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From Digital Elite Camp in Estonia.: Content marketing is the new hot thing and ad agencies are flocking like vultures over a newly killed zebra on the African savannah. And agencies do what they have always done: Focus focus on acquisition and campaigns. But content marketing is more “always on” than “campaigns”. And again they forget about conversion and what happens on the site or landing page. This session will teach you the conversion side of content marketing. Not only how to draw visitors, but how to actually create business value out of those eyeballs.
Citation preview
Content marketing that converts
Elite Camp 2014
The Conversion side of
Content marketing
2012-10-25
Page @Conversionista
John Ekman !
aka !
The Chief Conversionista !
aka !
The Conversion Eagle
4
“87,65% of CEOs will invest like crazy in Content Marketing Software” !Fartner Group
“Everyone and his mother will jump onto Inbound marketing before the end of last week” !Harasster Research
This shit is hot
6
Content Marketing is
like sex in high school
Don’t let Content Marketing become
your Panikragg
My neighbour - Sven
Content MarketingInbound Marketing
Lead Generation
Marketing Automation
Lead Nurturing
Drip Marketing
The Web strategists move in
The Ad agencies move in
14
15
Ad agency style
Run a campaign with max
reach
Hope for viral spread
Attract tons of eyeballs
Close eyes your eyes,
cross your fingers and
hope for the best
This is how we do it
Always on
Segmented, precise
messages at critical points
in the prospect’s decision
process
Test!
Measure!
Close the deal!
Conversionista style
@conversionista16
The IT guys move in
MA
The ever present promise of “Automation”
17
“Automobile”
Automated Manufacturing
Salesforce Automation
@conversionista18
The IT guys move in
….run to the door! MA
When you see this guy…..
The biggest secret of Marketing Automation
- It’s not automated!
Don’t put the carriage in front of the horse
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G.I.G.O.
Ad agenciesWeb agencies
Software companies
Anyone who wants to cash in on this
latest trend
What’s it all about?
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Content Marketing
Lead Management
Marketing Automation
Start at the top!
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Content Marketing
Instead of !Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... !... You create and distribute content that focuses on the problems and challenges of your prospects. !Your prospects will search and find your content and then visit your site / facebook page etc. !There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
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Do I have you full attention sir?!
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Hello - Anybody home?
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Purchased media is the premium you have to pay because you don’t have loyal fans
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Content Marketing
Instead of !Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... !... You create and distribute content that focuses on the problems and challenges of your prospects. !Your prospects will search and find your content and then visit your site / facebook page etc. !There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
Prospect awareness scale
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Unaware Problem Aware Solution Aware Product Aware Most Aware
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
Your communication
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Unaware Problem Aware Solution Aware Product Aware Most Aware
Message
!!!!!
Call to Action
Histories & Secrets
Benefits & concerns
Claims & Proofs Discounts & Offers Product& Price
“Did you know that...”
“Try it“, “Free test”
“We have 1111 satisfied
customers...”
“Right now:30% discount”
“Upgrade to he the latest version”
“Many choose…. to get rid of....”
“Buy Now”“See solutions”“Find out if you have a problem”
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Your biggest problem?
Prospect awareness scale
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Unaware Problem Aware Solution Aware Product Aware Most Aware
Ok Jean Claude
One more chance
34
Content Marketing
Instead of !Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... !... You create and distribute content that focuses on the problems and challenges of your prospects. !Your prospects will search and find your content and then visit your site / facebook page etc. !There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
Remember this guy?
35
A very large part of the prospect’s buying
process happens before you’re even invited
Most of it happens on the web
Google it
Case - Sitevision
The forgotten web publisher
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Content Marketing
Instead of !Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... !... You create and distribute content that focuses on the problems and challenges of your prospects. !Your prospects will search and find your content and then visit your site / facebook page etc. !There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
What’s it all about?
39
Content Marketing
Lead Management
Marketing Automation
40
Lead management
Lead management is the planned process where you identify your prospect in order to be able to reach out with the right content at critical points in their decision making process in order to "take them to the next level."
or Lead generation Lead nurturing Drip marketing
Let’s start a blog!
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The web is the heart (and the brain) of your business
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@conversionista
Rubrik som är läskigt bra!
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@conversionista
Rubrik som är läskigt bra!
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A conversion focused model for a lead generation web site
The model
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Start page Destination page Lead capture Goal
Segment Drive towards capture
Secure lead
Then things get complicated
1. Visitors arrive here and there
2. Lead capture can happen directly on the page
Engage
48
Sitevision again
A one-page
solution with anchor links
Case - Secmaker
Secmaker’s awareness scale
54
One-page flow aligned to awareness state
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Un
aw
are
Pro
ble
m A
wa
re S
olu
tion
Aw
are
Pro
du
ct Aw
are
Mo
st Aw
are
56
Unaware
Problem aware
Solution aware
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Here’s the result:
The model
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Start page Destination page Lead capture Goal
Segment Drive towards capture
Secure leadEngage
Ok, prospect is on your page. !You want to capture the lead. !You present the hook.
Two challenges
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HOW do yo integrate the hook content into the bait content
1. Layout - Where on the page do you place the hook?
2. Context - What hook goes on what bait page?
Secmaker again
Look! !
We screw up too!
Secmaker again
The model
70
Start page Destination page Lead capture Goal
Segment Drive towards capture
Secure leadEngage
72
Methodical
Humanistic Spontaneous
CompetitiveLogical
Emotional
Fast Slow
Four persona typesBased on how we make decisions
Thanks to Bryan Eisenberg
A general wireframe to target different
persona types
Skandia barnförsäkring
75
Hey John - In what order & where?
76
Some B2C lead gen examples
77
What is your nr 1 business goal?
!
Maximize customer lifetime value
I mean the whole-enchilada-my-way-or-the-highway-Rockefeller-double-whammy kind of goal?
THE GOAL
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80
You’re in the intensive care
New media - Onboarding
81
VisitorRegistered prospect
Active prospect
Paying member
Payment
Acquisition
Conversion Activation
Onboarding
82
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Payment
Acquisition
Conversion Activation
Staying members
Onboarding
83
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation
Churn
Re- activation
Onboarding
Retention
Oh no - We lost one!
84
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation Retention
Churn
Re- activation
Sharing member/prospect
Referred prospect
happy members bring more members
85
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation Retention
Churn
Re- activation
Newsletter
Campaign
Campaign
How NOT to do it!
86
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88
89
Yoy’re in the business of nudging
90
To hit the wall
91
Activation
Conversion Optimization
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VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment Conversion
Optimization
Acquisition
Registration Conversion
Optimization
Activation Program
Retention Program
Churn
Re- activation Program
New media customer life cycle
93
A machinery for harvesting customer insights
Let customer insights drive:Customer
lifetime value
or !
stay in the intensive care
Bart Schutz Wheel of
Persuasion
Roger Dooley Author of
“Brainfluence”
Sandra Niehaus Closed Loop Michael Aagard
Content Verve
October 16 www.conversionjam.se
@conversionista
www.conversionista.se