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Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7 Using Social Media and Content Marketing to Drive Conversions and Gain Followers

Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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Page 1: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

Using Social Media and Content Marketingto Drive Conversions and Gain Followers

Page 2: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

JASON ABRAHAMSVice President of MarketingRoot3 Growth Marketing

Jason Abrahams is vice president of marketing for Root3 Growth Marketing, a Chicago-based agency focused on developing long-term success strategies for high-growth businesses. Acting in many cases as an outsourced CMO for his clients, Jason is charged with developing and executing brand strategy for clients across the country. He oversees a team of internal and external resources who are focused on executing both digital and traditional marketing tactics to drive customer base growth, digital conversions, and overall brand development for its clients.

Prior to joining Root3 in November, Jason oversaw marketing strategy development and execution, including major rebranding efforts, at Rightsize Facility Performance/Office Furniture Center, a turnkey provider of office interiors and facility services, Club Colors, a brand management and promotional products agency, and National Gift Card, a leading supplier of gift card solutions for the incentive industry. He has also held marketing, sales, and business development positions at KemperSports/KemperLesnik and THG Sports. Jason holds a BBA from University of Miami (FL) and a MBA from DePaul University Kellstadt Graduate School of Business, and is an instructor at the Digital Professional Institute.

YOUR SPEAKER

Page 3: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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3

WEBINAR POLL:

HOW EFFECTIVE IS CONTENT MARKETING AT REACHING

YOUR COMPANY’S BUSINESS GOALS?

Page 4: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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DRIVING CONVERSIONS THROUGH CONTENT MARKETING

Expanding into the E-Commerce Landscape• Content Marketing Works!• A Stepwise (and Iterative) Process• Converting Content to Revenue• Q&A and Next Steps

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Page 5: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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ZMOT

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Page 6: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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MARKETING IS IMPOSSIBLEWITHOUT GREAT CONTENT

Website

EmailPPC

(SearchAdvertising)

Display Advertisin

g

Social Network

sMobile

Marketing

Search Engine

Optimization

The components of the Digital Marketing Ecosystem allow us to:

• Be where and when people are looking

• Reach out to our potential customers by buying ads on relevant channels

• Communicate with our customer base

• Engage our customers (being part of the conversation)

Page 7: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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AND IT WORKS…• 77% of Internet users search online, consulting an average of 10.4

sources, before making a purchase or even speaking to sales.

• 91% of B2B marketers use content marketing.

• 78% of CMOs think custom content is the future of marketing.

• Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

• 72% of marketers think that branded content is more effective than magazine advertisements, 69% say it’s superior to direct mail and PR.

• 82% of marketers who blog see positive ROI for their inbound marketing.

• Website conversion rate is 6 times higher for those who’ve adapted content marketing strategy than those who haven’t.

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Page 8: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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• Clear, consistent messaging that resonates with your target audience

• An online presence that’s as good as your company

• The ability to be found if a prospect is searching for a solution like you offer

• Awareness efforts targeted to the right prospects

• Engagement with your prospects within their communities

• A solid plan to keep in touch and nurture relationships

It’s not optional, but necessary to have a content marketing strategy to grow your business.

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BUT HOW TO CUT THROUGH

THE DIGITAL CLUTTER?

Page 9: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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9

WEBINAR POLL:

IS CONTENT MARKETING HELPING DRIVE CONVERSIONS

TO GROW YOUR BUSINESS?

Page 10: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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DRIVING CONVERSIONS THROUGH CONTENT MARKETING

Expanding into the E-Commerce Landscape• Content Marketing 101• A Stepwise (and Iterative) Process• Converting Content to Revenue• Q&A and Next Steps

10

Page 11: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

11

Business Goal

Strategy

Production

Atomization

Amplification

Measurement

Page 12: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

12

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• Best content marketing programs define the role of content beforehand, not after the fact

• What are you making content for and what is the end goal of the content

• Do not create content just for the sake of checking that off the list

Page 13: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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OBJECTIVES & METRICS

Page 14: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

14

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• What is the specific aim of this particular content execution? For which audience is it intended? At what stage of the purchase funnel?

• What is the key question or need that this content fulfills?

• How do we know this need exists? (social listening, search engine keyword analysis, etc..)

Page 15: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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AwarenessInquiry & Analysis

Consideration

Loyalty

Advocacy

Purchase

Start: Information = IntroductionMiddle: Personalization = Persuasion

End: Remarkable = Retention

THE DIGITAL CUSTOMER JOURNEY

Page 16: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

16

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• Know your audience and consumption preferences

• What are you making, who is making it, and when

Page 17: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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CONTENT MARKETING TACTICS

Page 18: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

18

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• Don’t have to re-invent the wheel

• Take one big idea and make smaller content executions

Page 19: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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Preference-Based Content

• Blog Post

• Audio Clip

• Interactive Presentation

• PDF or Printed Brochure

• Slide Presentation (PowerPoint, Prezi)

• Article/Whitepaper

• Video or Animation

• Email Message

• Text Message

• Dimensional Item/Giveaway

• Tweet/Social Media Post

• Live Event

• Book or eBook

• Webinar/Hangout

• Image/Infographic

• Landing Page

Preference Content is Content That Has Been Created in Multiple Formats

to Allow a Consumer to Consume it the Modality They Desire.

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Page 20: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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REPURPOSE, REUSE, RECYCLE• Your great content can gain significant impact by repurposing

across multiple delivery methods.

• Examples:

• Use eBook or whitepaper excerpts as blog posts

• Film webinars and post the videos on the blog, or embed a slideshow of the PowerPoint your president used at the last conference he spoke at

• Point on SEO – It’s not plagiarism if you own the words. And unless Google has already indexed the words, you’ll likely be safe from negative SEO to repurpose and post again.

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Page 21: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

21

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• You must market your content

• You can’t expect people to magically find your content

• Treat your content executions like a product

Page 22: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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AMPLIFYING YOUR CONTENT

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Page 23: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT

A Stepwise (and Iterative) Process

23

Business

GoalStrategy

Productio

nAtomizatio

n

Amplificati

on

Measurement

• Best content programs are those that can be measured

• Data gathered can be used to optimize the content next time

Page 24: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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METRICS & ROI

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Page 25: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

DRIVING CONVERSIONS THROUGH CONTENT MARKETING

Expanding into the E-Commerce Landscape• Content Marketing 101 Revisited• A Stepwise (and Iterative) Process• Converting Content to Revenue• Q&A and Next Steps

25

Page 26: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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Get them to our digital properties

(Website, Landing Page, Social

Media)

INBOUND: When customers

are searching

OUTBOUND: Where customers

are active

Get their email, social, or other contact informationGet them to our physical storeGet them to buy onlineGet them to engage

Show our messages Drive Visits Convert (Action)

CONTENT MARKETING ‘CONVERSION’ PROCESS

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Page 27: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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Website

EmailPPC

(SearchAdvertising)

Display Advertising

Social Networks

Mobile Marketing

Search Engine

Optimization

Convert (Action)

Get their email, social, or other contact informationGet them to our physical storeGet them to buy onlineGet them to engage

CONTENT MARKETING ‘CONVERSION’ PROCESS

Page 28: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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EVENTUALLY IT’S A SYSTEM IN ACTIONUser Searches

Results(SEO)

Ads(PPC)

Website / Landing Page

Call To Action

Contact / Contact Information

Sales/Buy Social

Valuable Content

Share with network

Reviews, Ratings,

Advocacy

Ads on relevant websites

Email

New Services

and Offers

New Followers

Social Channel

s

Retargeting

Page 29: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

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Q&A and NEXT STEPS

29

Using Social Media and Content Marketing

to Drive Conversions and Gain Followers

Page 30: Using Social Media and Content Marketing to Drive Conversations and Gain Followers

Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7

Let’s Connect!

Jason Abrahamswww.linkedin.com/in/jasonabrahams

[email protected]