Presentation Compiled for SCORE Columbus: https://columbusoh.score.org/ In this session, we covered digital strategies that can kick-start the audience building process. Establishing a loyal fan base is the ultimate goal for any brand; however, it can be difficult to know where to start your digital marketing efforts. We walked attendees through our behavior-based approach to marketing and shared some simple, cost-effective tools they can implement today to cut through the digital noise.

1. Build Your
Digital
Fan Base
Capture your audience from the start and
begin building loyal fans.
30 Lines | SCORE Columbus

2. Presenter
BUILD YOUR DIGITAL FAN BASE
Mike Whaling
30 Lines
Founder & President

3. Busy
We need to be able to accommodate
that. We need to understand that and
market to it.
TODAY'S CONSUMER IS:

4. Even Busier
Doing awesome stuff. Making things
happen. Building your empire.
More people should know about you.
They should know what you offer.
How you can help them.
AND YOU ARE:

5. More people should
know about you.

6. OUR BEHAVIOR-BASED
FRAMEWORK
See
Think
Do
Love

7. OUR BEHAVIOR-BASED
FRAMEWORK
See
Think
Do
Love

8. Love
Reinforce the customer is
making the right decision in
doing business with you.
Generate social proof.

9. Love
Help customers answer initial questions –
eliminate buyer’s remorse, minimize confusion,
and show them how to get the most out of your
product/service.
Get friends, family, and customers sharing
Branded hashtags
Brand mentions
Recommendations and testimonials
Groups and forums
Onboarding messages (email, text, Messenger)
Affiliate/referral links
Customer loyalty programs
Lifecycle emails/texts

10. Share with Friends
Create a Facebook business page. Then,
invite your Facebook friends to 'like' your
business page.

11. ASOS #AsSeenOnMe
User-Generated
Content
Get customers sharing your brand message
via hashtag.

12. #AsSeenOnMe
INSTAGRAM-WORTHY CONTENT
ASOS has a dedicated
page on their website
devoted to looks featured
in the #AsSeenOnMe.

13. #TravelAway
BUILD INFLUENCE THROUGH BRANDED
HASHTAGS
From the start, Away has
embraced Instagram as a
key channel to tell their
brand story.

14. WWW.EUSS.EDU
Brand Mentions
BE ON THE LOOKOUT FOR
Also, keep on eye on how your
competitors are perceived.

15. Ask
TO GET MORE TESTIMONIALS &
RECOMMENDATIONS

16. In today's digital age,
91% of 18-34 year-olds trust online
reviews as much as personal
recommendations.
BrightLocal

17. Instant Pot
Create Your Own
Facebook Group
Build a community around your products or
services. Help your audience find each other.

18. Customer Communities
Make them feel like they're a part of
something greater.
LEGO

19. Welcome
Make customers feel like a welcome
member of your customer community.
MAKE THEM FEEL

20. Onboarding
Give them an exceptional experience.
Slack

21. Reward Referrals
Encourage customers to invite their
friends to shop. Then, reward that
behavior.
Rothy's

22. Customer Loyalty
Programs
Continue to reward your most loyal fans.
Square

23. Lifecycle
Emails/Texts
HAPPY BIRTHDAY, FROM STITCH FIX
Experian Data projects a
481% higher transaction
rate for birthday emails
vs. traditional direct
emails.

24. OUR BEHAVIOR-BASED
FRAMEWORK
See
Think
Do
Love

25. See
Create awareness for your
brand. Help prospective
customers discover you and
identify you as an option.

26. See
Turn traditional ads into ways for customers to
connect with you online.
Partnerships
Place check-ins
SMS "text for info" codes
Vanity URLS

27. 13 BUSINESS PARTNERSHIP
EXAMPLES
GoPro & Red Bull
Pottery Barn & Sherwin-Williams
Casper & West Elm
Bonne Belle & Dr. Pepper
BMW & Louis Vuitton
Uber & Spotify
Apple & MasterCard
Airbnb & Flipboard
BuzzFeed & Best Friends Animal Society
Alexander Wang & H&M
CoverGirl & Lucasfilm
UNICEF & Target
Nike & Apple
HubSpot

28. Pottery Barn
+
Sherwin-Williams
PARTNERS IN PROMOTION
Co-branding campaigns
can help you expose your
product or service to a
brand new audience.

29. Be Relevant Locally
BE AWARE. GET INVOLVED. BUILD OFFLINE &
ONLINE PARTNERSHIPS.
JOIN
Local business
organizations
ATTEND
Local community
events
SELECT
Local causes you're
passionate about

30. #SavedTheCrew
JENI'S SPLENDID ICE CREAMS
http://via.30lines.com/IHBdU4F1
#TeamJenis was proud to
sprinkle on their support for
the effort to keep the
Columbus Crew at home.

31. Have a Storefront?
Discover ways to get visitors to opt-in to
receiving follow-up communication from you
Offer Wi-Fi?
Ask for an email address before allowing
customers to access your network.

32. Did you know?
We check our phones 85 times per day,
and 80% of millennials check their
phone first thing when they wake up.
Neil Patel

33. 98995
TEXT 'ABERCROMBIE' TO
Abercrombie & Fitch
displays their text code in
stores and online.

34. Think
Convince customers that you’re
the best option for them. Get
them involved.

35. Think
Get interested customers to raise their hand and
show intent, then nurture them with helpful
follow-up messages to help answer their pre-sales
questions/concerns.
Website opt-ins and pop-ups
Content upgrades/lead magnets
Email drip campaigns
Facebook Messenger chat
Remarketing audiences

36. Website Pop-Ups
Get fans into your sales funnel earlier.
IKEA

37. Content Upgrades
Provide additional value, and then
continue nurturing them toward a sale.
HubSpot

38. EMAIL DRIP MARKETING
A set of marketing emails that will be
sent out automatically on a schedule

39. m.me/30lines
MEET LINUS, THE 30 Lines CHATBOT
We created our chatbot
technology on the
backbone of Facebook
Messenger.

40. REMARKETING AUDIENCES
Email
Social media sites: Facebook,
Instagram, LinkedIn, Pinterest,
Twitter
Search engines
Display ads

41. Do
Help customers feel
comfortable completing their
purchase with you.

42. Have you abandoned a shopping cart?
65.45% of online shopping carts are
abandoned before the customer
completes a sale.
Shopify

43. Abandon Cart
Emails
DON'T CUT CHUBBIES SHORT
Chubbies sends abandon
cart email campaigns to
remind shoppers of the
items they left behind.

44. WWW.EUSS.EDU
PERSONALIZE YOUR WEBSITE
Experience
Nordstrom.com

45. WWW.EUSS.EDU
PERSONALIZE YOUR WEBSITE
Experience
Gusto

46. "You are out of business if you don't
have a prospect."
- Zig Ziglar
REMEMBER

47. In today’s world, people move and make decisions
at their own pace. Purchases are made as much on
information gathering as they are on relationship
building.
YOUR GOAL IS TO DO BOTH:
Anticipate those common questions, and be
ready with the best answers.
Empathize with those customers’ needs, and
be there with a smile, ready to help them take
that next step.
Show that there’s no question they should be
doing business with anyone but you.

48. More People Should Know About That
More People Should Know About You
YOU DO AMAZING THINGS THAT
KEEP OUR ECONOMY MOVING

49. Get out there
and make it
happen.
Stay in Touch: mike@30lines.com