Lily Smirnova "Як зробити потенційного своїм клієнтом: можливі і неможливі підходи." LIOF 2017
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This document provides insights into effective customer nurturing strategies beyond email. It notes that prospects typically require an average of 10 touches before becoming customers. A successful approach uses omnichannel communication across multiple digital and in-person channels over time, such as social media, retargeting, direct mail, and events. This establishes an ongoing emotional connection through storytelling and creates multiple opportunities for prospects to engage with a company's message and champions.
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Lily Smirnova "Як зробити потенційного своїм клієнтом: можливі і неможливі підходи." LIOF 2017
- 1. How to approach your customer to finally get them Lily Smirnova, CoreValue
- 3. 4 out 5 marketers say their email open rates don’t exceed 20%. 79% of marketing leads never convert into sales. - Oracle, the state of B2B nurturing survey Just facts?
- 4. Time to think beyond the INBOX
- 6. Prospects receive an average of 10 multiple touches until they’re a closed- won customer. 49% of marketers include less than 5 - Lead nurturing benchmark studies, 2016
- 9. Let’s see how it works on practice
- 11. Enterprise level prospect numbers many `interesting faces` to follow. We need to find our champion among them all! Or just make them be ones -)
- 12. Startup prospect numbers not that many `interesting faces` to follow. But there are some It’s easier to find our champion among them!
- 13. 1. Generate email addresses 2. Compose a chain of 8-10 email messages 3. Think of A/B tests! 4. Think of personalization 5. Use automation Suddenly, it turns out that we’ve got over 100 variations of email messages. Long way to get it done -) And remember, 80% of your work will be wasted! What we do next
- 14. WHY NOT TO
- 15. 1. DIGITAL MEDIA: - Social media (FB or LinkedIn targeted boosted post) - Retargeting Channels 2. DIRECT MAILS 3. EVENTS/MEETUPS 4. OOH
- 19. There will be absolutely more than 10 touches. And chances to finally get your client will significantly grow with Omni-Channel Communication
- 21. More INSIGHTS Marketing 3.0 is about being EMOTIONAL Create and maintain this on-going emotional connection/touch with your customers. How is it called? BRANDING STORYTELLING
- 22. STORYTELLING in 3 slides
- 23. Storytelling ● Sticky and emotional ● Changes the brain’s chemistry ● Top 5 techniques
- 25. Video example
Editor's Notes
- Only 1 successful campaign in my life
- It’s all about different ways to communicate with your prospect It’s all about consistent messages To get a help create a whole picture of yourself
- What facts say
- List of IPO issuers in the US
- That resonate to your buyer persona
- Effective multi=channel lead nurturing most commonly involve a combination of marketing, social media, paid retargeting, direct mail, direct sales outreach.
- Effective multi=channel lead nurturing most commonly involve a combination of marketing, social media, paid retargeting, direct mail, direct sales outreach.
- http://www.adweek.com/brand-marketing/14-brilliant-outdoor-ads-rocked-real-world-2014-161999/ Funny joyful ads from Google promoting the app. Supporting the style of NY
- For this lovely Valentine's Day stunt, ad agency Kingsday installed 1,500 cute little red boxes around Paris, modeled after emergency boxes—but containing single red roses. "In case of love at first sight, break glass," the boxes said.
- Posters of IBM Smarter together - life, smarter cities campaign...
- Для цього вам необхідний дискриптор чи ідентифікатор по якому вас впізнають - ринок, де працюєте; важлива відмінність-унікальність, за якою клієнт має вас відрізнити… і третє - чому вас мають купити?) - що може зводитись до банальних потреб визнання, лідерства і тд за пірамідою потреб Маслоу: Мама-домогосподарка готує і хоче похвали від сімї ZAG
- https://blog.udemy.com/storytelling-techniques/ 13 Great Storytelling Techniques To Make Your Stories Memorable 1. Show it Great and influential stories do not “tell”, they “show”. Through storytelling elements like plot, character, conflict, theme, and setting, you can show your message and let your audience arrive at your meaning at a comfortable pace. 2. Length matters Stories can be really short or as long as a book. There are no constraints other than the time your audience has available. That being said though, your long story ceases to be a story the moment it becomes boring. People will lose interest and move on. When in doubt, keep your stories short as possible while still conveying all of the information. 3. Likable character Characters can be and should be flawed because this is what makes them real. Nobody is perfect and it’s hard to identify with a perfect character. Your character also needs to be likeable because you want your audience to be pulling for them to succeed. Let your audience see your character evolve and go through an array of emotions. Nothing is more disappointing than a static character. As stated in the first technique, don’t tell us who your character is, show us. 4. There should be a plot A plot serves as the guiding force in your story. It helps ensure there is a beginning, middle, and end and all of the fun stuff in between. This is important because it makes your audience feel comfortable and allows them to focus on other aspects of your story. Also, a good ending will provide your audience with closure. Leaving your character clinging to the edge of the cliff is only acceptable if you are setting yourself up for the next chapter. 5. Foreshadowing Nothing is more exciting to a listener or reader than realizing that the storyteller or author is revealing clues throughout the story. This is a great way to keep your audience engaged in your tale. 6. Keep the dialogue real This is important because as a listener or a reader, we are immediately distracted when something sounds off, cliché, or is just out of place. A good way to check and see if your dialogue sounds good is to read it aloud. Often times, this is an easy way to pick-up on words that are disruptive to our ears. 7. Conflict If everybody is happy-go-lucky and the sun is shining then what is the purpose of telling the story in the first place? Stories are about conflict and trying to overcome it. Will the main character succeed? How will the conflict be resolved? This is the reason your audience will stay engaged. Stories can have more than one conflict too. Try weaving smaller conflicts into various points of the story to support an overarching conflict. 8. Use a model There are many common narratives most stories follow. These include the hero’s journey, the coming of age tale, and an anecdote. Try taking a common narrative and applying it to your own story. You may find that it serves as the perfect foundation. 9. Add a personal touch Whether you are telling a story to pitch a product or to entertain, consider adding a personal touch. A personal touch will give your pitch the “real” factor. This can be delivered in the form of a testimonial. If you are creating a story to entertain, draw on your own life experiences to add to the story. This will make your story feel more authentic. Learn how to record and tell your life story with this course. 10. Point of View If you find your story lacking, try changing your point of view. Third person point of views tend to be the most common. Try telling your story from a first person point of view. Maybe we are seeing things from the point of view of a small child or an animal who doesn’t fully understand everything that is happening around them. Experiment with point of view to bring an exciting edge to your story. 11. Start with a bang! Get your audience involved right away by starting your story with a bang. Try opening with a mystery, in the middle of your story, or from a distance. If it doesn’t feel right, don’t worry. You can always go back and tweak the beginning once you finish your story. 12. Know what you are trying to convey What is the purpose of this story? Is it to entertain? To relay a message? To teach a lesson? Whatever your purpose of telling your story is, keep it in the forefront of your mind as you are going. 13. The delivery You have constructed the perfect story, now how are you going to deliver it? Are you going to write it down for people to read to themselves, is it meant to be read aloud by others, or will you be telling your story verbally to others? The final delivery method matters. You might have to change your story up a bit to ensure it is being told in the most beneficial manner.
- 13 Great Storytelling Techniques To Make Your Stories Memorable 1. Show it Great and influential stories do not “tell”, they “show”. Through storytelling elements like plot, character, conflict, theme, and setting, you can show your message and let your audience arrive at your meaning at a comfortable pace. 2. Length matters Stories can be really short or as long as a book. There are no constraints other than the time your audience has available. That being said though, your long story ceases to be a story the moment it becomes boring. People will lose interest and move on. When in doubt, keep your stories short as possible while still conveying all of the information. 3. Likable character Characters can be and should be flawed because this is what makes them real. Nobody is perfect and it’s hard to identify with a perfect character. Your character also needs to be likeable because you want your audience to be pulling for them to succeed. Let your audience see your character evolve and go through an array of emotions. Nothing is more disappointing than a static character. As stated in the first technique, don’t tell us who your character is, show us. 4. There should be a plot A plot serves as the guiding force in your story. It helps ensure there is a beginning, middle, and end and all of the fun stuff in between. This is important because it makes your audience feel comfortable and allows them to focus on other aspects of your story. Also, a good ending will provide your audience with closure. Leaving your character clinging to the edge of the cliff is only acceptable if you are setting yourself up for the next chapter. 5. Foreshadowing Nothing is more exciting to a listener or reader than realizing that the storyteller or author is revealing clues throughout the story. This is a great way to keep your audience engaged in your tale. 6. Keep the dialogue real This is important because as a listener or a reader, we are immediately distracted when something sounds off, cliché, or is just out of place. A good way to check and see if your dialogue sounds good is to read it aloud. Often times, this is an easy way to pick-up on words that are disruptive to our ears. 7. Conflict If everybody is happy-go-lucky and the sun is shining then what is the purpose of telling the story in the first place? Stories are about conflict and trying to overcome it. Will the main character succeed? How will the conflict be resolved? This is the reason your audience will stay engaged. Stories can have more than one conflict too. Try weaving smaller conflicts into various points of the story to support an overarching conflict. 8. Use a model There are many common narratives most stories follow. These include the hero’s journey, the coming of age tale, and an anecdote. Try taking a common narrative and applying it to your own story. You may find that it serves as the perfect foundation. 9. Add a personal touch Whether you are telling a story to pitch a product or to entertain, consider adding a personal touch. A personal touch will give your pitch the “real” factor. This can be delivered in the form of a testimonial. If you are creating a story to entertain, draw on your own life experiences to add to the story. This will make your story feel more authentic. Learn how to record and tell your life story with this course. 10. Point of View If you find your story lacking, try changing your point of view. Third person point of views tend to be the most common. Try telling your story from a first person point of view. Maybe we are seeing things from the point of view of a small child or an animal who doesn’t fully understand everything that is happening around them. Experiment with point of view to bring an exciting edge to your story. 11. Start with a bang! Get your audience involved right away by starting your story with a bang. Try opening with a mystery, in the middle of your story, or from a distance. If it doesn’t feel right, don’t worry. You can always go back and tweak the beginning once you finish your story. 12. Know what you are trying to convey What is the purpose of this story? Is it to entertain? To relay a message? To teach a lesson? Whatever your purpose of telling your story is, keep it in the forefront of your mind as you are going. 13. The delivery You have constructed the perfect story, now how are you going to deliver it? Are you going to write it down for people to read to themselves, is it meant to be read aloud by others, or will you be telling your story verbally to others? The final delivery method matters. You might have to change your story up a bit to ensure it is being told in the most beneficial manner.
- https://vimeo.com/198130490