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Leads to Customers
Content
Scott MacFarland
How
March | 2015
.com
Photo credit: David Marcu
2
Topics
Customers are changing
Content & Customers
Personas
The Customer Path - Sales Funnel
Persona Data & Content
Custo...
Strategy ENC Website Admissions Adult & Graduate Studies Development What’s Next?
3
Each of your
prospective
customers
are...
211
Watch
Download
Listen
Blog
View
Tweet
Post
Produce
Talk
Interact
Type
#
@
App
BuyCustomers…
4
5
They Communicate
!
!
What Content
They Consume?
!
!
How They Share
!
!
Do They Want
!
!
!
What Are Their
Expectations?
U...
6
UnderstandHow… They Interact
With Apps
!
They Buy
!
They Use
!
!
They Gather
Information
!
They Interact
With Mobile
!
T...
7
Technology
MakesThisPossible
What’s Missing?
!
!
8
!
content & customers
9
!
content & customers
10
The content and customer cycle
must keep moving and stay fresh.
Once a brand stops creating
conte...
Pers
onasPersonas
11
What are
12
A descriptive representation
of your ideal customer.
!
Personas?
Why are they
14
The more you know
about the prospective customer,
the easier it will be to create
targeted marketing conte...
1. Demographic info: Age, Gender, HHI, Ethnicity,
Professional / personal status, basic Info.
!
!
!
Persona Profile
14
* Pr...
2. Common questions
3. Describe their problems and pain points
4. Motivations for buying
5. Communication preferences / in...
!
!
!
!
CREATE content specific to persona profile
EXPOSE your brand so prospects can find you
CONNECT with prospects using r...
customer
path
17
persona
content
the
data &
18
Determine critical customer touch points from the first touch all the
way through to conversion. Lead the prospective cu...
19
Capturing persona data can be accomplished using
content, offers, CTAs and forms in the sales funnel.
!
It’s important ...
20
Sales Funnel
The following slides are describing the sales funnel attributes,
stages of the prospective customer, media...
21
The customer path sometimes starts with a
first touch point in the awareness stage
located at the top of the sales funne...
22
The customer path sometimes starts with a
first touch point in the awareness stage
located at the top of the sales funne...
23
The customer path sometimes starts with a
first touch point in the awareness stage
located at the top of the sales funne...
24
Customer Stages
Funnel: Awareness - Consideration - Decision
25
Customers do not know 

your brand in this stage

[Content tip: tease, educate, big picture]
[Awareness Stage]
[Conside...
26
Customer Stages
Customers do not know 

your brand in this stage

[Content tip: tease, educate, big picture]
Customers ...
27
Customers do not know 

your brand in this stage

[Content tip: tease, educate, big picture]
Customers have heard 

abo...
28
[Awareness Stage]
Social
Media
EmailSearch
Display /
Retargeting
PR
Sponsorships
& Events
Blogs
Articles
Videos
EDU
Web...
29
Examples of Media Used Per Stage
Social
Media
EmailSearch
Display /
Retargeting
PR
Sponsorships
& Events
Blogs
Articles...
30
Examples of Media Used Per Stage
Social
Media
EmailSearch
Display /
Retargeting
PR
Sponsorships
& Events
Blogs
Articles...
Social Media
Photo Credit: UnSplash - Timothy Muza
How to use social media
in the sales funnel
31
Social Media
What persona are you posting for?
What is the key message of the post?
What keywords are important to include...
Social Media
Social content is probably best suited for
Awareness or Consideration stages because
the brand has the opport...
Social Media
Social media is a great place to gather behavioral
data on prospective customers. Use your social
channels to...
35
!
Don’t ignore the sales funnel - it helps define
what media to use and how to produce your
content that reaches the cus...
37
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
The Customer Path
As we men...
37
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
This example has 4 customer...
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
If your content did its job, t...
37
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
The Consideration stage is ...
40
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
Sample
Wireframe
of Custome...
37
1 4
2 3
1 2 3 4
1 2 3 4
Wireframe
Email 

hand-off 

to Sales team
Email 

Nice to meet you!
Customer Data
What Type of ...
First & last name
Email
Buying habits
Type of Product
——
blogs, videos, eBooks,
Downloads,
Landing pages,
Website pages
Ti...
Photo credit: UnSplash - Chelsea Francis
43
Get
StartedAsk these 5 Questions First
Do you know precisely who your
prospective customers are?
1
44
Photo credit: Paul Bica
What methods are you using
to target those customers?
2
45
What types of content are you
using to lead the customer
deep into the funnel?
3Photo credit: Paul Bica
46
What persona data do you
want to capture?
4Photo credit: Paul Bica
47
What path do you want
the customer to follow?
5
Photo credit: Paul Bica
48
Leads to Customers
Content
Scott MacFarland
How
49
.com
March | 2015
Leads to Customers
Content
Scott MacFarland
How
March | 2015
.com
www.linkedin.com/in/scmacfarland
@scmacfarland
yourbrand...
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How Content Leads To Customers

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How Content Leads To Customers

  1. 1. Leads to Customers Content Scott MacFarland How March | 2015 .com Photo credit: David Marcu
  2. 2. 2 Topics Customers are changing Content & Customers Personas The Customer Path - Sales Funnel Persona Data & Content Customer Stages & Media Type Social Media Sample Customer Path Sample Data Form 5 Questions to get started Photo credit: David Marcu
  3. 3. Strategy ENC Website Admissions Adult & Graduate Studies Development What’s Next? 3 Each of your prospective customers are unique. Do you know how to identify them in a crowd?
  4. 4. 211 Watch Download Listen Blog View Tweet Post Produce Talk Interact Type # @ App BuyCustomers… 4
  5. 5. 5 They Communicate ! ! What Content They Consume? ! ! How They Share ! ! Do They Want ! ! ! What Are Their Expectations? UnderstandHow… Immediacy?
  6. 6. 6 UnderstandHow… They Interact With Apps ! They Buy ! They Use ! ! They Gather Information ! They Interact With Mobile ! They Interact Personally & Professionally ! Social Media
  7. 7. 7 Technology MakesThisPossible
  8. 8. What’s Missing? ! ! 8
  9. 9. ! content & customers 9
  10. 10. ! content & customers 10 The content and customer cycle must keep moving and stay fresh. Once a brand stops creating content for their customers, the brand will not be as visible and customers will not find them on the web when they search. “Customers never stop searching, so brands should never stop creating content to attract them.” - YourBrandExposed.com
  11. 11. Pers onasPersonas 11
  12. 12. What are 12 A descriptive representation of your ideal customer. ! Personas?
  13. 13. Why are they 14 The more you know about the prospective customer, the easier it will be to create targeted marketing content. important?
  14. 14. 1. Demographic info: Age, Gender, HHI, Ethnicity, Professional / personal status, basic Info. ! ! ! Persona Profile 14 * Problem Most marketing teams stop here and do not go further to describe personas Checklist
  15. 15. 2. Common questions 3. Describe their problems and pain points 4. Motivations for buying 5. Communication preferences / information search 6. Why would they NOT consider or NOT like your brand? 7. What other competing brands are they considering? ! 15 Persona Profile Checklist
  16. 16. ! ! ! ! CREATE content specific to persona profile EXPOSE your brand so prospects can find you CONNECT with prospects using relevant content ATTRACT them into and through the funnel CONVERT them successfully ! ! 16 Persona Profile Summary
  17. 17. customer path 17 persona content the data &
  18. 18. 18 Determine critical customer touch points from the first touch all the way through to conversion. Lead the prospective customer down a pre-planned path. Build in content logic that serves relevant content based on actions of the customer. ! As the brand, you must understand where the prospective customer is in the sales funnel in order to create logic-oriented content that is effective in continuing to lead the customer deeper into the funnel toward a purchase. customer path the
  19. 19. 19 Capturing persona data can be accomplished using content, offers, CTAs and forms in the sales funnel. ! It’s important to know each stage of the sales funnel and the buyer’s mindset in that stage. ! ! persona data & content
  20. 20. 20 Sales Funnel The following slides are describing the sales funnel attributes, stages of the prospective customer, media that can be used in each stage as well as where to gather data. ! ! Customerpath
  21. 21. 21 The customer path sometimes starts with a first touch point in the awareness stage located at the top of the sales funnel. ! ! [Awareness Stage] Customer Path
  22. 22. 22 The customer path sometimes starts with a first touch point in the awareness stage located at the top of the sales funnel. ! ! [Awareness Stage] [Consideration Stage] If a brand’s content marketing is working well and designed to drive the protective customer deeper into the funnel, the prospect will end up here in the consideration stage. ! ! Customer Path
  23. 23. 23 The customer path sometimes starts with a first touch point in the awareness stage located at the top of the sales funnel. ! ! [Awareness Stage] [Consideration Stage] [Decision Stage] If a brand’s content marketing is working well and designed to drive the protective customer deeper into the funnel, the prospect will end up here in the consideration stage. ! ! Ultimately a prospective customer who decides to buy ends up here in the decision stage. Customer Path
  24. 24. 24 Customer Stages Funnel: Awareness - Consideration - Decision
  25. 25. 25 Customers do not know your brand in this stage [Content tip: tease, educate, big picture] [Awareness Stage] [Consideration Stage] [Decision Stage] Customer Stages
  26. 26. 26 Customer Stages Customers do not know your brand in this stage [Content tip: tease, educate, big picture] Customers have heard about your brand and are comparing it to other competing brands [Awareness Stage] [Consideration Stage] [Decision Stage] [Content tip: motivate, compel, deeper relevancy]
  27. 27. 27 Customers do not know your brand in this stage [Content tip: tease, educate, big picture] Customers have heard about your brand and are comparing it to other competing brands Customers are informed and ready to make a purchase [Awareness Stage] [Consideration Stage] [Decision Stage] [Content tip: motivate, compel, deeper relevancy] [Content tip: welcoming] Customer Stages
  28. 28. 28 [Awareness Stage] Social Media EmailSearch Display / Retargeting PR Sponsorships & Events Blogs Articles Videos EDU Website Advertising Examples of Media Used Per Stage [Consideration Stage] [Decision Stage]
  29. 29. 29 Examples of Media Used Per Stage Social Media EmailSearch Display / Retargeting PR Sponsorships & Events Blogs Articles Videos EDU Website Advertising Persona Info & data captured here [Awareness Stage] [Consideration Stage] [Decision Stage] ! Splash Landing Thank you eBooks Videos Fact Sheets Email Social Page Page Page Media !
  30. 30. 30 Examples of Media Used Per Stage Social Media EmailSearch Display / Retargeting PR Sponsorships & Events Blogs Articles Videos EDU Website Advertising ! Splash Landing Thank you eBooks Videos Fact Sheets Email Social Page Page Page Media ! Persona Info & data captured here [Awareness Stage] [Consideration Stage] [Decision Stage] Persona data captured is used for follow-up
  31. 31. Social Media Photo Credit: UnSplash - Timothy Muza How to use social media in the sales funnel 31
  32. 32. Social Media What persona are you posting for? What is the key message of the post? What keywords are important to include? Add a link to your website Determine a CTA Attach a photo or video Do you use a brand # ? What to think about before you post Photo Credit: UnSplash - Timothy Muza 32
  33. 33. Social Media Social content is probably best suited for Awareness or Consideration stages because the brand has the opportunity to engage with the prospective customer in real time. The goal - drive the customer to a deeper level funnel conversion. ! Content Photo Credit: UnSplash - Timothy Muza 33
  34. 34. Social Media Social media is a great place to gather behavioral data on prospective customers. Use your social channels to monitor activity: keywords, phrases, conversations, tone, readiness to buy, competition, engagement and brand loyalty. ! Monitoring = Data Photo Credit: UnSplash - Timothy Muza 34
  35. 35. 35 ! Don’t ignore the sales funnel - it helps define what media to use and how to produce your content that reaches the customer effectively. ! Define the customer data do you want to capture in the funnel and what types of media your team use. ! Takeaways
  36. 36. 37 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! The Customer Path As we mentioned earlier, you must pre-determine customer touch points within your customer path. In the following pages you will see what a sample path looks like. ! The content logic that you build in to your digital ecosystem is critical. A cause-effect principle occurs. Your content causes the customer to take action, (watch a video, download a .pdf, go to a landing page, etc… this means your pre-determined path is being followed and you are capturing data along the way because the customer is completing a short form to continue getting the great content they want. ! Keep in mind, forms are not always the silver bullet solution to capture data, nor will customers always want to continue filling out forms. You will have to determine how many pieces of necessary customer data you need to ask for in a form and do not go further - your customer may get frustrated and exit the funnel. ! 36
  37. 37. 37 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! This example has 4 customer paths (numbers 1-4). Each number has a different content topic representing a product. Each customer path serves content based on the topic of that path. Here you may want to use a form that asks questions. The logic of the form submission drives them deeper and serves them related content. ! Example: GAP Retail Store Path 1: Women’s Casual Summer Attire Path 2: Women’s Summer footwear Path 3: Men’s Business Casual Attire Path 4: Men’s Casual Summer Attire Awareness Stage is above the orange dotted-line Sample Wireframe of Customer Path
  38. 38. 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! If your content did its job, the customer will go deeper in the funnel to the Consideration stage. Here, customers will get even more content which meets their needs. The goal is to continue to stay relevant and top of mind with great content and calls-to-action. Remember, you want to drive them to “purchase,” — make it easy for them to do this. ! 38
  39. 39. 37 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! The Consideration stage is as deep as you make it. In this diagram we are showing follow-up emails, landing pages and thank you pages - all of which have the goal of nurturing the prospective customer. When they meet the pre-determined criteria in the customer path, the customer profile is automatically sent to the sales team. ! Benefit: Marketing content nurtures the customer and pre-qualifies them. This allows the sales team to only spend time with prospects that want to buy. Content is timely, fresh and is relevant to what the customer wants. ! ! 39
  40. 40. 40 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! Sample Wireframe of Customer Path
  41. 41. 37 1 4 2 3 1 2 3 4 1 2 3 4 Wireframe Email hand-off to Sales team Email Nice to meet you! Customer Data What Type of clothing best fits you? How frequent do you go shopping for clothing? Data / Forms: Forms on landing pages are great ways to capture data from your prospective customers. Ask just a few questions to make it easy for them. This gives you insight and information about your customer. ! Think about what data you want to capture and in what stage you want to present the form. ! This form is in the Awareness stage and is designed to get the customer to watch the video. It will give the customer more information about what they want regarding about the brand, product or service. ! This is the Call-to-action (CTA) button. It is easy to find on the page and is clearly the only action on the landing page you want the customer to take. 41
  42. 42. First & last name Email Buying habits Type of Product —— blogs, videos, eBooks, Downloads, Landing pages, Website pages Time / duration Search engine Social insights Emails opened ! 42 Data Gathered Tactics and media used Photo Credit: Titan! Jocelyn Gabriel
  43. 43. Photo credit: UnSplash - Chelsea Francis 43 Get StartedAsk these 5 Questions First
  44. 44. Do you know precisely who your prospective customers are? 1 44
  45. 45. Photo credit: Paul Bica What methods are you using to target those customers? 2 45
  46. 46. What types of content are you using to lead the customer deep into the funnel? 3Photo credit: Paul Bica 46
  47. 47. What persona data do you want to capture? 4Photo credit: Paul Bica 47
  48. 48. What path do you want the customer to follow? 5 Photo credit: Paul Bica 48
  49. 49. Leads to Customers Content Scott MacFarland How 49 .com March | 2015
  50. 50. Leads to Customers Content Scott MacFarland How March | 2015 .com www.linkedin.com/in/scmacfarland @scmacfarland yourbrandexposed@yahoo.com Photo Credits: !Scott MacFarland !UnSplash - David Marcu !UnSplash - Timothy Muza !Titan - Jocelyn Gabriel !UnSplash - Chelsea Francis !Paul Bica https://www.flickr.com/photos/dexxus/6747019289/

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