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Using Blogs to Generate and Nurture Demand into Closed Business
featuring
Chris BaggottCEO/CoFounder Compendium Blogware
Richard CunninghamVP of MarketingRight On Interactive
+
Who benefits most from Information?
Source: Pew Internet & American Life Project *Not online
As Much As 80% of all web interactions begin with search
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sear
ch
Audio/
Video
Insta
nt M
essa
ge
Text
Mes
sage
*
Socia
l
Networ
king
43% Increase
Website SEO PPC Campaigns
0
1,000’s
Keyword Phrases Targeted
Search Strategies
“…the overwhelming dominance of search engines is facing little, if any, threat from social networks.” eMarketer October 2009
Almost All Blog Traffic Looks Like This:
“Organic Search Traffic is the most critical metric I track.”Kelly Feller Social Media Manager - Intel
© 2009 Compendium Blogware, All Rights Reserved
Winning Search:
Targeted messages delivered around specific keywords.
© 2009 Compendium Blogware, All Rights Reserved
Create multiple web pages, each titled with specific keywords and/or phrases, populated with relevant (human) content.
What About The Others?
Identified 5,000 terms
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
Indianapolis Bariatric Bypass 1Indianapolis Bariatric Clinic 1Indianapolis Bariatric Diet 1Indianapolis Bariatric Doctors 1Indianapolis Bariatric Eating 1Indianapolis Bariatric Hospital 1Indianapolis Bariatric Physicians 1Indianapolis Bariatric Weight Loss 1Indianapolis Bariatrics 1Indianapolis Diabetes Obesity 1Indianapolis Diet Center 1Indianapolis Effective Weight Loss 1Indianapolis Fat Loss 1Indianapolis Gastric Band 1Indianapolis Gastric Bypass Before And After 1Indianapolis Gastric Bypass Diet 1Indianapolis Gastric Sleeve 1Indianapolis Gastric Surgery 1Indianapolis How To Lose Weight 1Indianapolis Lose Weight 1Indianapolis Losing Weight 1Indianapolis Morbid Obesity 1Indianapolis Obesity Health 1Indianapolis Obesity Help 1Indianapolis Obesity Statistics 1Indianapolis Obesity Surgery 1Indianapolis Stomach Bypass 1Indianapolis Stomach Surgery 1Indianapolis Surgical Weight Loss 1Indianapolis Weight Doctors 1Indianapolis Weight Dr 1Indianapolis Weight Loss Plans 1Indianapolis Weight Loss Program 1Indianapolis Weight Loss Stories 1
Indianapolis Weight Loss Surgery 1Indianapolis Weight Surgery 1Indiana Bariatrics Patients 2Indianapolis Bariatric Treatment 2Indianapolis Causes Of Obesity 2Indianapolis Gastric Bypass 2Indianapolis Gastric Bypass Complications 2Indianapolis Obesity Causes 2Indianapolis Post Gastric Bypass 2Indianapolis Weight Control 2Indianapolis Weight Management 2Indiana Bariatric Doctors 3Indiana Gastric Bypass 3Indianapolis Bariatric Centers 3Indianapolis Bariatric Surgery 3Indianapolis Gastric Band Surgery 3Indianapolis Weight Loss Clinic 3Indianapolis Weight Loss Doctors 3Indianapolis Weight Loss Help 3Indiana Bariatric 4Indiana Bariatric Surgeons 4Indianapolis Gastric Bypass Cost 4Indianapolis Gastric Bypass Surgery 4After Gastric Bypass Indianapolis 5Indiana Bariatric Centers 5Indiana Weight Loss Doctors 5Indianapolis Bariatric Surgeons 5Indiana Weight Loss 8Obesity Medical Problems 8
Keywords"Think about what people are going to type...and talk about that"
Matt Cutts: Google
3,000,000 Searches/ 200 Terms
250 Blogs….48 In Top 10
In Three Weeks
Solicit Content
User Generated Content
Over 450 Clients Nationwide
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
Cvent :The largest US based web survey and event management organization.
Blogging since September 2008.
433% ROI as of October 2009.
399% Lift in click rate since July due to continuous testing.
500% Increase in keyword reach compared to paid search activity.
Three program expansions to-date.
Results
• 45% Unique Visitors Actually sign up
• 80% Become customers or are in the sales process.
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
GK Elite :GK Elite Sportswear is the most recognized manufacturer of gymnastics apparel in the world.
Blogging since December 2008.
976% ROI as of October 2009.
39% lift in sales, 30% traced directly back to blogs.
Recently tripled program size due to success.
Takeaways for Common Success
1. Blogging Strategy Built for Search2. Thorough Keyword Analysis3. Consistent Content Creation4. Strong Calls to Action5. Metrics and Analytics
Who We Are
Customer Lifecycle Marketing Platform– Multi-touch, multi-channel Communications – Headquarters in Indianapolis, IN– Over 300 active customers– Increase new sales, retention, and customer
lifetime value
04/07/23 © 2009 Right On Interactive 40
5Buckets On-demand Software
Lifecycle Communications• Connect disparate data
sources with marketing communication technologies
• Segment, schedule, trigger outbound communications and tasks
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The Customer Lifecycle
04/07/23 © 2009 Right On Interactive 42
1. Initiate – A constituent is identified or initially engages with the company.2. Develop – Based on their behavior, etc., out-bound communications continue to engage the
constituent.3. Convert – The constituent moves into an active buying cycle.4. Adopt – The new customer begins to use or consume the product or service.5. Value – The customer gains tangible value through the product or service.6. Advocate – The customer actively promotes the company and products to friends and
colleagues.
Lifecycle Map™
04/07/23 Right On Interactive 43
Blog to Lead Conversion
04/07/23 Right On Interactive 44
Sign Up for the Rental Furniture BulletinSign Up for the Rental Furniture Bulletin
What Often Happens…
• Qualified – Transfer to Sales– Marketing communications cease during sales
cycle– Inactive sales leads remain out of communication
loop• Unable to Qualify – Add to newsletter list
– Everyone receives the same content– Everyone is on the same monthly/quarterly
cadence
04/07/23 Right On Interactive 45
What Should Happen…
• Programmatic drip nurture campaign– Individualized content and cadence– Reengage inactive sales leads
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0Week 1 2 3 4 5 6 7 8 9 10 11 12 13
10 2 3 4 5 6
3 4 5 6
4 5 6
5 6
6
Quadruple Buyer Engagement
04/07/23 Right On Interactive 47
20%
15%
10%
5%
0%
Nurture Communications Series
Response IndexCumulative
Response Rate
Population Completed All Six Nurture Communications
Add to Campaign Results
04/07/23 Right On Interactive 48
Sign Up for the Rental Furniture BulletinSign Up for the Rental Furniture Bulletin
Auto Nurture the Blog Lead
04/07/23 Right On Interactive 49
Nurture1
Sales
Follow-up Email Nurture 2 Nurture 3 Nurture 4 Nurture 5 Nurture 6
Week 0 Week 1 Week 2 Week 4 Week 7 Week 11 Week 15
Send higher quality leads to the sales teamCultivate future potential salesReclaim and recycle inactive sales leads
Full Name Sum of EngagementScore
Shows engaged contacts and leads
Engagement________________________________
John Smith 13Brian Vessel 12Pat O’Toole 12Jim Colts 10Jamie Thompson 9Maria Burke 9Tom Gearhart 9Kelly Baker 6
Communication Frequency Control
04/07/23 Right On Interactive 50
Nurture 2 Nurture 3
0 14
Communication Frequency Control
04/07/23 Right On Interactive 51
Nurture 2 Nurture 3
0 14
Communication Frequency Control
04/07/23 Right On Interactive 52
Nurture 2 Nurture 3
0 14
Communication Frequency Control
04/07/23 Right On Interactive 53
Nurture 3Nurture 2
0 14
Communication Frequency Control
04/07/23 Right On Interactive 54
Nurture 3Nurture 2
210 14
Segment & Schedule
04/07/23 Right On Interactive 55
Automated Lead Nurturing
• Drive More Revenue– Increase engagement up to 400% or more!– Convert higher quality sales opportunities
• Accomplish More with Available Resources– Eliminate manual list and campaign management– Improve personalization, relevance, and cadence
• Align Sales & Marketing– Smooth lead management process– Reclaim, recycle inactive sales leads
04/07/23 Right On Interactive 56
Initiate, Develop, Convert Stages
04/07/23 Right On Interactive 57
Web Inquiry
Task to Lead Team
Personal Consultation
Not Ready for Consultation
Yes Decision
PC-Nurture 1 PC-Nurture 2
NC-Incubate1 NC-Incubate 2
Informational articles address common fears and objections
Newsletter series on nutrition, exercise, and inspirational successes
Task to Lead Team
Personal Consultation
Fax Forms Voice Reminder
Forms, instructions, day-before confirmation
Adopt Stage
04/07/23 Right On Interactive 58
Content Quest is a sophisticated customer communications program that would be impossible to
execute without the automation that 5Buckets is providing.”
“Since implementing Content Quest:Customers reach critical mass in record time41.5 % average weekly improvement in posts per week compared to all customers
Initial Account Set-
up
Task to Client
Success Team
1 2 3 4 Task Call
5 6 7 8 Task Call
1-3 4-6 7-9 10-12
11-13 14-16 17-19 20-22
Administrator
Bloggers
04/07/23 © 2009 Right On Interactive 59
Richard CunninghamVice President, Marketing
New whitepaper“Action Guide to Lead Management Success”
www.rightoninteractive.com
Questions & Answers
• Chris Baggott• [email protected]• www.compendium.com
• Richard Cunningham• [email protected]• www.rightoninteractive.com