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Using Blogs to Generate and Nurture Demand into Closed Business featuring Chris Baggott CEO/CoFounder  Compendium Blogware Richard Cunningham VP of Marketing Right On Interactive +
Who benefits most from Information?
Source: Pew Internet & American Life Project *Not online As Much As 80% of all web interactions begin with search 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Search Audio/Video Instant Message Text Message* Social  Networking
43% Increase
Website SEO  PPC Campaigns 0 1,000’s Keyword Phrases Targeted Search Strategies
 
“… the overwhelming dominance of search engines is facing little, if any, threat from social networks.”   eMarketer October 2009
Almost All Blog Traffic Looks Like This: “ Organic Search Traffic is the most critical metric I track.” Kelly Feller Social Media Manager - Intel
© 2009 Compendium Blogware, All Rights Reserved Winning Search: Targeted messages delivered around  specific keywords .
© 2009 Compendium Blogware, All Rights Reserved Create multiple web pages, each titled with specific keywords and/or phrases, populated with relevant (human) content.
 
What  About The Others? Identified 5,000 terms
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
 
 
 
 
 
Keywords ,[object Object],[object Object],3,000,000 Searches/ 200 Terms
 
250 Blogs….48 In Top 10  In Three Weeks
Solicit Content
User Generated Content
Over 450 Clients Nationwide
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved Cvent : The largest US based web survey and event management organization. Blogging since September 2008. 433% ROI as of October 2009. 399% Lift in click rate since July due to continuous testing. 500% Increase in keyword reach compared to paid search activity. Three program expansions to-date.
 
 
 
Results ,[object Object],[object Object]
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved GK Elite : GK Elite Sportswear is the most recognized manufacturer of gymnastics apparel in the world. Blogging since December 2008. 976% ROI as of October 2009. 39% lift in sales, 30% traced directly back to blogs. Recently tripled program size due to success.
 
 
 
Takeaways for Common Success ,[object Object],[object Object],[object Object],[object Object],[object Object]
Who We Are ,[object Object],[object Object],[object Object],[object Object],[object Object],12/09/09 © 2009 Right On Interactive
5Buckets On-demand Software ,[object Object],[object Object],[object Object],12/09/09 © 2009 Right On Interactive
The Customer Lifecycle 12/09/09 © 2009 Right On Interactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Lifecycle Map™ 12/09/09 Right On Interactive
Blog to Lead Conversion 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
What Often Happens… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/09/09 Right On Interactive
What Should Happen… ,[object Object],[object Object],[object Object],12/09/09 Right On Interactive 0 Week 1 2 3 4 5 6 7 8 9 10 11 12 13 1 0 2 3 4 5 6 3 4 5 6 4 5 6 5 6 6
Quadruple Buyer Engagement 12/09/09 Right On Interactive 20% 15% 10% 5% 0% Nurture Communications Series Response Index Cumulative Response Rate Population Completed All Six Nurture Communications
Add to Campaign Results 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
Auto Nurture the Blog Lead 12/09/09 Right On Interactive Send higher quality leads to the sales team Cultivate future potential sales Reclaim and recycle inactive sales leads Nurture1 Sales Follow-up Email Nurture 2 Nurture 3 Nurture 4 Nurture 5 Nurture 6 Week 0 Week 1 Week 2 Week 4 Week 7 Week 11 Week 15 Full Name  Sum of Engagement Score Shows engaged contacts and leads Engagement________________________________ John Smith 13 Brian Vessel 12 Pat O’Toole 12 Jim Colts 10 Jamie Thompson   9 Maria Burke   9 Tom Gearhart   9 Kelly Baker   6
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 21 0 14
Segment & Schedule 12/09/09 Right On Interactive
Automated Lead Nurturing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/09/09 Right On Interactive
Initiate, Develop, Convert Stages 12/09/09 Right On Interactive Informational articles address common fears and objections Newsletter series on nutrition, exercise, and inspirational successes Forms, instructions, day-before confirmation Web Inquiry Task to Lead Team Personal Consultation Not Ready for Consultation Yes Decision PC-Nurture 1 PC-Nurture 2 NC-Incubate1 NC-Incubate 2 Task to Lead Team Personal Consultation Fax Forms Voice Reminder
Adopt Stage 12/09/09 Right On Interactive Since implementing Content Quest: Customers reach critical mass in record time 41.5 % average weekly improvement in posts per week compared to all customers Administrator Bloggers Content Quest is a sophisticated customer communications program that would be impossible to execute without the automation that 5Buckets is providing.” “ Initial Account Set-up Task to Client Success Team 1 2 3 4 Task  Call 5 6 7 8 Task  Call 1-3 4-6 7-9 10-12 11-13 14-16 17-19 20-22
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/09/09 © 2009 Right On Interactive
Questions & Answers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Using Blogs to Generate and Nurture Demand into Closed Business

  • 1. Please submit all questions using the questions tab on your GoToWebinar interface.
  • 2. Using Blogs to Generate and Nurture Demand into Closed Business featuring Chris Baggott CEO/CoFounder Compendium Blogware Richard Cunningham VP of Marketing Right On Interactive +
  • 3. Who benefits most from Information?
  • 4. Source: Pew Internet & American Life Project *Not online As Much As 80% of all web interactions begin with search 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Search Audio/Video Instant Message Text Message* Social Networking
  • 6. Website SEO PPC Campaigns 0 1,000’s Keyword Phrases Targeted Search Strategies
  • 7.  
  • 8. “… the overwhelming dominance of search engines is facing little, if any, threat from social networks.” eMarketer October 2009
  • 9. Almost All Blog Traffic Looks Like This: “ Organic Search Traffic is the most critical metric I track.” Kelly Feller Social Media Manager - Intel
  • 10. © 2009 Compendium Blogware, All Rights Reserved Winning Search: Targeted messages delivered around specific keywords .
  • 11. © 2009 Compendium Blogware, All Rights Reserved Create multiple web pages, each titled with specific keywords and/or phrases, populated with relevant (human) content.
  • 12.  
  • 13. What About The Others? Identified 5,000 terms
  • 14. © 2009 Compendium Blogware, All Rights Reserved
  • 15. © 2009 Compendium Blogware, All Rights Reserved
  • 16. © 2009 Compendium Blogware, All Rights Reserved
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  • 24. 250 Blogs….48 In Top 10 In Three Weeks
  • 27. Over 450 Clients Nationwide
  • 28. © 2009 Compendium Blogware, All Rights Reserved
  • 29. © 2009 Compendium Blogware, All Rights Reserved Cvent : The largest US based web survey and event management organization. Blogging since September 2008. 433% ROI as of October 2009. 399% Lift in click rate since July due to continuous testing. 500% Increase in keyword reach compared to paid search activity. Three program expansions to-date.
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  • 34. © 2009 Compendium Blogware, All Rights Reserved
  • 35. © 2009 Compendium Blogware, All Rights Reserved GK Elite : GK Elite Sportswear is the most recognized manufacturer of gymnastics apparel in the world. Blogging since December 2008. 976% ROI as of October 2009. 39% lift in sales, 30% traced directly back to blogs. Recently tripled program size due to success.
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  • 43. Lifecycle Map™ 12/09/09 Right On Interactive
  • 44. Blog to Lead Conversion 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
  • 45.
  • 46.
  • 47. Quadruple Buyer Engagement 12/09/09 Right On Interactive 20% 15% 10% 5% 0% Nurture Communications Series Response Index Cumulative Response Rate Population Completed All Six Nurture Communications
  • 48. Add to Campaign Results 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
  • 49. Auto Nurture the Blog Lead 12/09/09 Right On Interactive Send higher quality leads to the sales team Cultivate future potential sales Reclaim and recycle inactive sales leads Nurture1 Sales Follow-up Email Nurture 2 Nurture 3 Nurture 4 Nurture 5 Nurture 6 Week 0 Week 1 Week 2 Week 4 Week 7 Week 11 Week 15 Full Name Sum of Engagement Score Shows engaged contacts and leads Engagement________________________________ John Smith 13 Brian Vessel 12 Pat O’Toole 12 Jim Colts 10 Jamie Thompson 9 Maria Burke 9 Tom Gearhart 9 Kelly Baker 6
  • 50. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  • 51. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  • 52. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  • 53. Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 0 14
  • 54. Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 21 0 14
  • 55. Segment & Schedule 12/09/09 Right On Interactive
  • 56.
  • 57. Initiate, Develop, Convert Stages 12/09/09 Right On Interactive Informational articles address common fears and objections Newsletter series on nutrition, exercise, and inspirational successes Forms, instructions, day-before confirmation Web Inquiry Task to Lead Team Personal Consultation Not Ready for Consultation Yes Decision PC-Nurture 1 PC-Nurture 2 NC-Incubate1 NC-Incubate 2 Task to Lead Team Personal Consultation Fax Forms Voice Reminder
  • 58. Adopt Stage 12/09/09 Right On Interactive Since implementing Content Quest: Customers reach critical mass in record time 41.5 % average weekly improvement in posts per week compared to all customers Administrator Bloggers Content Quest is a sophisticated customer communications program that would be impossible to execute without the automation that 5Buckets is providing.” “ Initial Account Set-up Task to Client Success Team 1 2 3 4 Task Call 5 6 7 8 Task Call 1-3 4-6 7-9 10-12 11-13 14-16 17-19 20-22
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