Engagement Magnets & Reach Building Strategy
 

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Engagement Magnets & Reach Building Strategy Presentation Transcript

  • 1. The Traditional Funnel Model
  • 2. Evolution of the FunnelSource: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  • 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. 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. 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. Repeat: The funnel has changed forever
  • 7. Message: Personalization is possible at scale
  • 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. 77% consumers have made additional purchases on personalized recommendationsSource: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
  • 10. Personalization of MarketingSource: http://www.marketingsherpa.com/1news/chartofweek-04-19-11-lp.htm
  • 11. Source: http://www.marketingcharts.com/direct/what-online-consumers-want-a-personalized-experience-5022/
  • 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. Source: http://www.marketingsherpa.com/article/case-study/helzberg-diamonds-garners-288-sales
  • 14. Repeat: Personalization is possible at scale
  • 15. Message: Explosion in ways to reach buyers
  • 16. Ways to reach potential buyers
  • 17. Ways to reach potential buyers
  • 18. Ways to reach potential buyers
  • 19. Brain Shake: In how many ways can you reach potential buyers today?
  • 20. Repeat: Explosion in ways to reach buyers
  • 21. Message: The rise of online persuasion
  • 22. Repeat: The rise of online persuasion
  • 23. The 42inception Model of StrategizingCustomer Acquisition
  • 24. Transact Persuade Keep inReach & TouchEngage
  • 25. Digital Media Landscape for Acquiring Reach
  • 26. How are Businesses acquiring Reach?
  • 27. Whizlabs – Online Selling of EducationGenerating Online Customers through Search Engines & Discussion Forums
  • 28. NIX Solutions – IT Services Company Generating $ 2.4 M+/year Revenue through Elance.com
  • 29. Airbnb leveraging Craigslist in initial days Leveraging Technology to build reach for the property listing
  • 30. Airbnb: Online Accommodation Booking Google Display Network True Value Ads Nights booked increased from 0.8M to 2M in a year
  • 31. Building Reach through Mobile Ads 2 M+ Ads Impressions, 26% Install to Click, Less than $3 Cost-to-Install
  • 32. Balsamiq: Leveraging Blogosphere Got 20% of 40 leading bloggers talked about him
  • 33. Inject yourself in the conversation
  • 34. 42inception – Digital Marketing Learning Generating 90% of Leads through Google Ads & Facebook Ads
  • 35. Entrepreneur using LinkedIn Generating 3.5 Million of Business through LinkedIn
  • 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. Kitchen Equipment Company & YouTube ~200M Video Views, ~400K Channel Subscribers, 700% increase in Sales
  • 38. Listen & Engage on LinkedIn Answers
  • 39. Listen & Engage on Twitter
  • 40. DropBox using Referral Marketing The referral program permanently increased signups by 60%
  • 41. Benefits of Digital Marketing
  • 42. Promotes Immediate Acton Immediate Call To Action (CTA)
  • 43. Enable Targeting Target options available on LinkedIn
  • 44. Inbound/Pull/Permission Based
  • 45. Offer High Value & Engaging Content
  • 46. Digital Marketing Landscape for building Reach
  • 47. Ways to Build Reach• Search Engine Optimization• Online Advertisements• Social Media Marketing• Content Marketing• Email Marketing• Referral Marketing• Affiliate Marketing• …
  • 48. SEO – Search Engine Optimization
  • 49. SEO – Recent Change – “Author Rank”
  • 50. Whether SEO is for You or Now?
  • 51. Online Advertising
  • 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. SEO Vs SEM Carwale.com Cardekho.com
  • 54. Social Media MarketingEditorial Content User Generated Content
  • 55. Facebook vs LinkedIn vs Twitter
  • 56. Organic Reach Long term ROI but takes time to build
  • 57. Paid Reach Quick and Flexible way of building reach
  • 58. Viral Reach Viddy acquired 800K+ users within few months
  • 59. What is Content Marketing? Content Marketing Is about nurturing a Relationship
  • 60. Content Marketing – Not a New Concept“Satyagraha would have been impossible without Indian Opinion.” – Mahatma Gandhi
  • 61. Content Marketing Channels Blog Webinars Infographics
  • 62. Email Marketing for building Reach
  • 63. Email Marketing
  • 64. Comparison for B2B Businesses
  • 65. Email MarketingB2C marketers report an average 256%ROI Email Marketing — pulling in $256 forevery $1 invested.(Marketing Sherpa)
  • 66. Why Email Marketing?• Highest Conversion• Longer lifespan• You own the data• Personal & Direct• Control over data (e.g. who’s opening)
  • 67. Targeting Audience on Digital Media
  • 68. Referral SEO Paid Adverts. Marketing Email ContentMarketing MarketingSocial Media Viral Different Methods to make yourself Discoverable Marketing Marketing
  • 69. Different Methods, Channels offersDifferent ways to Target Audience
  • 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. Keywords Tools to Assess Search Interest Interest Targeting Targeting People based on the “Search Queries”
  • 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. Tools to Understand Online Behavior Interest Targeting
  • 74. Example: Amazon Interest Targeting Targeting Website users based on Past Behavior
  • 75. Example: 42inception Interest Targeting Integrating Sales with Users’ Online Behavior
  • 76. Remarketing: Targeting your Visitors Interest Targeting Targeting Website Visitors on other website
  • 77. Remarketing Example: ClearTrip.com Interest Targeting
  • 78. Remarketing Example: ClearTrip.com Interest Targeting
  • 79. Targeting Website Visitors on Facebook Interest Targeting Retargeting Visitors on Facebook
  • 80. Targeting Existing Contacts through FB Ads Interest Targeting
  • 81. Engagement Magnets
  • 82. Engagement MagnetPiece of Content Engagement Ads Click Landing Page Fill up a form Website Try your Product Email Click on the Link
  • 83. Engagement MagnetA reason for the user to engage
  • 84. Effective Magnet Reduces Friction
  • 85. Examples
  • 86. EMC2 –41 New Products Launch How to Engage Users, Bloggers in the Storage Industry?
  • 87. EMC2 –Record Breaking Campaign700,000+ views, 40+ posts by influential bloggers, 1,500+ tweets
  • 88. Vichy: Engaging Users in Singapore20K+ votes in a month campaign, 50 % spurt in Normaderm sales
  • 89. B2B Company Engaging around GameGame for IT Professionals – Network Security Challenge
  • 90. Training Company using Webinars Clicked Registration Link 318Website Registered 81Emailers Attended 21 Leads Generated 12 Landing Page
  • 91. 42inception - Guides, Webinars & Lessons Guide Video Lessons Webinar
  • 92. Case Studies, Research & Training
  • 93. Marketing Company using NewsLetter
  • 94. HubSpot using eBooks
  • 95. ReadyPulse using Free Tool
  • 96. ReadyPulse using Free Tool
  • 97. SocialBakers Offering Industry Report
  • 98. SocialBakers offering Auditing Tool
  • 99. Product Trials Consulting Contest
  • 100. Consulting White Paper
  • 101. Discount Discount Discount
  • 102. Facebook using Free Help & Ads Free Help & Free Ads Coupon
  • 103. Dell using Special Discount
  • 104. Dell Discount offer Tweets
  • 105. Reach Building Strategy Exercise