content, context, customers and engagement: a process for web engagement management
TRANSCRIPT
Content, Context, Customers & Engagement
Developing A Process For Success
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Robert Rose (@Robert_Rose)Scott Liewehr (@sliewehr)
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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
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A Digital Marketer Must . . .
•Be open
•Be a good listener
•Be prepared
•Be knowledgeable
•Be consistent
•Deliver value
Listen. Be relevant. Engage.
Brand
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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
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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
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Awareness Conversion Loyalty Advocac
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The Engagement Journey
• Brand Experience
Unknown
• Web Experience
Known • Engagement objective
‘Customer’
• Customer experience
Advocate
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News: Brand Subscriber = Business Value
23%
13%
Premium ValueFully Engaged
DiscountFully Disengaged
**CE11 – Gallup Customer Engagement As Core Strategy 12
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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
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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?”
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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…
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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?
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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
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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
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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
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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
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Step 2 – The Buying Cycle
Awareness
Information Search
RFI’s Pricing Vendor
Purchase Decision
Competitive Alternatives
Short List
$
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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
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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
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Measuring the Level of Engagement
Understanding the audience and where they are on the journey is a business asset.