Date post: | 16-Jul-2015 |
Category: |
Marketing |
Upload: | linkedin-marketing-solutions |
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Moving to an
Finance Marketing Strategy
Ira Amilhussin Sr. Marke2ng Manager LinkedIn
WHAT DOES ALWAYS-ON MEAN?
Education Consistency Relevance
Financial companies have a solid advantage, because they are in the business of helping people manage their money.
“Education that inspires.”
“Quality content generated on a
consistent basis.”
“It’s about giving first and attracting
customers, rather than chasing them.”
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WHAT STOPS FINANCIAL MARKETERS?
• It’s not free
• Top management foot-dragging
• Siloed organizations
• Legal and compliance concerns
• The measurement conundrum
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“The risk of not doing something interesting is bigger than not doing anything at all.”
— Paul Butcher, Head of Digital Communications, Citi
4 KEY STEPS TO MOVING TO AN ALWAYS-ON STRATEGY
1. Convince stakeholders
2. Source great content
3. Balance editorial calendar with with real-time market commentary
4. Engineer your success
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Shane Snow Co-‐founder and Chief Crea2ve Officer Contently
Jenny Cronin Social Media Strategist Formerly of Personal Capital
Jill Sherman SVP, Social and Content Strategy DigitasLBi
Lorin Suslow Social Media Marke2ng Strategist BlackRock
#1: CONVINCE STAKEHOLDERS
“The tipping point is when senior management starts to get online and
engage personally.”
— “Moving to Always-On from an Event-Based
Strategy” eBook
Demonstrate how it contributes to the business objectives they care about, by showing evidence that it works.
Connect Key Business Objectives
Web Traffic Brand Engagement Sales
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#2: SOURCE GREAT CONTENT
• Use ”big-rock” content or events to produce smaller, ongoing content pieces
• Repurpose high-performance content
• Partner with brand journalists and publishers
• Enlist your audience
• Reach out to industry influencers
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#3: BALANCE EDITORIAL CALENDAR WITH REAL-TIME MARKET INSIGHTS
• Create anticipatory content by identifying potential new events that might spark interest ahead of time
• Develop a respectful, collaborative partnership with legal and marketing
• Make sure you have the right tools and processes in place
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#4: ENGINEER YOUR SUCCESS
• Get serious about targeting: Be clear about who you’re trying to reach and what kind of engagement you’d like to see from them
• Create objectives by stages in the customer’s journey: Divide your buyer’s journey into stages and create objectives for each stage- reach, nurture, acquisition.
Reach content objectives: brand awareness and user engagement metrics
Nurture content objectives: sharing of contact information, unsolicited return visits, event attendance, quality generated leads
Acquire content objectives: purchase or renewal, customer evangelists, empowerment of brand advocates
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Shane Snow Co-‐founder and Chief Crea2ve Officer Contently
Jenny Cronin Social Media Strategist Formerly of Personal Capital
Jill Sherman SVP, Social and Content Strategy DigitasLBi
Lorin Suslow Social Media Marke2ng Strategist BlackRock
Ques2ons?
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