Creative Conversions: Filling your sales funnel with digital leads. Examples from the Nashville Area Chamber of Commerce

Transcription

1 Creative Conversions: Filling your sales funnel with digital leads Examples from the Nashville Area Chamber of Commerce

2 Carly Vaughn - Digital Content Strategist Goal: Create compelling content that 1. showcases the work of chamber 2. offers value to audiences 3. generates revenue for the organization.

3

4 The problem: 15% drop in website traffic 27% drop in overall users 25% drop in new users 25% drop in organic search traffic from Google Needed to refocus on what our members and prospects want.

5 Results: More than 210,000 website visitors last year - 16% increase Over 7,000,000 impressions on Google - 4,000% increase

6 What is content marketing? Content marketing is a digital, inbound marketing strategy that drives revenue creation by attracting customers with valuable, relevant and consistent content. This content can be any form of digital content like blogs, videos, ebooks, white papers, webinars, etc.

7 Why should you care? 65% of millennials rate advertising as less trustworthy 1 84% of people expect brands to create meaningful content 2 Content marketing generates 3x as many leads as paid advertising 3

8 To remain relevant, chambers need to future-proof their marketing.

9 Elements for success 1. A conversion-ready website 2. Audience research 3. Content creation 4. Distribution strategy 5. Sales strategy 6. A way to track results

10 A conversion-ready website

11 Who is your audience? (Hint: the answer is NOT everyone. )

12 Value Proposition For (target customers) who (statement of problem, need or opportunity), chamber membership is an investment that (statement of benefit).

13 Nashville Chamber Value Proposition: For Nashville professionals (target customers) who are looking to grow their career or business (statement of problem, need or opportunity), Chamber membership is an investment that provides exclusive content, connection, visibility and leadership opportunities (statement of benefits).

14 Audience research: Who are they? What do they do? What do they want?

15 Google Keyword Planner:

16 Create content that Ranks highly in search engines 2. Is relevant and valuable to your audience 3. You can publish consistently

17 75% Overall market share of Google in search.

18 90% Market share of Google for mobile search.

19 CONTENT SEO - Search Engine Optimization Link-building Technical optimization

20 Google Keyword Planner

21 Google can only read words. Don t put your content in an image that is uploaded to your website - it will never be shown in Google search results.

22 Buyer s Journey Awareness Consideration Decision Retention Advocacy Are they aware of your chamber? Are they considering solutions to a problem you could solve? Are they ready to join the Chamber? Are they existing members that are up for renewal? Are they advocates for your chamber that could refer others?

23 Only 30% of your content should be purely promotional. How are you creating value?

24 We publish: Marketing tips HR tips and discussions Spotlights on members Thought leadership on issues Content from member businesses And more

25 Call to action example: Lead form

26 Call to action example: Additional content

27 Call to action example: Ways to get involved

28 16-20 The number of blogs you should aim to publish each month for the best results.

29

30 @nashchamber Nashville Area Chamber of Commerce

31

32 Generating leads is great, but that won t keep the lights on. How are you going to convert them into members?

33 What does success look like? Develop goals that are: Concrete Ambitious Trackable

34 Some great things to track: Web traffic - overall subscribers Social media followers Content downloads Leads Content pieces published Organic search traffic to website Social media traffic to website click-through rates Contributed sales A lot more

35 Our results Overall page visits increased by 16% New users increased by 13% - 210,382 new people came to our website 35% increase in engagement 15% increase in organic search traffic 53% increase in social media traffic 7,652,674 people saw our website in Google search results

36 Our results 340 leads for membership - , social media, website 49 converted into members 14% lead to sale rate The average lead to sale conversion rates for web traffic and social media traffic are both around 1.5% - Source Directly contributed to $36,000 in revenue

37 Membership Blitz Goal: $22,500 or 45 new members

38 The setup: Prizes donated by member businesses Created a unique landing page to gather leads Posted about the Blitz on social media and marketing

39 In one month we: Tweeted 36 times Posted on Facebook 11 times Posted on LinkedIn twice and sent a private message to members Spent $ total on boosted social posts. Original budget: $3,700

40 Results: 28 new members 7 upgrades $26,000 in revenue

41 100% The percentage of chambers in this room that should steal these ideas.

42 Don t ignore your website as a source for membership leads.

43 Tools and resources: Google Analytics Academy - Analytics for beginners Google Adwords Keyword Planner - Research keywords to target in your content Hubspot Content Marketing Planner - Get started with a content marketing strategy Hubspot Content Editorial Calendar - Plan out what content you ll publish and when Nashville Chamber Blog - For content ideas you can steal (as long as you give us a backlink) Hootsuite - Social media planning and scheduling tool Sprout Social - Social media analytics

44 Contact us For questions about content strategy: For questions about social media strategy: Carly Vaughn Andrea Albers