Content Marketing to Attract Customers

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Online Marketing Institute Education Partner Program Exposure, Revenue & Content

The Fundamentals of Digital MarketingContent Marketing to Attract Customers 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Make sure your sound is not mutedIf you have any issues during the webinar, please contact: tstock@yp.com We will have time for questionsTweet using #practicalmarketingAvailable on demand within minutes

Welcome! 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

meet your presenters. Tina Stock | YP | Executive Director, Marketing

tinastock.com@tinadstock.

About YPYP is North Americas largest local search, media and advertising company Our mission is to help local businesses and communities growWe generate 40 billion annual impressions on the YP Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Kim Albeemeet your presenters.President and founder of Genoo and our professional services agency called ContentZap.

We offer online marketing tools and marketing automation to small and midsize businesses. www.genoo.com

We work with businesses to supercharge their online marketing and build/augment their marketing teams. www.contentzap.com

@kimalbee@GenooMarketing

/in/kimalbee

4Get Online: Use Content To Attract Customers

Kim AlbeePresidentGenoo5Todays AgendaOverview: The Basic Flow of Online AttractionThe Lead Generation FormulaThe kind of content you will needEliminate the headaches of generating leadsThe importance of follow-up (and how to do it to save time & get better results)Real-world examples

The Basic Flow of Online AttractionYour BlogYourWebsiteLanding PageThe visitor finds something they like/need, and opt-in to receive it.LeadDatabase

The Lead Generation Formula

Lead Generation is Easy It follows a FormulaThe Lead Generation FormulaL = (A x P) + (O x (I x E x C) )+ F 2R

Lets take it one step at a timeLeads (L) are a product of

Your Target Audience (A) & the Problems (P) that your products & services resolve.

L = (A x P)

How you get their attentionIs with an Offer (O). Something that they perceive as valuable enough to give you their email address. This is also called a lead magnet and/or a call-to-action (CTA).(O x (I x E x C) ) 2RHow they evaluate your offerDoes it Interest them (I)?Is it Easy to access (E)?Are you Credible? Do they trust you? (C)

Then weighed against how much Risk they perceive in accepting your offer (R).(O x (I x E x C) ) 2R

Lead Gen Follows a Formula, BUTTo be effective, you must add:ExperienceCreativityInsightsMindsetLets explore the Content You NeedYour BlogYourWebsiteLanding PageIts a progression and with the right set of tools (like Genoo), it can be automated, which is really the only way to manage the flow well.Thank You Page

Fulfillment email

Traffic SourcesWebsiteLead Capture

There are three flavors of content1. Content that focuses on gain, pleasure, or aspirations

What does your specific target audiencemost want & desire?

Do they have aspirations that you can tapinto (professional prestige? Accomplishments?)

If life were good, how would it look?There are three flavors of content2. Content that lays out a logical argument or perspectiveHighlight the Pros & Cons.

Show them the Return on Investment of yoursolution over competitors.

Provide a checklist that will have them see thebenefits of your product/service in a way that makes sense.

Give them proof of success through customerCase studies, reviews, or testimonials.

There are three flavors of content3. Content that highlights fear or pain that your audience is, or could be, experiencing.Empathize with them about a specific pain they areexperiencing given their situation, tell a story theycan relate to.

Illustrate how bad it can get if they dont take action soon.

Provide a Success/Failure set of case studies of whoSucceeded because they took action and someoneWho failed because they didnt.

Which flavor is most effective at inspiring action?

Gain/Pleasure/Aspiration?Logic / Reason?Fear / Pain?Which flavor is most effective at inspiring action?

Gain/Pleasure/Aspiration?Logic / Reason?Fear / Pain?Appealing to gain, pleasure, or aspirations comes in at #2.Which flavor is most effective at inspiring action?

Gain/Pleasure/Aspiration?Logic / Reason?Fear / Pain?Fear and Pain cause action the majority of the time.

Which flavor is most effective at inspiring action?

Gain/Pleasure/Aspiration?Logic / Reason?Fear / Pain?Then we quickly follow with the logic to support our choice.All are valuble and must be considered in your content strategy if you want to maximize your results.Which flavor is most effective at inspiring action?

Gain/Pleasure/Aspiration?Logic / Reason?Fear / Pain?Content Done WellConnects on an emotional levelIs appropriate given where the lead is in their buying processGuides the lead in their buying journeyAsks them to take action along the wayResults in more customers!Builds Authority, Relationship& TrustMatch Content to their Buying StageDont just educate. GUIDE. Marry your goals with their needs, issues, challenges, or aspirations.

Design & Assemble Content Pathways that gives leads what they want and delivers on your end game.Match Content to their Buying StageGo to http://bit.ly/content-pathways for Content Pathway How-To download.Buying Stages >>

Conversations EARLYINVESTIGATIONOPINIONDECISIONBenefitsHigh LevelProblem IDIllumine PainCreate HopeConfirm problemAnd/or opportunityPersonalize benefitsSpecifics of purchaseImplementationPersonal benefitQuestionsHigh Level QsSpecifics about opportunitySpecifics about vendorsSoecifics about their vendorEmotionsAre you pushy?Just lookingLearning, curious, in controlWant adviceBeg. Of trustFear bad decisionCommitmentWhat can go wrong?reassuranceStay-In-TouchFree info / edIndustry infoProblem introHigh level assessmentsWebinarsSeminarsCalculatorsConsultationsProposalsComplimentary assessmentsLow cost starter projectsSpecial offersNew products

Creating Your Offer / Lead MagnetIdentify the target audience you want to attract.

Write down their top 3 issues and challenges that your product/service/solution solves.

What are the top 3 questions they really want the answersto?

Ideas for Lead Magnet/CTA ContentCheat SheetAssessmentChecklistWhitepaperWebinar

VideoCase StudyQuick Start GuideReporteBook

Ideally, you want it to be really good some of your BEST content. The shorter and more to the point the better. People should be able to consume in 10 minutes or less.Build the corresponding call-to-action(CTA)This is the headline that gets attention and actionIt invokes curiosity.Or it pokes at a pain with the hint of relief.It can provide hope.Or motivate desire to achieve

Clicking through is the path they want to take.The last element of the Lead Gen FormulaL = (A x P) + (O x (I x E x C) )+ F 2R

Frequency (F) is the number of times your lead sees the offer before they take action.Where to use your Call-To-Action?On Your Blog PostsIn Your Directory Profiles On Your WebsiteWith Facebook/Google AdsRetargeting

Start with one Offer/CTA, and then add a new one every month or every quarter, and build a CTA LibraryExample on a blog post:

Call-To-Action Col BDownload FormExample on a blog post:

Call-To-Action Col BDownload FormAlso position CTA at bottom of blog

Call-To-Action Col ADownload FormAlso position CTA at bottom of blog

Call-To-Action Col ADownload FormThe click takes them to a landing page

The click takes them to a landing page

Submitting the Form takes them to a Thank You page

And an Email is sent automatically with a link to download the Offer

Using Facebook for Traffic

Facebook Page Post

Blog PostWith Calls-to-ActionThis is measurable Traffic, and I can see conversion effectiveness.

Are you guiding Traffic that Lands On your Website Home page?123Visitors coming to the site new to HSD, Will click on: What? So What? and Now What?

Engaging with these questions is at the heart of HSDs Adaptive Action philosophy.

There is a 4th call-to-action on the home page:

Live It a call to action about HSDs upcoming Conference.4What? page

Tabs continue the initial flow:What?So What?Now What?Primary CTA: Questions Download Your First ToolSecondary CTA: Goldilocks Equation.Getting a lead is just the beginningYou must follow-up with them!Consider this:70% of leads are never followed up with.2% of sales close on the first contact.3% close on the second contact4% close on the third contact10% close on the fourth contact81% of sales that close, do so on or after the 5th contact!

Only 10% of businesses actually follow through to the fifth contact point and beyond, leaving 81% of their potential sales to their competitors!

How to Follow Up Get Started!Lead Nurture Sequence

If you pass new leads directly over the wall to sales or inside sales, its not going to bear much fruit.

But if you design a nurturing sequence for your newly acquired leads, you will stay in touch, provide value, and build relationship and it can be done pretty much on auto-pilot if you think it through and put together a lead nurturing sequence, and employ marketing automation tools like Genoo provides.

Im going to quickly lay out an approach you can get implemented pretty easily.

43The Big PictureOffer

Landing PageLeadCaptureFormLead DatabaseEmail with DownloadTrigger Into NurturingLead responds to offerCompletes Lead Capture formAuto-sent email with downloadAuto-Triggered into assoc. Nurturing SequenceA#1

Re-cast Points from Content Piecewith links to relevant blog articles

Re-frame Aspects

Free ConsultAB

#2#3#4#5#6#7#8#9#10Welcome+Benefits#1#2#3#4#5#6CThe Nurturing Sequence Matrix

Move The Needle

46

Identify the target audience you want to attract.

Write down their top 3 issues and challenges that your product/service/solution solves.

What are the top 3 questions they really want the answersto?

Creating Your Offer / Lead MagnetMove The NeedleThis is the headline that gets attention and actionIt invokes curiosity.Or it pokes at a pain with the hint of relief.It can provide hope.Or motivate desire to achieve

Clicking through is the path they want to take.Build the corresponding call-to-action(CTA)Move The NeedleKnow your audience persona. Go To http://bit.ly/persona-blog to get a sense of personas and download a worksheet.

Use it to develop your offer / lead magnet.Go to http://bit.ly/content-pathways for Content Pathway How-To download.

Experiment with the flavors of content and test what works best with your audience.

Calls-to-action (CTAs) are missing from MOST marketing make them mandatory! Become an authority by guiding your leads.Need help with your content strategy or calls-to-action? Check out http://contentzap.com

Automate with marketing technology and make sure you follow up with your leads based upon what theyre interested in. Push those most interested to your Sales team for direct contact..Check out http://www.genoo.com - we are built for SMB marketing automation.

Complete the OMI Digital Marketing Certification Curriculum.Go to http://bit.ly/digital-marketing-certification to view the curriculum and sign up!

Key Takeaways49Please feel free to email your questions to kim@genoo.com.

If youd like to have a conversation about your digital strategy and how you can create one to deliver the results you need, wed love to talk with you.

If youd like comprehensive marketing tools with comprehensive metrics and capabilities, consider Genoo.

Thank You!

@kimalbee@GenooMarketing

/in/kimalbee50 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Dont miss out 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.To Do List:

Know Your AudienceInclude CTAsAutomate

Sign Up for Part 3 www.adsolutions.yp.com/small-business-marketing-center/webinars/omi-series

AND

Get MORE FREE TRAININGwww.onlinemarketinginstitute.org/courses/yp-starter-pageBe sure to register for the next in the fundamentals of digital marketing series:

November 19, 11:00 am PT

Lead Generation Tactics:SEM Best Practices

In association withadsolutions.yp.com/small-business-marketing-center/ webinars/omi-series More Free Advanced Training onlinemarketinginstitute.org/courses/yp-starter-page