Revenue Architects’ “A-E-I-O-U” Model                      Attract                      audience from the                 ...
Attract Strategies•   Build your database with deep    augmentation•   Segment for richer targeting and    1:1 messaging  ...
Engage Strategies• Website experiences are well  branded and complete (product  pages, landing pages)                     ...
Influence Strategies• Outreach to opinion leaders via  subtle PR and social media to  raise your profile as a leader      ...
Optimize Strategies• Build the revenue engine with  technologies and platforms for  digital and inbound demand            ...
Understand Strategies• Track performance for the  leading indicators of revenue  performance – social, digital and        ...
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The A-E-I-O-U of Digital Marketing

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tactics for digital and inbound marketing in an easy to use Mnemonic.

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  • DatabaseList AcquisitionCompetitive exposure listsDeep Acquire List 1:1 Augmentation, JigsawBase contacts and campaign centriceMailConsistent frequencyInvitations to standing eventsNews feeds for Storage SolutionsSocial Media /PPCSearch Engine Relevant Key WordsMeta dataSocial Media / Slideshares/ Twitter/ Google+AdvertisementsTelesalesPre-calls for content / campaignsConsistent team (12 months)TeasersGift Offers
  • Web ExperienceSolid ConRes Product PagesUpdated/ Cross MarketedThemed Campaigns10-stepsOthers each quarterContent ProgramsBuyer-aligned programsEntrée ServicesAssessments and diagnostics
  • Engage Opinion LeadersEngage influential bloggers, mediaAnalyst briefingsCustomer Referral ProgramActive requests for referrals
  • The A-E-I-O-U of Digital Marketing

    1. 1. Revenue Architects’ “A-E-I-O-U” Model Attract audience from the web and direct Optimize Understand Engage the website for with experience behaviors, values, conversions design and content performance Influence visitors to share with others 1
    2. 2. Attract Strategies• Build your database with deep augmentation• Segment for richer targeting and 1:1 messaging Attract• Consistent eMail engagement to audience from the web and direct remain top of mind• Exciting Content that agitates a pain or need Engage Optimize Understand• Search / SEO with keyword the website for behaviors, values, with experience design and content conversions intensity and on/off page tactics performance• Social Media engagement for inbound links and conversions Influence• Highly targeted PPC on LinkedIn visitors to share and perhaps Google+ with others• Telesales early for 1:1 relationship development• Teasers & special offers
    3. 3. Engage Strategies• Website experiences are well branded and complete (product pages, landing pages) Attract• Themed landing pages for audience from the web and direct campaigns and messaging• Creative campaigns Optimize Understand Engage continuously the website for behaviors, values, with experience conversions design and content• Rich content including video, performance snackable, sharable pieces• Buyer-step aligned content for Influence visitors to share each stage of the buy-cycle with others• Low threshold entrée services to attract interested buyers
    4. 4. Influence Strategies• Outreach to opinion leaders via subtle PR and social media to raise your profile as a leader Attract• Customer referral ore audience from the web and direct introduction programs to explicitly engage existing clients for introductions (LinkedIn Optimize Understand Engage the website for behaviors, values, with experience enabled) conversions performance design and content• Social Media Sharing of origitnal and curated content Influence• Active blog sharing via Social visitors to share with others Media widgets 4
    5. 5. Optimize Strategies• Build the revenue engine with technologies and platforms for digital and inbound demand Attract generation audience from the web and direct• Call to actions for conversions in key places on the web Optimize Engage• Powerful landing pages tied to the website for Understand behaviors, values, with experience conversions design and content advertisement or teaser content performance on the web• Telesales prospecting to cross- Influence visitors to share promote campaigns and offers with others and generate leads 5
    6. 6. Understand Strategies• Track performance for the leading indicators of revenue performance – social, digital and Attract telesales audience from the web and direct• Capture deep disposition for each touched client – including social intelligence Optimize Understand Engage the website for behaviors, values, with experience• Use CRM Systems effectively conversions performance design and content linked and integrated with inbound marketing technology Influence where appropriate. visitors to share with others 6

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