The Payoffs Of Real Customer Centric Marketing

by Contributor on Wednesday, April 10, 2013 in Content Marketing

Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp, a marketing platform used by companies to create interactive content to generate leads and drive revenue across the web, mobile, social, and email.

B2B marketers live and die by how effectively they generate quality leads that fill the funnel. Good marketers can drive steady, dependable flows of traffic from a variety of sources, but great marketers always look to shift the curve, not just eek out gains. For growth-minded marketers, interactive content presents an outstanding opportunity for significant efficiency gains. And while many marketers claim to subscribe to 'customer centric' marketing principles, few actually deliver on the promise.

Conversations Mean More Traffic: A conversation is a balanced, two sided experience. A broadcast message is a monologue- an unbalanced one-to-many experience. The appeal of the broadcasted message is that that it is easy, seemingly cheap, and fast.  But often it has response rates as low as .01%, creating an ineffective and viscous cycle of pounding the channel harder and harder to get incremental results — at a not so cheap a price after all.  Put yourself in your target audience’s shoes- Which would you find more compelling: a call to action that arises out of a targeted conversation, or a generic call to action broadcasted to the masses? Using interactive content marketers can more easily establish these conversations, because the very first call to action is designed to sit the end user at the same table as the marketer.  Content like polls, surveys or persona tests drive calls to action like “vote”, “assess”, “enter” and “test”- all of which approach a true dialogue by enabling the recipient to both give and receive feedback.  Because of the conversational nature, interactive content consistently delivers click rates as high as 50% while encouraging the participant to share profile data more readily.   That means you start more conversations that have higher completion rates and you shift the efficiency curve of your entire marketing effort.

Value Offered Means More Visitors: The interactive nature of content helps explain why conversations with your marketing efforts get started. However, one key to achieving marketing efficiency is understanding the quid pro quo with prospects.  You must compensate the end user with real value for the time they invest and data they share.  That means delivering targeted, relevant results based on the users results.  Don’t show the user a menu of white papers. Let them share, via an assessment, their current state, and then deliver to them the right piece of content to help them solve their problem.  Give them context by showing aggregate results from all their corporate peers so they know they are not alone.  This 'give and take' can increase time spent on site by 3x and result in 20%+ share rates of your content.  Your prospects will do your marketing work for free.

More Traffic, More Leads: Back to shifting the curve-- More traffic, more engagement, more conversations doesn’t mean more value if it’s not generating more quality leads. One of the core benefits to interactive content, is the ability to pre-qualify visitors through their interaction with your content.  This is not lead scoring against behavior activity; it's qualification from specific question and answer profile data that users share through the process of engaging with your content. That means shorter lead gen forms and conversion rates that average 80%.

For efficient marketing, make sure your conversations put the needs of prospects and customers first.

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