Presentation deck from September 9, 2015 webinar with North Plains

1. 8 Signs Your Marketing Content is Being
Wasted, Ignored, Exploited... Or Worse
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing
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2. One hour in one
sentence
“Sell the hole, not the drill”
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3. What do customers care about?
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4. The buying progression
SolutionProblem/
Pain
Objective/
Outcome
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5. Marketing plan in 5 questions
1. What/who are your targets?
2. What do they care about? What outcome are they
seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and (eventually) buy?
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6. Custom messages by
role
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
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7. Map personas to the buyer’s
journeyCategory Persona Stage 0 - Attention Stage 1 - Loosen the status quo Stage 2 - Commit to change
Pharma
Providers
Payers
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8. Three types of content
1.Proactive
2.Reactive
3.Participatory
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9. Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
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10. Editorial calendar
exampleMarket Leader
Q2 2010 Editorial Calendar
Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28
Corporate Theme
Content Theme
Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles
Keynote Recap
200th MLS
Industry Calendar Mid-year NAR
Broker Ops (Bob) Agent productivity tools -
what's recommended,
what's working (blog, AR)
Creating a customer-
centric brokerage (blog)
Top 10 reasons why
brokers should care about
social media (blog, AR)
12 ways to motivate,
excite and retain your
agents (blog)
Broker LinkedIn Group Questions What productivity tools are
your agents using? Any
that have been adopted
across the brokerage?
What does customer-
centric mean at your
brokerage? What are
your best practices around
this?
How many conferences to
do you attend each year?
Which are your favorites
and why?
What is your brokerage
doing with social media?
Can you measure specific
new business from these
investments?
How has business been
since the home-buyer
credit expired? What new
promotions have you
instituted to replace it?
What are your best
practices for motivating,
exciting and retaining your
agents?
What is your brokerage
doing to encourage and
facilitate teamwork and
resource sharing?
How much training do you
provide your agents?
What topics do you focus
on?
Leadership (Ian) The best customer service
advice I ever received
(blog)
Early listing season
observations (blog)
Why listings matter even
in a buyers market (blog)
Attracting & recruiting
agents (blog)
Agents & Teams (Scott) How to share best
practices across your
team (blog, AR)
Team collaboration best
practices (blog, AR)
How to be more efficient
when you don't always
share the same
workspace (blog, AR)
Combining resources
across a team to increase
marketing impact (blog,
AR)
Sales & Marketing Advice (anon) Five seller appeasement
strategies that won't break
the bank (blog, AR)
Seller marketing tips from
real estate veterans (blog,
AR)
Best practices for listing
presentations (blog, AR)
Search & Web Tips (Thad) How to increase your
Twitter followers (blog,
AR)
Why your Web domain is
so important (and why it's
not) (blog, AR)
How to be immediately
responsive to your Web
leads (blog, AR)
How to help local
buyers/sellers find your
Web site (blog, AR)
Using social media to
market your listings (blog,
AR)
Market Leader Voices
Five Ways to be a Market Leader
(Video)
5 ways to improve your
search results (Thad)
5 ways to build a business
within a business (Ian)
5 ways to instantly
improve your customer
service (Scott)
TBD TBD TBD TBD TBD
Ian's Leadership Videos Five Characteristics of a
Successful Real Estate
Business
Building a Customer-
Centric Brokerage
Why Lead Management
Matters (and why it's often
ignored)
Knowing when technology
is important, and when it's
not
Bringing it all together to grow your business
LeadershipCommentaryTraining&Education
Guest Posts: Broker Web site success stories (pull
from Exit customers)
Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Spring Season Heats Up Are you growing your market share?
Q2
May June
New Vision for Real Estate Industry
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11. Other planning best practices
1. Campaigns vs programs vs “sends”
2. Know the objective (content is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. What is the customer context (i.e. how and when will the
content be received?)
6. What is the right format?
7. How will content integrate with other channels or outreach
efforts?
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12. Content creation best practices
1. Topics & outlines
2. Offline brainstorming (how & when)
3. Have a documented production checklist
4. Have a documented quality assurance process
5. Require at least three headline options in your creative brief
6. Require a creative brief (!)
7. Coordinate with other groups – sales, customer service, field?
8. Discipline
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13. Format cheats
1. Quality content
2. Great stories
3. Less time!
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14. The Q&A
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15. The Link
Blog
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16. Serial
Content
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17. Guest Posts
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18. Crowd
Sourcing
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19. 10 sources of content
inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10. Things you see that are dumb
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20. 5 common content marketing
mistakes
1. Not having a plan up front
2. Writing for the company instead of the customer
3. Not encouraging and participating in two-way
communication
4. Not promoting, aggregating and curating great
content from others
5. Only producing written content
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21. Distribution best practices
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Link from old, popular posts
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22. Influencer engagement best
practices1. Build good lists (Little Bird)
2. Give to get
3. Have a pipeline mentality
4. Build relationships
5. Be patient
6. Reciprocate & participate
7. Measure
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23. Long tail best practices
1. Repurposing
2. Re-edit old posts with new keywords
3. Tools
• TweetOldPost
• LinkedIn Publishing
• Search
4. Seasonal surfacing
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24. Repurposing
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25. Conversion best practices
1. Embedded links
2. Relevancy to the buying stage
3. In-asset offers (Docalytics)
4. Newsletter pop-ups
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26. Conversion best practices
1. Which metrics really matter?
2. Leading vs lagging indicators
3. Integrated systems tracking post-click conversion
4. Long-tail tracking impact (in isolation & across campaigns)
5. Don’t take inactives too seriously
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27. 1. How does it help them make money?
2. Get sales leadership to buy-in first
3. Show examples of how it works
4. Teach, train, launch, reinforce, measure & celebrate
5. Create systems that make it easy
Getting sales to use your
content
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28. Matt Heinz
@heinzmarketing
matt@heinzmarketing.com
877-291-0006
Thank you!
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