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Create great marketing content for your website that drives revenue

The Three Steps of Online Marketing:

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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
  • Videos
  • Podcasts
  • Slideshare
  • eBooks
 
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
 
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