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The Traditional Funnel Model
Evolution of the FunnelSource: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the...
50% of consumers spend >75% of          shopping time in online researchSource: http://www.marketingcharts.com/direct/onli...
70% of UK online users find online          reviews the most helpful featureSource: http://www.marketingcharts.com/direct/...
Upto 95% of qualified prospects on             your website are there to research                      and not to buy     ...
Repeat: The funnel has changed            forever
Message: Personalization is    possible at scale
75% consumers willing to provide       personal information for personalized                    experienceSource: http://w...
77% consumers have made additional             purchases on personalized                 recommendationsSource: http://www...
Personalization of MarketingSource: http://www.marketingsherpa.com/1news/chartofweek-04-19-11-lp.htm
Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
Case Study: Helzberg Diamonds                  generated 288% sales lift with                  animated personalized promo...
Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
Repeat: Personalization is possible             at scale
Message: Explosion in ways to       reach buyers
Ways to reach potential buyers
Ways to reach potential buyers
Ways to reach potential buyers
Brain Shake: In how many ways can you reach potential buyers today?
Repeat: Explosion in ways to reach             buyers
Message: The rise of online      persuasion
Repeat: The rise of online      persuasion
The 42inception Model    of StrategizingCustomer Acquisition
Transact                    Persuade          Keep inReach &   TouchEngage
Digital Media Landscape  for Acquiring Reach
How are Businesses acquiring          Reach?
Whizlabs – Online Selling of EducationGenerating Online Customers through Search Engines & Discussion Forums
NIX Solutions – IT Services Company     Generating $ 2.4 M+/year Revenue through Elance.com
Airbnb leveraging Craigslist in initial days     Leveraging Technology to build reach for the property listing
Airbnb: Online Accommodation Booking  Google Display Network                    True Value Ads         Nights booked incre...
Building Reach through Mobile Ads 2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install
Balsamiq: Leveraging Blogosphere      Got 20% of 40 leading bloggers talked about him
Inject yourself in the conversation
42inception – Digital Marketing Learning   Generating 90% of Leads through Google Ads & Facebook Ads
Entrepreneur using LinkedIn     Generating 3.5 Million of Business through LinkedIn
Eventbrite using Social Media                                      • Users are encouragedDiscover a                 Share ...
Kitchen Equipment Company & YouTube ~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales
Listen & Engage on LinkedIn Answers
Listen & Engage on Twitter
DropBox using Referral Marketing   The referral program permanently increased signups by 60%
Benefits of Digital Marketing
Promotes Immediate Acton         Immediate Call To Action (CTA)
Enable Targeting           Target options available on LinkedIn
Inbound/Pull/Permission Based
Offer High Value & Engaging Content
Digital Marketing Landscape for         building Reach
Ways to Build Reach•   Search Engine Optimization•   Online Advertisements•   Social Media Marketing•   Content Marketing•...
SEO – Search Engine Optimization
SEO – Recent Change – “Author Rank”
Whether SEO is for You or Now?
Online Advertising
Why Online Ads?• Scale (unlimited no of keywords)• Easy to start (almost instant)• Better control  – Targeting  – Landing ...
SEO Vs SEM             Carwale.com             Cardekho.com
Social Media MarketingEditorial Content   User Generated Content
Facebook vs LinkedIn vs Twitter
Organic Reach    Long term ROI but takes time to build
Paid Reach     Quick and Flexible way of building reach
Viral Reach     Viddy acquired 800K+ users within few months
What is Content Marketing?      Content Marketing Is about nurturing a Relationship
Content Marketing – Not a New Concept“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi
Content Marketing Channels  Blog               Webinars      Infographics
Email Marketing for building Reach
Email Marketing
Comparison for B2B Businesses
Email MarketingB2C marketers report an average 256%ROI Email Marketing — pulling in $256 forevery $1 invested.(Marketing S...
Why Email Marketing?•   Highest Conversion•   Longer lifespan•   You own the data•   Personal & Direct•   Control over dat...
Targeting Audience on    Digital Media
Referral                                     SEO                         Paid Adverts. Marketing Email                    ...
Different Methods, Channels offersDifferent ways to Target Audience
2 ways to Target audience       Interest        Demographics      Targeting          Targeting   Type of content    Person...
Keywords Tools to Assess Search Interest                                             Interest Targeting     Targeting Peop...
Exercise                                       Interest Targeting• Search “Digital Marketing” using the following  tools  ...
Tools to Understand Online Behavior                           Interest Targeting
Example: Amazon                                            Interest Targeting    Targeting Website users based on Past Beh...
Example: 42inception                                             Interest Targeting     Integrating Sales with Users’ Onli...
Remarketing: Targeting your Visitors                                             Interest Targeting      Targeting Website...
Remarketing Example: ClearTrip.com                          Interest Targeting
Remarketing Example: ClearTrip.com                          Interest Targeting
Targeting Website Visitors on Facebook                                               Interest Targeting            Retarge...
Targeting Existing Contacts through FB Ads                                  Interest Targeting
Engagement Magnets
Engagement MagnetPiece of Content                         Engagement     Ads                                     Click Lan...
Engagement MagnetA reason for the user to engage
Effective Magnet Reduces Friction
Examples
EMC2 –41 New Products Launch  How to Engage Users, Bloggers in the Storage Industry?
EMC2 –Record Breaking Campaign700,000+ views, 40+ posts by influential bloggers, 1,500+ tweets
Vichy: Engaging Users in Singapore20K+ votes in a month campaign, 50 % spurt in Normaderm sales
B2B Company Engaging around GameGame for IT Professionals – Network Security Challenge
Training Company using Webinars                           Clicked Registration Link                                    318...
42inception - Guides, Webinars & Lessons  Guide        Video Lessons    Webinar
Case Studies, Research & Training
Marketing Company using NewsLetter
HubSpot using eBooks
ReadyPulse using Free Tool
ReadyPulse using Free Tool
SocialBakers Offering Industry Report
SocialBakers offering Auditing Tool
Product Trials   Consulting   Contest
Consulting   White Paper
Discount                      Discount           Discount
Facebook using Free Help & Ads                   Free Help & Free Ads Coupon
Dell using Special Discount
Dell Discount offer Tweets
Reach Building Strategy Exercise
Engagement Magnets & Reach Building Strategy
Engagement Magnets & Reach Building Strategy
Engagement Magnets & Reach Building Strategy
Engagement Magnets & Reach Building Strategy
Engagement Magnets & Reach Building Strategy
Engagement Magnets & Reach Building Strategy
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Engagement Magnets & Reach Building Strategy

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Transcript of "Engagement Magnets & Reach Building Strategy"

  1. 1. The Traditional Funnel Model
  2. 2. Evolution of the FunnelSource: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  3. 3. 50% of consumers spend >75% of shopping time in online researchSource: http://www.marketingcharts.com/direct/online-research-takes-up-large-portion-of-shopping-time-19002/
  4. 4. 70% of UK online users find online reviews the most helpful featureSource: http://www.marketingcharts.com/direct/online-product-reviews-most-helpful-in-purchase-decisions-offline-too-3437/
  5. 5. Upto 95% of qualified prospects on your website are there to research and not to buy But as many as 70% of them will buy either from you or your competitorSource: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
  6. 6. Repeat: The funnel has changed forever
  7. 7. Message: Personalization is possible at scale
  8. 8. 75% consumers willing to provide personal information for personalized experienceSource: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
  9. 9. 77% consumers have made additional purchases on personalized recommendationsSource: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
  10. 10. Personalization of MarketingSource: http://www.marketingsherpa.com/1news/chartofweek-04-19-11-lp.htm
  11. 11. Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
  12. 12. Case Study: Helzberg Diamonds generated 288% sales lift with animated personalized promoSource: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
  13. 13. Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
  14. 14. Repeat: Personalization is possible at scale
  15. 15. Message: Explosion in ways to reach buyers
  16. 16. Ways to reach potential buyers
  17. 17. Ways to reach potential buyers
  18. 18. Ways to reach potential buyers
  19. 19. Brain Shake: In how many ways can you reach potential buyers today?
  20. 20. Repeat: Explosion in ways to reach buyers
  21. 21. Message: The rise of online persuasion
  22. 22. Repeat: The rise of online persuasion
  23. 23. The 42inception Model of StrategizingCustomer Acquisition
  24. 24. Transact Persuade Keep inReach & TouchEngage
  25. 25. Digital Media Landscape for Acquiring Reach
  26. 26. How are Businesses acquiring Reach?
  27. 27. Whizlabs – Online Selling of EducationGenerating Online Customers through Search Engines & Discussion Forums
  28. 28. NIX Solutions – IT Services Company Generating $ 2.4 M+/year Revenue through Elance.com
  29. 29. Airbnb leveraging Craigslist in initial days Leveraging Technology to build reach for the property listing
  30. 30. Airbnb: Online Accommodation Booking Google Display Network True Value Ads Nights booked increased from 0.8M to 2M in a year
  31. 31. Building Reach through Mobile Ads 2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install
  32. 32. Balsamiq: Leveraging Blogosphere Got 20% of 40 leading bloggers talked about him
  33. 33. Inject yourself in the conversation
  34. 34. 42inception – Digital Marketing Learning Generating 90% of Leads through Google Ads & Facebook Ads
  35. 35. Entrepreneur using LinkedIn Generating 3.5 Million of Business through LinkedIn
  36. 36. Eventbrite using Social Media • Users are encouragedDiscover a Share it to share events on theirnew event Social Media profiles • Event sharing provides viral reach and Buy tickets ultimately leads to revenue – Facebook: $2.52 per shareCompany: Eventbrite – Twitter: $0.43 per share – LinkedIn: $0.90 per share Generating Revenue by encouraging Sharing on Social Media
  37. 37. Kitchen Equipment Company & YouTube ~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales
  38. 38. Listen & Engage on LinkedIn Answers
  39. 39. Listen & Engage on Twitter
  40. 40. DropBox using Referral Marketing The referral program permanently increased signups by 60%
  41. 41. Benefits of Digital Marketing
  42. 42. Promotes Immediate Acton Immediate Call To Action (CTA)
  43. 43. Enable Targeting Target options available on LinkedIn
  44. 44. Inbound/Pull/Permission Based
  45. 45. Offer High Value & Engaging Content
  46. 46. Digital Marketing Landscape for building Reach
  47. 47. Ways to Build Reach• Search Engine Optimization• Online Advertisements• Social Media Marketing• Content Marketing• Email Marketing• Referral Marketing• Affiliate Marketing• …
  48. 48. SEO – Search Engine Optimization
  49. 49. SEO – Recent Change – “Author Rank”
  50. 50. Whether SEO is for You or Now?
  51. 51. Online Advertising
  52. 52. Why Online Ads?• Scale (unlimited no of keywords)• Easy to start (almost instant)• Better control – Targeting – Landing Page – Stop-start – Measurability• Lower Risk compared to SEO• Multiple Exposure through Remarketing
  53. 53. SEO Vs SEM Carwale.com Cardekho.com
  54. 54. Social Media MarketingEditorial Content User Generated Content
  55. 55. Facebook vs LinkedIn vs Twitter
  56. 56. Organic Reach Long term ROI but takes time to build
  57. 57. Paid Reach Quick and Flexible way of building reach
  58. 58. Viral Reach Viddy acquired 800K+ users within few months
  59. 59. What is Content Marketing? Content Marketing Is about nurturing a Relationship
  60. 60. Content Marketing – Not a New Concept“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi
  61. 61. Content Marketing Channels Blog Webinars Infographics
  62. 62. Email Marketing for building Reach
  63. 63. Email Marketing
  64. 64. Comparison for B2B Businesses
  65. 65. Email MarketingB2C marketers report an average 256%ROI Email Marketing — pulling in $256 forevery $1 invested.(Marketing Sherpa)
  66. 66. Why Email Marketing?• Highest Conversion• Longer lifespan• You own the data• Personal & Direct• Control over data (e.g. who’s opening)
  67. 67. Targeting Audience on Digital Media
  68. 68. Referral SEO Paid Adverts. Marketing Email ContentMarketing MarketingSocial Media Viral Different Methods to make yourself Discoverable Marketing Marketing
  69. 69. Different Methods, Channels offersDifferent ways to Target Audience
  70. 70. 2 ways to Target audience Interest Demographics Targeting Targeting Type of content Personal & published, Professional Profile consumed or specified by the engaged Users
  71. 71. Keywords Tools to Assess Search Interest Interest Targeting Targeting People based on the “Search Queries”
  72. 72. Exercise Interest Targeting• Search “Digital Marketing” using the following tools – Google Keyword Suggestion Tool – Search Volume Analysis • http://bit.ly/kw-tool – Google Trends - Focus on growing trends • http://www.google.com/trends – Soovle - Get trends across platforms • http://soovle.com
  73. 73. Tools to Understand Online Behavior Interest Targeting
  74. 74. Example: Amazon Interest Targeting Targeting Website users based on Past Behavior
  75. 75. Example: 42inception Interest Targeting Integrating Sales with Users’ Online Behavior
  76. 76. Remarketing: Targeting your Visitors Interest Targeting Targeting Website Visitors on other website
  77. 77. Remarketing Example: ClearTrip.com Interest Targeting
  78. 78. Remarketing Example: ClearTrip.com Interest Targeting
  79. 79. Targeting Website Visitors on Facebook Interest Targeting Retargeting Visitors on Facebook
  80. 80. Targeting Existing Contacts through FB Ads Interest Targeting
  81. 81. Engagement Magnets
  82. 82. Engagement MagnetPiece of Content Engagement Ads Click Landing Page Fill up a form Website Try your Product Email Click on the Link
  83. 83. Engagement MagnetA reason for the user to engage
  84. 84. Effective Magnet Reduces Friction
  85. 85. Examples
  86. 86. EMC2 –41 New Products Launch How to Engage Users, Bloggers in the Storage Industry?
  87. 87. EMC2 –Record Breaking Campaign700,000+ views, 40+ posts by influential bloggers, 1,500+ tweets
  88. 88. Vichy: Engaging Users in Singapore20K+ votes in a month campaign, 50 % spurt in Normaderm sales
  89. 89. B2B Company Engaging around GameGame for IT Professionals – Network Security Challenge
  90. 90. Training Company using Webinars Clicked Registration Link 318Website Registered 81Emailers Attended 21 Leads Generated 12 Landing Page
  91. 91. 42inception - Guides, Webinars & Lessons Guide Video Lessons Webinar
  92. 92. Case Studies, Research & Training
  93. 93. Marketing Company using NewsLetter
  94. 94. HubSpot using eBooks
  95. 95. ReadyPulse using Free Tool
  96. 96. ReadyPulse using Free Tool
  97. 97. SocialBakers Offering Industry Report
  98. 98. SocialBakers offering Auditing Tool
  99. 99. Product Trials Consulting Contest
  100. 100. Consulting White Paper
  101. 101. Discount Discount Discount
  102. 102. Facebook using Free Help & Ads Free Help & Free Ads Coupon
  103. 103. Dell using Special Discount
  104. 104. Dell Discount offer Tweets
  105. 105. Reach Building Strategy Exercise
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