There  will  be  no  child-­‐ea0ng,  candy-­‐ea0ng,  witch-­‐ea0ng,  or  roof-­‐ea0ng  here.  

Only breadcrumb eating. Breadcrumbs  are  the  way  to  take  your  leads  down  the  sales  funnel.  No  ma=er  where  your  prospects  are  in  the  process,  go  the  Hansel  and  Gretel  way  –  one  breadcrumb  at  a  0me.  

What  do  Hansel  and  Gretel’s  breadcrumbs  and  lead  nurturing  have  in  common?  

They both started small! Star0ng  small  does  not  mean  being  ineffec0ve.  Don’t  drop  loaves  on  your  leads  –  draw  them  in  with  small  bits  first.  Step  one?  Figuring  out  who  your  leads  are.  

Want  to  go  far  with  lead  nurturing?  

Use Google Analytics and SEOmoz.

Tracks  the  following  on  your  site:  

•     Who  is  visi0ng;  •     What  visitors  are  looking  at;  •     The  paths  visitors  are  taking;  •     How  long  visitors  stay  on  each  page;  •     Much  more!  

Best  of  all?    It’s  all  for  free!    

SEOmoz  helps  with:  

•     Keyword  analysis;  •     Explore  data  and  metrics;  •     A=end  SEO-­‐based  webinars;  •     Research  target  links;  •     Much  more!  

SEOmoz  plans  start  at  about  $99  per  month,  but  there  is  a  30  day  free  trial.  

You’ve  got  the  tools,  now  what?  

Time to get friendly! Lead  nurturing  requires  being  proac0ve.  Eloqua  did  an  experiment  where  they  said  hello  to  everybody  who  went  through  their  site.    Click-­‐through  rates  jumped  by  20%.  However,  conversions  dropped.    Despite  this,  Eloqua  learned  a  valuable  lesson  –  and  they  knew  who  to  say  hello  to  and  how  to  plant  their  breadcrumbs.  

Hello!

Remember  that  breadcrumbs  are  sneaky.  

Lead nurturing needs to be discreet. You  don’t  want  to  come  across  as  presumptuous,  or,  worse,  creepy.  How  to  accomplish  this?  •     Check  out  Content  Marke0ng  Ins0tute’s  20  Ques0ons  to  Ask  Your  Buyers  to  get  started.  •     Remember  that  you  can  interact  with  your  customers  outside  of  your  site:  

 Your  blog    Twi=er    Quora    Facebook  

Use  these  opportuni0es  to  figure  out  what  your  customers  want  by  going  to  them!  

Great examples of sneaky (but not creepy!) breadcrumbs: •     Amazon’s  “Recommended  for  You”  page/emails  that  appear  ager  a  purchase;  •     Facebook’s  ads  which  a=empt  to  target  a  user’s  interests.  

What’s  the  easiest  way  to  get  breadcrumbs  out?  

Let everyone else do the work. Levi’s  did  a  great  job  integra0ng  social  media  with  sales  by  combining  Facebook  with  their  online  store.    Face  it  –  the  sales  funnel  happens  a  lot  faster  when  you  can  get  people  to  share  your  content  with  their  friends  of  their  own  voli0on.    In  the  above  example  with  Levi’s,  the  Facebook  page  would  allow  users  to  see  what  their  friends  “liked”  and  were  buying.  

Having trouble getting others to share your stuff? Try gamification.

What  the  heck  is  “gamifica0on?”  

It makes your crumbs delicious. Gamifica0on  is  very  similar  to  offering  coupons  and  discounts  –  but  rather  than  offering  them  to  everybody,  it’s  a  targeted  part  of  your  lead  nurturing.  People  are  more  likely  to  ask  for  a  bite  of  your  donut  rather  than  a  bite  of  your  carrot  –  mostly  because  people  find  donuts  more  tasty  than  carrots  on  a  whole.    Gamifica0on  is  the  difference  between  carrots  and  donuts.  

However,  give  your  donuts  to  those  who  deserve  them  most!  Tuck  a  coupon  in  at  the  back  of  a  white  paper  or  give  it  to  those  who  sign  up  for  your  newsle>er.  This  not  only  rewards  those  who  consume  your  content,  it  makes  them  much  more  likely  to  share  that  great  deal  with  friends!  

So  take  it  from  Hansel  and  Gretel.  

Lead Nurturing = Dropping Breadcrumbs Think  small.  Focus  on  quality.  Target  the  right  people.  Reward  and  incen0vize.  

Watch the conversions roll in.

Content Equals Money Content  Equals  Money  is  a  content  wri0ng  service  that  serves  a  wide  variety  of  clients  with  top-­‐shelf,  sharable  content.  Our  goal  is  to  work  with  small  companies  in  order  to  help  them  reap  the  same  results  from  content  marke0ng  as  the  Fortune  500  companies.  Content  marke0ng  is  truly  scalable  and  can  work  for  all  businesses  and  business  sizes!