Acting on the User Journey: Content and Engagement Tactics

Transcription

1 Acting on the User Journey: Content and Engagement Tactics November 2012 Toronto Ottawa Calgary Regina New York 1

2 Acting on the User Journey: Content and Engagement Tactics Gilbane Boston

3 Today s Agenda 1. Why is this suddenly important? 2. User journey granularity how low do you go? 3. How to get started 4. Case study 5. Questions and Answers 3

4 A (very) quick introduction Randy Woods, President, NLC Co-founded NLC in 1995 Senior strategist on select client engagements Understanding evolution of internet opportunities 4

5 Why Does This Matter Now? 5

6 The Rise of Content Marketing Google Trends: User Journey 6

7 The Rise of Content Marketing Google Trends Content Marketing vs. User Journey 7

8 The Rise of Content Marketing Google Trends: Content Marketing vs. Trade Show 8

9 The Rise of Content Marketing Google Trends: Content Marketing vs. Trade Show 9

10 The Rise of Content Marketing Google Trends: Content Marketing vs. Trade Show vs. mobile internet 10

11 The Rise of Content Marketing Google Trends: Content Marketing vs. Trade Show vs. mobile internet vs social media 11

12 Content Marketing Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases. Other definitions use the term pull marketing, as opposed to traditional push marketing Altimeter Group describes it as creating and publishing media rather than renting advertising time and space 12

13 The Key Point Creating content mapped to the buyers journey is the how marketers are taking advantage of the big shift It may be the only option they have in the face of declining returns from traditional advertising 13

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15 Defining the User in the Journey 15

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17 You are not your visitors Personas: Archetypes who represent a group Useful for building personalization rules but have specific limitations

18 For most online marketing uses, personas matter only in so far as they can be discriminated from each other based on the content the visitor views 18

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20 Conceived Personas Analytic Data

21 Their Motivation Your Objective

22 Using the Customer Journey 22

23 What are you trying to accomplish? Reach new buyers Influence media Sell more to existing customers Influence influencers Attract employees Reach investors 23

24 Get a grip on your reality Your customers live in a multi-channel world - hundreds of potential points of contact with your organization You almost certainly live in a deeply silo d world. Virtually everyone is constrained in their ability to track the entire buyer journey: Billboard Mobile map TV/ radio Social / word of mouth Paid search Display advertising Direct mail Newspaper/magazine Organic search In store experience marketing Youtube channel 24

25 Simplify: Map the Buying Cycle Basic Information Gathering Detailed Information Gathering Narrowing Scope Negotiating Selecting a Contender Validating Understanding Close 25

26 Map the Buying Cycle Our HR management system is down again. There must be something better out there. How do these softwareas- a- service (Saas) products compare to the on- premises solutions? Can these three SaaS HR solutions meet our needs? What do they cost? How stable are they? Basic Information Gathering Detailed Information Gathering Narrowing Scope Now I just need to get finance involved. Oh, and IT to decommission the old system. Wow. That took longer than expected. I m glad we re finally live Negotiating Close Selecting a Contender The pricing the sales person gave me seems okay. And the special only runs until end of quarter Validating Understanding What do the analysts think of HRX-online? What do current users think? 26

27 Where Are We Weakest? Basic Information Gathering Detailed Information Gathering Narrowing Scope Close Negotiating Selecting a Contender Validating Understanding 27

28 Our Recommendation 1. Ignore most of the buyers journey 2. Focus your efforts where: 1. You are weakest; or 2. You can have the fastest impact; or 3. You can have the biggest impact 3. Don t do anything if you can t measure the effectiveness of your campaign 28

29 Selecting a Tactic Analytics Persona + Buying Cycle Stage = Motivation Content or interaction designed to move cycle forward

30 Identifying tactics: A Restaurant Accurate information in Google maps Localized SEO Develop a mobile site Menu available in mobile format youtube video interview with chef Basic Information Gathering Detailed Information Gathering Narrowing Scope Negotiating Selecting a Contender Validating Understanding Close Review sites Tripadvisor, Urbanspoon Social media mentions 30

31 Identifying tactics: B2B Software Whitepapers SEO Blog content Personalization of web site content based on keyword searched Call to action based on technical or business buyer Basic Information Gathering Detailed Information Gathering Narrowing Scope Negotiating Selecting a Contender Validating Understanding Close Sales makes qualifying call inviting prospect to download an analyst report 31

32 Knowing when you know them STAGE Restaurant B2B Basic information gathering Google map presence Whitepapers Localized SEO SEO Blog content Detailed information gathering Mobile site Personalized website content based on keyword search Narrowing scope Menu available in mobile format Personalized call to action online Youtube video of restaurant demo of the product, pricing etc. Validating their thinking Review sites (Tripadvisor for example) Call to action to download purchased Analyst report Active social media monitoring retweeting positive experiences and quoting on website Lead scoring Selecting a contender Walk into restaurant Sales makes qualifying call and offers free trial Negotiating Review menu items Sales obtains verbal commitment and engages in negotiations with CIO, CFO Close Pay their bill; tip their waitress Sales prepares contract and ensures it is completed accurately Customer delight Rates experience on review sites Agrees to act as reference Discusses experience on social media Case study 32

33 The Buying Cycle: The Implicit > Explicit Transition Basic Information Gathering Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender

34 Knowing when you know them STAGE Restaurant B2B Basic information gathering Google map presence Whitepapers Localized SEO SEO Blog content Detailed information gathering Mobile site Personalized website content based on keyword search Narrowing scope Menu available in mobile format Personalized call to action online Youtube video of restaurant demo of the product, pricing etc. Validating their thinking Review sites (Tripadvisor for example) Call to action to download purchased Analyst report Active social media monitoring retweeting positive experiences and quoting on website Lead scoring Selecting a contender Social media enter restaurant Sales makes qualifying call and offers free trial Negotiating Review menu items Sales obtains verbal commitment and engages in negotiations with CIO, CFO Close Pay their bill; tip their waitress Sales prepares contract and ensures it is completed accurately Customer delight Rates experience on review sites Agrees to act as reference Discusses experience on social media Case study Engagement Plan 34

35 Lead Scoring Model Marketing Assets Whitepaper - Why HRIS systems don t work and what you can do about it supported by paid search Blog series on HRIS success designed to attract organic traffic Website content comparing SaaS offerings with traditional software across six dimensions Call to action to register for online demo of the product Detailed product specifications Web content including Service Level Agreement Standard pricing details Call to action to download purchased Analyst report on HRIS Active social media monitoring retweeting positive experiences and quoting on website Lead Score Impact Whitepaper Download = +20 Each blog viewed = +5 Content viewed = +3 Online demo registration = +30 Content viewed = +10 SLA viewed = + 30 Pricing viewed = +20 Analyst report download = +20 Referred by tweet = +1-35

36 Identifying where a prospect is in the customer journey IP = Key Customer Score = +100 Download Whitepaper SALES READY Twitter referral Views case studies Online demo registration Score = +5 Score = +20 Score = +35 SALES Score = READY PPC response Downloads Whitepaper Views job openings Applies for job Score = +5 Score = +40 Score = -40 END 36

37 Short Case Study 37

38 NLC Online Objectives Reach new buyers Influence media Sell more to existing customers Influence influencers Attract employees Reach investors 38

39 Where Are We Weakest? Basic Information Gathering Detailed Information Gathering Narrowing Scope Close Negotiating Selecting a Contender Validating Understanding 39

40 Very Broad Lead Generation 40

41 Downloads! 41

42 Conversion rate Bonus Chart 35% 30% 25% 20% 15% 10% 5% 0% 0-31 seconds seconds seconds 60 seconds + Avg. time to complete form (time on page) 42

43 The Engagement Plan 43

44 The Engagement Plan 44

45 The Results

46 The Results 46

47 The Results It doesn t always work.. 47

48 What You Can Do Now 48

49 Four Things Begin the process of mapping buying cycle > marketing assets > weaknesses Look at the content you publish today how would you score a visitor looking at this content? Review your current marketing infrastructure with an eye to content marketing needs NLC Whitepaper: 8 Steps to Getting Started with WEM 49

50 Proven expertise in business consulting, implementation of leading software packages, systems integration, and custom development Founded in full-time specialists Privately held, profitable & stable Offices & Locations: Canada Toronto, Ottawa, Regina, Calgary, USA New York, NY Brazil Florianopolis, Brazil NLC has been a Microsoft partner for more than 5 years. We help our clients effectively deliver their technology solutions and tap into the power of technologies to generate value for their businesses. FAST, A Microsoft Subsidiary, is the leading global provider of best-in-class enterprise search technologies for the most demanding applications. Sitecore has, developed content management systems which allow companies in a simple and manageable fashion to control the content of their websites and intranets while integrating with external IT systems. AvePoint has become the world's largest enterprise-class governance and infrastructure management solutions provider for Microsoft SharePoint.

51 Strategic Services Creates practical strategic plans for all of your technology projects inside and outside the firewall. Areas of focus include: The NLC Performance Framework; Social Media Strategic Integration; Information Architecture; User Experience Design; Usability Testing; Governance Planning and Execution Websites & Digital Marketing Battle-hardened development process and methodology for complex CMS backed websites, campaigns and digital marketing deployments. Areas of focus include: Upfront Business Planning & Requirements Definition, CMS Audit & Assessment, CMS Implementation and Integration, Training and Support, E-Marketing Campaign Strategies, SEO & PPC Intranets & Business Productivity End to end build and support across the entire Microsoft stack. Areas of focus include: Corporate Portals and Intranets; Document Management; Enterprise Social Computing; Executive Dashboards and Business Scorecards; Innovation Management; and, Internet and Enterprise Search.

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