The document discusses strategically building and maintaining an audience. It emphasizes the importance of defining one's audience, getting to know them through research, and starting a conversation. Key aspects in building loyalty include leading with values, inviting the audience to join, and giving them something to talk about. The presentation encourages building a loyal audience by generating something for them to discuss, showcasing one's values, inviting them to join, and answering questions.

1. Strategically Building &
Maintaining Your
Audience
@GreenleafBookGr
@JackieHuba
#ideasthrive
With Special Guest Jackie Huba

2. JACKIE HUBA
Bestselling Author,
Speaker, and !
Customer Loyalty Expert!
WELCOME

3. ASHLEY JONES
Director of Marketing!
Greenleaf Book Group!
WELCOME

4. @GreenleafBookGr and @JackieHuba
#ideasthrive
TWEET YOUR COMMENTS

5. Are excited buyers for
new products & services
Provide word of mouth
marketing support
Act as a test market for
new ideas
Have passion &
excitement for your
brand
The Value of a Loyal AudienceLoyal Audiences..

6. VISION & MOTIVATION
Tweet @GreenleafBookGr @JackieHuba #ideasthrive
Audience Definition
Who COULD be part of your audience?
Who IS MOST LIKELY be part of your audience?
Who LOVES what you do?

7. Get To Know Them
!

8. VISION & MOTIVATION
How do you learn more about your audience?
Tweet @GreenleafBookGr #ideasthrive
Research Tools
Census Data!
Secondary Research!
Paid Market Research!
Free Surveys!
In-Person Interviews!

9. VISION & MOTIVATIONStarting the Conversation

10. Satisfaction
Retention
Referrals
Evangelism
Ownership
Source: “Loyalty Ladder,” Jackie Huba, Ben
McConnell

11. A customer evangelist not only
purchases from you regularly, but
feels compelled to tell others
Customer evangelism:

12. Customer
evangelists:
Ø Passionately recommend your company to friends and colleagues
Ø Believe in the company and its people
Ø Purchase your products and services as gifts
Ø Provide unsolicited praise or suggestions of improvement
Ø Forgive occasional sub-par quality or dips in customer service
Ø Do not want to be bought; they extol your virtues freely
Ø Want to feel part of something bigger than themselves

13. values
Lead with

14. It’s not what you sell.
It’s what you
stand for.

15. Source: Millward Brown Optimor
Companies that lead with values outperform the market

21. “We are a
catalyst in a
happy, healthy
home
revolution.”
-- Eric Ryan & Adam Lowry,
Method co-founders

24. values?
How do you showcase your

25. join
Invite them to

33. join?
Do you give
your audience something to

34. talk about
Give them something to

35. 4.7%generate 100% of social
referrals
Source: EngageSciences

40. Pic of Fame

41. “[Gaga] was really behind the
most important innovation in the
fragrance industry in the last 20
years.”
- Yael Tuil, Coty

43. talk about?
What do you give your audience

44. Building a loyal audience
Generate something to talk about
Lead with values
Invite them to join

45. @GreenleafBookGr and @JackieHuba
#ideasthrive
QUESTIONS AND
COMMENTS?

46. JACKIE HUBASTAY CONNECTED
TWITTER
@jackiehuba
ONLINE
jackiehuba.com
FACEBOOK
facebook.com/JackieHubaAuthor

47. VISION & MOTIVATIONLearn More
Follow us on Twitter @GreenleafBookGr!
!
Find this webinar and others on YouTube!
or at Greenleafbookgroup.com!
!
Email questions to Ajones@greenleafbookgroup.com!
!
!

48. VISION & MOTIVATIONJoin Us Next Month
!
Next Month’s Topic:!
How Authors Can Drive Book Sales!
!