Its getting the right information to prospects at the right time to increase interest and push a prospect towards a buying decision.
This is about the time leads are getting delivered to sales. Get feedback from sales & modify as new pains are discovered.
Content marketing planning for high impact product launches
David Moore Demand Generation Manager www.linkedin.com/in/bigwavemarketing/David.Moore@CatapultSystems.com @Dave_Marketing
Great Product = Great Sales?David.Moore@CatapultSystems.com @Dave_Marketing
What is Content Marketing? Webinars Marketing that Videos involves the creation Whitepapers Books/e-Books and sharing of media Blogs and publishing How-To Documents Case Studies content in order to Testimonials acquire customers. FAQ’s (From Wikipedia) CatalogsDavid.Moore@CatapultSystems.com @Dave_Marketing
Quick Case Study: Workplace Answers 1. Purchased a list of prospects that match our target market 2. Implemented SEO & PPC plan to increase visibility 3. High level webinar by a leading SME Email invitations and reminders Polling questions to discover pain points 4. Use lead grading & poll answers to: Send qualified leads to sales Put Non-Qualified leads in drip campaignDavid.Moore@CatapultSystems.com @Dave_Marketing
Quick Case Study: Workplace Answers 6. Post-webinar whitepaper to registrants Demo request form on page Ways to solve prospect’s pain points 7. Online product demo’s 8. Case studies & testimonials 9. Customizable sales pitch deckDavid.Moore@CatapultSystems.com @Dave_Marketing
Did it Work? Email database increased 450% Monthly website traffic increased 300% Lead flow increased: 900% Sales cycle shortened from over 90 days to under 60 Lots of challenges along the way Did not happen overnightDavid.Moore@CatapultSystems.com @Dave_Marketing
Define Your Target Market Who will influence or make buying decision What are their pain points How can your product solve these pain points What are key product features Identify industry thought leadersDavid.Moore@CatapultSystems.com @Dave_Marketing
Content Planning Different content is relevant at different times Goals and targeted outcomes differ at each stage Push the prospect toward buying decisionDavid.Moore@CatapultSystems.com @Dave_Marketing
Building Awareness Purpose Content Tools Cast a wide net Email/ Direct Marketing Drive new traffic to SEO & PPC website/store Traditional Advertising Build a database of potential Partnerships w/ Industry customers Leaders Press Releases Social MediaDavid.Moore@CatapultSystems.com @Dave_Marketing
Sharing Knowledge Purpose Provide valuable info but don’t spill all your candy Be seen as an a valuable resource Drive repeat visits Develop loyal following Content Tools Newsletters General topic webinars Short Whitepapers Social SharesDavid.Moore@CatapultSystems.com @Dave_Marketing
Finally… Selection Direct Contact From Sales More detailed information Longer and more technical Content Tools Competitor comparisons Technical whitepapers Sales pitch DecksDavid.Moore@CatapultSystems.com @Dave_Marketing
Making it All Come Together Get the Right Tools A Good, Coordinate Team Software Solutions Clear Campaign Outlines for Sales Who, What, When, Where & Why Talking Points Feedback from Marketing & Sales Removal of Poor Performing Content Addition of New Content Improvement of Processes New Product IdeasDavid.Moore@CatapultSystems.com @Dave_Marketing
Potential Challenges Ensuring brand consistency Time and resource constraints Transfer of informationDavid.Moore@CatapultSystems.com @Dave_Marketing