Beyond Engagement: 4 steps to turning digital visitors into customers
Download as PPTX, PDF•0 likes•94 views
The document outlines a strategy for converting digital visitors into customers through an effective content marketing approach. It emphasizes the importance of a documented content strategy that aligns with customer needs and company objectives, while highlighting four critical steps: acting like a media company, creating compelling foundational content, and using the right content at the right time to engage and nurture prospects. Finally, it advises on the implementation of strong calls to action to guide customers through their buying journey.
Beyond Engagement: 4 steps to turning digital visitors into customers
- 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. [email protected] @rslmedia #b2smb rslmedia.com/ceb Continue the Conversation Take our assessment Read selected blog posts Sign up for our newsletter Learn More
- 32. Content that Speaks SMB [email protected] @rslmedia #b2smb www.rslmedia.com/ceb