Smart/Dynamic & Personalized Content - Raphael Gordilho
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Transcript of Smart/Dynamic & Personalized Content - Raphael Gordilho
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SMART & PERSONALIZED Content
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Quem sou RAPHAEL GORDILHO CMO/CCO EMPREENDER SAÚDE
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2009 Medicina
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2009 Medicina
2011 mobHapp
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2009 Medicina
2011 mobHapp
2012 Aplicativos de Saúde
MBA Marketing
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2009 Medicina
2011 mobHapp
2012 Aplicativos de Saúde
MBA Marketing
2013 Health 2.0
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2009 Medicina
2011 mobHapp
2012 Aplicativos de Saúde
MBA Marketing
2013 Health 2.0
2014 Empreender Saúde
HubSpot
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Agenda DEFINIÇÕES PORQUE CASES O QUE FICA
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01 DEFINIÇÕES
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Smart Content / Dynamic Content UM CONTEÚDO QUE FALA COM DIFERENTES PESSOAS EM DIVERSAS FASES, BASEADO NAS INFORMAÇÕES QUE VOCÊ COLETA SOBRE ELAS.
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Personalized Content USO DE VARIÁVEIS ASSOCIADAS A UM CRM, QUE TORNAM CONTEÚDO ÚNICO E CONSEQUENTEMENTE HUMANIZAM AS MARCAS, DIMINUINDO O ESPAÇO CLIENTE-EMPRESA.
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02 PORQUE
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+5.000 MENSAGENS DE MARKETING POR DIA
NewsCred
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08 segundos ESPASMO DE ATENÇÃO
Statistic Brain
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09 segundos ESPASMO DE ATENÇÃO DE UM PEIXINHO DOURADO
Statistic Brain
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86 % TROCAM DE CANAL DURANTE OS COMERCIAIS
NewsCred
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90 % DOS EMAILS NUNCA SÃO ABERTOS
NewsCred
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Como combater?
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Você precisa PERSONALIZAR
CHAMAR A ATENÇÃO
TRANSMITIR VALOR
FAZER SE SENTIR ESPECIAL
SER ÚNICO
AJUDAR
SER PRESTATIVO
…
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03 CASES SMART
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03-A CASE Conversão Brazilian Healthcare Trek
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O cenário CONVERTER LEITORES DO EMPREENDER SAÚDE (EM SUA MAIORIA EMPREENDEDORES) EM PARTICIPANTES DA VIAGEM AO VALE DO SILÍCIO, COM O OBJETIVO DE PARTICIPAR DAS DIVERSAS VISITAS A STARTUPS E CENTROS DE INOVAÇÃO, ALÉM DO HEALTH 2.0 SAN FRANCISCO.
TICKET MÉDIO: R$ 12.000-15.000
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A estratégia CRIAR CONTEÚDO ESPECÍFICO PARA AS DIVERSAS ETAPAS DO FUNIL DE VENDAS.
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atração conversão nurturing fechamento satisfazendo
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
INBOUND MARKETING
HubSpot
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Associação de
FUNIS
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
AWARENESS
conteúdo sobre aceleradoras, startups, vale do silício, inovação, empreendedores de sucesso etc
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
AWARENESS
CONSIDERATION
conteúdo sobre aceleradoras, startups, vale do silício, inovação, empreendedores de sucesso etc
conteúdo com dicas para empreender, cursos, referências,
entrevistas etc
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
AWARENESS
CONSIDERATION
DECISION
conteúdo sobre aceleradoras, startups, vale do silício, inovação, empreendedores de sucesso etc
webcasts com o Fernando, para tirar dúvidas sobre a viagem, email direto,
contatos telefônicos etc
conteúdo com dicas para empreender, cursos, referências,
entrevistas etc
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
AWARENESS
CONSIDERATION
DECISION
conteúdo com dicas para empreender, cursos, referências,
entrevistas etc
conteúdo sobre aceleradoras, startups, vale do silício, inovação, empreendedores de sucesso etc
webcasts com o Fernando, para tirar dúvidas sobre a viagem, email direto,
contatos telefônicos etc
CONTENT MARKETING
ExactTarget
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CONTENT MARKETING
INBOUND MARKETING + =
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CONTENT MARKETING
INBOUND MARKETING + =
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CONTENT MARKETING
INBOUND MARKETING + = SMART
CONTENT
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atração conversão nurturing fechamento satisfazendo
MATÉRIAS NEWSLETTER EBOOK WEBINARS WEBCAST EXPERIÊNCIA
AWARENESS
CONSIDERATION
DECISION
REBUYING
conteúdo com dicas para empreender, cursos, referências,
entrevistas etc
conteúdo sobre aceleradoras, startups, vale do silício, inovação, empreendedores de sucesso etc
webcasts com o Fernando, para tirar dúvidas sobre a viagem, email direto,
contatos telefônicos etc
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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O resultado A VIAGEM FOI UM SUCESSO, COM 27 PARTICIPANTES.
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94 LEADS
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94 LEADS
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27 VENDAS
94 LEADS
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27 VENDAS
94 LEADS
28.7%
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03-B CASE Conversão BizSpark Microsoft
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O cenário CONVERTER EMPREENDEDORES PARA A PLATAFORMA BIZSPARK, ATRAVÉS APENAS DO CANAL DIGITAL.
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A estratégia CRIAR CONTEÚDO ESPECÍFICO PARA AS DIVERSAS ETAPAS DO FUNIL DE VENDAS, QUE SERIA FINALIZADO EM UMA LANDING PAGE ARMAZENADA NO EMPREENDER SAÚDE, E TERIA OS LEADS ENCAMINHADOS PARA A EQUIPE DE VENDAS DA MICROSOFT.
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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Consideration NURTURING
Awareness ATRAÇÃO
CONVERSÃO
Decision FECHAMENTO
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O resultado COMPARAMOS AS AÇÕES TRADICIONAIS DE MARKETING EM MÍDIA, COM BANNERS NO SIDEBAR DO PORTAL E RODAPÉ DA NEWSLETTER, COM MAIS DE 40.000 IMPRESSÕES NO TOTAL.
O RESULTADO É QUE CTAs ASSOCIADOS A CONTEÚDO RELEVANTE TRAZEM MAIOR RETORNO AO CLIENTE, E GERAM LEADS MAIS QUALIFICADOS.
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Ação Taxa de Conversão (CTR)Banner no Sidebar 0.16%
Banner na Newsletter Semanal 0.35%
Oferecimento da Newsletter 0.67%
Banner nos Artigos 37.5%
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04 CASES PERSONALIZED
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04-A CASES PERSONALIZED Aumento de OR e CTR nas Newsletters do Empreender Saúde
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O cenário QUANDO ENTREI NO EMPREENDER SAÚDE A MÉDIA DE OR ERA 14.9%, COM UM CTR DE 2% E APENAS UMA NEWSLETTER POR SEMANA OU QUINZENA.
QUERIAMOS AUMENTAR O ENGAJAMENTO DOS ASSINANTES.
OS KPIs PARA ISSO SERIAM OR E CTR.
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A estratégia CRIAR SEGMENTOS DE ACORDO COM O INTERESSE PESSOAL DE CADA ASSINANTE, ONDE DARIAMOS A POSSIBILIDADE DO MESMO ESCOLHER QUAIS LISTAS ENTRAR E EM QUE MOMENTO.ALÉM DISSO, OS EMAILS PASSARIAM A SER PERSONALIZADOS E DIÁRIOS.
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A execução NO MAR DE EMAILS QUE RECEBEMOS TODOS OS DIAS…
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A execução NO MAR DE EMAILS QUE RECEBEMOS TODOS OS DIAS…
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A execução NO MAR DE EMAILS QUE RECEBEMOS TODOS OS DIAS…
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A execução NO MAR DE EMAILS QUE RECEBEMOS TODOS OS DIAS…
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A execução NO MAR DE EMAILS QUE RECEBEMOS TODOS OS DIAS…
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O resultado AS LISTAS SEGMENTADAS POR INTERESSE E PERSONALIZADAS TROUXERAM MAIOR ENGAJAMENTO, QUE PODE SER OBSERVADO NO AUMENTO DOS KPIs.
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Não segmentado
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Não segmentado
Segmentado
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Antes MÉDIA:
OR: 15%
CTR: 2.0%
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Antes MÉDIA:
OR: 15%
CTR: 2.0%
Depois MÉDIA:
OR: 28.7% CTR: 6.8%
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Antes MÉDIA:
OR: 15%
CTR: 2.0%
Depois MÉDIA:
OR: 28.7% CTR: 6.8%
Média Saúde MÉDIA:
OR: 24.27%
CTR: 3.64%
Média News MÉDIA:
OR: 22.93%
CTR: 5.14%
Média Healthcare MÉDIA:
OR: 22.76%
CTR: 3.07%
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EXTRA ENGAJAMENTO DOS LEITORES E APROXIMAÇÃO DA COMUNIDADE.
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05 O QUE FICA
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Pergunte-se O QUE MINHA EMPRESA IRÁ VENDER?
QUE TIPO DE INFORMAÇÕES COLETAMOS?
QUEM COMPRA DA MINHA EMPRESA?
COMO PERSONALIZAR A EXPERIÊNCIA?
EM QUE MOMENTO DO FUNIL ASSOCIO CADA CONTEÚDO?
COMO TORNAR O CONTEÚDO INTELIGENTE?
COMO MEDIR OS RESULTADOS?
COMO CRIAR ESSA CULTURA?