What Kopp, the co-founder of the Aufgesang agency, particularly emphasized in his 45-minute presentation was the customer journey.
Simply putting text on a subpage for a specific keyword will not be enough to convert interested users into customers.
The idea is to break down the silos in the mind and in marketing and to focus more on the needs of the users themselves.
When and what information a user comes across from a company is an essential part of the strategy.
“Wanting to publish two blog posts and four social media posts per week is not a marketing goal and certainly not a strategy.
” - Olaf Kopp
Using his benefit-purpose matrix and an example rcs data asia of the Hornbach marketing strategy for building a garden house, Kopp showed which content was most relevant at which point in the customer journey and how the individual parts were linked together so that the user was guided further along the customer journey .
“How to make every Google Ads campaign more efficient with conversion optimization” with Thomas Gruhle
In this presentation, Thomas Gruhle, managing director of the LEAP agency in Berlin, explained why the mix of Google Ads and conversion optimization is so important.
This means that the message of the ad text, keywords and landing page should match.
This is so important because the user decides within a second whether he finds the product or service appealing or not.
It is particularly important to distinguish between so-called "commodities", i.e. everyday products and products that require explanation.
For products that require explanation, it is therefore important to fill the landing page with sufficient content and at the same time to create a good mix of content and product presentation so that the user feels well taken care of.