SalesForce: How to Win the War on the Web Byron White Chief Idea Officer ideaLaunch Exclusive Presentation SalesForce.com September 22, 2011
Agenda How can you reach bigger audiences, driving awareness, pipeline, and product adoption? Create great content. So great, readers share it. We've brought in a content marketing expert to help us understand what we need to write about, at what frequency, and how to make sure it gets picked up in search. Write about information customers want and need. Byron will provide real-world examples of low hanging fruit that just needs to be optimized, as well as new opportunities we might explore. Let’s do it.
Content Marketing is a Team Sport Brand You Is the Secret Weapon The Content Marketing Revolution
Step 1 The Content Plan Research Summary Competitive Intelligence Keyword Filtering Content Analysis Organic Market Share Content Asset Allocation Conclusions How much content? How frequently? How good is it? What distribution channels?
SalesForce.comVideo Content A- What’s Now? Content/Design A Cloud Depth B What’s next? Predicting Sales Future Chatter Builds Trust Trust Builds Sales The Force is With You Dream Your Way to Success
SalesForce Blog Content B Old Layout Layout and Design C Frequency + Volume A Rich Info Advice C
SalesForce New Blog B What’s Now? Layout/Design A Lead Generation C What’s next? Contributor Volume Link Strategy Lead Generation White Papers Humor Sunshine on a Cloudy Day
White Papers and Case Studies C What’s Now? Information Rich Dry Tone and Style What’s next? Call to Action (Lead Gen) Information Design Rich Link Strategy Subscription Service Topic Spot On Purple Papers
Web Pages C Lead Gen Page See Lots of Demos Form Length What’s Wrong Test Form Size Right Column SalesForce Products Product Image No Motivation No Education
Web Pages C Pricing Page Free Chatter Plus What’s Wrong Right Column Value Add White Paper Lead Generation Motivation Education Information
Web Pages C Learn More Page Access Help Chat 10 Seconds Pulls away after 10 Seconds Transform Business with SalesForce Products Betterment Ideas Access Help Chat 24 x 7 Transform Business with Value Add White Paper for Lead Gen Motivation 48 Minutes not 48 Hours
Great Editors are required to develop great content “Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.” —Gene Fowler “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith
Great Editors know how to craft an engaging story
Great Editors find your company’s Haiku and distinct voice Haiku: Japanese 3 line poem, 17 syllables Define the style and tone that delights readers Identify what type of content performs best Modify content assets for different channels Develop consistency within content assets
A Sneak Peak at the Conversion Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Content: Are you earning trust with information customers want and need? Usability: Is your content and imagery optimized for conversion? Motivation: Do you have clear reasons to buy and not try the competition? Incentive: Are you offering any incentives, trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?
New meaning needs to be developed to find the best path
New methodology needs to be formulated for big decisions
New reward needs to surface with the right decision
The Paradox of Choice by Barry Schwartz
Tip # 2: The Conversion Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Content: Are you earning trust with information customers want and need? Usability: Is your content and imagery optimized for conversion? Motivation: Do you have clear reasons to buy and not try the competition? Incentive: Are you offering any incentives, trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?
Test “feel” words to improve conversion rates Employment Sell Words Entry Level Position Excellent Growth Opportunity Immediate Openings Leading Company Seeks Growing Company Seeks Team Player Strong Interpersonal Skill Financially Motivated Annual Performance Bonus Team Environment Financial Sell Words You’re Already Pre-Approved Cash Back Offer Be Debt-Free in Weeks Instant Financial Freedom No Annual Fee Pocket Extra Money Low Introductory Rate Fast Cash Start Saving Now Peace of Mind
Test “sell” words to improve conversion rates Offers Special Offer Exclusive Offer Limited Time Offer Click Here Right Now Instant Access Instant Download Free Shipping No-Fuss Signup Easy Signup Trials Free Trial First Time Trial No-Risk Trial Risk Free Trial Buy After Review Test Drive Free Membership Free Subscription Join Beta Group Free Trial with Feedback Motivators Free Gift Pays for Itself Limited Availability As Seen on TV Solve X Stop Y All Inclusive Best Rated Tested and Proven Money-Back Guarantee
Test both positive and negative sell words Positive Sell Words Persevering Efficient Hard-Driving Proactive Adaptable Responsive First-rate Top-notch Highly Competent Powerful Negative Sell Words Baffling Blurred Unclear Bewildering Mind-Boggling Complicated Convoluted Perplexing Puzzling Mixed Up
Tip #3: What’s your mantra Winning is Everything Green Bay Packers Think IBM Fun Family Entertainment Disney Save Babies March of Dimes Healthy Fast Food Wendy’s Kick Butt in Air and Space Air Force The Art of the Start, Guy Kawasaki
Get in tune with customer 2.0 wants and needs 2.0 Customers Needs
Hire great writers with great characteristics Curiosity Passionate Voice Well Traversed Make Meaning Keep it Simple Less is More Short and Sweet Fresh Insight Results Driven Inquisitive Storytellers Journalists Researchers Socratic Optimizers Knowledge Seekers Wordsmiths Deep Diggers Big Picture Thinkers
Learn how and why to tell stories Great Stories --> Solve problems --> Teach us to be smart --> Offer surprise and delight --> Focus on “what happens next” --> Introduce great characters --> Are contagious --> Engage readers Sisomo by Kevin Roberts
Competitive Research: Lots of Free Tools Free Research Tools WordVision.com SpyFu.com Compete.com Quantcast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com
Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201 “The only marketing left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book Download Visit ideaLaunch.com