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Marketing strategy Engagement Focus Value Content Frequency
Ideal customerWhich customers help you maximize valuethat both parties receive?What do you know about them? Age Income Education Hobbies Location etc...Do they have a problem you can solve? Do theyknow about it? How did they solve it before?Where do they get their info? Who do they trustonline?
ExampleBusiness located in FinlandLooking to outsource entire product development Marketing DevelopmentTurnover over 1mil euroAiming to be internationalUnderstands value of online marketing
Services Content Products Your website (Value)(Monetization) Conversion
Creating contentWhat will your audience ﬁnd valuable?What are they used to? PowerPoints, PDF, Blogs, images etcWhat are the right channels for promoting yourcontent?What can you create to show off your competitiveadvantage, skill etc?
Consider doing some of thefollowingStart a podcastCompare your products to competitorsWrite guest blog postsRelease an eBook for freePost video reviews of your productsStart a newsletterGive free samples / consultationsHave a contestStart a blogBe a content curator
FrequencyHow often will you publishcontent?What kind of internal limitationsdo you have (resources)?What frequency is your audienceused to?What pace can you maintain overlong period of time?Remember to leave room forengagement!Don’t dilute content quality for thesake of frequency
Our frequencyDaily Twitter & Facebook & LinkedIn Small updatesWeekly Newsletter & Blog Valuable substantial contentMonthly PodcastYearly Conference
Communication channelHow will you communicate with your audience?Via what channel?How will you incorporate customer’s voice into yourmarketing and even business?How do you measure it? What is correct metric for you?What media will you use (video, audio, text, images)?Actively listen
Blogs Social networks Direct trafﬁc Other websites Search engines Your website Your website is your content hub
What channels have youchosen for communication?
Integrating Facebook onyour site Pshhh: Vercco could add “Like” and “Like us on Facebook” widgets to front page :)
How to get fansHold a contestIntegrate Facebook on your sitePromote your page using Facebook adsAsk current customers to join you on FacebookOffer discounts to Facebook users onlySuggest your page to your friendsDisplay URL in ofﬂine marketing material
Newsletters are not deadSend valuable information to your customersSend latest user stories and testimonials You do collect testimonials, right?Inform about upcoming productsSend out product reviewsAsk customers to send feedback
Easy to get started Free for 3000 emails per month Supports RSS driven campaigns Easy to use Supports Google Analytics Supports social media integration MailChimp
Part 6Analyze analyze analyze analyze analyze...