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Content Marketing Strategies That Drive and Protect Organic Leads - NEDMA 2015


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Presentation at the NEDMA annual conference held at Bentley University on May 27th 2015.

The explosion of content marketing has created new opportunities for marketers to take back control of their brands and the way that consumers interact with them prior to engagement. This presentation will review new methods by which marketers are using content marketing in conjunction with marketing automation to develop consumer interest and protect consumer engagement from competitive infiltration. Focusing on an in depth analysis of direct mail and email marketing campaigns, marketers will learn marketing best practices that will drive brand awareness and credibility while attracting, engaging, nurturing, and converting more leads, customers, and fans.

Key Takeaways:

1. How the desire of consumers to research online prior to brand engagement has created an opportunity for brands to generate organic leads

2. Best practices for brands to retain consumers in their marketing funnels and not lose them to competitive efforts

3. Actionable strategies and creative tips on how to maximize their brand’s marketing campaigns using powerful cross-­‐channel marketing automation tools and effective content marketing

Published in: Marketing
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Content Marketing Strategies That Drive and Protect Organic Leads - NEDMA 2015

  1. 1. Content Marketing Strategies THAT DRIVE AND PROTECT ORGANIC LEADS
  2. 2. Today’s Speaker Dennis Kelly @djkelly1 Boingnet CEO @boingnet
  3. 3. What are we doing today? • What is content marketing and why it represents both an opportunity to generate and protect organic leads • Best practices for brands to retain consumers in their funnels • Sample Case Studies
  4. 4. Content Marketing – What is it? “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” – Joe Pulizzi – Content Marketing Institute
  5. 5. Content Marketing - Common Misconceptions Content and Inbound – the same thing? • Inbound Marketing – Getting found • Outbound Marketing –Targeting likely buyers • Lead Nurturing – help them throughTHEIR process • Loyalty & Retention Content Marketing is online marketing • Online – web, social • Mobile – apps, messaging • Offline – direct mail, print ads, broadcast
  6. 6. Content Marketing – Everyone is doing it • 93% of B2B marketers use content marketing, a 2% increase over 2012. (Source: CMI) • Website conversion rate is nearly 6x higher for content marketing adopters than non- adopters (2.9% vs 0.5%). (Source: Aberdeen) • 78% of CMOs believe custom content is the future of marketing. (Source: DemandMetric)
  7. 7. What’s Changed? Buyers are researching before buying. • “94% of B2B buyers do some form of online research”– AcuityGroup (Oct. 2014) • “44% conducted research from a mobile device”– AcuityGroup (Oct. 2014) • “Just 37% of B2B buyers who used supplier websites to conduct research say this is their most helpful channel”– Acuity Group (Oct. 2014)
  8. 8. GE Capital Bank Consumer Research – Major Purchases ($500 or more) • 81% Research online before visiting store • 80% start research online, at home (up 61% in 2013!) • Average 79 Days gathering information • 60 % start the process by visiting a search engine
  9. 9. What are researching buyers seeking? Fit.They want to find the right product at the right price. Buyers don’t want to waste time (theirs or yours) If marketers don’t give them what they want, they will go find it.
  10. 10. Content Marketing Generates & Nurtures Leads Researching buyers want good content Buyers will give up information in exchange for good content If your content is engaging, they’ll listen to more. If not…
  11. 11. Marketers have turned to Marketing Automation
  12. 12. How Marketing Automation Complements Content Marketing Content Distribution Stage & Profile Driven Targeting Marketing vs IT speed
  13. 13. Marketing Automation – Do More, Faster 80/20 rule – Email & landing pages Other channels Personalization = better content Drip Campaigns CRM Integration Analytics
  14. 14. Key Takeaways Content Marketing is exploding Content Marketing generates & nurtures lead by helping buyers find the right fit Marketing Automation gives marketers better tools to efficiently distribute content in an intelligent way
  15. 15. Google – your friend, and your foe
  16. 16. Google Is The Content Gatekeeper “Google holds a staggering 67.6% of the U.S. search engine market share” comScore April 2014 “Google now processes 40,000 search queries every second on average, over 3.5 billion searches per day and 1.2 trillion searches per year” Internet Live Statistics Google has become the free product & service research tool for the world.They monopolize the starting point for buyer research.
  17. 17. Google AdWords – What Google Really Cares about 1.) In 2014, Google officially surpassed $59 billion in total advertising revenue. About of their revenue. 2.) Of that $59 billion in ad revenue, Google reported $14.4 billion in net income for 2014. Google doesn’t care about your content. It wants to use the searches from your buyers to sell ads to your competitors.
  18. 18. What happens when consumers research using Google?
  19. 19. What is Google doing to your funnel?
  20. 20. What’s the Best Strategy to Maximize Campaign Impact? Ignoring what consumers want to do won’t work Defeating Google’s momentum is not possible
  21. 21. Use Marketing Jiu-Jitsu Use the overwhelming force to your advantage in 2 ways: 1. Redirect consumers in your campaigns by giving them what they want in a “safe space” 2. Link AdWords campaigns to your campaigns – online and offline
  22. 22. 1st Jiu-Jitsu Strategy – Point researchers in the right direction 1. Develop a landing page/microsite with quality content buyer want – features, benefits, pricing, reviews 2. Distribute the URL through ALL OFYOUR CHANNELS. Web, email, direct mail, social. 3. Use automation to keep a steady flow of high quality content to your leads
  23. 23. 2nd Jiu-Jitsu Strategy – Buy your own AdWords real estate 1. Set up a Campaign in Google AdWords to correspond with your any-channel campaign 2. Bid on keywords that are related to your offer (tip – make sure to buy the brand name!) 3. Link those keywords to variants on the campaign landing pages that use the keywords in the URL, the title and copy
  24. 24. Landing Pages & Microsites – The “Safe Places” for brands to help buyers research A controlled environment that lets you give consumers what they want without distraction Low cost, easy to set up & embed in online, offline, direct mail & Google AdWords campaigns Especially useful for higher priced products with longer sales cycles
  25. 25. No Brainer Best Practice: Use pURL Landing Pages for Email & Direct Mail Content Step 1 – set up a pURL for the landing page to embed in your email and/or direct mail Step 2 – Set up a landing page that matches the creative of your email and/or direct mail Step 3 – Use profile data to personalize the message AND the landing pages for each target – keep message match!
  26. 26. Your Home Page Isn’t a Landing Page! ▪ Multiple Messages ▪ 7 Calls to Action • Designed for navigation, not designed for conversion
  27. 27. Key Takeaways #2 • Google is the content gatekeeper.You need a strategy to optimize your activities around it • Distribute high quality content on landing Pages & microsites through all of your channels, online and offline to avoid “Funnel Leaks” • Set Up Google AdWord to point to your landing pages as a complement all of your online & offline campaigns. Buy the real estate that your competitors want
  28. 28. Case Study #1 Bose Home Speakers • 90 Day Risk Free Audition • Direct Mail & Landing Page • Google AdWords
  29. 29. Case Study – Bose Speaker Direct Mail Offer Received triple folded letter from Bose 90 Day Risk Free Offer Need to unfold for CTA
  30. 30. Case Study – Bose Speaker Direct Mail Offer
  31. 31. Case Study – Bose Speaker Direct Mail Offer
  32. 32. Case Study – Bose Speaker Direct Mail Offer
  33. 33. Case Study – Bose Speaker Direct Mail Offer
  34. 34. Case Study #2 Vector Marketing • Vector Summer Job • Direct Mail & Landing Page • Googling – a bit of an issue
  35. 35. Case Study – Vector Summer Job
  36. 36. Case Study – Vector Summer Job
  37. 37. Case Study – Vector Summer Job
  38. 38. Case Study – Vector Summer Job
  39. 39. Case Study #3 AIG Advisor Group - Speak Loud Campaign • Designed to boost brand awareness among financial advisors and convince them to join one ofAIG’s 4 broker dealer groups • Digital Ads, Print Ads, Direct Mail, Email Blasts, Google AdWords, YouTube,Twitter, OnlineVideo Commercials • 2 year campaign – Phase 1 dedicated to generating leads, Phase 2 dedicated to nurturing the leads
  40. 40. Case Study – AIG Speak Loud Microsite
  41. 41. Case Study – AIG Speak Loud –YouTube & Print Ads
  42. 42. Case Study – AIG Speak Loud – Google Search
  43. 43. Takeaways, Questions, Thoughts? • Content Marketing is exploding because buyers are researching everything before they buy • Google represents opportunity and threat to your campaign – you need a strategy • Distribute high quality content on landing Pages & microsites with directed URL’s to control your environment and protect leads from Google’s “Siphon”
  44. 44. Quick Word on Boingnet • Rockland, MA SaaS provider of Lightweight Marketing Automation • Affordable, easy to use, fast to implement • White LabelVersion forAgencies • Feature Set: • Landing Pages • Microsites • Email Marketing with Drips/Lead Nurturing • Direct Mail pURLs • SMS/Text Messaging
  45. 45. ThankYou! Get in touch: Dennis Kelly @djkelly1 T: 781-421-6291
  46. 46. Case Study –Yodle Lead Generation Service Market Testing
  47. 47. Data Driven Content Marketing - Yodle
  48. 48. Case Study –Yodle Lead Generation Service Market Testing
  49. 49. Your Direct Mail Google Strategy? All of your direct mail targets are using Google every day No amount of great creative, CTA, database targeting can help you avoid it Smart mailers bake Google into their campaign strategy. A good strategy starts with some questions:
  50. 50. What Makes a Good Landing Page? Web Page Designed to Convert Clear & Consistent Headline & Subhead Single CallTo Action “Message Match”
  51. 51. Use Responsive Design for Mobile • 20-50% of Landing PageTraffic Mobile • Smartphone &Tablets • 300% higher conversion
  52. 52. What is Google doing to your campaign?
  53. 53. Use Landing Pages (or microsites). For Everything. You OwnThem. Facebook, Google,Twitter, etc. don’t Easily optimized for SEO & PPC Marketing Automation makes them easy & affordable
  54. 54. Use Landing Pages (or microsites). For Everything. Cross Channel – online and offline For content used for lead gen through loyalty Personalization drives conversion