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Using Blogs to Generate and Nurture Demand into Closed Business
 

Using Blogs to Generate and Nurture Demand into Closed Business

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

    • Please submit all questions using the questions tab on your GoToWebinar interface.
    • 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
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    • “… 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
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    • Keywords
      • "Think about what people are going to type...and talk about that"
              • Matt Cutts: Google
      3,000,000 Searches/ 200 Terms
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    • 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.
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    • Results
      • 45% Unique Visitors Actually sign up
      • 80% Become customers or are in the sales process.
    • © 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.
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    • Takeaways for Common Success
      • Blogging Strategy Built for Search
      • Thorough Keyword Analysis
      • Consistent Content Creation
      • Strong Calls to Action
      • Metrics and Analytics
    • 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
    • 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
    • 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.
    • 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…
      • 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
    • 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
    • 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
      • 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
    • 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
      • 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
    • Questions & Answers
      • Chris Baggott
      • [email_address]
      • www.compendium.com
      • Richard Cunningham
      • [email_address]
      • www.rightoninteractive.com