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WANT TO
MAKE
NOISE
or be heard?
Effective strategies
for marketing to
today’s connected
customers.
Identify the questions.
Identify the questions.
         Ready to create
         content? Not so fast.
         Gather insights about the
         needs of your market with
         online listening tools:
         ‣   Google alerts
         ‣   Q&A sites
         ‣   Feeds
         ‣   Industry influencers
         ‣   Social media monitoring
         ‣   LinkedIn Groups
         ‣   Surveys & research
Publish answers.
Publish answers.

          Teach,
          don’t preach.
          You don’t push product.
          You pull.
          ‣   Keyword strategy
          ‣   Targeted content
          ‣   Frequent blogging
          ‣   Online channels
          ‣   Social media
          ‣   Free offers
Gather contacts.




3
Gather contacts.




3
           Don’t ask
           for money.
           Ask for ID.
           Redefine what
           conversion means.

           ‣   Landing page
           ‣   One specific offer
           ‣   Request email
           ‣   Deliver instantly
           ‣   Qualify interest
               level
Nurture.




4
Nurture.




4
      Continue to
      deliver help.
      Provide free advice
      and share your
      expertise.
       ‣   eNewsletters
       ‣   Webinars
       ‣   Podcasts & video
       ‣   Demonstrations
       ‣   Forums
Ask for something small.
Ask for something small.
              Turn prospects
              to customers.
              Reduce or
              remove risk.
               ‣   Try/buy plans
               ‣   Subscriptions
               ‣   Pay per use
               ‣   Options
               ‣   Guarantees
Help customers buy.
Help customers buy.
            Selling
            redefined.
            Focus on helping the
            customer buy smart.
             ‣ Offer tiered
                 choices
             ‣   Packages
             ‣   A la carte menu
             ‣   Customer
                 communities
                 or forums
Help customers sell.
Help customers sell.
            Increase sales
            and lower the
            cost of sales.
            Foster referral sales
            with word of mouse.
             ‣   Social media
             ‣   Testimonials
             ‣   Case studies
             ‣   Reviews
             ‣   Loyalty programs
             ‣   Rewards
I’M READY TO HELP YOU



NOW
I’M READY TO HELP YOU



NOW
      One source for:
        ‣   Online marketing planning
        ‣   Content strategy
        ‣   Content creation
        ‣   Websites & blogs
        ‣   Lead capture & nurturing
        ‣   Customer advocacy
FELDMAN
CREATIVE
   Get free eBooks now at
   FELDMAN CREA        TIVE

   Get helpful online marketing pointers at
   “The Point,” Barry’s Blog

   Hear podcasts and more at
   CONTENT MARKETING INSTITUTE

   View additional presentations on
   SLIDESHARE
FELDMAN
CREATIVE
Contact Barry               Get free eBooks now at
                            FELDMAN CREA        TIVE

                            Get helpful online marketing pointers at
        We’ll               “The Point,” Barry’s Blog
      discuss
      effective
     online                 Hear podcasts and more at
    marketing               CONTENT MARKETING INSTITUTE
   strategies
  to help your business
reach and convert today’s   View additional presentations on
  connected customers.      SLIDESHARE
       No charge.

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Want to make noise or be heard?

  • 1. WANT TO MAKE NOISE or be heard? Effective strategies for marketing to today’s connected customers.
  • 3. Identify the questions. Ready to create content? Not so fast. Gather insights about the needs of your market with online listening tools: ‣ Google alerts ‣ Q&A sites ‣ Feeds ‣ Industry influencers ‣ Social media monitoring ‣ LinkedIn Groups ‣ Surveys & research
  • 5. Publish answers. Teach, don’t preach. You don’t push product. You pull. ‣ Keyword strategy ‣ Targeted content ‣ Frequent blogging ‣ Online channels ‣ Social media ‣ Free offers
  • 7. Gather contacts. 3 Don’t ask for money. Ask for ID. Redefine what conversion means. ‣ Landing page ‣ One specific offer ‣ Request email ‣ Deliver instantly ‣ Qualify interest level
  • 9. Nurture. 4 Continue to deliver help. Provide free advice and share your expertise. ‣ eNewsletters ‣ Webinars ‣ Podcasts & video ‣ Demonstrations ‣ Forums
  • 11. Ask for something small. Turn prospects to customers. Reduce or remove risk. ‣ Try/buy plans ‣ Subscriptions ‣ Pay per use ‣ Options ‣ Guarantees
  • 13. Help customers buy. Selling redefined. Focus on helping the customer buy smart. ‣ Offer tiered choices ‣ Packages ‣ A la carte menu ‣ Customer communities or forums
  • 15. Help customers sell. Increase sales and lower the cost of sales. Foster referral sales with word of mouse. ‣ Social media ‣ Testimonials ‣ Case studies ‣ Reviews ‣ Loyalty programs ‣ Rewards
  • 16. I’M READY TO HELP YOU NOW
  • 17. I’M READY TO HELP YOU NOW One source for: ‣ Online marketing planning ‣ Content strategy ‣ Content creation ‣ Websites & blogs ‣ Lead capture & nurturing ‣ Customer advocacy
  • 18. FELDMAN CREATIVE Get free eBooks now at FELDMAN CREA TIVE Get helpful online marketing pointers at “The Point,” Barry’s Blog Hear podcasts and more at CONTENT MARKETING INSTITUTE View additional presentations on SLIDESHARE
  • 19. FELDMAN CREATIVE Contact Barry Get free eBooks now at FELDMAN CREA TIVE Get helpful online marketing pointers at We’ll “The Point,” Barry’s Blog discuss effective online Hear podcasts and more at marketing CONTENT MARKETING INSTITUTE strategies to help your business reach and convert today’s View additional presentations on connected customers. SLIDESHARE No charge.