Content, Context, Customers & Engagement

Developing A Process For Success

1

Robert Rose (@Robert_Rose)Scott Liewehr (@sliewehr)

2 2

3

The Power Has Shifted

•We made our bed

•Consumer defenses are up

•Trust of “the man” is down

•Peers are always right…sometimes

Brands that view this phenomenon as an opportunity and proactively manage it will win 3

4

A Digital Marketer Must . . .

•Be open

•Be a good listener

•Be prepared

•Be knowledgeable

•Be consistent

•Deliver value

Listen. Be relevant. Engage.

Brand

4

5

The Art of Engagement“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”•Most valued currency of the

web

•Requires the ability to listen and communicate

•Tipping point: gaining the consumer’s attention and trust

5

6

It’s All About Communication

•Consumer has granted their consent

•You must be relevant

•Opportunity may be brief

•The business team owns the website, not IT

•SME’s don’t always reside in marketing

6

7

Awareness Conversion Loyalty Advocac

y

The Engagement Journey

• Brand Experience

Unknown

• Web Experience

Known • Engagement objective

‘Customer’

• Customer experience

Advocate

7

8

The biggest risk to engagement is the failure of a

single interaction.

8

9

We’re all publishersthese days

9

10

Subscribers to our brand...

10

11

90%

Old News: It starts with a search…

SEO = Answers. Not Engagement

11

12

News: Brand Subscriber = Business Value

23%

13%

Premium ValueFully Engaged

DiscountFully Disengaged

**CE11 – Gallup Customer Engagement As Core Strategy 12

13

Why it works

Content, if good, will be accepted and spread by your customers.

NO TECHNOLOGY BARRIERS.

Reach/Circulation no longer an issue (where are your customers and prospects?).

Transparency and immediate communication (most companies are not good at this).

More effective measurement…13

14

Size doesn’t matter

14

15

“Content is asImportant asCode”. - Dharmesh Shah

Size doesn’t matter

15

16

WEM - Starts And EndsWith One Thing….

Content….

16

17

Why a segmentation plan?

“We’re getting leads –

But – they’re all tire-kickers.”

“We don’t need MORE leads. We

need BETTER leads.”

“Tell me why I should fund

your Content Marketing

plan?”

“Is our messaging wrong?”

“Who IS our target audience?”

18

Some questions we’ll be able to answer?• What kind of leads is Google PPC (or any tactic) delivering? Are

they tire kickers or last-minute shoppers?

• What content resonates best with my best customers?

• Who are my targets? How many (of each) am I currently attracting?

What we can deliver…• A lead nurturing plan to move tire-kickers down the sales funnel

• A breakdown of how content marketing contributes to leads, opportunities and sales

• A detailed breakout of our target audiences – and a unique selling proposition for each.

Why? – So We Have Answers…

19

The Persona & Content Segmentation PlanOur example for today…

• WIMPY Technology• Product is Windows Integrated Management Program

(WIMP)• Targeting IT Directors and CFO’s at financial institutions

• Use them as our example throughout today

What Does Success Look Like?

20

What does success look like?

21

What does insight look like?

IT CFO

22

What does an “A Ha” Moment look like?

Customer Conversions

23

One Buyer Persona For Every Group• Job title, Vertical, Power in organization

• Different products or services?• It’s the WHO you are marketing to

Let’s Start With Our WIMP Solution• Director of IT – the “tech guy”

• CFO

Step 1 – Developing Buyer Personas

24

Jeremy• Mid 30’s – Coffee lover• Works at a bank • Responds to email; phone

not so much.• Frustrated because his

company is growing toofast to keep up with support

• COMPANY: USP: Enable Jeremy to be 25% more effective!

Step 1 – Jeremy Our IT Buyer

25

Put your Journalist hat on:

WHO is the persona… emotionally attached

WHAT does she do? What does his day look like?

WHERE is the gap in his needs/wants?

WHEN does he need to close this gap?

WHY does he care about us?

Step 1 - Buyer Persona Profiles

26

Just with our Sales Funnel?

(this is the easiest)

Just with Buying Process?

(this is more accurate – but aligned with sales?)

With a mix of both

(most complex and most accurate)

Step 2 – The Buying Cycle / Sales Funnel

27

Step 2 – The Sales Funnel

Contacts

Leads

Qualified Opportunities

Finalist

Verbal

28

Step 2 – The Buying Cycle

Awareness

Information Search

RFI’s Pricing Vendor

Purchase Decision

Competitive Alternatives

Short List

$

29

Step 2 – Putting It Together

30

The Sales Funnel

Build up the Sales Funnel process

Identify all the stages of this process

The Buying Process

Understand the buying process of our customers

Identify it by product – and determine if we need separate maps

Then, map it into the sales funnel

Step 2 - Summing Up

31

Taking inventory can be complex….Goal is to identify the content

Good enough is in many cases… Good EnoughIdentify ALL the different types of marketing

contentThis becomes our well from which we’ll draw…

Step 3 – Content Marketing Inventory

32

Step 3 – The Inventory Dashboard

TITLE AUTHOR META DATA.

33

Step 4 - Building The Segmentation Grid

34

Perceptive Content

35

Measuring the Level of Engagement

Understanding the audience and where they are on the journey is a business asset.

36

Questions / Answers

And Your Challenges….