marketing in the connected economy
DESCRIPTION
Marketing in the Connected EconomyTRANSCRIPT
http://jbdcolley.com
I Want to Tell You a Story...
“Why Do We Have AWebsite?”
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CommunicatingwithYour
Customers
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The Six Minute StrategistBusiness Strategy, Frameworks for Growth
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How NOT To Be The Next Comet:
Marketing In The Connected Economy
April 2013
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John ColleyThe Six Minute Strategist
One TopicSix Points
Six Minutes
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One Topic
2
46
53
1
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Less ThanSix Minutes
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4 Questions?Buy Online?
Search OnlineVisit Comet?
Searched at Comet, Bought Online?
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Today every business is in the publishing business
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Today the Question is No Longer:
“Do We Do Online Marketing?”
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Today the Question is: “How Do We Do Online
Marketing?”
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Outbound Marketingvs
Inbound Marketing
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Where do you Start?
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ConnectedMarketing
Funnel
Content
Integration
Offerings
Landscape
Customers
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Know Your Customer
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CustomerInteraction
How do theyFind You?
How can youConnect
How can youTransact?
How can youEngage?
What do theyWant?
Who arethey?
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UnderstandYour
Funnel
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The SocialMedia
Funnel
Know Me
Trust Me
EvangeliseMe
Pay Me
Like Me
Find Me
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So,Where DO you Start?
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Find Me?Understand the
Social MediaLandscape
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Social MediaLandscape
YouTube
Google +
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Need to Know Your Customers
Need to be Where your Customers are
Need know Wants/Needs
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5 Ps of Marketing Product
PricePlace
PromotionPackaging
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5 Cs of InBound Marketing ContentCreationCuration
ConsumptionCommunity
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Know Me Like Me
Trust MeIts All about Content!
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Create content with two objectives:
1.build trust 2.educate
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Content
Audio
Images
FAQs
Video
Written
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Take a topic, Structure your comments
Write a blogRecord a Podcast
Create a slide deck Record a screencast
Create videos
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Group blog posts together,Create an ebook
Group videos together, Create a course
Send a newsletterVideos create a YouTube channel
Audio on iTunes create a programme
Integrate Contenton your own Website
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Key Topics? What is important to your
Customerswhat do they want to know?Six Points of Contact = Sale
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Offerings
Free Trial Offering= Like Me
Core Offerings= Pay Me
Add-Ons = UpSell Pay Me
Members OnlyOfferings = Extend
Pay Me
Sign Up Offering= Trust Me
Starter Offering= Know me
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So, Where DO you Start?
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Implementing an IntegratedSocial Media Strategy
Bringing it all together...
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CustomersFunnel
LandscapeContent
OfferingsIntegration
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Hub and SpokeHub = your website
First objective capture email address
Who?Permission marketing
Email = Outbound marketing tool Social Media = in bound marketing
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FunnelLevel 1Find Me
Interaction Strategy
Visit Your
Website
Sign Up
Consume Content
Invite Contacts
Social Media Presence
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FunnelLevel 2
Know Me
Video
Sign Up
Start HerePage
Call to ActionNextStep
Free Giveaway
LandingPage
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FunnelLevel 3Like Me
Categories and Tags
Find More Content
Clear CTAMove thru
Funnel
Sign Up
Navigate
Blog Posts
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FunnelLevel 4
Trust Me
Comments
Educate
RepurposeContent
Inform
Testimonials
Content Builds Trust
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FunnelLevel 5Pay Me
PassiveIncome
Multiple IncomeSources
CustomerNeedsWants
ProductsServices
Information
Scalability
BusinessModel
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CoursesTutorialsProducts
InformationServices
SolutionsOnline & Offline
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FunnelLevel 6
Evangelise Me
Recommendations
Social Proof
ReinforceOtherLevels
Credibility
Endorsements
Comments
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B2B or
B2C
Who areyour
Customers?
Connect
Transact
Engage
What do theyWant/Need?
Find Me?Where?
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Two Last Thoughts...
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Tools
Hootsuite
Gist
TwitterSearch
GoogleKeyword
Tool
FacebookGraph(new)
Google Alerts
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Follow/monitor/listen?
Your Own Name
Key Brands
Keywords
Competitors
YourCompany
Thought Leaders
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Key MetricsGoogle Analytics unique visitors
Page Views Bounce rate Time on site
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Learn More?http://jbdcolley.com
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Thank You...Any Questions?
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