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Communicating
with a Purpose
#Webinar-Purpose
presented by:
Join the Conversation #Purpose-Webinar
Webinar: Communicating with a Purpose
with Daniel Burstein Director of Editorial Content, MarketingSherpa
and JR Hopwood Vice President of Digital Strategy, Bridgeline
Communicating
with a Purpose
#Webinar-Purpose
Please engage with this presentation
We LOVE feedback…
Open the Questions pane and share your thoughts.
Communicating
with a Purpose
#Webinar-Purpose
What’s your best performing digital
communication tactic?
Use #Webinar-Purpose Or in GotoWebinar Chat.
Communicating
with a Purpose
#Webinar-Purpose
About Marketing Sherpa
Communicating
with a Purpose
#Webinar-Purpose
85%
What We Know: Customers Expect TRULY Personal Experience!
85% of customers would no longer buy from an organization that failed to take account of their preferences and purchasing history.
Source: “Impact of having an effective Single Customer View on consumer behaviour,” (Infographic), Experian Marketing Services, 2012.
Communicating
with a Purpose
#Webinar-Purpose
?
Communicating
with a Purpose
#Webinar-Purpose
About Bridgeline:
► Digital Strategy
► User-Centered Design
► Web Application Development
► Systems Integration
► Search Engine Optimization
► Managed Hosting Services
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
Challenge: Getting the right content to the right people
Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Tip: Organize to ensure the database is targeted and content is balanced across
different personas.
Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Tip: Content takes much longer to build than
technology for a multi-touch nurturing program. Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014
Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Personalized Email How to Effectively Implement Automated Emailers.
Communicating
with a Purpose
#Webinar-Purpose
Uses for Automated Emailers:
63%
54%
13%
11%
WELCOME THANK YOU TRIGGERED BASED ON WEBSITE
BEHAVIOR
SHOPPING CART ABANDONED
Most common uses Least common uses
Source: 2011 MarketingSherpa Email Marketing Benchmark Report
Communicating
with a Purpose
#Webinar-Purpose
Here’s the problem…
Triggered emails can:
• Come off the wrong way if
they aren’t carefully executed
• An emailer should be written by
people, to people. Marketers
should stay professional but
maintain a friendly tone.
• Become outdated or
inaccurate.
Communicating
with a Purpose
#Webinar-Purpose
How Triggered Emails Should Work:
Triggered emails should focus on the benefits of your conversion goals for the viewer.
Visit Action Reaction
Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Website Segmentation Rules for using visitors ‘cookies’ for marketing purposes.
Communicating
with a Purpose
#Webinar-Purpose
Most companies have a 60-80% confidence level… which also means a 20-40% margin for error.
Segmentation can not distinguish between users or personality types.
Source: Brittany Long, "Customer Relevance: 3 golden rules for cookie-based Web segmentation," MarketingSherpa Blog
Communicating
with a Purpose
#Webinar-Purpose
Provide users with information that is relevant and meets user needs.
Too much knowledge about the user can scare them away.
Communicating
with a Purpose
#Webinar-Purpose
Research should be done to figure out what to say to customers and how to say it.
Communicating
with a Purpose
#Webinar-Purpose
The Anatomy of Communicating with a Purpose
Remarketing
Persuasive Content
Product Upsells
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
This is Mark E. Tier Marketing Manager IT Hiring Group Goal: Leads and customers for IT hiring services
Communicating
with a Purpose
#Webinar-Purpose
A stellar whitepaper (Tech Hiring Dos and Don’ts).
Lots of interest.
Lead graveyard.
Conversion!
Communicating
with a Purpose
#Webinar-Purpose
Avoid the lead graveyard.
Expected Tech Salaries
Pros & Cons: Working With a Hiring Firm
3rd-Party Report: Tech Hiring Best Practices
1DAY Download Whitepaper
2DAY Supporting Asset.
4DAY Email blog post.
Visits site.
Site promotion: Special Report.
Success! Lead Contacted.
Weekly Email: Thought Leadership
Re-Visit: Sample IT Resources.
Communicating
with a Purpose
#Webinar-Purpose
What is Persuasive Content?
Dynamic, segmented messaging.
Communicating
with a Purpose
#Webinar-Purpose
And it doesn’t stop at B2B.
This is Ret Ailer Director of Marketing Acme Widgets Goal: Repeat Widget Buyers
Communicating
with a Purpose
#Webinar-Purpose
Initial Visit:
• Dynamic messaging based on navigation
• Product Added to Cart • Site Exit
Communicating
with a Purpose
#Webinar-Purpose
Remarketing Efforts:
• 1 Hour: Abandon Cart Email • Coupon & Last Chance Display Ads • Social Media Ads
Communicating
with a Purpose
#Webinar-Purpose
Visitor Returns:
• Completes a Purchase • 1 Hour: Confirmation Email • 1 Day: Shipping Info & Upsell Email
• 3 Days: Usage Guide & Useful Products
Communicating
with a Purpose
#Webinar-Purpose
Ongoing communication with the customer:
• Dynamic Messaging Based on Purchase
• Related Content
• Best Way to Use Your Widget • Dos and Don’ts of Widgets • How Customer X Used Widgets
• Re-Fill Purchases
• Weekly Email
Communicating
with a Purpose
#Webinar-Purpose
ü Identify primary segments
ü Identify primary scenarios for each segment
ü Create digital touchpoint plan
ü Setup dynamic, persuasive content
ü Watch, learn and change
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
Let’s keep talking… #Webinar-Purpose
Thank You!
@bridgeline
