content marketing: feeding the customer journey

Purchase Journeys Have Changed:

Source: Cisco

The number of points along the customer purchase journey are accelerating, 800 and growing as more and more resources become available for research.

The Myth of AttributionTechnology attributes first and last touch attribution, and is beginning to predict the impact from other mediums, but consumers are impacted throughout the journey and directly attributing the moment of truth is virtually impossible.

I recently purchased an Amazon Echo after hearing about how great it was from Mark Schaefer on Facebook. I checking Amazon, YouTube, seeing retargeting ads, viewing reviews… but I don’t know at what point I actually made the purchase decision. So how does your analytics know?

MomentsSource: Think with Google

4 moments crucial in the buyer’s journey that you must have strategies to assist via your digital media and mobile presence.

Marketing is Evolving• It is not batch, blast, and

spamming.• It is establishing your

company as a trusted resource.• It is establishing you as a

trusted authority.• It is growing your company’s

awareness and reach.• It is working to grow an

audience into a community.

Social Media IS Working!• 78% of salespeople using social

media outsell their peers. Source: Forbes

• 64.% of sales people utilizing social media report an increase in sales revenue, 22.2% more than sales people not utilizing social media.

• 91% of social sellers report an expected increase in their company’s sales revenue

• Top sellers use LinkedIn 6 hours per week. Source: Jill Konrath

Why Aren’t Organizations seeing Social Success?

• Only 8.5% of users have a social media-integrated process.• 72% of sales professionals are not proficient

with social selling techniques.

PS: Subscribe to the Marketing Technology Blog for our upcoming Social Selling series!https://www.marketingtechblog.com

Your Prospects Consume Content Differently:

• Video: Facebook Live, Periscope, Vine, YouTube, Hangouts• Audio: Podcast• Text: Tweets, Updates, Blog

Posts• Visual: Infographics• Events: Tweet Chats, Blabs,

Hangouts, Event Hashtags

Successful Sales and Branding Alignment are a Must!

• A personal brand that differentiates you WITH your company.

• A corporate brand that has a great reputation and is engaged with prospects and customers.

• An online presence for both that builds your authority, reach and value.

• A sales strategy based on sound methods, mindsets and mechanics.

Research keywords and hashtags!

#catbreading vs #catbreeding

The Modern Marketing Machine:

What Your Aiming For:

Paid Owned and Earned Results

Source: OMI

Build a Content LibraryStop ineffective, time-consuming content production that doesn’t work!1. Audit – taxonomy and hierarchy to content and performance2. Enhance – engage via podcast, video, infographic, and imagery3. Condense – identify and condense topics into highly engaging, multi-

media, shallow to deep pages4. Add – prioritize competitive, non-branded gaps and generate high-

quality content5. Maintenance – keep old content fresh, new imagery, new statistics

LIE: “Attention Spans Are Shortening”1. FACT – the average #1 ranking page

has GROWN to over 1,500 words on Google. 2. FACT – businesses and consumers are

consuming MORE content than EVER in history.

3. FACT – businesses and consumersthat BUY need enough informationto make the purchase decision.

4. FACT – people spend less time on sitesand pages that SUCK, not on well-designed,well-produced, and well-written pages with great information.

A foundation of all your digital efforts should be nurturing via email! It’s not “versus”!

Corporate Stages of Social Media and Influence:

Successful social media engagement requires a strategy to move your brand through each stage. Each stage increases the value of the program and overall return on investment.

Get Social: Follow your peers within your company and promote

their updates. Be an advocate for your company’s sales and marketing

efforts online. Follow leaders within your industry and promote their

updates when the opportunity arises. Follow your company and promote its goods and

services to increase your value to them. Follow prospects and assist them with issues that may

or may not be associated with your products or services. Make introductions between any and all to increase

your value to their network. Share industry news, publications and events that would

be of value to your audience

Contact:Douglas Karr• @douglaskarr @mktgtechblog• CEO, DK New Media• Author of Corporate Blogging for Dummies• Founder of the Marketing Technology Blog

Offices• http://www.dknewmedia.com• Downtown Indianapolis:

• 120 East Market Street, Suite 940• Indianapolis, IN 46204

• Phone: (844) DKNEWMEDIA or (844) 356-3963• Email: info@dknewmedia.com