What Is Winning?

Framework 1Stranger to Advocate

Customer Journey

Framework 2See, Think, Do, Delight

Content Journey

When you’ve got mediaEarnedOwned

Paid

How Do I Know When I’ve Won?

Why do I have to win?

If you don’t someone else will!

Customer Journey – Framework 1

How to attract customers

Creating blogs about your business and everything in between

Starting conversations on social media about subjects topical to your products and services

Answering peoples questions on social media

Using keywords in your marketing for when people search on Google

How to convert visitors

Create compelling call to actions

Tell people what you want them to do

Use strong verbs

Make people think less

Use forms to capture data

Make the most out of your databases

How to close leads

Create email marketing workflows

Give them a call

Take online – offline

Use promotions

Data capture & enquiries

Landing pages

How to delight customers

After-sales service

Email more relevant content

Tailor content based on purchases

Send out a survey monkey

@googledave

Persona has a problem but is not aware of the solution

SEE

Has a problem and is researching the solutions

THINK

Aware of your solution,

convince them!

DO

They’re a customer encourage to buy

and share more

DELIGHT

Content Journey - Framework 2

What is SEE content?

Entertaining

Targeted at… everyone

Ideal for brand building

Building awareness

The aim is to make people aware of you!

What is THINK content?

Educational

Targeted at… target audience

Ideal for explaining product/service

Building interest

The aim is to create leads!

What is DO content?

Convincing

Targeted at… qualified leads

Ideal for persuading

Building trust

The aim is to create conversions and customers!

What is DELIGHT content?

Inspiring

Targeted at… customers

Ideal for sharing

Builds referrals

The aim is to make customers brand advocates

The Winning Formula

Framework 1 Customer Journey

+Framework 2

Content Journey

=Customer Content Journey

Creating a customer content journey

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Got a question?@PhCreativeAndy

@MrRussell1

Start with WHY

Create personas

Identify their pains and pleasures

Match products and services to personas

Create a timeline

Map different content to parts of the funnel

Outcome

Aims and ValuesARM

Influencer Tools

Content Tools

@googledave

Aims and ValuesARM

Social Media Tools

What tone of voice do they use?

What content works well for them?

What times do they seem to get the most engagement?

Competitor Research

Camp Leaders Timeline

Brand DevelopmentARM Recruitment

Social Media

Summary

Creating a customer journey

Creating a content journey

Personas

Influencers

Content

Social Media