Let's Get It On- Relationship Marketing Is Content Strategy
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Find out how a fully developed content strategy allows for the easy implementation of an inbound/relationship marketing strategy. Make your content a profit center by driving leads and moving your clients through the purchase process; establish relationships with clients not ready to purchase now to keep your organization at the top of their minds until they are ready. By utilizing the tools of content strategy and a variety of communications channels (blogs, email and social media), you can use already existing content or plan new content to implement a relationship strategy that supports your business goals. In fact, without content strategy, relationship marketing can’t work!
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Let's Get It On- Relationship Marketing Is Content Strategy
- 1. Let’s Get It On Relationship Marketing IS Content Strategy @JLopataCS 1
- 2. What’s Going On? • Who & Why • What • Why • How @JLopataCS 2
- 3. My Name Is Joe Lopata Content Strategist, Quicken Loans #jlo #RarelyCommon #NotSlimShadyEvenThoughWe’reBothFromMetroDetroit Facebook | Twitter | LinkedIn @JLopataCS 3
- 5. What People Feel When They Need a Mortgage @JLopataCS 5
- 6. The Buying Cycle @JLopataCS 6
- 7. Quicken Loans Zing Blog @JLopataCS 7
- 8. Why This Topic? • Building bridges between content strategy and marketing • Turning your content into a profit center • Alternative ways to get your content strategy implemented (For fun, Google “Why Must I Cry”) @JLopataCS 8
- 9. Can I Get a Witness? @JLopataCS 9
- 10. What Is Relationship Marketing? @JLopataCS 10
- 11. Too Busy Thinking About My Baby “Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.” Forbes 5/9/2013 @JLopataCS 11
- 12. Example: Business Travelers @JLopataCS 12
- 13. This Is the Expectation @JLopataCS 13
- 14. But, Reality @JLopataCS 14
- 15. Content Focused Relationship marketing is designed around developing strong connections with customers by directly providing them with information that is tailored to their needs, wants and interests. @JLopataCS 15 Gregory Ciotti, HelpScout.net
- 17. Why Relationship Marketing? @JLopataCS 17 Short answer: Step 1: Decide to do relationship marketing Step 2: ? Step 3: Profit
- 18. “Relationships” Are Different in the Digital Age @JLopataCS 18
- 19. Ain’t That Peculiar? The bottom line: We don’t want to be sold to, we want to be educated. @JLopataCS 19 Mike Lieberman, Hubspot.com
- 21. Profit It costs 6 to 7 times more to acquire a new customer than retain an existing one. @JLopataCS 21 Bain & Company
- 22. Profit The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%. @JLopataCS 22 Marketing Metrics
- 23. Profit An additional 5% retention in customers over their collective lifetimes results in an 85% to 125% increase in company margin over that same time period. @JLopataCS 23 Frederick Reichheld, “The Loyalty Effect”
- 24. Got to Give It Up 70% of businesses agreed that “it is cheaper to retain than acquire a customer.” Econsultancy/Responsys Cross-Channel Marketing Report 2013 @JLopataCS 24
- 25. You’re All I Need to Get By Don’t forget about #DatBuyingCycle @JLopataCS 25 Right content Right time Right tone Right persona Right format
- 27. How Relationship Marketing? @JLopataCS 27
- 28. 5 Keys to Relationship Marketing @JLopataCS 28 1. Goal is relationships, not immediate conversions 2. Must be client focused 3. Must be long-term focused: Lifetime, not transactional, value 4. Must foster two-way communication 5. Must be emotionally focused - Aiming for loyalty and trust
- 30. If I Could Build My Whole World Around You @JLopataCS 30
- 31. @JLopataCS 31
- 32. In It for the Long Haul @JLopataCS 32
- 33. Repeat Business @JLopataCS 33
- 35. Customer Service Must Be a Conversation • Client feedback: Surveys and other tools • Social communities • Overarching guidelines: Must be in your DNA • Continuous improvement • Innovation • Talk to customers, not at them; let them know they are valued • Follow up @JLopataCS 35
- 36. Customer Service Must Be a Conversation Are you really as customer focused as you claim to be? “With so much customer focus why am I not drowning in thank you cards?” @JLopataCS 36 Maz Iqbal, CustomerThink.com
- 37. How Sweet It Is @JLopataCS 37
- 38. Content Strategy Is Relationship Marketing @JLopataCS 38
- 39. Content Strategy and the Blog @JLopataCS 39 • Editorial calendar • Style guide • Voice and tone guidelines • Personas • Multiple uses of content – Social – Email – Nurturing – Source of video and podcast content
- 40. Home Works Email @JLopataCS 40
- 41. How Social Media Fits In Three ways to use social media to support relationship marketing: • Cultivate relationships • Manage expectations • Real-time engagement Andrea Nica, SocialMediaStrategiesSummit.com @JLopataCS 41
- 43. How We Decide What to Write • Info resource for clients in market • Client pain points • Things outside of our core business (life, home, money) @JLopataCS 43
- 44. Success @JLopataCS 44 • Visits: Started at 60K, now around 150K • Leads: Around 4,200 per month • Email success – Two audiences for Home Works – Other email uses • Boosts SEO • #WhiteElephant
- 45. But Don’t Sacrifice the Marketing for the Relationship Relationship marketing is about getting the customer to stick around long enough to keep shopping. And it’s about making sure that customer comes back next time to buy more stuff. Naomi Dunford, CopyBlogger.com @JLopataCS 45
- 46. Other Examples @JLopataCS 46
- 48. O2 Max Fitness @JLopataCS 48
- 49. Conclusions Good content can help you build relationships and drive sales, if… • You think about the bigger picture and can be patient. • You can create an emotional connection. • You listen. @JLopataCS 49 #JustLikeRealLife
Editor's Notes
- Mortgages Culture Dan Gilbert Detroit
- Disadvantage over traditional banks because of our business model. Long time in process around 30 days. Complex and complicated. Biggest financial decision of their life.
- Need to have content for all of these stages. Plus before and after.
- Amazing insights into money, home and life. Started as a means to solve some of those problems Content resource and a way to build relationships
- Wasn’t lunch amazing?
- Just like any relationship, emotional connections are key. Connections based on good info, i.e. content Like any relationship, communication is key
- Small numbers, but lots of trips Frequent flyer programs- hard to leave Other promotions and rewards High initial costs, but value plays out over time
- People are looking for more of a rapport- online and in person Can’t just sell your products, must sell that you are solving problems. Clients will expect you to: Understand them Engage with them Communicate with them Foster a relationship with them
- Not everyone gets it right. In other words, opportunity!
- Content is the reason we are all here.
- What is your go to karaoke song?
- Clients are savvier Can do research Expectation Don’t forget those millennials- digital natives
- This isn’t rocket science.
- Hopefully all of this is starting to sound familiar to the content people in the room.
- Is everyone’s brain as fried as mine?
- Creating relationships not sales is key Not something you can just talk or read about- you actually have to do it
- We should know our audience Talking to customers and potential customers to find their needs and language Use this to create content that is useful, useable and valuable- for the cleint
- Not about processes- is about a mindset
- Relationship marketing focuses more on long-term customer retention than acquiring large numbers of new and potentially single-transaction customers. Lifetime value Remember: 85-125% increase
- The goal is not simply to make a sale, but to make a friend whose loyalty creates perpetual opportunities for business growth. Don’t treat sales and marketing as a confrontation between sales forces and the customer. See people as people and not just transactions Don’t just make a sale, get referrals or repeat business.
- Listen- actually communicate You won’t know if there is an use until its too late.
- Its ok if you don’t do all of these things- we don’t- small steps, keep fighting.
- Everyone says they are customer focused- its in the missions and visons statements, and they tout satisfaction surveys. Jared Spool- when did satisfied become what we shoot for?
- Emotional connection Reference confusion slide from beginning
- Its ok if you don’t do all of these things- we don’t- small steps, keep fighting. Took us along time Value of the blog was not seen
- Use this to connect to two distinct audiences. Near infinite potential
- Things we do Products Value to clients
- Of course we have business needs to write about- accolades, new loan products, new tools and resources
- In the end you still need to make money- and make your content a profit center.
- Partnered with Livefyre -real-time social software which allows fans to have conversations in real-time across NASCAR.com. Integrate social media networks like Twitter and Facebook. Viral- add comments Don’t try to start too big. Don’t just assume that social is enough. Real time engagement is key- as is making real time changes as feedback comes in. Activation at events- not just content
- Events, photos, videos and their blog. The blog is hardly ever about O2 Max Fitness. The content is devoted almost exclusively to making the lives of people who want to get fit better. It provides additional insight to students already attending the class, and it provides value for people just thinking about attending a class. They are cultivating a relationship as your fitness coach before you ever even step into their facility. It’s always about what they can do for you, and never about putting a press release or promoting their product.