SunTseu - Inbound marketing and media brand

ENGAGEMENT MARKETING &

MEDIA BRAND

Sylvain DavrilHead of Innovation & Marketing

02/04/2015

This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance

Media brand

& Inbound

Marketing

« Smart »

Outbound

Marketing

Marketing

Automation

A SUCCESSFUL MARKETING STRATEGY…


. . .THAT BUILDS ENGAGEMENT

GIVE TO RECEIVE

Implementing engagement marketing requires a

change in your outlook:


© Photo from automobile-propre.com

I T I S U S E L E S S T O H A V E A G O O D C A R T O R U N A R A C E I F Y O U D O N ’ T

H A V E F U E L

PREREQUISITES


O F F E R SB U Y E R

P E R S O N A E

C U S T O M E R

J O U R N E Y

P I T C HE D I T O R I A L

C A L E N D A R

C O N T E N T

Per buyer persona

Per buyer personaPer buyer persona


T H E B E S T W A Y T O W I N A R A C E I S P R E P A R A T I O N & S T R A T E G Y

PROCESS ENGAGEMENT MARKETING


Content

production

- Publication -

Blog /Website

Social Media

- Amplification -

Employees/

Partners

SEM / PPC

SEO

- Sparking interest-

High value contents

- Lead conversion-

Landing page &

Form

Identification

and Nurturing

Personalized

Newsletters

Targeting

Listening and KPI

monitoring

- First digital

impression -

Reading the blog

- Transfer to the Sales team

-

Sales Contact


CONTENT CREATION


BLOG & WEBSITE

Choose an ergonomic CMS.

Make sure your blog and

website are responsive.

Do you opt for outsourcing or

keeping the content creation

in-house ?

Select an attractive template.

Your blog posts must be

simple and easy to

understand while keeping a

strong added-value.c o n t e n t c r e a t i o n


CONTENT SOURCES

Blog content

Create your own articles

Curated content

External content in line with

your editorial choices

Website content

Content curated from several

sources

Events

… c o n t e n t c r e a t i o n


TYPES OF CONTENT

Curated content

Events

Blog articles

…

S E L F S E RV I C E

Infographics

Video

Whitepapers

…

S E C U R E D C O N T E N T

Attract the lead Convert the lead

c o n t e n t c r e a t i o n


BEST PRACTICES• Define your goals

• Create specific content for

your buyer personae and

according to the steps of the

customer journey

• The simpler the content, the

better: avoid complications

• Order the information

according to its importance

• Do not forget about search

engine optimization (SEO)

c o n t e n t c r e a t i o n


PUBLISH & BROADCAST YOUR CONTENT


Re

ac

h

A u d i e n c e

S E G M E N TAT I O N

It’s better having 100 websites

with 1,000 subscribers than 1

website with 100,000

subscribers.

p u b l i s h & b r o a d c a s t


Content planning

Segmentation of the

media where the

content is

broadcasted

Automate publication

and broadcasting of

the content on

segmented media

p u b l i s h & b r o a d c a s t


AMPLIFICATION


S E O AM P L I F I C AT I O N

Optimize your content for

maximum SEO performance

and better search engine

rankings.

S O C I AL M E D I A

AM P L I F I C AT I O N

Help your ambassadors with their

personal branding

Build an ambassador community

a m p l i f i c a t i o n


The evolution of your reach is

not an exact science – it

requires time and dedication.

Au

die

nc

e

T i m e

a m p l i f i c a t i o n


FIRST DIGITAL IMPRESSION


PROVIDE THE BEST CUSTOMER

EXPERIENCE

R E S P O N S I V E

D E S I G N

E R G O N O M Y

S H O RT L O A D I N G

T I M E

1 s t d i g i t a l i m p r e s s i o n


SPARKING INTEREST


Secured content

Self-service content

Actions on the website

B E H AV I O R A L D ATA

R E A L - T I M E

P E R S O N A L I Z AT I O N

Offer high-value content that

meets your visitor’s interests.

IP address …

I N F E R R E D D ATA

© Photo by eflon on FlickR

s p a r k i n g i n t e r e s t


LEAD CONVERSION


Create an attractive landing

page so that visitors will want

to fill the form you created.

Keep your forms short and

simple (use progressive forms if

possible).

l e a d c o n v e r s i o n


IDENTIFICATION & NURTURING


Identify the buyer personae /

segments.

Know their preferences with

the data they provide, the data

inferred and their journey on

your website.

i d e n t i f i c a t i o n Marie, 24, singleJake, 29, married


Establish a scoring system

for each action they take (on

your emails, website, during

events …)

Automation & scenarii

differentiated according to

the segments in order to be

as personalized as possible.

n u r t u r i n g


FROM “HOT” LEAD TO CLIENT


Only transfer the “hot leads”

to the sales department.

Provide all the relevant data

collected along the customer

journey – actions, information, etc.

h o t l e a d t o c l i e n t


© Photo by Sebastian ter Burg on FlickR

MONITORING & KPIs


Measure the reach, how often

your content has been shared

or the amount of visits on each

page.

Take decisions based on the

results, comparing them to the

objectives you defined at the

beginning.

m o n i t o r i n g & k p i


CONCLUSION


First and foremost

Start by hand, try things out.

Content creation is more

important than marketing

automation.

It’s not as hard as it looks,

technologies facilitate the

process.

It’s okay to make mistakes,

things don’t usually work out

after the first trial.

Iterative method instead of

the usual long project that has

lost relevance by the end.


WHO ARE WE ?


OUR EVENTS in APRIL

Salon e-

marketing

Salon e-

marketing

Salon e-

marketing

Afterwork

avec 1m30


CONTACT US

Customer eXperience company

Société : SunTseu

Adresse : 22 Boulevard de Stalingrad

92320 Châtillon

Téléphone: 01 80 41 00 31

Site: www.suntseu.com

E-mail: [email protected]

Fax: 01 80 41 00 32
