why every tpa website needs real-life client success stories · 5/26/2016 · 5/25/2016 1 why...
TRANSCRIPT
5/25/2016
1
Why Every TPA Website Needs Real-Life Client
Success Stories
SPBA Webinar SeriesMay 26, 2016
Presented by:
Presenter: Brenda L. TimmVP of Strategic Communication & Online Services
Co-Host: Cameron WengrzynMarketing & Event Coordinator, Mile Productions
Willems Marketing & Events
Why Every TPA Website Needs Real-Live Client Success Stories –
Purchase Research Begins
Online
• Online search is the #1 resource for research
• Approx. 90% use internet search to research companies
• 71% begin with generic (vs. branded)
Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
The B2B Marketplace is Changing
Why Every TPA Website Needs Real-Live Client Success Stories –
Content is King
• On average, B2B researchers do 12 searches prior to engaging on a specific brand’s site.
• Consumer engages with 11.4 pieces of content prior to making a purchase. (Forrester)
Sources: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
http://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-journey/#135bc9972c4d
The B2B Marketplace is Changing
5/25/2016
2
Why Every TPA Website Needs Real-Live Client Success Stories –
People Relate to People
“92% of consumers trust recommendations from other
people—even if they don’t know them personally—over
promotional content that comes directly from brands.” (Nielsen)
Source: https://insightpool.com/top-20-word-of-mouth-marketing-stats/
The Value of Sharing Case Studies with Readers
Why Every TPA Website Needs Real-Live Client Success Stories –
Case Studies Serve as “Reviews”
“Online reviews impact 67.7% of respondents' purchasing
decisions. More than half of the respondents (54.7%) admitted
that online reviews are fairly, very, or absolutely an
important part of their decision-making process.”
Source: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
The Value of Sharing Case Studies with Readers
Why Every TPA Website Needs Real-Live Client Success Stories –
And…
“70% of consumers say they prefer getting to know a company via articles
rather than ads.”
Source: http://www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015-
01084935#ya9RppzrAumheVhT.97
The Value of Sharing Case Studies with Readers
Did you read that great article about…
5/25/2016
3
Why Every TPA Website Needs Real-Live Client Success Stories –
For TPAs Specifically:
• Demonstrate experience in a certain market or industry, special niche, etc.
• Ability to show breadth of industries served
The Value of Sharing Case Studies with Readers
Why Every TPA Website Needs Real-Live Client Success Stories –
For the Self-Funded Industry:
• Illustrate real-world success of employers who use self-funding
• A tool to highlight top advantages of self-funding
• Dispel some of the myths of self-funding
The Value of Sharing Case Studies with Readers
Why Every TPA Website Needs Real-Live Client Success Stories –
Case Studies Tell a Story
“…Americans alone consume over 100,000 digital words every single day – but 92% say they want brands to tell
stories amongst all those words.”
“…statistics alone have a retention rate of 5-10%, but when coupled with
anecdotes, the retention rate rises to 65-70%.”
Sources: http://www.forbes.com/sites/steveolenski/2015/11/30/4-benefits-of-using-storytelling-in-marketing/#4f66612b276a
http://onlinetherapyinstitute.com/2015/02/18/storytelling-marketing-strategy/
Case Studies vs. Testimonials
5/25/2016
4
Why Every TPA Website Needs Real-Live Client Success Stories –
Other Advantages of Case Studies
• Relatable – readers can identify with/see themselves in the story
• SEO* – more text on the page
*Search Engine Optimization
Case Studies vs. Testimonials
Why Every TPA Website Needs Real-Live Client Success Stories –
Selecting Clients, Stories to Feature
• Best if can reveal identity
• Vary situations/solutions
• Highly relatable…or…
• Solution highlights special service/expertise YOU bring to the table
Getting Started…
Why Every TPA Website Needs Real-Live Client Success Stories –
Getting Started…
Happy Clients are Your Source
• Thank-you letters
• Complimentary comments in emails
• Positive comments during conversation
• Existing testimonials
5/25/2016
5
Why Every TPA Website Needs Real-Live Client Success Stories –
Getting Started…
Turn Positive Feedback
into Testimonial
Why Every TPA Website Needs Real-Live Client Success Stories –
Content:
• Take reader from start to finish
• Less about your business, more about the company you helped
• Catchy headline
Writing and Incorporating Key Elements
Why Every TPA Website Needs Real-Live Client Success Stories –
Writing and Incorporating Key Elements
Getting Organized
• If interviewing, prep Qs in advance, take thorough notes
• Outline main points before you start writing
5/25/2016
6
Why Every TPA Website Needs Real-Live Client Success Stories –
Format:
• Break visually into smaller chunks, easy to scan
• Format multiple case studies in consistent style
Writing and Incorporating Key Elements
Why Every TPA Website Needs Real-Live Client Success Stories –
Format:
Balance detail with length
_______________
“The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study
from Microsoft Corp., people now generally lose concentration after eight
seconds, highlighting the effects of an increasingly digitalized lifestyle
on the brain.”
Source: http://time.com/3858309/attention-spans-goldfish/
Writing and Incorporating Key Elements
Why Every TPA Website Needs Real-Live Client Success Stories –
Writing and Incorporating Key Elements
The First Draft
5/25/2016
7
Why Every TPA Website Needs Real-Live Client Success Stories –
Case Study Content Can:
• Satisfy Google’s demand for fresh content
• Drive new/returning traffic
• Credibility booster to visitors
• Greater engagement
How Case Studies Can Improve Web Presence
Why Every TPA Website Needs Real-Live Client Success Stories –
Enhanced SEO*
Efforts
• Keywords in headline, copy
• Page-specific, keyword-rich meta tags
• Increased number of pages with potential to appear in search results
*Search Engine Optimization
SEO and Link-Building Opportunities
Why Every TPA Website Needs Real-Live Client Success Stories –
Additional Linking Opportunities
• Internal – pages within existing site content
• External – SMedia platforms, other relevant industry websites
SEO and Link-Building Opportunities
Case Study
5/25/2016
8
Why Every TPA Website Needs Real-Live Client Success Stories –
The Final Draft
• Keywords• Quotes
Writing and Incorporating Key Elements
Why Every TPA Website Needs Real-Live Client Success Stories –
Start with Your Website
• Unique, individual page
• Optimize with tags
The Basics of Story Distribution
Why Every TPA Website Needs Real-Live Client Success Stories –
Re-Purpose on Multiple Channels
• Not “Field of Dreams”…
• Online and offline marketing channels
• Social media
• Sales collateral
• Event presentations/handouts
• eMail, eNewsletters
• Direct mail
• Included in whitepapers
The Basics of Story Distribution
5/25/2016
9
Why Every TPA Website Needs Real-Live Client Success Stories –
A Few Important Reminders
• Avoid Duplicate Content:Vary text used in teasers, SMedia posts, other online references/links to Case Studies
• Links to PDFs are OK, but don’t get same SEO value as on-page content
• Ensure you have written permission from client
• Google rewards RELEVANT placement, links
The Basics of Story Distribution
Why Every TPA Website Needs Real-Live Client Success Stories –
Additional Distribution Point
• Exposure for your company name, content
• Another place Google can potentially find your content to display in search results
• Relevant links/potential traffic back to your website
SPBA Members Special Opportunity
Why Every TPA Website Needs Real-Live Client Success Stories –
Time for Your Questions…