Date post: | 13-Jan-2017 |
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Marketing |
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Using Social Media and Content Marketingto Drive Conversions and Gain Followers
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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
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WEBINAR POLL:
HOW EFFECTIVE IS CONTENT MARKETING AT REACHING
YOUR COMPANY’S BUSINESS GOALS?
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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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ZMOT
5
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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)
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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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• 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?
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9
WEBINAR POLL:
IS CONTENT MARKETING HELPING DRIVE CONVERSIONS
TO GROW YOUR BUSINESS?
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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
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6 EASY STEPS TO DRIVE CONVERSIONS WITH CONTENT
A Stepwise (and Iterative) Process
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Business Goal
Strategy
Production
Atomization
Amplification
Measurement
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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
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OBJECTIVES & METRICS
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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..)
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AwarenessInquiry & Analysis
Consideration
Loyalty
Advocacy
Purchase
Start: Information = IntroductionMiddle: Personalization = Persuasion
End: Remarkable = Retention
THE DIGITAL CUSTOMER JOURNEY
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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
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CONTENT MARKETING TACTICS
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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
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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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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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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
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AMPLIFYING YOUR CONTENT
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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
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METRICS & ROI
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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
Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7
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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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
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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
New Services
and Offers
New Followers
Social Channel
s
Retargeting
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Q&A and NEXT STEPS
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Using Social Media and Content Marketing
to Drive Conversions and Gain Followers
Join the Conversion: #SMPSWebinars | @SMPSHQ | @jabraha7
Let’s Connect!
Jason Abrahamswww.linkedin.com/in/jasonabrahams