This document discusses audience aggregation, which is the process of developing and engaging an audience over the long term through content marketing. The key aspects covered include: 1) Why aggregate an audience - to support content marketing efforts and engage potential customers long-term even if they are not ready to buy. 2) The audience aggregation cycle - using content nurturing and harvesting to engage an audience that supports content promotion and lead generation. 3) Models for audience aggregation - focusing content marketing and lead harvesting efforts on an aggregated audience developed through inbound interest. The document then provides guidance on implementing audience aggregation through email, including selecting an email tool, building an audience, creating a content plan and schedule, modeling the customer

1. Audience Aggregation
– What & Why?

2. Audience Aggregation

3. Audience Aggregation in Politics

4. Audience Aggregation on Facebook

5. Audience Aggregation on Twitter

6. Audience Aggregation on Email

7. Why Aggregate Audience?
• Support your content marketing efforts
– Have a base set of audience to promote
your content
• Engage potential customers over long term
if they are not ready to buy yet
– Create more opportunities to convert

8. Audience Aggregation Cycle
Audience
Nurturing
Content
Harvest

9. Audience Aggregation Model
Content
Audience
Marketing

10. Audience Aggregation Model
Lead Harvesting
Through Inbound Interest
Content
Audience
Marketing
Lead Harvesting
Through Call To Action

11. Support Content Marketing

12. QuickSprout Email Promotion

13. KISSMetrics Twitter Promotion

14. KISSMetrics Link Click Stats

15. Hubspot Facebook Promotion

16. Hubspot Link Click Stats

17. Hubspot Content Spraying

18. Trak.in LinkedIn Promotion

19. Engage Potential Customers Over
Long Term

20. State of Potential Customers
☐ Knows about the opportunity
☐ Aware of your product
☐ Trusts your brand
☐ Has a sense of urgency for purchase
☐…

21. Planting & Nurturing Ideas
 Knows about the
opportunity
 Aware of your product
 Trusts your brand
 Has a sense of urgency for
purchase
…

22. Funnel Dropouts
Funnel Dropouts X%

23. Re-Funnel The Dropouts
Funnel Dropouts X%

24. Convince About Opportunity

25. Convince About Opportunity

26. Convince About Opportunity

27. Convince About Opportunity

28. Convince About Opportunity

29. Convince About Opportunity

30. Educate About Usage

31. Educate About Usage

32. Educate About Usage

33. Create a Sense of Urgency

34. Create a Sense of Urgency

35. Trigger Purchase Action

36. Trigger Purchase Action

37. Trigger Purchase Action

38. Trigger Purchase Action

39. Trigger Purchase Action

40. Trigger Purchase Action

41. Trigger Purchase Action

42. Audience
Aggregation - How?

43. #1 Select Distribution Channel

44. How do you reach your Audience?
• Social Platforms
– Facebook, Twitter etc
• Email
• Forums / Community Sites

45. Criteria to Select Distribution Channel
• Reach
– Email > Facebook > Twitter
• Content Publishing Frequency
– Low frequency favors Email
• Content Consumption Pattern
– Inline consumption favors Social Platforms
• Profiling, Personalization & Targeting
– Email
• Channel Stability
– Email > Proprietary Platforms

46. It’s not a game of this or that.
Go for multiple if that makes sense.

47. This session is further built for
Email as Distribution Channel

48. #2 Select the Email Distribution
Tool

49. Email Distribution Tools
• MailChimp
• Aweber
• …

50. #3 Build Your Audience

51. Ask for Email

52. Leverage Existing Data
• Customers
• Leads / Prospects
• Personal Network
• Business Associates

53. #4 Setup Content Machinery

54. #4.1 Choose Content Type
• Webinar
• Industry Reports
• Guides
• Blog
• …

55. #4.2 Decide Content Buckets & Schedule
☐ Education about the opportunity
☐ Awareness for your product
☐ Trust for your brand
☐ Sense of urgency for purchase
☐…

56. #4.3 Content Creation Process
• Sourcing of Content
– In-house / Outsource / Combination
• Maintaining Content Pipeline
• Sustaining it over long run

57. #5 Plan the Customer Journey

58. Modeling Customer Journey
Lead Generation CTA
Email Lead
Content Link Lead Generation
CTA Content Page
CTA

59. ConversionXL Email Content
Goes to Blog
Becomes Lead

60. ConversionXL Blog Page

61. Modeling Customer Journey
Lead Generation CTA
Email Lead
Webinar Lead
Webinar Page Generation CTA
Registration CTA
On Registration
Confirmation
Lead
Email
Generation CTA
Reminder Lead
Email Generation CTA
Lead
Webinar Generation CTA

62. #6 Segment & Target

63. 42inception Webinar Promotion
Walkthrough

64. 42inception Webinar Promotion
• Webinar Invitation Mail Customized for
– Registered users of 42inception
– Online Course Leads
– Old Prospects / Alumni
– Email Database

65. 42inception Webinar Summary
• Post Webinar Summary / Video Mail
– Those who attended webinar
– Those who registered but did not attend
– Others
• Registered Users
• Old Prospects / Customers
• Online Course Leads

66. Possibilities
• Geography based Targeting
• Interest Based Targeting
• …

67. Summary
1. Select Distribution Channel
2. Choose Distribution Tool
3. Build Your Audience
4. Setup Content Machinery
5. Model Customer Journey
6. Segment & Target