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The Awen Group, 2012Wednesday, November 28, 2012
The art of                         Presented by                                              The Awen Group, 2012Wednesday...
The number one challenge                  of any business...                Gain new customers and keep repeat business.  ...
One big solution...                                                     The Awen Group, 2012Wednesday, November 28, 2012
This is engagement                                               The Awen Group, 2012Wednesday, November 28, 2012
Three types of customers      Assassins                Apathetics   Advocates                                             ...
Assassins            There are two types:            1. People who will            never do business with            you. ...
Apathetics                aka - Fence Riders     Tend to remain loyal to you      as long as it is convenient      and you...
Advocates      Willing to go out of their way to       use your product or service.                    They are           ...
Your current customers are your advocates.                           Hope is not a strategy!   The Awen Group, 2012Wednesd...
Apathetics                               aka - Fence Riders                                                    The Awen Gr...
Take the Apathetics and         turn them into   Advocates                                Oh look!                        ...
Rise above the ordinary in small (or large) ways that                           your customers!                           ...
Start engaging....                                                    The Awen Group, 2012Wednesday, November 28, 2012
Does your website have what it takes to                   keep a potential client engaged?           • Appearance         ...
Appearance of your website                                            Meaningful graphics            Good use of colors.  ...
Content    • Relevant and current           information    • Short, organized copy    • Speak to your visitors    • No bro...
The goal is to make content...                         • Useful                         • Usable                          ...
Functionality              • Each component works quickly and correctly              • Error free copy                    ...
Usability                               • Simplicity                               • Fast-loading pages                   ...
Customers can be outside your doors    looking up reviews, prices, your website, your facebook          page, your competi...
Two Big Components                                                    The Awen Group, 2012Wednesday, November 28, 2012
Get your story out...connect                                The Awen Group, 2012Wednesday, November 28, 2012
The Awen Group, 2012Wednesday, November 28, 2012
Looks like Mable Jones                                had a blast zip-lining!                                 We need to t...
36%            trust advertising in               various forms         81%                                   trust recomm...
Advocates     Willing to go out of their way to      use your product or service.                 They are        your bes...
Your customers’ friends are your        next best prospects     Your engaged customers     will talk about you to     thei...
Wednesday, November 28, 2012
Wednesday, November 28, 2012
Wednesday, November 28, 2012
The Awen Group, 2012Wednesday, November 28, 2012
The Awen Group, 2012Wednesday, November 28, 2012
234   average number   of friends per   Facebook user   Facebook, S-1filling, 4.23.2012                                    ...
3 things*    WOW: One thing you can do to                               rise above the ordinary           CONNECT: One way...
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Engagement marketing

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Wow, connect and engage

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Transcript of "Engagement marketing"

  1. 1. The Awen Group, 2012Wednesday, November 28, 2012
  2. 2. The art of Presented by The Awen Group, 2012Wednesday, November 28, 2012
  3. 3. The number one challenge of any business... Gain new customers and keep repeat business. The Awen Group, 2012Wednesday, November 28, 2012
  4. 4. One big solution... The Awen Group, 2012Wednesday, November 28, 2012
  5. 5. This is engagement The Awen Group, 2012Wednesday, November 28, 2012
  6. 6. Three types of customers Assassins Apathetics Advocates The Awen Group, 2012Wednesday, November 28, 2012
  7. 7. Assassins There are two types: 1. People who will never do business with you. 2. People who will never do business with you AND will talk bad about you. The Awen Group, 2012Wednesday, November 28, 2012
  8. 8. Apathetics aka - Fence Riders Tend to remain loyal to you as long as it is convenient and you meet their basic expectations. Only do business with you on their terms. The Awen Group, 2012Wednesday, November 28, 2012
  9. 9. Advocates Willing to go out of their way to use your product or service. They are your best salespeople by promoting your services within their spheres of influence. The Awen Group, 2012Wednesday, November 28, 2012
  10. 10. Your current customers are your advocates. Hope is not a strategy! The Awen Group, 2012Wednesday, November 28, 2012
  11. 11. Apathetics aka - Fence Riders The Awen Group, 2012Wednesday, November 28, 2012
  12. 12. Take the Apathetics and turn them into Advocates Oh look! A travel sweepstakes! Let’s enter to win. The Awen Group, 2012Wednesday, November 28, 2012
  13. 13. Rise above the ordinary in small (or large) ways that your customers! The Awen Group, 2012Wednesday, November 28, 2012
  14. 14. Start engaging.... The Awen Group, 2012Wednesday, November 28, 2012
  15. 15. Does your website have what it takes to keep a potential client engaged? • Appearance • Content • Functionality • Website usability The Awen Group, 2012Wednesday, November 28, 2012
  16. 16. Appearance of your website Meaningful graphics Good use of colors. Quality photography Text that’s easily readSimple cleandesign The Awen Group, 2012Wednesday, November 28, 2012
  17. 17. Content • Relevant and current information • Short, organized copy • Speak to your visitors • No broken links The Awen Group, 2012Wednesday, November 28, 2012
  18. 18. The goal is to make content... • Useful • Usable User Stuff • Purposeful • Profitable Business Stuff The Awen Group, 2012Wednesday, November 28, 2012
  19. 19. Functionality • Each component works quickly and correctly • Error free copy The Awen Group, 2012Wednesday, November 28, 2012
  20. 20. Usability • Simplicity • Fast-loading pages • Minimal scroll • Consistent layout • Prominent, logical navigation • Descriptive link text • Cross-platform/ browser compatibility • Screen Resolution The Awen Group, 2012Wednesday, November 28, 2012
  21. 21. Customers can be outside your doors looking up reviews, prices, your website, your facebook page, your competitor’s facebook page, etc. The Awen Group, 2012Wednesday, November 28, 2012
  22. 22. Two Big Components The Awen Group, 2012Wednesday, November 28, 2012
  23. 23. Get your story out...connect The Awen Group, 2012Wednesday, November 28, 2012
  24. 24. The Awen Group, 2012Wednesday, November 28, 2012
  25. 25. Looks like Mable Jones had a blast zip-lining! We need to try it! We trust comments and reviews (even from strangers) ...not marketing. The Awen Group, 2012Wednesday, November 28, 2012
  26. 26. 36% trust advertising in various forms 81% trust recommendations or online opinions 2012 Neilson Global Trust Advertising + Brand Messages The Awen Group, 2012Wednesday, November 28, 2012
  27. 27. Advocates Willing to go out of their way to use your product or service. They are your best salespeople by promoting your services with their spheres of influence. The Awen Group, 2012Wednesday, November 28, 2012
  28. 28. Your customers’ friends are your next best prospects Your engaged customers will talk about you to their entire network. Their followers will talk about you to their followers. Ron Cates, Constant Contact The Awen Group, 2012Wednesday, November 28, 2012
  29. 29. Wednesday, November 28, 2012
  30. 30. Wednesday, November 28, 2012
  31. 31. Wednesday, November 28, 2012
  32. 32. The Awen Group, 2012Wednesday, November 28, 2012
  33. 33. The Awen Group, 2012Wednesday, November 28, 2012
  34. 34. 234 average number of friends per Facebook user Facebook, S-1filling, 4.23.2012 The Awen Group, 2012Wednesday, November 28, 2012
  35. 35. 3 things* WOW: One thing you can do to rise above the ordinary CONNECT: One way that you can entice people to connect with you ENGAGE: One idea for a social post or e-mail that might drive engagement *Do them today The Awen Group, 2012Wednesday, November 28, 2012
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