Attracting, Engaging and Converting in the Buyer 2.0 World

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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.

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.

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