connect cultivate convert

Copyright © 2013 by IQ Agency

CONNECT, CULTIVATE, CONVERTA Model for the New Marketing

IQ Agency 2015


TABLE OF CONTENTS

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A New Model

Connect

Cultivate

Convert

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2

3

4

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04

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Copyright © 2014 by IQ Agency 3

Digital has made marketing pretty complicated. So it’s useful to be able to connect all the dots into a single picture.


A SIMPLE MODEL


STEP ONE: GET NOTICED


Getting noticed has always been the job of advertising, but advertising is not what it used to be.


Piece by piece the internet has changed everything about buying and selling.


• In the past advertising was used to get awareness, make the pitch and deliver qualified buyers

• Now that is often more effective in digital channels

• This means advertising should not try to do all the pitch work anymore

• Advertising should drive people to “owned” digital channels where you can do it much better

DRIVE TO DIGITAL

Copyright © 2014 by IQ Agency 10 * McKinsey & Co

Forget the funnel. The consumer journey is very different now.


CONSUMER DECISION JOURNEY

11

DREAM DO

ENJOY

* McKinsey & Co


MAP THE JOURNEY• The Consumer Decision

Journey tells you where and when to connect

• Plot the Consumer Decision Journey for each target audience segment or persona

• Identify the key touch points where you should engage

• The Consumer Decision Journey is your guide throughout the customer lifecycle

* McKinsey & Co


GETTING ATTENTIONConsumers are more demanding and ads alone are not enough anymore. So what are your choices?


PAID MEDIA*• Traditional paid media is

expensive but still valuable for branding and drive to web

• Digital paid media has the advantage of connecting the viewer with a click

• Paid search captures already active prospects and should be at the top of the list

• Use Paid media only after you’ve maximized Owned & Earned media

* banner ads, TV, radio, print


OWNED MEDIA* • Maximize your owned media

first

• Point all marketing to your Owned media where you can tell your strongest story

• Social media has the highest influence and trust

• Your Brand Ambassadors spread awareness

* brand website, blog, Facebook and other owned social sites


EARNED MEDIA* • More than press & PR

• Social is earned

• More likely to create viral and Word Of Mouth

• Influences trust and reputation

* PR, press, social mentions on non-owned social sites, content syndication


INTEGRATE • All media, channels and

touch-points have to work together

• Each tactic influences the others regardless of channel

• Planning must be channel agnostic

• Execution must be integrated


STEP TWO: TURN AWARENESS INTO BRAND PREFERENCE


Most people are not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready to buy, it’s too late.


BRANDS ARE NOT IN CHARGEConsumers are the boss so the only way to win is to super serve them.


BE VALUABLE• Consumers don’t want ads

• They want entertaining, useful, informative content

• Content keeps consumers connected to your brand

• The more personally relevant the content, the more valuable it is


CAPTURE & LEARN • Accumulate consumer data

to enable more relevant, personalized content

• A CRM* program gets smarter about consumers over time

• A CRM database is a critical marketing asset

• Content driven permission email is the heart of a CRM program

* Customer Relationship Marketing

23


POWER TO THE PEOPLESocial communities empower the individual with knowledge and influence


ENABLE TRUST• Social perception drives

brand preference

• Compelling content influences social communities

• Responsive customer service in social is a prerequisite for a trusted brand


STEP THREE: CLOSE THE DEAL


Convert prospects into qualified leads and deliver to sales. Convert customers into brand ambassadors.


SALES MACHINESThe next best thing to a great salesperson is a great digital experience


FOCUS YOUR WEBSITES ON CONVERSION• You have the most control

of your pitch on your brand websites and your social sites.

• It’s where you can make your most compelling case


THREE PRIMARY SITE MISSIONS

• Shepherd prospects through the value proposition and deliver leads to sales

• Capture prospects into your CRM program and Marketing Automation

• Quickly siphon off all other constituencies to an appropriate experience


MARKETING AUTOMATION• Marketing Automation

enables personalized communications to prospects

• Tracks activity at the individual level on “owned” media: your website, blog, email etc.

• Provides Marketing Qualified Leads (MQLs) to sales

• Supports attribution


MAKE CONVERTS

Give your customers reasons to be happy and then ways to spread the joy


BRAND AMBASSADORS• Brand Ambassadors spread

their enthusiasm and create new prospects and customers

• Enable, equip and motivate these ambassadors to spread their opinions

• Make it easy for them to share in social networks


CONTENT IS KING ...Queen and the entire court. Brands are in the content business like it or not.


THE NEW CURRENCY • Content is the currency of

today’s marketing

• Includes video, apps, tools, games, contests, articles etc.

• Content is part of every stage: Connect, Cultivate and Convert

• Invest in a content strategy


STRONG CONTENT EQUALS STRONG BRAND

• Brands must constantly publish new content to stay fresh and top-of-mind

• Content must be engaging, informative and entertaining – often at the same time

• Content must differentiate the brand

• Consumers expect high quality content

• Content is a big challenge


CONTENT STRATEGY IS ESSENTIAL

• Mapping the Consumer Decision Journey tells you when and where to talk to consumers

• Content Strategy tells you what to say and how to say it

• Each touchpoint and persona require different messaging strategies

• A Content Strategy considers the evolution of perception through the journey

• Guessing doesn’t work


DATA RULES But the value is in deciphering what the data means


THE HUMAN ANALYST

• Get metrics for everything

• Analytics are the interpretation of metrics by analysts

• Analysts find the story in the data

• Analytics enable consumer and product insights

• Results in better attribution & ROI


THE DASHBOARD• Combining data and analytics from

multiple sources into a single dashboard gives you a holistic view

• A dashboard gives planning and strategy a long view

• Integrating analytics reveals hidden trends and insights


Connect, Cultivate, Convert; an easy to understand, easy to explain model for the complex new marketing.


THANK YOU For more information Call Zevi Soloman at 678-449-2008 [email protected]

www.iqagency.com

http://www.iqagency.com

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