Attracting, Engaging and Converting in the Buyer 2.0 World

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Post on 01-Sep-2014




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NavigationArts Senior Consultant Mark Davenport shows you how to optimize your website for an effective online marketing and sales funnel. Learn how to attract, engage, and convert prospects.


<ul><li> Webinar Mark Davenport Senior Consultant April 6, 2011 Attracting, Engaging and Converting in the Buyer 2.0 World </li> <li> What Well Cover <ul><li>The Current State of Demand Generation: Buyer 2.0 </li></ul><ul><li>Guiding Principles for this Evolving World </li></ul><ul><li>Getting Focused Attracting, Engaging and Converting Prospects </li></ul><ul><li>Next Steps A Roadmap to Get there </li></ul></li> <li> Once Upon a Time <ul><li>There were only a few media channels </li></ul><ul><li>The same people owned them all </li></ul><ul><li>Their friends in the agencies were the gatekeepers </li></ul><ul><li> Marketing meant coming up with a catchy jingle </li></ul><ul><li>Your salesmen (yes, they were men) had to convert awareness into revenue </li></ul></li> <li> Buyer 2.0 This Isnt Your Fathers Demand Generation <ul><li>The Web changed the marketing landscape, and now Web 2.0 is changing it further, forcing companies to adapt their selling approaches </li></ul><ul><li>There are many channels, and no one gatekeeper </li></ul><ul><li>The buyer has more information than ever before and is in control of when and how they engage with you </li></ul><ul><li>Vendors must meet prospects where they are and begin a conversation that they will want to continue </li></ul><ul><li>Marketing must engage throughout the process </li></ul>DG F2F Tele Web Demand Generation Tele/F2F Sales Web B2B Funnel 2000 2011 </li> <li> Buyer 2.0 Does Not Rely Upon a Vendor or its Website One-to-many marketing has been replaced with many-to-many, and you are not in all of the conversations going on about you </li> <li> The User Experience Now Spans a Digital Ecosystem <ul><li>Organizations must provide a coherent story across myriad online properties, some they own and many they dont. </li></ul>Owned Campaign Sites Newsletters Partner Sites Earned Social Online Media Blogs SEO Paid Pay-per-click Banners Paid Blogs Website </li> <li> Guiding Principles for the Buyer 2.0 World <ul><li>Creating integrated persuasion </li></ul><ul><li>Shifting emphasis to inbound marketing </li></ul><ul><li>Actively managing and nurturing leads </li></ul><ul><li>Testing, measuring and refining </li></ul></li> <li> Guiding Principle Create Integrated Persuasion <ul><li>Weave a coherent, compelling story across your digital ecosystem </li></ul><ul><li>Focus on educating buyers, not just selling </li></ul><ul><li>Integrate inbound and outbound </li></ul>SEO Does your story make sense? Campaign Site Website Peers, Experts Website Newsletter Sales Reviews $$$ Audience Prospects Leads Opportunities </li> <li> Guiding Principle Shift to an Inbound Mindset <ul><li>Cast smaller, more focused nets (less spray and pray) </li></ul><ul><li>Generate opt-in and market to this audience </li></ul><ul><li>Choose the right amount of awareness for your industry </li></ul><ul><li>Outbound tactics </li></ul><ul><li>Broadcast </li></ul><ul><li>Print </li></ul><ul><li>Outdoor </li></ul><ul><li>Events </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Inbound tactics </li></ul><ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Social </li></ul><ul><li>Blogs </li></ul><ul><li>Videos </li></ul><ul><li>Newsletters </li></ul></li> <li> Guiding Principle Actively Manage and Nurture Leads <ul><li>Follow leads through the entire funnel to revenue </li></ul><ul><li>Serve the right content at the right time </li></ul><ul><li>Employ progressive profiling and lead scoring </li></ul><ul><li>Leverage technology, but dont overlook people and process </li></ul><ul><li><ul><li>CRM or Marketing Mgmt software is only as good as how you use it </li></ul></li></ul>$$$ Audience Prospects Leads Opportunities </li> <li> Guiding Principle Test, Measure and Refine <ul><li>Focus on predictive metrics, rather than backward-looking </li></ul><ul><li>Aggregate numbers are meaningless must be segmented </li></ul><ul><li>Measure whole lifecycle, tie to revenue </li></ul>15% 15% .1% 15% 16% 1% Targets __________ Conversion Rates __________ Conversion Rates __________ Conversion Rates Responses MQLs Wins Segment 1 Segment 3 <ul><li>Assessment </li></ul><ul><li>Low response rate may be due to lack of awareness or poor messaging </li></ul><ul><li>Recommendation </li></ul><ul><li>Improve off-site visibility and messaging, SEO, PPC, Blogs, Social </li></ul><ul><li>Assessment </li></ul><ul><li>Conversion at each stage is strong </li></ul><ul><li>Recommendation </li></ul><ul><li>Candidate for more top-of-funnel demand generation </li></ul><ul><li>Assessment </li></ul><ul><li>Pointed bottom of funnel shows poor conversion of leads to wins </li></ul><ul><li>More nurturing required in pipeline </li></ul><ul><li>Recommendation </li></ul><ul><li>Candidate for pipeline acceleration programs </li></ul>7% 12% .8% Segment 2 </li> <li> Getting Focused: Attracting, Engaging and Converting <ul><li>Marketers must master several critical new activities </li></ul><ul><li>Keyword research, selection and optimization </li></ul><ul><li>Social media community building </li></ul><ul><li>Content creation and dissemination </li></ul><ul><li>Creating pathways for conversion </li></ul><ul><li>Measuring, analyzing and optimizing performance </li></ul></li> <li> Attracting qualified website visitors Keywords <ul><li>Use keywords that quality prospects use (sofa vs. couch 5MM +2.7MM) </li></ul><ul><li>Dont just guess, use PPC campaign to test </li></ul><ul><li>Use your keywords offline, too </li></ul><ul><li>Mix mass keywords and longtail phrases </li></ul><ul><li>Understand what keywords tell you about the buyers journey </li></ul><ul><li><ul><li> Digital Camera 4MM searches/month </li></ul></li></ul><ul><li><ul><li> Digital Camera Reviews 368K/month </li></ul></li></ul><ul><li><ul><li> EOS 5D Mark II 200K/month </li></ul></li></ul></li> <li> Attracting qualified website visitors Social Media <ul><li>Have a creative concept </li></ul><ul><li>Provide a value exchange </li></ul><ul><li>Make the experience authenticuse experts </li></ul><ul><li>Augment social with offline </li></ul><ul><li>Optimize for mobile social </li></ul><ul><li>Galvanize your employees it takes a village </li></ul></li> <li> Engaging Audiences with Relevant Content <ul><li>Use automation and self selection to segment </li></ul><ul><li><ul><li>By audience </li></ul></li></ul><ul><li><ul><li>By stage in the process </li></ul></li></ul><ul><li><ul><li>By behavior </li></ul></li></ul><ul><li>Adapt mobile version of your site to user context (Toyota) </li></ul><ul><li>Extend the conversation </li></ul><ul><li>Pay attention to tonality </li></ul></li> <li> Converting them into customers Offer pathways <ul><li>Provide them with relevant, actionable next steps </li></ul><ul><li><ul><li>What might someone on this page want to do next? </li></ul></li></ul><ul><li><ul><li>What would I want them to do? </li></ul></li></ul><ul><li><ul><li>Review analytics where did people actually go? </li></ul></li></ul></li> <li> Converting them into customers Incremental Steps <ul><li>Offer incremental next steps that allow visitors to test the waters </li></ul><ul><li><ul><li>Shorter forms </li></ul></li></ul><ul><li><ul><li>Progressive disclosure gives and gets </li></ul></li></ul><ul><li><ul><li>Case Study : Walden University </li></ul></li></ul><ul><li><ul><li>Online Application completion increased by 88% with a streamlined application </li></ul></li></ul></li> <li> Converting them into customers Analytics <ul><li>Close the loop between revenue outcomes and content-based engagement </li></ul><ul><li>Figure out WHAT is valuable and track it </li></ul><ul><li>Figure out WHO is important and track them </li></ul><ul><li>Assess WHY important visitors do valuable things </li></ul><ul><li>Extrapolate HOW to improve your sites financial contribution to the organization </li></ul></li> <li> Bringing it All Together <ul><li>Buyer 2.0 forces you to think more holistically about your digital ecosystem </li></ul><ul><li><ul><li>Create a coherent story that spans channels </li></ul></li></ul><ul><li><ul><li>Draw people in with relevance and earn a conversation </li></ul></li></ul><ul><li><ul><li>Measure everything and test alternative approaches </li></ul></li></ul></li> <li> Next Steps <ul><li>This week: Walk in your customers footsteps how do they experience you? </li></ul><ul><li><ul><li>Search for yourself on Google, follow your links on Facebook, find a conversation about you online that you didnt know about; follow these links, sign up for a newsletter -- do visitors get a compelling story? </li></ul></li></ul><ul><li>This month: Set up goals and segments within your analytics software </li></ul><ul><li>This quarter: Conduct at least one A-B test and follow results through your funnel </li></ul>Connect with NavArts <ul><li>703.584.8935 </li></ul><ul><li>[email_address] </li></ul><ul><li>@NavigationArts and #NavArts </li></ul></li> </ul>