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LITE 2017 – How to Create Content that Converts to Leads [Ryan Cochrane]


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LITE 2017 – How to Create Content that Converts to Leads [Ryan Cochrane]

  1. 1. How to Create Content that Converts to Leads
  2. 2. ● Personas – What they are, and why you need them. ● Solving Problems – Mapping content to your sales process. ● Close the deal, Gil! – Know who’s reading your content, and manage them in your sales pipe. Things we’ll cover
  3. 3. About Me
  4. 4. Much Serious.
  5. 5. Sometimes.
  6. 6. Then adulting happened, and I became a marketer. Ew.
  7. 7. You may know me from such features as…
  8. 8. If you’re on the website, you’ve seen our content.
  9. 9. If you’ve read our emails, you’ve read our content.
  10. 10. If you’re in this room, you’ve engaged with our content.
  11. 11. And a team with a guy who owns a Kermit costume made that happen. You can too.
  12. 12. How?
  13. 13. The reason you’re here is because you fit into our personas.
  14. 14. What’s a Persona?
  15. 15. “A persona is a semi-fictional character that personifies your ideal customer” -Forbes Your ideal customer *should* be your existing customers. Ergo…your current personas are probably your customers. What’s a Persona?
  16. 16. What’s a Persona?
  17. 17. So what’s the big deal?
  18. 18. The customers you have, and the customers you want, probably aren’t the same thing.
  19. 19. Things you’re probably looking for: - A customer that brings more revenue. - A customer you can serve better. - A customer that’ll recommend you to peers. - A customer that loves the work you do. - A customer that stays with you for longer. - A customer that pays to attend your conferences, in a tech incubator, and visits sessions on day 2 of the conference after lunch. Why?
  20. 20. This works.
  21. 21. - 71% of companies who exceed revenue and lead goals have documented personas. - 90% of companies using Personas have a clearer understanding of who buyers are. - 56% of companies have created higher quality leads using personas. - Using personas increases website traffic by up to 210%. - You’re living proof that the system works. This works
  22. 22. Building a Persona
  23. 23. Here at Administrate, we prioritise the following four personas: • James – The Operations Manager in a mid-large business. • Rebecca – The Training Co-Ordinator in a mid-large business. • Ken – The Company owner/founder/manager in a small business. • Sarah – The Training Co-Ordinator in a small business. We speak with many more, from CEO and CTO, through to Personal Assistants. And we know what makes them tick. Building a Persona
  24. 24. Exercise
  25. 25. Now that we can see who occupies the role, and their common problems, it’s easy to see how we can make their lives easier. That means we also know what content will engage with them. Where’s the pain?
  26. 26. Make it ‘appen, cap’n
  27. 27. Content should cover the four key areas of the sales funnel. • Awareness • Interaction • Interest • Action Creating the Content
  28. 28. • Awareness Getting on the radar. Videos, PR, Social Media, Remarketing, etc. • Interaction Positioning as the solution, highlighting the problem. Tools and eBooks. • Interest Help persuade them to purchase. Case studies. • Action Close. Sneak peeks, trials, free sessions. Creating the Content
  29. 29. Close The Deal
  30. 30. • Know your audience. - Lead Scoring - Website Tracking - Abandoned Carts - Gated Content • There are tools for everything. Administrate integration partner Lead Liaison. Close The Deal
  31. 31. • Create Content for the Close Getting asked the same questions over and over? Build content that answers the question. • I’ve done all of this, and they didn’t buy. - Only 2% of sales happen when parties meet for the first time. - Keep peppering. - Be their friend. Close The Deal
  32. 32. The race is long, and in the end, it’s only with yourself.
  33. 33. Small changes = Big results. Stay patient.
  34. 34. Questions? How to Create Content that Converts to Leads
  35. 35. Thank You!