Online customer acquisition 2014, via web marketing

Customer Acquisition - 2014

Chris LeonardC. 484-410-1577www.linkedin.com/in/chrisleonard1/www.slideshare.net/chris2004x@chris2004x

Source: Hubspot

Customer Acquisition 2014Model

1. Objectives. Align on objectives for products or categories.

2. Personas. Clarify 2-3 customer types to target. Define & map their buying journeys. Understand why & how they buy, problems to solve, key decision points & key factors in closing.

3. Positioning. Establish 100% clarity on competitive arena, set positioning & supporting content/messages.

4. Resources. Assess & select marketing assets: Website (SEO), tools (amplify & analyze), partners & content.

5. Human resources. Assess ability to prepare content, placement, analysis & actively engage with community.  

6. Advocates. Identify influencers & enthusiasts who will serve to amplify the message in various web marketing & social channels.

7. Plan with commitment to adapt & grow. Apply a never-ending commitment to “test & learn" new & better ways" to develop awareness and acquire customers. 

Customer Acquisition 2014Build Your Model

MULTI-PLATFORMRESPONSIVE, SEOed SOCIALLY ENGAGED PPC/INBOUND/CONTENT

MARKETING

PPC & CONTENT

CUSTOMER

LEAD

WEBSITE

PROSPECT

The Web ExperienceNote: Only a few have the whole thing

Wait!!All of that?

Step-wise: Budget and ability to manage well

Reasonable expectations for timing & success.

Note: Adaptive nature leads to shifting results

I cannot do it all.

What should I do?

Planning? # shockingnews

Today, hardest part of planning = Developing a plan that sticks.

So, successful “technical marketers” constantly add new messages, tactics & platforms.

Emphasize "adapt and grow” in the plan.

Test endlessly to surface more "new and better ways" to develop awareness and acquire customers (find out “what works” & de-emphasize “what doesn’t work”)

#commit: To never-ending test & learn

Some Notes About Content.

Each day there are around 92,000 new articles posted on the internet.

@stephpchanghttp://moz.com/blog/future-of-content-upcoming-trends-in-2014

Get close to your constituents.Be helpful, serve them.

Be unique.

92,000 per day

Content: Brand Your ExpressionsContent Branding Examples

The Big Idea - Reactions to a big trend: 1. definition. 2. Rough process 3. How we see it.

ELI5 - Explain It Like I'm 5: The thing in 800 words or less, written so that a 5-year old can understand it. (source: reddit.com)

The Deep Dive - Our deepest thinking.

So you're telling me there's a chance - Predictions so bold, they are just plain crazy.  But, we like to forecast and project.  Expectation:  To provoke.

The Internal Debate - Stuff we disagree about that is worth taking public!  (And, getting your reactions. So, dive in.)  

Fail - Failures that we experience.

Human resources must prepare content, place, analyze & actively engage.  

Leverage contracted resources to execute the plan:  1. Resource needs fluctuate, you will need up- & down-time flexibility.  2. You will test endlessly and constantly to have the chance to surface “more new things”

that work to acquire customers.  So, you will require expertise that comes and goes.

Call on Ex-US contractors (India & Philippines) to provide the following for you:1. SEO: Based on competitive analysis & winning vs. competitors' SEO activities.2. Content development: Will be the hardest part. Key lots of borrowing & recycling.3. Content amplification: A basic management task.4. Hunt for amplification opportunities: Requires a cheap, and very savvy, smart hunter.5. Analysis: Insights for optimization and adaptation.

Affordability

Tips From The Field

“The Secret Sauce”Most social touchpoints your audience will have with your product or brand or whatever, are not the “bells and whistles campaigns” you put together at great expense, but rather the day-to-day social management of all your channels.

That’s how they meet you, and that’s where they come to thank you, and it’s where they are going to voice their discontent. So be there for them, take care of them, and give them what they came to you for in the first place.

Andy White; M80 & Senior Social Media Manager for Audi http://outspokenmedia.com/social-media/audi-super-bowl-2013-blackout-tweet-interview-andy-white/

(By the way, M80 http://www.m80.com "Cultivating consumer relationships through conversation and content.")

Your role is to create an environment, through both your mass and micro (1-yo-1) communications, that

facilitates bonding within community members.

This means in public you might recognize top members, talk about the community and plan events.

In private you might build relationships with key members, introduce members to each other, ask for

opinions and suggestions and work towards a greater good.

About Influencers - FeverBee Says!

Which social media?FB: A community of your constituents, that everyone is already on and is visible to all FB users.

Twitter: micro-broadcasting, search and discovery engine in itself, info exchange

LinkedIn: Much better solutions for Rolodex and networking, with content.

Google+: Statistics that cannot be ignored, better integration with Google.

(Hosted Forum: A place where your community meets to talk about your community)

Wikipedia: I just had to put it here. Credible, highly used.

Marketing ModelStep Key Question Addressed

1. Strategy What are the key issues that our promotional communications must solve?

2. Customer Types How do we categorize our existing and prospective constituents? What problems can our school help each customer type solve?

3. Positioning What is the unique emotional, or logical, space we wish to occupy in the minds of constituents?

4. Message DevelopmentWhat compelling messages and what story (i.e., the order of messages) can we deploy to support the positioning, and motivate constituents to act?

5. Website Plan & Dev. What content, tools, and navigational elements can best deliver our compelling story?

6. Placement What elements of the story are best suited for placement in our communications channels?

7. Analysis What data inform us of what works and what doesn’t work in our marketing program?

8. Optimization Based on data, how can we modify our content and placement settings to achieve optimal return on marketing investment?

Go Set The World On Fire!