Attract & Captivate Your Customers, Online
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Be sure to click on "Notes" to see my speaking notes for each slide. Create content, not ads Promote that content Antenna's 4 Pillars of Sharable Content
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Attract & Captivate Your Customers, Online
- 1. #antenna • antennasocial.ca Attract & Captivate Your Ideal Customers Online Apr 2015
- 2. #antenna • antennasocial.ca Agenda • Make content, not ads • Promote that content • Antenna’s 4 Pillars of Sharable Content
- 3. #antenna • antennasocial.ca What is Content Marketing? • Attracting people to your brand through interesting content, rather than interrupting with a promotional message • It’s about them, not your brand
- 4. #antenna • antennasocial.ca What is Content Marketing?
- 5. #antenna • antennasocial.ca What is Content Marketing?
- 6. #antenna • antennasocial.ca What is Content Marketing?
- 7. #antenna • antennasocial.ca What is Content Marketing?
- 8. #antenna • antennasocial.ca What is Content Marketing?
- 9. #antenna • antennasocial.ca What is Content Marketing?
- 10. #antenna • antennasocial.ca Inbound Marketing • Using content marketing to invite niche audiences to your brand • Building a relationship by adding value • The bulk of the cost is in the content production rather than expensive ad space Photos: Mathew G via flickr; https://creativecommons.org/licenses/by/2.0/
- 11. #antenna • antennasocial.ca Outbound Marketing • Reaching a mass audience with a promotional message • Bulk of cost is in the media buy Photos: Mathew G via flickr; https://creativecommons.org/licenses/by/2.0/
- 12. #antenna • antennasocial.ca Inbound Outbound Digital Online Search AdWords, Social Media, Websites, Gated Content etc. Big Box Leaderboards Skyscrapers Non- Digital Yellow Pages Referrals Michelin Guide Billboard TV Commercial Direct Mail Social Ads
- 13. #antenna • antennasocial.ca Online Search Marketing (SEM) • Digital inbound – people are looking for the solution your brand provides • Goal is to improve ranking on Google and Bing for specific search terms • Primarily done with content marketing & AdWords
- 14. #antenna • antennasocial.ca What’s the Question? • Behind every search there is a user asking a question • What is your target audience searching for before they even know you exist?
- 15. #antenna • antennasocial.ca Looking for Solutions • Get involved in the conversation happening in the target audience’s head • Research – focus groups, surveys • Photos: N I C O L A via flickr; https://creativecommons.org/licenses/by/2.0/
- 16. #antenna • antennasocial.ca Provide Answers – Keywords • Make a list of search terms related to the question & answer • Add in words/phrases related to unique position • Cross-reference with Google’s Keyword Planner
- 17. #antenna • antennasocial.ca • Use through all of your content, BUT… • Be authentic • Be relevant • Avoid extensive repetition • Add value Provide Answers – Keywords
- 18. #antenna • antennasocial.ca Provide Answers
- 19. #antenna • antennasocial.ca Watch Video: https://youtu.be/lUtnas5ScSE
- 20. #antenna • antennasocial.ca What is Chipotle? • A taco chain owned by McDonald’s
- 21. #antenna • antennasocial.ca Promote That Content
- 22. #antenna • antennasocial.ca Paid Promotion, Online
- 23. #antenna • antennasocial.ca Paid Promotion, Online • Segment your target audience • Pick your platforms • Determine a budget • Create content • Promote the content • A/B Test
- 24. #antenna • antennasocial.ca Focus On Niche • Segment target audience into niche groups to enable you to leverage their unique interests • Photos: D.C.Atty via flickr; https://creativecommons.org/licenses/by/2.0/
- 25. #antenna • antennasocial.ca Where Are They Hanging Out? • Focus paid efforts in the online spaces where your niche audience is hanging out
- 26. #antenna • antennasocial.ca Determine a Budget • The more niche, the more likely to reach with a modest budget • The higher the spend, the higher the reach and frequency
- 27. #antenna • antennasocial.ca A/B Testing • Create slight variations to your content and test which performs better • Or test one type of content across different audience profiles
- 28. #antenna • antennasocial.ca Content That Connects 4 Pillars of Sharable Content Photos: lwao, Hamed Saber, Erich Ferdinand, takomabibelot via flickr; https://creativecommons.org/licenses/by/2.0/
- 29. #antenna • antennasocial.ca #1. Be Helpful • Provide amazing tips to make life easier for your audience • Share techniques
- 30. #antenna • antennasocial.ca #2. Be Emotional • Pull on heart strings or be funny...
- 31. #antenna • antennasocial.ca #3. Feel Exclusive • People want to belong...
- 32. #antenna • antennasocial.ca #4. Be Awe Inspiring People love to share bizarre and quirky items Watch video: https://youtu.be/Df7bkYR8bT8
- 33. #antenna • antennasocial.ca Attract & Captivate Your Audience, Online • Put effort and money into content planning & production
Editor's Notes
- In this presentation we’ll discuss why it’s better to make content than ads; then we’ll show you how to promote that content; then we’ll end with Antenna’s 4 pillars of sharable content, which will help you reach your audience.
- The content may not even be directly connected to your brand. Content marketing even existed long before digital marketing…
- In 1900, Andre & Eduourd had a great product to sell.
- They sold tires. Their problem was that in order to grow, they needed more people to own cars. At the time, there were only 3000 car owners in France.
- They needed to increase the demand for cars without confusing customers about what they sold.
- The idea was simple – encourage people to get around the country by showing them where they can eat, sleep, and get petrol. They also included mechanical tips such as how to fix a tire. This eliminated any fears or doubts people may have had about traveling far or going on frequent road trips in an automobile. They promoted the experience of driving, rather than the car itself.
- The guide was proving to be a success so they began creating guides for other countries. They began charging for the guide and removed advertisements. In 1926 it became clear that restaurants were a popular feature in the guide so they began reviewing restaurants with a three star rating.
- 114 years later, the Michelin star is sought after by top chefs and restaurateurs around the world – and Michelin’s brand is being mentioned daily. That’s exemplary content marketing.
- The Michelin guide is an example of inbound marketing using content to add value to the target audience. It builds trust in your brand, and builds the perception of a relationship. The bulk of the cost is in the content production rather than purchasing ad space.
- Content marketing today is used primarily used for Digital Inbound marketing to attract a niche audience, leveraging online searches. If the Michelin guys were creating the guide today, it would have been an app like Yelp except branded Michelin.
- Search Engine Marketing (SEM) is when a company creates strategic tactics to raise their brand in online search rankings such as Google, Bing, or even through social network specific searches such as Twitter. That means their brand shows up in first page search results for a specifically targeted search term. I searched “Restaurant” on twitter and the second result mentions Michelin.
- Behind every search there is a user typing a question. What’s the question that your target audience is asking that your brand can answer? Imagine that the audience doesn’t even know your brand exists...
- Find out what your potential audience is searching BEFORE they know about you. These could be related to a problem such as hunger or a phase of life such as buying a new car. Remember that the potential customer is looking for some sort of solution or answer.
- Back to keywords, once you figure out the question or problem is, create a list of search terms related to that question and the answer. Add in keywords related to the brand or campaign’s unique position. Once you have your list, get an AdWords specialist to cross reference with Google’s Keyword planner.
- Use keywords throughout your content, as long as it’s relevant. If you use words that are heavily searched that have nothing to do with your content, you will be blacklisted by search engines… and more importantly you’ll turn off potential customers.
- Provide the answers to the customer’s problems without being too promotional. Do this throughout all content and determine a list of keywords that are related to the question and answer. In this example, the brand Chipotle knew their audience was searching for terms like “responsibly raised meat” and “ethical fast food” and that they cared deeply about problems of factory farming.
- From that video would you know what Chipotle sells? Tacos! Chipotle does their content marketing so well, they don’t need to purchase AdWords, yet. They found a niche position and owned it with a solid content strategy.
- Most of the online paid promotions are run through Pay Per Click auctions. They are all slightly different but the general idea is that your bid and your quality score will affect whether you win the auction or not. The quality score is made up of a variety of things, but if your content adds value and is relevant to your audience, your quality score should be good.
- Research your audience… it’s best to segment into niche groups in order to create content that targets their unique interests.
- Determine what platforms they are hanging out on – those will be the ones you’ll want to focus your paid efforts.
- You get to decide on a budget, and of course the higher the budget, the more people you’ll be able to reach with a higher frequency. When setting up AdWords or Social promotions such as Facebook, Twitter, and LinkedIn, they will tell you your approximate reach for your budget.
- Create slightly different versions of the promoted content to test what your niche responds to. You can also test one type of content with different audiences to help determine the niche you’re content attracts. You can test headlines, images, use of calls-to-actions…
- As well as “being the answer”, you need to build community. The common characteristic that unites all social networks is that their main purpose is to build community – rallying people together around a niche topic or cause. Here’s how you can build community: Be helpful. Provide amazing tips to make life easier.
- Pull on those heart strings... This is why cute kittens and puppy dogs rule the Internet. Also, anything funny is an emotional trigger that has a far reach on the web, uniting people who have a common sense of humour. This can also include highlighting affiliations with not-for-profit organizations.
- Be inclusive but make it feel exclusive. People like to feel that they belong to an elite group. The Internet has enabled groups of people with obscure interests from all over the world find each other and form communities, from Foodies to people who love “Saved by the Bell”. Form a community around the love of a particular style of art or artist, for example.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- The best way to capture attention in today’s media saturated world is by delivering the content our audiences want in the spaces they want to consume it. Figuring out what your niche audience wants before they know your brand exists will enable you to create content from keyword lists that will attract them – and they’ll be more likely to convert. In short, inbound content marketing is the most effective form of search marketing. As marketers, we need to be putting more effort towards strategic content planning and production rather than high priced outbound media.