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Building Engagement with Content & Lifecycle Marketing


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Knowing who your target audience is and the type of content that’s most likely to interest them is critical for engaging prospective and current customers alike. Successful organizations today provide content that’s relevant, personalized and timely.

Discover how content and lifecycle marketing work together to engage customers, leading to loyal relationships and improved revenue with Right On Interactive and Raidious. Learn how meaningful content, audience segmentation and measured engagement can help organizations of all sizes and business types to attract, convince and convert more leads.

Engagement drives relationships and relationships drive revenue.

Published in: Marketing
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Building Engagement with Content & Lifecycle Marketing

  1. 1. 1 Building Engagement with Content & Lifecycle Marketing
  2. 2. Presented by Craig Lile Senior Director of Marketing for Raidious Lauren Littlefield Director of Marketing for Right On Interactive 2
  3. 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. 4
  5. 5. 5 What is Lifecycle Marketing? Marketing strategy that helps organizations win new business, keep current customers and grow the right relationships
  6. 6. 6 Engagement drives relationships and relationships drive revenue.
  7. 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. 8 Content that wins new business •  Introductory content è Build your audience
 •  Omnichannel content •  Quality not quantity
  9. 9. 9 •  Email •  Blogs •  Social Graphics •  Infographics •  Videos
  10. 10. 10 Content that builds loyalty •  Activating the audience è Moving them along in the lifecycle •  1:1 Content
  11. 11. 11 •  Whitepapers •  Tip Sheets •  Checklists •  How-To Videos •  Webinars •  Reports •  eBooks •  Case Studies
  12. 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. 13
  14. 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. 15 Questions? Craig Lile @DodgeMOKB Lauren Littlefield @lllittlefield