Using Content to Attract Customers

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description

Did you know that EVERY decision that you make is due to emotions? Even if you consider yourself a logic-based decision-maker, it’s emotion that evokes action. To mask that emotional “choosing” (unconscious mostly), we follow up immediately with the logical reasons why our choice was the right way to go.In our most recent webinar, our President, Kim Abee, revealed and explored the Lead Generation Formula, as a way of highlighting the kinds of content that will effectively draw leads in and engage them.

Transcript of Using Content to Attract Customers

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Using  Content  To  Attract  Customers  

Watch  the  webinar  video  &  see  blog  post  

Margaret  Johnson:    Good  morning,  everyone.  Margaret  Johnson,  here  with  you  from  Genoo,  and  it's  my  pleasure  to  welcome  you  to,  "Use  Content  To  Attract  Customers"  

It's  my  pleasure  to  introduce  our  presenter  this  morning,  Kim  Albee,  our  president  here,  at  Genoo,  as  well  as,  our  professional  services  agency,  which  is  called,  "ContentZAP."  

Kim  was  recently  named  one  of  the  top  20  digital  marketing  strategists  for  2015  by  the  online  marketing  institute.  Here,  at  Genoo,  we  offer  online  marketing  tools  and  marketing  automation,  to  small  and  midsize  businesses.  

We  also  work  with  business  to  supercharge  their  online  marketing,  and  build  and  augment  their  marketing  teams  at  ContentZAP.com  

Hope  you'll  check  that  out.  Webinars  replays  of  past  sessions  are  also  on  the  blog,  at  ContentZAP.com.  With  that,  I  am  going  to  turn  things  over  to  Kim,  and  Kim,  take  it  away.  

Kim  Albee:    Great.  Thank  you  very  much,  Margaret.  Welcome,  everybody.  

Today,  we  have  a  lot  of  ideas  put  together  for  you,  a  lot  of  great  information  and  some  really  good  takeaways  at  the  end  that  are  really  practical  tips  for  you  to  work  with  and  help  you  implement  the  things  we're  going  to  talk  about  today.  

Let's  just  go  over  a  really  quick  agenda  of  what  we're  going  to  talk  about.  Basically,  we're  going  to  go  over  the  basic  flow  of  online  attraction.  

We're  going  to  talk  about  the  lead  generation  formula,  the  kind  of  content  that  you're  going  to  need.  We're  going  to  talk  about  how  to  eliminate  the  headaches  of  generating  leads.  

We're  going  to  talk  about  the  importance  of  follow-­‐up  and  how  to  do  it,  save  time,  and  get  better  results.  We're  going  to  show  you  real-­‐world  examples  so  you  can  see  what  we're  talking  about.  We  bring  it  right  down  to  the  feet-­‐on-­‐the-­‐street  level.  Let's  get  going.  

The  Basic  Flow  of  Online  Attraction  Here's  the  basic  flow  of  online  attraction.  You've  got  people  coming  in  and  finding  you  on  search.  You've  got  people  finding  you  on  your  social  networks  and  your  media  platforms.  

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Why  we  split  those  out  (i.e.  social  networks  vs.  media  platforms)  is  because  we  just  did  three  webinars  in  February.  If  you  weren't  on  them,  I  invite  you  to  go  to  our  blog,  and  look  at  the  posts  and  the  video  on  them.  

There's  a  distinction  between  social  networks  and  social  media  platforms.  Where  you  can  distribute  your  content,  we'll  talk  about  that  some  today,  but  as  people  find  you  out  on  social,  that's  the  other  place  that  your  stuff  gets  found.  Then,  you  might  have  directory  listings,  depending  on  the  kind  of  business  that  you  are.  

If  you're  a  local  business,  you're  going  to  have  some  listings  out  there.  All  of  those  things  push  traffic  to  a  landing  page,  ideally,  not  to  your  home  page  but  to  a  landing  page.  From  there,  they  can  go  into  your  website.  They  can  go  further  into  your  blog,  but  now,  they're  brought  to  you.  

When  they're  brought  to  you,  what  you  most  want  them  to  do  is  have  them  find  something  they  like  and  complete  an  opt-­‐in  form,  complete  a  lead-­‐capture  form.  Then  they  go  into  a  lead  database,  not  into  an  inbox  somewhere.  

They  go  into  a  centralized  lead  database  that  allows  you  to  track  everything  they  do,  to  take  actions,  automatically,  that  can  personalize  based  on  what  it  is  they're  engaging  with.  

That's  basically  the  flow  and  some  of  the  underpinnings  of  what  you  really  want  to  be  doing  here  to  get  the  most  bang  for  your  buck  on  your  presence,  on  your  online  presence  and  with  your  content.  

They  could  also  call  you.  They  could  also  call  you.  Hopefully,  those  phone  calls  don't  just  sit  in  a  Post-­‐It  note  or  on  a  notepad  on  your  desk,  but  that  you  take  that  information  from  the  phone  calls.  

You  get  that  also  into  your  centralized  lead  database,  where  you  can  then  be  in  communication  and  things  like  that  and  track  those  engagements  and  interactions.    

Lead  Generation  Is  Easy.    It  follows  a  Formula.  We're  going  talk  about  the  lead  generation  formula,  because  lead  generation  is  something  that  everybody  needs  to  engage  with.  

Everybody  needs  to  look  at  how  do  I  build  my  list,  how  do  I  use  content  to  really  attract  people  and  get  them  engaged  with  me,  and  understanding  what  it  is  that  we  do  that  can  make  a  difference  for  them.  

What  I  want  you  to  know  is  lead  generation  is  easy.  It  follows  a  formula.  Let's  take  a  look.  There  you  go.  Most  of  you  are  probably  going,  "What?  Algebra  was  tough  for  me,"  or  "Math  isn't  my  thing.  What  are  you  doing  with  this  formula?"  

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We're  going  to  take  it  step  by  step  for  you.  Let's  just  break  it  down.  One  step  at  a  time,  L  =  A  x  P.  Leads,  (L),  are  a  product  of  your  target  audience  A)  and  the  problems  (P)  that  your  products  and  services  resolve.  

If  you're  perceived  as  resolving  problems  well  and  providing  solutions  that  are  helpful,  you're  going  to  get  more  leads,  because  people  are  going  to  want  your  content.  

How  you  get  their  attention  is  with  an  offer  (O),  something  that  they  perceive  as  valuable  enough  to  give  you  their  email  address.  We  call  this  an  "attractor"  or  a  "lead  magnet"  or  a  "call  to  action,"  or  CTA.  All  of  those  speak  to  this  thing  called  an  "offer."  

How  they  evaluate  your  offer.  This  is  how  they  evaluate  it.  We're  going  to  keep  talking  about  and  turning  the  focus  from  you  to  your  audience.  This  is  how  they  evaluate  your  offer.  Whatever  content  you  put  in  front  of  your  leads,  they  look  at  it  like  this.  Does  it  interest  them?  Is  it  easy  to  access?  

What  I  mean  by  that  is  if  you  put  a  lead-­‐capture  form  in  front  of  people,  does  it  ask  for  everything  including  the  kitchen  sink?  Their  first  name,  their  last  name,  their  address,  their  city,  their  state,  their  country,  their  website,  their  first-­‐born  child  …    

Does  it  ask  for  everything,  or  do  you  make  it  easy  for  them  to  get  at  your  content?  If  you  ask  for  things  too  early  and  too  much,  they'll  just  lie,  and  now,  you're  in  a  worse  situation,  because  you  have  bad  data  in  your  database.  

The  third  thing  they  look  at  is,  are  you  credible?  Do  they  trust  you?  Do  you  have  authority  in  the  subject?  Having  great  content  out  there  that  people  can  find,  and  locate,  and  engage  with  and  start  to  really  utilize,  builds  your  authority,  builds  your  trust.  

Your  content  creates  a  body  of  work,  and  this  is  something  that  we  also  talked  about  in  our  February  webinars  with  Nick  Kellet,  but  that  something  that  you  want  to  look  at.  How  do  I  build  that  credibility,  that  trust  factor?  

Then,  weigh  all  of  those  things  against  how  much  risk  they  perceive  in  accepting  your  offer.  What's  the  risk  to  them,  right?  If  you're  asking  for  everything  plus  the  kitchen  sink,  it  might  be  perceived  as  too  much  risk,  and  people  won’t  take  your  offer.  

In  fact,  Marketing  Sherpa  has  even  shown  that  the  more  things  you  have  in  your  capture  forms  for  somebody  to  fill  out,  the  more  friction  you  create,  and  the  less  likely  they're  going  to  be  to  take  that  step.  

You  want  to  think  about  that.  It's  like  when  you  go  to  a  party,  and  you  meet  people,  you  don't  ask  them  everything  about  themselves  when  you  first  meet  them.  You  learn  their  name,  "Thank  you.  Hi,  I'm  Kim.  How  are  you?"  Right?  

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But  you  don't  say,  "Where  do  you  live,  what's  your  address,  how  many  kids  do  you  have,  where  were  you  born,  where  did  you  go  to  school?"  

You  don't  ask  all  that  stuff,  so  why  on  earth  would  we  do  that  in  the  digital,  online  world?  Think  about  it.  Why  you  ask  it,  and  I'll  answer  it  really  quickly,  why  you  ask  it  is  because  you  are  self-­‐focused.  

You're  focused  on  what  you  want,  not  what  they  want.  You've  got  to  really  start  to  flip  that  around  and  say,  they're  in  the  driver  seat  of  the  buying  process.  You're  not,  they  are.  

What  are  you  going  to  do  to  engage  with  them,  and  inspire  them,  and  really  get  them  moving  in  the  direction  where  they  actually  love  the  stuff  that  you're  doing?  You've  just  got  to  think  about  that.  

Lead  gen  follows  a  formula,  right?  But  you  want  to  think  about  things,  that's  not  all  there  is  to  it.  To  be  effective,  you've  got  to  bring  something  more  to  the  table.  

You  can  follow  the  formula,  but  to  be  effective,  you've  got  to  bring  your  experience.  You've  got  to  bring  your  experience  of  your  market,  your  experience  with  marketing,  your  experience  with  life.  

You've  got  to  bring  your  experience  to  the  table.  It  takes  creativity.  It's  not  just  by  the  numbers,  and  data,  and  all  the  analytics,  and  having  a  data  head  run  your  marketing.  

It's  more  around,  how  creative  can  you  be  about  getting  people's  attention?  About  engaging  with  them  on  a  level  that  they  love,  either  cajole  them,  have  some  humor,  go  after  fears.  

There's  lots  of  it,  we're  going  to  explore  all  these  things,  and  what's  your  creativity?  Right  on  top  of  that,  I  want  to  add  curiosity.  Are  you  curious  about  your  target  market?  

Are  you  curious  about  what  engages  them,  are  you  curious  about  what  real  problems  do  they  have?  Are  you  curious?  As  a  marketer,  I  am  infinitely  curious  about  all  kinds  of  things.  

I  love  to  read,  all  kinds  of  stuff.  I'm  getting  ready  to  go  on  a  vacation,  and  I'm  going  to  read  non-­‐fiction.  I'm  going  to  be  reading  a  book  on  buyer  personas  while  I  am  gone.  

I  know  you  guys  are  probably  rolling  your  eyes  like,  "What?  I  would  never  do  that."  Here's  the  thing,  when  you're  curious  about  your  industry,  your  marketplace,  you  learn  things.  

You  start  thinking  differently,  you  start  bringing  everything  in.  What  are  your  competitors  doing?  What  is  the  body  of  content  out  there,  and  does  it  work?  

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Is  it  useful?  What  can  you  add  to  the  conversation?  Curiosity  really  allows  you  to  look  at  that.  Insights,  do  you  have  a  way  to  understand  data,  to  understand  insights  that  you  get?  

I'm  going  to  share  some  insights  with  you  about  this  webinar.  One  of  the  things  that  we  know  is  that  of  all  the  people  that  came  in  for  this  webinar,  72  of  you  are  from  another  webinar  that  we  did  with  YP,  for  instance,  Yellow  Pages.  

You  came  in  from  one  of  those.  32  of  you  are  new  leads,  based  on  this  webinar,  we've  never  seen  you  before,  you've  never  seen  us  before.  You  came  in  and  became  a  lead,  just  for  this  webinar,  we  know  that.  

Also,  there's  other  statistics  that  I  am  going  to  share  with  you,  but  do  you  have  insights  about  that?  We  know  how  many  people  that  are  on  this  webinar  right  now,  we  know  how  many  of  you  registered  into  other  webinars,  and  which  ones.  

It's  fascinating,  when  you  can  see  specific  engagement,  and  where  activities  come  together,  and  you  can  do  so  easily  and  pull  that  information,  you  get  insights  that  help  you  develop  new  content,  new  campaigns,  different  sorts  of  things,  OK?  

Now,  it  takes  a  mindset.  I've  pointed  at  mindset  in  many  of  these,  curiosity,  creativity,  mindset.  It's  like,  are  you  can  do,  or,  "Oh  my  God,  I've  got  to  get  this  done."  

You  want  to  look  at,  what  is  it  that  drives  you?  Is  it,  we've  got  to  get  this  newsletter  out  the  door  now,  so  hurry  up,  we've  got  to  get  this  stuff  done,  and  you're  just  racing  to  beat  the  clock,  or  are  you  actually  looking  at  it  beyond  the  single  campaign?  

What's  going  to  be  the  body  of  work  that  you  can  add  to  your  industry,  and  really  start  to  garner  that  credibility,  and  garner  the  leads  and  the  interest,  and  the  engagement?  

The  Content  You  Need  To  Engage  Leads  Let's  explore  the  content  that  you  need.  We've  laid  the  groundwork  for  why  content  is  so  important,  now,  what  kind  of  content  do  you  need?  

You  want  content  that  will  feed  your  traffic  sources,  right?  You're  going  to  want  to  re-­‐purpose  and  reuse,  and  use  content  and  generate  content  for  distribution  out  to  media  platforms  like  YouTube  and  Scribd,  and  Issuu  and  SoundCloud.  Those  are  media  platforms.  

You're  also  going  to  want  content  that  will  go  out  to  your  Twitter  feed,  and  your  LinkedIn  profile,  and  the  social  networks,  your  Facebook  page.  The  social  networks  where  your  content  revolves  around  you,  around  your  brand,  because  people  know  the  brand,  they  know  you,  you're  going  to  see  your  content.  Whereas  on  media  platforms,  people  revolve  around  the  concept.  People  are  searching  for  things  

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YouTube  is  the  second  most  used  search  engine,  second  to  Google,  and  Google  owns  both  properties.  You  want  to  put  your  software  people  are  searching,  where  they  can  find  you,  and  we  have  a  really  interesting  example  of  this  near  the  end  of  the  webinar  that  you're  not  going  to  want  to  miss.  

Now,  if  you're  in  the  local  business,  you  might  also  be  on  directory  listings  like  Yelp  or  Google  Local,  things  like  that.  You're  going  to  have  that.  Now,  the  other  content  you  need  is  on  your  website.  

You  are  going  to  have  multi-­‐page  content,  you're  going  to  have  blog  content,  you're  going  to  have  downloads  and  call  to  action  content,  things  that  people  will  give  you  their  name  and  email  address  for,  and  that  themselves  to  your  list.  You're  going  to  have  content  there,  right?  

Finally,  you're  going  to  want  to  have  a  capacity  to  capture  leads,  to  put  a  lead  capture  form  in  front  and  be  able  to  have  those  people  go  into  a  database.  

When  they  go  into  the  database,  automatically,  they  get  taken  to  a  thank  you  page,  or  they  get  a  thank  you  email,  and  then,  they  get  an  email  that  says,  "Here's  that  thing  you  asked  for,"  and  now,  you  have  verified  that  the  email  address  they  gave  you  is  good.  

You  One  all  that  to  work  together  for  you,  and  of  course,  once  they  are  in  your  central  lead  database,  you  want  to  have  tracking  and  all  the  things  that  let  you  know  just  how  interested  they  are.  It's  a  progression,  and  with  the  right  set  of  tools  like  what  Genoo  offers,  it  can  be  automated.  

Which  is  really  nice  if  you're  a  small  and  midsized  business  and  you  have  a  small  marketing  department,  or  you  are  the  marketing  department,  you  want  to  be  as  effective  as  you  can  be.  

Tools  like  Genoo.  You  can't  do  this  without  having  automated  tools.  Having  a  bunch  of  different  tools  just  makes  it  harder,  because  you  have  to  go  into  each  different  tool,  and  then  all  your  metrics  are  all  over  the  place.  

You  really  want  to  have  a  centralized  set  of  integrated  set  of  tools  that  help  you  accomplish  the  stuff  that  we  are  going  to  outline  here.  

The  Three  Flavors  of  Content  Let's  look  at  what  kind  of  content.  There's  three  flavors  of  content.  There's  content  that  focuses  on  gain,  pleasure  or  aspirations,  right?  You're  in  that  Zen  place,  it's  good  stuff.  

What  does  your  target  audience  most  want  and  desire?  Do  they  have  aspirations  that  you  can  tap  into,  get  that  professional  prestige  or  get  these  accomplishments  and  be  at  the  top  of  your  peer  set?  If  life  were  good  for  your  target  audience,  how  would  it  look?  

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That's  what  you're  answering,  how  would  it  look?  You're  giving  them  things  that  would  let  them  visualize  that,  and  move  into  that  world,  and  they  want  more  of  that.  That's  one  flavor  of  content.  

Now,  there's  another  kind  of  content  that  lays  out  the  logical  argument  or  perspective.  You  look  at  the  pros  and  the  cons.  You  show  them  return  on  investment  of  your  solution  over  your  competitor's  solution.  

You  provide  a  checklist  that  will  have  them  see  the  benefits  of  your  product  and  service  in  ways  that  make  sense  for  them,  right?  You  give  them  proof  of  success  through  customer  case  studies,  reviews  and  testimonials,  it's  a  logical  argument  that  you're  building  there.  It's  very  thoughtful,  right?  

Now,  the  third  kind  of  content  is  content  that  highlights  fear  or  pain  that  your  audience  is  or  could  be  experiencing.  You  empathize  with  them  about  a  specific  pain  they  are  experiencing,  given  their  situation.  You  tell  a  story  that  they  can  relate  to.  You  illustrate  just  how  bad  it  can  get  if  they  don't  take  action  soon,  OK?  

Now,  you're  not  a  jerk  about  it,  right?  You're  not  a  jerk,  but  you're  appropriate  to  really  spelling  out  the  stuff,  and  you  want  to  provide,  you  could  provide  success  and  failure  sets  of  case  studies  of  who  succeeded,  because  they  took  action,  and  someone  who  failed,  because  they  didn't,  right?  

You  can  show  that,  because  human  beings,  quite  frankly  when  things  are  all  good,  and  things  are  just  going,  we  don't  question  anything.  

We  just  think,  "All  right,  isn't  this  great?  Life  is  grand,  I  love  this.  This  is  perfect,  I've  been  waiting  for  this,  it's  great."  It's  not  until  we  get  hit  in  the  head,  slammed  up  against  the  wall,  something's  right  in  our  face  that  we  actually  deal  with  some  of  our  most  pressing  things.  We  ignore  them  up  until  then,  but  then,  when  they  get  our  attention,  we've  really  got  to  act.  

What  this  does  is,  this  kind  of  content  stirs  the  pot  a  little  bit.  What  I  also  know  is  that  people  hate  to  produce  this  kind  of  content.  A  lot  of  marketers,  a  lot  of  business  owners,  you  want  to  keep  everything  rosy  and  great.  You  don't  want  to  really  stir  the  stick  much.  If  you  eliminate  this  kind  of  content,  you  are  eliminating  a  lot  of  potential  for  engagement.  

Let's  just  look  at  it  this  way.  What  do  you  think,  which  flavor  is  the  most  effective  and  inspiring  action?  Is  it  gain  in  pleasure  aspiration  content,  is  it  logic  and  reason  content,  or  is  it  fear  and  pain?  

What  do  you  think?  I'm  going  to  give  you  a  moment,  write  it  down  on  your  little  sheet  of  paper  what  you  think,  your  vote,  for  which  one  it  is,  and  let's  look.  

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How  many  of  you  said  gain  pleasure  and  aspiration?  Appealing  to  gain,  pleasure  or  aspiration  comes  in  at  number  two,  that's  the  second  thing  that's  going  to  be  what  will  get  people's  attention  the  most.  Now,  here  we  go.  Fear  and  pain  causes  the  action  the  majority  of  the  time,  studies  show.  

Studies  show  that  fear  and  pain  causes  action  the  majority  of  the  time,  and  then  we  quickly  follow  with  the  logic  to  support  our  choice.  Think  about  buying  a  car.  You  find  a  car  you  really  like,  and  as  soon  as  you  decide  what  you  really  like,  you  start  getting  attracted  to  a  car,  you  see  it  everywhere  on  the  road,  don't  you?  

You  see  how  many  of  them  there  are.  "Oh,  there's  that  one.  Oh,  I  like  that  color."  All  of  that,  you  see  it  everywhere,  right?  And  it's  an  emotional  deal.  Everybody  makes  decisions  emotionally.  It's  just  the  way  decisions  are  made.  

In  fact,  I  saw  a  thing  on  CBS  Sunday  Morning,  this  is  over  a  year  ago,  and  they  were  looking  at  this  guy  who  had  to  have  brain  surgery  to  get  a  tumor  out.  

The  brain  surgery  went  very,  very  successfully.  They  removed  the  whole  tumor,  but  this  guy  would  sit  for  hours,  looking  at  his  closet,  just  trying  to  figure  out  what  tie  to  wear.  What  happened  in  the  surgery,  and  what  they  didn't  know  at  the  time  was,  something  happened  in  the  brain  surgery  that  eliminated  this  guy's  ability  to  feel  emotion.  With  the  absence  of  feeling  emotion,  he  couldn't  make  a  decision.  

That's  how  important  emotions  are  to  decision-­‐making  processes.  That's  why  gain,  aspiration,  and  pleasure,  or  fear  and  pain  are  the  two  that  elicit  action,  where  logic  and  reason  is  what...we're  very  logical.  We  don't  make  any  emotional  decisions.  Yes,  you  all  make  emotional  decisions,  but  then,  you  really  quickly  follow  it  up  with  all  the  logic.  

This  car  is  the  best  one,  because  it  has  a  very  low  rate  of  repairs  and  blah,  blah,  blah,  blah,  blah.  You're  going  to  come  up  with  what  exactly  it  is  to  make  it  look  like  you're  making  the  best  and  most  informed  decision  you  can  make.  That's  just  the  way  human  beings  operate.  

All  of  these  pieces  of  content  are  valuable.  They  all  serve  a  really  good  purpose.  You've  got  to  consider  how  you  use  all  of  them  in  your  content  strategy  if  you  want  to  maximize  your  results.  

Content  Done  Well  Content  done  well  connects  on  an  emotional  level,  is  appropriate  given  where  the  lead  is  in  their  buying  process.  If  they're  at  the  very  beginning  of  the  buying  process,  you  have  questions  that  are  very  different  than  at  the  end.  We're  going  to  illustrate  this  in  a  second.  

You  want  to  guide  the  lead  in  their  buying  journey.  Here's  the  thing  that  most  people  forget.  You  do  a  blog.  You  just  blog.  People  come  in  and  read  it.  Great.  You  forget  to  ask  

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them  to  take  action.  If  somebody's  interested  in  your  blog,  what  do  you  want  them  to  do?  

What  do  they  most  want  to  do?  You  want  them  to  contact  you.  They're  not  going  to  do  it.  That's  like  one  percent  of  people  at  your  site  will  do  that,  that  they're  actually  ready  to  talk  to  people.  Think  about  it.  You  walk  into  a  store.  

What's  the  first  thing  the  salesperson  says  to  you?  "May  I  help  you?"  What's  the  immediate  reaction  that  you  say  back?  That's  right.  You  just  said  it  in  your  head.  "No,  thank  you.  I'm  just  looking."  

What  you  want  to  do  is  you've  got  to  ask  them  to  take  action  along  the  way.  Don't  drop  that  piece  out.  That  helps  you  build  authority,  relationship,  and  trust.  It  will  result  in  more  customers.  

You  want  to  match  content  to  their  buying  stage.  You  want  to  not  just  educate.  You  want  to  guide.  Marry  your  goals  with  their  needs,  issues,  challenges,  or  aspirations.  It's  not  just  about  your  goals.  

It's  not  just  about  getting  them  to  click.  It's  not  just  about  getting  people  to  come  to  a  webinar.  It's  about  giving  away  the  things  that  are  really  valuable,  that  are  going  to  make  a  difference  and  are  going  to  help  you,  help  your  audience.  

You  want  to  design  and  assemble  content  pathways  that  give  leads  what  they  want  and  deliver  on  your  end  game.  That's  why  when  you  post  a  blog  post,  it  isn't  just  "Hey.  Read  this.  Have  fun."  

It's  "Read  this.  Hey.  We've  got  a  checklist  for  you  that  totally  allows  you  to  implement  that.  You  want  to  download  it?  Great.  Give  me  your  name  and  email."  It's  that  kind  of  thinking.  

Here's  how  you  match  content.  We're  not  going  to  go  into  this.  We  have  things  you  can  download  [laughs]  on  our  blog.  Basically,  you  can  go  to  bit.ly/content-­‐pathways,  with  a  hyphen  in  between,  for  a  content  pathway  how-­‐to  guide.  It  goes  through  all  of  this.  

Basically,  you  can  see  that  if  you're  early  on  in  the  buying  process,  you  go  through  early  investigation,  opinion,  and  decision.  We  shorten  the  buying  stages.  Some  people  have  it  out  into  seven  or  eight  stages.  We've  shortened  it  to  four.  

The  conversations.  There  are  only  four  kinds  of  conversations  that  people  have  at  any  given  stage.  They  have  one  about  benefits,  questions  that  they  have.  There  are  emotional  sorts  of  conversations  you  can  have,  and  then  there  are  "stay  in  touch"  conversations.  

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You  want  to  define.  You  want  to  cover  your  content  across  the  board.  I'm  going  to  leave  it  at  that.  Go  out  there  and  get  the  content  pathways  guide.  I'll  have  it  at  the  end,  as  a  link,  as  well.  

Creating  your  offer,  that  attractor,  the  thing  that  you're  going  to  get  people  to  come  in  through.  You  want  to  identify  the  target  audience  you  want  to  attract.  We  could  say  understand  by  looking  at  your  personas.  Personas  are  a  lot  of  work.  

Here's  the  thing.  Most  people  don't  do  them  right.  They  don't  do  them  in  a  way  that  yields  results  that  literally  are  like  butter  when  you  go  to  design  your  content.  

To  that  end,  we  have  a  blog  post  on  personas,  that  I'm  going  to  give  you  a  link  to.  You  can  go  get  a  little  quick  start  guide  that  you  can  walk  through.  

Secondly,  we  have  arranged  a  webinar  on  March  26th  with  Adele  Revella,  who  is  the  authority  on  personas  and  persona  development.  She  has  a  new  book  out.  We're  going  to  have  a  special  offer  about  how  you  can  go  through  her  process.  

She's  got  a  process.  It  yields  results.  If  you're  interested  at  all  in  how  to  really  understand  your  target  audience,  you're  going  to  want  to  be  on  that  webinar.  That's  out  at  contentzap.com  site.  Enough  pitch  about  that.  

You  want  to  identify  the  target  audience  that  you  want  to  attract.  Write  down  their  top  three  issues  and  challenges  that  your  product  and  service  or  solution  solves.  You  may  very  easily  be  able  to  get  to  that,  or  you  may  need  to  interview  people  to  get  to  that.  

You  want  to  really  understand  it.  If  you  can  understand  it  in  their  language,  in  the  language  that  your  audience  uses,  not  what  you  shorthand  it  into,  but  what  your  audience  uses,  it  will  connect  even  better.  

What  are  the  top  three  questions  they  really  want  the  answers  to?  You  should  write  these  three  things  down.  We'll  give  you  the  replay.  You  should  write  these  three  things  down.  This  is  something  you  could  take  action  on  immediately  following  this  webinar.  

If  you  don't,  then  the  webinar  just  lives  like  a  good  idea  rather  than  something  that  really  made  a  difference  for  you.  Write  these  things  down.  You  want  to  answer  those  things.  If  you  have  those,  you  can  then  create  something.  

Ideas  for  your  lead  magnet,  your  attractor,  your  CTA  content.  You  could  do  a  cheat  sheet.  People  love  cheat  sheets,  by  the  way.  You  love  them.  Quick  start  guides,  you  love  those  too.  Assessments,  checklists,  white  paper,  webinar,  video,  case  study,  e-­‐books,  all  of  those  things.  

Ideally,  it's  got  to  be  really  good.  You  can't  just  give  them  surface-­‐level  stuff  that's  not  really  going  to  matter,  and  then,  going  to  leave  them  with  "Gosh.  That  was  great,  but  it  only  got  me  an  inch  down  into  a  30-­‐foot  pile."  

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You  want  to  give  them  something  that's  really  good,  some  of  your  best  content.  The  shorter  and  more  to  the  point,  the  better.  People  should  be  able  to  consume  it  in  10  minutes  or  less.  Think  about  that  as  just  general  guidelines  of  how  you  create  this.  

You  want  to  also  build  a  corresponding  call  to  action.  You  might  have  a  great  document,  a  great  PDF.  If  you  don't  build  a  really  good  way  to  attract  people  to  it,  then  it'll  remain  in  your  library.  

It  will  be  very  safe  there,  because  nobody  will  see  it.  What  you  want  is  you  want  to  build  a  headline  that  gets  attention  and  action.  

There  are  some  really  great  books  on  this.  We've  made  some  recommendations  on  that  front.  There  are  some  really  good  books  that  help  you  understand  the  formula  for  a  headline.  It  invokes  curiosity,  or  it  pokes  at  a  pain  with  a  hint  of  relief.  It  can  provide  hope.  Again,  those  are  the  three  conversations.  

It  can  motivate  desire  to  achieve.  Clicking  through,  this  is  where  you  want  to  leave  them.  No  matter  what,  when  they  read  that  headline  or  that  email  subject  line,  clicking  through  is  the  path  they  want  to  take.  Make  no  mistake.  It  will  work  if  that  is  the  action  that  you  want  and  they  take  it.  

The  Last  Element  of  the  Lead  Generation  Formula:  Frequency  The  last  element  of  the  lead  generation  formula.  I  know  that  you  all  knew  that  there  was  still  this  "F"  on  the  lead  generation  formula  from  the  very  first  slide  that  I  gave  you.  

You  were  wondering,  "What  ever  happened  with  that  F?"  I'm  kidding,  because  I  know  that  you  guys  just  went  into  overwhelm  as  soon  as  you  saw  the  whole  thing.  

We've  covered  all  of  it  but  the  F.  What  the  F  is  is  frequency.  If  you  touch  someone  only  once,  they'll  not  remember  you.  This  is  what  we  have  to  say  about  A/B  testing,  by  the  way.  You  work  so  hard.  If  you're  an  SMB  marketer,  small  and  midsize  business  marketer,  you  work  so  hard  to  create  one  email.  

Why  would  you  create  two,  and  then,  only  send  them  out  to  a  very,  very,  very  small  subset?  Whichever  one  performs  better,  which  is  still  within  the  margin  of  error  for,  probably,  your  size  of  list,  you  then  eliminate  one  and  send  everybody  the  other  one.  Why  would  you  do  that?  

Why  wouldn't  you  use  both  of  them  and  touch  people  two  times?  Just  give  a  couple  days  in  between.  Oftentimes,  what  we've  seen  is  people  get  more  results  off  the  second  email,  no  matter  what  the  second  email  is.  Why?  Because  this  whole  frequency  thing  is  at  play,  the  number  of  times  your  lead  sees  the  offer  before  they  take  action.  

We  sent  out  a  number  of  emails  about  this  webinar.  We  sent  one  this  morning.  We  sent  one  this  morning  and  we  got  24  new  registrations  for  the  webinar  this  morning.  Y'all  

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who  did  that  this  morning,  I  love  it,  but  you  saw  the  webinar  invite  a  number  of  times  before  you  took  action.  Just  look  at  your  own  response  to  the  emails  that  you  receive.  

You  want  to  also  be  smart  and  pull  people  out  of  emails  when  they've  already  registered  so  they  no  longer  get  those  invites,  because  you  know  they  registered.  You  don't  want  to  be  a  pain  in  the  butt  for  people.  You  want  to  be  appropriate.  Again,  you  want  to  have  tools  that  let  you  do  that  seamlessly.  

Where  do  you  use  your  calls  to  action?  You  use  them  everywhere.  You  use  them  on  your  blog  posts.  You  use  them  in  your  directory  profiles.  You'll  use  them  on  your  website.  You'll  use  them  in  links  from  your  media  platform  content.  

For  instance,  after  this  webinar  and  after  the  ones  we  did  in  February,  we  get  a  transcript  of  the  webinar.  We  put  our  branding  around  it.  We  put  a  link  to  the  blog  post  that  contains  the  webinar  replay  in  our  stuff  about  the  blog  post.  

That's  right  at  the  top.  We  create  a  PDF.  We  upload  it  to  Scribd.  We  upload  it  to  our  channel  on  Issuu.  Right  there,  people  who  find  it  can  link  directly  through  and  come  right  into  our  blog.  

On  our  blog,  we  have  a  call  to  action.  You  can  download  a  CTA  quick  start  guide,  or  you  can  download  your  content  chaos  to  pathways  guide  and  things  like  that.  We  have  different  things  that  you  can  do.  

You  want  to  also  use  your  calls  to  action  on  Facebook  or  with  your  Google  ads.  You  want  to  think  through  what  do  you  maximize  in  that  space,  and  then,  you  can  also  use  it  on  retargeting.  Retargeting  is  a  subject  unto  itself.  

Anyone  who  comes  out  to  your  site,  and  then  leaves  your  site,  you  can  follow  them  around  the  web  to  any  site  they  go  to.  They  can  see  your  ads  that  you  build,  that  link  them  right  back  to  your  really  great  call-­‐to-­‐action  offer.  

I  recommend  that  you  start  with  one  offer  or  one  call  to  action,  and  then,  add  a  new  one  every  month  or  every  quarter.  Don't  get  bogged  down,  because  you  don't  have  one.  Just  get  one.  

Do  what  it  takes  to  get  one.  Maximize  the  one,  and  then,  go  on  to  another  one.  Pretty  soon,  you'll  look  back.  You'll  have  all  these  calls  to  action  that  you  can  leverage.  You  can  leverage  them  over  time.  

Here's  an  example  of  one  on  a  blog  post.  This  is  a  customer  of  Genoo's.  You  can  see  they  have  a  blog  post,  but  you  can  also  see  the  call  to  action,  right  there,  over  on  the  right.  This  call  to  action  actually,  when  you  go  over  with  your  mouse,  it  has  a  whole  other  state.  

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You  could  call  this  an  "infographic  call  to  action."  I  don't  know.  It's  fun.  What  you  see  is  that.  When  people  click  on  it,  then  they  go  to  the  download  form  page.  We  also  put  a  CTA  at  the  bottom  of  the  blog.  All  the  way  at  the  bottom  of  the  main  content,  you  also  want  to  see  one  there.  

As  people  read  the  whole  blog,  they  make  it  all  the  way  down  there.  It's  like,  "Hey.  Here's  what  you  do  next.  Here's  the  action  to  take."  Again,  that  has  a  rollover  state,  as  well.  

It's  fun  to  see.  That  automatically  engages.  We  have  had  a  lot  more  engagement  and  button  clicks  and  all  of  that  from  creating  buttons  that  aren't  your  traditional  buttons.  We've  been  exploring  that.  

That  takes  them  all  to  a  landing  page.  The  landing  page  has  a  call  to  action.  With  our  WordPress  plugin,  you  can  create  call  to  actions  that  actually  pop  a  lead  capture  form  right  there.  You  have  your  choice.  

Do  I  want  to  take  them  to  a  landing  page,  or  do  I  want  to  pop  a  little  form  that's  responsive  ready?  If  they  open  on  a  smartphone,  it  opens  in  a  new  tab  for  them  so  that  they  don't  get  lost  trying  to  figure  out  where  the  form  is.  

That's  with  our  WordPress  plugin.  We  make  this  super-­‐easy  for  you.  That's  what  you  want,  as  a  marketer.  You  want  to  be  able  to  create  the  calls  to  action,  get  your  content  when  you  need  to,  and  then  you  want  to  have  them  download.  

Once  they  download,  you  then  want  to  send  them  an  email.  You  don't  want  to  take  them  right  to  the  asset  itself,  you  want  to  get  the  email.  You  want  to  give  them  an  email.  

Why?  Because  now  you  are  validating  and  verifying  that  their  email  addresses  good,  and  now  they're  in  your  list.  Because  you're  giving  them  something  of  value  in  exchange  for  their  information,  make  sure  their  information  is  good.  Now,  they  can  download  this,  but  you  can  also  use  it  to  give  them  another  call  to  action.  

Don't  just  use  your  download  emails  just  as,  "download  this."  If  you  have  other  things  that  they  might  also  be  interested  in,  give  them  a  couple  different  ways  to  go.  

Why  limit  it?  That's  another  option.  You  can  keep  them  very  singular,  "Here  it  is,  go  get  this  thing,"  and  then,  follow-­‐up  with  different  things,  emails  and  sequences  and  we'll  talk  about  that.  

But  you  want  to  maximize  your  thank  you  page  if  you've  got  one.  Now,  if  they  pop  a  form  and  you  submit  the  form,  you  can  just  have  a  message  that  tells  them  to  check  their  inbox.  

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You  don't  need  a  thank  you  page  then.  It's  just  a  matter  of  what's  the  flow  that  you  are  going  to  design,  then,  the  email  is  automatically  sent.  You  have  the  thank  you  page,  and  then  you  have  the  email.  

The  second  thing  you  can  do  is  you  can  use  Facebook  for  traffic.  We  have  Facebook,  we  used  Facebook  three  times  for  the  last  three  webinars,  and  you'll  see,  those  of  you  that  came  in  through  our  Facebook  ad,  you'll  see  this  silly  little  cartoon  that  we  did.  

You  can  see  we've  tried  a  variety  of  formats  and  different  things  for  our  ads,  but  I  will  tell  you  that  since  February  16th,  which  is  when  we  first  started  doing  ads  for  this  one,  turning  lurkers  into  leads,  we  have  generated  123  new  leads  from  Facebook  advertising.  That's  at  the  cost  of  $5.85  a  lead,  on  average.  

Given  that  it's  $5.85  a  lead  on  average,  it's  one  of  the  best  places.  You  can  really  customize  your  audience,  you  can  tailor  it  right  into  your  particular  audience  of  people  that  would  be  interested  in  the  kind  of  content  and  the  kind  of  solutions  that  you  provide,  and  that's  what  we  did.  Those  are  our  ads,  just  images.  They're  really  easy  to  create,  these  ads,  just  the  graphic  part  using  Canva.  

Because  that's  what  we've  been  exploring,  we  like  to  explore  tools  that  don't  require,  necessarily  a  graphic  designer.  Now,  you  may  look  at  our  ads  and  wish  we  had  used  a  graphic  designer,  basically,  they  are  working,  and  they  work  really,  really  well.  We  use  Canva  to  create  them,  because  we  wanted  to  explore,  "Do  I  always  need  to  have  Photoshop  and  all  of  that?"  

No,  our  SMB  audience,  we  need  to  show  you  guys  how  you  can  do  things,  and  do  them  easily  without  having  all  the  software  and  all  the  expertise  and  a  PhD  in  graphic  design,  right?  Now,  this  is  all  measurable  traffic  coming  from  Facebook,  and  I  can  see  conversion  effectiveness,  too.  

It's  very,  very  good.  You  can  think  about  using  your  content  there,  and  play  with  your  content.  The  first  time  I  chose  a  really  silly  cartoon  for  using  content  to  attract  customers,  I  laughed  when  I  saw  this.  

Now,  I  don't  know.  It  didn't  poll  quite,  as  well  as  her  other  two.  Here,  we've  got  this  lemur  eating,  it's  about  info  snacking,  and  here  turning  lurkers  into  leads.  

But  you've  just  got  to  play  with  this.  You  can  do  multiple  graphics  in  an  ad  set  with  Facebook,  and  they'll  rotate  them  and  determine  which  one  is  most  effective,  play  with  that,  too,  it's  pretty  fun.  

Margaret:    Kim?  

Kim:    Yep.  

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Margaret:    Kim,  excuse  me.  I  just  wanted  to  clarify  something.  We've  gotten  a  couple  of  questions  about  Canva,  and  Canva  does  have  a  very  nice  free  version.  The  ads  that  you  saw  on  the  prior  page  were  all  created  using  the  free  version  of  Canva.  

You  can  also  pay  Canva  a  nominal  fee  and  get  many  more  templates,  and  they  have  a  boatload  of  templates  that  are  all  pre-­‐loaded.  We  uploaded  these  graphics  and  used  their  own  graphics,  but  you  can  also  use  their  graphics.  I  hope  that's  helpful,  and  I'm  going  back  on  mute  now.  

Kim:    Thanks,  Margaret,  and  thanks  for  the  questions,  you  guys.  Participate  and  ask  questions,  because  that's  what  we  know  what  is  valuable.  We  want  you  guys  to  get  the  most  value  possible  out  of  this  webinar.  

Margaret:    I  am  sitting  here  answering  questions  as  they  come  in,  feel  free  to  keep  firing  them  away  here.  

Guiding  Traffic  That  Lands  On  Your  Homepage  Kim:    Excellent.  The  next  thing  you  want  to  look  at  is,  are  you  guiding  the  traffic  that  lands  on  your  website  home  page?  

Are  you  guiding  them,  or  is  it  just  a  free-­‐for-­‐all?  You've  got  to  ask  yourself  what  you  want  people  to  do.  The  website  that  I'm  showing  you  here,  this  is  exactly  what  we  did  do  here.  

We  said,  "OK,  what  is  it  we  want  people  to  do?"  Visitors  coming  to  the  site,  new  to  HSD  will  click  on,  what,  so  what,  or  now  what.  Those  are  the  three  things  we  want  them  to  do,  one,  two  and  three.  

That's  core  of  the  philosophy  of  their  book  called  "Adaptive  Action,"  are  those  three  questions,  believe  it  or  not.  And  so,  we  want  people  to  take  those  actions  because  that's  the  heart  of  their  philosophy,  I  already  said  that.  

Then  there's  a  fourth  call  to  action  on  the  home  page,  at  the  time,  this  was  back  in  the  fall,  "live  it,"  a  call  to  action  about  their  upcoming  conference  that  happened  in  October.  

They  had  that,  too.  Out  of  those  three,  we  have  a  webinar  that  we  did,  and  it's  a  recording.  We'll  send  it  to  you  guys,  I  can't  remember  what  it  was  called.  

Anyway,  it  goes  through  all  the  statistics  of  what  really  happened  here,  and  digital  marketing  for  marketing  automation  success  is  the  name  of  the  webinar.  We  did  this,  and  we  showed  you  these  examples  with  the  statistics  of  what  leads  got  generated  and  how  that  worked,  and  the  fact  that  actually,  people  do  click  exactly  where  we  want  them  to  click.  

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It's  quite  amazing  when  you  look  at  the  metrics  and  you  can  see  that,  that  you  can  design  this,  you  can  look  at  it,  and  then  you  can  understand,  is  my  conversion  as  effective  as  it  should  be,  or  should  I  modify  that?  That's  the  webinar  replay  you  should  go  watch  if  you  want  all  the  goods  on  it.  

Then  you've  got  the  “what”  page,  and  the  tabs  continue,  what,  so  what,  now  what.  They  have  a  primary  CTA  which  is  questions,  download  your  first  tool.  We're  writing  this.  

Who's  our  audience?  It's  the  person  that's  just  now  learning  about  adaptive  action.  They  might  be  an  organizational  developer,  designer,  OD  consultant,  whatever,  but  they're  the  people  that  are  coming  in  here,  wanting  to  understand  the  concepts.  

Now,  there  are  people  that  have  gone  through  advanced  training  with  HSD,  and  those  are  not  who  we  wrote  this  for.  Those  people  come  in,  they  go  right  to  the  blog,  they  go  right  to  some  of  the  new  tools  that  are  being  written  every  weekend  every  month  by  these  guys,  but  they  don't  necessarily  go  through  this.  This  was  written  specifically  for  people  that  were  new  to  the  concept,  so  we're  introducing  it  to  them.  

Then  we  have  a  second  one  called,  "the  Goldilocks  equation."  Those  are  downloads  and  calls  to  action  that  are  right  on  the  page  of  their  website.  

We  showed  it  to  you  on  a  blog,  we  showed  you  actually  on  your  website,  but  getting  a  lead  is  just  the  beginning.  You've  got  to  follow  up  with  them,  or  they  will  die  on  the  vine.  Consider  this.  

70  percent  of  leads  are  never  followed  up  with,  and  I  know  that  some  of  you  on  this  call  are  in  that  camp.  You  get  them,  but  then,  you  don't  know  what  to  do  with  them.  You  have  good  intentions,  but  months  go  by  and  you  don't  touch  them  at  all.  

Now,  two  percent  of  sales  close  on  the  first  contact,  three  percent  on  the  second,  four  percent  on  the  third,  10  percent  on  the  fourth,  but  81  percent  of  sales  that  close  do  so  on  or  after  the  fifth  contact.  

Here  is  the  shame  of  the  whole  matter,  is  that  only  10  percent  of  businesses  actually  follow  through  to  the  fifth  contact  point  and  beyond,  leaving  81  percent  of  their  potential  sales  to  their  competitors.  That  is  a  shame.  

Now,  it's  a  very  understandable  shame,  because  if  you  don't  have  the  tools  to  let  you  continuously  stay  in  touch,  and  you're  developing  the  content  and  building  that  body  of  work  that  really  engages,  you  don't  have  any  way  to  follow  up  well.  

You  do  a  little  bit,  you  do  fits  and  starts,  all  of  that.  All  you  need  to  do  is  develop  a  pattern,  and  just  keep  adding  to  it,  and  over  time  you  will  have  a  body  of  work  that's  amazing.    

 

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How  to  Follow  Up  With  Leads  How  to  follow  up?  You  just  get  started.  Do  you  call  everybody  that's  a  lead?  Well,  that's  pretty  expensive.  

What  we  recommend  is  that  you  actually  put  together  nurturing  sequences,  sequences  of  emails  they  can  go  out  automatically  based  on  what  leads  have  been  downloaded,  that  are  appropriate  to  what  that  download  is.  

Let's  explore  this  a  little  bit.  You  have  an  offer.  People  come  in  and  they  raise  their  hand,  "Yes,  I  want  that  offer,"  and  they  give  you  your  information  on  the  landing  page.  

They  complete  the  lead  capture  form  and  are  added  to  your  lead  database,  and  automatically  an  email  goes  out  with  the  download,  and  they  are  triggered  into  a  nurturing  sequence.  

What  does  that  sequence  look  like?  If  they  downloaded  an  e-­‐book,  let's  say,  and  you  covered  five  things  in  that  e-­‐book,  then,  you  have  basically  your  first  email  is  welcome,  and  benefits,  and  how  to  read  this  e-­‐book,  how  to  engage  with  it,  right?  

Thank  you  for  your  interest,  all  that.  It  might  have  a  link  to  a  blog  post  that  they  could  look  at,  as  well,  and  the  emails  two,  three,  four,  five  and  six,  because  you  have  five  points,  recast  the  points  from  the  content  piece.  

Look,  most  people  download  your  e-­‐books  and  they  go  into  a  folder,  and  people  really  mean  to  read  them.  They  might  even  print  them  off  and  put  them  on  their  desk,  but  the  majority  of  those  e-­‐books  do  not  get  read,  if  you  want  to  make  sure  the  content  is  consumed,  then,  put  it  together  into  bite-­‐size  chunks.  

Remember,  info  snacking.  If  you  have  questions  about  that,  you  should  go  watch  our  webinar  that  we  did  last  week,  but  basically,  think  about  it  and  chunk  it  out.  

Re-­‐cast,  re-­‐purpose  some  of  those  points  and  go  deeper  with  blog  posts.  Create  some  videos  about  them,  all  kinds  of  things.  But  each  one  of  these  could  go  deeper,  and  include  a  link  to  something  else  that  they  could  engage  with.  

Finally,  you  can  make  another  offer,  into  something  else  that  is  related  or  tangential  to  what  it  is  they  downloaded.  If  they  take  that,  boom,  they  start  into  a  whole  other  one.  Then,  you  can  also  ask  them  for  a  free  consultation,  or  to  get  in  touch,  or  to  set  up  a  meeting  or  whatever.  

You  can  gauge  where  they  are,  because  if  there  at  that  place,  then,  you  want  them  to  be  able  to  jump  right  to  that  place,  not  to  wonder  about  how  to  get  there.  That's  a  nurturing  sequence,  one  idea  for  how  you  can  do  nurturing  sequences.  I'm  going  to  give  you  one  more.  

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This  is  what  we  do  at  Genoo.  All  new  leads  get  a  welcome  series  of  emails.  It's  three  emails.  The  first  email,  look  at  this  one.  That's  only  part  of  it,  and  it's  long,  and  it's  text,  but  all  the  emails,  this  one  basically  says,  "Hey,  welcome  to  Genoo,  make  sure  you  white  list  us.  We've  got  some  really  great  content,  blah  blah  blah."  

It's  that  kind  of  stuff,  and  it  gives  them  a  link  to  some  really  good  content.  One  good  content  piece,  and  it  makes  them  a  promise  about  what  else  they're  going  to  receive.  The  second  email,  and  there  is  a  picture.  Yes,  that  is  me  in  my  waders,  after  we  took  the  dock  out.  

We  have  a  cabin  up  in  northern  Wisconsin  that  is  heaven  for  me.  I  love  it,  I  can't  wait  to  open  it  up  again.  It  closes  every  year,  because  it's  not  available  in  the  winter.  

Anyway,  there  I  am.  What  this  does  is  it  says,  "Hey,  here  I  am.  This  is  me,  this  is  why  I  love  my  cabin  in  Wisconsin,  and  what  it  provides  for  me."  

Now,  you  get  me  a  little  bit  on  a  human  level,  right?  Then,  it  goes  into  actually  giving  them  the  links  to  the  content  that  we  promised  them.  This  isn't  just  crappy  content,  this  is  some  of  our  best  content,  we're  giving  away  to  them  right  away  so  that  they  can  get  to  know  who  we  are.  

The  third  one  continues  to  deliver  that.  It's  a  three  sequence  set  of  emails,  and  it  goes  out  in  three  consecutive  days  to  all  new  leads.  Now,  some  of  you  are  new.  

In  fact,  32  of  you  on  this  webinar  are  brand  new,  and  you  are  receiving  these.  The  statistics  are  interesting.  I  know  that  this  is  going  to  be  a  hard  slide  to  read,  but  here's  the  results  of  the  three  emails  over  time.  

We're  getting  45,  47  and  31  percent  open  rates.  We  get  a  better  open  rate  on  that  middle  one  with  me  and  my  waders,  believe  it  or  not.  But  look  at  the  click  through  rates,  we've  got  a  seven  percent  click  through  rate,  a  10  percent  click  through  rate,  and  a  six  percent  click  through  rate.  You  guys  are  consuming  the  content,  that's  good.  

We  want  you  to,  we're  giving  away  our  best  stuff.  This  is  good  stuff.  If  you're  a  marketer  and  you  want  to  understand  how  to  reach  your  audience,  we  are  giving  you  some  of  the  best  stuff  we've  got.  

And  then  on  top  of  that,  of  even  more  interest,  look  at  the  single  page  views  and  the  multiple  page  views  that  we're  getting  from  people  who  clicked  through  and  came  to  our  site.  

They're  actually  spending  some  time  on  our  site.  That's  fun.  We  recommend  everybody  do  a  welcome  series.  In  fact,  when  you're  getting  started  with  Genoo,  emails  that  you  get  and  success  tips  actually  walk  you  through  how  to  create  you're  welcome  series.  Maximize  your  content.  

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Maximize  Your  Content  Using  Social  Media  Platforms  Now,  I  want  to  talk  to  you  about  going  beyond  just  your  website  or  your  blog,  talking  about  reusing  content  and  social  media  platforms.  Now,  here's  what  I  want  to  highlight.  I  want  to  give  you  an  example.  

Five  years  ago,  five,  I  created  an  iTunes  podcast  channel  for  Genoo,  now  what  will  be  a  little  hard  to  see,  I'm  going  to  highlight  it,  is  you'll  see  that  October  7th,  2010,  up  until  this  February,  in  fact,  February  19th,  I  think.  

February  18th,  is  that  it?  No,  16th.  Right  here,  February  16th,  I  didn't  post  anything.  We  didn't  post  anything  to  this  podcast  channel,  we  just  left  it  for  dead,  right?  

Now,  here's  the  thing  that  amazes  me,  and  why  we're  now  posting  to  it  again.  This  is  why  you  want  to  maximize  your  content  on  social  media  platforms,  this  is  why,  check  this  out.  

Here  are  our  podcast  statistics,  we  use  liberated  syndication,  to  hold  all  of  our  audio  for  podcasts  on  iTunes.  Look  at  the  January  number  there,  112.  112  downloads  of  our  content  happened  in  January  2015,  on  content  that  was  five-­‐years-­‐old.  Holy  buckets,  really?  112  downloads?  

I  don't  know  who  these  people  are,  but  you  could  have  found  us.  Anybody  in  this  webinar  could  have  found  us,  originally,  and  then  come  in.  

Media  platforms  help  you  extend  your  content  life.  You  do  not  know  the  reach  that  you  get  with  those,  and  it  lasts  for  years.  On  social  networks  like  Facebook  or  LinkedIn,  your  content  lasts  for  minutes.  

You  post  something  out  there,  people  see  it,  it  might  be  minutes  or  days  at  the  most,  and  then,  it's  gone  and  it's  out  of  everybody's  had.  But  out  on  social  media  platforms  like  YouTube  and  SoundCloud  and  Scribd,  this  content  is  there  forever,  for  people  to  find  and  engage  with.  

Now,  look  at  our  numbers  in  February,  once  we  started  adding  our  new  things.  That  was  all  of  our  webinars  for  February,  all  of  the  audio  is  out  on  the  iTunes  channel,  check  that  out.  246,  boom,  jump  just  like  that.  We've  got  an  audience  that  people  are  listening,  that's  amazing  to  me.  Moving  on,  because  we're  almost  done.  

Distribute  Content  Beyond  Your  Blog  What  you  want  us  to  distribute  content  beyond  your  blog.  Now,  where  do  you  start?  That's  where  most  people  are  left  with,  "What?  I  don't  understand  how  to  do  this."  I  

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know  when  we  started,  I'm  going  to  out  Margaret  now,  because  Margaret  was  like,  "I  don't  get  it,  I  don't  understand."  

I  did  a  checklist,  because  I  thought,  "I'll  do  a  checklist,  people  so  love  that."  Margaret  looked  at  it  and  was  like,  "Kim,  what  is  this?  No  one  is  going  to  get  this."  I  was  mad,  because  I  had  this  checklist,  and  I  was  going  to  use  it  as  a  call  to  action  guide.  Then,  I  stepped  back  and  I  said,  "Huh,  OK.  Let's  explain  it  all."  

It  became  a  step  by  step  guide  that  basically  tells  you,  "OK,  here's  some  to  get  started  with,  here's  what  they  do,  here's  what  they  are,  and  here's  how  to  use  them."  

We  posted  it  on  our  blog,  that  went  with  the  webinars  that  we  did  in  February,  it's  posted  right  there.  You  can  access  it  through  your  blog,  how  the  info  snack  habit  leaves  your  brand  forgotten.  

You  can  get  right  to  that  blog  post  by  going  to  bit.ly/use-­‐content,  and  go  ahead  and  pull  it.  You  can  look  at  it,  it  is  a  quick  start  guide  for  content  distribution.  For  those  of  you  who  want  to  get  going  with  it,  I  say,  look  at  that,  five  years,  it  was  still  working  for  us.  We  didn't  even  know.  

It's  that  kind  of  thing  that  you  want  to  start  to  leverage.  Expand  your  footprint,  maximize  your  content.  These  are  key  takeaways,  or  resources  is  what  I  was  going  to  change  the  slide  title  two.  

But  if  you  want  to  know  your  audience  persona,  we'll  just  go  down  through  them,  go  to  our  persona  bit.ly/persona-­‐blog,  you  can  go  to  our  personas  and  download  a  worksheet.  

Sign  up  to  attend  our,  "Beware  of  buyer  personas,  the  cow  is  on  the  ice."  Meaning,  buyer  personas  are  so  popular  right  now,  and  there  is  so  much  content  about  them,  because  everybody  is  jumping  on  that  bandwagon,  that  a  lot  of  them  get  developed,  and  then,  they  are  never  used,  and  they  are  up  on  the  shelf,  and  you  spend  all  this  time  and  energy  to  develop  them.  

There's  all  these  questions  about  whether  or  not  they  are  even  useful.  I  can  tell  you  they  are,  and  we've  set  up  a  webinar  for  you  guys  with  Adele  Rivela,  who  is  the  number  one  persona  authority  out  there.  

She  has  a  process  that  you  can  use,  and  yeah,  if  there's  somewhere  you've  got  to  roll  up  your  sleeves  and  get  to  work,  this  is  the  place  to  do  it,  because  if  you  do  it  well,  it  makes  all  the  difference  in  the  content  that  you  then  produce.  

You  want  to  make  the  job  easy  for  yourself?  You'll  be  on  this  webinar,  and  you'll  start  that  process.  Now,  the  third  one.  Use  your  persona  work  to  develop  your  offer,  your  contents.  

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If  you  want  to  understand  content  pathways  and  how  to  think  about  them  to  design  your  content,  there  is  a  link  for  you.  They're  going  to  walk  you  right  through  how  to  do  that.  

Experiment  with  the  flavors  of  content,  and  test  for  what  works  best  with  your  audience.  Now,  calls  to  action.  CTAs  are  missing  from  most  marketing,  right?  Make  them  mandatory.  Become  an  authority  by  guiding  your  leads.  If  you  give  them  too  many  options,  it's  like  holy  buckets,  drinking  from  a  fire  hose.  

Let's  guide  you.  Let's  let  you  implement  a  thing  at  a  time.  Let's  help  you  through  that,  let's  answer  your  questions.  That's  what  makes  a  difference,  right?  

Go  out,  you  can  go  to  ContentZAP.  We  do  have  downloads  for  CTA  quickstart  guide,  a  lot  of  you  have  already  downloaded  it.  Now,  automate  your  marketing  technology  and  make  sure,  make  it  easy.  

We've  built  it  for  SNB,  marketing  automation,  that's  Genoo.  Check  out  Genoo.com;  ask  us  for  a  30  day  free  trial.  We'll  design  a  30  day  initiative  with  you,  and  you  will  see  it  work  for  yourself.  

Do  it,  and  complete  the  online  digital  marketing  certification  curriculum.  We  have  a  seven  part  curriculum  for  digital  marketing  that's  actually  a  certification  course  offered  by  the  online  marketing  institute.  

Go  and  sign  up  and  take  it.  You  can  buy  it  from  them,  we  just  developed  it,  we  work  with  them  a  lot.  We  love  what  they're  up  to  in  their  education  charter,  you  also  can  do  that.  

With  that,  I  want  to  take  any  questions  and  we  have  some  time  for  some  questions.  Margaret,  I'm  going  to  turn  it  over  to  you,  and  you  can  just  give  me  some  questions  that  have  come  in,  and  we  can  go  from  there.  

Questions  &  Answers  Margaret:    I  have  been  actively  answering  questions  as  they  come  in,  and  the  first  thing  I  want  to  say  is  yes,  this  webinar  has  been  recorded.  

It  will  be  posted  on  our  ContentZAP  blog,  ContentZap.com/blog  or  choose  blog  from  the  top  navigation.  Our  February  the  webinars  are  already  there,  and  this  one  will  be  out  there  by  Monday.  

One  question  I  didn't  get  to  answer  was,  back  a  few  slides,  you  said  something  and  I  was  answering  a  question  and  missed  it.  Does  the  81  percent  differ  by  industries,  and  to  be  clear,  is  this  percentage  for  B-­‐2-­‐B?  

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Kim:    The  percentages  for  B-­‐2-­‐B.  I  don't  have  the  information  about  the  industry,  I  think  it  was  industry  agnostic.  I  think  it's  a  broad  brush  look  at  that,  OK?  That's  the  best  I've  got  on  that,  but  it  was  for  B-­‐2-­‐B  situations.  

Margaret:    Another  great  question  came  in,  and  I  answered  it  privately,  but  I  really  think  it's  worth  talking  about,  because  I  imagine  a  lot  of  people  on  the  call  are  thinking,  "OK,  my  industry  is  highly  competitive,  or  it  is  very  price-­‐sensitive.  We  run  ads  for  20  percent  off,  or  come  in  and  get  a  free  side  table  with  purchase  of  a  couch  or  that  kind  of  thing.  How  are  we  really  going  to  stand  apart  in  that  kind  of  industry?"  

I  want  to  share  with  everyone  the  response  that  I  provided,  which  is  "Think  about  things  that  will  engage  folks."  This  particular  person  that  asked  the  question  is  in  the  furniture  business.  

Think  about  if  you  can  do  something  a  little  more  fun,  like  the  top  10  weirdest  things  found  in  the  sofa  cushions,  or  something  that's  a  little  more  off  the  beaten  path,  like  the  best  fabrics  for  reducing  the  appearance  of  cat  hair,  which  is  very  important  in  my  household.  

When  we  were  looking  for  a  new  couch,  we  were  like,  "No.  Microfiber,  won't  the  cat  hair  cling  to  that  versus  this  other  kind  of  fabric?"  Et  cetera.  

My  message  to  all  of  you  is  "Think  about  how  you  can  engage  in  a  way  isn't  the  same  as  what  everybody  else  is  doing,  and  really,  let  your  imagination  and  your  creativity  take  hold  here,  and  come  up  with  ways  that  you  can  engage  with  folks  that  will  make  you  stand  out."  

And  then,  continue  to  nurture  those  folks  through  a  series  of  emails  delivered  over  time  until  they  are  ready  to  buy.  Kim,  anything  you  want  to  add  to  that?  

Kim:    No,  I  love  it.  Here's  what  I  want  to  say.  Margaret  is  doing  a  webinar  the  third  week  in  March,  and  it's  all  about  the  great  content  mismatch,  the  great  website  mismatch,  what  did  we  name  it?  

Margaret:    How  to  cure  the  great  marketing  mismatch.  

Kim:    The  great  marketing  mismatch,  and  it's  going  to  be  how  to  cure,  because  a  lot  of  times,  you  look  at  your  website,  we'll  talk  to  people  and  there's  this  huge  mismatch  around  what  your  business  does  and  how  your  website  portrays  you.  

Margaret's  going  to  really  tackle  that,  she's  brilliant.  You  can  just  hear  it  already  and  the  ideas  that  she  has  given  you,  we  love  her,  and  we  have  a  lot  of  fun  with  this,  she  and  I,  and  the  staff.  

I  would  also  encourage  those  of  you  who  have  those  sorts  of  questions  to  go  and  join  that  webinar,  because  that's  going  to  be  a  brilliant  webinar.  It's  only  going  to  be  for  30  

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minutes,  it's  going  to  be  a  quick  hit,  but  I  encourage  you  to  take  advantage  of  Margaret's  expertise,  too.  I  love  your  answer,  Margaret.  

Margaret:    Great.  Another  question  that  came  in  was  a  question  about,  "is  subscribe  to  our  newsletter  a  good  CTA?"  

Kim:    No.  

Margaret:    That's  what  I  said,  too.  That's  a  very  low  converting  CTA,  folks,  it's  so  passive.  It's  so  not  valuable.  

Kim:    Yeah,  let  me  give  you  an  example.  That's  great,  let  me  give  you  an  example.  We  have  the  ContentZAP  blog.  

Since  February  16th,  we've  generated  over  130  new  leads  that  come  in  through  that  blog.    You  know  how  many  ContentZAP  blog  subscribers  we  have?  13.  

It  might  be  15  now,  but  we  have  130  leads  that  joined  our  webinars,  or  downloaded  our  quick  start  guides,  because  those  things  add  value  and  solve  problems.  

When  you  subscribe  to  our  blog,  you  don't  know  how  many  emails  you  are  going  to  get,  or  what  that  really  means.  It's  nebulous,  right?  Is  it  going  to  be  valuable?  You  want  to  think  about  it.  Provide  the  value.  Give  them  the  value,  don't  shortcut  that.  

Margaret:    Of  those  133  new  leads  that  have  come  in,  importantly,  only  one  of  them  came  in  through  our,  "Contact  us"  page.  That's  another  really  important  note,  contact  us  is  not  a  call  to  action,  folks.  Go  ahead,  Kim.  

Kim:    That's  exactly  right.  Those  are  statistics,  you  would  see  those  statistics  for  yourself.  They're  easy  to  grab  from  Genoo's  tools  and  things  like  that,  but  you  want  to  be  able  to  have  your  hands  around  the  data,  right?  

Because  it  really  helps  you.  It  helps  to  be  creative  and  all  of  that.  Any  other  questions?  Because  I  know  we're  coming  up  on,  we  can  maybe  do  one  more  question.  

Margaret:    I  think  I'm  getting  lots  of  the  question  boxes  being  answered  for  thank  you,  thank  you.  

I  think  we  should  wrap  up  by  saying  you're  welcome,  you're  welcome,  you're  welcome.  We  have  a  lot  of  great  content  out  there,  we  invite  you  to  go  consume  it.  We  invite  you  to  go  download  things.  

Really,  whether  you  end  up  doing  business  with  us  at  Genoo,  or  ContentZAP  or  not,  the  thing  that  we  most  care  about  is  that  you're  getting  lots  of  value  out  of  your  marketing  efforts.  That's  why  we're  doing  these  webinars,  we  want  you  to  be  wildly  successful.  

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We  hope  some  of  you  will  choose  to  do  business  with  us,  but  even  if  you  don't,  keep  using  our  content,  because  we've  been  doing  this  for  a  long  time,  and  there's  a  lot  of  noise  out  there.  We're  here  to  help  you  plow  through  that  noise,  and  figure  out  what  makes  sense  for  you.  

Kim:    Margaret,  thank  you  so  much,  and  I  just  want  to  thank  you  all  for  your  listening,  and  your  attentiveness  and  for  all  of  your  great  questions.  

If  you  have  anything  you  need,  don't  hesitate  to  reach  out.  Connect  with  me  on  LinkedIn,  follow  us  on  Twitter,  all  that  kind  of  stuff,  and  please,  let  us  know  if  we  can  be  of  help  in  any  way,  because  we  love  doing  that.  

I  look  forward  to  seeing  you  on  a  content  webinar  coming  up  soon,  and  engaging  with  you,  and  anyways.  

If  you  have  questions  specifically  that  you  would  love  to  see  addressed  with  a  webinar,  send  them  to  us,  because  we  will  find  the  experts,  and  we  will  bring  them  to  you.  We'll  solve  your  biggest  marketing  problems,  we  love  to  hear  about  them.  

About  ContentZAP  ContentZAP!  Is  a  professional  services  digital  marketing  agency.    We  understand  marketing  technology  and  how  to  leverage  it  to  help  grow  your  business.    We  work  with  companies  of  all  sizes  to  develop  and  implement  content  strategies,  plan  nurturing  and  follow-­‐up  sequences,  or  to  augment  content  development.  

We  sponsor  events  and  webinars  that  provide  practical,  very  useful  ideas  and  strategies  that  will  help  marketers  be  more  effective  quickly.  

Sometimes  reverent.    Sometimes  irreverent.    Always  relevant.  

contentzap.com

About  Genoo Genoo  is  one  of  the  most  full-­‐featured  marketing  automation  solutions  available,  and  targeted  to  the  small  and  midsized  business  space.    We  love  helping  companies  succeed  with  their  marketing,  and  we  are  committed  to  building  the  best  and  most  useful  integrated  digital  marketing  tools  available!  

Inquire  about  a  30-­‐Day  initiative.  

www.genoo.com  

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Notes: