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Turn Up the Heat on Your Warm Leads
OutboundEngine | September 5, 2013
Content Marketing & Lead Nurturing Overview Campaign Follow-up Tips & Tricks Campaign Performance Basics Leveraging Social Media
• Heather Young, Client Success Manager at OutboundEngine• 15 years of online marketing customer service• Expertise in email, SEO/SEM, social media
Today’s Agenda | Your Presenter
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• Relevant to reader• Relevant to your company• Keeps your company top-of-mind• Communicates without the hard sell• Consistent, valuable, informative content• Ongoing conversation (not a magic bullet)• Converts prospects to customers over time
What is content marketing?
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• Your personal touch between campaigns • Sets you apart from competitors• More specific communication to an individual lead
between email campaigns• Helps you understand your lead’s purchasing needs
and timing• Positions you as a partner vs. salesperson
What is lead nurturing?
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How they work together…
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• Introduces you as partner• Engages by being helpful and “non-salesy”• Helps you gauge interest• Helps you prioritize lead follow-up – “low-hanging fruit”• Builds loyalty and repeat business
Content MarketingLead NurturingLong-term Value
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• Most of your customers are“just browsing”
• It’s up to you to grab their attention• Create sense of urgency
Why should you follow-up?
• Be responsive—follow-up within 24 hours is ideal– Opens versus Clicks require different strategies
• Follow-up should be a priority—email or phone• Avoid looking like “big brother”• Offer incentives• Cater to repeat customers• Set goals for yourself• Learn from mistakes• Ask for feedback
How should you follow-up?
Campaign Performance• Near real-time performance in OutboundEngine• Login | Performance & Results Tab• Average Open Rate 12% -15%• Average Clicked Rate 2%-5% | Clicks = Warm Leads
Where Social Media Fits• 72% of online adults use social networking sites• 40% of Americans login to Facebook daily• Important marketing channel to engage and expands
reach and increases word-of-mouth mentions• SEO/SEM optimization over time• It’s an important piece of your
online presence, but can be overwhelming• OutboundEngine can help you manage
New Features | Special Offer• OutboundEngine keeps your social media buzzing all
month long• Provides automatic social updates– Posts to your Facebook, Twitter and LinkedIn– Customized Facebook Apps to build fan base and
newsletter subscriber list– Extends life of OutboundEngine campaign from one day to
almost two weeks
• Ask us about our limited time offer
