get your marketing noticed now – and get real results!
TRANSCRIPT
Get Your Marketing Noticed Now –
And Get Real Results!
Marie Wiese
Rethink Email
March 23, 2015
Your buyers’ behavior has
changed…
What are you doing about it?
70%
Your buyer will be 70% of the way through their buying process before you ever hear from them
11.2
Potential customers will use 11.2 pieces of online data in the decision making process
99%
Of prospects will consult a website before they decide to buy anything
100%
Will go to your website before making the final decision to buy from you
“Check out our blog post - 24 Content Marketing
Stats that will Blow Your Mind”
Your website is the new first sales
call.
Your website and online
conversation has replaced the top
of the sales funnel.
1898
The funnel today
Well planned, customer centric
content…
Is not intrusive
Adds value
Invites you to engage
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Today’s Reality
1. Customers are not targets; they are people who are interested in solving their own problem.
2. People don’t buy from companies; they buy from people.
3. Marketers worry about their ability to build persuasive copy but persuasion is not authentic. Clarity is persuasion.
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Communicating versus Marketing
• When you communicate, there is no action required on the part of the recipient - they are passively receive the information
• Marketing means you are eliciting a response or follow through on a call to action
• When you start a digital dialogue, you are looking for a physical and measurable response
Challenges to creating an online
conversation that starts the buying
process
1. Overcoming product bias
2. Thinking good content is easy to produce
3. Unwilling to test
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60% of the sales funnel is taking
place in the digital space…
How good is the data you are using to improve your business results?
Do you use data to make decisions?
• Google Analytics?
• Back end of your website?
• Your email marketing tool?
• Social media stats?
• Other tracking tools?
There is gold in them there hills.
Your best friend…
Google Analytics
The good news…
• It’s free
• It’s full of important and useful information
• It provides markers about search engine optimization
Google Analytics
The bad news…
• Its tracking everything about your website
• Its difficult to keep on top of changes
• Its tricky to manipulate
• Google makes you play by their rules
Top 10 things you should be
tracking
1. New versus returning visitors
2. Where people entered and left your site
3. Time on page
4. In-page analytics (where they click)
5. Geography
6. Goal completions
7. How conversion tools perform
8. Referring sites
9. Keywords
10. Visits by traffic type
1. New versus returning
• Depending on your strategy these numbers are good or bad
• Good if your goal is lead nurturing
• Not so good if your goal is lead generation
• Insert pic
2. Where people enter and leave
your website
• Home page
• About us
• Insert pic
How do people use your website?
3. Time on page
• Need to determine strategy and decide if time on page good or bad?
4. In-page analytics
4. In-page analytics
• Look at where people click
• Which part of your navigation is performing?
• Does your eye tracking strategy work?
Do people take the next step you
want them to?
5. Geography
• How important is local search to your business?
• If you’re getting traffic from the wrong place, your keyword strategy is off
6. Goal completions
• Track everything
• Map to buyer process
• Steps in buyer cycle
7. Conversion tools
• 0.1% is a good conversion number
• Be realistic about goals
Do your conversion points perform?
8. Referring sites
• Who is driving leads for your business?
• Is there a way to get more?
9. Keywords
• Develop a keyword strategy for your business
• Determine which words perform
• Track and adjust every 30 days
10. Visits by traffic types
• Stop doing things that don’t drive traffic
• See what strategies perform
The
Content
Marketing
Success
Loop
Getting the buyer to raise their
hand
• Customer-centric business problems in blog topics and social media
• Email campaigns with good headlines
• Headlines create links in social media
• Paid media test headlines
• People engage with content that matters to them
• They go to see if they can afford something they need
• They download the brochure
A true story…
Company: Grantek.com
Background: North American B2B systems integration company
Objective: Lead nurturing
Buyer interaction tested: Who cares more about safety automation: Senior managers or safety engineers
One topic: Two audiences
Conversion Point
Results
Example
Example
• Gate value-add content
LinkedIn Posts Examples
Results of good content…
Guide achieved 75 downloads in the first 3 months• 43.5% conversion on download via email campaign• 65.5% conversion on download via published press
release• Email campaigns had a 100% higher click through rates
vs. previous email campaigns to the same email lists.• Grew followers on LinkedIn company page from 50 to
1500• Track-able links embedded into guides driving downloads
on site resulted in a 59.3% conversion rate.
About Us
We will help companies find customers and keep customers by turning their websites into their most powerful sales tool.
Marketing CoPilot Inc. is a content marketing consulting and execution agency. What sets us apart is our proven methodology for developing and testing customer-centric content. We start by mapping the buying process to create optimized content and build a web presence framework that is a powerful foundation to engage customers and prospects.
The Marketing CoPilot methodology has been tested with more than 100 companies to deliver content driven digital.
Marketing CoPilot Inc is a registered trademark in Canada. Copyright @2015. Not to be reproduced or reused without full attribution.
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