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Knowing who your target audience is and the type of content that’s most likely to interest them is critical for engaging prospective and current customers alike. Successful organizations today provide content that’s relevant, personalized and timely. Discover how content and lifecycle marketing work together to engage customers, leading to loyal relationships and improved revenue with Right On Interactive and Raidious. Learn how meaningful content, audience segmentation and measured engagement can help organizations of all sizes and business types to attract, convince and convert more leads. Engagement drives relationships and relationships drive revenue.
Citation preview
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Building Engagement with Content & Lifecycle
Marketing
Presented by
Craig Lile Senior Director of
Marketing for Raidious
Lauren Littlefield Director of Marketing for
Right On Interactive
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Agenda • The Age of the Customer • Introduction of Lifecycle Marketing • Value of engagement • How content wins new business • How content builds loyalty • Emergence of brand flexibility • Building a strategy that works
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What is Lifecycle Marketing?
Marketing strategy that helps organizations win new business, keep current customers and grow the right
relationships
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Engagement drives relationships and relationships
drive revenue.
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The Value of Engagement
• It is 6-7x more costly to attract a new customer than it is to retain an existing customer. (White House Office of Consumer Affairs) • The average spend of a repeat
customer is a whopping 67% more than a new one. (Inc.)
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Content that wins new business
• Introductory content è Build your audience
• Omnichannel content • Quality not quantity
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• Email • Blogs • Social Graphics • Infographics • Videos
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Content that builds loyalty • Activating the audience è Moving them
along in the lifecycle
• 1:1 Content
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• Whitepapers • Tip Sheets • Checklists • How-To Videos
• Webinars • Reports • eBooks • Case Studies
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Emergence of brand flexibility • Social listening – real time trends and
opportunities that relate to your customers – Flexibility to take advantage of these
opportunities • Versatile content – prepare for content to be
shared in ways you didn’t plan for – Ensure content is optimized for mobile
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Building a strategy that works
• Who are you sharing your content with? • How engaged are they with your brand and where
are they in their relationship with you (i.e., lifecycle stage)?
• Content needs to be relevant to the contact based upon their profile fit, engagement level and lifecycle stage
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Questions? Craig Lile @DodgeMOKB www.raidious.com
Lauren Littlefield @lllittlefield
www.rightoninteractive.com