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Audience Aggregation
   – What & Why?
Audience Aggregation
Audience Aggregation in Politics
Audience Aggregation on Facebook
Audience Aggregation on Twitter
Audience Aggregation on Email
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
Audience Aggregation Cycle

                             Audience

                             Nurturing
                             Content


                             Harvest
Audience Aggregation Model




                     Content
         Audience
                    Marketing
Audience Aggregation Model


 Lead Harvesting
 Through Inbound Interest



                                Content
                    Audience
                               Marketing

                                     Lead Harvesting
                                     Through Call To Action
Support Content Marketing
QuickSprout Email Promotion
KISSMetrics Twitter Promotion
KISSMetrics Link Click Stats
Hubspot Facebook Promotion
Hubspot Link Click Stats
Hubspot Content Spraying
Trak.in LinkedIn Promotion
Engage Potential Customers Over
          Long Term
State of Potential Customers

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

             Knows about the
              opportunity
             Aware of your product
             Trusts your brand
             Has a sense of urgency for
              purchase
            …
Funnel Dropouts




            Funnel Dropouts X%
Re-Funnel The Dropouts




            Funnel Dropouts X%
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Educate About Usage
Educate About Usage
Educate About Usage
Create a Sense of Urgency
Create a Sense of Urgency
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Audience
Aggregation - How?
#1 Select Distribution Channel
How do you reach your Audience?

• Social Platforms
  – Facebook, Twitter etc
• Email
• Forums / Community Sites
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
It’s not a game of this or that.
Go for multiple if that makes sense.
This session is further built for
Email as Distribution Channel
#2 Select the Email Distribution
              Tool
Email Distribution Tools

• MailChimp
• Aweber
• …
#3 Build Your Audience
Ask for Email
Leverage Existing Data

•   Customers
•   Leads / Prospects
•   Personal Network
•   Business Associates
#4 Setup Content Machinery
#4.1 Choose Content Type

•   Webinar
•   Industry Reports
•   Guides
•   Blog
•   …
#4.2 Decide Content Buckets & Schedule

☐ Education about the opportunity
☐ Awareness for your product
☐ Trust for your brand
☐ Sense of urgency for purchase
☐…
#4.3 Content Creation Process

• Sourcing of Content
  – In-house / Outsource / Combination
• Maintaining Content Pipeline
• Sustaining it over long run
#5 Plan the Customer Journey
Modeling Customer Journey


                        Lead Generation CTA
 Email                                                          Lead


         Content Link                         Lead Generation
         CTA               Content Page
                                              CTA
ConversionXL Email Content


                             Goes to Blog




                             Becomes Lead
ConversionXL Blog Page
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
#6 Segment & Target
42inception Webinar Promotion
         Walkthrough
42inception Webinar Promotion

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

• Geography based Targeting
• Interest Based Targeting
• …
Summary

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

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Session4 audience-aggregation