content marketing overview - generating leads
DESCRIPTION
Get Content Marketing - Get Leads Overview of how you can take advantage of content marketing to increase awareness, leadership and generate leads with metrics driven demand creation programs.TRANSCRIPT
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