Mozcon Next 2020 - Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.

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PANELS
SOCIAL
STB
RETARGETING
SSP
CLOUDS
cR ID
Cross Device
Reference
CDI
Reference
SITE
VIDEO EXCHANGES
DMP
DSP
Onboarding
SEARCH
PREMIUM
PUBLISHERS
PRINT
First-party
CRM data
Database
ID
Email /
Marketing
Clouds /
Direct Mail

59. Stages
Website Touchpoints
Primary Focal Points

63. Goals
Common
Traits
Next Stage
Types of
Content
Content
Location
Name
“I think I may need life insurance”
• Likely have some life change
(+child, +spouse, loss of a loved
one, change in career)
• Advice on what to do
• Calls to action on going deeper
into learning
• What is…?
• Do I need…?
• Why get…?
• Learning center
• Newsroom
the spark
“yep, I probably should buy life
insurance”
• Don’t know exactly what they
need, but know they need
something (advice)
• Probably feel lost
• Probably reflecting on their own
mortality
• Establishing credibility
• Ensuring that they know that
Protective is there for them
(wherever they are)
• What should I do…?
• Should I get…? (e.g., term or
whole)
• What’s the best investment?
• Is now the best time?
• Learning center
• Product pages
do I really need it?
“what life insurance should I buy?”
• What’s affordable?
• Will my beneficiaries be able to
easily access?
• How easy is it to pay bill?
• Looking for simplicity, clarity, and
integrity
• Ensuring that they’re aware of
support and interaction options
(to clarify any questions, support
with purchasing)
• Product pages
• Policy Comparison
• Why Protective?
• Reputation Indicators
• Testimonies
• Product pages
• Policy finder
• About us
• Why Protective?
researching
“I’m buying Protective”
• Ready to commit to a potentially
life-long relationship with
Protective
• Looking for: integrity, simplicity,
empathy
• Bill pay
• Existing customer user
experience and satisfaction
• Quotes page
• Product page
• Chat/agent functionality
• Product pages
• Chat/ agent functionality
buying now
Awareness Acceptance Consideration Decision Billing Claims
“Ah! I need to pay my bill!”
• Trying to make sure their policy
doesn’t lapse
• Want to get in, pay, and go on
with life
• Probably doesn’t want to think
about mortality
• If they have a positive
experience, encourage loyalty
loop
• Bill pay experience*
• Autopay experience*
• Bill pay* (auto-pay)
• Login
pay like any other utility
“how am I going to make it through?”
• May be vulnerable, upset, have
heightened emotions
• Trying to process the passing of a
loved one
• May be wondering how they’re
doing to survive
• If they have a positive
experience, encourage loyalty
loop (including: testimonies)
• Claims center
• Grief processing
• Finding life insurance policies
• Online status of death benefit
• Claims center
Beneficiary securing funds

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