The Three Steps of Online Marketing:
Step 1. Understand Buyer Personas
Step 2. Understand the buyers journey: From awareness, to engagement, and finally, to purchase
Step 3. Map your web-site content to each stage of the buyer’s journey
- Awareness: blog, infographic
- Engagement: case-studies, ROI calculator
- Purchase: pricing, demos
Tips on How to Perform “Lean Content Creation”
Create content for a variety of sources and repurpose content across sources, e.g.
- Blog posts
Tips for Better Content Marketing
- Use visual content to stand out (Look at “inbound content marketing” from Marketo on Slideshare)
- Repurpose, Redesign, Retire – get rid of tired, old content
- Design programs to be measurable
- Make it easy for people to engage with your site (e.g. make forms SHORT)
- Use multi-touch promotion for webinars and events
- Make every campaign social (share buttons, etc.) Enable referrals for your web-site visitors.
- Follow-up FAST (send email of webinar slides within 1-hr. of the event.)
- Measure ROI and focus on decisions that improve ROI
Tips for Generating More Leads (Top of Funnel)
- Have a calendar plan: Year, Quarter, Month
- Decide how many emails, webinars, events you need each quarter by working backwards
- Test a mix of content offers for social: use visual content (edgebreak algorithm rewards graphics)
- Learn how to use Twitter lead-gen cards: keep your copy concise with clear call to action
- Add slides to slideshare.net and promote them via links
- Create and manage a blog
- Set up regular webinars: calendar (.ics), fast followup (slides), social promotion, etc. You can rename webinars to clinics, workshops, etc.
- Post all sessions that you conduct on your website. Make slides and videos available and repurpose them across your different content media.
Tips for Email Nurturing
- 30s rule – The call to action must be apparent within 30 seconds of reading the email.
- Make for a quick informative download
- Provide “cool” accelerators for late-stage campaigns (e.g. donate to charity)
Tips for Measuring Your Programs ROI
- Evaluate metrics that matter (no. of leads, vs. no. of qualified leads vs. no. of opportunities vs. no. of closed sales)
- Look at programs at different stages and check the ROI at each stage.
- Determine your pipeline to cost ratio
- Evaluate the number of sales opportunities vs. program investment