webinar: communicating with a purpose
DESCRIPTION
Watch Daniel Burstein, Director of Editorial Content at MarketingSherpa, and JR Hopwood, Vice President of Digital Strategy at Bridgeline Digital, and learn about strategies and technology that allow marketers to seamlessly work customers through each stage of the sales funnel. Attend the webinar to learn: Best practices from MarketingSherpa Technology & features that support marketing goals Use cases detailing customer journeysTRANSCRIPT
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Communicating
with a Purpose
#Webinar-Purpose
presented by:
Join the Conversation #Purpose-Webinar
Webinar: Communicating with a Purpose
with Daniel Burstein Director of Editorial Content, MarketingSherpa
and JR Hopwood Vice President of Digital Strategy, Bridgeline
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Communicating
with a Purpose
#Webinar-Purpose
Please engage with this presentation
We LOVE feedback…
Open the Questions pane and share your thoughts.
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Communicating
with a Purpose
#Webinar-Purpose
What’s your best performing digital
communication tactic?
Use #Webinar-Purpose Or in GotoWebinar Chat.
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Communicating
with a Purpose
#Webinar-Purpose
About Marketing Sherpa
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Communicating
with a Purpose
#Webinar-Purpose
85%
What We Know: Customers Expect TRULY Personal Experience!
85% of customers would no longer buy from an organization that failed to take account of their preferences and purchasing history.
Source: “Impact of having an effective Single Customer View on consumer behaviour,” (Infographic), Experian Marketing Services, 2012.
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Communicating
with a Purpose
#Webinar-Purpose
?
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Communicating
with a Purpose
#Webinar-Purpose
About Bridgeline:
► Digital Strategy
► User-Centered Design
► Web Application Development
► Systems Integration
► Search Engine Optimization
► Managed Hosting Services
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Communicating
with a Purpose
#Webinar-Purpose
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Communicating
with a Purpose
#Webinar-Purpose
Challenge: Getting the right content to the right people
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Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Tip: Organize to ensure the database is targeted and content is balanced across
different personas.
Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
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Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Tip: Content takes much longer to build than
technology for a multi-touch nurturing program. Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014
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Communicating
with a Purpose
#Webinar-Purpose
Continue the conversation
How To: Get fresh, high-quality content
Build content around
Value Proposition for each persona
Create content around
Value Proposition for
becoming a customer
Identify segmented content for immediate
engagement
Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
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Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Personalized Email How to Effectively Implement Automated Emailers.
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Communicating
with a Purpose
#Webinar-Purpose
Uses for Automated Emailers:
63%
54%
13%
11%
WELCOME THANK YOU TRIGGERED BASED ON WEBSITE
BEHAVIOR
SHOPPING CART ABANDONED
Most common uses Least common uses
Source: 2011 MarketingSherpa Email Marketing Benchmark Report
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Communicating
with a Purpose
#Webinar-Purpose
Here’s the problem…
Triggered emails can:
• Come off the wrong way if
they aren’t carefully executed
• An emailer should be written by
people, to people. Marketers
should stay professional but
maintain a friendly tone.
• Become outdated or
inaccurate.
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Communicating
with a Purpose
#Webinar-Purpose
How Triggered Emails Should Work:
Triggered emails should focus on the benefits of your conversion goals for the viewer.
Visit Action Reaction
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Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Website Segmentation Rules for using visitors ‘cookies’ for marketing purposes.
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Communicating
with a Purpose
#Webinar-Purpose
Most companies have a 60-80% confidence level… which also means a 20-40% margin for error.
Segmentation can not distinguish between users or personality types.
Source: Brittany Long, "Customer Relevance: 3 golden rules for cookie-based Web segmentation," MarketingSherpa Blog
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Communicating
with a Purpose
#Webinar-Purpose
Provide users with information that is relevant and meets user needs.
Too much knowledge about the user can scare them away.
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Communicating
with a Purpose
#Webinar-Purpose
Research should be done to figure out what to say to customers and how to say it.
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Communicating
with a Purpose
#Webinar-Purpose
The Anatomy of Communicating with a Purpose
Remarketing
Persuasive Content
Product Upsells
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Communicating
with a Purpose
#Webinar-Purpose
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Communicating
with a Purpose
#Webinar-Purpose
This is Mark E. Tier Marketing Manager IT Hiring Group Goal: Leads and customers for IT hiring services
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Communicating
with a Purpose
#Webinar-Purpose
A stellar whitepaper (Tech Hiring Dos and Don’ts).
Lots of interest.
Lead graveyard.
Conversion!
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Communicating
with a Purpose
#Webinar-Purpose
Avoid the lead graveyard.
Expected Tech Salaries
Pros & Cons: Working With a Hiring Firm
3rd-Party Report: Tech Hiring Best Practices
1DAY Download Whitepaper
2DAY Supporting Asset.
4DAY Email blog post.
Visits site.
Site promotion: Special Report.
Success! Lead Contacted.
Weekly Email: Thought Leadership
Re-Visit: Sample IT Resources.
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Communicating
with a Purpose
#Webinar-Purpose
What is Persuasive Content?
Dynamic, segmented messaging.
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Communicating
with a Purpose
#Webinar-Purpose
And it doesn’t stop at B2B.
This is Ret Ailer Director of Marketing Acme Widgets Goal: Repeat Widget Buyers
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Communicating
with a Purpose
#Webinar-Purpose
Initial Visit:
• Dynamic messaging based on navigation
• Product Added to Cart • Site Exit
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Communicating
with a Purpose
#Webinar-Purpose
Remarketing Efforts:
• 1 Hour: Abandon Cart Email • Coupon & Last Chance Display Ads • Social Media Ads
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Communicating
with a Purpose
#Webinar-Purpose
Visitor Returns:
• Completes a Purchase • 1 Hour: Confirmation Email • 1 Day: Shipping Info & Upsell Email
• 3 Days: Usage Guide & Useful Products
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Communicating
with a Purpose
#Webinar-Purpose
Ongoing communication with the customer:
• Dynamic Messaging Based on Purchase
• Related Content
• Best Way to Use Your Widget • Dos and Don’ts of Widgets • How Customer X Used Widgets
• Re-Fill Purchases
• Weekly Email
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Communicating
with a Purpose
#Webinar-Purpose
ü Identify primary segments
ü Identify primary scenarios for each segment
ü Create digital touchpoint plan
ü Setup dynamic, persuasive content
ü Watch, learn and change
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Communicating
with a Purpose
#Webinar-Purpose
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Communicating
with a Purpose
#Webinar-Purpose
Let’s keep talking… #Webinar-Purpose
Thank You!
@bridgeline