Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
Creating customer personas: a comprehensive guide for businessesReversed Out Creative
Transform your marketing strategy with our definitive guide to crafting customer personas. From identifying key demographics to mapping out their journey, we'll show you how to create personas that drive results. Dive in and elevate your marketing game!
This ppts describes the application of traditional method of segmentation, targeting & positioning in the digital arena and tools that are used for STP
How To Understand Your Audience Better | The Entrepreneur ReviewTheEntrepreneurRevie
Whether you're a business owner, content creator, teacher, or simply someone who wants to connect with others, the ability to understand your audience is a valuable skill and requires some strategies.
When it comes to advertising your business, it's imperative that you know who your "target audience" is, and how to reach them. While it's important to reach as many people as possible, and it often seems like focusing only on certain segments of the population is limiting, you need to be "direct." Directly reaching those interested in your product or service will ultimately put more money in your pocket. Therefore, before you decide what your message is, and how to deliver it, you need to understand your target audience.
During which you will be familiarized with the fundamentals you need to know as a successful electronic marketer prior to starting the execution of electronic advertising campaigns.
Instructor:
Main Topics:
What a digital marketer should know before starting?
What Is Digital Marketing?
What Is Traditional Marketing?
Digital Marketing Vs Traditional Marketing
Markets / Audiences
Audience, Segment & Persona!
Customers Types
Challenges we face with customers
Marketing Funnel
The selling techniques
Leads /Potential Customers
Stages through which customs pass
E-Commerce
User Experience
Information required for the digital marketer
AB Testing
Digital Marketing Channels
Important terms for each digital marketer
Some of the tools which are necessary for digital marketing
Requirements for Tools Integration
Digital Marketing Stages
Digital Marketing Strategy
Digital Marketing Process
Performance Tracking & Analytics
Optimization Process
Optimization Goals
Anas Ali, CDM
Business & Marketing Program Co-founder @ OmniPlanDigital Marketing Manager @ Allympiapass for 6 countries
6 years experience in digital marketing
Co-founder of:
cavvu.com
arabinno.com
life-drop.com
kadohat.com
LinkedIn: https://linkedin.com/in/anasismail/
Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Segmentation
Buyer personas
◦ Definition & Importance
◦ How to develop personas
◦ Example
◦ Buyer journey
Content marketing strategy
Content plan
◦ Definition & importance
◦ How to
◦ Example
3.
4. The process of breaking of buyers into groups
that are different from each other but internally
similar
6. Starts from the premise that all buyers are
not the same: profit/volume potential,
motivations, product uses, needs and desires,
etc.
Segmentation allows you to chose which
buyers to target and provides important
insights as to how to appeal to them.
Significant competitive advantage
7.
8.
9. Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral
10.
11.
12.
13. Buyers are divided into different groups on
the basis of psychological/personality traits,
lifestyle, or values.
People within the same demographic group
can exhibit very different psychographic
profiles.
14. Different levels of resources
enhance or constrain a person’s
expression of his or her primary
motivation
15. The four groups with higher resources are:
1. Innovators—Successful, sophisticated, active, “take-
charge” people with high self-esteem. Purchases often
reflect cultivated tastes for relatively upscale, niche-
oriented products and services.
2. Thinkers—Mature, satisfied, and reflective people
motivated by ideals and who value order, knowledge, and
responsibility. They seek durability, functionality, and
value in products.
3. Achievers—Successful, goal-oriented people who focus
on career and family. They favor premium products that
demonstrate success to their peers.
4. Experiencers—Young, enthusiastic, impulsive people
who seek variety and excitement. They spend a
comparatively high proportion of income on fashion,
entertainment, and socializing
16. The four groups with lower resources are:
1. Believers—Conservative, conventional, and
traditional people with concrete beliefs. They prefer
familiar, U.S.-made products and are loyal to
established brands.
2. Strivers—Trendy and fun-loving people who are
resource-constrained. They favor stylish products
that emulate the purchases of those with greater
material wealth.
3. Makers—Practical, down-to-earth, self-sufficient
people who like to work with their hands.They seek
U.S.-made products with a practical or functional
purpose.
4. Survivors—Elderly, passive people concerned about
change and loyal to their favorite brands.
17. Marketers divide buyers into groups on the
basis of their knowledge of, attitude toward,
use of, or response to a product.
18. Target Market
Unaware Aware
TriedNot Tried
Rejected
Favorable
Opinion
Neutral
Negative
Opinion
Repeated
Not Yet
Repeated
SwitcherLoyal to Brand
Light User Regular User Heavy user
Behavioral
Segmentation
Breakdown
19.
20. Buyer personas are fictional, generalized
representations of your ideal customers
22. They help you understand your customers
better and tailor content to the specific
needs, behaviors, and concerns of different
types of personas.
23. The strongest buyer personas are based on
market research and insights from your
actual customer base .
Done through surveys, interviews and so on.
24. Contacts database to uncover trends about
how certain leads or customers find and
consume your content.
Forms to use on your platforms, use form
fields that capture important persona
information.
◦ For example
ask each lead for information about company size on
your forms.
25. Sales team's feedback on the leads they're
interacting with most.
◦ What generalizations can they make about the
different types of customers you serve best?
Interview customers and prospects.
34. Content marketing
is a marketing technique of creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action
35. It is the opposite of advertising
It is not a tactic
It has to be a mind-set.
36. Why are companies using CM?
Increasing brand awareness
Lead generation
Converting leads into customers
Building the image as the industry leader
Customer engagement
Customer retention
Website traffic
Sales
37. Extra benefits of using CM
More inbound approach
Customer engagement and innovation
Search Engine Optimization
Development of knowledge culture
Better use of company resources
38. 1. Blog
2. Branch guide /
folder
3. Social media
4. Case study
5. Webinar
6. Online transmission
7. Video publication
8. Sponsored article
9. Newsletter
10. Online presentation
11. Mobile application
12. Infographic
13. E-Book
14. Whitepaper
15. In-person event
39. 7 steps
1. Analyze Your Company’s business
2. Typical customer
3. Goals
4. Content marketing mix
5. Timetable
6. Team
7. Budget
40. What is your company’s product/service?
The vision of products in mind and decisions
how this strategy will support different
products or different product lines
If there are more products but concentrated
on one area, e.g. climbing equipment (shoes,
ropes, helmets, trousers etc.)
41. What is your Unique Selling Proposition?
USP is something that distinguishes your
product/service from others in the same
sector.
It helps to build the foundations of the
advertising message.
Your proposition has to attract new
customers as well as potential customers
42. How do your clients use your company
product/service?
E.g. “video production service”
Our clients are using our video services to
prepare videos in different formats to be used
online.
Those videos usually are used in
communications and marketing campaigns
and inform final clients about their products,
43. What do your clients need to know about your
product’s proper use?
E.g. “video production service”
Our clients need to know: How to use video
for online marketing.
This topic includes subtopics such as: how to
promote online video, how to measure
conversion rates from video, good practices
of online video use, how to choose the topic
for efficient video marketing
44. What is the main benefit of your product for
the customer?
E.g. “video production service”
Our customer needs to know why he should
buy your product instead of your
competitor’s product.
You should then explain it in a simple way,
using strong arguments, that your product is
better than others
45. How do your client’s business needs relate to
your product or service?
With our CM activities we will support our
clients with knowledge that will allow them to
successfully use our product.
At the same time we are promoting ourselves
as experts in the area.
Probably the best choice for our client.
46. The most important questions able to be
answered refer to how your clients are:
◦ searching for information,
◦ communicating,
◦ gathering information,
◦ and buying products.
47. This allow you to choose the most
appropriate formats, language, culture and
connections between formats to be used in
your CM strategy.
48. The typical client of your company
E.g. “video production service”
Our typical client is a marketer, located in
Warsaw and the Mazowia region in Poland,
extensively using digital media and social
media (LinkedIn, Facebook, Twitter)
but preferring to discuss details in the face-
to-face meetings.
49. How does your client search for information
about your product?
E.g. “video production service”
Our clients usually are searching for
information regarding video marketing and
video production online.
They read national and international reports,
websites, magazines, participate in trainings
and conferences, to gather knowledge and
get inspired.
50. What can be an emotional, rational and
functional motivators to buy/ consume your
product?
51. How is your client buying your
products/services?
E.g. “video production service”
Our clients are looking for subcontractors if
they have already planned video marketing
activities.
They ask for a portfolio of previously
prepared videos and pricing for their planned
project.
After gathering a number of offers, they
choose the best one.
52. What is your market?
E.g. “video production service”
We can produce videos for clients in every
part of the country but our preferred market
is our city and region.
In this area our costs are lower and available
technology better.
In our region we are more competitive and
the provisions are higher.
53. Typically marketers choose 8 standard CM
goals. Those goals are:
1. Brand awareness
2. Thought Leadership
3. Customer Acquisition
4. Website traffic
5. Engagement
6. Customer Retention/Loyalty
7. Lead Generation/Management/Nurturing
8. Sales
54. What are the three most important goals for
your CM?
E.g. “video production service”
Our CM goals are
1. Customer Acquisition.
2. Lead Generation/Management/Nurturing.
3. Sales.
55.
56. Here is how you can prepare your own
schedule, step by step.
Step 1. Facts – collect the information that is
crucial for your client.
Deadlines:
◦ Campaign launch
◦ Campaign deadline
◦ Indicators between
57. Step 2. Formats – collect the information
about formats you selected and quantities.
Format types
Quantity
58. Step 3. The Creators
Collect the information on human resources,
which you use for your project – both internal
and external.
Internal people assigned according to their
skills
External people, when it is reasonable
Possibilities and limitations of time
59. Step 4. Wages and salaries
Estimate what will be the cost of
implementing the format.
◦ Deployment of workers – how many working hours
they need?
◦ Fees for externals experts – how much it will cost?
60. Step 5. Marketing
Describe what marketing activities you perform
to promote your content.
Specify the costs that will be associated with this.
Remember about indirect costs, such as
developing a YouTube channel or running social
media
Select outbound media You will use for
promotion
Select social media You will use for promotion
61. Step 6. Time plan
Sketch a simple table that shows in what
order formats should be developed and what
are the relationships between them
Take into account the size and complexity of
that work
Remember also about the time for unforeseen
delays.
Describe all activities on time, like in Gantt
chart
Add connection between activities
62.
63. The following may be included in it:
Employees of the company, e.g. product
managers
Cooperating people (freelancers), e.g. graphic
designer
People and companies from outside, such as
specialized marketing agencies that will
provide specialists in the relevant field, e.g.
copy wrighters, bloggers, ghostwriters, media
planners
64. costs can be divided into 4 categories:
Cost of in-house personnel engaged in the CM;
Cost of outbound media purchase: email
marketing, display marketing, retargeting;
Cost of subcontracting (video, white paper
preparation, IT support, SEO, webinar presenters,
articles, mobile application, infographic, ebook
preparation, events: cost of conference
room/coffee/lunch/visualization/transmission;
Cost of office space.
65. Below are some indicators to be used when
measuring CM goal accomplishments.
Brand awareness can be measured by:
◦ online and offline research measuring brand
awareness,
◦ press monitoring services,
◦ SocialMention.com.
66. Thought Leadership can be measured by the
number of:
link backs to your pages,
subscribers to your pages,
appearances on blog rolls,
publications in magazines,
presentations on conferences.
67. Customer Acquisition can be measured by:
new contacts in emailing lists,
newsletter subscribers,
new clients by CRM.
68. Website traffic can be measured by:
clicks,
unique users,
time spent on the website,
repeated visits,
RSS feeds,
comments left by website visitors,
track backs.
69. Engagement can be measured by:
time spent on the website,
participation of clients in company events,
feedback from clients
70. Customer Retention/Loyalty can be measured
by:
% of returning,
authority rank of linkers,
time spent on the website,
repeated visits
71. Lead Generation/Management/Nurturing can be
measured by:
number of leads,
quality of leads,
sales accepted leads,
sales rejected leads – need nurturing,
sales rejected leads – dead,
lead velocity,
leads-to-close conversion ratio,
cost per lead,
cost per sale
72. Sales can be measured by:
monthly income,
monthly income by products,
weekly income,
number of transactions,
number of transactions from leads.
73.
74.
75. To be successful at inbound marketing,
companies need to invest in content
The amount of content being produced by
marketers increased by 69% of B2C and 70%
of B2B.
76. 1. Complete a SWOT analysis on your content
marketing efforts and develop a plan to
improve them.
2. Define the right objectives and KPIs for that
plan
3. Brainstorm content ideas and find the gap
in what you and/or your competitor's are
not covering
4. Create a timeline for your content plans
77.
78. Strengths Weaknesses
Company image is reflected
on current social media
Videos
Photos of the environment
and food
Easy access to menus, prices
and promotions
Low consumer engagement
Little activity on their social
media pages
No active conversations
Low amount of followers
Neglecting some of the other
big social medias
opportunity threats
Partnering with the
University
of Washington.
Cross-promotion by
partnering with other
companies.
Other popular social media
websites
Other similar businesses in
the market - competition.
Little recognition.
Only two locations.
Message misinterpretation.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88. Concept with mind
Contents are
◦ Deeply researched, useful and meaningful
◦ It solves problem in a profound way
How to hit the goal
By extremely shallow educational pieces missed
89.
90. Concept with the news
Contents related to
◦ Something current newsworthy or trending
How to hit the goal
Do not reiterate the news ,find a way to connect the
news to the client’s industry
91.
92. Concept with personal identity
Contents directly connect with
◦ Part of intimate world OR identity
How to hit the goal
Give the reader a way to see themselves in the
content,
Let the reader identify with the content
93.
94. Concept with real life
Contents tells
◦ Real personal story
◦ Shares a case study
▪ How to hit the goal
• Make sure there is a moral real life example
• Stories matter if they share an insight or
massage
95.
96. Concept with many more concepts
Contents is
◦ A collection of other popular content
▪ How to hit the goal
• Make a complete and/or unique collection
• Do not curate small lists that have been repeatedly
done.
97.
98. Concept with unrelated concept
Contents is
◦ Spins an old ide and offer a new way of looking at it
▪ How to hit the goal
• Do not reiterate old ideas.
• Find a surprising , unique or interesting way to
show ideas
99. This step focuses on identifying any possible
gaps in your current content marketing efforts.
100.
101. The content marketing matrix is used to map
relevant content in two ways to help identify
the suitability of content to:
1. Support the purchase process across the
buyer journey.
2. Achieve audience engagement using
different types of psychological engagement
from emotional to rational.
102.
103. Create a realistic timeline for your content
plan.
This timeline is used for your internal team.