In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll see real-world best practice examples and learn what metrics they use to gauge success. You will also learn the importance of infographics and the impact a well-designed landing page can have on your bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter and focus blog that you will create to demonstrate how social can enable real-time marketing results. After this MOOC, you will have developed a plan to reach your target consumer markets and know when it is best to either use or avoid specific social marketing strategies. Additional MOOC 3 faculty include: * Randy Krum (Data Visualization & Infographics Designer | Consultant | Author | Speaker | President, InfoNewt) * Stanford Smith (CEO, Pushing Social) * Andy Crestodina (Co-Founder & Strategic Director, Orbit Media Studios) * Ellen Valentine (Veteran Marketing Leader & Evangelist, Silverpop, IBM)
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From the course by Northwestern University
Engagement & Nurture Marketing Strategies
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From the lesson
Nurture Marketing Strategy
In this module, you will learn the nurture marketing strategy. You will understand why landing pages are so important and how to effectively use a multimedia filter and focus blog to enable real-time marketing results.
Meet the Instructors
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
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I want to welcome back Ellen Valentine of Silverpop, an IBM company.
Welcome Ellen.
>> Hey Randy, I'm glad to be back.
>> One of the things my students love about your talks on nurture marketing is,
you have great case studies.
You're going all around the globe literally.
I think you put on about a million miles this year talking to companies and
seeing how they're doing nurture marketing.
Can you give us a couple of great examples of nurture marketing at work?
>> Absolutely.
One of the things I love about nurture marketing is it
gives companies a chance to really re-engineer their business process, and
really look at their digital go to market strategy and build out some new things.
So what I'd like to talk to you about today is PaperStyle.
PaperStyle is a B to C marketer, they sell a lot of invitations and party goods.
And what they decided that they would do, instead of just blasting all of their
customers with generic one-sized fits all messages, is that they would
actually personalize and tailor all their communications around weddings.
And so they worked with our agency partner Whereoware,
to actually build out nurture streams specifically for weddings.
So they captured website behavior, and
actually asked folks if it was their wedding or if it was a friend's wedding.
And based on that those button clicks, and based on the answers to those questions,
they built our two distinct nurture processes.
One for brides and one for friends of the bride.
And so doing that and building out these nurture streams over a period of months,
where they talk to them about invitations, they talk about gifts.
If you're not the bride, they talk about shower invitations and
those sorts of things, bachelorette parties.
Based on those distinct communication streams and
really building up personalized communication,
PaperStyle saw an increase in revenue of 330%.
330% increase in revenue by getting personal,
getting automated, and really tailoring things to their audience.
And the great thing is is they now have a blueprint for communicating for
anniversaries, birthdays, all of these key milestones can use
a lot of the same groundwork foundation that they laid with their bridal program.
>> Well that really shows the power of nurture marketing for PaperStyle.
The other thing I really liked is the fact that they did it for one,
proved that that was gonna work, got the metrics that they wanted, and
then you can build it out for other streams as well.
You don't have to do everything all at once.
That's a great example.
Do you have another?
>> I do.
I've got another example for you.
This one is a B to B example, and this is Alliance Bus.
And Alliance Bus worked with our agency partner Big Scary Cranium.
And think about these buses.
The buses are actually used in childcare settings.
They are used in retirement homes.
They are used in church settings.
Mid-sized buses that you see going around town taking people to grocery or
to church or to the nursery or to daycare.
And these are very, very much a B to B purchase.
You consider this over a long period of time before
you actually upgrade your bus or make a purchase decision.
So one of the things that I love about them is that believe it or
not, deciding what bus is appropriate for you is very complicated.
There's a lot of state rules and
state laws that determine which buses can be marketed to which companies.
So, they took a lot of time to build out their rules and
really determine which was the right fit and
which videos and which content should be used throughout the nurture process.
The other thing is that they really shifted.
They shifted from, do you wanna buy a bus,
do you wanna buy a bus, do you wanna buy a bus, to how to buy a bus.
So they've shifted from pushing content and
pushing product, to being that helpful concierge.
And I really like their new approach.
So they produced a lot of eBooks, a lot of guides,
a lot of infographics and things, educating people about how to buy a bus.
For them they had some stellar results.
They increased the number of marketing qualified leads by 400%.
So these are leads that have been qualified and
nurtured through digital marketing, to the point where they were qualified enough for
a sales team and they increased that percentage by 400 times.
>> That is absolutely amazing.
And that's a huge increase for the company.
The thing I like also about this,
it shows that nurture marketing can happen over years.
And so you could take people step by step and
stay with them using a nurture marketing approach.
Do you have one more for us?
>> I've got one more.
This happens to be more in the non-profit realm.
More in the event space, almost.
This is the Georgia Aquarium.
And Georgia Aquarium's actually the largest aquarium the world.
And believe it or not,
people come to the aquarium for a variety of different reasons.
They have corporate outings there, they have,
of course, school events there, but then there's also just
the families who want to take their child to see the wonders of the aquarium.
The giant sharks, the penguins, and all of the great things at the aquarium.
So what I love about the Georgia Aquarium is that they actually worked with us, they
worked with Silverpop, an IBM company, to build out automated nurture programs.
They built out welcome series, they built out reactivation programs,
they built out donation programs,
that had a very strong social sharing component to what they were doing.
And then finally what they did in their nurturer is they realized that almost
everyone that was making a decision about whether to come to the aquarium or
not, was probably looking at the information on their mobile device.
So, they actually took all of their nurture communication and
they made them very mobile friendly.
They stripped down the offers and really streamlined things so
it's single images, single offer, small amounts of content,
and really streamlined every thing that they were doing.
Amazing results for
the Georgia Aquarium after a blockbuster 2013, 2014 was even better.
They've just recently increased their revenues 32%, by really getting
into a customer journey, and a persona approach to all of their nurturing.
So, when there's three great case studies of different companies,
all different sizes, all different go to market strategies.
But all using nurture marketing to reach their customers and
reach their prospects as they were in the buying journey.
In a decision process, to put the brands name top and
center and really foster a relationship, so that they can win the business.
>> I really appreciate that not only did they have great results, but
they used multimedia, they became very mobile.
I think all of those are great lessons for the participants in this.
One of the things my students really like in addition to your great case studies and
your great explanation of nurture marketing,
is the fact that you have great resources for people on your website.
Can you tell us a little bit about that?
>> Absolutely.
If you go out to silverpop.com, go to the resources page.
We too are doing our own nurture marketing.
We've got lots of helpful content for you out there.
We've got eBooks, we've got tip sheets, we’ve got webinar recordings,
webinar invitations, got newsletters that go out,
we’ve got lots of helpful content out there.
I would encourage everyone to go out there and check out all those resources.
And you don't wanna miss our great blog.
We're very prolific bloggers, we've got lots of authors out there contributing
information about trends and what we see going on in the industry.
So, help yourself to all of our great nurture materials out on silverpop.com.
>> I wanna thank you for this great overview of nurture marketing,
fantastic case studies, and giving us access to your resources.
That'll help us learn even more about how to put nurture marketing to work
in the digital marketplace.
Thank you, Ellen.
>> Hey, Randy, thanks so much.
I've enjoyed being here.
[MUSIC]
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