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SunTseu - Inbound marketing and media brand

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Les secrets du Marketing de l'Engagement - Comment implémenter concrètement une stratégie de Marketing Inbound? Vous avez décidé de changer pour le marketing de l’engagement. Mais comment faire ? Par où commencer ? Nous vous expliquons les pré-requis de cette transformation et les étapes à suivre pour en garantir le succès. Retrouvez la présentation de Sylvain Davril pendant cette matinée qui a réuni SunTseu, Marketo, IKO System, Getplus et Talend! Une conférence exceptionnelle pour comprendre les meilleures techniques afin d'engager la conversation avec ses prospects, les étapes de mises en oeuvre, les pièges à éviter, et les résultats concrets des acteurs qui ont implémenté cette stratégie.

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ENGAGEMENT MARKETING &
MEDIA BRAND
Sylvain Davril
Head of Innovation & Marketing
02/04/2015
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
Media brand
& Inbound
Marketing
« Smart »
Outbound
Marketing
Marketing
Automation
A SUCCESSFUL MARKETING
STRATEGY…
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
...THAT BUILDS ENGAGEMENT
GIVE TO RECEIVE
Implementing engagement marketing requires a
change in your outlook:
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
© Photo from automobile-propre.com
I T I S U S E L E S S T O H A V E A G O O D
C A R T O R U N A R A C E I F Y O U D O N ’ T
H A V E F U E L
PREREQUISITES
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
O F F E R S
B U Y E R
P E R S O N A E
C U S T O M E R
J O U R N E Y
P I T C HE D I T O R I A L
C A L E N D A R
C O N T E N T
Per buyer persona
Per buyer personaPer buyer persona
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
T H E B E S T W A Y T O W I N A R A C E I S
P R E P A R A T I O N & S T R A T E G Y
PROCESS ENGAGEMENT
MARKETING
This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
Ad

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SunTseu - Inbound marketing and media brand

  • 1. ENGAGEMENT MARKETING & MEDIA BRAND Sylvain Davril Head of Innovation & Marketing 02/04/2015 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 2. Media brand & Inbound Marketing « Smart » Outbound Marketing Marketing Automation A SUCCESSFUL MARKETING STRATEGY… This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance ...THAT BUILDS ENGAGEMENT
  • 3. GIVE TO RECEIVE Implementing engagement marketing requires a change in your outlook: This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 4. © Photo from automobile-propre.com I T I S U S E L E S S T O H A V E A G O O D C A R T O R U N A R A C E I F Y O U D O N ’ T H A V E F U E L PREREQUISITES This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 5. O F F E R S B U Y E R P E R S O N A E C U S T O M E R J O U R N E Y P I T C HE D I T O R I A L C A L E N D A R C O N T E N T Per buyer persona Per buyer personaPer buyer persona This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 6. T H E B E S T W A Y T O W I N A R A C E I S P R E P A R A T I O N & S T R A T E G Y PROCESS ENGAGEMENT MARKETING This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 7. Content production - Publication - Blog /Website Social Media - Amplification - Employees/ Partners SEM / PPC SEO - Sparking interest- High value contents - Lead conversion- Landing page & Form Identification and Nurturing Personalized Newsletters Targeting Listening and KPI monitoring - First digital impression - Reading the blog - Transfer to the Sales team - Sales Contact This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 8. CONTENT CREATION This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 9. BLOG & WEBSITE Choose an ergonomic CMS. Make sure your blog and website are responsive. Do you opt for outsourcing or keeping the content creation in-house ? Select an attractive template. Your blog posts must be simple and easy to understand while keeping a strong added-value. c ontent c r eation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 10. CONTENT SOURCES Blog content Create your own articles Curated content External content in line with your editorial choices Website content Content curated from several sources Events … c ontent c r eation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 11. TYPES OF CONTENT Curated content Events Blog articles … SELF SERVIC E Infographics Video Whitepapers … SEC U R ED C ON TEN T Attract the lead Convert the lead c ontent c reation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 12. BEST PRACTICES • Define your goals • Create specific content for your buyer personae and according to the steps of the customer journey • The simpler the content, the better: avoid complications • Order the information according to its importance • Do not forget about search engine optimization (SEO) c ontent c r eation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 13. PUBLISH & BROADCAST YOUR CONTENT This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 14. Reach Audienc e SEGMEN TATION It’s better having 100 websites with 1,000 subscribers than 1 website with 100,000 subscribers. publis h & br oadc as t This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 15. Content planning Segmentation of the media where the content is broadcasted Automate publication and broadcasting of the content on segmented media publis h & br oadc as t This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 16. AMPLIFICATION This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 17. S E O AM P L I F I C AT I O N Optimize your content for maximum SEO performance and better search engine rankings. S O C I AL M E D I A AM P L I F I C AT I O N Help your ambassadors with their personal branding Build an ambassador community amplific ation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 18. The evolution of your reach is not an exact science – it requires time and dedication. Audience Ti m e amplific ation This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 19. FIRST DIGITAL IMPRESSION This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 20. PROVIDE THE BEST CUSTOMER EXPERIENCE R ESPON SIVE D ESIGN ER GON OMY SH ORT LOAD IN G TIME 1 s t digital impr es s ion This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 21. SPARKING INTEREST This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 22. Secured content Self- service content Actions on the website BEH AVIOR AL D ATA R EAL - TIME PER SON AL IZATION Offer high-value content that meets your visitor’s interests. IP address … IN FER R ED D ATA © Photo by eflon on FlickR s p a r k in g in te r e s t This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 23. LEAD CONVERSION This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 24. Create an attractive landing page so that visitors will want to fill the form you created. Keep your forms short and simple (use progressive forms if possible). le a d c o n ve r s io n This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 25. IDENTIFICATION & NURTURING This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 26. Identify the buyer personae / segments. Know their preferences with the data they provide, the data inferred and their journey on your website. identific ation Marie, 24, singleJake, 29, married This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 27. Establish a scoring system for each action they take (on your emails, website, during events …) Automation & scenarii differentiated according to the segments in order to be as personalized as possible. nur tur ing This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 28. FROM “HOT” LEAD TO CLIENT This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 29. Only transfer the “hot leads” to the sales department. Provide all the relevant data collected along the customer journey – actions, information, etc. hot lead to c lient This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 30. © Photo by Sebastian ter Burg on FlickR MONITORING & KPIs This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 31. Measure the reach, how often your content has been shared or the amount of visits on each page. Take decisions based on the results, comparing them to the objectives you defined at the beginning. monitor ing & k pi This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 32. CONCLUSION This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 33. First and foremost Start by hand, try things out. Content creation is more important than marketing automation. It’s not as hard as it looks, technologies facilitate the process. It’s okay to make mistakes, things don’t usually work out after the first trial. Iterative method instead of the usual long project that has lost relevance by the end. This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 34. WHO ARE WE ? This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 35. OUR EVENTS in APRIL Salon e- marketing Salon e- marketing Salon e- marketing Afterwork avec 1m30 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance
  • 36. CONTACT US Customer eXperience company Société : SunTseu Adresse : 22 Boulevard de Stalingrad 92320 Châtillon Téléphone: 01 80 41 00 31 Site: www.suntseu.com E-mail: contact@suntseu.com Fax: 01 80 41 00 32 This document is the propriety of SunTseu – strictly confidential – cannot be shared without formal SunTseu acceptance