content marketing overview - generating leads

Want  to  Grow  Your  Company?        BettinaBaumgart.us  BABConsulting    

Get  Leads  

Get  Rev

enue

The  Old  Model  of  Push-­‐Marketing  is  Dead  

•  Consumers  are  receiving  an  overload  of  advertising,  promotions,  and  information  

•  Businesses  are  in  a  similar  situation,  they  are  faced  with  an  overload  of  online  information  

•  Customers  are  shutting  off  the  traditional  world  of  marketing  

•  Budgets  are  tighter  than  ever  before  

Traditional  Push-­‐Marketing  

Why  Content  Marketing  (Pull  Marketing)?  

•  Make  friends  

•  Generate  new  leads  and  nurture  existing  relationships  

•  Increase  awareness  of  brand  and  products/services  

•  Raise  propensity  to  buy  with  competitive  differentiators  

•  Show  leadership  to  grow  market  share  

What  is  Content  Marketing?  

•  A  long-­‐term  strategy  to  attract,  convert,  and  retain  customers  

•  Provide  content  to  customers  and  influencers  that  

–  Helps  customers  address  their  challenges  –  Provides  value  beyond  the  scope  of  services  –  Emotionally  engages  target  through  story  telling  

•  Value  to  Business:  

–  Creates  trust  –  Shows  leadership  –  Shortens  the  sales  cycle  –  Increases  propensity  to  buy  –  Generates  leads  

Stages  of  Content  Marketing  

Lead  Generation      

Lead  Nurturing  &  Qualification  

Selling  

Create  

Distribute  

Interact  

Analyze  

Strategize  

Content  

Examples  for  Calls  to  Action:  •  Sign  up  for  workshop  •  Registration  for  webinar  •  Registration  to  download  whitepaper  •  See  customer  testimonial  videos  •  Conduct  brief  assessments  •  Subscription  to  newsletter,  blog,  etc.  •  Download  eBooks  •  Participate  in  promotion  

Automated  Lead  Nurturing:  •  Lead  capturing  and  nurturing  

system  •  Success  metrics  •  CRM  

For  more  information:  www.bettinabaumgart.us    BABConsulting