Photo by geezaweezer - Creative Commons Attribution License https://www.flickr.com/photos/33909206@N04 Created with Haiku Deck
Photo by geezaweezer - Creative Commons Attribution License https://www.flickr.com/photos/33909206@N04 Created with Haiku Deck
Tip 1: Content marketing is a conversation between friends
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DO NOT try to “sell” DO NOT try to convince DO listen DO engage
Tip 2: Place content at the centre of your strategy
Content
PR
Paid
Offline
Social
SEO
Four steps for a successful content marke8ng strategy
• Create own content, curate content. Examples: white papers, webinars, presenta3ons, infographics
• Distribute content across social
(FB, YouTube, etc.) and amplify (TwiFer)
• Use content to drive inbound
traffic and improve SEO • THEN, iniJate PR, Email
campaigns, Offline and Paid Media.
See also: hFp://www.slideshare.net/felinequanta/publisher-‐the-‐new-‐marketeer
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Tip 3: Influence your space to get ZMOT www.fe
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“Zero Moment of Truth” (ZMOT) is when people hear good things about you from their peers. To achieve that: • Get social • Be a thought leader • Have conversaJons on line • Use LinkedIn Groups • Retweet and favourite • Share your knowledge and
experience
Tip 4: Apply 4E Model www.fe
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Think of your content in four dimensions: Educate: inform your audience about your space Engage: have a conversaJon with those who are really interested Excite: deliver a soluJon your audience wants or needs, and moJvate them to act Evangelise: maintain relaJons, idenJfy your evangelists and support them
Tip 5: Align your Marketing and Sales Leads
EDUCATE: blogs, videos, newsleFer, infographics, etc.
ENGAGE: e-‐books, webinars etc.
EXCITE: Product offers, free trials, etc.
EVANGELISE: buying & Sharing
MQLs
SALs
Digital channels: Own (NewsleFer, FB, LinkedIn, TwiFer, Blog) & Other (e.g. other bloggers, naJonal media, etc.) + Paid (adverJsing) + other
Word-‐of-‐Mouth
SQLs
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Your “MarkeJng Qualified Leads (MQLs) are ocen rejected by sales. So here’s what to do: Introduce “Sales Agreed Leads” (SALs) as a step in a validaJon process towards “Sales Qualified Leads” (SQLs) Apply the 4E Model in the MarkeJng & Sales Funnel. Use digital tools to harvest MQLs and validate them as SALs
Tip 6: Increase your ROI by digital integration
ROI
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Ensure your content is shared across all your digital properJes, Jmely and coherently Ensure same keywords across all digital markeJng and communicaJons, to drive SEO A/B Test everything Iterate and conJnuously opJmise your content
Tip 7: Branding is story telling
See also: felinequanta.com/brand-‐is-‐the-‐emoJonal-‐signature-‐of-‐an-‐idea
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Your charity’s brand is an emoJon EmoJons are evoked by stories Write the story of your charity Share the story (as it develops)
Tip 8: Give fewer choices to increase conversions
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Tip 9: Frame your messages
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Use the CommunicaJon Triangle to frame your communicaJons: Explain the issue Explain why should your audience care Tell them what to do (“Call to AcJon”)
Tip 10: Empower your volunteers to create content
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Your people are the greatest asset Empower them to drive your content machine Invite them to become bloggers and digital community leaders Make it easy for them to share your content with their networks
Case Study
Who are Helplines Partnership
1. UK’s AssociaJon of helplines 2. RepresenJng 300 members,
50,000 employees and volunteers who respond to 60 million calls per year
3. Revenue streams: trust fund, membership fees, training and consulJng fees
What Challenges they faced
1. To increase membership 2. To increase revenues from training
and consulJng 3. To expand internaJonally
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1. Social Media AcJvaJon: TwiFer, Flickr, Facebook, LinkedIn, YouTube 2. Training of personnel as community managers and content creators 3. Alignment of feeds across all digital properJes 4. Redesign of website and integraJon to CRM (MS Dynamics) 5. Development of content (blog posts and eBooks) and placing it as central
to markeJng communicaJons and strategic communicaJons 6. Share content across social media and refine reach 7. Design and launching of a targeted newsleFer to increase top funnel visits 8. Linked newsleFer to blog and eBooks, to collect MQLs (MarkeJng
Qualified Leads) 9. Measure funnel conversions and iterate content to increase conversions 10. Linked content markeJng results (MQLs) with CRM; and markeJng to sales
via SALs (sales Agreed Leads) and SQLs (Sales Qualified Leads).
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Case Study
Feline Quanta CommunicaJons designed and executed the following integrated digital strategy
Example: The NewsleLer ObjecJves: 1. To increase traffic at the top end of the
funnel 2. To refine reach by measuring responses 3. To collect MQLs Method: Connect newsleFer to blog Connect blog posts to downloadable arJfacts:
eBook on Members Survey eBook on Website building Infographic on Members Survey
Measure conversion rates for each step
Step 1. NewsleFer arrives à Clicks to a blog post
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Case Study
Step 2. Clicks at the end of the blog post à Arrives at landing page
Blog post linking to an ar8fact (an eBook)
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Case Study
Step 3. Gives personal data à Downloads arJfact (the eBook)
MQL: Capture of personal data in order to download ar8fact
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Case Study
Final Step: Thank you page
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Case Study
Measuring funnel conversions
Step 1: NewsleFer arrives: clicks on blog posts
Step 2: Clicks on blog post to landing page for arJfact
Step 3: Gives personal data and downloads arJfact
MQLs
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Case Study
NewsleLer#1 NewsleLer#2 Mail List Reach 6335 2298 ArJfacts 3 2 NewsleFer to Post 3.40% 5.40% Post to Landing Page 26.30% 71% Landing Page to Download 40.90% 33.60% Downloads (MQLs) 47 39
Two Test NewsleFers produced (September 2014, October 2014) Mail Lists were validated and refined As a result “post to landing page” (Step 2) conversion rates increased by 266%
Overall Results of executing digital marketing strategy for Helplines Partnership
• Increased SQLs by 80% • Improved page ranking from 1/10 to 5/10 (SEO)
• Increased social media engagement by 500%
• Op8mised and Refined Reach by 266% The above results were achieved by execu8ng the integrated digital strategy over a 3 month period with Zero ad spend
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Case Study
@zarkadakis
George Zarkadakis, PhD, CEng Digital TransformaJon Consultant. For more informaJon about content markeJng for chariJes, please visit FELINE QUANTA Ltd at: www.felinequanta.com