Lead Nurturing: Constant Content

transcript

Constant Content: Lead NurturingPresented by Doug Edwards, PublisherAddiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, CaliforniaSeptember 23, 2013

FOR TODAY’S TWEETERS

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DOUG EDWARDS, MBA

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PublisherAddiction Professional and Behavioral Healthcare

Sales DirectorNational Conference on Addiction Disorders Behavioral Healthcare Leadership Summit Addiction Professional Panel Series

Content Developerhttp://betheblueballoon.blogspot.com/

TODAY’S AGENDA

•Who creates content?•What is ‘content marketing’?•What is ‘lead nurturing’?•How do the two work together?•Who should you target?•Where are we going?

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WHO CREATES CONTENT?

WE ALL CREATE CONTENT

1992, Doug in the eighth grade

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SHARING TEXT AND IMAGES

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Early 1990s, Doug’s first infographic

SOMETIMES OPINIONATED

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1996, Doug in high school, aiming to change the world

SOMETIMES SCHOLARLY

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2000, Doug earning his BA

SOMETIMES SHOCKING

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2003, Doug, award-winning journalist

SOMETIMES BRIEF

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CONTENT EXPLOSION

Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png

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WHAT IS CONTENT

MARKETING?

TODAY’S DILEMMA

Producing content BUT:

•Reliance on e-newsletters/e-blasts•No content strategy•No connection to lead nurturing•No audience segregation•Not having enough to feed the funnel

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WHAT IS CONTENT MARKETING?

‘Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience–with the objective of driving profitable customer action.’ –Content Marketing Institute

Source: http://contentmarketinginstitute.com/what-is-content-marketing

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CHARACTERISTICS OF CM

•Ongoing•Engaging•Vendor neutral•Story based•Relevant•Essential: “must-read” or “must-watch”•Time sensitive•Dynamic

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MANY TYPES OF CM

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WEBINAR ON CONTENT MARKETING

http://tinyurl.com/addictioncontentmarketing

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WHAT IS LEAD NURTURING?

FIRST, WHAT IS LEAD GENERATION?

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•Generating interest in product or service•Gathering contact information and initial interests•First step in lead nurturing process

LEAD GEN—STARTING THE DIALOGUE

But leads are rarely immediately ready to refer or purchase

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WHAT IS LEAD NURTURING?

‘The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.’ –The Definitive Guide to Lead Nurturing by Marketo

Source: http://www.marketo.com/definitive-guides/lead-nurturing/

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LEAD NURTURING CHARACTERISTICS

•Ongoing•Engaging•Relevant•Targeted•Progressive•Client-centered•Patient

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LEAD NURTURING IS:

•Creating targeted campaigns•Guiding prospects to a purchase/ referral/etc. and ‘staying in touch’•Respectful of the prospect’s stage in the buying/referring process

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LEAD NURTURING IS NOT:

•Sending an occasional e-newsletter•E-blasting an entire database•Calling prospects every few weeks•Failing to understand clients’ decision-making process

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HOW TO TELL THE DIFFERENCE?

‘Ask yourself if the information you’re providing will be useful to them even if they never buy from you.’ –The Definitive Guide to Lead Nurturing by Marketo

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WHAT’S IMPORTANT IN LN?

•Building trust•Obtaining permission•Establishing credibility•Feeding the funnel

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BUILDING TRUST

‘Unless you are a well known company like IBM, the best way to build credibility and trust is by sharing useful information.’ –The Definitive Guide to Lead Nurturing by Marketo

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OBTAINING PERMISSION

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•Adhere to anti-spam laws•Aim for opt-in communications•Ask prospects what they want to know about

ESTABLISHING CREDIBILITY

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FEEDING THE FUNNEL

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CONTENT CURATION

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WHY REINVENT THE WHEEL?

‘A nurture interaction doesn’t need to be about a whitepaper. It doesn’t need to be a detailed blog post. In fact, it doesn’t even [need] to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote.’ –Jon Miller of Marketo

Source: http://blog.marketo.com/blog/2013/05/content-curation-for-lead-nurturing.html

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SHARING DOESN’T MEAN STEALING

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WHO ARE CONTENT EXPERTS?

•You!•Your staff•Your alumni•Your customers/referral sources•Consultants•Content producers in the field

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HOW DO LEAD NURTURING AND

CONTENT MARKETING

WORK TOGETHER?

MANUAL OR AUTOMATIC?

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LEAD SCORING MANUALLY

‘Complicated back-end systems will make all this easier, but are not necessary for getting started and sticking with it, as long as the people involved in executing the lead conversion plan internalize the system and use it aggressively to fully nurture every promising lead you acquire.’ –Kern Lewis, Forbes.com

Source: http://www.forbes.com/sites/kernlewis/2012/03/21/the-twelve-step-program-for-lead-nurturing/

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MARKETING AUTOMATION TOOLS

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Evaero

LEAD NURTURING SIMPLIFIED

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EXAMPLE: MEET MOLLY MARKETER

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MOLLY MEETS RITA, SALLY, & DON

Miss Rita

Mrs. Sally

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THESE ARE ALSO ‘PERSONAS’

Miss RitaFrequent referrer Attends many conferencesHard to pin down; frequently on the go

Mrs. SallyInfrequent referrer—works in a public settingKnown as a “show floor shopper”Focus on CE credits

Mr. DonOccasional referral sourceNeeds a lot of information before making a referralHungry for new information and treatment techniques

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MOLLY SENDS CONTENT POST-SHOW

“It was great meeting you at NCAD. I thought you would enjoy this brief

video on demonstrating successful outcomes with clients with co-occurring

eating disorders and heroin addiction.”

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MOLLY’S PROSPECTS REACT

“It was great meeting you at NCAD. I thought you would enjoy this brief

video on demonstrating successful outcomes with clients with co-occurring

eating disorders and heroin addiction.”

CLICKS ON VIDEO LINK

DOESN’T OPEN E-MAIL

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MOLLY TARGETS

“Our presenter at NCAD is having a follow-up

Webinar on gender issues in treating patients with

co-occurring eating disorders and heroin

addiction.”

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MOLLY TARGETS

“Our presenter at NCAD is having a follow-up

Webinar on gender issues in treating patients with

co-occurring eating disorders and heroin

addiction.”

ATTENDS WEBINAR

DOESN’T REGISTER

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MOLLY RE-TARGETS

“Our Clinical Director will be in your area for a

lunch’n’learn. Can you join us for an educational

presentation?”

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MOLLY RE-TARGETS

“Our Clinical Director will be in your area for a

lunch’n’learn. Can you join us for an educational

presentation?”

ATTENDS

DOESN’T ATTEND

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MOLLY CONTINUES CM & LN

WEBINARSVIDEOS

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WEBINARSVIDEOS

WHITE PAPERSPRESENTATIONS

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WEBINARSVIDEOS

WHITE PAPERSPRESENTATIONSE-NEWSLETTER

LUNCH’N’LEARNSBLOGS

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MOLLY RECEIVES REFERRAL

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“Your center clearly has expertise in

treating patients with eating

disorders and heroin addiction.”

MOLLY DILIGENT ABOUT CRM

88 Anyway Dr.Anaheim, CA 99999don@dondon.com222-867-5309

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STEADY BUT NOT OVERWHELMING

Content once a month—too cold

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Content once a week—too hot

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Content once every two to three weeks—just right

Content once a week—too hot

(Depending on stage)

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WHO SHOULD YOU TARGET?

KNOW THY AUDIENCE

EXECUTIVESALUMNI CLINICIANS

FAMILY AND FRIENDS

PHYSICIANS

SOBER PRIDE

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CONTACT’S CONTENT NEEDS CHANGE

FAMILYMEMBER

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ALUMNA

FAMILYMEMBER

SOBER PRIDE

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PHYSICIAN

ALUMNA

FAMILYMEMBER

SOBER PRIDE

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CLINICIAN

ALUMNA

FAMILYMEMBER

SOBER PRIDE

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TARGET BASED ON STAGE & INTEREST

•People have different content wants and needs•Not everyone is at the same stage in the decision-making process•Interest level will change over time•Keep in mind “pain points”

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WHERE ARE WE GOING?

CONTENT MARKET OR…DISAPPEAR

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NURTURE LEADS OR BE FORGOTTEN

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MORE AUTOMATION

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Lead Nurturing: Constant Content

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