Using Blogs to Generate and Nurture Demand into Closed Business
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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 +
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
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
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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
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