A E I O U

AEIOU Model for Selected Marketing Best PracticesRevenue Architects, December 2011

The “A-E-I-O-U” Model Attract audience from the web and direct Optimize Understand Engage the website for with experience behaviors, values, p conversions design and content erformance Influence visitors to share with others

Attract Strategies• Understand your audience and build your database• Segment for 1:1 messaging• Consistently communicate with Attract eMail and remain top of mind audience from the web and direct• Deliver exciting content that agitates a pain or need• Use SEO and on/off page tactics Optimize Understand Engage for visibility the website for behaviors, values, with experience design and content conversions• performance Engage on Social Media to expand reach and velocity• Shift your advertising toward Influence more targeted digital visitors to share• with others The USPS is still your friend• Integrate telesales with marketing campaigns and message

Engage Strategies• Build engaging website experiences are with design, content and functionality Attract• Use landing pages for audience from the web and direct campaigns and messaging• Nurture relationships with drip Optimize Understand Engage programs and permission offers the website for behaviors, values, with experience conversions design and content• Use rich media including video performance and interesting info graphics• Align with your buyer’s steps at Influence visitors to share stage of the buy-cycle with others• Offer low threshold entrée services

Influence Strategies• Track and engage influencers and key opinion leaders• Use digital PR and social media Attract to raise your profile audience from the• Facilitate content sharing and web and direct customer referrals Social Media Syndicate content across Optimize Engage Understand leading destinations the website for behaviors, values, with experience design and content conversions performance• Build thought leadership reputation through public speaking Influence• Engage an active blog sharing visitors to share with others• Deploy social media widgets for content and following

Optimize Strategies• Use marketing automation for inbound demand management• Deploy call to actions and Attract conversion points across the audience from the web and direct website• Use highly targeted online Optimize Understand Engage advertising in your ad mix the website for behaviors, values, with experience conversions design and content• Build creative landing for performance inbound lead capture• Engage telesales prospecting to Influence visitors to share cross-promote campaigns and with others offers and generate leads

Understand Strategies• Track performance for the leading indicators of revenue performance – social, digital and Attract telesales audience from the web and direct• Capture deeper lead disposition over time – online and offline Optimize Engage• Use social CRM Systems for the website for Understand behaviors, values, with experience conversions design and content client intelligence and disposition performance Influence visitors to share with others

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A E I O U

by Revenue Architects on Dec 06, 2011

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A E I O U — Presentation Transcript