Why Leads Are Ignoring Your Content - slides 022514

#123webinar | @webmarketing123

Mike TurnerDirector, Business Development

February 25th, 2014

Why Leads are

Ignoring Your Content Marketing

#123webinar | @webmarketing123 2

About Us


We are a digital marketing agency focusing on lead generation.

Search Engine Optimization

Website Redesign

SEM & Display

Content Creation

Top 500 Fastest

Growing Private

US Companies.


What sets us apart?


We deliver on revenue.Not just leads & traffic.

Each campaign includes:

Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


1 Survive Content ShockEvaluating the State of Content Marketing

2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle

3 Tame the Google ZooFeeding Search with Great Content

4 Make the Business Case for ContentReporting on Content Marketing ROI

5 Get Started NowBuilding an Action Plan

On the Agenda


Why are leads ignoring my content

/ Survive Content Shock


Over half of marketers plan to invest more in content this year.

58% of B2B marketers will increase their content marketing budget.

On average, 30% of B2B marketing budgets are dedicated to content.

Trend #1 Content Marketing Will Become More Than Just a Buzzword


Content Shock.


Here’s what content shock looks like:


Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014

Likelihood of Earning Amplification/Visits

Quanti

ty o

f C

onte

nt

Som

eone is E

xposed T

o


Early warning signs are setting in.

Source: “The Big Problem of Ad Fatigue”, MarketingZeus; March 2012



Get ahead now.

“[Create incredible content] so that you can

earn and own an audience soon,

before the world of content goes from the wild west to an overcrowded, hyper-

competitive field…”

Rand Fishkin Moz Co-founder

Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014



Should I still bother with content



Source: “Cold, Hard Content Marketing Stats,” Kapost

Yes, content marketing still delivers:

62%Costs 62% less than traditional marketing.

3xGenerates 3x as many leads as traditional marketing.

6xWebsite CVR is 6x higher for content marketing adopters.

47%Nurtured leads make 47% larger purchases.



Competition is fierce.

already use content marketing.

93%plan to increase content

budget this year.

58%of marketers don’t have

a content strategy.

49%

..but there is hope.

Source: “2014 B2B Content Marketing Trends”, Content Marketing Institute/MarketingProfs



Let’s see how your plan stacks up.



Successful content marketers

Master 3 Major Challenges:

Win the self informed buyer.

Tame the Google zoo.

Optimize for revenue.








On the Agenda


Before, Now,prospects needed to

talk to sales.the last thing they do is talk to sales.

/ Capture the New Buyer


Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

The sales cycle before.


http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

The sales cycle now.

70% of the new

buyer’s journey happens online.

Source: SiriusDecisions


http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Welcome to the Hidden Sales Cycle.


Source: “Dismantling the Sales Machine”, HBR; Nov. 2013

The old sales machine is stalling.

longer sales cycles

lower conversionrates

less reliable forecasts

compressed margins



Mission: Capture the Buyer in the Online Research Stage.


Fuel lead generation with content.

Acquire leads. Nurture leads. Sell leads..



Acquire leads.Influence the buyer at the 1st touch point.

Email

SEM

1/ Capture the New Buyer


Nurture leads.Map content to the funnel and distribute based on lead behavior.

2Funnel Stage Content Piece

Awareness

Evaluation

Purchase

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“How to Close More Deals via Digital Demand Gen”

“Why the Webmarketing123 Lead Gen Strategy is the Best”



Prep to sell the new buyer. Use automated lead scoring and adopt the Challenger Sale.

3

Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013

Companies that respond to leads within an hour after

receiving a query are 7x as likely to qualify the lead.

Top sales reps reset prospect

criteria with the challenger sale.







5 Get Started NowBuilding an Action Plan.

On the Agenda


Quality Content

Google updates the

search algorithm 500+

times a year.

1Secure Search Reporting

Measure top performing

content themes in place of

specific keyword

performance.

2

SEO now depends on strategic content creation.

/ Feed Search with Great Content


2 Main Types of Content Needed

Tent pole Pieces

Website Pages


What do these Algorithms care about?

Fresh,frequent, quality

content.

Site Metricslike time on site, bounce rate, and

load time.

Authorship Verificationhelps signal

original content.

/ Feed Search with Great Content


Calculate your content gap.How much content do you need to create?

1/ Feed Search with Great Content

# of Buyer Personas

# of Funnel Stages

Covered Topics

Possible Topics[ ]( )

Pieces of content you need to cover your bases.


Prioritize content creation.Map your keywords & stay organized with a content calendar.



Ace site content structure.Optimize structure to increase indexed pages.


Mobile

Enterprise

SMB

Other Relevant Internal Pages

MobileSMB Enterprise

Thematically group pages around keywords.

Create quality content within each section that relate to larger keyword themes.

Link pages within the same groups to further strengthen theme of website.







On the Agenda


How do you measure content success?


All of this boils down to 2 MAJOR CMO Challenges:

“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

/ ROI Reporting

Measure the money metrics.

Source: IBM CMO Study


$

$

$

Qualified leads (MQLs/SQLs)

Sales pipeline opportunity

Closed won revenue

Number of keywords on page 1

Traffic

Raw lead volume

/ ROI Reporting

Measure the money metrics.

Invest in a multi-touch attribution model to track

revenue back to influencing campaigns in your CRM.


/ ROI Reporting

Marketing Campaigns Tied To ROI

$


Sample Report

Then, gain actionable insights into which campaigns generate revenue:

With the advent of Secure Search, keyword mapping is more important than ever.

Attribution at Work


$

CampaignClosed Won

RevenueAllocation

eBook

Blog

Webinar

$

$

$ $ $

/ ROI Reporting

Reinvest based on revenue, not leads.

Number of Leads

$85,000

$60,000

$275,000




3 Feed Search with Great ContentHow to Win New Self-Informed Buyer



On the Agenda


Right now, maybe you’re thinking…

Wow! Now I can tackle all 3 challenges of content marketing

for lead gen!

/ Action Plan


Most companies fumble at implementation.


Companies struggle with

3 major pain points:

Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013

1 2 3Ineffective content.

Incomplete digital

integration.

Poorly-optimized

channel mix.

/ Action Plan


“Agencies & clients that apply lean tools get

33% Better Results.”

Source: Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013.

/ Action Plan

http://www.bcg.com/expertise_impact/publications/PublicationDetails.aspx?id=tcm:12-134441


/ Action Plan

Digital Lead Gen Action Plan:

2

3

Strengthen digital presence to influence the new self-informed buyer.

Invest in a multi-touch attribution model.

Apply lean optimization tactics to agreed upon KPIs.

Conduct a lead generation content audit.

1

4


Get results 66% faster.

Cut cost per lead in half.

Experience 2X lead volume.

Gain $8 pipeline revenue for every $1 spent.

Lean digital marketing allows our clients to:

/ Action Plan


Email [email protected] or call 800.619.1570

THANK YOU

Mike TurnerDir. Business Dev.

Meet with our team.

Get a 2nd opinion on your digital lead gen strategy.

mailto:[email protected]

Education

Why Leads Are Ignoring Your Content - slides 022514