Lead Nurturing: Constant Content

342 views

Published on

Examining content marketing and lead nurturing in the addiction treatment and behavioral healthcare market

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
342
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Lead Nurturing: Constant Content

  1. 1. Constant Content: Lead Nurturing Presented by Doug Edwards, Publisher Addiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, California September 23, 2013 1
  2. 2. FOR TODAY’S TWEETERS 2#NCADcon #NCADcon @douglasjedwards @prospectorpete1
  3. 3. DOUG EDWARDS, MBA 3#NCADcon Publisher Addiction Professional and Behavioral Healthcare Sales Director National Conference on Addiction Disorders Behavioral Healthcare Leadership Summit Addiction Professional Panel Series Content Developer http://betheblueballoon.blogspot.com/
  4. 4. TODAY’S AGENDA 4 •Who creates content? •What is ‘content marketing’? •What is ‘lead nurturing’? •How do the two work together? •Who should you target? •Where are we going? #NCADcon
  5. 5. 5 WHO CREATES CONTENT?
  6. 6. WE ALL CREATE CONTENT 6 1992, Doug in the eighth grade #NCADcon
  7. 7. SHARING TEXT AND IMAGES 7#NCADcon Early 1990s, Doug’s first infographic
  8. 8. SOMETIMES OPINIONATED 8#NCADcon 1996, Doug in high school, aiming to change the world
  9. 9. SOMETIMES SCHOLARLY 9#NCADcon 2000, Doug earning his BA
  10. 10. SOMETIMES SHOCKING 10#NCADcon 2003, Doug, award-winning journalist
  11. 11. SOMETIMES BRIEF 11 2013 #NCADcon
  12. 12. CONTENT EXPLOSION 12 Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png #NCADcon
  13. 13. 13 WHAT IS CONTENT MARKETING?
  14. 14. TODAY’S DILEMMA 14 Producing content BUT: •Reliance on e-newsletters/e-blasts •No content strategy •No connection to lead nurturing •No audience segregation •Not having enough to feed the funnel #NCADcon
  15. 15. WHAT IS CONTENT MARKETING? 15 ‘Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience– with the objective of driving profitable customer action.’ –Content Marketing Institute Source: http://contentmarketinginstitute.com/what-is-content-marketing #NCADcon
  16. 16. CHARACTERISTICS OF CM 16 •Ongoing •Engaging •Vendor neutral •Story based •Relevant •Essential: “must-read” or “must-watch” •Time sensitive •Dynamic #NCADcon
  17. 17. MANY TYPES OF CM 17#NCADcon
  18. 18. WEBINAR ON CONTENT MARKETING 18 http://tinyurl.com/addictioncontentmarketing #NCADcon
  19. 19. 19 WHAT IS LEAD NURTURING?
  20. 20. FIRST, WHAT IS LEAD GENERATION? 20#NCADcon •Generating interest in product or service •Gathering contact information and initial interests •First step in lead nurturing process
  21. 21. LEAD GEN—STARTING THE DIALOGUE 21 But leads are rarely immediately ready to refer or purchase #NCADcon
  22. 22. WHAT IS LEAD NURTURING? 22 ‘The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.’ –The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  23. 23. LEAD NURTURING CHARACTERISTICS 23 •Ongoing •Engaging •Relevant •Targeted •Progressive •Client-centered •Patient #NCADcon
  24. 24. LEAD NURTURING IS: 24 •Creating targeted campaigns •Guiding prospects to a purchase/ referral/etc. and ‘staying in touch’ •Respectful of the prospect’s stage in the buying/referring process #NCADcon
  25. 25. LEAD NURTURING IS NOT: 25 •Sending an occasional e-newsletter •E-blasting an entire database •Calling prospects every few weeks •Failing to understand clients’ decision- making process Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  26. 26. HOW TO TELL THE DIFFERENCE? 26 ‘Ask yourself if the information you’re providing will be useful to them even if they never buy from you.’ –The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  27. 27. WHAT’S IMPORTANT IN LN? 27 •Building trust •Obtaining permission •Establishing credibility •Feeding the funnel Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  28. 28. BUILDING TRUST 28 ‘Unless you are a well known company like IBM, the best way to build credibility and trust is by sharing useful information.’ –The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  29. 29. OBTAINING PERMISSION 29#NCADcon •Adhere to anti-spam laws •Aim for opt-in communications •Ask prospects what they want to know about
  30. 30. ESTABLISHING CREDIBILITY 30#NCADcon
  31. 31. FEEDING THE FUNNEL 31#NCADcon
  32. 32. CONTENT CURATION 32#NCADcon
  33. 33. WHY REINVENT THE WHEEL? 33 ‘A nurture interaction doesn’t need to be about a whitepaper. It doesn’t need to be a detailed blog post. In fact, it doesn’t even [need] to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote.’ –Jon Miller of Marketo Source: http://blog.marketo.com/blog/2013/05/content-curation-for-lead-nurturing.html #NCADcon
  34. 34. SHARING DOESN’T MEAN STEALING 34#NCADcon
  35. 35. WHO ARE CONTENT EXPERTS? 35 •You! •Your staff •Your alumni •Your customers/referral sources •Consultants •Content producers in the field #NCADcon
  36. 36. 36 HOW DO LEAD NURTURING AND CONTENT MARKETING WORK
  37. 37. MANUAL OR AUTOMATIC? 37#NCADcon
  38. 38. LEAD SCORING MANUALLY 38 ‘Complicated back-end systems will make all this easier, but are not necessary for getting started and sticking with it, as long as the people involved in executing the lead conversion plan internalize the system and use it aggressively to fully nurture every promising lead you acquire.’ –Kern Lewis, Forbes.com Source: http://www.forbes.com/sites/kernlewis/2012/03/21/the-twelve-step-program-for-lead-nurturing/ #NCADcon
  39. 39. MARKETING AUTOMATION TOOLS 39#NCADcon Evaero
  40. 40. LEAD NURTURING SIMPLIFIED 40#NCADcon
  41. 41. EXAMPLE: MEET MOLLY MARKETER 41#NCADcon
  42. 42. MOLLY MEETS RITA, SALLY, & DON 42 Miss Rita Mrs. Sally Mr. Don #NCADcon
  43. 43. THESE ARE ALSO ‘PERSONAS’ 43 Miss Rita Frequent referrer Attends many conferences Hard to pin down; frequently on the go Mrs. Sally Infrequent referrer—works in a public setting Known as a “show floor shopper” Focus on CE credits Mr. Don Occasional referral source Needs a lot of information before making a referral Hungry for new information and treatment techniques #NCADcon
  44. 44. MOLLY SENDS CONTENT POST-SHOW 44 “It was great meeting you at NCAD. I thought you would enjoy this brief video on demonstrating successful outcomes with clients with co-occurring eating disorders and heroin addiction.” #NCADcon
  45. 45. MOLLY’S PROSPECTS REACT 45 “It was great meeting you at NCAD. I thought you would enjoy this brief video on demonstrating successful outcomes with clients with co-occurring eating disorders and heroin addiction.” CLICKS ON VIDEO LINK DOESN’T OPEN E-MAIL #NCADcon
  46. 46. MOLLY TARGETS 46 “Our presenter at NCAD is having a follow-up Webinar on gender issues in treating patients with co-occurring eating disorders and heroin addiction.” #NCADcon
  47. 47. MOLLY TARGETS 47 “Our presenter at NCAD is having a follow-up Webinar on gender issues in treating patients with co-occurring eating disorders and heroin addiction.” ATTENDS WEBINAR DOESN’T REGISTER #NCADcon
  48. 48. MOLLY RE-TARGETS 48 “Our Clinical Director will be in your area for a lunch’n’learn. Can you join us for an educational presentation?” #NCADcon
  49. 49. MOLLY RE-TARGETS 49 “Our Clinical Director will be in your area for a lunch’n’learn. Can you join us for an educational presentation?” ATTENDS DOESN’T ATTEND #NCADcon
  50. 50. MOLLY CONTINUES CM & LN 50 WEBINARS VIDEOS #NCADcon
  51. 51. MOLLY CONTINUES CM & LN 51 WEBINARS VIDEOS WHITE PAPERS PRESENTATIONS #NCADcon
  52. 52. MOLLY CONTINUES CM & LN 52 WEBINARS VIDEOS WHITE PAPERS PRESENTATIONS E-NEWSLETTER LUNCH’N’LEARNS BLOGS #NCADcon
  53. 53. MOLLY RECEIVES REFERRAL 53#NCADcon “Your center clearly has expertise in treating patients with eating disorders and heroin addiction.”
  54. 54. MOLLY DILIGENT ABOUT CRM 54 Don 88 Anyway Dr. Anaheim, CA 99999 don@dondon.com 222-867-5309 #NCADcon
  55. 55. STEADY BUT NOT OVERWHELMING 55 Content once a month—too cold #NCADcon
  56. 56. STEADY BUT NOT OVERWHELMING 56 Content once a week—too hot Content once a month—too cold #NCADcon
  57. 57. STEADY BUT NOT OVERWHELMING 57 Content once every two to three weeks—just right Content once a week—too hot Content once a month—too cold (Depending on stage) #NCADcon
  58. 58. 58 WHO SHOULD YOU TARGET?
  59. 59. KNOW THY AUDIENCE EXECUTIVES ALUMNI CLINICIANS FAMILY AND FRIENDS PHYSICIANS 59 SOBER PRIDE #NCADcon
  60. 60. CONTACT’S CONTENT NEEDS CHANGE FAMILY MEMBER 60 #NCAD #NCADcon
  61. 61. CONTACT’S CONTENT NEEDS CHANGE ALUMNA FAMILY MEMBER 61 SOBER PRIDE #NCADcon
  62. 62. CONTACT’S CONTENT NEEDS CHANGE PHYSICIAN ALUMNA FAMILY MEMBER 62 SOBER PRIDE #NCADcon
  63. 63. CONTACT’S CONTENT NEEDS CHANGE CLINICIAN ALUMNA FAMILY MEMBER 63 SOBER PRIDE #NCADcon
  64. 64. TARGET BASED ON STAGE & INTEREST 64 •People have different content wants and needs •Not everyone is at the same stage in the decision-making process •Interest level will change over time •Keep in mind “pain points” #NCADcon
  65. 65. 65 WHERE ARE WE GOING?
  66. 66. CONTENT MARKET OR…DISAPPEAR 66#NCADcon
  67. 67. NURTURE LEADS OR BE FORGOTTEN 67#NCADcon
  68. 68. MORE AUTOMATION 68 Lead scoring More technological solutions More in-depth knowledge of referral sources’/customers’ behaviors & interests #NCADcon
  69. 69. CONTENT REMAINS KING 69 #NCAD #NCADcon
  70. 70. KEY TAKEAWAY 70 ‘[N]urtured prospects buy more, require less discounting, and have shorter sales cycles than prospects that were not nurtured.’ – The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon
  71. 71. NO LEADER OF LEAD NURTURING 71#NCADcon Everybody can do it!
  72. 72. ONE STEP AT A TIME 72 •LN & CM takes time •Enjoy content creation •Doesn’t happen overnight •Start small •You are a field expert! #NCADcon
  73. 73. GOLDEN OPPORTUNITY 73#NCADcon
  74. 74. I’M HERE TO HELP 74 #NCAD #NCADcon
  75. 75. QUESTIONS? 75 http://betheblueballoon.blogspot.com/ @douglasjedwards | doug@addictionpro.com | 216-373-1201 #NCADcon

×