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Create great marketing content for your website that drives revenue

Posted by sunilm1 ⋅ April 18, 2014 ⋅ Leave a comment

Filed Under blog, content, e-commerce, marketing, online, Web

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

Tips on How to Perform “Lean Content Creation”

Create content for a variety of sources and repurpose content across sources, e.g.

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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