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Get Your Marketing Noticed Now – And Get Real Results!
The document emphasizes the importance of adapting marketing strategies to evolving buyer behavior, highlighting that most customers are well into their buying journey before initiating contact. It stresses the value of data-driven decision-making and outlines key metrics for tracking online engagement to improve conversion rates. The Marketing Copilot Inc. offers consulting services to help companies develop customer-centric content and optimize their web presence.
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Get Your Marketing Noticed Now – And Get Real Results!
- 1. Get Your MarketingNoticed Now – And Get Real Results! Marie Wiese Rethink Email March 23, 2015
- 2. Your buyers’ behaviorhas changed… What are you doing about it?
- 3. 70% Your buyer willbe 70% of the way through their buying process before you ever hear from them
- 4. 11.2 Potential customers willuse 11.2 pieces of online data in the decision making process
- 5. 99% Of prospects willconsult a website before they decide to buy anything
- 6. 100% Will go toyour website before making the final decision to buy from you “Check out our blog post - 24 Content Marketing Stats that will Blow Your Mind”
- 7. Your website isthe new first sales call.
- 8. Your website andonline conversation has replaced the top of the sales funnel.
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- 11. Well planned, customercentric content… Is not intrusive Adds value Invites you to engage @mcopilot
- 12. Today’s Reality 1. Customersare not targets; they are people who are interested in solving their own problem. 2. People don’t buy from companies; they buy from people. 3. Marketers worry about their ability to build persuasive copy but persuasion is not authentic. Clarity is persuasion. @mcopilot
- 13. Communicating versus Marketing •When you communicate, there is no action required on the part of the recipient - they are passively receive the information • Marketing means you are eliciting a response or follow through on a call to action • When you start a digital dialogue, you are looking for a physical and measurable response
- 14. Challenges to creatingan online conversation that starts the buying process 1. Overcoming product bias 2. Thinking good content is easy to produce 3. Unwilling to test @mcopilot
- 15. 60% of thesales funnel is taking place in the digital space… How good is the data you are using to improve your business results?
- 16. Do you usedata to make decisions? • Google Analytics? • Back end of your website? • Your email marketing tool? • Social media stats? • Other tracking tools?
- 17. There is goldin them there hills.
- 18.
- 19. Google Analytics The goodnews… • It’s free • It’s full of important and useful information • It provides markers about search engine optimization
- 20. Google Analytics The badnews… • Its tracking everything about your website • Its difficult to keep on top of changes • Its tricky to manipulate • Google makes you play by their rules
- 22. Top 10 thingsyou should be tracking 1. New versus returning visitors 2. Where people entered and left your site 3. Time on page 4. In-page analytics (where they click) 5. Geography 6. Goal completions 7. How conversion tools perform 8. Referring sites 9. Keywords 10. Visits by traffic type
- 23. 1. New versusreturning • Depending on your strategy these numbers are good or bad • Good if your goal is lead nurturing • Not so good if your goal is lead generation • Insert pic
- 24. 2. Where peopleenter and leave your website • Home page • About us • Insert pic
- 25. How do peopleuse your website?
- 26. 3. Time onpage • Need to determine strategy and decide if time on page good or bad?
- 27.
- 28. 4. In-page analytics •Look at where people click • Which part of your navigation is performing? • Does your eye tracking strategy work?
- 29. Do people takethe next step you want them to?
- 30. 5. Geography • Howimportant is local search to your business? • If you’re getting traffic from the wrong place, your keyword strategy is off
- 31. 6. Goal completions •Track everything • Map to buyer process • Steps in buyer cycle
- 32. 7. Conversion tools •0.1% is a good conversion number • Be realistic about goals
- 33. Do your conversionpoints perform?
- 34. 8. Referring sites •Who is driving leads for your business? • Is there a way to get more?
- 35. 9. Keywords • Developa keyword strategy for your business • Determine which words perform • Track and adjust every 30 days
- 36. 10. Visits bytraffic types • Stop doing things that don’t drive traffic • See what strategies perform
- 37.
- 38. Getting the buyerto raise their hand • Customer-centric business problems in blog topics and social media • Email campaigns with good headlines • Headlines create links in social media • Paid media test headlines • People engage with content that matters to them • They go to see if they can afford something they need • They download the brochure
- 39. A true story… Company:Grantek.com Background: North American B2B systems integration company Objective: Lead nurturing Buyer interaction tested: Who cares more about safety automation: Senior managers or safety engineers
- 41. One topic: Twoaudiences
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- 45. Example • Gate value-addcontent
- 46.
- 47. Results of goodcontent… Guide achieved 75 downloads in the first 3 months • 43.5% conversion on download via email campaign • 65.5% conversion on download via published press release • Email campaigns had a 100% higher click through rates vs. previous email campaigns to the same email lists. • Grew followers on LinkedIn company page from 50 to 1500 • Track-able links embedded into guides driving downloads on site resulted in a 59.3% conversion rate.
- 48. About Us We willhelp companies find customers and keep customers by turning their websites into their most powerful sales tool. Marketing CoPilot Inc. is a content marketing consulting and execution agency. What sets us apart is our proven methodology for developing and testing customer-centric content. We start by mapping the buying process to create optimized content and build a web presence framework that is a powerful foundation to engage customers and prospects. The Marketing CoPilot methodology has been tested with more than 100 companies to deliver content driven digital. Marketing CoPilot Inc is a registered trademark in Canada. Copyright @2015. Not to be reproduced or reused without full attribution.
- 49.
- 50. Get this presentation… SlideShare slideshare.net/marketingcopilot Emailus marie@marketingcopilot.com Follow us @mcopilot
Editor's Notes
- #10 The purchase or purchasing funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase.
- #42 Content is designed for two types of people: senior managers and safety engineers. Purpose of this test was to determine which group within master list cared more about the topic of safety in automation: senior systems integration managers or safety engineers? Content was tailored for each group on the topic.