How to Personalize Your Marketing
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How to Personalize Your Marketing

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At the 2012 Inbound Marketing Conference, keynote speaker Gary Vaynerchuk said, "If content is king, then context is God." My presentation at the Boston B2B Camp in September sought to dive deeper ...

At the 2012 Inbound Marketing Conference, keynote speaker Gary Vaynerchuk said, "If content is king, then context is God." My presentation at the Boston B2B Camp in September sought to dive deeper into what Vaynerchuk meant by this, and develop ways for marketers to bake context into their work. This presentation outlines the topics covered in the talk. Enjoy!

If you have any further questions, or would like me to present at your next conference, please email me at steve@haasemarketing.com.

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  • Inform and inspire!!!We’re going to explore the world of personalized marketing. Participants will: create meaningful audience segments, plus personalized content ideas for each stage of the buying cycle. In other words, you’re going to know how to dance!
  • Context is difference between fail and succeed. Infinite examples of context boo.
  • Make it wonderful. Deliver right message to right person at the right time. Example: Obama 2008 supporters.
  • Start with questions.IndividualRelationship
  • Determine who your personas are. What are the meaningful distinctions between them? HS example.Gather the data that will inform you of someone's profile. (ask for ideas) Page views Forms filled out Answers on those forms (what are you asking? Geography, role, size) Items purchased (learn birthday, referral source) Conversations with sales and/or support (other touch points) Emails clicked Key here is to find the crucial questions to parse "Do you live mainland or HI?" Come up with two different personas for your business, based on the distinctions above.
  • Where are they at in the buying journey? (Awareness, Evaluation, Purchase, Evangelist) or Sub, Lead, MQL, SQL, Opp, Cust., Evangelist
  • Create the matrix. No content yet.
  • What are some examples of contextualized content?Email = easy. But align sales and marketing - turn it off during conversationsOffers = easy. Forms = advanced.Blog posts = easy, and Google will make the match based on what the searcher told it!Web page content = harder.CTAs, pages,Adwords copy = easy.Retargeting = standard with good services.Mobile friendly = becoming mandatory.
  • Exercise: Go through one persona, creating ideas for content and channel for each stage of the buying cycle.

How to Personalize Your Marketing Presentation Transcript

  • 1. From Content to Context:or, How to Do the Marketing Tango #b2bcamp @stevehaase
  • 2. Why ContextContext Boo: #b2bcamp @stevehaase
  • 3. Context Hooray: #b2bcamp @stevehaase
  • 4. What is Context?1. The critical differences between the various segments of your market.2. The phase your relationship is at with each individual in those segments. #b2bcamp @stevehaase
  • 5. Creating Segments1. Determine who your personas are. Start by asking, “What are the meaningful distinctions between my different customers?”2. Gather the data that will tell you which persona best describes each new lead on your website. Touch points for this data include: - Specific pages viewed - Forms filled out - Answers on those forms (e.g. geography, job title, biz size) - Items purchased - Offline conversations with sales and/or support - Emails clicked Exercise:• Develop two different personas for your business, based on the distinctions above. #b2bcamp @stevehaase
  • 6. Relationship• Where is someone at in the buying journey with you? A simple framework for this could be: • Awareness • Evaluation • Purchase #b2bcamp @stevehaase
  • 7. Let’s Build the Content/Context Matrix! (Persona 1) (Persona 2)AwarenessEvaluationPurchase #b2bcamp @stevehaase
  • 8. What Content Can You Contextualize?• Email (easy)• Offers (easy)• Smart forms on your offers (advanced)• Blog posts (easy) Note: Search engines will make the contextual match based on what the searcher typed.• Web page content (advanced) e.g. CTAs, dynamic pages, requires special software• Adwords (easy)• Retargeted ads (medium)• Mobile friendly site (medium) #b2bcamp @stevehaase
  • 9. Let’s Take it Across the LineExercise: Go back to your matrix andcreate ideas for personalized contentfor both of your personas, at eachstage of the buying cycle.Use the completed matrix to guideyour future content creation. #b2bcamp @stevehaase