Salesforce: How To Win The War On the Web

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Byron White's presentation to Salesforce at their headquarters in San Francisco, CA, September 22, 2011.

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Salesforce: How To Win The War On the Web

  1. 1. SalesForce: How to Win the War on the Web<br />Byron White<br />Chief Idea Officer<br />ideaLaunch<br />Exclusive Presentation<br />SalesForce.com<br />September 22, 2011<br />
  2. 2. Agenda<br />How can you reach bigger audiences, driving awareness, pipeline, and product adoption?<br />Create great content. So great, readers share it.<br />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. <br />Write about information customers want and need.<br />Byron will provide real-world examples of low hanging fruit that just needs to be optimized, as well as new opportunities we might explore. <br />Let’s do it.<br />
  3. 3. Content Marketing <br />is a Team Sport<br />Brand You<br />Is the Secret Weapon<br />The Content<br />Marketing Revolution<br />
  4. 4. What isContent Marketing?<br />
  5. 5. It’s the art of listening to your customers’ wants and needs<br /> Search Box<br /> Social Media<br /> Web Analytics<br /> Keyword Popularity<br /> Customer Service<br /> Questionnaires<br />
  6. 6. And the science of delivering it to them in a compelling way<br /> Articles<br /> Blogs<br /> Books<br /> eBooks<br /> RSS Feeds<br /> Printed Books<br /> Newsletters<br /> Videos<br /> Web<br /> Widgets<br />
  7. 7. It’s catching readers orbiting at high speeds<br />Applet<br />Desktop<br />Events<br />Information Portals<br />Mobile<br />Podcasts<br />RSS Feeds<br />Social Networks<br />News<br />
  8. 8. With information they want and need<br />Love It Metrics<br /> Downloads<br /> Time on Site<br /> Repeat Visitation<br /> Send to Friend<br /> Post to Network<br /> Link to Page<br />
  9. 9. It’s testing campaigns to learn what works best<br /> A/B Testing<br /> Multivariate Testing<br /> Eye Track Testing<br /> Segmentation Testing<br /> Geo Target Testing<br /> Usability Testing<br /> Content Testing<br />
  10. 10. And finding the most efficient path to engagement and sales<br />The Trust Pipeline<br />Score Engagement<br />Qualify Lead <br />Evaluate Intent<br />Induce Trial<br />Motivate Purchase<br />Get the Sale<br />Correlate Assets to Sale<br />
  11. 11. Content Marketing is a Team Sport<br />
  12. 12. The Six Step Content Marketing Workflow<br />
  13. 13. Step 1 The Content Plan<br />Research Summary<br />Competitive Intelligence<br />Keyword Filtering<br />Content Analysis<br />Organic Market Share<br />Content Asset Allocation<br />Conclusions<br />How much content?<br />How frequently?<br />How good is it?<br />What distribution channels?<br />
  14. 14. Competitive Research<br />
  15. 15. Keyword Research<br />
  16. 16. Keyword Silo Development<br />
  17. 17. Market Share Analysis of Keyword Silos<br />
  18. 18. Content Research<br />
  19. 19. Content Analysis<br />
  20. 20. Social Media Research<br />
  21. 21. Social Media Analysis<br />
  22. 22. Research Summary<br />
  23. 23. Additional Elements for Future Development<br />Style Guides<br />Customer Research<br />Persona Development<br />
  24. 24. Step 2 Content Creation<br />How good? <br />+ Customer Interests<br />+ Industry Expert Writers<br />+ Conversion Influence<br />+ Performance goals<br />How much? <br />+ Distribution Channels<br />+ Topic Research<br />+ Publishing Research<br />+ Market Share Analysis<br />How often?<br />+ Publishing Frequency<br />+ Channel Distribution<br />+ Customer Reach<br />
  25. 25. What is great content?<br />
  26. 26. SalesForce.comVideo Content A-<br />What’s Now?<br />Content/Design A<br />Cloud Depth B<br />What’s next?<br />Predicting Sales Future<br />Chatter Builds Trust<br />Trust Builds Sales<br />The Force is With You<br />Dream Your Way to Success<br />
  27. 27. SalesForce Blog Content B<br />Old Layout<br />Layout and Design C<br />Frequency + Volume A<br />Rich Info Advice C<br />
  28. 28. SalesForce New Blog B<br />What’s Now?<br />Layout/Design A<br />Lead Generation C<br />What’s next?<br />Contributor Volume<br />Link Strategy<br />Lead Generation<br />White Papers<br />Humor<br />Sunshine on a Cloudy Day<br />
  29. 29. White Papers and Case Studies C<br />What’s Now?<br />Information Rich<br />Dry Tone and Style<br />What’s next?<br />Call to Action (Lead Gen)<br />Information Design Rich<br />Link Strategy<br />Subscription Service<br />Topic Spot On<br />Purple Papers<br />
  30. 30. White Papers and Case Studies C<br />
  31. 31. Web Pages C<br />Lead Gen Page<br />See Lots of Demos<br />Form Length<br />What’s Wrong<br />Test Form Size<br />Right Column<br />SalesForce Products<br />Product Image<br />No Motivation<br />No Education<br />
  32. 32. Web Pages C<br />Pricing Page<br />Free<br />Chatter Plus<br />What’s Wrong<br />Right Column<br />Value Add White Paper<br />Lead Generation <br />Motivation<br />Education<br />Information<br />
  33. 33. Web Pages C<br />Learn More Page<br />Access Help Chat 10 Seconds<br />Pulls away after 10 Seconds<br />Transform Business with SalesForce Products<br />Betterment Ideas<br />Access Help Chat 24 x 7<br />Transform Business with Value Add White Paper for Lead Gen Motivation<br />48 Minutes not 48 Hours<br />
  34. 34. Sales and Marketing Integration C<br />
  35. 35. Sales and Marketing Integration C<br />
  36. 36. Email C<br />
  37. 37. Email Marketing C<br />
  38. 38. Email Marketing C<br />What’s Now?<br />What is the Cloud?<br />Duplicate Content<br />What’s next?<br />Meta Descriptions<br />Resource Center<br />Conversion Enabled<br />Internal Link Building<br />Predict the Weather<br />
  39. 39. Content Creation Recommendations (HELP)<br />
  40. 40. Step 3 Content Optimization<br />The SEO Plan<br />Competitive Intelligence<br />Keyword Research<br />Keyword Silos<br />Market Share Timestamp<br />Content Asset Allocation<br />
  41. 41. Keyword Universe (HELP)<br />
  42. 42. Product Keyword Silos<br />
  43. 43. Hot Topic Keyword Silos<br />
  44. 44. Golden Keywords<br />
  45. 45. Low-Hanging Fruit Keywords<br />
  46. 46. Low-Hanging Fruit Keywords<br />
  47. 47. Internal Link Building C-<br />
  48. 48. Inbound Link Popularity<br />
  49. 49. Keyword Maps (HELP)<br />
  50. 50. SEO Scoring (HELP)<br />
  51. 51. SEO Scoring (HELP)<br />
  52. 52. Step 4 Content Editing<br />Advanced Editing Process<br />Content Plans<br />Topic Research <br />Style Guides<br />Writer Sampling<br />Editorial Revisions<br />Content Haiku<br />Brand Infusion<br />Fact Proofing<br />Technical Review<br />Legal Review<br />Engagement Testing<br />Delightful Confirmation<br />
  53. 53. Great Editors are required to develop great content <br />“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.”<br />—Gene Fowler<br />“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”<br />—Red Smith<br />
  54. 54. Great Editors know how to craft an engaging story<br />
  55. 55. Great Editors find your company’s Haiku and distinct voice<br />Haiku: Japanese 3 line poem, 17 syllables<br />Define the style and tone that delights readers<br />Identify what type of content performs best<br />Modify content assets for different channels<br />Develop consistency within content assets<br />
  56. 56. Great Editors understand the sales funnel<br /><ul><li>Preliminary: Headlines, visuals, architecture and familial content.
  57. 57. Investigating: Knowledge-seeking and trust-building opportunity
  58. 58. Capability: Show how you solve problems and deliver on needs
  59. 59. Action: Motivate sign up, download or buy</li></li></ul><li>Great Editors Turn Complexity into Simplicity<br />
  60. 60. Great Editors Turn Complexity into Simplicity<br />
  61. 61. Great Editors Turn Complexity into Simplicity<br />
  62. 62. Step 5 Content Distribution<br />Distribution Channels<br />On-SiteDistribution<br />Off-Site Distribution<br />
  63. 63. Determine the right mix of content assets<br /> Articles<br /> Books<br /> Courseware<br /> eBooks<br /> Podcasts<br /> Printed Books<br /> Tip Centers<br /> Webinars<br /> Whitepapers<br /> Widgets<br />Workbooks<br /> Video<br />
  64. 64. On-Site distribution architecture (HELP)<br />
  65. 65. Distribution Channels<br />
  66. 66. Step 6 Content Performance<br />
  67. 67. A Sneak Peak at the Conversion Formula<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Content: Are you earning trust with information customers want and need?<br />Usability: Is your content and imagery optimized for conversion?<br />Motivation: Do you have clear reasons to buy and not try the competition?<br />Incentive: Are you offering any incentives, trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  68. 68. Listing Positions<br />
  69. 69. Organic Traffic<br />
  70. 70. Content Downloads<br />
  71. 71. Sales Influenced by Content Assets<br />
  72. 72. Time On Site<br />
  73. 73. Return Visitors<br />
  74. 74. User Acquisition Cost<br />
  75. 75. Conversion Rates<br />
  76. 76. Brand Youis the Secret Weapon<br />
  77. 77. Tip #1: Get in tune with the paradox of choice<br /><ul><li> Too many choices with the new age of micro expansion
  78. 78. New rules for complex decision making
  79. 79. New meaning needs to be developed to find the best path
  80. 80. New methodology needs to be formulated for big decisions
  81. 81. New reward needs to surface with the right decision</li></ul>The Paradox of Choice by Barry Schwartz<br />
  82. 82. Tip # 2: The Conversion Formula<br />Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)<br />Content: Are you earning trust with information customers want and need?<br />Usability: Is your content and imagery optimized for conversion?<br />Motivation: Do you have clear reasons to buy and not try the competition?<br />Incentive: Are you offering any incentives, trial or reward?<br />Friction: Have you identified potential resistance and reduced the pain points?<br />Anxiety: Have you pinpointed the concerns and resolved the issues? <br />
  83. 83. Test “feel” words to improve conversion rates<br />Employment Sell Words<br /> Entry Level Position<br /> Excellent Growth Opportunity<br /> Immediate Openings<br /> Leading Company Seeks<br />Growing Company Seeks<br /> Team Player<br /> Strong Interpersonal Skill<br /> Financially Motivated<br /> Annual Performance Bonus<br /> Team Environment<br />Financial Sell Words<br /> You’re Already Pre-Approved<br /> Cash Back Offer<br /> Be Debt-Free in Weeks<br /> Instant Financial Freedom<br /> No Annual Fee<br /> Pocket Extra Money<br />Low Introductory Rate<br /> Fast Cash<br /> Start Saving Now<br />Peace of Mind<br />
  84. 84. Test “sell” words to improve conversion rates<br />Offers<br /> Special Offer<br /> Exclusive Offer<br /> Limited Time Offer<br /> Click Here<br /> Right Now<br /> Instant Access<br /> Instant Download<br /> Free Shipping<br /> No-Fuss Signup<br /> Easy Signup<br />Trials<br /> Free Trial<br /> First Time Trial<br /> No-Risk Trial<br /> Risk Free Trial<br /> Buy After Review<br />Test Drive<br /> Free Membership<br /> Free Subscription<br /> Join Beta Group<br /> Free Trial with Feedback<br />Motivators<br /> Free Gift<br /> Pays for Itself<br /> Limited Availability<br /> As Seen on TV<br /> Solve X <br />Stop Y<br /> All Inclusive<br /> Best Rated<br /> Tested and Proven<br /> Money-Back Guarantee<br />
  85. 85. Test both positive and negative sell words<br />Positive Sell Words<br /> Persevering<br /> Efficient<br /> Hard-Driving<br /> Proactive<br /> Adaptable<br /> Responsive<br />First-rate<br /> Top-notch<br /> Highly Competent<br /> Powerful<br />Negative Sell Words<br /> Baffling<br /> Blurred<br /> Unclear<br /> Bewildering<br />Mind-Boggling<br /> Complicated<br /> Convoluted<br /> Perplexing<br /> Puzzling<br /> Mixed Up<br />
  86. 86. Tip #3: What’s your mantra<br />Winning is Everything Green Bay Packers<br />Think IBM<br />Fun Family Entertainment Disney<br />Save Babies March of Dimes<br />Healthy Fast Food Wendy’s<br />Kick Butt in Air and Space Air Force<br />The Art of the Start, Guy Kawasaki<br />
  87. 87. Get in tune with customer 2.0 wants and needs<br />2.0 Customers Needs<br /><ul><li> Info in a Hurry
  88. 88. Access to Specific Things
  89. 89. Personalization
  90. 90. Authority Advice
  91. 91. Relevant Content</li></ul>Customers Needs<br /><ul><li> Credibility, Belief and Logic
  92. 92. Exposure to New Information
  93. 93. To Laugh
  94. 94. Mystery and Bravery
  95. 95. Surprise and Delight</li></ul>Content Critical by Gerry McGovern and Rob Norton<br />
  96. 96. Hire great writers with great characteristics<br /> Curiosity<br /> Passionate Voice<br /> Well Traversed<br /> Make Meaning<br /> Keep it Simple<br /> Less is More<br /> Short and Sweet<br /> Fresh Insight<br /> Results Driven<br /> Inquisitive<br /> Storytellers<br /> Journalists<br /> Researchers<br /> Socratic<br /> Optimizers<br /> Knowledge Seekers<br /> Wordsmiths<br /> Deep Diggers<br /> Big Picture Thinkers<br />
  97. 97. Learn how and why to tell stories <br />Great Stories --> Solve problems<br />--> Teach us to be smart<br />--> Offer surprise and delight<br />--> Focus on “what happens next”<br />--> Introduce great characters<br /> --> Are contagious<br /> --> Engage readers<br />Sisomo by Kevin Roberts<br />
  98. 98. Learn why some stories get passed on and on<br />
  99. 99. Create informational content that sells WITHOUT selling<br />Info Content<br /> Speaking Events<br /> White Papers<br /> Webinars<br /> Podcasts<br /> Books<br /> Online Courses<br />Workbooks<br /> Press Releases<br />
  100. 100. Proven methodology delivers the conversion improvemement you demand<br />
  101. 101. Customer Research<br /><ul><li>Search Box. Track what prospects are looking for and what they find.
  102. 102. FAQs. Review what customers ask for and the language used.
  103. 103. Customer Service Reps. Learn the FAQsand knowledge requests.
  104. 104. Customers. Speak with customers and learn the wants and needs.
  105. 105. Analytics. Discover the source of traffic and navigational pathways.
  106. 106. Surveys. Ask for feedback on your content, navigation and methodology.</li></li></ul><li>Customer Personas<br />
  107. 107. Customer Personas<br />
  108. 108. Style Guide<br />
  109. 109. Competitive Research: Lots of Free Tools<br />Free Research Tools<br />WordVision.com<br />SpyFu.com<br />Compete.com<br />Quantcast.com<br />SEOMajestic.com<br />Raven-SEO-Tools.com<br />Tools.SEOBook.com<br />SEOToolSet.com<br />LinkVendor.com<br />MarketLeap.com<br />
  110. 110. Byron White, ideaLaunch<br />Chief Idea Officer<br />Twitter: @ByronWhite<br />Byron[at]ideaLaunch.com<br />Phone: 617-227-8800 x 201<br />“The only marketing left is content marketing.” Seth Godin<br />Free 101 Content Marketing Tips Book Download<br />Visit ideaLaunch.com<br />

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