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”
• • • • 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…
• • • • Thought leadership Lead generation Increasing direct sales Improving customer retention
There are a number of mediums to share your content…
• • 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:
• • • • • 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:
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 Mail List
Prospects
Purchased List E-Mail Blast – to all opt-in Addresses – link to pURL or general landing page/ registration page
Posts -
with links Targeted Direct Mail – to specific audience(s), include pURL or QR Code with link to a general landing page/registration page Print Ad Online Page – includes downloadable reports, video presentation, special offer Non-responders receive 2 nd 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 Video Send Link for Blog, Facebook, Newsletter Webinar/Seminar
In-Person Appointment No YES!
No Sale Phone Contact 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 Blog, FaceBook, Twitter, YouTube Thank You E-Mail Registration Page Automated E-Mail Response 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.
• • • • • 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:
• • • • • • • Event registration Sales transaction E-newsletter/Blog sign up Webinars White paper downloads Case Studies Survey results
Tips for landing page content:
• • • • 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
• • • • Testimonials/Endorsements Press mentions Guarantee seals/Industry Certifications Website Security Certifications
Different colors for different sites
• • • • • 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: • • • • Emails Blogs Social media Newsletters Being top-of-mind with your leads demonstrates thought leadership and expertise.
Lead Nurturing - feeding the funnel…
1
Multi-Channel E-Mail, Direct Mail, Social Media
2
Online Resources Cross-Media Campaign Landing Page with Content/Resource Information
Prospect/Customer Pool Inquiry/Leads in Funnel 3
Lead Score Hot, Warm, Cold
Response Marketing Lead Nurture
E-Mail Multi-touch Phone Campaign Starts Direct Mail Social Media
4
Lead Follow-up
Sales Dept
Online Order or Sales Call
Final Sale!
5
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: • • • • • 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 • 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) Create a campaign and measure the results • Outline specific campaign elements, list sources & quantities, media options, follow-up responses, develop overall budget* Cost - $295/Month *list costs/production/implementation are additional