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Using Blogs to Generate and Nurture Demand into Closed Business
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Using Blogs to Generate and Nurture Demand into Closed Business

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  • 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
  • 5. 43% Increase
  • 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
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22. Keywords
    • "Think about what people are going to type...and talk about that"
            • Matt Cutts: Google
    3,000,000 Searches/ 200 Terms
  • 23.  
  • 24. 250 Blogs….48 In Top 10 In Three Weeks
  • 25. Solicit Content
  • 26. User Generated Content
  • 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.
  • 30.  
  • 31.  
  • 32.  
  • 33. Results
    • 45% Unique Visitors Actually sign up
    • 80% Become customers or are in the sales process.
  • 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.
  • 36.  
  • 37.  
  • 38.  
  • 39. Takeaways for Common Success
    • Blogging Strategy Built for Search
    • Thorough Keyword Analysis
    • Consistent Content Creation
    • Strong Calls to Action
    • Metrics and Analytics
  • 40. Who We Are
    • Customer Lifecycle Marketing Platform
      • Multi-touch, multi-channel Communications
      • Headquarters in Indianapolis, IN
      • Over 300 active customers
      • Increase new sales, retention, and customer lifetime value
    12/09/09 © 2009 Right On Interactive
  • 41. 5Buckets On-demand Software
    • Lifecycle Communications
    • Connect disparate data sources with marketing communication technologies
    • Segment, schedule, trigger outbound communications and tasks
    12/09/09 © 2009 Right On Interactive
  • 42. The Customer Lifecycle 12/09/09 © 2009 Right On Interactive
    • Initiate – A constituent is identified or initially engages with the company.
    • Develop – Based on their behavior, etc., out-bound communications continue to engage the constituent.
    • Convert – The constituent moves into an active buying cycle.
    • Adopt – The new customer begins to use or consume the product or service.
    • Value – The customer gains tangible value through the product or service.
    • Advocate – The customer actively promotes the company and products to friends and colleagues.
  • 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. What Often Happens…
    • Qualified – Transfer to Sales
      • Marketing communications cease during sales cycle
      • Inactive sales leads remain out of communication loop
    • Unable to Qualify – Add to newsletter list
      • Everyone receives the same content
      • Everyone is on the same monthly/quarterly cadence
    12/09/09 Right On Interactive
  • 46. What Should Happen…
    • Programmatic drip nurture campaign
      • Individualized content and cadence
      • Reengage inactive sales leads
    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
  • 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. Automated Lead Nurturing
    • Drive More Revenue
      • Increase engagement up to 400% or more!
      • Convert higher quality sales opportunities
    • Accomplish More with Available Resources
      • Eliminate manual list and campaign management
      • Improve personalization, relevance, and cadence
    • Align Sales & Marketing
      • Smooth lead management process
      • Reclaim, recycle inactive sales leads
    12/09/09 Right On Interactive
  • 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
  • 59.
    • Richard Cunningham
    • Vice President, Marketing
    • [email_address]
    • 317.225.5874
    • New whitepaper
    • “ Action Guide to Lead Management Success”
    • www.rightoninteractive.com
    12/09/09 © 2009 Right On Interactive
  • 60. Questions & Answers
    • Chris Baggott
    • [email_address]
    • www.compendium.com
    • Richard Cunningham
    • [email_address]
    • www.rightoninteractive.com