Content Strategy Proposal for B2B Client Aparna Das
This is the final content strategy presentation for a Business consultancy firm. This is was a team project where we accomplished content audit, competitive-comparative analysis, defined brand voice spectrum, workflow recommendations, built website wireframe and an editorial calendar.
Event marketing needs special abilities to crack it. Not everyone can do it well. We have the perfect setup to help you get solid returns from your next event.
Social Travel Britain 2015 conference: Salisbury CathedralMark Frary
David Coulthard, marketing director of the cathedral, reveals how it took him two years to convince staff and volunteers of the use of social media - and the mistakes he made
[Webinar] Content Amplification Playbook: Harness Social Media to Boost Your ...Influence and Co.
Whether it’s a webinar, whitepaper, blog post, or video, compelling content is imperative to a marketer’s success. Although creating that content is important, your most critical work starts immediately thereafter.
Every piece of content that is published is competing for your audience's attention. How do you ensure that your content can reach and engage the right audience members? Marketers have realized that social media presents a valuable opportunity to amplify your content while attracting the right people to engage with that content.
this deck outlines:
An effective step-by-step process for amplifying content to the right audience
A handful of tips and tactics for using social media to promote content
Why content will get zero engagement without the right distribution strategy
There are also links to free resources provided at the end of the deck that will help you amplify your content and effectively share it out to your network.
Content Strategy Proposal for B2B Client Aparna Das
This is the final content strategy presentation for a Business consultancy firm. This is was a team project where we accomplished content audit, competitive-comparative analysis, defined brand voice spectrum, workflow recommendations, built website wireframe and an editorial calendar.
Event marketing needs special abilities to crack it. Not everyone can do it well. We have the perfect setup to help you get solid returns from your next event.
Social Travel Britain 2015 conference: Salisbury CathedralMark Frary
David Coulthard, marketing director of the cathedral, reveals how it took him two years to convince staff and volunteers of the use of social media - and the mistakes he made
[Webinar] Content Amplification Playbook: Harness Social Media to Boost Your ...Influence and Co.
Whether it’s a webinar, whitepaper, blog post, or video, compelling content is imperative to a marketer’s success. Although creating that content is important, your most critical work starts immediately thereafter.
Every piece of content that is published is competing for your audience's attention. How do you ensure that your content can reach and engage the right audience members? Marketers have realized that social media presents a valuable opportunity to amplify your content while attracting the right people to engage with that content.
this deck outlines:
An effective step-by-step process for amplifying content to the right audience
A handful of tips and tactics for using social media to promote content
Why content will get zero engagement without the right distribution strategy
There are also links to free resources provided at the end of the deck that will help you amplify your content and effectively share it out to your network.
9 Steps to Winning Your Content Marketing MarathonLaurie Paleczny
In my recent breakout session at Content Strategy Applied USA 2014, I used running as a metaphor for how companies need to approach content marketing. It is most definitely a marathon, not a sprint. Marketers must be prepared to go on a journey when they embrace this digital strategy. Ultimately, the benefits are worth it, but it's rarely easy. It requires perseverance, patience and self-awareness about how to push your limits.
My presentation took attendees through nine steps to help them learn what to expect and stay in the race, even when it's hard. From deciding to run, defining goals and picking the right metrics to choosing the right partners and the right races, I offered insights, frameworks and case studies from our experience running alongside clients in their marathons.
Albers Communications Group's Director of New Media Gina Pappas outlines the four-step PR planning process businesses should utilize when setting goals for the communication strategies in 2014.
www.alberscommunications.com
LinkedIn over the years has emerged as a powerful tool for business owners and individuals to increase their connection, generate more leads, promote their brand, and also become a thought leader. If you are a business to business (B2B) company and lack a LinkedIn marketing strategy, you are definitely missing out on a lot.
In the presentation you will get detailed strategy to promote your business with LinkedIn.
If you want help regarding LinkedIn marketing or any other type of social media marketing then just visit: https://yashus.in/our-services/social-media-marketing-company/
3 out of 4 marketers across the globe today prioritize an inbound approach to marketing. Learn how inbound marketing can help promote events, and drive engagement. Veemal will be using the AREA framework to give some practical tips on how event marketers can straightaway apply inbound techniques as part of their event marketing strategy.
Many small businesses struggle with filling their events and marketing correctly. Here are some tips provided by Laura Huddle, Head of Marketing (Australia) at Eventbrite. This presentation was shared at Hub Australia's Small Teams, Big Dreams event on May 1. http://snip.ly/o20a
This deck covers:
How to create a documented content marketing strategy
How the marketing funnel works
The content tactics you should use to generate leads
How to measure success
The tech needed to help you pull it all off
Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"
Everything you need to know about hybrid eventsJohn Peterson
Hybrid events are becoming increasingly popular among event organizers as they are considered beneficial to the attendees and organizers alike. They combine the in-person component with an online experience in an event, and the face-to-face and online interactions maximize the effectiveness of the hybrid events. Read more https://bit.ly/31SQt7u
Google now has 92% of the UK search engine market, it was named Britain's Number One brand for 2010 and has been cited as one of the most important creations of the 20th century. With nearly 50% of the world online population on Facebook and 1.5 Million businesses already using Facebook ads now is the time to look "under the bonnet" of Facebook.
9 Steps to Winning Your Content Marketing MarathonLaurie Paleczny
In my recent breakout session at Content Strategy Applied USA 2014, I used running as a metaphor for how companies need to approach content marketing. It is most definitely a marathon, not a sprint. Marketers must be prepared to go on a journey when they embrace this digital strategy. Ultimately, the benefits are worth it, but it's rarely easy. It requires perseverance, patience and self-awareness about how to push your limits.
My presentation took attendees through nine steps to help them learn what to expect and stay in the race, even when it's hard. From deciding to run, defining goals and picking the right metrics to choosing the right partners and the right races, I offered insights, frameworks and case studies from our experience running alongside clients in their marathons.
Albers Communications Group's Director of New Media Gina Pappas outlines the four-step PR planning process businesses should utilize when setting goals for the communication strategies in 2014.
www.alberscommunications.com
LinkedIn over the years has emerged as a powerful tool for business owners and individuals to increase their connection, generate more leads, promote their brand, and also become a thought leader. If you are a business to business (B2B) company and lack a LinkedIn marketing strategy, you are definitely missing out on a lot.
In the presentation you will get detailed strategy to promote your business with LinkedIn.
If you want help regarding LinkedIn marketing or any other type of social media marketing then just visit: https://yashus.in/our-services/social-media-marketing-company/
3 out of 4 marketers across the globe today prioritize an inbound approach to marketing. Learn how inbound marketing can help promote events, and drive engagement. Veemal will be using the AREA framework to give some practical tips on how event marketers can straightaway apply inbound techniques as part of their event marketing strategy.
Many small businesses struggle with filling their events and marketing correctly. Here are some tips provided by Laura Huddle, Head of Marketing (Australia) at Eventbrite. This presentation was shared at Hub Australia's Small Teams, Big Dreams event on May 1. http://snip.ly/o20a
This deck covers:
How to create a documented content marketing strategy
How the marketing funnel works
The content tactics you should use to generate leads
How to measure success
The tech needed to help you pull it all off
Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"
Everything you need to know about hybrid eventsJohn Peterson
Hybrid events are becoming increasingly popular among event organizers as they are considered beneficial to the attendees and organizers alike. They combine the in-person component with an online experience in an event, and the face-to-face and online interactions maximize the effectiveness of the hybrid events. Read more https://bit.ly/31SQt7u
Google now has 92% of the UK search engine market, it was named Britain's Number One brand for 2010 and has been cited as one of the most important creations of the 20th century. With nearly 50% of the world online population on Facebook and 1.5 Million businesses already using Facebook ads now is the time to look "under the bonnet" of Facebook.
Skyrocket Your Reach: Unleashing the Power of Online PR Distribution ServicesTopPrAgencyAustralia
In the vast digital landscape, getting your message across to the right audience is crucial. This is where the power of online PR distribution services comes into play. Whether you're a startup or an established business, leveraging these services can significantly amplify your reach and impact.
Using Social Media to Grow Your BVFLS PracticeRod Burkert
After ten years of practicing out of a home office in Philadelphia, the presenter now lives, works, and travels full time in a RV. How does he market and sell his services? Social media.
Now you don’t have to live in an RV to take advantage of social media. But it is fast becoming the best way for FVS professionals to build prospect relationships in a business environment where geography and time zone barriers have fallen. And just like in face-to-face marketing, personal connection is the key to landing new work when using social media: to succeed, your interactions must convey your expertise, credibility, and a hint of personality. Join this session if you want to arm yourself with the “secret sauce” of social media marketing that can jumpstart, or expand, your BVFLS practice on platforms like LinkedIn, Google+, and Twitter.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
Otherside Consulting business growth strategy is to foothold emerging companies striving to penetrate international markets, augment brand visibility, develop potential customer base and build continuous revenue opportunities to achieve long term growth objectives. Our mission is to connect the missing link between clients and customers, build strategic alliances and strengthen business relationships with companies all over the world.
Using & Tracking New Media - Marketing Retirement Homes & Senior CareOur Kids Media
How can you use new media such as blogs, Facebook and twitter for marketing retirement homes, retirement communities or senior care. This presentation shows you how you can engage with senior during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at retirement home marketing and marketing and selling to seniors.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the Comfort Life Marketing Academy Lunch & Learn in Toronto on October 289th, 2014. More tools and resources available at www.ourkidsmedia.com/marketing/retirement-living/
It’s no longer enough to just “post a few times a day.”
Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive.
Take your social media to the next level and review these slides, which cover advanced topics like:
- How to pinpoint and retarget the right people with custom audiences
- How to structure social ads and track the effectiveness of your campaigns
- How to use audience demographics to bring new visitors to your website
…and everything you need to know to make your social media program a success.
Digital and Social Media Marketing: Digital Strategies for Promoting and Prot...Mary Ann Davis
A free webinar I provided for Carroll Community College's Business Training and Services. Information presented includes trends in social network usage and social commerce, benefits for businesses and planning tips.
Thanks everyone who attended this session. I enjoyed the lively discussion regarding the benefits of implementing growth hacking to grow your small business.
Growth hacking uses creativity, analytical thinking, and social metrics to gain brand exposure. It’s a low-cost and innovative alternative to traditional marketing that uses social media and viral marketing instead of more traditional media such as newspaper, radio and television.
Growth hacking focuses on growth first, budgets second. Companies that have used these techniques successfully include Facebook, Twitter, LinkedIn, AirBnB, Dropbox and others.
Thanks to our sponsor Launch Workplaces - Tysons. Visit: www.launchworkplaces.com.
Thanks to our host Startup Central, Visit: www.startupcentr.al.
Interested in learning how to plan and implement growth hacking techniques?
Attend the upcoming workshop:
Powerful Marketing Techniques To Grow Your Business
Thursday, Aug 20th, Launch Workplaces - Tysons
Attend this workshop to understand how to implement powerful marketing techniques to grow your business. RSVP: http://bit.ly/pmktg815
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
How can you use new media such as blogs, facebook and twitter to engage with moms and kids and market your programs, schools or summer camps? This presentation shows you how you can engage with parents during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at private school marketing, summer camp marketing or kids program marketing and selling to moms in Canada.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the OUR KIDS Marketing Academy Lunch & Learn in Toronto on October 28th, 2014. More tools and resources available at http://www.ourkidsmedia.com/marketing
Outbound and Event Marketing MasterclassPaul Fifield
Marketing to the customer is just as important as marketing to a stranger
To reduce the average digital event drop out (avg 30%) - create connection with your audience
Track meaningful conversations at live-events, don't just limit ROI to booth scans
Segment your follow-ups to events, VIP prospects should get 1:1 follow ups, even if they didn't show.
Formalise a follow-up plan and hold people accountable for their leads
At Tradeshows make sure your teams are using the event networking apps such as Brello, to lock in meetings before the day
Similar to Kate Hodel & Sarah Mote - Building Your Own Marketing Plan (20)
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Kate Hodel & Sarah Mote - Building Your Own Marketing Plan
1. Annual Conference, April 23-24, 2014
Building Your Own Marketing Plan
Kate Pope Hodel, U.S.SourceLink
Sarah Mote, U.S.SourceLink
@ussourcelink
2. Annual Conference, April 23-24, 2014
The plan . . .
You’ll walk out with a
few very specific
tactics to
• reach your key
audiences
• begin an
integrated
marketing plan
6. Annual Conference, April 23-24, 2014
Who is your audience?
Urban Entrepreneurs
Entrepreneurs
Rural Entrepreneurs
Bankers
Provide expansion funding
Can be referral sources
Microlenders
Provide funding
Provide coaching
Education
Careers for students
Tech transfer for faculty
Investors
Provide funding for startups
Civic leaders/legis.
Make decisions regarding funding
Make decisions regarding regulation
Corporations
Provide mentoring
Provide potential marke5ts
Can be referral sources
Resource Partners
Help entrepreneurs to success
Provide services and resources
Your Funders
Looking for ROI
Benefit the community at large
Innovation-Led
Innovative product or process
Intention to grow quickly
Entrepreneurship Support
Care about success of entrepreneurs
Main Street
Bricks and Mortar location
Retail, restaurant, professional
Second Stage
Beyond startup
Employees beyond owners span of control
Startups
Idea or concept
Need market analysis
Need license/permits
Microenterprise
Based on individual expertise
>$35K to capitalize
Home-based/consulting
7. Annual Conference, April 23-24, 2014
BANKER
Funder + Entrepreneurship Support
Relationship builder and problem solver who helps small
businesses with financial goals.
Strategic, responsive, professional, organized, accessible to
customers.
She carries a full bench of small business clients in addition
to serving on boards, volunteering and actively networking.
CHALLENGES
marketing, developing solid referral for clients, staying
abreast of industry changes
8. Annual Conference, April 23-24, 2014
MOMPRENEUR
Microenterprise + Startup
Creative problem solver who thrives on messy
situations that need a resourceful solution.
Organized, social, creative, efficient, practical, detailed
and a peace-maker.
She’s currently living her dream, working for herself and
wearing all the hats: accounting, customer service, PR,
advertising, administrative, janitorial.
CHALLENGES
marketing, managed growth, outsourcing hats, first hire
9. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
SGF, STL, KC,
Columbia, Cape,
St. Jo.
SGF, STL, KC,
Columbia, Cape,
St. Jo.
Libraries
10. Annual Conference, April 23-24, 2014
Choose
the audiences you are trying to
reach
Customize
them as you need to (gender, age,
location, industry)
Prioritize
WHO
11. Annual Conference, April 23-24, 2014
SGF, STL, KC,
Columbia, Cape,
St. Jo.
Libraries
What is your message?
12. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
Ask your
neighbor—
or call in the
experts.
What’s next?
Get help with
your
businesses
next steps.
Put our 400+
brains behind
your brawn.
Do you have a
license for that?
Find out steps
your startup
missed.
Because there’s no
time for
entrepreneurship
to be more
complicated.
13. Annual Conference, April 23-24, 2014
Choose
a few key audiences.
Write
message balloons for each.
You may have more than one
message for each audience.
WHAT
14. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
15. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
push
welcome
follow up
events
surveys
anniversary
reengage
newsletter
website
affinity
lead
16. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
push
welcome
follow up
events
surveys
anniversary
reengage
newsletter
website
affinity
lead
engage
Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
social
bookmarking
17. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
push
welcome
follow up
events
surveys
anniversary
reengage
newsletter
website
affinity
lead
engage
Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
social
bookmarking
meet-n-
greet
coffee
RP-hosted
events
trade shows
networking
RP meetings
focus groups
Google+
hangouts
18. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
push
welcome
follow up
events
surveys
anniversary
reengage
newsletter
website
affinity
lead
engage
Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
social
bookmarking
meet-n-
greet
coffee
RP-hosted
events
trade shows
networking
RP meetings
focus groups
Google+
hangouts
promote
newspaper
radio
television
19. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
attract
SEO
website
Resource
Navigator
calendar
blog
learning
center
news
stories
videos
webinars
white papers
push
welcome
follow up
events
surveys
anniversary
reengage
newsletter
website
affinity
lead
engage
Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
social
bookmarking
meet-n-
greet
coffee
RP-hosted
events
trade shows
networking
RP meetings
focus groups
Google+
hangouts
promote
newspaper
radio
television
linger
hotline cards
business
cards
palm cards
invitations
thank you
welcome
letter/card
direct mail
brochures
reports
billboards
20. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
Reach
biz
How we
help
you
How do
you use
social?
How we
help
region
What
do you
need?
We link,
not just
give
links.
What MO
e-ship
looks like
This could
be you.
How we
help
region
How we
help
you
Events,
tips,
reports
What
we can
do
What we
can do
with you
Call us
How
can we
help?
Call us
Call us Call us
Call us
How we
help
region
How we
help
region
How we
help
region
Call us
21. Annual Conference, April 23-24, 2014
Increase hotline calls. Increase RP engagement. Increase corporate support.
Reach
biz
How we
help
you
How do
you use
social?
How we
help
region
What
do you
need?
We link,
not just
give
links.
What MO
e-ship
looks like
This could
be you.
How we
help
region
How we
help
you
Events,
tips,
reports
What
we can
do
What we
can do
with you
Call us
How
can we
help?
Call us
Call us Call us
Call us
How we
help
region
How we
help
region
How we
help
region
Call us
Calls
Web visits
Posts from RPs
Calls
Subscribers
Click through
Impressions
Follows from
RPs
Calls
# of visits
Posts
Events in
calendar
Calls
Calls
Web visits
Calls
How will you measure?
22. Annual Conference, April 23-24, 2014
Pick
an audience, a message and a
channel. You may need duplicate or
even modify audience cards for
different channels.
WHERE
Editor's Notes
Welcome to Build Your Own Marketing Plan with Kate and Sarah.
Over the next hour, we will walk you through some tactics to reach your key audiences so that you can walk out with the beginning of an integrated marketing plan.
Let’s get STARTED.
Any marketing plan starts with your goals and objectives. What are you trying to accomplish? And then it’s about figuring out who you audience is, where they are, and how to reach them with the right message that will help you achieve your goals.
The poster in front of you is your foundation—and the foundation of that poster and of your marketing plan are your goals. For MOSL, our key three goals for the next year (you choose your time frame) are to
Increase hotline calls
Increase Resource Partner engagement.
Increase corporate support.
Go ahead and drop yours in at the top.
With your goals in play, next you need to know who is going to help you reach them. Who is your audience, hwere are they, and how do you reach them with the right message that will help you achieve your goals.
Who are the candidates?
One of your core audiences is your RESOURCE PARTNERS—those who help guide your community’s ENTREPRENEURS to success.
But as Maria talked about yesterday, those entrepreneurs are DIFFERENT: some are focused on rapid acceleration, some are small lifestyle business, some are established and growing, some define the face and character of your community, some serve RURAL areas, some urban, and then there are those who are just getting STARTED.
There are also those folks who are not Resource Partners, but who serve your entrepreneurs—MICROLENDERS, bankers, angels and VCs, accountants, lawyers. And those who help pave the way for entrepreneurs through EDUCATION or tech transfer.
And then there are YOUR FUNDERS and the other folks in your community who SUPPORT ENTREPRENEURSHIP and care about the success of entrepreneurs and their impact on the economy: civic leaders, corporations, etc.
Lots of folks in the ecosystem, but even this categories don’t make it easy.
Each audience contains yet another universe of personas. If you’re looking for funders, know what they “look like”: what are their key needs, what are their pain points, what drives their decisions?
Segmenting your audience helps you determine their
key characteristics
key needs
what drives them to act
“Tagging” your customers—say with BizTrakker—helps you understand
who are your most frequent players
how many more prospects look like them
who are their key are influencers
where you can find them
how you can better serve them
what are your talking points
This startup mompreneur is very different from a startup construction company. They have different needs and pain points—marketing vs. insurance, different types of capital concerns, different business structures, licenses, performance bonds, startup capital, contracts, estimating, approach to sales and needs for human capital.
And they hang out in different places, social networks, trade publications, the type of media they consume.
Customize your messages, tactics and channels to reach the different segments, based on your goals.
Here’s where we’re headed.
For MOSL, we have three core goals: to increase hotline calls, increase RP engagement, and increase corporate support. Who’s going to help us achieve those goals and meet our objectives? Entrepreneurs, Resource Partners, and Funders.
Because we’re working regionally, we’re segmenting those audiences—between rural and urban entrepreneurs, between the kind of RPs and Funders that exist in those demographics and that entrepreneurs know and trust.
You have your goals. You know who want to engage with, and you know what they want and what they need. Now, it’s time to CRAFT YOUR MESSAGES.
What will get those folks to call, engage, fund
What will you say to get them to get them to act and help you achieve your objectives?
And how will you tweak your messages to reach your different market segments?
Here are some examples of messages we at MOSL may use to help increase those hotline calls.
Now, it’s YOUR TURN.
Here’s where we’re headed.
ONLINE CONTENT: This is your hub, HQ—your inbound traffic and where you “convert” your customers. This kind of content marketing is focused on getting found by your customers in their time of need. Think blog, calendar, rich content and relevant tips and tools. This is the end game—either this or the phone—this is where you want your customers to land.
BUT they’re not going to find it on their own. They need help finding you.
Search engine optimization and search engine marketing—matching your content with the keywords they’re typing into search engines—is one way to drive them to your site. You can also share your story through . . .
EMAIL: Direct marketing to a group of people, often targeted.
Events: You can create a whole campaign around events—including webinars, conferences, battles—to help build interest and encourage participation. (Invites, follow up, reminders, thank you emails.)
Newsletter: Sent on a regular basis—monthly, quarterly—these help you reinforce your expertise, build loyalty, and engage with your subscribers as well as grow you list of new clients.
Website Affinity: When a user clicks through to your website, you can use the info collected about his or her activity to send emails with relevant content to match the interests indicated at your site.
Lead-Nurturing: Move customers through the funnel—and educate them about your services. Short emails with the main purpose of driving folks to take action on your website.
SOCIAL
Sharing your content on social networks helps you expand your reach, give your content legs, and connect/engage/interact/converse with target audiences. The key: make sure your message speaks to the medium (Facebook is a very different beast, tone than Pinterest or Twitter or LinkedIn) and make sure your content is shareable (tone, images, etc.). Start by listening and make sure you engage—with prospects, influencers, RPs.
IN PERSON
It really makes a difference and is key to building relationships with funders, with influencers, with Resource Partners. Corey Mohn nails this—check out social streams—using in-person + social + online.
TRADITIONAL
Think ads, placed stories, bylined articles, radio spots, interviews on morning shows. Traditional media doesn’t allow you to engage the way social media does—but it does allow you to reach a broad audience over, potentially, a longer period of time (than, say, a tweet).
PRINT
Again, this is shelf life. Print gives you something you can leave behind to turn that first impression into a lasting impression.
Here’s where we’re headed. What do we see?
Here’s where we’re headed. What do we see?
This should help determine where to invest time/resources.
Look for commonalities. What channels do you use for multiple audiences? What messages are similar? What’s your chain of communication, i.e., what do you need to put into play—blog posts, reports, printed materials, social relationships--before you reach out?