Content Marketing That Converts - Digital Elite Camp

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

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“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

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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

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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”

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“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

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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

Remember this guy?

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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?

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Content Marketing

Lead Management

Marketing Automation

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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

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Sitevision again

A one-page

solution with anchor links

Case - Secmaker

Secmaker’s awareness scale

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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

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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

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Start page Destination page Lead capture Goal

Segment Drive towards capture

Secure leadEngage

hipmunk.com

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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

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Hey John - In what order & where?

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Some B2C lead gen examples

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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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You’re in the intensive care

New media - Onboarding

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VisitorRegistered prospect

Active prospect

Paying member

Payment

Acquisition

Conversion Activation

Onboarding

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Payment

Acquisition

Conversion Activation

Staying members

Onboarding

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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!

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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

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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!

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Yoy’re in the business of nudging

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To hit the wall

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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

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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

john@conversionista.se

@conversionista

www.conversionista.se