Learn how to go beyond engagement and turn digital visitors into revenue with content using these key 4 steps: act like a media company, 3 content musts, right content at the right time, and getting your visitors to act. (Presentation by RSL Media CEO Rob Levin at CEB's 2017 Marketing to Small Business Summit)

1. Beyond Engagement:
4 steps to turning digital visitors
into customers
Rob Levin
CEO & Editor-in-Chief
RSL Media

2. We turn your
Prospects into Customers
# b2 s m b
Raving Fansinto

3. A g e o f t h e
Customer
A g e o f t h e
Seller
W e
a r e
h e r e
The Age of the Customer Is Here

4. “I need to create
some content;
everyone is doing it.”
Content Marketing Evolution
“Wait, the content
has to be really
good…”
“Now I have to sell
stuff with content?”

5. Poll
What are your most
important KPIs?
a) Clicks/visitors/views
b) MQLs
c) SQLs
d) Revenue

6. A New Journey
(Fo r Marketers)
Automation is the
new P2P
Marketers are
more responsible
for revenue
SMB buying is
changing

7. Beyond engagementLet’s talk revenue

8. Typical Goals
Widen the
consideration
factor
Sell the
product
$$$$
Prospect
nurturing
Sales
enablement
Customer
retention
Up-/cross-
sell
$$$ $$$ $$$ $$$
Brand
awareness
Thought
leadership
Lead
generation
and
acquisitions$ $ $
$$$$
Partner
communications

9. Do you have a documented
content strategy that
reflects these goals?
a) We have a detailed, documented content strategy
that includes goals, activities and timelines
b) We have a strategy but it’s not well documented
c) We develop our content strategy on the fly
d) What’s a content strategy?
Poll

10. 1 Act like a media company
2 3 content musts
3 Right content, right time
4 Get your visitors to act
The 4
Steps

11. Rented media
Act Like a Media Company:
H o w W e C o n n e c t w i t h t h e F u t u r e C u s t o m e r
Owned media
1

12. Content Mission
is Critical
Align with serving the customer
and the company's mission
What does your brand help
them do??
?
What does your target audience
need?

13. The 3 Content Musts
POV
Changing
Customer
Stories
2
Foundational
Content

14. Content that your
customers expect and are
looking for when they come
to your site
1 Foundational
Content

15. Foundational
content includes:
Product usage
Ideas & info related to
your product
Answers to common
objections and questions

16. TEXT ON SLIDE SPEAKING SCRIPT
VISUAL SUGGESTION
THIS TEXT WILL NOT APPEAR ON SLIDE AND IS FOR REFERENCE ONLY
Goes above and beyond the obvious
Inspires an owner to make a
change in how they do things
Answers questions not yet
answered elsewhere
2 Change Their POV

17. How It’s Done
with r eal experts

18. How It’s Done
with r eal experts

19. TEXT ON SLIDE SPEAKING SCRIPT
VISUAL SUGGESTION
THIS TEXT WILL NOT APPEAR ON SLIDE AND IS FOR REFERENCE ONLY
Case stories
Customer profiles
Best practices
3 Customer Stories
Triple play

20. The Right Content, the Right Time
3GOALS
TOPICS
Wide range
Engage,
build trust
Nurture,
accelerate,
overcome
objections
Product aligned
and/or
objections
Retain, upsell Product usage
Top
M i d d l e
B o t t o m
L i f e c y c l e

21. Top of the Funnel
Content addresses a range of challenges facing your customers
Industry
Banking
Commercial Liability Insurance
Telecom
Travel and Hospitality
Top of Funnel Content
3 Tips to Negotiate Better Payment
Terms
3 Clauses to Include in Every Contract
Is it Time to Create an App for Your
Biz?
How to Get the Impossible Face-to-
Face
Mission
Go From Cash Flow to Cash Flourish
Find The Risks Worth Taking
Leverage Technology to Create a
Competitive Advantage
Hit The Road, Shake Hands and Win
Business

22. Industry
Banking
Commercial Liability Insurance
Telecom
Travel and Hospitality
Top of Funnel Content
3 Tips to Negotiate Better
Payment Terms
3 Clauses to Include in Every
Contract
Is it Time to Create an App for
Your Biz?
How to Get the Impossible
Face-to-Face
Mission
Go From Cash Flow to Cash
Flourish
Find The Risks Worth Taking
Leverage Technology to
Create a Competitive
Advantage
Hit The Road, Shake Hands
and Win Business
Middle and Bottom of Funnel
Gets more specific and closer to the product or service
Creates a clear opportunity to be the trusted choice
Middle/Bot. Funnel
The Basics of Bank Account
Controls
Mitigate the Risks from Your
Next Big Deal
The Real Cost of a Slow
Internet Connection
Three Uses for Airline Clubs
You Never Knew Existed

23. Putting it All Together
Common
questions/objections
Best practices tied to product
Product usage
POV
Changing
Customer
Stories
Foundational
Top
M i d d l e
B o t t o m
L i f e c y c l e

24. Get Your Visitors to Act
4
Read moreOpt-in for
newsletter
or more
information
Contact
sales
Purchase
or trial

25. Contact Sales, Purchase, or Trial

26. Sign Up For Newsletters
Be compelling
Keep communicating

27. Read More
Opportunity to
nurture/move buyers
down the funnel
Might indicate level of
interest in product
Per CEB, 46% of marketer
content had a CTA

28. Killer Calls to
Action
You've done the job right
when the CTA and/or buying
of the product is the logical
next step
Different CTAs

29. 1 Act like a media company
2 3 content musts
3 Right content, right time
4 Get your visitors to act
Your Next
4 Steps

30. rlevin@rslmedia.com
@rslmedia #b2smb
rslmedia.com/ceb
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31. QUESTIONS?
www.rslmedia.com/ceb

32. Content that
Speaks SMB
hello@rslmedia.com
@rslmedia #b2smb
www.rslmedia.com/ceb