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How to ATTRACT the Right Leads (from #IHeartMktg)

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  • 1. Western Region User Conference October 8, 2013
  • 2. PRESENTED BY: SCOTT ALBRO , TOPO MARTIN LAETSCH, DIR OF ONLINE MKTG PAIGE MUSTO, DIR OF COMMUNICATIONS RAPID FIRE SESSION ATTRACT
  • 3. Agenda • What is “Attract”? • 3 Core Components of ATTRACT – Content – SEO – Social • Q&A and Wrap Up
  • 4. What is ATTRACT?
  • 5. CONTENT
  • 6. Why is content marketing so important? of buyers view 4 or more pieces of content when making a considered purchase70% 71% of buyers trust brands that provide useful info without trying to sell something Because the buyer says so… more leads generated by B2B companies that create content 67%
  • 7. But Content Marketing is Hard How can marketing create great content at scale with limited budget? 1 Producing high quality content 41% 2 Producing enough content 20% 3 Budget to produce content 18% Top three content marketing challenges…
  • 8. Three best practices Make content part of the buying experience that you deliver to buyers Use a 10 point checklist to determine whether you’re creating remarkable content Copy the publishing industry – use a simple content marketing framework
  • 9. Map content to the buying experience Buyer Stage Buyer Activity Status Quo Understand Requirements/ Options Engage Vendor(s) Identify Problem/Opportu nity Make Decision/Purchase 1personsupportorg UsingGmail/GoogleDocs Workloadgrowingfast Numberofticketsgrowing 2peoplenowworkingsupport Newemployeenotself-sufficient Twopersonworkflowisissue Newemployeeneedstosolve CollectsbasicinfousingGoogle Talkstopeers–valuesthis Corefeaturesidentified Gatherspricingdata Focusesoneaseofuse Developsvendorshortlist Createsvendorevaluationplan Visitsleadingvendor’ssite Signsupfortrial Justneedsittowork Startsusingtrial Noothertrials Takescall/emailfromsales Abletosatisfycoreusecase Takes2ndcallfromsales Buyerdecidestopurchase Enterscreditcardinfo Buyerbecomescustomer Play Provide primary contact with champion content that allows contact to guide, influence, and dictate internal meeting 1 Internalmeetingon finaldecision Details Champion content is a toolkit that provides buyers with short preso, talking points, and due diligence checklist to show all work that’s been done as part of eval Why CEO will make final decision, but has not been engaged thus far – need to arm primary contact with tools to get CEO over finish line Owner Marketing owns creation of content; inside sales owns delivery/training Champion Content Play 27
  • 10. Create remarkable content 1 Helpful – Does it help solve problems (“always be helping” is the new “always be closing”)? 2 Relevant – Can the target audience relate to your content? 3 Interruptive – Is there a captivating element that grabs and sustains attention? 4 Entertaining – Is there a novel or enjoyable aspect that is well- conceived? 5 Shareable – Would an influencer want to forward it, or post it? Can they do so easily? 6 Targeted – Is the content targeted to a specific type of customer and mapped to the customer journey? 7 Versatile – Can it be leveraged across a variety of online and offline media channels? 8 Crowdsourced – Does it involve customers or partners in the spirit of cooperation? 9 Efficient – Is your content easy to access and, more importantly, easy to consume? 10 Integrated – Does it fit with your existing or upcoming marketing pieces? The 10 attributes of remarkable content
  • 11. Use a simple framework Get other people such as customers to create content for you Copy the publishing industry – create once, publish many Distribute content to buyers when and where they are Repeat what works and refine what doesn’t Only publish content that supports the buying experience PLAN CREATE PUBLISH DISTRIBUTE ANALYZE
  • 12. PRESENTED BY: MARTIN LAESTCH, DIR OF ONLINE MKTG SEO
  • 13. What is Search Engine Marketing? Putting content in front of people who OVERTLY AND EXPLICITLY express a desire, via keywords, for a particular PRODUCT, SERVICE OR PIECE OF INFORMATION.
  • 14. What is Search Engine Optimization? • The process of making a site and its content highly relevant for both search engines and searchers. • Successful search marketing helps a site gain top positioning for relevant words and phrases.
  • 15. Did you know? 100 Billion searches each month Over 82% of all product research begins with a web search 1 Inbound leads have an 8x greater likelihood of closing compared to other leads 2 Sources: McKinsey & Company, Pew Research
  • 16. Make Your SERP Compelling • Optimize the search results listing • Crafted from the Title and Description • It doesn’t matter how high you rank if nobody clicks on your listing
  • 17. SERP Preview
  • 18. Don’t Ignore the Long Tail • Higher conversion rates and better quality traffic • Long tail keywords are less competitive • Long tail search helps you rank for difficult terms. • 70% of search traffic is from long tail search terms
  • 19. Keyword Selection
  • 20. Understand Your Leads • Learn what products and services leads are interested in • Talk to your leads using their language • Discover where leads are in the buying cycle • Segment your lists based on keywords
  • 21. Understand Your Leads
  • 22. SOCIAL
  • 23. Did you know?
  • 24. Why Social Matters IMAGE OF WORD OF MOUTH OR DIAGRAM Social Drives Sales
  • 25. How to Use Social Media to Drive Leads Surveys eBooks Contests/Giv eaways Webinars
  • 26. Promote Across Multiple Channels Twitter Lead Gen Cards LinkedIn Ad Promoted Tweet in Timeline Promoted Tweet in Search Promoted FB Post
  • 27. Listen, Engage & Be Resourceful Incorporate conversations into your social strategy. Think C&C -- Conversations & Campaigns! Remember: Your prospect is using social media to discover, not to be sold. Be a resource for those interested in your product/service.
  • 28. Wrap Up • Q & A • Subscribe to Marketing Action Blog • Check out our eBooks/Whitepapers http://www.act-on.com/resources/whitepapers/ • Got questions? Come see us in the Genius Lounge 
  • 29. PRESENTED BY: ACT-ON EMPLOYEE RAPID FIRE SESSION ATTRACT

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