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Tactics to increase wine visitors engagement before, during and after a tasting room visit. Topics: online resources, reviews, websites, social media, reservations. Presented to the Woodinville Wine Country Association wineries.
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The Digiday Digital Content Marketing Summit, held in Austin, Texas, from February 10-12, 2016, provided a forum for brands, publishers, agencies, and tech platforms to gather and talk about the current state and the future of digital content marketing. Find out what our experts found to be the most impactful takeaways to become a savvy brand that uses content marketing to reach targeted audiences along their journey.
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5. DISCOVERY
• Unknown / small brand
• Limited budget
• Lots of “noise”
• Not enough reviews /
testimonials
• Too much to do besides
marketing
• Keep pace with digital
change
DOES THIS LOOK FAMILIAR?
RETENTION
• Creating repeat
customers
• ”Stickiness” factor
• Building a following
• Building a list
• Attracting your tribe
• Brand reinforcement
CONSIDERATION
• Users receive too many
emails
• Users are reluctant to
share contact
information
• Large media platforms
are neutral at best
7. • A piece of content – article, video, audio podcast, infographic – that is distributed
to an audience through a publisher platform in a way that DOES NOT disrupt the
user experience on that platform.
• Sponsored blog posts
• Sponsored articles
• Facebook sponsored updates
EVERYONE HAS BANNER BLINDNESS
At Lifestyle Frisco, we do not allow this kind of degradation of the user experience
• Viewed as much as editorial
• Great for business branding positive brand recall
• Drives search, exploration, and purchases
• Arguably the most engaging form of advertising
WHAT IS “NATIVE ADVERTISING?”
8. • The NFL’s “FANTASY FOOTBALL” Video
IT’S THIS…
9.
10. • Monat Hair Care – Lisa Stubbs
• Jungle Joe’s
• Career Ladder Institute
• Two Men And A Truck
• FriscoRX Pharmacy
• Countdown2Escape
• Transworld Business Partners
• Decluttered Spaces
• Ann Anderson – Farmers Insurance
• Homewatch CareGivers
• First Defense Solutions
• Vitality Bowls
• …. And more!
SAMPLE CLIENTS
• Consumer Packaged Goods
• Real Estate
• Retail
• Professional Services
• Hospitality
• Transportation
• Pharmaceutical
• Entertainment
• Home Organization
• Senior Services / Healthcare
• Restaurants
11. We’re not traditional online advertising…
We ARE advocates for Frisco businesses.
Relevance is now the biggest KPI for your business.
• We are storytelling
• High emotional engagement
• Audio, Visual, and Verbal
• Mobile Focus
• Meeting customers where they’re spending their attention
• Broad demographics for targeting
• Responsive team dedicated to keeping up with change
• Publish fast AND engage with customers in near real-time
• Data and research reporting
• Cutting Edge technology platforms for marketing
HOW WE HELP
12. #nogutsnoglory
• VALUABLE information that attracts attention, drives traffic, and builds
your business.
STOP TALKING AT YOUR AUDIENCE
AND START ENGAGING WITH THEM
HOW WE HELP
14. APPENDIX
• Wasting Time is the Worst Customer Experience
• http://www.cmswire.com/customer-experience/wasting-time-is-
the-worst-customer-experience/
• Display Advertising Statistics for Different Types of Digital Ads
• https://smallbiztrends.com/2017/01/display-advertising-
statistics.html
• Digital Is More Than a ‘BUY’ Channel for Retailers
• http://deloitte.wsj.com/cio/2015/06/23/digital-more-than-a-buy-
channel-for-retailers/
• 14 Visualizations Mapping The B2B Buyer Journey
• http://customerthink.com/14-visualizations-mapping-the-b2b-
buyer-journey/
• Why Content Marketing Works and What Can Help You Do it Right
• http://www.inc.com/bubba-page/why-content-marketing-works-
and-what-can-help-you-do-it-right.html
• Mobile Shopping Hits Critical Mass in 2017
• http://www.mytotalretail.com/article/mobile-shopping-hits-critical-
mass-in-2017/
Editor's Notes
WENDI:
It all started at the Stoneleigh Hotel, where Scott and I met.
A few months later – pulled in to help launch Re:D (Regarding Dallas) Magazine. – Uptown, 30-something’s, $30,000 Millionaires
Transitioned to email only and Scott saw the value for Frisco in 2008 when he and 2 other partners launched CommunityCrush.
When he moved near me in Uptown, we looked at “relaunching Re:D” but ONLY in an online format… email, reward card, Groupon-like.
All these wins and failures along the way are what gave us the foundation for Lifestyle Frisco.
1,000+ pieces of content -- ALL stories about business, life, and people in Frisco.
SCOTT : WHY
We believe the best relationships between and customer and businesses happen when a business serves their customer on that customers terms. We’re living in the attention economy, and a significant portion of customers attention is spent online.
It’s hard for small businesses to do all of the marketing in a digital world
The playing field is no longer even
Customer attention is hard to get and even harder to hold on to
We built Lifestyle Frisco to be:
To be a voice of and advocate for small business
To serve as a platform with audience that small businesses have access to
We’ve learned a lot of lessons from past experiences, the biggest one is that in order to build a local media site that truly serves the community, you have to BE LOCAL
Consumers don’t want to be attacked by ad’s, they want to know your story.
They want to be informed, motivated, and entertained
Content is the best way to do that:
Video, Audio, Written, Images should all focus on creating a better customer experience.
Businesses missing out on opportunities because they don’t get the Digital Channel
Notes/Thoughts:
In the last FOUR years, growing LsFrisco…
How the marketplace has changed
The evolution to digital
Attention span time dropped from 12 minutes to 5 seconds (that’s the same as a goldfish)
For consumers (how they consume info)
For business (the creation of content)
SCOTT : HOW/WHAT
We tell the story of life in Frisco.
4 years of pure content creation and audience building on multiple channels
$100,000k + of investment
1000+ posts
It’s not hard, but it does take time and it does take work.
VISION: Where we’re headed.
VALUES: Beliefs that guide our journey
Our passion for small biz owners (look at verbiage on AMEX OPEN)
SCOTT : WHO
SCOTT : WHO
SCOTT : WHO
LiveSlide Site
https://www.youtube.com/watch?v=tyq7N504f4E
WENDI : WORK WITH US
The world is now SOCIAL by design…
Build content AND understand sociology, psychology, and futurology.
Inspire your team and your customers to feel something BIGGER.
Relevance is now the biggest KPI for your business.
WENDI : WORK WITH US
The world is now SOCIAL by design…
Build content AND understand sociology, psychology, and futurology.
Inspire your team and your customers to feel something BIGGER.
Relevance is now the biggest KPI for your business.