Competitive Market: Southwest & Jet Blue70% bookings through web channels. Understand that theiraudience are tech savvy. First airline to add fleet-wide Wi-Fi.Early adopters of social customer service using Twitter andFacebook to deal with positive and negative feedback.Built brand loyalty with rewards & compensation for theircustomers through Twitter and Facebook.Built brand trust with their open approach to customerservice.
“Our industry is boring”Huge increase in brand awareness - Over 300 million views!Content that taps into a new audience, very sharable.Content promotes quality of product.Created a whole new revenue stream with impression basedadvertising on their videos.Sales up 500% in 2008, 700% in 2009.Put a face to their brand!
“We only deal in B2B”71% of B2B buyers use the internetto get their information
“We only deal in B2B”Experts in content marketing. Thought leaders in their field.Wide range of content: podcasts, webinars, eBooks, blog, free tools.Found the value in their customers needs.Appeals to business of all sizes. Scalable content marketing!Lots of entry points in their lead generation funnel.
“Our audience is very niche”Create content that provides real value to your audience.Stand out as a thought leader in your industry.Easier to identify contacts already engaging in social networks.Build a community around your niche regardless of the userslocation.Attract more qualified leads > generate high-quality conversions.Better to have 100 fully engaged fans, than 1000 unengaged.
“We only deal locally”Audience is on your doorstep, easier to target.Already have something in common with your audience.Being local is desirable quality in todays climate, easier to build trust.Create a sense of community with your audience which you cantake offline.Easier to create brand advocates and reward brand loyalty.Rise of geolocation apps will have strong benefits.Word of mouth still most trusted source of marketing.