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Growing & Converting Leads with Content Marketing

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Presented by Quinn Tempest at Conversion Conference in Vegas April 2017.

Publié dans : Business
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Growing & Converting Leads with Content Marketing

  1. 1. GROWING & CONVERTING LEADS WITH CONTENT MARKETING Quinn Tempest Director of Marketing Vertical Measures #ConvCon @QuinnTempest
  2. 2. #ConvCon @QuinnTempest What I’ll Cover 1. The State of Content Marketing 2. Content Lead Generation Strategies 3. Lead Nurture 4. Measurement 5. ROI 6. Bonus: case studies!
  3. 3. #ConvCon @QuinnTempest Content Marketing
  4. 4. BELIEF + PERSISTENCE + A LEAD GENERATION STRATEGY
  5. 5. @QuinnTempest
  6. 6. #ConvCon @QuinnTempest 80%B2B 66%B2C Percentage of companies that will focus on lead gen as a content marketing goal in 2017 SOURCE: Content Marketing Institute
  7. 7. #ConvCon @QuinnTempest
  8. 8. #ConvCon @QuinnTempest
  9. 9. #ConvCon @QuinnTempest
  10. 10. #ConvCon @QuinnTempest
  11. 11. #ConvCon @QuinnTempest Their Results... • Traffic is up over 600%! • Monthly leads have grown by more than 350%! • Revenue is up by 40% “Profitability is up way more than that, since we eliminated traditional marketing expenses.”
  12. 12. #ConvCon @QuinnTempest
  13. 13. #ConvCon @QuinnTempest
  14. 14. #ConvCon @QuinnTempest This is how we work with clients today
  15. 15. #ConvCon @QuinnTempest The Hub Comprehensive, deep pieces of content, most often gated behind a lead form. • Build up foundation of content on site • Grow email list with interested, targeted leads • Deepen relationships with existing audience • Give focus to marketing team • Gather personal information to guide strategic insights
  16. 16. #ConvCon @QuinnTempest The Spokes • A series of blog posts. • A series of interviews/videos • A SlideShare presentation • A motion video • An infographic • A series of datagraphics • Syndicated articles • Guest post(s) on other sites • A series of Facebook posts • A series of Tweets • Include references in an email series Peripheral, often repurposed hub content, that helps push people to the landing page.
  17. 17. #ConvCon @QuinnTempest Results 4,286 visits 1,829 downloads 786 new contacts 2 new customers 9 assisted customers
  18. 18. #ConvCon @QuinnTempest Think of a hub and spoke campaign like a product launch.
  19. 19. #ConvCon @QuinnTempest
  20. 20. #ConvCon @QuinnTempest Sample Schedule January 10 - Hub Launch, Email #1, Blog, PPC Ad January 17 - Blog and Email #2 Spoke January 23 - Webinar Spoke January 27 - YouTube and Slideshare Spoke January 31 - Blog Spoke February 3 - Off-site Article February 7 - Infographic Spoke February 15 - Inclusion in e-Newsletter February 21 - Off-site Article February 28 - Blog Spoke March 8 - Blog Spoke March 16 - Email #3 March 28 - Off-site Podcast
  21. 21. #ConvCon @QuinnTempest You got the lead! Now what?
  22. 22. #ConvCon @QuinnTempest “When you're wondering what to say or how you look, just remember, she's already out with you. That means she said yes when she could have said no. That means she made a plan when she could have just blown you off. Will’s Dating Advice So that means it's no longer your job to make her like you. It's your job not to mess it up.”
  23. 23. #ConvCon @QuinnTempest SOURCE: HubSpot
  24. 24. #ConvCon @QuinnTempest Successful lead nurturing generates 47% larger purchases than non-nurtured leads. 47% SOURCE: Kapost
  25. 25. #ConvCon @QuinnTempest Lead Nurture is a Crucial Step • Increase business by providing consistent value • Keep your organization top-of-mind • Deepen existing relationships • Move people through the buying cycle quicker • Build brand recognition • Create loyalty and trust
  26. 26. #ConvCon @QuinnTempest How to Not Mess It Up Download of Hub Thank you email Spoke #1 Immediate x days later Spoke #2 Spoke #3 x days later x days later
  27. 27. #ConvCon @QuinnTempest Test, Test, Test
  28. 28. #ConvCon @QuinnTempest What is our ROI? q All the data points you can report q An open connection between sales/mktg q CRM with marketing data integration q Lead source and behavior data q CTA to encourage bridge to sales q A clear sales and/or marketing goal from the very beginning
  29. 29. #ConvCon @QuinnTempest Sources 786 new contacts • 261 – Direct Traffic • 235 – Organic • 104 – Paid Ads • 68 – Other Campaigns • 60 – Referrals • 43 – Social Media • 15 – Email
  30. 30. #ConvCon @QuinnTempest Ratios Resources Revenue
  31. 31. #ConvCon @QuinnTempest Opened email, clicked, visited 2 linked resources Visited landing page, downloaded hub The Content Journey to Conversion Forwarded an email promoting hub, clicked CTA
  32. 32. #ConvCon @QuinnTempest Visited multiple site pages, including branded content Sent direct email to marketing, handed to sales The Content Journey to Conversion Read 3 onsite blogs
  33. 33. #ConvCon @QuinnTempest The Content Journey to Conversion Became a customer! December – End of February Read blogs, watched videos, attended webinars, downloaded hubs
  34. 34. #ConvCon @QuinnTempest Pulling it All Together 1. Don’t give up on content marketing 2. The hub and spoke model works 3. Nurture your leads 4. Track, test, and measure 5. Ensure you’re getting a positive ROI
  35. 35. DOWNLOAD A SAMPLE HUB AND SPOKE ABSTRACT vert.ms/cm-hub #ConvCon @QuinnTempest SLIDES vert.ms/cmconvert
  36. 36. #ConvCon @QuinnTempest About Me... ● Director of Marketing at Vertical Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ ● Sample of our 40+ clients: quinnt@verticalmeasures.com
  37. 37. DOWNLOAD A SAMPLE HUB AND SPOKE ABSTRACT vert.ms/cm-hub #ConvCon @QuinnTempest SLIDES vert.ms/cmconvert
  38. 38. QUESTIONS? #ConvCon @QuinnTempest
  39. 39. DOWNLOAD A SAMPLE HUB AND SPOKE ABSTRACT vert.ms/cm-hub #ConvCon @QuinnTempest SLIDES vert.ms/cmconvert

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