SalesForce: How to Win the War on the Web

Byron WhiteChief Idea OfficerideaLaunch

Exclusive PresentationSalesForce.com

September 22, 2011

Agenda

How can you reach bigger audiences, driving awareness, pipeline, and product adoption?

Create great content. So great, readers share it.

We've brought in a content marketing expert to help us understand what we need to write about, at what frequency, and how to make sure it gets picked up in search. 

Write about information customers want and need.

Byron will provide real-world examples of low hanging fruit that just needs to be optimized, as well as new opportunities we might explore. 

Let’s do it.

The ContentMarketing Revolution

Content Marketing is a Team Sport

Brand YouIs the Secret Weapon

What isContent Marketing?

It’s the art of listening to your customers’ wants and needs

Search Box

Social Media

Web Analytics

Keyword Popularity

Customer Service

Questionnaires

And the science of delivering it to them in a compelling way

Articles

Blogs

Books

eBooks

RSS Feeds

Printed Books

Newsletters

Videos

Web

Widgets

It’s catching readers orbiting at high speeds

Applet

Desktop

Events

Information Portals

Mobile

Podcasts

RSS Feeds

Social Networks

News

With information they want and need

Love It Metrics

Downloads

Time on Site

Repeat Visitation

Send to Friend

Post to Network

Link to Page

It’s testing campaigns to learn what works best

A/B Testing

Multivariate Testing

Eye Track Testing

Segmentation Testing

Geo Target Testing

Usability Testing

Content Testing

And finding the most efficient path to engagement and sales

The Trust Pipeline

Score Engagement

Qualify Lead

Evaluate Intent

Induce Trial

Motivate Purchase

Get the Sale

Correlate Assets to Sale

Content Marketing is a Team Sport

The Six Step Content Marketing Workflow

Step 1 The Content Plan

Research Summary

Competitive Intelligence

Keyword Filtering

Content Analysis

Organic Market Share

Content Asset Allocation

Conclusions

How much content?

How frequently?

How good is it?

What distribution channels?

Competitive Research

Company Name/Product Line Domain/Sub-Domain

Salesforce salesforce.com

Amazon EC2 aws.amazon.com

Google App Engine code.google.com

HubSpot hubspot.com

Jive Software jivesoftware.com

Oracle oracle.com

Microsoft Azure* microsoft.com*

Microsoft Dynamics* microsoft.com*

Microsoft SharePoint sharepoint.microsoft.com

NetSuite netsuite.com

RightNow rightnow.com

SAP sap.com

SugarCRM sugarcrm.com

Yammer yammer.com

Zendesk zendesk.com

Keyword Research

Pulled Keywords Duplicates Duplicates Removed Universe 1,000

10,000

100,000

1,000,000

156,582

11,590

138,272

3,613

Keyword Research

List Name Keyword CountKeyword Universe 3,613Golden Keywords 312

Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100

Top 100 Search Volume Keywords 100

Keyword Silo Development

Chatter Force.com Jigsaw Radian6 RemedyForce Sales Cloud Service Cloud0

100

200

300

400

500

600

700

Keyword Distribution by Product Silo

Application Development

Cloud Computing

Contact Management

CRM Enterprise Collaboration

IT Help Desk Social Media Management

0

100

200

300

400

500

600

700

Keyword Distribution by Topic Silo

Market Share Analysis of Keyword Silos

Keyword Silo Salesforce Market ShareContact Management 31%

Sales Cloud 28%Jigsaw 26%

Cloud Computing 25%RemedyForce 22%Service Cloud 22%

CRM 21%IT Help Desk 20%Force.com 13%

Application Development 11%Enterprise Collaboration 10%

Chatter 8%Radian6 7%

Social Media Management 5%

Content Research

Salesforce HubSpot Google App Engine

Yammer SugarCRM RightNow Amazon EC20

1000

2000

3000

4000

5000

6000 5482

2488

14221079 883 813

137

Total Content AssetsSalesforce vs. Competitors

Content Analysis

Blog

Web

Pag

eVide

o

Case

Study

Press

Rele

ase

Bug T

rack

er

Web

cast

News

Forum

Data

Sheet

Whit

e Pap

er

XML

Feed

Login

Pag

e

Releas

e Not

es

Applic

ation

Guid

e

Pricing

Pag

e

Audio

Recor

ding

Slides

FAQ

0

50

100

150

200

250220

166158

7766

5242

24 2412 11 10 7 4 4 2 2 1 1

SugarCRM Content Assets

Implementation Guide

Calculator

Form

Study Guide

Tips

FAQ

Slides

Course Catalog

News

Success Story

Use Case

Customer Testimonials

White Paper

Scroller

XML Feed

Web Page

0 500 1000 1500 2000 2500

22345681112202225262730383847475254101106107114179211229

416429

8882223

Salesforce Content Assets

Social Media Research

Oracle SAP Salesforce Microsoft Dynamics

CRM

Netsuite Sugar CRM0

1000

2000

3000

4000

5000

6000

7000

8000

9000

29452461

8093

11661751

1045

Social Media Publishing VolumeCustomer Relationship Management

Social Media Analysis

Oracle SAP Salesforce Microsoft Dynamics

CRM

Netsuite Sugar CRM0

50000

100000

150000

200000

250000

300000

257898

150286

123369

21582 146654530

Social Media Fan BaseCustomer Relationship Management

Research Summary

Content Asset YourSite.com Best of Competitor

Traffic A C

PPC Spend B A

Content Portfolio B B

Content Authority C B

Publishing Frequency D C

Social Reach F D

Social Conversations F F

Testimonials A F

Partnerships B A

Internal Links C B

Inbound Links C C

SEO Strength A C

SEO Performance B A

Testing Methodology A B

Additional Elements for Future Development

Style Guides

Customer Research

Persona Development

Step 2 Content Creation

How good? + Customer Interests+ Industry Expert Writers+ Conversion Influence+ Performance goals

How much? + Distribution Channels+ Topic Research+ Publishing Research+ Market Share Analysis

How often?+ Publishing Frequency+ Channel Distribution+ Customer Reach

What is great content?

SalesForce.comVideo ContentA-

What’s Now?

Content/Design A

Cloud Depth B

What’s next?

Predicting Sales Future

Chatter Builds Trust

Trust Builds Sales

The Force is With You

Dream Your Way to Success

SalesForce Blog ContentB

Old Layout

Layout and Design C

Frequency + Volume A

Rich Info Advice C

SalesForce New Blog B

What’s Now?

Layout/Design A

Lead Generation C

What’s next?

Contributor Volume

Link Strategy

Lead Generation

White Papers

Humor

Sunshine on a Cloudy Day

White Papers and Case StudiesC

What’s Now?

Information Rich

Dry Tone and Style

What’s next?

Call to Action (Lead Gen)

Information Design Rich

Link Strategy

Subscription Service

Topic Spot On

Purple Papers

White Papers and Case StudiesC

Web PagesC

Lead Gen Page

See Lots of Demos

Form Length

What’s Wrong

Test Form Size

Right Column

SalesForce Products

Product Image

No Motivation

No Education

Web PagesC

Pricing Page

Free

Chatter Plus

What’s Wrong

Right Column

Value Add White Paper

Lead Generation

Motivation

Education

Information

Web PagesC

Learn More Page

Access Help Chat 10 Seconds

Pulls away after 10 Seconds

Transform Business with SalesForce Products

Betterment Ideas

Access Help Chat 24 x 7

Transform Business with Value Add White Paper for Lead Gen Motivation

48 Minutes not 48 Hours

Sales and Marketing IntegrationC

Sales and Marketing IntegrationC

EmailC

Email MarketingC

Email MarketingC

What’s Now?

What is the Cloud?

Duplicate Content

What’s next?

Meta Descriptions

Resource Center

Conversion Enabled

Internal Link Building

Predict the Weather

Content Creation Recommendations (HELP)

Step 3 Content Optimization

The SEO Plan

Competitive Intelligence

Keyword Research

Keyword Silos

Market Share Timestamp

Content Asset Allocation

Keyword Universe (HELP)

List Name Keyword CountKeyword Universe 3,613Golden Keywords 312

Low-Hanging Fruit Keywords 467Top 100 PPC Keywords 100

Top 100 Search Volume Keywords 100

Product Keyword Silos

Sales

Cloud

Jigsaw

Servi

ce Cloud

Remed

yForce

Chatter

Radian

6

Force

.com

0

20

40

60

80

100

120

84

54

73

57 61

39 40

111

74 75

57

13 9

55

22

8

22 24

0 3 3

25

820

26

125

18

Product Keyword Silos

GoldenLow FruitTop PPCTop SV

Hot Topic Keyword Silos

Cloud Computing CRM

Contact M

anag

emen

t

Socia

l Med

ia Man

agem

ent

Enter

prise C

ollaborati

on

IT Help

Desk

Application Dev

elopmen

t 0

20406080

100120140

3955 49

25 3144

32

7584

123

829

6149

1

32 24

0 1

30

53 11 10 5 419 17

Hot Topic Keyword Silos

GoldenLow FruitTop PPCTop SV

Golden Keywords

business software applications

business contact

lead tracking

enterprise application integration

communication and collaboration

help desk ticketing software

application development tools

enterprise collaboration software

tech support

collaboration software

help desk support software

application integration

enterprise application development

support desk software

lead tracking software

online help desk software

small business crm software

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00

$10.02

$10.42

$10.71

$11.33

$11.90

$11.98

$12.54

$13.63

$14.72

$14.73

$14.97

$15.50

$17.87

$23.80

$24.20

$26.11

$26.82

High-Priority Golden Keywords

PPC

Low-Hanging Fruit Keywords

help desk software solutions

free crm software

contact manager email

small business crm software

contact relationship management

enterprise crm solutions

it help desk software

software sales leads

help desk software

help desk software solution

online customer support software

web customer service software

customer contact management

enterprise crm software

crm management software

contact data management

contact center applications

email customer service software

$0.00$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

$45.00

$25.11

$25.55

$26.30

$26.82

$26.89

$27.04

$27.46

$27.91

$29.58

$29.86

$33.38

$33.59

$34.02

$34.03

$34.68

$36.10

$37.32

$40.99

High-Priority Low-Hanging Fruit

PPC

Low-Hanging Fruit Keywords

cloud platformssupport solutions

customer relationship crmapplication help desk

customer services managementprocess management software

business contactscall center analytics

crm management softwarecrm package

remedy help desksales engineer

services of cloud computingtracking leads

application developmentcloud app

enterprise collaboration softwareit service supportlead management

project management crmsales systems

service desk itadvantages of cloud computing

application integrationbusiness contact software

business management process software

-25-20-15-10-50

-21-7

-6-5

-4-4

-3-3-3-3-3-3-3-3

-2-2-2-2-2-2-2-2

-1-1-1-1

Positions Lost in Last Month

Positions

Internal Link BuildingC-

Inbound Link Popularity

Microsoft Azure

Microsoft Sharepoint

SugarCRM

Microsoft Dynamics

Google App Engine

Yammer

RightNow

SAP

Salesforce

HubSpot

Jive Software

Amazon Web Services

Netsuite

Oracle

Zendesk

1 100 10000 1000000 100000000

53

65,048

111,575

114,643

128,046

430,345

443,521

726,165

777,954

795,935

1,249,959

2,588,883

2,785,574

4,989,204

30,982,286

Inbound Links

Keyword Maps (HELP)

SEO Scoring (HELP)

SEO Scoring (HELP)

Step 4 Content Editing

Advanced Editing Process

Content Plans

Topic Research

Style Guides

Writer Sampling

Editorial Revisions

Content Haiku

Brand Infusion

Fact Proofing

Technical Review

Legal Review

Engagement Testing

Delightful Confirmation

Great Editors are required to develop great content

“Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.”

—Gene Fowler

“There’s nothing to writing. All you do is sit down at a keyboard and open a vein.”

—Red Smith

Great Editors know how to craft an engaging story

Information A Story

Fills You Up Moves You On

Facts Acts

Citing Exciting

Reams Dreams

Promotional Emotional

Static Dramatic

Check lists Casts of Characters

Compiling Compelling

Annotated Animated

Feeding the Brain Touching the Heart

Expires Inspires

Great Editors find your company’s Haiku and distinct voice

Haiku: Japanese 3 line poem, 17 syllablesDefine the style and tone that delights readers

Identify what type of content performs best

Modify content assets for different channels

Develop consistency within content assets

Great Editors understand the sales funnel

• Preliminary: Headlines, visuals, architecture and familial content.

• Investigating: Knowledge-seeking and trust-building opportunity

• Capability: Show how you solve problems and deliver on needs

• Action: Motivate sign up, download or buy

Great Editors Turn Complexity into Simplicity

Great Editors Turn Complexity into Simplicity

Great Editors Turn Complexity into Simplicity

Step 5 Content Distribution

Distribution Channels

On-Site Distribution

Off-Site Distribution

Articles

Books

Courseware

eBooks

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

Workbooks

Video

Determine the right mix of content assets

On-Site distribution architecture (HELP)

Distribution Channels

Step 6 Content Performance

A Sneak Peak at the Conversion Formula

Content: Are you earning trust with information customers want and need?

Usability: Is your content and imagery optimized for conversion?

Motivation: Do you have clear reasons to buy and not try the competition?

Incentive: Are you offering any incentives, trial or reward?

Friction: Have you identified potential resistance and reduced the pain points?

Anxiety: Have you pinpointed the concerns and resolved the issues?

Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)

Listing Positions

Organic Traffic

Content Downloads

Sales Influenced by Content Assets

Time On Site

Return Visitors

User Acquisition Cost

Conversion Rates

Brand Youis the Secret Weapon

Tip #1: Get in tune with the paradox of choice

• Too many choices with the new age of micro expansion

• New rules for complex decision making

• New meaning needs to be developed to find the best path

• New methodology needs to be formulated for big decisions

• New reward needs to surface with the right decision

The Paradox of Choice by Barry Schwartz

Tip # 2: The Conversion Formula

Content: Are you earning trust with information customers want and need?

Usability: Is your content and imagery optimized for conversion?

Motivation: Do you have clear reasons to buy and not try the competition?

Incentive: Are you offering any incentives, trial or reward?

Friction: Have you identified potential resistance and reduced the pain points?

Anxiety: Have you pinpointed the concerns and resolved the issues?

Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)

Test “feel” words to improve conversion rates

Employment Sell Words

Entry Level Position

Excellent Growth Opportunity

Immediate Openings

Leading Company Seeks

Growing Company Seeks

Team Player

Strong Interpersonal Skill

Financially Motivated

Annual Performance Bonus

Team Environment

Financial Sell Words

You’re Already Pre-Approved

Cash Back Offer

Be Debt-Free in Weeks

Instant Financial Freedom

No Annual Fee

Pocket Extra Money

Low Introductory Rate

Fast Cash

Start Saving Now

Peace of Mind

Test “sell” words to improve conversion rates

Offers

Special Offer

Exclusive Offer

Limited Time Offer

Click Here

Right Now

Instant Access

Instant Download

Free Shipping

No-Fuss Signup

Easy Signup

Trials

Free Trial

First Time Trial

No-Risk Trial

Risk Free Trial

Buy After Review

Test Drive

Free Membership

Free Subscription

Join Beta Group

Free Trial with Feedback

Motivators

Free Gift

Pays for Itself

Limited Availability

As Seen on TV

Solve X

Stop Y

All Inclusive

Best Rated

Tested and Proven

Money-Back Guarantee

Test both positive and negative sell words

Negative Sell Words

Baffling

Blurred

Unclear

Bewildering

Mind-Boggling

Complicated

Convoluted

Perplexing

Puzzling

Mixed Up

Positive Sell Words

Persevering

Efficient

Hard-Driving

Proactive

Adaptable

Responsive

First-rate

Top-notch

Highly Competent

Powerful

Tip #3: What’s your mantra

Winning is Everything Green Bay Packers

Think IBM

Fun Family Entertainment Disney

Save Babies March of Dimes

Healthy Fast Food Wendy’s

Kick Butt in Air and Space Air Force

The Art of the Start, Guy Kawasaki

Get in tune with customer 2.0 wants and needs

Customers Needs

• Credibility, Belief and Logic

• Exposure to New Information

• To Laugh

• Mystery and Bravery

• Surprise and Delight

Content Critical by Gerry McGovern and Rob Norton

2.0 Customers Needs

• Info in a Hurry

• Access to Specific Things

• Personalization

• Authority Advice

• Relevant Content

Hire great writers with great characteristics

Curiosity

Passionate Voice

Well Traversed

Make Meaning

Keep it Simple

Less is More

Short and Sweet

Fresh Insight

Results Driven

Inquisitive

Storytellers

Journalists

Researchers

Socratic

Optimizers

Knowledge Seekers

Wordsmiths

Deep Diggers

Big Picture Thinkers

Learn how and why to tell stories

Great Stories --> Solve problems

--> Teach us to be smart

--> Offer surprise and delight

--> Focus on “what happens next”

--> Introduce great characters

--> Are contagious

--> Engage readers

Sisomo by Kevin Roberts

Learn why some stories get passed on and on

Information A StoryFills You Up Moves You OnFacts ActsCiting ExcitingReams DreamsPromotional EmotionalStatic DramaticCheck lists Casts of CharactersCompiling CompellingAnnotated AnimatedFeeding the Brain Touching the HeartExpires Inspires

Create informational content that sells WITHOUT selling

Info Content

Speaking Events

White Papers

Webinars

Podcasts

Books

Online Courses

Workbooks

Press Releases

Proven methodology delivers the conversion improvemement you demand

Customer Research

• Search Box. Track what prospects are looking for and what they find.

• FAQs. Review what customers ask for and the language used.

• Customer Service Reps. Learn the FAQs and knowledge requests.

• Customers. Speak with customers and learn the wants and needs.

• Analytics. Discover the source of traffic and navigational pathways.

• Surveys. Ask for feedback on your content, navigation and methodology.

Customer Personas

Customer Personas

Style Guide

Competitive Research: Lots of Free Tools

Free Research Tools

WordVision.com

SpyFu.com

Compete.com

Quantcast.com

SEOMajestic.com

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

“The only marketing left is content marketing.” Seth Godin

Byron White, ideaLaunch

Chief Idea Officer

Twitter: @ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

Free 101 Content Marketing Tips Book DownloadVisit ideaLaunch.com