Generating New Households and Revenue through Content Marketing

Transcription

1 Generating New Households and Revenue through Content Marketing

2 Glen Senior, The Small Business Company Page 2

3 Ben Green, ANZ Bank NZ s biggest bank with nearly 40% market share; 280 branches Two clear goals 1. Number one in customer satisfaction 2. Number one in growth Content marketing helps us to achieve both these goals Page 3

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5 Why we do it Page 5

6 Why we do it Page 6

7 A day in the life; small business Make Sales & Marketing Managing Director Sell Do Operations Finance HR Admin IT Small business owners address these issues one at a time, whenever there is a crisis/need. Page 7

8 A day in the life; retail Job Credit card due Family Car repairs Hobby School fees New house Online shopping Holidays Weekly bills Everyone juggles these issues Page 8

9 Digital content allows you to have conversations with customers I can t pay my bills My credit cards are maxed out I can t afford home repayments How do I start a business? What is the lowest interest rate? Inland Revenue have left 16 messages on my phone Page 9

10 Where are you online? www Page 10

11 What do these have in common? Page 11

12 What do these have in common? $150b $50b Page 12 $400b

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16 At ANZ we wanted content to; Differentiate from the competition Engage and educate customers on product Demonstrate thought leadership Assist Search Engine Optimization AND Drive qualified traffic to our site Page 16

17 We created a content strategy 1. Business goals 2. Audience needs 3. Content strategy Page 17

18 Business goals TARGET PRODUCT INFLUENCES CALL TO ACTION New to business start ups Internal staff High growth businesses aiming to export Page 18

19 Business goals TARGET PRODUCT INFLUENCES CALL TO ACTION New to business start ups Internal staff High growth businesses aiming to export New business accounts Insurance/cross sell Credit cards Foreign exchange Business loans Page 19

20 Business goals TARGET PRODUCT INFLUENCES CALL TO ACTION New to business start ups Internal staff High growth businesses aiming to export New business accounts Insurance/cross sell Credit cards Foreign exchange Business loans Stakeholders Marketing timeline Existing content IT team Page 20

21 Business goals TARGET PRODUCT INFLUENCES CALL TO ACTION New to business start ups Internal staff High growth businesses aiming to export New business accounts Insurance/cross sell Credit cards Foreign exchange Business loans Stakeholders Marketing timeline Existing content IT team Site traffic Content downloads Gain referrals $$ increase in revenue E-newsletter sign up In branch visits Social media activity Customer satisfaction Page 21

22 Audience needs/pain points Re-inventing/new opportunities Dealing with competition Exporting IP Exporting Sources of capital Equity investment Sustainability Should I do it Can I do it Proof of concept Dreaming Experimenting Building systems Building capacity Distribution channels Management structure Employing staff Health and safety Consumer laws Financial feasibility Awareness/marketing Building credibility Company structure Tax Business planning Fail Fail Re-inventing Hanging on Redundancy Director responsibilities Sell Succession Closing down Tax/exiting Fail Pre-start Start up Awareness Growth Capacity Maturity ROI Expanding Innovation Decline Survival Page 22

23 Content strategy BUILD A CURRICULUM EDITORIAL STRATEGY CONTENT CHANNEL ON-GOING TASKS Business goal topics Audience goal topics Content types matrix Voice/style guide Sign off process Calendar of delivery Gatekeeper Keywords/SEO.com website Social media Syndication Manager training Offline Mobile Strategy review Maintenance Fresh new content Monthly reporting Customer feedback Bank feedback Events E-newsletter Page 23

24 Review content strategy 1. Business goals 2. Audience needs 3. Content strategy Page 24

25 Developed a microsite Page 25

26 Topics based on a curriculum Page 26

27 Animated video to engage Page 27

28 Embedded templates and tools Page 28

29 Direct calls to contact Page 29

30 Interactive calculators Page 30

31 Direct calls to approval Page 31

32 Tools based on customer needs Page 32

33 Online applications Page 33

34 Social media to promote and create awareness Social media Page 34

35 Integrated across marketing Above The Line advertising Page 35

36 Used the existing database enewsletter Page 36

37 Included frontline sales conversations with their customers Printed infographics Page 37

38 Built content knowledge into staff incentive schemes Training is incentivised Within six months Learning Activities Attend BB Induction Attend the Understanding Small Business session including DVD - to be developed by Marketing Attend Customer Satisfaction Tools Webinar Read Solution Guides Requirement Once Once Once 2 per week (2 pts each) Points (per event) Customer meeting at their premises 3 Attend Business after 5/BNI 5 Attend external industry/business conference or event 5 Attend IRD workshops (TBC) Per unique topic 5 Attend a Customer Workshop Per unique topic 10 Attend Economics seminar 10 External study in a business discipline Per completed paper 60 Become a business mentor Per business 60 Involved in running your own small business 60 REQUIRED CPD POINTS PER ANNUM Page 38

39 Ran events with local partners Government competitions Page 39

40 Ran competitions to generate leads Page 40

41 To conclude; ANZ continues to invest because there is irrefutable evidence it generates revenue Page 41

42 Achieved by both increasing visitors and sharpening the lead conversion process Enhanced our Online Store experience Listened to visitor and staff feedback Connected each piece of content is to the correct conversion outcome Continually reviewed, analysed and updated content Page 42

43 Objectives Be New Zealand s Best Business Bank #1 in customer satisfaction #1 in customer growth How does content marketing support this strategy? Increases brand consideration by demonstrating expertise Provides tools and support for our frontline Increases customer satisfaction Competitive point of difference Page 43

44 3 takeaways Page 44

45 Bank wide acceptance Learning Activities Attend BB Induction Attend the Understanding Small Business session including DVD - to be developed by Marketing Attend Customer Satisfaction Tools Webinar Read Solution Guides Page 45 Customer meeting at their premises Attend Business after 5/BNI Attend external industry/business

46 Audience needs/pain points Re-inventing/new opportunities Dealing with competition Exporting IP Exporting Sources of capital Equity investment Sustainability Should I do it Can I do it Proof of concept Dreaming Experimenting Building systems Building capacity Distribution channels Management structure Employing staff Health and safety Consumer laws Financial feasibility Awareness/marketing Building credibility Company structure Tax Business planning Fail Fail Re-inventing Hanging on Redundancy Director responsibilities Sell Succession Closing down Tax/exiting Fail Pre-start Start up Awareness Growth Capacity Maturity ROI Expanding Innovation Decline Survival Page 46

47 2 challenges/predictions for 2015 Page 47

48 Measurable call to action Page 48

49 Key takeaways 1. All organizations that are seeking to engage customers (small business or retail) will need to be part of the internet minute. Review what you are doing and providing your customers so they can find you online, as that is where they are spending most of their time. 2. A content marketing initiative cannot survive on it s own. Leaving content on your website without refreshing and maintaining will not work. You need to also have a campaign of promoting the content across your business, including staff, events, edm and traditional media. 3. At all times you need to think from the customer journey point of view. What is their problem, what is their pain point, and how will your content solve that piece of the puzzle. Page 49

50 2015 predictions PREDICTIONS 2015 predictions from Glen Senior: Content will become even more focused Gone are the days of having a library of content online or hundreds of discussions on one topic. Customers are time poor and want the best information fast. If they want to chat and talk then they will do it either face to face with a human, or use Facebook. Communities will gravitate to existing platforms Users will move away from organization specific community platforms and use their daily providers such as Facebook and Instagram. If you don t measure, you will lose the budget Content marketing has had it s day of being new. Now CEO s, CFO s and CMO s want to see a tangible return on their spend, or they will drop it. Page 50

51 2015 predictions PREDICTIONS 2015 predictions from Ben Green: Traditional marketers will discover they re being left behind Marketers currently resistant to embracing or understanding content marketing will discover they are quickly being left behind. Content partnerships increase, ad spend decreases Brands will spend an increasing amount on content partnerships with publishers, and less on pure ad spend. Greater emphasis on translation of content Brands targeting international markets need to ensure they consider translating content into key languages. Page 51

52 Thanks!! Ben Green ANZ Bank Glen Senior The Small Business Company Ltd Page 52