using blogs to generate and nurture demand into closed business

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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%

Email

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.


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

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


http://www.google.com/


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.


http://www.google.com/


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


The Customer Lifecycle


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


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


What Should Happen…

• Programmatic drip nurture campaign– Individualized content and cadence– Reengage inactive sales leads


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


20%

15%

10%

5%

0%

Nurture Communications Series

Response IndexCumulative

Response Rate

Population Completed All Six Nurture Communications

Add to Campaign Results


Sign Up for the Rental Furniture BulletinSign Up for the Rental Furniture Bulletin

Auto Nurture the Blog Lead


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


Nurture 2 Nurture 3

0 14



Nurture 2 Nurture 3

0 14



Nurture 3Nurture 2

0 14



Nurture 3Nurture 2

210 14

Segment & Schedule


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


Initiate, Develop, Convert Stages


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


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


Richard CunninghamVice President, Marketing

[email protected]

New whitepaper“Action Guide to Lead Management Success”

www.rightoninteractive.com

http://www.rightoninteractive.com/

Questions & Answers

• Chris Baggott• [email protected]• www.compendium.com

• Richard Cunningham• [email protected]• www.rightoninteractive.com

mailto:[email protected]

http://www.compendium.com/

mailto:[email protected]

http://www.rightoninteractive.com/

using blogs to generate and nurture demand into closed business

Technology

specific keywords

2009 compendium

interactive

interactive

content

october 2009

sales

constituent