week 4 - illuminous marketing's 30 day online marketing plan
DESCRIPTION
In Week 4 of Illuminous Marketing's 30 Day Online Marketing Plan, we cover how to use content assets to fuel new leads and sales through Inbound Marketing tactics. We cover different types of content that your business can create and how to produce that content in a scalable manner.TRANSCRIPT
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Week 4 – Creating Great Content & Using it as a Unifier
Series Overview
Week 1 - How to Make Google Like Your Website
Week 2 – Beyond the Website – Your Local Profiles
Week 3 – Using Social Media to Your Advantage
Week 4 – Creating Great Content & Using it as a Unifier
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Week 4 – Creating Great Content & Using it as a Unifier
Why is Content Important?
Planning Your Content Calendar
Creating & Distributing Your Content
Check in on Your Progress
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Why Content is Important
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Relevance + Authority = VisibilityGreat content attracts links = Authority
Content Fuels Inbound Marketing = Conversions
Conversions can be a sale, a newsletter sign-up, a form fill, a reservation, etc.
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Source: http://moz.com/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today
Inbound Marketing Funnel
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Creating Valuable Content
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Basics of Good Content
Features
Timely & Frequent
Answers a Question
Promotional – Add a Coupon!
Succinct!
Visually Appealing
Shows Company Culture
Types
Ebooks
Infographics
Case Studies
Videos
White Papers
Webinars
Google Hangouts
Data Sheets/ Online Brochures
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Day 22 – Brainstorm Helpful Content
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What questions do your customers frequently ask?How much shelving do I need for my warehouse?
What is the real estate market like currently in my neighborhood?
How much insurance do I need for my construction business?
What objections do people have before buying your product/service?
Cost
Lack of Understanding
Don’t know what the outcome will be
Persona Name: Mike Manager 35%
BackgroundJob? Career Path? Family?
• Warehouse Manager/ Operations Manager• Married, 1-2 kids• Been with the company for several years,
knows the ins an outs of business & acts as liaison between staff & owners
DemographicsGender? Age? Income? Location?
• Male• 40-50• Suburban
IdentifiersDemeanor? Communication Preference?
• Smart, personable, slightly stressed• Email, phone, live chat
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Persona Name: Mike ManagerGoalsPrimary? Secondary
• Keep business operations/warehouse running smoothly
• Retain employees
ChallengesPrimary? Secondary?
• Getting everything done with limited resources
• Convincing Billy Owner to spend money on needed upgrades for the business
• Determining how much shelving is needed for warehouse & what type
What Can We Do…to help persona achieve goals?…to help persona overcome challenges?
• Low-price guarantee, easy-to-follow video tutorials on setting up systems
• Training videos, planning eBook, planning infographic, highlight benefits of upgraded shelving systems (to convince Billy Owner)
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Persona Name: Mike Manager
Real QuotesAbout Goals & Challenges
• “We’re working with a small budget here and I need these installed in two weeks for a shipment we have coming in.”
• “I need shelving that is heavy duty, but we don’t use pallets. Which type is best?”
Common ObjectionsWhy wouldn’t they buy your product or service?
• Not sure which solution is best (delays decision)
• “Will it be too hard to set up?”• Expense
Marketing MessagingDescribe your solution to this persona.Sell your persona!
• Easy assembly at the best price around. Plenty of resources to ensure you get what you need.
• Our business offers our low-price guarantee for all of our industrial shelving solutions. Let us help you make the best decision for your business with our planning guides or live chat! @IlluminousGwen
Day 23 – Organize Ideas into Editorial Calendar
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Add content for all stages of the funnel
Create content for each of your buyer personas
Start simple & grow as you get better at producing content
Integrate Keywords
Use Calls to Action
Define your KPIs (Key Performance Indicators)
Keep your social goals in mind
Template: http://bit.ly/im-social-goals
Day 24 – Your 1st Blog Post
Start simple with a Frequently Asked Question (MOFU Content)
Two Options
1. Write the blog post yourself
2. Hire a Writer to create the blog for you1. Use your network to find freelance Writers
2. Use a service like WriterAccess.com to gain access to a pool of Writers
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Tips for Great Blogs
• Create Interesting Headlines – 6 words or less• http://www.aminstitute.com/headline/
• Use Lists• Top 5, 3 Best, 7 Ways, 10 Reasons
• Break Up Content with Sub-Headings
• Use Keywords!
• Use interesting images/visuals
• Keep it Simple Silly
• Proof Read
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Day 25 – Publish Your Blog
Create A New Blog on Your Website
When you copy from Word, be sure to first paste into a plain text editor like TextEdit (Mac) or Notepad (Windows)
Use Search Engine Friendly Titles, Descriptions, & Images
Images should be 72 ppi
Post a link to your blog post on your social media channels
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Day 26 – Create a VideoVideo Shooting
Tips
Use Your Smart Phone or Tablet – shoot horizontally
Pay attention to your lighting – Try open shade or near a sunlit window with light in front
Speak clearly & without background noise
Check out http://wistia.com/blog/your-first-video
General Rules
Keep it between 30 sec – 2 Minutes
Catch people’s attention in first 15 seconds
Make it interesting! Show your human side.
Day 27 – Upload to YouTube & Optimize
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Don’t Forget to Share on Your Social Channels!
Day 28 – Write Email Newsletter
Recap Monthly Specials
Showcase Product/Service Enhancements
Highlight Company Achievements or Community Involvement
Include content pieces that you’ve created
Invite recipients to participate – Social media, reviews, send in questions, give feedback, join a webinar, etc.
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Day 29 – Email Your Newsletter
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Day 30 – Check Your Google Analytics
• Analytics > Acquisition > Overview• Channels• Paid Search – traffic from paid advertising
• Direct – Visitors that typed your URL or had it bookmarked
• Organic Search – User Typed in a search term & clicked your result
• Referral – User clicked a link from another website
• Social – User clicked a link from a social channel
• Email – User clicked an email link
• Learn More About Using Analytics at http://www.google.com/intl/en/analytics/learn/
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Questions?Contact Info: Gwen Robinson
Email: [email protected]: www.linkedin.com/in/gwenrobinson/
Twitter: @IlluminousGwen
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Access this presentation: http://bit.ly/IM-30Days-Week4
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