Download - Content Marketing to Attract Customers
The Fundamentals
of Digital Marketing
Content 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.
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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 YP
• YP is North America’s largest local search, media andadvertising company
• Our mission is to help local businesses and communities grow
• We 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 Albee
meet 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
Get Online: Use Content
To Attract Customers
Kim Albee
President
Genoo
Today’s Agenda
1. Overview: The Basic Flow of Online Attraction
2. The Lead Generation Formula
3. The kind of content you will need
4. Eliminate the headaches of generating leads
5. The importance of follow-up (and how to do it to
save time & get better results)
6. Real-world examples
The Basic Flow of Online Attraction
Your Blog
YourWebsite
Landing Page
The visitor finds something they like/need, and “opt-in” to receive it.
LeadDatabase
The Lead Generation Formula
Lead Generation is Easy …It follows a Formula
The Lead Generation Formula
L = (A x P) + (O x (I x E x C) )+ F2R
Let’s take it one step at a time…
Leads (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 attention…
Is 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) )2R
How they evaluate your offer…
• Does 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, BUT…
To be effective, you must add:
• Experience
• Creativity
• Insights
• Mindset
Let’s explore the Content You Need…
Your Blog
YourWebsite
Landing Page
It’s 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
There are three “flavors” of content…
1. 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 content…
2. Content that lays out a logical argument or perspective
Highlight 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 content…
3. 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 don’t take action soon.
Provide a Success/Failure set of case studies of whoSucceeded because they took action and someoneWho failed because they didn’t.
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 Well
• Connects on an emotional level
• Is appropriate given where the lead is in
their buying process
• Guides the lead in their buying journey
• Asks them to take action along the way
Results in more customers!
Builds Authority, Relationship & Trust
Match Content to their Buying Stage
Don’t 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 Stage
Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.
Buying Stages >>
Conversations
EARLY INVESTIGATION OPINION DECISION
Benefits High LevelProblem IDIllumine PainCreate Hope
Confirm problemAnd/or opportunity
Personalize benefits Specifics of purchaseImplementationPersonal benefit
Questions High Level Q’s Specifics about opportunity
Specifics about vendors Soecifics about their vendor
Emotions Are you pushy?Just looking…
Learning, curious, in control
Want adviceBeg. Of trustFear bad decision
CommitmentWhat can go wrong?reassurance
Stay-In-Touch Free info / edIndustry infoProblem intro
High level assessmentsWebinarsSeminarsCalculators
ConsultationsProposalsComplimentaryassessments
Low cost starter projectsSpecial offersNew products
Creating Your Offer / Lead Magnet…
1. Identify the target audience you want to attract.
2. Write down their top 3 issues and challenges that your product/service/solution solves.
3. What are the top 3 questions
they really want the answers
to?
Ideas for Lead Magnet/CTA Content
Cheat Sheet
Assessment
Checklist
Whitepaper
Webinar
Video
Case Study
Quick Start Guide
Report
eBook
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 action…
• It 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 Formula
L = (A x P) + (O x (I x E x C) )+ F2R
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 Posts
• In Your Directory Profiles
• On Your Website
• With Facebook/Google Ads
• Retargeting
Start with one Offer/CTA, and then add a new one every month or every quarter, and build a “CTA Library”
Example on a blog post:
Call-To-Action “Col B”
Download Form
Example on a blog post:
Call-To-Action “Col B”
Download Form
Also position CTA at bottom of blog
Call-To-Action “Col A”
Download Form
Also position CTA at bottom of blog
Call-To-Action “Col A”
Download Form
The 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 Post
With Calls-to-Action
This is measurable Traffic, and I can see conversion effectiveness.
Are you guiding Traffic that Lands On your Website Home page?
1 2 3
Visitors coming to the site – new to HSD, Will click on: 1. What? 2. So What? and 3. Now What?
Engaging with these questions is at the heart of HSD’s “Adaptive Action” philosophy.
There is a 4th call-to-action on the home page:
“Live It… a call to action about HSD’s upcoming Conference.
4
What? page
Tabs continue the initial flow:1. What?2. So What?3. Now What?
Primary CTA: Questions… “Download Your First Tool”
Secondary CTA: Goldilocks Equation.
Getting a lead is just the beginning…
• You 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 contact
– 4% close on the third contact
– 10% close on the fourth contact
– 81% 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
The Big Picture
OfferLanding
Page
LeadCapture
Form
Lead Database
Email with
Download
Trigger Into
Nurturing
• Lead responds to offer• Completes Lead Capture form• Auto-sent email with download• Auto-Triggered into assoc. Nurturing
Sequence A
#1
Re-cast Points from Content Piece
with links to relevant blog articles
Re-frame
Aspects
Free Consult
…
A
B
#2 #3 #4 #5 #6 #7 #8 #9 #10
Welcome
+
Benefits
#1 #2 #3 #4 #5 #6
C
The Nurturing Sequence Matrix
Move The Needle
Move The Needle
1. Identify the target audience you want to attract.
2. Write down their top 3 issues and challenges that your product/service/solution solves.
3. What are the top 3 questions
they really want the answers
to?
Creating Your Offer / Lead Magnet…
Move The Needle
This is the headline that gets attention and action…
• It 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)
Know 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 they’re 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 Takeaways
Please feel free to email your questions to [email protected].
If you’d like to have a conversation about your digital strategy and how you can create one to deliver the results you need, we’d love to talk with you.
If you’d like comprehensive marketing tools with comprehensive metrics and capabilities, consider Genoo.
Thank You!
@kimalbee@GenooMarketing
/in/kimalbee
© 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.
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© 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.
Be 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
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