Webinar - bridgeline.com Library/Webinars/20140714... · Communicating with a Purpose #Webinar-Purpose Please engage with this presentation We LOVE feedback… Open the Questions

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

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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

Email

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