Building a Full Funnel Content Strategy: Connecting Customer Touchpoints to Win More Decisions

Transcription

1 Building a Full Funnel Content Strategy: Connecting Customer Touchpoints to Win More Decisions

2 2 Who We Are Adam Dunn Publisher ALM Investment Advisory Group (ThinkAdvisor.com, Investment Advisor, Research) Jamie E. Green Vice President, Content & Market Strategy ALM Marketing Solutions Josh Heitsenrether Vice President, Marketing Solutions ALM Marketing Solutions

3 3 What We ll Cover Advisor Decision Making Client Recommendation Process Highlights from our new Advisor Information & Media Index Study A deep dive into building a research-driven content marketing strategy Best practices for maximizing conversions at key decision stages

4 4 ADVISOR DECISION MAKING 4

5 5 Content Marketing Supports Informed Decision-Making The Traditional Model Awareness Consideration Preference Decision Detailed Evaluation Decision Needs Identification Solution Investigation Reach and Attract Engage and Nurture Convert to Leads Connect to Sales MARKETING TASKS

6 6 The Advisor Decision Process Decision Needs Identification Solution Investigation Gather Information to investigate solutions Detailed Evaluation Map short list solutions to needs Engage with solution expert(s) Reach out to shortlist companies Confirm assumptions Detailed evaluation Identify goal, problem or opportunity Solicit expert & peer feedback Build business case Make final decision Build initial list of solutions/brands Compare solutions Outline plan for change Seek thought leaders & important sources Build short list Establish initial decision criteria PUSH PULL

7 FINANCIAL ADVISOR INFORMATION & MEDIA INDEX STUDY 7

8 8 About the Study Mission: To understand how advisors are finding and utilizing the information they need to advise their clients at each stage of the solution recommendation process Conducted Summer qualified completes (+/-3.9% confidence interval) Respondent characteristics: Years licensed: 15.7 years Income: $204,000 Age: 57.3 years old Gender: 88% male; 12% female

9 9 Six Dimensions of the Research Decision Process Stages Types of Information Sought Types of Content Used Types of Media Used (Information Sources) Credibility Information Discovery All leading to an understanding of how financial professionals make decisions to help their clients and expand their own businesses.

10 10 A Complex Ecosystem Sources utilized during client advisement decision process Webinars/webcasts Printed magazines Feedback/input from professionals like yourself In person industry events, conferences, and seminars Whitepapers 3rd party research and reports Industry media news and information websites Company websites Formal training offered by company Feedback/input from individuals at company Printed books Formal training offered by groups other than company Web videos Industry association and trade group websites Interactive tools/widgets Product solution demos Blogs/forums Audio podcasts Social media platform(s) Virtual tradeshows 4% 24% 20% 15% 14% 65% 62% 60% 60% 60% 55% 54% 52% 48% 43% 37% 34% 34% 34% 32% Note: Websites also include enewsletters

11 11 The Ecosystem is Evolving Frequency of information source utilization compared with three years ago More frequently About the same Less frequently Social media platform(s) 53% 41% 6% Web videos 53% 42% 5% Webinars/webcasts 53% 41% 6% Audio podcasts 40% 42% 18% Blogs/forums 38% 51% 11% Interactive tools/widgets 37% 58% 5% Industry media news and information websites 37% 59% 4% Whitepapers 32% 62% 6% Formal training offered by company 31% 59% 10% 3rd party research and reports 30% 67% 3% Company websites 28% 66% 6% Feedback/input from individuals at company 28% 64% 8% Feedback/input from professionals like yourself 27% 67% 6% Industry association and trade group websites 26% 66% 8% Formal training offered by groups other than company/carrier 24% 61% 15% Product solution demos 24% 62% 14% Virtual tradeshows 24% 70% 6% In person industry events, conferences/, and seminars 23% 59% 18% Printed magazines 17% 70% 13% Base = used source in past 12 months Printed books 16% 69% 15%

12 12 Social Media Usage Use of Social Media for Professional Activities (Past Month) Sent a note/reached out to one or more existing clients 63% YES 29% Visited or read a trade/media company social media feed Visited or read a financial company social media feed 53% 56% NO 71% Shared something you read on a trade/media company s social media feed with others Sent a note/reached out to one or more prospective clients 53% 52% Sent a note/reached out to one or more financial sales professionals 45% Shared something you read on a financial company s social media feed with others 36%

13 13 MAXIMIZING CONVERSIONS: A RESEARCH-DRIVEN CONTENT MARKETING STRATEGY 13

14 14 Accelerating Engagement & Conversion Our research supports four factors of meaningful engagement that marketers must consider: At right decision moment Deliver the information and content needed at that moment Via the appropriate media From the most trusted source This requires a well-orchestrated mix of information types, content types and media types

15 15 Most Important Media & Discovery Sources for Financial Advisors Likely source for finding information that can be useful when engaged in product/solution recommendation process Websites from industry trade media 21% Feedback/input from sales professionals like yourself 19% Websites from financial companies 17% Internet search engines 14% Feedback/input from individuals at a company 13% Websites from industry trade associations 9% Social media sites 2% Other = 5%

16 16 Media Impact Index Trade association websites Google/search engines Company websites Peer feedback/input Industry Average Industry media websites Company Personnel Need Identification Solution Investigation Detailed Evaluation Decision 50

17 17 Media Impact Index: Top Choices at Each Stage Need Identification Solution Investigation Detailed Evaluation Decision Google/Search Engines Company websites Trade association websites Industry media websites Trade association websites Company Personnel Industry media websites Peer feedback & input Company Personnel Peer feedback & input Company Personnel

18 18 Most Valuable Information Types for Financial Advisors % very valuable Evaluations of particular products 64% Business strategies and best practices specific to your industry 49% Evaluations of particular companies 40% News and information specific to your industry 39% Case studies/experiences with specific companies/products 39% Survey findings on attitudes and experiences with specific product/planning solutions 20% Opinion and commentary specific to your industry 20% Product/vendor listings or directories 14%

19 19 Information Type Value Index Product/vendor listings or directories News and information Case studies 120 Survey findings on attitudes and experiences Business strategies and best practices Industry Average Evaluations of particular products Evaluations of particular companies Opinion and commentary Need Identification Solution Investigation Detailed Evaluation Decision 70

20 20 Information Value Index: Top Choices at Each Stage Need Identification Solution Investigation Detailed Evaluation Decision News and information Product/vendor listings/directories Evaluations of companies Opinion & Commentary Opinion & Commentary Case studies Evaluations of products Evaluations of companies Case studies Evaluations of particular products Business strategies and best practices Survey findings attitudes/experiences Survey findings attitudes/ experiences Evaluations of products

21 21 News and information specific to your industry The Credibility Factor Most Credible Source Industry trade media 76% Other sales professionals Financial companies/ insurance carriers 10% 14% Opinion and commentary specific to your industry 64% 19% 17% Product/vendor listings or directories 62% 12% 26% Survey findings on attitudes and experiences with specific solutions 62% 18% 20% Business strategies and best practices specific to your industry 53% 26% 21% Evaluations of particular company 50% 32% 18% Evaluations of particular products, including features, specifications, pricing and ROI 47% 22% 31% Case studies/experiences with specific vendors/products 42% 26% 32%

22 22 TAKEAWAYS: IMPACTING ADVISOR DECISION MAKING 22

23 23 5 Keys to Increasing Mid and Deep Funnel Conversion 1. Content Utility 2. Timing & Targeting 3. Ease of Access 4. Responsiveness 5. Relevance & Consistency

24 24 Content Utility Deliver useful and appropriate content mapped to the unique information needs at the middle decision making stages Content Utility Index 120 Whitepapers Interactive tools Webinars/webcasts Demos rd -party Research Blogs Web videos Industry Average Need Identification Solution Investigation Detailed Evaluation Decision 80

25 25 Content Utility Index: Top Choices at Each Stage Need Identification Solution Investigation Detailed Evaluation Decision Whitepapers Interactive Tools Blogs Whitepapers 3 rd -party Research Videos Webinars/Webcasts 3 rd -party Research Videos Demos Demos Blogs

26 26 Timing & Targeting Use segmentation and behavioral targeting to increase your precision and behavioral data to anticipate what they need next. Segmentation With content mapping for each segment Sequence content assets based on utility, information value, media impact and credibility Behavioral targeting: Anticipate need and deliver appropriate content based on: Intent indicators Content consumption (topic, type) Deep cycle asset actions Direct input (interactive digital experiences, lead forms) Lead scoring and marketing automation to determine the right moment to initiate contact vs trying to push the process too early

27 27 Ease of Access Mid-funnel content needs to be easy to find and accessible in all the places advisors will be looking for information. Avoid barriers to information gathering. Connect content to your social strategy: Less utilized but growing as a source of discovery will only grow as more content becomes available Leverage industry media at ALL DECISION STAGES: Use a combination of earned, paid and owned media Appear on Every Screen: Mobileoptimized website and landing pages Research Information Sources Social Media Platforms used consistently throughout first 3 stages Industry Media Magazines & Websites Strongest during first and last stages, but used throughout

28 28 Responsiveness Quickly deliver the information they need, when they need it. Avoid long gaps in response once they ve engaged with your content. Deploy tactics that enable content self-discovery and self-nurturing such as interactive content that provides recommendations based on user interactions or answers to questions Score leads and prioritize follow up. Provide the content most appropriate to their previous action and what they ll need next. Use Marketing Automation to nurture leads: Requires robust content with a strategy for mapping appropriate content to each branch of the journey

29 29 Relevance & Consistency Tailor your content, messaging and value proposition specifically for financial advisors at each stage of the recommendation process. Connect advertising message to content marketing and other tactics Link messaging and content from the first touch/engagement to midfunnel stages to the desired end decision Use research and feedback mechanisms to carve out unique thought leadership perspectives based on advisors pain points Deliver it via the most effective mix of media, information, and content types Be present with relevant content everywhere they are doing their research or risk getting passed over

30 30 Must Mix: Solution Investigation Stage ADVISOR RESEARCH TASKS: Gather Information to investigate solutions Solicit expert & peer feedback Compare solutions Build short list Top Media Impact Company websites Company Personnel Top Information Value Product/vendor listings/directories [from trade media] Case studies Top Content Utility Interactive Tools Videos Demos From both industry media & companies Evaluations of particular products From ALL 3 SOURCES

31 31 Must Mix: Detailed Evaluation Stage ADVISOR RESEARCH TASKS: Map short list solutions to needs Engage with solution experts Build business case Outline plan for change Top Media Impact Trade association websites Industry media websites Peer feedback & input Top Information Value Evaluations of companies Evaluations of particular products Top Content Utility Blogs Webinars/Webcasts From both industry media & peers From ALL 3 SOURCES

32 9 Six Dimensions for Successful Full Funnel Content Marketing Decision Process Stages Types of Information Sought Types of Content Used Types of Media Used (Information Sources) Credibility Information Discovery

33 33 QUESTIONS Contact us: Adam Dunn: Jamie E. Green: Josh Heitsenrether: 33