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Audience Aggregation   – What & Why?
Audience Aggregation
Audience Aggregation in Politics
Audience Aggregation on Facebook
Audience Aggregation on Twitter
Audience Aggregation on Email
Why Aggregate Audience?• Support your content marketing efforts  – Have a base set of audience to promote    your content•...
Audience Aggregation Cycle                             Audience                             Nurturing                     ...
Audience Aggregation Model                     Content         Audience                    Marketing
Audience Aggregation Model Lead Harvesting Through Inbound Interest                                Content                ...
Support Content Marketing
QuickSprout Email Promotion
KISSMetrics Twitter Promotion
KISSMetrics Link Click Stats
Hubspot Facebook Promotion
Hubspot Link Click Stats
Hubspot Content Spraying
Trak.in LinkedIn Promotion
Engage Potential Customers Over          Long Term
State of Potential Customers☐ Knows about the opportunity☐ Aware of your product☐ Trusts your brand☐ Has a sense of urgenc...
Planting & Nurturing Ideas             Knows about the              opportunity             Aware of your product       ...
Funnel Dropouts            Funnel Dropouts X%
Re-Funnel The Dropouts            Funnel Dropouts X%
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Educate About Usage
Educate About Usage
Educate About Usage
Create a Sense of Urgency
Create a Sense of Urgency
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
AudienceAggregation - How?
#1 Select Distribution Channel
How do you reach your Audience?• Social Platforms  – Facebook, Twitter etc• Email• Forums / Community Sites
Criteria to Select Distribution Channel• Reach  – Email > Facebook > Twitter• Content Publishing Frequency  – Low frequenc...
It’s not a game of this or that.Go for multiple if that makes sense.
This session is further built forEmail as Distribution Channel
#2 Select the Email Distribution              Tool
Email Distribution Tools• MailChimp• Aweber• …
#3 Build Your Audience
Ask for Email
Leverage Existing Data•   Customers•   Leads / Prospects•   Personal Network•   Business Associates
#4 Setup Content Machinery
#4.1 Choose Content Type•   Webinar•   Industry Reports•   Guides•   Blog•   …
#4.2 Decide Content Buckets & Schedule☐ Education about the opportunity☐ Awareness for your product☐ Trust for your brand☐...
#4.3 Content Creation Process• Sourcing of Content  – In-house / Outsource / Combination• Maintaining Content Pipeline• Su...
#5 Plan the Customer Journey
Modeling Customer Journey                        Lead Generation CTA Email                                                ...
ConversionXL Email Content                             Goes to Blog                             Becomes Lead
ConversionXL Blog Page
Modeling Customer Journey                              Lead Generation CTA   Email                                        ...
#6 Segment & Target
42inception Webinar Promotion         Walkthrough
42inception Webinar Promotion• Webinar Invitation Mail Customized for  – Registered users of 42inception  – Online Course ...
42inception Webinar Summary• Post Webinar Summary / Video Mail  – Those who attended webinar  – Those who registered but d...
Possibilities• Geography based Targeting• Interest Based Targeting• …
Summary1.   Select Distribution Channel2.   Choose Distribution Tool3.   Build Your Audience4.   Setup Content Machinery5....
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Session4 audience-aggregation

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Session4 audience-aggregation

  1. 1. Audience Aggregation – What & Why?
  2. 2. Audience Aggregation
  3. 3. Audience Aggregation in Politics
  4. 4. Audience Aggregation on Facebook
  5. 5. Audience Aggregation on Twitter
  6. 6. Audience Aggregation on Email
  7. 7. Why Aggregate Audience?• Support your content marketing efforts – Have a base set of audience to promote your content• Engage potential customers over long term if they are not ready to buy yet – Create more opportunities to convert
  8. 8. Audience Aggregation Cycle Audience Nurturing Content Harvest
  9. 9. Audience Aggregation Model Content Audience Marketing
  10. 10. Audience Aggregation Model Lead Harvesting Through Inbound Interest Content Audience Marketing Lead Harvesting Through Call To Action
  11. 11. Support Content Marketing
  12. 12. QuickSprout Email Promotion
  13. 13. KISSMetrics Twitter Promotion
  14. 14. KISSMetrics Link Click Stats
  15. 15. Hubspot Facebook Promotion
  16. 16. Hubspot Link Click Stats
  17. 17. Hubspot Content Spraying
  18. 18. Trak.in LinkedIn Promotion
  19. 19. Engage Potential Customers Over Long Term
  20. 20. State of Potential Customers☐ Knows about the opportunity☐ Aware of your product☐ Trusts your brand☐ Has a sense of urgency for purchase☐…
  21. 21. Planting & Nurturing Ideas  Knows about the opportunity  Aware of your product  Trusts your brand  Has a sense of urgency for purchase …
  22. 22. Funnel Dropouts Funnel Dropouts X%
  23. 23. Re-Funnel The Dropouts Funnel Dropouts X%
  24. 24. Convince About Opportunity
  25. 25. Convince About Opportunity
  26. 26. Convince About Opportunity
  27. 27. Convince About Opportunity
  28. 28. Convince About Opportunity
  29. 29. Convince About Opportunity
  30. 30. Educate About Usage
  31. 31. Educate About Usage
  32. 32. Educate About Usage
  33. 33. Create a Sense of Urgency
  34. 34. Create a Sense of Urgency
  35. 35. Trigger Purchase Action
  36. 36. Trigger Purchase Action
  37. 37. Trigger Purchase Action
  38. 38. Trigger Purchase Action
  39. 39. Trigger Purchase Action
  40. 40. Trigger Purchase Action
  41. 41. Trigger Purchase Action
  42. 42. AudienceAggregation - How?
  43. 43. #1 Select Distribution Channel
  44. 44. How do you reach your Audience?• Social Platforms – Facebook, Twitter etc• Email• Forums / Community Sites
  45. 45. Criteria to Select Distribution Channel• Reach – Email > Facebook > Twitter• Content Publishing Frequency – Low frequency favors Email• Content Consumption Pattern – Inline consumption favors Social Platforms• Profiling, Personalization & Targeting – Email• Channel Stability – Email > Proprietary Platforms
  46. 46. It’s not a game of this or that.Go for multiple if that makes sense.
  47. 47. This session is further built forEmail as Distribution Channel
  48. 48. #2 Select the Email Distribution Tool
  49. 49. Email Distribution Tools• MailChimp• Aweber• …
  50. 50. #3 Build Your Audience
  51. 51. Ask for Email
  52. 52. Leverage Existing Data• Customers• Leads / Prospects• Personal Network• Business Associates
  53. 53. #4 Setup Content Machinery
  54. 54. #4.1 Choose Content Type• Webinar• Industry Reports• Guides• Blog• …
  55. 55. #4.2 Decide Content Buckets & Schedule☐ Education about the opportunity☐ Awareness for your product☐ Trust for your brand☐ Sense of urgency for purchase☐…
  56. 56. #4.3 Content Creation Process• Sourcing of Content – In-house / Outsource / Combination• Maintaining Content Pipeline• Sustaining it over long run
  57. 57. #5 Plan the Customer Journey
  58. 58. Modeling Customer Journey Lead Generation CTA Email Lead Content Link Lead Generation CTA Content Page CTA
  59. 59. ConversionXL Email Content Goes to Blog Becomes Lead
  60. 60. ConversionXL Blog Page
  61. 61. Modeling Customer Journey Lead Generation CTA Email Lead Webinar Lead Webinar Page Generation CTA Registration CTA On RegistrationConfirmation Lead Email Generation CTA Reminder Lead Email Generation CTA Lead Webinar Generation CTA
  62. 62. #6 Segment & Target
  63. 63. 42inception Webinar Promotion Walkthrough
  64. 64. 42inception Webinar Promotion• Webinar Invitation Mail Customized for – Registered users of 42inception – Online Course Leads – Old Prospects / Alumni – Email Database
  65. 65. 42inception Webinar Summary• Post Webinar Summary / Video Mail – Those who attended webinar – Those who registered but did not attend – Others • Registered Users • Old Prospects / Customers • Online Course Leads
  66. 66. Possibilities• Geography based Targeting• Interest Based Targeting• …
  67. 67. Summary1. Select Distribution Channel2. Choose Distribution Tool3. Build Your Audience4. Setup Content Machinery5. Model Customer Journey6. Segment & Target

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