Transcript Document

Introductions…
Content Based Marketing
Integrated Media
Websites/Landing Pages
Conclusions
C L Graphics – A marketing and cross-media resource offering a variety of
services including; graphic design, e-mail and social media, print marketing,
personalization, video and mailing services. C L Graphics helps you to effectively
communicate with clients and prospects.
The changing landscape of lead generation
tactics…
5 years ago – Outbound Marketing –
Everything was “Push”
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Print ads
Direct mail
Broadcast
Tradeshows
Today – Outbound Marketing
AND Inbound Marketing – “Pull”
• Content based marketing
• Integrated marketing
• Websites and landing pages
IBM’s 2011 Global Chief Marketing Officer study:
• The empowered customer is now in control of the
business relationship
• Delivering customer value is paramount
• Marketers must be accountable
• Requires new approaches, tools and skills
All agreed to three key areas for improvement:
• Understand and deliver value to empowered
customers
• Fostering lasting relationships
• Measure marketing’s contribution in relevant,
quantifiable terms
People do things for their reasons, not yours!
Understand your target audience…
• Who are they?
• What do they care about?
• Where do they go for industry updates and
information?
• Where do they hang out online?
Strategic positioning and messaging…
• Change your message to their point of view
to relate and connect
• Rethink your selling approaches – from
seller to buyer
Content Based Marketing –
• High quality, relevant and valuable
information to target customers and
prospects
• Key industry issues, trends and
announcements
• May involve the marketer’s products and
services
• Does not include the marketer’s virtues of
their own products and services
Goals of Content Based Marketing…
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Thought leadership
Lead generation
Increasing direct sales
Improving customer retention
There are a number of mediums to share your
content…
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Your audience interacts with each in
different way
• Communication varies for each medium
• Social Media: Facebook, Twitter, LinkedIn,
etc., etc., etc.
• E-newsletters: deeper information
• PDF downloads and white papers: content
is thorough and focused on problem solving
• Video: builds engagement
• Webinars/Seminars provides emotional
connections
• Mobile apps
According to a recent Content Marketing Institute
study, the greatest Content Marketing challenge is
creating a steady stream of must-read information at
every step of the purchase process that stands out
from the other messages available out there.
How do you consistently develop content that pulls
prospects and customers in, meets their needs and do
it in a timely manner?
Content Factory:
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Your own staff
Visualize your audience as buyer personas
Consistent marketing research
Leave no stone unturned
Talk to existing clients and suppliers
Content Marketing Institute
Marketing Process:
Start with
Idea, Product, Service, Cause, etc.
Marketing Plan
Strategy, Tactics
Develop Leads
Response Cards, Inbound Calls, Website Inquiries, etc.
Close Sales
Follow up Phone Calls, Appointments
Common Media Options:
Print
Direct Mail, Newspaper/Magazine Ads, Brochures, Newsletters
Radio, Television
Spot Commercials, Ongoing Campaigns
Digital Media
E-Mail Newsletters/Blasts, Websites, Mobile Marketing, Social
Media, Video
Cross Media Solution:
Use a variety of the media options available and be sure to
brand them consistently – same look and feel, same message
Integrated Media Solution:
Same as above, except – coordinate that one form of media
promotes an action to interact with another – build a campaign
that reinforces what the previous message was and suggest the
next action to be taken. Create automated responses where
possible, and measure results – then modify for future
campaigns
Integrated Media Solution Sample:
Identify Audience(s) – and develop databases
Existing Client Base
plus
E-Mail List
Social Media
E-Mail Blast – to all opt-in
Addresses – link to pURL or
general landing page/
registration page
Print Ad
Posts with links
Prospects
Mail List
Purchased List
Targeted Direct Mail – to specific audience(s),
include pURL or QR Code with link to
a general landing page/registration page
Online Page – includes downloadable
reports, video presentation, special offer
Non-responders receive
2nd Mail piece, or…
E-mail blast directing to online site
Search Engine
Responses prompt an
automated E-Mail message –
Thanks, and additional offer/content
Integrated Media Solution Sample:
Build Additional “touches” – record responses/build database
Subscribe to Content
Direct Mail Invite
Send Link for Blog, Facebook,
Newsletter
Webinar/Seminar
Video
Phone Contact
In-Person Appointment
No
YES!
No Sale
Close Sale
Integrated Media Solution Sample:
Strategies to GROW Your Business example…
Direct Mail Invite
or E-Mail Invite
or Social Media
or
Website
Video
Registration Page
Automated E-Mail Response
Blog, FaceBook, Twitter, YouTube
Thank You E-Mail
E-Mail Confirmation
Seminar
Marketing is not a single ad!
It is a process – a continuing effort to promote your unique
brand, to differentiate yourself in the marketplace.
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Define your goals
Determine the strategies and tactics
Implement your campaign
Measure the results
Modify as needed, then continue
Customize Message for different Markets
Who are your unique markets – how do they differ? What do
they look for in a business relationship? What associations do
they belong to? Where do they get their information? What is
important to them?
Many times your content matter will change, however your
basic strategies can remain. Build separate campaigns and
databases.
What we’ve covered, so far:
• The shift from “push” to “pull” in marketing
strategies
• Sharing that content through a variety of
media platforms
What’s next…
Turning traffic into revenue!
• Creating offers that your audience need and
want
• Generating leads form websites and landing
pages
• Generating sales from online leads by lead
nurturing and conversion
• Analyze and measure you results
The Internet is an ideal medium for direct response
marketing, which is to elicit immediate response from the
reader via your website or a landing page.
The fundamental difference between a website and
landing page:
Website: content helps people find what they want, either
on the home page or some other page.
Landing page: a single page with content to get them to do
what we want, which is to complete the desired action
steps towards conversion.
Visitors “land” on these other
pages on your website via:
• Click through from results of a search
engine query
• Print campaigns – direct mail or ads
• E-mail campaigns
• QR codes – page should be optimized for a
mobile device
Sample of direct mail card:
Sample of landing page:
Best uses for a landing page:
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Event registration
Sales transaction
E-newsletter/Blog sign up
Webinars
White paper downloads
Case Studies
Survey results
Tips for landing page content:
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Provide a relevant message for your visitors
Use a strong call to action
Design content for short attention spans
Don’t have additional navigation
Consider the “Submit” button
• Next – 22.9% conversion rate
• Submit – 22.7%
• Get Started – 20.7%
• Free Consultation – 20.2%
Study done by WPromote, an online marketing firm
Take advantage of trust indicators
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Testimonials/Endorsements
Press mentions
Guarantee seals/Industry Certifications
Website Security Certifications
Different colors for different sites
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Yellow – youthful and optimistic
Red – energy, urgency and references to food
Blue - Trust and security
Green – Color of money
Black – Powerful and sophisticated
Test and optimize your landing pages
A/B Testing
• One after another
• Simultaneous campaigns
• Measure results
Lead Nurturing:
Staying engaged with your visitors by sending additional
content of interest to move them through the sales funnel via:
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Emails
Blogs
Social media
Newsletters
Being top-of-mind with your leads demonstrates thought
leadership and expertise.
Lead Nurturing - feeding the funnel…
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Multi-Channel
Cross-Media Campaign
E-Mail, Direct Mail, Social Media
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Online Resources
Landing Page with
Content/Resource Information
Prospect/Customer Pool
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Lead Score
Hot, Warm, Cold
Inquiry/Leads in Funnel
Response Marketing
Lead Nurture
E-Mail
Multi-touch
Phone
Campaign Starts
Direct Mail
Social Media
Sales Dept
Online Order
or
Sales Call
Final Sale!
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Lead Follow-up
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Measure, Adjust, Re-Do!
Analytics on Numbers,
Money, Leads, Inquiries,
Mail vs. Web vs. E-Mail
A few words about content registration
forms…
• Strategically decide when it’s appropriate to ask for content
details in exchange for contact information and how much
information to request.
• Registration information should relate to the content that
people are accessing
Progressive Profiling:
Building up information by pre-populating the form with
information previously gathered about the prospect, and
collecting incremental information during each successive
interaction.
Test your forms by using a different number
of fields and measure the results…
• 9-field form – 10.0% conversion rate
• 7-field form – 12.0%
• 5-field form – 13.4%
Study results conducted by Marketo, a marketing
automation software company
Conclusions and take-a-ways
• Marketing Strategies have evolved – and will continue
• If you continue to do the same things to promote your
organization – you might find the same results!
• In today’s sluggish economy, it is necessary to be proactive • To be seen as an authority – a resource in your field
• To seek out new contacts/prospects
• To increase the number of “touches” you have with
your audience
• To integrate your message across a variety of media
• To measure your results and re-load
The C L Graphics Marketing Challenge…
Are you looking to embrace the new strategies discussed here today?
Would you like the strength of a group to share ideas and assist you in
developing a plan – in holding you accountable for the
implementation? Do you want to learn how to create an integrated
campaign?
Then consider taking part in the C L Graphics Marketing Challenge:
• Meet twice per month – 4 month program, with 4-5 members max
• Review your current marketing efforts – identify new goals
• Develop a plan with specific strategies/tactics
• Utilize Social Media, Targeted Direct Mail, Content Marketing,
Landing Pages/Website, Video
• Create a campaign
• Cost - $295/Month
The C L Graphics Marketing Challenge…
What is included:
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Meet twice per month – 4 month program, with 4-5 members max
Review your current marketing efforts – identify new goals
Develop a plan with specific strategies/tactics
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Create a campaign and measure the results
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Provide a template for creating a written plan
We will identify targeted lists for your markets*
Utilize Social Media, Targeted Direct Mail, Content Marketing, Landing
Pages/Website, Video
• We will develop Social Media sites for you, or update your current ones if
needed – help build content and followers
Strategize on content resources – assist with review
Strategize on Direct Mail messaging – Landing Page structure*
Develop an introductory Video (up to 1 ½ minutes is included – onsite is additional)
Outline specific campaign elements, list sources & quantities, media options,
follow-up responses, develop overall budget*
Cost - $295/Month
*list costs/production/implementation are additional