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Differentiating Value with Bottom-Funnel Content & Conversion Tactics

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Nova Southeastern University
Nova Southeastern University

This module will expose you to the latest in social, local and mobile (SoLoMo) technologies, messaging apps, chat bots, live broadcasting and complimentary decision aids that provide real-time help while incentivizing your prospects to try out your offerings. Find out how bottom-funnel prospects can be energized with carefully crafted FREEmiums, test trails and demos that minimize their purchase risk. Learn what types of content work best as a valid testimony of your competitive advantage.

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Differentiating Value with Bottom- Funnel Content & Conversion Tactics Dr. Jim Barry June, 2017 Session VIII MKT 5225
Slide 2 Thought LeadershipBrand Utility/Ubiquity Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Relate to Customer Journey GettingAudiences to Know, Like & Trust You Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Integrity Community Expansion Community Excitement Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You Personalized FREEmiums • Endorsements • Success Stories & Case Studies • Live Demos • Reviews • Trials EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments
Slide 3 Developing Bottom-Funnel Conversion Goal of Bottom Funnel is to: • Differentiate your brand • Convince your target audience (WITHOUT COLD CALLING) • Minimize the risk of selecting you (Incentivize them to test trial)
Slide 4 Developing Bottom-Funnel Conversion Content Strategy should: • Be decision oriented (focused on closure) • Be personalized • Offer real-time help • Offer complimentary aids • Rely on advocates • Show evidence
Slide 5 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 6 Mobile Retail Apps
Slide 7 Make Bottom-Funnel Easy-to-Use Understand End-to-End Journey • Sometimes just location & call • Simplify and shorten steps Make Hassle Free • Less is more • Avoid links • No scrolling
Slide 8 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 9 Messenger Apps Social customer care • Answer Q’s about products/services • Privacy • Handle complaints • Confirm orders
Slide 10 Messenger Apps
Slide 11 Chatbots
Slide 12 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 13 Decision Aids & ROI Templates Templates help finalize choice • ROI Calculators • Task specific • Simplified setup • User entered data • Estimates • Cost to acquire, operate & maintain • Risk/reward analysis • Style Guides • Comparisons
Slide 14 Strategic Offers Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 15 ComplimentaryApps Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 16 Grader Tools Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 17 ComplimentaryApps Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 18 Success Stories & Case Studies Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 19 Success Stories & Case Studies with Case Studies
Slide 20 Live Demos Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 21 Reviews Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 22 Reviews
Slide 23 Trials Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
Slide 24 Trials
Slide 25 Know You Like You Trust You Inspiring Your Community Helping to Find You Validating Your Authority Personalized FREEmiums Thought LeadershipVisual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Integrity Community Expansion Community Excitement Brand Utility/Ubiquity
Slide 26 Know You Like You Trust You Inspiring Your Community Helping to Find You Validating Your Authority • Entertainment • Inspiration • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Personalized FREEmiums Thought LeadershipVisual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You • Endorsements • Success Stories • Live Demos • Reviews • Trials EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) • Brand Affinity • Themes & Story Arcs • Emotional Appeal • Framing Your Scarcity • Influence Outreach • Inspirational Appeal • Influence Tactics • Social Networking Community IntegrityCommunity Expansion Community Excitement • Pain Point Alignment • Topic Appeal • Compelling Content • Optimization • Amplified Exposure Brand Utility/Ubiquity • Curating • Shadowing • News Feeding • Teaching • Campaign Support • Frequency • Hosting • Tagging • Hashtagging • Acknowledgement • Involvement • Fun • Greater Good • Motivating • Voice Consistency • Open Communication • Generous Sharing • Accountability • Empowerment

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Differentiating Value with Bottom-Funnel Content & Conversion Tactics

  • 1. Differentiating Value with Bottom- Funnel Content & Conversion Tactics Dr. Jim Barry June, 2017 Session VIII MKT 5225
  • 2. Slide 2 Thought LeadershipBrand Utility/Ubiquity Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Relate to Customer Journey GettingAudiences to Know, Like & Trust You Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Integrity Community Expansion Community Excitement Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You Personalized FREEmiums • Endorsements • Success Stories & Case Studies • Live Demos • Reviews • Trials EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments
  • 3. Slide 3 Developing Bottom-Funnel Conversion Goal of Bottom Funnel is to: • Differentiate your brand • Convince your target audience (WITHOUT COLD CALLING) • Minimize the risk of selecting you (Incentivize them to test trial)
  • 4. Slide 4 Developing Bottom-Funnel Conversion Content Strategy should: • Be decision oriented (focused on closure) • Be personalized • Offer real-time help • Offer complimentary aids • Rely on advocates • Show evidence
  • 5. Slide 5 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 7. Slide 7 Make Bottom-Funnel Easy-to-Use Understand End-to-End Journey • Sometimes just location & call • Simplify and shorten steps Make Hassle Free • Less is more • Avoid links • No scrolling
  • 8. Slide 8 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 9. Slide 9 Messenger Apps Social customer care • Answer Q’s about products/services • Privacy • Handle complaints • Confirm orders
  • 12. Slide 12 Bottom Funnel Content & Engagement Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 13. Slide 13 Decision Aids & ROI Templates Templates help finalize choice • ROI Calculators • Task specific • Simplified setup • User entered data • Estimates • Cost to acquire, operate & maintain • Risk/reward analysis • Style Guides • Comparisons
  • 14. Slide 14 Strategic Offers Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 15. Slide 15 ComplimentaryApps Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 16. Slide 16 Grader Tools Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 17. Slide 17 ComplimentaryApps Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 18. Slide 18 Success Stories & Case Studies Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 19. Slide 19 Success Stories & Case Studies with Case Studies
  • 20. Slide 20 Live Demos Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 21. Slide 21 Reviews Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 23. Slide 23 Trials Bottom-Funnel Content & Engagement Real-time Help SoLoMo Context FAQ Messaging & Chatbots Decision/ROI Templates Personalized FREEmiums Strategic Offers Complimentay Apps Free Audits & Assessments Evidence Endorsements Success Stories & Case Studies Live Demos Reviews Trials
  • 25. Slide 25 Know You Like You Trust You Inspiring Your Community Helping to Find You Validating Your Authority Personalized FREEmiums Thought LeadershipVisual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Community Integrity Community Expansion Community Excitement Brand Utility/Ubiquity
  • 26. Slide 26 Know You Like You Trust You Inspiring Your Community Helping to Find You Validating Your Authority • Entertainment • Inspiration • T-R-U-S-T-E-D Behaviors • T-R-U-S-T-E-D Content Personalized FREEmiums Thought LeadershipVisual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Social Content Strategies for Customer Journey GettingAudiences to Know, Like & Trust You • Endorsements • Success Stories • Live Demos • Reviews • Trials EvidenceReal-Time Help • SoLoMo Context • Messaging • FAQ Chatbots • Decision/ROI Templates • Strategic Offers • Complimentary Apps • Free Audits/ Assessments Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) • Brand Affinity • Themes & Story Arcs • Emotional Appeal • Framing Your Scarcity • Influence Outreach • Inspirational Appeal • Influence Tactics • Social Networking Community IntegrityCommunity Expansion Community Excitement • Pain Point Alignment • Topic Appeal • Compelling Content • Optimization • Amplified Exposure Brand Utility/Ubiquity • Curating • Shadowing • News Feeding • Teaching • Campaign Support • Frequency • Hosting • Tagging • Hashtagging • Acknowledgement • Involvement • Fun • Greater Good • Motivating • Voice Consistency • Open Communication • Generous Sharing • Accountability • Empowerment