get your marketing noticed now – and get real results!

Get Your Marketing Noticed Now –

And Get Real Results!

Marie Wiese

Rethink Email

March 23, 2015

Your buyers’ behavior has

changed…

What are you doing about it?

70%

Your buyer will be 70% of the way through their buying process before you ever hear from them

11.2

Potential customers will use 11.2 pieces of online data in the decision making process

99%

Of prospects will consult a website before they decide to buy anything

100%

Will go to your website before making the final decision to buy from you

“Check out our blog post - 24 Content Marketing

Stats that will Blow Your Mind”

Your website is the new first sales

call.

Your website and online

conversation has replaced the top

of the sales funnel.

1898

The funnel today

Well planned, customer centric

content…

Is not intrusive

Adds value

Invites you to engage

@mcopilot

Today’s Reality

1. Customers are 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

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

Challenges to creating an online

conversation that starts the buying

process

1. Overcoming product bias

2. Thinking good content is easy to produce

3. Unwilling to test

@mcopilot

60% of the sales funnel is taking

place in the digital space…

How good is the data you are using to improve your business results?

Do you use data to make decisions?

• Google Analytics?

• Back end of your website?

• Your email marketing tool?

• Social media stats?

• Other tracking tools?

There is gold in them there hills.

Your best friend…

Google Analytics

The good news…

• It’s free

• It’s full of important and useful information

• It provides markers about search engine optimization

Google Analytics

The bad news…

• 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

Top 10 things you 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

1. New versus returning

• 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

2. Where people enter and leave

your website

• Home page

• About us

• Insert pic

How do people use your website?

3. Time on page

• Need to determine strategy and decide if time on page good or bad?

4. In-page analytics

4. In-page analytics

• Look at where people click

• Which part of your navigation is performing?

• Does your eye tracking strategy work?

Do people take the next step you

want them to?

5. Geography

• How important is local search to your business?

• If you’re getting traffic from the wrong place, your keyword strategy is off

6. Goal completions

• Track everything

• Map to buyer process

• Steps in buyer cycle

7. Conversion tools

• 0.1% is a good conversion number

• Be realistic about goals

Do your conversion points perform?

8. Referring sites

• Who is driving leads for your business?

• Is there a way to get more?

9. Keywords

• Develop a keyword strategy for your business

• Determine which words perform

• Track and adjust every 30 days

10. Visits by traffic types

• Stop doing things that don’t drive traffic

• See what strategies perform

The

Content

Marketing

Success

Loop

Getting the buyer to 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

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

One topic: Two audiences

Conversion Point

Results

Example

Example

• Gate value-add content

LinkedIn Posts Examples

Results of good content…

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.

About Us

We will help 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.

QUESTIONS?

Get this presentation…

SlideShare

slideshare.net/marketingcopilot

Email us

marie@marketingcopilot.com

Follow us

@mcopilot