Constant Content: Lead NurturingPresented by Doug Edwards, PublisherAddiction Professional and Behavioral Healthcare NCAD 2013 | Anaheim, CaliforniaSeptember 23, 2013
1
FOR TODAY’S TWEETERS
2#NCADcon
#NCADcon@douglasjedwards@prospectorpete1
DOUG EDWARDS, MBA
3#NCADcon
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
4
•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?
#NCADcon
5
WHO CREATES CONTENT?
WE ALL CREATE CONTENT
6
1992, Doug in the eighth grade
#NCADcon
SHARING TEXT AND IMAGES
7#NCADcon
Early 1990s, Doug’s first infographic
SOMETIMES OPINIONATED
8#NCADcon
1996, Doug in high school, aiming to change the world
SOMETIMES SCHOLARLY
9#NCADcon
2000, Doug earning his BA
SOMETIMES SHOCKING
10#NCADcon
2003, Doug, award-winning journalist
SOMETIMES BRIEF
11
2013
#NCADcon
CONTENT EXPLOSION
12
Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png
#NCADcon
13
WHAT IS CONTENT
MARKETING?
TODAY’S DILEMMA
14
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
#NCADcon
WHAT IS CONTENT MARKETING?
15
‘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
#NCADcon
CHARACTERISTICS OF CM
16
•Ongoing•Engaging•Vendor neutral•Story based•Relevant•Essential: “must-read” or “must-watch”•Time sensitive•Dynamic
#NCADcon
MANY TYPES OF CM
17#NCADcon
WEBINAR ON CONTENT MARKETING
18
http://tinyurl.com/addictioncontentmarketing
#NCADcon
19
WHAT IS LEAD NURTURING?
FIRST, WHAT IS LEAD GENERATION?
20#NCADcon
•Generating interest in product or service•Gathering contact information and initial interests•First step in lead nurturing process
LEAD GEN—STARTING THE DIALOGUE
21
But leads are rarely immediately ready to refer or purchase
#NCADcon
WHAT IS LEAD NURTURING?
22
‘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/
#NCADcon
LEAD NURTURING CHARACTERISTICS
23
•Ongoing•Engaging•Relevant•Targeted•Progressive•Client-centered•Patient
#NCADcon
LEAD NURTURING IS:
24
•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
#NCADcon
LEAD NURTURING IS NOT:
25
•Sending an occasional e-newsletter•E-blasting an entire database•Calling prospects every few weeks•Failing to understand clients’ decision-making process
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
HOW TO TELL THE DIFFERENCE?
26
‘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
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
WHAT’S IMPORTANT IN LN?
27
•Building trust•Obtaining permission•Establishing credibility•Feeding the funnel
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
BUILDING TRUST
28
‘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
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
OBTAINING PERMISSION
29#NCADcon
•Adhere to anti-spam laws•Aim for opt-in communications•Ask prospects what they want to know about
ESTABLISHING CREDIBILITY
30#NCADcon
FEEDING THE FUNNEL
31#NCADcon
CONTENT CURATION
32#NCADcon
WHY REINVENT THE WHEEL?
33
‘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
#NCADcon
SHARING DOESN’T MEAN STEALING
34
©#NCADcon
WHO ARE CONTENT EXPERTS?
35
•You!•Your staff•Your alumni•Your customers/referral sources•Consultants•Content producers in the field
#NCADcon
36
HOW DO LEAD NURTURING AND
CONTENT MARKETING
WORK TOGETHER?
MANUAL OR AUTOMATIC?
37#NCADcon
LEAD SCORING MANUALLY
38
‘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/
#NCADcon
MARKETING AUTOMATION TOOLS
39#NCADcon
Evaero
LEAD NURTURING SIMPLIFIED
40#NCADcon
EXAMPLE: MEET MOLLY MARKETER
41#NCADcon
MOLLY MEETS RITA, SALLY, & DON
42
Miss Rita
Mrs. Sally
Mr. Don#NCADcon
THESE ARE ALSO ‘PERSONAS’
43
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
#NCADcon
MOLLY SENDS CONTENT POST-SHOW
44
“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.”
#NCADcon
MOLLY’S PROSPECTS REACT
45
“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
#NCADcon
MOLLY TARGETS
46
“Our presenter at NCAD is having a follow-up
Webinar on gender issues in treating patients with
co-occurring eating disorders and heroin
addiction.”
#NCADcon
MOLLY TARGETS
47
“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
#NCADcon
MOLLY RE-TARGETS
48
“Our Clinical Director will be in your area for a
lunch’n’learn. Can you join us for an educational
presentation?”
#NCADcon
MOLLY RE-TARGETS
49
“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
#NCADcon
MOLLY CONTINUES CM & LN
50
WEBINARSVIDEOS
#NCADcon
MOLLY CONTINUES CM & LN
51
WEBINARSVIDEOS
WHITE PAPERSPRESENTATIONS
#NCADcon
MOLLY CONTINUES CM & LN
52
WEBINARSVIDEOS
WHITE PAPERSPRESENTATIONSE-NEWSLETTER
LUNCH’N’LEARNSBLOGS
#NCADcon
MOLLY RECEIVES REFERRAL
53#NCADcon
“Your center clearly has expertise in
treating patients with eating
disorders and heroin addiction.”
STEADY BUT NOT OVERWHELMING
55
Content once a month—too cold
#NCADcon
STEADY BUT NOT OVERWHELMING
56
Content once a week—too hot
Content once a month—too cold
#NCADcon
STEADY BUT NOT OVERWHELMING
57
Content once every two to three weeks—just right
Content once a week—too hot
Content once a month—too cold
(Depending on stage)
#NCADcon
58
WHO SHOULD YOU TARGET?
KNOW THY AUDIENCE
EXECUTIVESALUMNI CLINICIANS
FAMILY AND FRIENDS
PHYSICIANS
59
SOBER PRIDE
#NCADcon
CONTACT’S CONTENT NEEDS CHANGE
FAMILYMEMBER
60
#NCAD#NCADcon
CONTACT’S CONTENT NEEDS CHANGE
ALUMNA
FAMILYMEMBER
61
SOBER PRIDE
#NCADcon
CONTACT’S CONTENT NEEDS CHANGE
PHYSICIAN
ALUMNA
FAMILYMEMBER
62
SOBER PRIDE
#NCADcon
CONTACT’S CONTENT NEEDS CHANGE
CLINICIAN
ALUMNA
FAMILYMEMBER
63
SOBER PRIDE
#NCADcon
TARGET BASED ON STAGE & INTEREST
64
•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”
#NCADcon
65
WHERE ARE WE GOING?
CONTENT MARKET OR…DISAPPEAR
66#NCADcon
NURTURE LEADS OR BE FORGOTTEN
67#NCADcon
MORE AUTOMATION
68
Lead scoring
More technological solutions
More in-depth knowledge of referral sources’/customers’ behaviors & interests
#NCADcon
CONTENT REMAINS KING
69
#NCAD#NCADcon
KEY TAKEAWAY
70
‘[N]urtured prospects buy more, require less discounting, and have shorter sales cycles than prospects that were not nurtured.’ – The Definitive Guide to Lead Nurturing by Marketo
Source: http://www.marketo.com/definitive-guides/lead-nurturing/
#NCADcon
NO LEADER OF LEAD NURTURING
71#NCADcon
Everybody can do it!
ONE STEP AT A TIME
72
•LN & CM takes time•Enjoy content creation•Doesn’t happen overnight•Start small•You are a field expert!
#NCADcon
GOLDEN OPPORTUNITY
73#NCADcon
I’M HERE TO HELP
74
#NCAD#NCADcon
QUESTIONS?
75
http://betheblueballoon.blogspot.com/
@douglasjedwards | [email protected] | 216-373-1201
#NCADcon