digital marketing to nurture sales leads
TRANSCRIPT
Digital Marketing to Nurture Sales Leads
• Managing Director, Zoodikers
• PR & social media ‘guru’
• Regularly called on to commentate on social media for BBC TV and radio
• Spoken and moderated at high-profile industry events
• TEDx speaker
Katie King @katieeking
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We can’t slow down the pace of technological evolution
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Impact on marketing
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Transforming business effectiveness
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The Changing Business Landscape
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McKinsey : “Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing.”
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Drive higher sales productivity and other performance gains through digital marketing.
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Adapt to an evolving customer decision making journey
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4 stages of content marketing to drive sales
Your audiences Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
INFLUENCE THEMPR & social media tools
Customers Twitter/LinkedInOnline PRBlogNetworking
Prospects LinkedIn GroupsCase studiesSocial mediaAwards
Partners Webinars NewslettersSocial media
Influencers News storiesSocial media
Stage 1 - Plan & segment your audience
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Stage 2 - Devise a content strategy
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Which platforms are right for you/your clients?
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Stage 3 - Build your profile and differentiate
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Build an eco-system of influence
Integrate & participate via social media
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ContentRelevantEngagingFreshCreativeValue addProfileDifferentiateConsistent, constant, connected
• Video is 50 times more likely to get organic page ranks in Google than plain text results. (Source: Forrester Research)
• Video search results have a 41% higher click-through rate than plain text results. (Source: aimClear)
• You can double your search traffic by having a video thumbnail in your search result. (Source: IQ Visibility)
• People stay two minutes longer on your site if you have video. (Source: Comscore)
• Posts with videos attract three times more inbound links than plain text posts. (Source: Moz)
• 2% of Google universal searches include video. (Source: Marketingland)
Video
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Stage 4 - Nurture leads
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An integral part of the sales process is getting to know your prospects and establishing relationships
Creating engaging and compelling content covering agreed campaign themes across a range of formats is a key component in the conversion funnel.
Each piece should be designed to nurture and pull prospects along the conversion funnel – and beyond.
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The marketing funnel
Stage Content Distribution methods
Discovery • Blogs• Video• ThingLinks/Vines• Top Tips• Infographics
• Social media• SEO• PR
Realisation of needs
• E-books• Case studies• Whitepapers• How to guides• Webinars
• Email• Direct mail• Web links
Consideration • Product/service fact sheets• Pricing guides• Incentives / promotions
• Email• Telemarketing
Conversion Sales Process
Retention (Cross-sell / Up-sell)
• Newsletter• Offers & promotions• Loyalty programme
• Email• Account Management
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Lead nurture content planner
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Training sales telemarketing teams how to exploit LinkedIn for business development
Data mining
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Creating e-shots which exploit PR & act as a warm door opener for sales
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Measuring effectiveness
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Measuring the Results
As with any project it’s important to measure the results and present them to the C-Suite and other departments to prove value. To retain interest and enthusiasm Zoodikers is careful not to bombard every department with the same set of results – our consultants produce departmental reports that highlight areas that will have most resonance. For instance:
Protecting your brand and your employees
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Q&A time
