digit 13 karachi digital marketing mini workshop michael leander

Want to know more? Here’s what to do

• Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen

• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander

• Join the CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050

• If I can help, send me an email to Michael@michaelleander.me

Get videos over at www.marketingtelly.com

Visuals stir emotions

Nothing beats the Feel Good Feeling

…. except when people are comfortable, know exactly what to do next and intuitively understand how

The importance of E’s in your marketing mix

• Expectation• Excellence• Exciting• Experience• Emotions

(leading to action)

• Enablement

The new expectation

Tweet: @michaelleander showing digital natives at #digit13 – cute!

Now & Next Generation Online Presence centers around ….

Customer journey /& persona driven

approach

•Align content to solve customer needs

•Differentiate based on prospect & customer status + win-back

Content in context

•Match buying vs. selling cycles

•Relate content to campaigns

Community engagement

•Establish stickiness

•Social engagement

•Attract, sustain & grow membership based community

Engagement & campaign

automation

•Personalized

•Relevant conversations

•One data repository

Prerequisites = Strong back office & focused plan

Smart marketers ask….1. How do you map the buying process of your audience? And how to

align that with your selling processes? Customer journey, personas

2. What are the main drivers for delivering a personal good-to-great customer experience online? (match customer expectations) and how will content play a role?

3. How can you take the first step towards better targeting? Online onsite, in direct [push] multi-channel communication ?

4. What does contextual content mean for you and how can you embrace that concept?

5. How can you ensure better control of what people share from your web presence – pictures, headlines, text?

6. How can you establish one data repository containing profile data, behavioral data and transactional data?

7. How can you establish an effective work flow for allowing you to create and test content pages, product pages, e-commerce pages on the fly and with minimum effort?

The power of personalization

How to personalize the customer experience online?

• Start taking names

• Integrate data capture consistently

• Give reasons – add value

• Look at how you can use technology to provide a more personalized browsing experience

THE OTS CHALLENGE

Message Action

Message Message Message Message Message Action

Increase opportunity to see by 3, 5, 10

Pre launch phase Hard selling phaseNurture & convince phase

The it’s all over phase

Start & hooked

Engaged & interacting

Stop and transact. Or pause.

The new FURDIC methodology for

engagement

About content marketing & personalized experiences for more effective customer

acquisition, nurturing and retention.

FURDIC - > The feel good feeling related toyour online presence

Can your audience FURDIC ?

– Find

– Understand

– Relate

– Do

– Interact

– Complete (transaction)

Can your audience FURDIC ?

– Find > what are they looking for and why?

– Understand > what do they need to understand ?

– Relate > what might they relate to?

– Do > what would they like to do?

– Interact > how and when would they like to interact with us?

– Complete (transaction) > what would they want to complete, or how would they like to transact?

But why?

Because…1. You want to acquire qualified leads2. You want to nurture leads3. You want to convert leads to

customers4. You want to retain & grow

customers5. You want customers to

recommend you to new leads

…and you think aligning with the customer buying process

makes sense

Match your content assets to different needs & stages

Lead generation Nurture specific topic Ongoing OTS – broad or specific

FURDIC - > The feel good feeling related toyour online presence

Can your audience FURDIC ?

– Find

– Understand

– Relate

– Do

– Interact

– Complete (transaction)

F = Not easyU = Not easyR = Not at all, 1 size fits allD = Can do, but not easyI = Limited, customer care missingC = Can do, but not easy

F = Easy & quickU = EasyR = Persona driven + membershipD = Can do, easyI = Yes, but could be betterC = Can do, easy & quick

For B2B marketers lots of content makes a real

difference for acquisition & conversion

With traffic coming in from many sources, how do we optimize the experience & our conversion to action

across the board ? …

FIND,Serve,Convert Entry

page

Campaign

Google

Social

Am I in the right place ?

Looks for signals

Finds signal quickly

No signals found

Good experience

Use commonsense > increase your conversion rates

Banner advertisement

Landing page

More customized experiences

• Solid & efficient structure for creating those experiences

• A/B Split testing capabilities on the fly

Think about

top, mid and

end of funnel

and focus

ferociously

on the end

goal, short

and long

term

29

Bottom of funnel is where the action takes place –

engagement need to drive your audience towards

the bottom of the funnel

Most Wanted Response

When you have built your online attractors, make sure they get a

prominent place on your website

We call thatMWR – Most Wanted Responses

Which last step call to action button is more effective?

Get my thing Get your thing

How to structure a webpage

• Define your MWR’s

– Most Wanted Responses

• Understand friction and resistance

– Address all concerns and information needs through layered content

• Implement the MWR call to actions consistently throughout your website

• Use benefit driven call to actions

The rule of speed

Website / webpage review

Speed factor – choose your style

• Inbound marketing (social)• Earned media (social)• Referrals & recommendations• Takes time, but generally attracts

leads of a higher quality and commitment

• Outbound marketing• New sign-up fast• Varied quality• Lifetime engagement usually lower

than those attracted through inbound marketing

For inbound marketing, what

comes first?

Content Community

Producing good content on a regular basis does not need to become a

major headache

Your content concept lives everywhere –let’s define yours

Components

• What are the stories that interest our audience whilst somewhat relating to what we do (as a brand)?

• How do we connect stories with call to actions in an appropriate manner?

The content minded marketer

• Always on !

• Create, seed, repurpose

• Measure and redo successes

Words matter, but only if you know which, why, when and for how long

How to write webpages

1. Large benefit driven headlines2. Large sub-headlines3. Clear call to actions – text and images4. Beware of your search terms and incorporate these as

you are writing5. Focus on what you want people to do after interacting

with your page6. Cross promote content or help the visitor to know the

next steps in the buying process

7. Get focus on your current attractors throughout the site >>>

Twitter test of wording

Which Tweet was most effective?

Is marketing your game? Come join us on the Facebook page for learning & laughs

https://www.questionpro.com/a/showReportTab.do?surveyID=3321214

Best Facebook post this week (most shared), go see it here

See what we are talking about over on Facebook today

A

B

C

What others saidSee the survev blog post here

Which Tweet was most effective?

Is marketing your game? Come join us on the Facebook page for learning & laughs

Best Facebook post this week (most shared), go see it here

See what we are talking about over on Facebook today

0,45%

0,37%

2,67%

Think about text/copy and in particular headlines and their Emotional Marketing Value

1. Find the woman of your dreams

2. Find your dream woman

3. Complete your dream with the woman you dream of

Link: http://www.aminstitute.com/cgi-bin/headline.cgi

Benefit driven headlines

• Emotional Marketing Value (EMV)

ABOAAttribute Benefit Objection Answer

50

When designing campaigns, content, copy

The ABOA model

Attribute Benefit Objection Answer

@michaelleander#michaelleander

Pictures here:

facebook.com/michaelleandernielsen

Pinterest.com/michaelleander

Email address: michael@michaelleander.me

Want to know more? Here’s what to do

• Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen

• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander

• Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050

• If you missed the 7 points, send me an email to Michael@michaelleander.me