Session4 audience-aggregation

Audience Aggregation – What & Why?

Audience Aggregation

Audience Aggregation in Politics

Audience Aggregation on Facebook

Audience Aggregation on Twitter

Audience Aggregation on Email

Why Aggregate Audience?

• Support your content marketing efforts

– Have a base set of audience to promote your content

• Engage potential customers over long term if they are not ready to buy yet

– Create more opportunities to convert

Audience Aggregation Cycle

Audience

Nurturing Content

Harvest

Audience Aggregation Model

Content Marketing

Audience

Audience Aggregation Model

Content Marketing

Audience

Lead Harvesting Through Inbound Interest

Lead Harvesting Through Call To Action

Support Content Marketing

QuickSprout Email Promotion

KISSMetrics Twitter Promotion

KISSMetrics Link Click Stats

Hubspot Facebook Promotion

Hubspot Link Click Stats

Hubspot Content Spraying

Trak.in LinkedIn Promotion

Engage Potential Customers Over Long Term

State of Potential Customers

☐ Knows about the opportunity

☐ Aware of your product

☐ Trusts your brand

☐ Has a sense of urgency for purchase

☐ …

Planting & Nurturing Ideas

Knows about the

opportunity

Aware of your product

Trusts your brand

Has a sense of urgency for

purchase

…

Funnel Dropouts

Funnel Dropouts X%

Re-Funnel The Dropouts

Funnel Dropouts X%

Convince About Opportunity

Convince About Opportunity

Convince About Opportunity

Convince About Opportunity

Convince About Opportunity

Convince About Opportunity

Educate About Usage

Educate About Usage

Educate About Usage

Create a Sense of Urgency

Create a Sense of Urgency

Trigger Purchase Action

Trigger Purchase Action

Trigger Purchase Action

Trigger Purchase Action

Trigger Purchase Action

Trigger Purchase Action

Trigger Purchase Action

Audience Aggregation - How?

#1 Select Distribution Channel

How do you reach your Audience?

• Social Platforms

– Facebook, Twitter etc

• Email

• Forums / Community Sites

Criteria to Select Distribution Channel

• Reach – Email > Facebook > Twitter

• Content Publishing Frequency – Low frequency favors Email

• Content Consumption Pattern – Inline consumption favors Social Platforms

• Profiling, Personalization & Targeting – Email

• Channel Stability – Email > Proprietary Platforms

It’s not a game of this or that. Go for multiple if that makes sense.

This session is further built for Email as Distribution Channel

#2 Select the Email Distribution Tool

Email Distribution Tools

• MailChimp

• Aweber

• …

#3 Build Your Audience

Ask for Email

Leverage Existing Data

• Customers

• Leads / Prospects

• Personal Network

• Business Associates

#4 Setup Content Machinery

#4.1 Choose Content Type

• Webinar

• Industry Reports

• Guides

• Blog

• …

#4.2 Decide Content Buckets & Schedule

☐ Education about the opportunity

☐ Awareness for your product

☐ Trust for your brand

☐ Sense of urgency for purchase

☐ …

#4.3 Content Creation Process

• Sourcing of Content

– In-house / Outsource / Combination

• Maintaining Content Pipeline

• Sustaining it over long run

#5 Plan the Customer Journey

Modeling Customer Journey

Email Lead Lead Generation CTA

Content Page Content Link CTA

Lead Generation CTA

ConversionXL Email Content

Goes to Blog

Becomes Lead

ConversionXL Blog Page

Modeling Customer Journey

Email Lead Lead Generation CTA

Webinar Page Webinar Registration CTA

Lead Generation CTA

Confirmation Email

On Registration

Lead Generation CTA

Reminder Email

Lead Generation CTA

Webinar Lead Generation CTA

#6 Segment & Target

42inception Webinar Promotion Walkthrough

42inception Webinar Promotion

• Webinar Invitation Mail Customized for

– Registered users of 42inception

– Online Course Leads

– Old Prospects / Alumni

– Email Database

42inception Webinar Summary

• Post Webinar Summary / Video Mail

– Those who attended webinar

– Those who registered but did not attend

– Others

• Registered Users

• Old Prospects / Customers

• Online Course Leads

Possibilities

• Geography based Targeting

• Interest Based Targeting

• …

Summary

1. Select Distribution Channel

2. Choose Distribution Tool

3. Build Your Audience

4. Setup Content Machinery

5. Model Customer Journey

6. Segment & Target