campaigns as patterns
DESCRIPTION
TRANSCRIPT
“I keep hearing that Social Media is not just another marketing channel. But what does that mean?”
We aren’t creating a “funnel” we’re establishing a relationship - a pattern of behavior
TRANSACTION
Ad Lead
Out with the old
1%
We’ve got something
interesting going on
Really? Tell me more
person destination
In with the new
relationship
• Every time they visit it’s a meaningful experience.
• Every time they visit they get a little closer.
• Every time they visit, you’re creating the context for their next visit.
The pattern you want to see
Something to talk about A destination
A way to engage more
A way to stay engaged
Establishing the basic pattern
This isn’t the only pattern, but it is the simplest
Something to talk about
What is important to your community, and how are you adding value there? What are you going to say that your community will want to respond to?
A destination
Where do I go if I’m interested? What will I find there? How will it connect with other information or resources I may need on my journey?
A way to engage more
It may take several steps between “ I’ve heard of you” to “I want to buy now” especially if you are in the B2B space. Give your new or returning friend something to do here. Contribute an idea, ask a question, watch a video, share with friends. Your friend may not be a buyer, but if they share your interests, they have friends who do too…
A way to stay engaged
They came, they saw, they commented. How and when will you see them again? Establish a pattern: sign up, subscribe or join means we can check-in periodically.
A way to engage others
Your target isn’t only the person in front of you, it’s the people they talk to. In B2B this is a critical element of the sales cycle. In both B2B and B2C this is the foundation of your reputation. What are you doing to make it easy for your audience to tell or share your story to others?
