Multichannel content strategy how to build awareness, customers revenue

featuring: Matt Heinz President Heinz Marketing www.heinzmarketing.com @HeinzMarketing #NavigateCrisis @PRNewswire @CNWGroup Housekeeping • Copy of this deck • Offers for you • • • • Full Funnel Marketing – the BOOK Modern Marketer’s Field Guide Matt’s award-winning* smoked bacon recipe Send me an email (matt@heinzmarketing.com) noting what you want #NavigateCrisis @PRNewswire @CNWGroup I am serious about bacon #NavigateCrisis @PRNewswire @CNWGroup Five keys to multi-channel content strategy Do the math (quantify what success looks like) Create a clear customer profile Map the sales and buying process Embrace revenue responsibility How will you measure it? #NavigateCrisis @PRNewswire @CNWGroup Assumptions Calculating what you need Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 #NavigateCrisis Feb-16 Mar-16 Apr-16 May-16 Jun-16 Meaghan Sales # 1 Jennifer Sales # 2 2 John Sales # 1 1 Total Sales # Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 John Sales $ $ 75,000 $ $ $ 75,000 $ 150,000 $ Total Sales $ $ 215,000 $ 420,000 $ 430,000 $ 485,000 75,000 $ 290,000 75,000 $ 355,000 75,000 Meaghan Pipeline # 4 12 16 Jennifer Pipeline # 8 8 John Pipeline # 4 4 Total Pipeline # 12 16 20 24 24 28 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 @PRNewswire @CNWGroup Meaghan Leads 80 80 160 240 160 320 Jennifer Leads 80 160 160 160 160 160 One slide to rule them all #NavigateCrisis @PRNewswire @CNWGroup Defining & developing trust Trust = (relationships + content) X reputation #NavigateCrisis @PRNewswire @CNWGroup Only two sales stages matter #NavigateCrisis @PRNewswire @CNWGroup Only two sales stages matter #NavigateCrisis @PRNewswire @CNWGroup The buyer’s journey #NavigateCrisis @PRNewswire @CNWGroup Marketing plan in questions What/who are your targets? • • #NavigateCrisis @PRNewswire @CNWGroup Direct & indirect users, influencers Address entire buyer ecosystem What they care about? What outcome are they seeking? Where you find them? What or who influences them? How they want to engage and (eventually) buy? Other planning best practices Campaigns vs programs vs “sends” Know the objective (content is the drill, what is the hole??) What is the customer point of view? What stage of the buyer’s journey are you addressing? What is the customer context (i.e how and when will the content be received?) What is the right format? How will content integrate with other channels or outreach efforts? #NavigateCrisis @PRNewswire @CNWGroup One framework to rule them all! Industry Target Company Buyer’s Journey Insights Focus Areas Attention/Engagement Believe/Commit Context Engage Objective Internal Input Source External Written Video Blog Measure & Convert #NavigateCrisis @PRNewswire @CNWGroup SME Audio Social Convert Crowd-Sourced Curated Presentation Social Shares Engagements Live/Recorded Third Party Site Email Lists Social Distribute Amplify Mobilize Created Content Type Publish Educate Believe/Commit To Me Editorial Calendar Planning Topics Content Format Persona Offline Influencers Influencers Influencers Employees/Customers Clicks Leads Opportunity Conversion Housekeeping • Copy of this deck • Offers for you • • • • Full Funnel Marketing – the BOOK Modern Marketer’s Field Guide Matt’s award-winning* smoked bacon recipe Send me an email (matt@heinzmarketing.com) noting what you want #NavigateCrisis @PRNewswire @CNWGroup Questions? Matt Heinz President Heinz Marketing @HeinzMarketing #NavigateCrisis @PRNewswire @CNWGroup For information about our services, call: US: (888) 776-0942 CANADA: (877) 269-7890 [...]... them? How do they want to engage and (eventually) buy? Other planning best practices 1 2 3 4 5 6 7 Campaigns vs programs vs “sends” Know the objective (content is the drill, what is the hole??) What is the customer point of view? What stage of the buyer’s journey are you addressing? What is the customer context (i.e how and when will the content be received?) What is the right format? How will content. .. Presentation Social Shares Engagements Live/Recorded Third Party Site Email Lists Social Distribute Amplify Mobilize Created Content Type Publish Educate Believe/Commit To Me Editorial Calendar Planning Topics Content Format Persona Offline Influencers Influencers Influencers Employees /Customers Clicks Leads Opportunity Conversion Housekeeping • Copy of this deck • Offers for you • • • • Full Funnel Marketing... context (i.e how and when will the content be received?) What is the right format? How will content integrate with other channels or outreach efforts? #NavigateCrisis @PRNewswire @CNWGroup One framework to rule them all! Industry Target Company Buyer’s Journey Insights Focus Areas Attention/Engagement Believe/Commit Context Engage Objective Internal Input Source External Written Video Blog Measure & Convert