How Two Startups Use Content Marketing To Drive Sales
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Presentation I gave at General Assembly in Chicago fall 2015.
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How Two Startups Use Content Marketing To Drive Sales
- 1. How 2 Tech Startups Use Content Marketing To Drive Sales Lauren Licata, Senior Director of Marketing, Belly
- 2. Senior Director of Marketing June 2014 - Present Content Marketing Manager May 2013 – June 2014
- 4. 57% how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep. The Way People Buy Has Changed
- 7. Marketers have had to adapt to engage with prospective customers through the channels & on the devices they prefer.
- 8. As marketers, we’re putting cheese all over the internet. Your website is the trap.
- 9. Inbound v. Outbound Marketing Outbound: Push Marketing (Interrupts) • Paid Advertising (radio, TV, billboards) • Cold Calling • Direct Mail/Cold Email Inbound: Pull Marketing (Attracts) • Website & SEO • Content Marketing • Public Relations • Social Media
- 10. Inbound Leads Are More Valuable To Sales Inbound-sourced leads are consistently more knowledgeable about the company prior to speaking with a rep than leads sourced through outbound means.
- 11. Inbound Leads Are More Cost-Effective Inbound leads are consistently less expensive for B2B companies.
- 13. Attract Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Convert Close Retain Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism SEO Content Marketing Social Media Public Relations Paid Search Paid Distribution Outbound Email Referral Program Website Optimizations Custom Audiences Gated Content Lead Forms Retargeting Pitch Pricing Automated Workflows Product Capability Case Studies Conversion Paths Integrated tooling Email Marketing Account Support Feature Utilization Merchant Journey Buyer’s Journey Marketing Tactics Metrics Unique Visitors Referrals Direct Traffic Total Leads #/% Qualified Leads CPL (Cost Per Lead) #/% Pitched CAC Workflow Conversion % Churn Referrals Feature Utilization Upsell Awareness & website visitors Capture qualified leads Become paying customer Create raving fans
- 15. Attract Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Convert Close Retain Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism SEO Content Marketing Social Media Public Relations Paid Search Paid Distribution Outbound Email Referral Program Website Optimizations Custom Audiences Gated Content Lead Forms Retargeting Pitch Pricing Automated Workflows Product Capability Case Studies Conversion Paths Integrated tooling Email Marketing Account Support Feature Utilization Merchant Journey Buyer’s Journey Marketing Tactics Metrics Unique Visitors Referrals Direct Traffic Total Leads #/% Qualified Leads CPL (Cost Per Lead) #/% Pitched CAC Workflow Conversion % Churn Referrals Feature Utilization Drive awareness & website visitors Capture qualified leads Become paying customer Create raving fans
- 16. Attract: Drive Awareness & Website Visitors Search Engine Optimization (SEO): Manipulating aspects of a web page to improve it’s ranking in search engines (Google, Bing). tech + content + links “loyalty program” - 1000 searches/month “mobile rewards program” - 40 searches/month Content Marketing: Publishing relevant content to attract new customers. (blogs, ebooks, videos, support articles, infographics.) Focus on “long-tail” keywords for blog posts. Bellycard.com/resources. Right now, we post 2-3 times/week. “yelp for business” - 9,900 searches/month “how to get new customers” - 110 searches/month Social Media: We focus on Facebook, Twitter, LinkedIn. Public Relations: Focused on customer loyalty/engagement, Apple/Partnership, Local Press, Vertical Pubs, Product, Startups Paid Advertising: Google AdWords, Bing, Social Ads, Outbrain Referral Program: Drive referrals after 30+ days with Belly
- 17. Attract Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Convert Close Retain Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluatio Evangelism SEO Content Marketing Social Media Public Relations Paid Search Paid Distribution Outbound Email Referral Program Website Optimizations Custom Audiences Gated Content Lead Forms Retargeting Pitch Pricing Automated Workflows Product Capability Case Studies Conversion Paths Integrated tooling Email Marketing Account Support Feature Utilization Merchant Journey Buyer’s Journey Marketing Tactics Metrics Unique Visitors Referrals Direct Traffic Total Leads/Subscribers #/% Qualified Leads CPL (Cost Per Lead) #/% Pitched CAC Workflow Conversion % Churn Referrals Feature Utilization Drive awareness & website visitors Capture qualified leads Become paying customer Create raving fans
- 18. Convert: Capture Qualified Leads Website Optimizations: Experimenting with elements on a webpage to capture more leads. • Bounce Overlay Forms • Email Newsletter Capture • Color • Lead Forms • Messaging Custom Audiences: Creating content/conversion paths for targeted audiences • Belly for Pizzeria’s • Belly for Enterprise Gated Content: • Ebooks (behind a lead form) • “Local Lowdown” Email Newsletter Retargeting: Showing ads to visitors to our business page on popular websites like Facebook and Twitter & through Google display network. Special Offers: Limited Time Offers (pricing or extra product)
- 19. Convert: How Do We Measure What’s Working? Total Opt-In Email Subscribers Total Leads/Score % Qualified Ebook Downloads CPL CPA
- 20. Attract Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Convert Close Retain Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluatio Evangelism SEO Content Marketing Social Media Public Relations Paid Search Paid Distribution Outbound Email Referral Program Website Optimizations Custom Audiences Gated Content Lead Forms Retargeting Pitch Pricing Automated Workflows Product Capability Case Studies Conversion Paths Integrated tooling Email Marketing Account Support Feature Utilization Merchant Journey Buyer’s Journey Marketing Tactics Metrics Unique Visitors Referrals Direct Traffic Total Leads #/% Qualified Leads CPL (Cost Per Lead) #/% Pitched CAC Workflow Conversion % Churn Referrals Feature Utilization Drive awareness & website visitors Capture qualified leads Become paying customer Create raving fans Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism
- 21. Close: Become A Paying Customer Pitch • Messaging, sales methodology Pricing & Offers • Product Marketing, Limited Time Pricing Offers Automated Workflows • Target audiences based on web activity • Case Studies • ROI Integrated Tooling/Efficiency
- 22. Close: How Do We Measure What’s Working? Pitch Rate Automated Workflow Conversion Close Rate + Total Inbound Closes
- 23. Attract Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Convert Close Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Need/Want Recognition Seek Information Evaluate Options Make Purchase Evangelism SEO Content Marketing Social Media Public Relations Paid Search Paid Distribution Outbound Email Referral Program Website Optimizations Custom Audiences Gated Content Lead Forms Retargeting Buyer’s Journey Marketing Tactics Metrics Unique Visitors Referrals Direct Traffic Total Leads #/% Qualified Leads CPL (Cost Per Lead) #/% Pitched CAC Workflow Conversion % Churn Referrals Feature Utilization Upsell Drive awareness & website visitors Capture qualified leads Become paying customer RetainCreate raving fans Need/Want Recognition Seek Information Evaluate Options Make Purchase Post Purchase Evaluation Evangelism Email Marketing Account Support Feature Utilization Merchant Journey
- 24. Retain: Create raving fans A whole other lesson! Developed well-timed content based on product utilization and Merchant engagement
- 25. Base CRM Content Marketing: Case Study
- 26. Base CRM Base is rated the #1 mobile sales and CRM app with 100k Android downloads and more than 6,000 customers including CBRE, Aflac, IDEO and Expensify. Started in Chicago, IL. Now based Mountain View, CA Helps businesses and salespeople close more deals faster.
- 27. Goal: Free Trials Goal: 400 Actual: 607 Paying Customers: 250 Email Subscribers: 5,800 Marketing Qualified Leads: 1,600 Growth in Unique Blog Visitors - 7x August 2013: 6,282 March 2014: 42,000 Increase in Qualified Leads: 40%
- 28. “The key to success is…”
- 29. How Much Content? 5 blog posts/week 2-3 ebooks/month 2-3 SlideShare presentations/month 1-2 Webinars/month
- 30. 6 Rules For Content Distribution 1. Make sure people (and Google) can find it 2. Repurpose for different channels 3. Befriend social whales 4. Use social media to your advantage 5. Syndicate 6. Spend a little dough
- 31. Make Sure People (and Google) Can Find It 1. “SEO is the gift that keeps on giving” 2. Focus on “evergreen” topics 3. True to product offering - “5 Essential Sales Forecasting Techniques”
- 32. Repurpose For Different Channels Blog posts SlideShares Videos Podcasts Webinars White Papers/Ebooks Social Media posts
- 33. Befriend Social Whales Built “influencer” program to amplify reach of our content Sales authors, bloggers, professors Over 10k Twitter followers Actively blogs Has email newsletter
- 34. Use Social Media To Your Advantage Twitter: Find the best times to post your content SocialBro - Free Trial LinkedIn: Share to 3-5 relevant groups Use “group statistics” for better targeting Experiment with LinkedIn publishing Facebook: Optimize for organic reach Text length - 100 - 125 characters get 60% more “Likes” Include images with links - 69% more clicks SlideShare: Focus on title & cover Use wide-format slides over long Promote within 1 hour to drive views up 15,513 views!
- 35. Syndicate Find sites related to your industry Use rel=canonical tag
- 36. Experiment With Paid Channels Pay to promote your top converting content through: • Outbrain • Boosted Facebook posts • Sponsored Tweets • StumbleUpon • Digg
- 37. Thank you! Twitter: @LaurenLicata LinkedIn: https://www.linkedin.com/in/laurenlicata Email: lauren.licata411@gmail.com
Notas del editor
- Show of hands, who knows what we do all day? Besides online shop and post on Facebook?
- Take a step back and talk quickly about the way people buy products & services.
- Complicating marketing these days, is the fact that customers refer to multiple sources before making a purchase decision. Some carry more weight than others. Attribution becomes complex.
- We used to only have to worry about getting the commercial right. But now, we have to have the message + the channel + the medium.
- Cheese is the content in the form of ads, editorial, reviews, social media, etc.
- Where outbound interrupts, inbound attracts. Provides information when prospects are looking for it.
- So what’s the value of inbound?
- Ok, so that’s the methodology, this is the strategy we’re executing against.
- At a high level, our job is to Attract, Convert, Close & Retain customers. The meat of this presentation is going to go through these strategies.
- The sales funnel looks like this. Based on current pitched, closed, conversion & qualified rates, we can back into how many visitors we need. We’re constantly trying to improve these rates too.
- Show of hands -- who knows what SEO is before reading this slide? PR -- Jenny B. is currently securing local press for us in Boston & Logan will be quoted in an upcoming article on The Atlantic Outbound -- Scalable -- Factual -- Liz + Referral program
- How can we turn website visitors into qualified leads for our sales team?
- Hand it over to Liz.
- mrr= monthly recurring revenue