Content Marketing to Attract Customers

The Fundamentals

of Digital Marketing

Content Marketing to Attract Customers

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual

Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

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Welcome!


meet your presenters.

Tina Stock | YP | Executive Director, Marketing

tinastock.com@tinadstock.

About YP

• YP is North America’s largest local search, media andadvertising company

• Our mission is to help local businesses and communities grow

• We generate 40 billion annual impressions on the YP Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers


Kim Albee

meet your presenters.

• President and founder of Genoo and our

professional services “agency” called

ContentZap.

• We offer online marketing tools and marketing

automation to small and midsize businesses.

www.genoo.com

• We work with businesses to supercharge their

online marketing and build/augment their

marketing teams. www.contentzap.com

@kimalbee@GenooMarketing

/in/kimalbee

Get Online: Use Content

To Attract Customers

Kim Albee

President

Genoo

Today’s Agenda

1. Overview: The Basic Flow of Online Attraction

2. The Lead Generation Formula

3. The kind of content you will need

4. Eliminate the headaches of generating leads

5. The importance of follow-up (and how to do it to

save time & get better results)

6. Real-world examples

The Basic Flow of Online Attraction

Your Blog

YourWebsite

Landing Page

The visitor finds something they like/need, and “opt-in” to receive it.

LeadDatabase

The Lead Generation Formula

Lead Generation is Easy …It follows a Formula

The Lead Generation Formula

L = (A x P) + (O x (I x E x C) )+ F2R

Let’s take it one step at a time…

Leads (L) are a product of

Your Target Audience (A) & the

Problems (P) that your

products & services resolve.

L = (A x P)

How you get their attention…

Is with an Offer (O). Something that

they perceive as valuable enough to

give you their email address. This is

also called a “lead magnet” and/or a

“call-to-action” (CTA).

(O x (I x E x C) )2R

How they evaluate your offer…

• Does it Interest them (I)?

• Is it Easy to access (E)?

• Are you Credible? Do they trust you? (C)

• Then weighed against how much Risk they perceive in accepting your offer (R).

(O x (I x E x C) )2R

Lead Gen Follows a Formula, BUT…

To be effective, you must add:

• Experience

• Creativity

• Insights

• Mindset

Let’s explore the Content You Need…

Your Blog

YourWebsite

Landing Page

It’s a progression and with the right set of tools (like Genoo), it can be automated, which is really the only way to manage the flow well.

Thank You

Page

Fulfillment email

There are three “flavors” of content…

1. Content that focuses on gain, pleasure, or aspirations

What does your specific target audiencemost want & desire?

Do they have aspirations that you can tapinto (professional prestige? Accomplishments?)

If life were good, how would it look?


2. Content that lays out a logical argument or perspective

Highlight the Pros & Cons.

Show them the Return on Investment of yoursolution over competitors.

Provide a checklist that will have them see thebenefits of your product/service in a way that makes sense.

Give them “proof” of success through customerCase studies, reviews, or testimonials.


3. Content that highlights fear or pain that your audience is, or could be, experiencing.

Empathize with them about a specific pain they areexperiencing given their situation, tell a story theycan relate to.

Illustrate how bad it can get if they don’t take action soon.

Provide a Success/Failure set of case studies of whoSucceeded because they took action and someoneWho failed because they didn’t.

Which “flavor” is most effective at inspiring action?

Gain/Pleasure/Aspiration? Logic / Reason? Fear / Pain?



Appealing to gain, pleasure, or aspirations comes in at #2.



Fear and Pain cause action the majority of the time.



Then we quickly follow with the logic to support our choice.

All are valuble and must be considered in your content strategy if you want to maximize your results.



Content Done Well

• Connects on an emotional level

• Is appropriate given where the lead is in

their buying process

• Guides the lead in their buying journey

• Asks them to take action along the way

Results in more customers!

Builds Authority, Relationship & Trust

Match Content to their Buying Stage

Don’t just educate. GUIDE. Marry your goals with their

needs, issues, challenges, or aspirations.

Design & Assemble Content Pathways that gives leads

what they “want” and delivers on your end game.

Match Content to their Buying Stage

Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.

Buying Stages >>

Conversations

EARLY INVESTIGATION OPINION DECISION

Benefits High LevelProblem IDIllumine PainCreate Hope

Confirm problemAnd/or opportunity

Personalize benefits Specifics of purchaseImplementationPersonal benefit

Questions High Level Q’s Specifics about opportunity

Specifics about vendors Soecifics about their vendor

Emotions Are you pushy?Just looking…

Learning, curious, in control

Want adviceBeg. Of trustFear bad decision

CommitmentWhat can go wrong?reassurance

Stay-In-Touch Free info / edIndustry infoProblem intro

High level assessmentsWebinarsSeminarsCalculators

ConsultationsProposalsComplimentaryassessments

Low cost starter projectsSpecial offersNew products

http://bit.ly/content-pathways

Creating Your Offer / Lead Magnet…

1. Identify the target audience you want to attract.

2. Write down their top 3 issues and challenges that your product/service/solution solves.

3. What are the top 3 questions

they really want the answers

to?

Ideas for Lead Magnet/CTA Content

Cheat Sheet

Assessment

Checklist

Whitepaper

Webinar

Video

Case Study

Quick Start Guide

Report

eBook

Ideally, you want it to be really good – some of your BEST content. The shorter and more to the point the better. People should be able to consume in 10 minutes or less.

Build the corresponding call-to-action(CTA)

This is the headline that gets attention and action…

• It invokes curiosity.

• Or it pokes at a pain… with the hint of relief.

• It can provide hope.

• Or motivate desire to achieve…

Clicking through

…is the path they want to take.

The last element of the Lead Gen Formula

L = (A x P) + (O x (I x E x C) )+ F2R

Frequency (F) is the number of

times your lead sees the offer

before they take action.

Where to use your Call-To-Action?

• On Your Blog Posts

• In Your Directory Profiles

• On Your Website

• With Facebook/Google Ads

• Retargeting

Start with one Offer/CTA, and then add a new one every month or every quarter, and build a “CTA Library”

Example on a blog post:

Call-To-Action “Col B”

Download Form

Example on a blog post:

Call-To-Action “Col B”

Download Form

Also position CTA at bottom of blog

Call-To-Action “Col A”

Download Form

Also position CTA at bottom of blog

Call-To-Action “Col A”

Download Form

The click takes them to a landing page…

The click takes them to a landing page…

Submitting the Form takes them to a

Thank You page…

And an Email is sent automatically with a

link to download the Offer…

Using Facebook for Traffic

Facebook Page Post Blog Post

With Calls-to-Action

This is measurable Traffic, and I can see conversion effectiveness.

Are you guiding Traffic that Lands On your Website Home page?

1 2 3

Visitors coming to the site – new to HSD, Will click on: 1. What? 2. So What? and 3. Now What?

Engaging with these questions is at the heart of HSD’s “Adaptive Action” philosophy.

There is a 4th call-to-action on the home page:

“Live It… a call to action about HSD’s upcoming Conference.

4

What? page

Tabs continue the initial flow:1. What?2. So What?3. Now What?

Primary CTA: Questions… “Download Your First Tool”

Secondary CTA: Goldilocks Equation.

Getting a lead is just the beginning…

• You must follow-up with them!

• Consider this:

– 70% of leads are never followed up with.

– 2% of sales close on the first contact.

– 3% close on the second contact

– 4% close on the third contact

– 10% close on the fourth contact

– 81% of sales that close, do so on or after the 5th

contact!

Only 10% of businesses actually follow through to the fifth contact point and beyond, leaving 81% of their potential sales to their competitors!

How to Follow Up – Get Started!

Lead Nurture Sequence

The Big Picture

OfferLanding

Page

LeadCapture

Form

Lead Database

Email with

Download

Trigger Into

Nurturing

• Lead responds to offer• Completes Lead Capture form• Auto-sent email with download• Auto-Triggered into assoc. Nurturing

Sequence A

#1

Re-cast Points from Content Piece

with links to relevant blog articles

Re-frame

Aspects

Free Consult

…

A

B

#2 #3 #4 #5 #6 #7 #8 #9 #10

Welcome

+

Benefits

#1 #2 #3 #4 #5 #6

C

The Nurturing Sequence Matrix

Move The Needle

Move The Needle

1. Identify the target audience you want to attract.

2. Write down their top 3 issues and challenges that your product/service/solution solves.

3. What are the top 3 questions

they really want the answers

to?

Creating Your Offer / Lead Magnet…

Move The Needle

This is the headline that gets attention and action…

• It invokes curiosity.

• Or it pokes at a pain… with the hint of relief.

• It can provide hope.

• Or motivate desire to achieve…

Clicking through

…is the path they want to take.

Build the corresponding call-to-action(CTA)

Know your audience persona. Go To http://bit.ly/persona-blog to get a sense of personas and download a worksheet.

Use it to develop your offer / lead magnet.Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.

Experiment with the “flavors” of content and test what works best with your audience.

Calls-to-action (CTAs) are missing from MOST marketing… make them mandatory! Become an authority by guiding your leads.

Need help with your content strategy or calls-to-action? Check out http://contentzap.com

Automate with marketing technology and make sure you follow up with your leads based upon what they’re interested in. Push those most interested to your Sales team for direct contact..

Check out http://www.genoo.com - we are built for SMB marketing automation.

Complete the OMI Digital Marketing Certification Curriculum.

Go to http://bit.ly/digital-marketing-certification to view the curriculum and sign up!

• Key Takeaways

http://bit.ly/persona-blog

http://bit.ly/content-pathways

http://contentzap.com

http://www.genoo.com

http://bit.ly/digital-marketing-certification

Please feel free to email your questions to [email protected].

If you’d like to have a conversation about your digital strategy and how you can create one to deliver the results you need, we’d love to talk with you.

If you’d like comprehensive marketing tools with comprehensive metrics and capabilities, consider Genoo.

Thank You!

@kimalbee@GenooMarketing

/in/kimalbee

mailto:[email protected]


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© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.

All other marks contained herein are the property of their respective owners.

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November 19, 11:00 am PT

Lead Generation Tactics:SEM Best Practices

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Content Marketing to Attract Customers