Building Engagement with Content & Lifecycle Marketing

Right On Interactive
Mar. 20, 2014

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Building Engagement with Content & Lifecycle Marketing

  1. 1 Building Engagement with Content & Lifecycle Marketing
  2. Presented by Craig Lile Senior Director of Marketing for Raidious Lauren Littlefield Director of Marketing for Right On Interactive 2
  3. 3 Agenda •  The Age of the Customer •  Introduction of Lifecycle Marketing •  Value of engagement •  How content wins new business •  How content builds loyalty •  Emergence of brand flexibility •  Building a strategy that works
  4. 4
  5. 5 What is Lifecycle Marketing? Marketing strategy that helps organizations win new business, keep current customers and grow the right relationships
  6. 6 Engagement drives relationships and relationships drive revenue.
  7. 7 The Value of Engagement •  It is 6-7x more costly to attract a 
 new customer than it is to retain an existing customer. (White House 
 Office of Consumer Affairs) •  The average spend of a repeat customer is a whopping 67% more 
 than a new one. (Inc.)
  8. 8 Content that wins new business •  Introductory content è Build your audience
 •  Omnichannel content •  Quality not quantity
  9. 9 •  Email •  Blogs •  Social Graphics •  Infographics •  Videos
  10. 10 Content that builds loyalty •  Activating the audience è Moving them along in the lifecycle •  1:1 Content
  11. 11 •  Whitepapers •  Tip Sheets •  Checklists •  How-To Videos •  Webinars •  Reports •  eBooks •  Case Studies
  12. 12 Emergence of brand flexibility •  Social listening – real time trends and opportunities that relate to your customers – Flexibility to take advantage of these opportunities •  Versatile content – prepare for content to be shared in ways you didn t plan for – Ensure content is optimized for mobile
  13. 13
  14. 14 Building a strategy that works •  Who are you sharing your content with? •  How engaged are they with your brand and where are they in their relationship with you (i.e., lifecycle stage)? •  Content needs to be relevant to the contact based upon their profile fit, engagement level and lifecycle stage
  15. 15 Questions? Craig Lile @DodgeMOKB Lauren Littlefield @lllittlefield