content marketing strategies that drive and protect organic leads - nedma 2015
TRANSCRIPT
Content Marketing StrategiesTHAT DRIVE AND PROTECT ORGANIC LEADS
What are we doing today?• What is content marketing and why it represents both
an opportunity to generate and protect organic leads
• Best practices for brands to retain consumers in their funnels
• Sample Case Studies
Content Marketing – What is it?
“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” – Joe Pulizzi – Content Marketing Institute
Content Marketing - Common Misconceptions
Content and Inbound – the same thing?
• Inbound Marketing – Getting found• Outbound Marketing – Targeting likely
buyers• Lead Nurturing – help them through THEIR
process• Loyalty & Retention
Content Marketing is online marketing• Online – web, social• Mobile – apps, messaging• Offline – direct mail, print ads, broadcast
Content Marketing – Everyone is doing it
• 93% of B2B marketers use content marketing, a 2% increase over 2012. (Source: CMI)
• Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source: Aberdeen)
• 78% of CMOs believe custom content is the future of marketing. (Source: DemandMetric)
What’s Changed? Buyers are researching before buying.
• “94% of B2B buyers do some form of online research” – Acuity Group (Oct. 2014)
• “44% conducted research from a mobile device” – Acuity Group (Oct. 2014)
• “Just 37% of B2B buyers who used supplier websites to conduct research say this is their most helpful channel” – Acuity Group (Oct. 2014)
GE Capital Bank Consumer Research – Major Purchases ($500 or more)
• 81% Research online before visiting store
• 80% start research online, at home (up 61% in 2013!)
• Average 79 Days gathering information
• 60 % start the process by visiting a search engine
What are researching buyers seeking?
Fit. They want to find the right product at the right price.
Buyers don’t want to waste time (theirs or yours)
If marketers don’t give them what they want, they will go find it.
Content Marketing Generates & Nurtures Leads
Researching buyers want good content
Buyers will give up information in exchange for good content
If your content is engaging, they’ll listen to more. If not…
Marketers have turned to Marketing Automation
How Marketing Automation Complements Content Marketing
Content Distribution
Stage & Profile Driven Targeting
Marketing vs IT speed
Marketing Automation – Do More, Faster
80/20 rule – Email & landing pages
Other channels
Personalization = better content
Drip Campaigns
CRM Integration
Analytics
Key Takeaways
Content Marketing is exploding
Content Marketing generates & nurtures lead by helping buyers find the right fit
Marketing Automation gives marketers better tools to efficiently distribute content in an intelligent way
Google – your friend, and your foe
Google Is The Content Gatekeeper
“Google holds a staggering 67.6% of the U.S. search engine market share” comScore April 2014
“Google now processes 40,000 search queries every second on average, over 3.5 billion searches per day and 1.2 trillion searches per year” Internet Live Statistics
Google has become the free product & service research tool for the world. They monopolize the starting point for buyer research.
Google AdWords – What Google Really Cares about
1.) In 2014, Google officially surpassed $59 billion in total advertising revenue. About of their revenue.
2.) Of that $59 billion in ad revenue, Google reported $14.4 billion in net income for 2014.
Google doesn’t care about your content. It wants to use the searches from your buyers to sell ads to your competitors.
What happens when consumers research using Google?
What is Google doing to your funnel?
What’s the Best Strategy to Maximize Campaign Impact?
Ignoring what consumers want to do won’t work
Defeating Google’s momentum is not possible
Use Marketing Jiu-Jitsu
Use the overwhelming force to your advantage in 2 ways:
1. Redirect consumers in your campaigns by giving them what they want in a “safe space”
2. Link AdWords campaigns to your campaigns – online and offline
1st Jiu-Jitsu Strategy – Point researchers in the right direction
1. Develop a landing page/microsite with quality content buyer want – features, benefits, pricing, reviews
2. Distribute the URL through ALL OF YOUR CHANNELS. Web, email, direct mail, social.
3. Use automation to keep a steady flow of high quality content to your leads
2nd Jiu-Jitsu Strategy – Buy your own AdWords real estate
1. Set up a Campaign in Google AdWords to correspond with your any-channel campaign
2. Bid on keywords that are related to your offer (tip – make sure to buy the brand name!)
3. Link those keywords to variants on the campaign landing pages that use the keywords in the URL, the title and copy
Landing Pages & Microsites – The “Safe Places” for brands to help buyers research
A controlled environment that lets you give consumers what they want without distraction
Low cost, easy to set up & embed in online, offline, direct mail & Google AdWords campaigns
Especially useful for higher priced products with longer sales cycles
No Brainer Best Practice: Use pURL Landing Pages for Email & Direct Mail Content
Step 1 – set up a pURL for the landing page to embed in your email and/or direct mail
Step 2 – Set up a landing page that matches the creative of your email and/or direct mail
Step 3 – Use profile data to personalize the message AND the landing pages for each target – keep message match!
Your Home Page Isn’t a Landing Page!
▪ Multiple Messages
▪ 7 Calls to Action
• Designed for navigation, not designed for conversion
Key Takeaways #2• Google is the content gatekeeper. You need a strategy to optimize your activities around it
• Distribute high quality content on landing Pages & microsites through all of your channels, online and offline to avoid “Funnel Leaks”
• Set Up Google AdWord to point to your landing pages as a complement all of your online & offline campaigns. Buy the real estate that your competitors want
Case Study #1 Bose Home Speakers• 90 Day Risk Free Audition
• Direct Mail & Landing Page
• Google AdWords
Case Study – Bose Speaker Direct Mail Offer
Received triple folded letter from Bose
90 Day Risk Free Offer
Need to unfold for CTA
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study – Bose Speaker Direct Mail Offer
Case Study #2 Vector Marketing• Vector Summer Job
• Direct Mail & Landing Page
• Googling – a bit of an issue
Case Study – Vector Summer Job
Case Study – Vector Summer Job
Case Study – Vector Summer Job
Case Study – Vector Summer Job
Case Study #3 AIG Advisor Group - Speak Loud Campaign• Designed to boost brand awareness among financial
advisors and convince them to join one of AIG’s 4 broker dealer groups
• Digital Ads, Print Ads, Direct Mail, Email Blasts, Google AdWords, YouTube, Twitter, Online Video Commercials
• 2 year campaign – Phase 1 dedicated to generating leads, Phase 2 dedicated to nurturing the leads
Case Study – AIG Speak Loud Microsite
Case Study – AIG Speak Loud – YouTube & Print Ads
Case Study – AIG Speak Loud – Google Search
Takeaways, Questions, Thoughts?
• Content Marketing is exploding because buyers are researching everything before they buy
• Google represents opportunity and threat to your campaign – you need a strategy
• Distribute high quality content on landing Pages & microsites with directed URL’s to control your environment and protect leads from Google’s “Siphon”
Quick Word on Boingnet• Rockland, MA SaaS provider of Lightweight Marketing
Automation
• Affordable, easy to use, fast to implement
• White Label Version for Agencies
• Feature Set:• Landing Pages
• Microsites
• Email Marketing with Drips/Lead Nurturing
• Direct Mail pURLs
• SMS/Text Messaging
Case Study – Yodle Lead Generation Service Market Testing
Data Driven Content Marketing - Yodle
Case Study – Yodle Lead Generation Service Market Testing
Your Direct Mail Google Strategy?
All of your direct mail targets are using Google every day
No amount of great creative, CTA, database targeting can help you avoid it
Smart mailers bake Google into their campaign strategy. A good strategy starts with some questions:
What Makes a Good Landing Page?
Web Page Designed to Convert
Clear & Consistent Headline & Subhead
Single Call To Action
“Message Match”
Use Responsive Design for Mobile
• 20-50% of Landing Page Traffic Mobile
• Smartphone & Tablets
• 300% higher conversion
What is Google doing to your campaign?
Use Landing Pages (or microsites). For Everything.
You Own Them. Facebook, Google, Twitter, etc. don’t
Easily optimized for SEO & PPC
Marketing Automation makes them easy & affordable
Use Landing Pages (or microsites). For Everything.
Cross Channel – online and offline
For content used for lead gen through loyalty
Personalization drives conversion