Content-based Lead Generation - American Marketing Association

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Presentation Description

Presentation giving during an American Marketing Association webinar on content-based lead generation and lead nurturing programs. Marketing departments are often tasks with generating viable sales leads, and a properly constructed, content-based program offers an efficient, ongoing source for high quality sales leads.

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Presentation Transcript

PowerPoint Presentation: 

American Marketing Association Connecting · Informing · Advancing since 1937

Today’s Topic: 

Today’s Topic How to Generate Leads with Online Content James Heckman – American Marketing Association Dan Stevens – WorkerBee.TV, Inc. 2

PowerPoint Presentation: 

Advertiser is “ in ” the content, not “ beside ” the content Content Marketing

First – Value of a Lead: 

Average sale Closing ratio Repeat business – life-time value of customer Alternative costs for acquiring leads Helps you set budgets and goals First – Value of a Lead 4

Second – Define the audiences your content can help: 

Second – Define the audiences your content can help Leads – those near a purchase decision Defined, understood needs Selecting a vendor for a scoped out project Prospects or Suspects – need nurturing Poorly understood or undefined needs No sense of project scope Lack of management buy-in 5

Budgeting for Content Marketing: 

Budgeting for Content Marketing 26% of the overall marketing spend was allocated to branded content 60 % of companies are planning on increasing their content marketing spend in the next 12 months For every dollar spent on content creation $1.80 - $5.50 is spent on distribution (see below)

Improve “Being Found”: 

Content is growing because of its portability and ability to increase likelihood of being found and viewed Paid Media allows for brand alignment Content Marketing insertion (AMA TV) Video Banners – Open Rate = 2 – 3 times higher than text articles on e-Newsletters Earned Media Shared by viewers, commented or shared online or in social media Google rankings of video (rich media) Owned Media Your website, e-news, blogs, and social media Email lead nurturing Improve “Being Found” 7

Content Creation Challenges : 

IDG Nov 2011 Content Creation Challenges

Factors that influence Success: 

Being found (content distribution = reach) Paid, Earned and Owned Media Be “everywhere” at the same time Being interesting (content quality = qualified leads) Educate and engage viewer Trust and Authenticity Simple “action” (conversion = lead) One-click and simple registration A perceived value for registering or options depending on stage in purchase cycle Factors that influence Success 9

PowerPoint Presentation: 

Content-Based Lead Generation Case Study 10 http://www.realmenrealstyle.com http://atailoredsuit.com

Baby Steps Toward a Sale: 

Baby Steps Toward a Sale Engage with quality content Educational, not teaser Consistent call to action Let the prospect drive Newsletter YouTube subscribe Social Media follow Sort out the buyers Develop an indication of interest Confirm & Follow up 11

Measure Results: 

Measure Results “Results” vary by industry and company Look for progress toward purchase Compare to other lead sources Real Men, Real Style Monthly Views – 300,000 (YouTube / Websites) Subscriptions & Free eBook – 6,000 (YouTube / email) Direct Engagement – 600 (email) Sales - 100-300 (clothing, eProducts , affiliate) 12

Summary : 

Content is powerful, affordable and measurable Find unique opportunities to engage relevant audiences Associations like AMA are providing bundled solutions that are Simple, Affordable and Effective : Video filming and production Authentic, co-branded models Targeted Reach Conversion Extended Reach on your website, social media and outbound marketing Expert advice and support James Heckman jheckman@ama.org 630-281-4095 Summary 13