451 marketing capturing customers - 2014 webinar
DESCRIPTION
Capturing Customers: Compelling Content for Every Stage of the Sales Cycle You've taken the first step – you’re creating and sharing branded content with your audience. Now, how can you ensure that you’re reaching and engaging with your audience across the sales and adoption cycle? The types of content used to generate leads aren't necessarily the same that you should use to enhance brand evangelism. Join EVP of Digital Marketing, Francis Skipper, for this free webinar and learn: -The different types of content and goals each achieve -Which types of content to use at each stage of the sales and adoption cycle -How to build trust using branded contentTRANSCRIPT
• Define Audience• Messaging Goals• Content Across the Lifecycle• Share, Promote, Engage
EXAMPLE OF TARGET AUDIENCE PROFILE
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
URBAN, NORTHEAST
SINGLE, UNMARRIED
TECH EARLY
ADOPTER
SOCIAL MEDIA
AUTHORITY
25 – 44 YEAR OLDS
SOME COLLEGE
OR HIGHER
TECH EARLY
ADOPTER
This is the time to introduce new audiences to your brand and gain credibility
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FREE Educational Collateral
Call to action about educational collateral
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YOUR BRAND
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• Knowledge base/FAQs• Tutorials and How-Tos• Usage Ideas• New Feature/Product
Upgrade • Emails
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SEGMENTED CONTENTONLY MASS MESSAGING
PRESENT IN VARIED CONTEXTREPEATING SAME MESSAGES
PRESENTS HONEST DEPICTIONMISREPRESENTS FOR CLICKS
GENUINE CONVERSATION/REWARD ENGAGEMENT
INCONSISTENT OR NONEXISTANT
• Know your audience and their needs
• Find overlap between needs and goals where you can provide value
• Consider all stages of the sales cycle
• Take advantage of PR, social, and search to share your content
