Lead Nurturing: Constant Content

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Examining content marketing and lead nurturing in the addiction treatment and behavioral healthcare market

Text of Lead Nurturing: Constant Content

  • 1. Constant Content: Lead Nurturing Presented by Doug Edwards, Publisher Addiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, California September 23, 2013 1

2. FOR TODAYS TWEETERS 2#NCADcon #NCADcon @douglasjedwards @prospectorpete1 3. DOUG EDWARDS, MBA 3#NCADcon Publisher Addiction Professional and Behavioral Healthcare Sales Director National Conference on Addiction Disorders Behavioral Healthcare Leadership Summit Addiction Professional Panel Series Content Developer http://betheblueballoon.blogspot.com/ 4. TODAYS AGENDA 4 Who creates content? What is content marketing? What is lead nurturing? How do the two work together? Who should you target? Where are we going? #NCADcon 5. 5 WHO CREATES CONTENT? 6. WE ALL CREATE CONTENT 6 1992, Doug in the eighth grade #NCADcon 7. SHARING TEXT AND IMAGES 7#NCADcon Early 1990s, Dougs first infographic 8. SOMETIMES OPINIONATED 8#NCADcon 1996, Doug in high school, aiming to change the world 9. SOMETIMES SCHOLARLY 9#NCADcon 2000, Doug earning his BA 10. SOMETIMES SHOCKING 10#NCADcon 2003, Doug, award-winning journalist 11. SOMETIMES BRIEF 11 2013 #NCADcon 12. CONTENT EXPLOSION 12 Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png #NCADcon 13. 13 WHAT IS CONTENT MARKETING? 14. TODAYS DILEMMA 14 Producing content BUT: Reliance on e-newsletters/e-blasts No content strategy No connection to lead nurturing No audience segregation Not having enough to feed the funnel #NCADcon 15. WHAT IS CONTENT MARKETING? 15 Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Content Marketing Institute Source: http://contentmarketinginstitute.com/what-is-content-marketing #NCADcon 16. CHARACTERISTICS OF CM 16 Ongoing Engaging Vendor neutral Story based Relevant Essential: must-read or must-watch Time sensitive Dynamic #NCADcon 17. MANY TYPES OF CM 17#NCADcon 18. WEBINAR ON CONTENT MARKETING 18 http://tinyurl.com/addictioncontentmarketing #NCADcon 19. 19 WHAT IS LEAD NURTURING? 20. FIRST, WHAT IS LEAD GENERATION? 20#NCADcon Generating interest in product or service Gathering contact information and initial interests First step in lead nurturing process 21. LEAD GENSTARTING THE DIALOGUE 21 But leads are rarely immediately ready to refer or purchase #NCADcon 22. WHAT IS LEAD NURTURING? 22 The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 23. LEAD NURTURING CHARACTERISTICS 23 Ongoing Engaging Relevant Targeted Progressive Client-centered Patient #NCADcon 24. LEAD NURTURING IS: 24 Creating targeted campaigns Guiding prospects to a purchase/ referral/etc. and staying in touch Respectful of the prospects stage in the buying/referring process #NCADcon 25. LEAD NURTURING IS NOT: 25 Sending an occasional e-newsletter E-blasting an entire database Calling prospects every few weeks Failing to understand clients decision- making process Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 26. HOW TO TELL THE DIFFERENCE? 26 Ask yourself if the information youre providing will be useful to them even if they never buy from you. The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 27. WHATS IMPORTANT IN LN? 27 Building trust Obtaining permission Establishing credibility Feeding the funnel Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 28. BUILDING TRUST 28 Unless you are a well known company like IBM, the best way to build credibility and trust is by sharing useful information. The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 29. OBTAINING PERMISSION 29#NCADcon Adhere to anti-spam laws Aim for opt-in communications Ask prospects what they want to know about 30. ESTABLISHING CREDIBILITY 30#NCADcon 31. FEEDING THE FUNNEL 31#NCADcon 32. CONTENT CURATION 32#NCADcon 33. WHY REINVENT THE WHEEL? 33 A nurture interaction doesnt need to be about a whitepaper. It doesnt need to be a detailed blog post. In fact, it doesnt even [need] to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote. Jon Miller of Marketo Source: http://blog.marketo.com/blog/2013/05/content-curation-for-lead-nurturing.html #NCADcon 34. SHARING DOESNT MEAN STEALING 34#NCADcon 35. WHO ARE CONTENT EXPERTS? 35 You! Your staff Your alumni Your customers/referral sources Consultants Content producers in the field #NCADcon 36. 36 HOW DO LEAD NURTURING AND CONTENT MARKETING WORK 37. MANUAL OR AUTOMATIC? 37#NCADcon 38. LEAD SCORING MANUALLY 38 Complicated back-end systems will make all this easier, but are not necessary for getting started and sticking with it, as long as the people involved in executing the lead conversion plan internalize the system and use it aggressively to fully nurture every promising lead you acquire. Kern Lewis, Forbes.com Source: http://www.forbes.com/sites/kernlewis/2012/03/21/the-twelve-step-program-for-lead-nurturing/ #NCADcon 39. MARKETING AUTOMATION TOOLS 39#NCADcon Evaero 40. LEAD NURTURING SIMPLIFIED 40#NCADcon 41. EXAMPLE: MEET MOLLY MARKETER 41#NCADcon 42. MOLLY MEETS RITA, SALLY, & DON 42 Miss Rita Mrs. Sally Mr. Don #NCADcon 43. THESE ARE ALSO PERSONAS 43 Miss Rita Frequent referrer Attends many conferences Hard to pin down; frequently on the go Mrs. Sally Infrequent referrerworks in a public setting Known as a show floor shopper Focus on CE credits Mr. Don Occasional referral source Needs a lot of information before making a referral Hungry for new information and treatment techniques #NCADcon 44. MOLLY SENDS CONTENT POST-SHOW 44 It was great meeting you at NCAD. I thought you would enjoy this brief video on demonstrating successful outcomes with clients with co-occurring eating disorders and heroin addiction. #NCADcon 45. MOLLYS PROSPECTS REACT 45 It was great meeting you at NCAD. I thought you would enjoy this brief video on demonstrating successful outcomes with clients with co-occurring eating disorders and heroin addiction. CLICKS ON VIDEO LINK DOESNT OPEN E-MAIL #NCADcon 46. MOLLY TARGETS 46 Our presenter at NCAD is having a follow-up Webinar on gender issues in treating patients with co-occurring eating disorders and heroin addiction. #NCADcon 47. MOLLY TARGETS 47 Our presenter at NCAD is having a follow-up Webinar on gender issues in treating patients with co-occurring eating disorders and heroin addiction. ATTENDS WEBINAR DOESNT REGISTER #NCADcon 48. MOLLY RE-TARGETS 48 Our Clinical Director will be in your area for a lunchnlearn. Can you join us for an educational presentation? #NCADcon 49. MOLLY RE-TARGETS 49 Our Clinical Director will be in your area for a lunchnlearn. Can you join us for an educational presentation? ATTENDS DOESNT ATTEND #NCADcon 50. MOLLY CONTINUES CM & LN 50 WEBINARS VIDEOS #NCADcon 51. MOLLY CONTINUES CM & LN 51 WEBINARS VIDEOS WHITE PAPERS PRESENTATIONS #NCADcon 52. MOLLY CONTINUES CM & LN 52 WEBINARS VIDEOS WHITE PAPERS PRESENTATIONS E-NEWSLETTER LUNCHNLEARNS BLOGS #NCADcon 53. MOLLY RECEIVES REFERRAL 53#NCADcon Your center clearly has expertise in treating patients with eating disorders and heroin addiction. 54. MOLLY DILIGENT ABOUT CRM 54 Don 88 Anyway Dr. Anaheim, CA 99999 don@dondon.com 222-867-5309 #NCADcon 55. STEADY BUT NOT OVERWHELMING 55 Content once a monthtoo cold #NCADcon 56. STEADY BUT NOT OVERWHELMING 56 Content once a weektoo hot Content once a monthtoo cold #NCADcon 57. STEADY BUT NOT OVERWHELMING 57 Content once every two to three weeksjust right Content once a weektoo hot Content once a monthtoo cold (Depending on stage) #NCADcon 58. 58 WHO SHOULD YOU TARGET? 59. KNOW THY AUDIENCE EXECUTIVES ALUMNI CLINICIANS FAMILY AND FRIENDS PHYSICIANS 59 SOBER PRIDE #NCADcon 60. CONTACTS CONTENT NEEDS CHANGE FAMILY MEMBER 60 #NCAD #NCADcon 61. CONTACTS CONTENT NEEDS CHANGE ALUMNA FAMILY MEMBER 61 SOBER PRIDE #NCADcon 62. CONTACTS CONTENT NEEDS CHANGE PHYSICIAN ALUMNA FAMILY MEMBER 62 SOBER PRIDE #NCADcon 63. CONTACTS CONTENT NEEDS CHANGE CLINICIAN ALUMNA FAMILY MEMBER 63 SOBER PRIDE #NCADcon 64. TARGET BASED ON STAGE & INTEREST 64 People have different content wants and needs Not everyone is at the same stage in the decision-making process Interest level will change over time Keep in mind pain points #NCADcon 65. 65 WHERE ARE WE GOING? 66. CONTENT MARKET ORDISAPPEAR 66#NCADcon 67. NURTURE LEADS OR BE FORGOTTEN 67#NCADcon 68. MORE AUTOMATION 68 Lead scoring More technological solutions More in-depth knowledge of referral sources/customers behaviors & interests #NCADcon 69. CONTENT REMAINS KING 69 #NCAD #NCADcon 70. KEY TAKEAWAY 70 [N]urtured prospects buy more, require less discounting, and have shorter sales cycles than prospects that were not nurtured. The Definitive Guide to Lead Nurturing by Marketo Source: http://www.marketo.com/definitive-guides/lead-nurturing/ #NCADcon 71. NO LEADER OF LEAD NURTURING 71#NCADcon Everybody can do it! 72. ONE STEP AT A TIME 72 LN & CM takes time Enjoy content creation Doesnt happen overnight Start small You are a field expert! #NCADcon 73. GOLDEN OPPORTUNITY 73#NCADcon 74. IM HERE TO HELP 74 #NCAD #NCADcon 75. QUESTIONS? 75 http://betheblueballoon.blogspot.com/ @douglasjedwards | doug@addictionpro.com | 216-373-1201 #NCADcon