lead nurturing: constant content

75
Constant Content: Lead Nurturing Presented by Doug Edwards, Publisher Addiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, California September 23, 2013 1

Upload: douglas-j-edwards

Post on 03-Dec-2014

275 views

Category:

Business


1 download

DESCRIPTION

Examining content marketing and lead nurturing in the addiction treatment and behavioral healthcare market

TRANSCRIPT

Page 1: Lead Nurturing: Constant Content

Constant Content: Lead NurturingPresented by Doug Edwards, PublisherAddiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, CaliforniaSeptember 23, 2013

1

Page 2: Lead Nurturing: Constant Content

FOR TODAY’S TWEETERS

2#NCADcon

#NCADcon@douglasjedwards@prospectorpete1

Page 3: Lead Nurturing: Constant Content

DOUG EDWARDS, MBA

3#NCADcon

PublisherAddiction Professional and Behavioral Healthcare

Sales DirectorNational Conference on Addiction Disorders Behavioral Healthcare Leadership Summit Addiction Professional Panel Series

Content Developerhttp://betheblueballoon.blogspot.com/

Page 4: Lead Nurturing: Constant Content

TODAY’S AGENDA

4

•Who creates content?•What is ‘content marketing’?•What is ‘lead nurturing’?•How do the two work together?•Who should you target?•Where are we going?

#NCADcon

Page 5: Lead Nurturing: Constant Content

5

WHO CREATES CONTENT?

Page 6: Lead Nurturing: Constant Content

WE ALL CREATE CONTENT

6

1992, Doug in the eighth grade

#NCADcon

Page 7: Lead Nurturing: Constant Content

SHARING TEXT AND IMAGES

7#NCADcon

Early 1990s, Doug’s first infographic

Page 8: Lead Nurturing: Constant Content

SOMETIMES OPINIONATED

8#NCADcon

1996, Doug in high school, aiming to change the world

Page 9: Lead Nurturing: Constant Content

SOMETIMES SCHOLARLY

9#NCADcon

2000, Doug earning his BA

Page 10: Lead Nurturing: Constant Content

SOMETIMES SHOCKING

10#NCADcon

2003, Doug, award-winning journalist

Page 11: Lead Nurturing: Constant Content

SOMETIMES BRIEF

11

2013

#NCADcon

Page 12: Lead Nurturing: Constant Content

CONTENT EXPLOSION

12

Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png

#NCADcon

Page 13: Lead Nurturing: Constant Content

13

WHAT IS CONTENT

MARKETING?

Page 14: Lead Nurturing: Constant Content

TODAY’S DILEMMA

14

Producing content BUT:

•Reliance on e-newsletters/e-blasts•No content strategy•No connection to lead nurturing•No audience segregation•Not having enough to feed the funnel

#NCADcon

Page 15: Lead Nurturing: Constant Content

WHAT IS CONTENT MARKETING?

15

‘Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience–with the objective of driving profitable customer action.’ –Content Marketing Institute

Source: http://contentmarketinginstitute.com/what-is-content-marketing

#NCADcon

Page 16: Lead Nurturing: Constant Content

CHARACTERISTICS OF CM

16

•Ongoing•Engaging•Vendor neutral•Story based•Relevant•Essential: “must-read” or “must-watch”•Time sensitive•Dynamic

#NCADcon

Page 17: Lead Nurturing: Constant Content

MANY TYPES OF CM

17#NCADcon

Page 18: Lead Nurturing: Constant Content

WEBINAR ON CONTENT MARKETING

18

http://tinyurl.com/addictioncontentmarketing

#NCADcon

Page 19: Lead Nurturing: Constant Content

19

WHAT IS LEAD NURTURING?

Page 20: Lead Nurturing: Constant Content

FIRST, WHAT IS LEAD GENERATION?

20#NCADcon

•Generating interest in product or service•Gathering contact information and initial interests•First step in lead nurturing process

Page 21: Lead Nurturing: Constant Content

LEAD GEN—STARTING THE DIALOGUE

21

But leads are rarely immediately ready to refer or purchase

#NCADcon

Page 22: Lead Nurturing: Constant Content

WHAT IS LEAD NURTURING?

22

‘The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.’ –The Definitive Guide to Lead Nurturing by Marketo

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 23: Lead Nurturing: Constant Content

LEAD NURTURING CHARACTERISTICS

23

•Ongoing•Engaging•Relevant•Targeted•Progressive•Client-centered•Patient

#NCADcon

Page 24: Lead Nurturing: Constant Content

LEAD NURTURING IS:

24

•Creating targeted campaigns•Guiding prospects to a purchase/ referral/etc. and ‘staying in touch’•Respectful of the prospect’s stage in the buying/referring process

#NCADcon

Page 25: Lead Nurturing: Constant Content

LEAD NURTURING IS NOT:

25

•Sending an occasional e-newsletter•E-blasting an entire database•Calling prospects every few weeks•Failing to understand clients’ decision-making process

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 26: Lead Nurturing: Constant Content

HOW TO TELL THE DIFFERENCE?

26

‘Ask yourself if the information you’re providing will be useful to them even if they never buy from you.’ –The Definitive Guide to Lead Nurturing by Marketo

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 27: Lead Nurturing: Constant Content

WHAT’S IMPORTANT IN LN?

27

•Building trust•Obtaining permission•Establishing credibility•Feeding the funnel

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 28: Lead Nurturing: Constant Content

BUILDING TRUST

28

‘Unless you are a well known company like IBM, the best way to build credibility and trust is by sharing useful information.’ –The Definitive Guide to Lead Nurturing by Marketo

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 29: Lead Nurturing: Constant Content

OBTAINING PERMISSION

29#NCADcon

•Adhere to anti-spam laws•Aim for opt-in communications•Ask prospects what they want to know about

Page 30: Lead Nurturing: Constant Content

ESTABLISHING CREDIBILITY

30#NCADcon

Page 31: Lead Nurturing: Constant Content

FEEDING THE FUNNEL

31#NCADcon

Page 32: Lead Nurturing: Constant Content

CONTENT CURATION

32#NCADcon

Page 33: Lead Nurturing: Constant Content

WHY REINVENT THE WHEEL?

33

‘A nurture interaction doesn’t need to be about a whitepaper. It doesn’t need to be a detailed blog post. In fact, it doesn’t even [need] to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote.’ –Jon Miller of Marketo

Source: http://blog.marketo.com/blog/2013/05/content-curation-for-lead-nurturing.html

#NCADcon

Page 34: Lead Nurturing: Constant Content

SHARING DOESN’T MEAN STEALING

34

©#NCADcon

Page 35: Lead Nurturing: Constant Content

WHO ARE CONTENT EXPERTS?

35

•You!•Your staff•Your alumni•Your customers/referral sources•Consultants•Content producers in the field

#NCADcon

Page 36: Lead Nurturing: Constant Content

36

HOW DO LEAD NURTURING AND

CONTENT MARKETING

WORK TOGETHER?

Page 37: Lead Nurturing: Constant Content

MANUAL OR AUTOMATIC?

37#NCADcon

Page 38: Lead Nurturing: Constant Content

LEAD SCORING MANUALLY

38

‘Complicated back-end systems will make all this easier, but are not necessary for getting started and sticking with it, as long as the people involved in executing the lead conversion plan internalize the system and use it aggressively to fully nurture every promising lead you acquire.’ –Kern Lewis, Forbes.com

Source: http://www.forbes.com/sites/kernlewis/2012/03/21/the-twelve-step-program-for-lead-nurturing/

#NCADcon

Page 39: Lead Nurturing: Constant Content

MARKETING AUTOMATION TOOLS

39#NCADcon

Evaero

Page 40: Lead Nurturing: Constant Content

LEAD NURTURING SIMPLIFIED

40#NCADcon

Page 41: Lead Nurturing: Constant Content

EXAMPLE: MEET MOLLY MARKETER

41#NCADcon

Page 42: Lead Nurturing: Constant Content

MOLLY MEETS RITA, SALLY, & DON

42

Miss Rita

Mrs. Sally

Mr. Don#NCADcon

Page 43: Lead Nurturing: Constant Content

THESE ARE ALSO ‘PERSONAS’

43

Miss RitaFrequent referrer Attends many conferencesHard to pin down; frequently on the go

Mrs. SallyInfrequent referrer—works in a public settingKnown as a “show floor shopper”Focus on CE credits

Mr. DonOccasional referral sourceNeeds a lot of information before making a referralHungry for new information and treatment techniques

#NCADcon

Page 44: Lead Nurturing: Constant Content

MOLLY SENDS CONTENT POST-SHOW

44

“It was great meeting you at NCAD. I thought you would enjoy this brief

video on demonstrating successful outcomes with clients with co-occurring

eating disorders and heroin addiction.”

#NCADcon

Page 45: Lead Nurturing: Constant Content

MOLLY’S PROSPECTS REACT

45

“It was great meeting you at NCAD. I thought you would enjoy this brief

video on demonstrating successful outcomes with clients with co-occurring

eating disorders and heroin addiction.”

CLICKS ON VIDEO LINK

DOESN’T OPEN E-MAIL

#NCADcon

Page 46: Lead Nurturing: Constant Content

MOLLY TARGETS

46

“Our presenter at NCAD is having a follow-up

Webinar on gender issues in treating patients with

co-occurring eating disorders and heroin

addiction.”

#NCADcon

Page 47: Lead Nurturing: Constant Content

MOLLY TARGETS

47

“Our presenter at NCAD is having a follow-up

Webinar on gender issues in treating patients with

co-occurring eating disorders and heroin

addiction.”

ATTENDS WEBINAR

DOESN’T REGISTER

#NCADcon

Page 48: Lead Nurturing: Constant Content

MOLLY RE-TARGETS

48

“Our Clinical Director will be in your area for a

lunch’n’learn. Can you join us for an educational

presentation?”

#NCADcon

Page 49: Lead Nurturing: Constant Content

MOLLY RE-TARGETS

49

“Our Clinical Director will be in your area for a

lunch’n’learn. Can you join us for an educational

presentation?”

ATTENDS

DOESN’T ATTEND

#NCADcon

Page 50: Lead Nurturing: Constant Content

MOLLY CONTINUES CM & LN

50

WEBINARSVIDEOS

#NCADcon

Page 51: Lead Nurturing: Constant Content

MOLLY CONTINUES CM & LN

51

WEBINARSVIDEOS

WHITE PAPERSPRESENTATIONS

#NCADcon

Page 52: Lead Nurturing: Constant Content

MOLLY CONTINUES CM & LN

52

WEBINARSVIDEOS

WHITE PAPERSPRESENTATIONSE-NEWSLETTER

LUNCH’N’LEARNSBLOGS

#NCADcon

Page 53: Lead Nurturing: Constant Content

MOLLY RECEIVES REFERRAL

53#NCADcon

“Your center clearly has expertise in

treating patients with eating

disorders and heroin addiction.”

Page 54: Lead Nurturing: Constant Content

MOLLY DILIGENT ABOUT CRM

54

Don

88 Anyway Dr.Anaheim, CA [email protected]

#NCADcon

Page 55: Lead Nurturing: Constant Content

STEADY BUT NOT OVERWHELMING

55

Content once a month—too cold

#NCADcon

Page 56: Lead Nurturing: Constant Content

STEADY BUT NOT OVERWHELMING

56

Content once a week—too hot

Content once a month—too cold

#NCADcon

Page 57: Lead Nurturing: Constant Content

STEADY BUT NOT OVERWHELMING

57

Content once every two to three weeks—just right

Content once a week—too hot

Content once a month—too cold

(Depending on stage)

#NCADcon

Page 58: Lead Nurturing: Constant Content

58

WHO SHOULD YOU TARGET?

Page 59: Lead Nurturing: Constant Content

KNOW THY AUDIENCE

EXECUTIVESALUMNI CLINICIANS

FAMILY AND FRIENDS

PHYSICIANS

59

SOBER PRIDE

#NCADcon

Page 60: Lead Nurturing: Constant Content

CONTACT’S CONTENT NEEDS CHANGE

FAMILYMEMBER

60

#NCAD#NCADcon

Page 61: Lead Nurturing: Constant Content

CONTACT’S CONTENT NEEDS CHANGE

ALUMNA

FAMILYMEMBER

61

SOBER PRIDE

#NCADcon

Page 62: Lead Nurturing: Constant Content

CONTACT’S CONTENT NEEDS CHANGE

PHYSICIAN

ALUMNA

FAMILYMEMBER

62

SOBER PRIDE

#NCADcon

Page 63: Lead Nurturing: Constant Content

CONTACT’S CONTENT NEEDS CHANGE

CLINICIAN

ALUMNA

FAMILYMEMBER

63

SOBER PRIDE

#NCADcon

Page 64: Lead Nurturing: Constant Content

TARGET BASED ON STAGE & INTEREST

64

•People have different content wants and needs•Not everyone is at the same stage in the decision-making process•Interest level will change over time•Keep in mind “pain points”

#NCADcon

Page 65: Lead Nurturing: Constant Content

65

WHERE ARE WE GOING?

Page 66: Lead Nurturing: Constant Content

CONTENT MARKET OR…DISAPPEAR

66#NCADcon

Page 67: Lead Nurturing: Constant Content

NURTURE LEADS OR BE FORGOTTEN

67#NCADcon

Page 68: Lead Nurturing: Constant Content

MORE AUTOMATION

68

Lead scoring

More technological solutions

More in-depth knowledge of referral sources’/customers’ behaviors & interests

#NCADcon

Page 69: Lead Nurturing: Constant Content

CONTENT REMAINS KING

69

#NCAD#NCADcon

Page 70: Lead Nurturing: Constant Content

KEY TAKEAWAY

70

‘[N]urtured prospects buy more, require less discounting, and have shorter sales cycles than prospects that were not nurtured.’ – The Definitive Guide to Lead Nurturing by Marketo

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

#NCADcon

Page 71: Lead Nurturing: Constant Content

NO LEADER OF LEAD NURTURING

71#NCADcon

Everybody can do it!

Page 72: Lead Nurturing: Constant Content

ONE STEP AT A TIME

72

•LN & CM takes time•Enjoy content creation•Doesn’t happen overnight•Start small•You are a field expert!

#NCADcon

Page 73: Lead Nurturing: Constant Content

GOLDEN OPPORTUNITY

73#NCADcon

Page 74: Lead Nurturing: Constant Content

I’M HERE TO HELP

74

#NCAD#NCADcon

Page 75: Lead Nurturing: Constant Content

QUESTIONS?

75

http://betheblueballoon.blogspot.com/

@douglasjedwards | [email protected] | 216-373-1201

#NCADcon