digit 13 karachi digital marketing mini workshop michael leander
DESCRIPTION
Michael Leander presented a mini workshop on digital marketing at the DIGIT 13 organized by Pakistan Advertisers Society in Karachi, PakistanTRANSCRIPT
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 [email protected]
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
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: [email protected]
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 [email protected]