Create & Execute a Marketing Strategy for
Lead Gen & Demand Gen
By @DanGalante
Digital Marketing/Content Marketing/Social Media
Marketing
360

According to the Content Marketing
Institute, Lead Generation is the
number 1 Content Marketing goal for
B2B Content Marketing organization.
What is your reason for using Content
Marketing?
Image courtesy of the Content
Marketing Institute.

According to the Content Marketing
Institute, B2B Content Marketing goals
lead with Brand Awareness and Lead
Generation , where B2C content
Marketing goals Lead with Customer
Customer Retention and Engagement.
The take away, Content Marketing is
very specific and not a one size fits all
discipline.
B2B VS. B2C
Content Marketing
Goals

• The goal of marketing is to help drive products sales.
However, we can not blindly follow the model of
marketing & advertising of the 1960's.
• Today, consumers have access to more information
than ever before.
• As a result, Marketers and brands do not control the
conversation like they once did. Hitting consumers
with ads through television, print and even online
does not have the power that they once did.
• Consumers are being bombarded
• As a result, the attention span is being diminished;
meaning that unless your message is highly
engaging and valuable to the needs of the consumer;
it is likely to be ignored.
• Want to learn more about the rise of Content
Marketing? View this documentary from The
Content Marketing Institute.
• Image via bizdom.com
Content Marketing:
How Tech has
changed Traditional
Marketing

• Traditional marketing is being disrupted by technology.
• The technology comes in the form of the internet, mobile, social media channels,
publishing platforms, audio books and video on demand. All of these channels
have the effect of giving consumers instant access to information.
• As a result, consumers are looking to brands not to sell their products through
traditional marketing and advertising but to provide answers to their questions.
In other words, brands have to provide a value message and earn consumer
trust to get them to buy.
• This marketing disruption is known as information marketing through content
or simply content marketing.
How Tech has changed Traditional
Marketing

• Marketers and brands have to become the educators or
teachers of consumers. To become the educators of
consumers brands have to become the industry resource to
consumers; showing how their products can solve problems
and improve the lives of consumers.
• Brands can do this by using an information marketing
strategy. This can be done through creating custom digital
and print properties that answer questions in that
consumers have. Information marketing or content
marketing has to provide answers to consumers and should
not be a flat out sales pitch.
What this Means for Marketers and Brands

• Today, brands and marketers need to serve as industry resources for their consumers,
educating them on what products would be best for them. This can be achieved
through information marketing through content or content marketing.
• As you can see, marketing is being disrupted by technology into information
marketing or content marketing. For brands to keep up their product sales, they will
need to rise to the occasion and meet the needs of today's consumer.
• How has technology disrupted your Marketing strategy? Want to learn more check
out the story of content the Content Marketing institute
What this Means for Marketers and Brands

1.What are the best ways to market to my industry?
• The best ways to market to your industry is through offerings such as whitepapers,
industry events, Social Media/Content Marketing and through direct selling. As there
is no single best way, all of these methods need to be integrated together and function
as a synergy. The Sales and Marketing functions need to be aligned and support one
other in order for any marketing effort to be successful.
• Becoming a part of your industry community is one of the best ways to market to
them. This can be achieved by becoming a trusted advisor. Earning the trust of the
community can be achieved by demonstrating your value and becoming a resource
they the turn to all of the time not just when they have a need. Understanding the
pain points of this group is critical to creating and implementing the best solutions to
solve their problems.
Questions to ask before Launching a Content &
Digital Marketing Campaign

2. How you would repurpose/rewrite/market to increase readership?
In order to increase readership, I would create accounts on other social networks such as
Twitter, Facebook, Google+, YouTube and Slideshare.
Rewriting/Repurposing
• The first thing I would do is to change the title in the form of a question. This way it
invites the audience to weigh in. I would also ask a question at the end of the article.
• Great calls to action would be: feel free to comment, or asking a question of the reader
at the end of the post. By having a call to action to comment, readers are more likely to
start a discussion and share the content. It is important to talk with your audience and
not at them.
• I would add is an about the author section at the bottom of each post. This is another
great way to showcase the author’s expertise and incorporate a call to action such as
see how we can help or click here to sign up for a free demo.
Questions to ask before Launching a Content & Digital
Marketing Campaign

• Repurposing Formats
• The contents of the article can be put into different formats such as a PowerPoint, a
YouTube video all of which can be uploaded to Slideshare. The article can be
published to LinkedIn’s publishing platform as well. The article can also be written
and have presentations and videos embedded in the article itself. There are endless
ways to repurpose content.
Questions to ask before Launching a Content &
Digital Marketing Campaign

• 3. Imagine you could speak to a current customer. What would you want to ask
them? How would you use their responses to market my product?
I would want to ask current customers the following questions:
• 1.Why did you chose my product?
2.What do you like about the product?
3.What do you dislike about the product?
4.Is it easy to use?
5.How long did it take to put the product to work?
6.Would you be willing to provide a testimonial in writing, on video about how the
product helped your business, speak at an event?
(Questions may differ based on the user’s answers.)
• I would take the information from questions to 1-5 and discuss them with the product
manager and engineer to see how the product could be made better. Testimonials
obtained would be uploaded to the website and integrated into product literature.
• What questions are you asking before starting a content & digital marketing
campaign?
Questions to ask before Launching a Content & Digital
Marketing Campaign

• Content Marketing is a great way to connect and engage with potential
customers. Only through thoughtful connecting and engagement with others
will you be able to obtain quality leads and create demand for your products.
• Making people want to connect with you on Social Networks is the key to
uncovering any needs they may have. A great place to start is to write and create
content that informs people on how they can use something or how they can fix
an issue that they are having. This has the effect of offering a value message to
potential customers because you are showing them what you can do to help. In
essence this is your digital portfolio. Just as in the offline world, when you are
trying to acquire new customers part of your strategy is to show samples of your
work and what you have to offer.
• Now this might sound like a lot. To start, try writing comments on blogs that you
think are interesting. This is a great place to get comfortable sharing your
insights in the digital world. Once you write a comment, make sure to follow up
and respond to any replies as this will help get a conversation going. Make sure
that you share the blog that you commented on so your insights can reach others.
You can do this with articles on LinkedIn as well.
Building Channels to Share your Content

• Wordpress & tumblr
• Writing a blog is great way to share your ideas and market your expertise in an area. I
began blogging back in November 2011. Blogging had connected me with so many
great people around the globe. I began publishing on the Wordpress platform.
• WordPress
• The first thing that you need to do is to register on the site. You will have the option to
create either a wordpress.com address or a custom domain name. I suggest that you
pick a custom domain name because your blog will come up better in search results.
Wordpress gives you a choice of web suffixes to choose from, for example .com, .me
etc. I chose the address http://dangalante.me. If you decide to change the address after
you set up the blog that is ok. The wordpress.com address will automatically be
directed to your new address.
• It is important to note that you will have to buy the domain name if you want your
own. Hosting is inexpensive and should cost about $25 per year at most depending on
the name you choose. The investment is well worth it because this will give your blog
its own brand identity.
Creating a Wordpress Blog

• Once you register, you will see
WordPress’s default theme. Click on the
appearance tab and browse the free and
premium themes that are available. You
can then choose the one that you would
like to install.
• Now you are ready to write a post.
• To do this click, on the new post tab. A
window will pop up. Here you will
find tools to write and edit your post.
When you are ready to post, just click
publish and you are ready to go.
Creating a
Wordpress Blog

• tumblr
• Like Wordpress, you will have to register on tumblr to set up your blog. I have
provided the link to the registration page. If you land on the home page, just click on
the sign up button.
• Once you have signed up, you will be prompted to create a web address. You will
notice that the only address you could create is a tumblr.com address. Tumblr does not
support or partner with site hosting companies. In other words, you will need to find a
third party host on your own. I purchased a domain name from Yola.com . The name I
purchased is http://askdangalante.com .
• Once I secured the name, I had to point the address to the Tumblr servers. (Tumblr
provides the specific address and exactly what CNAME or A-Records need to be
changed. Here is the link. You will know if this is correct if your address redirects to
Tumblr and it say page not found.
• You can test your domain address in the box under your tumblr address in the blog
settings. Your address will not link to the site right away. It took 24 hours; although it
can take up to 72.
Creating a tumblr Blog

• Now you can click on the customized
theme and browse through the free and
premium themes. Pick a theme and
now you are ready to post. To post,
click on the text tab which is located
underneath the Dashboard tab. You
will see a window where you can copy,
paste, write and edit your posts. When
you are done, just click the publish
button.
• Now you have your all of this content.
How do you track your progress? To do
this you will need to set up analytics.
LinkedIn provides this for the long
form and Wordpress does this.
However for your own blog on tumblr
and a custom website you will need to
use a site like Google Analytics.
• Image via zanderchance.com
Creating a tumblr
Blog

• Writing on LinkedIn's long form post is
similar to writing blog posts. Your goal is to
engage your readers & build an audience.
Let's explore the features of the LinkedIn
publishing platform.
• The Structure of the LinkedIn long form
• Title
• The platform provides a place for a title.
• Tool Bar Underneath the title, there is a tool
bar similar to one you would see in Microsoft
word that allows writers to use headings,
Bold, Italics, underline, center, bullet pints
and numerical lists. Users can also use the
tool bar to insert links, images, and videos.
• Image via vni.s3.amazon.aws.com
Blogging on LinkedIn’s
Publishing platform

• Body
• Next, is the body of the platform where
users can write the body of their
content and lastly there is the SEO tags.
• SEO Tags/Keywords
• A key difference with these tags is that
LinkedIn allows users up to three tags
or keywords to index the content where
traditional blogging platforms offer
more.
• Pictures/Images
• Users can also upload an image at the
top of their post, LinkedIn recommends
pictures 700 x 400 pixels look best.
LinkedIn also allows users to credit
their image source.

Popular topics are as follows:
1. Your insights on trends in your industry.
2. Case Studies
3. Topics in the News
4. How to articles that teach readers how to do something.
5. How you learned from failures and adversities.
If you are not still unsure what to write about; LinkedIn now uses an algorithm that
analyzes previous posts you have written; offering 3 to 4 ideas based on your industry.
The Body of your Post
Once you have chosen your topic you are ready to start writing. You must create a
thesis which is the claims that you are making. This should be followed up with three
to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4
to 6 sentences when possible. Within these paragraphs, you should use headings
and sub headings along with built points so your text is easy to read. The text should
be visually appealing to the reader.
In terms, of how long your post should be it is up to you. There is no set length, rather
your post should be long enough to prove out your thesis, assertion and claim.

Title
Your title should reflect what the topic that you are writing about while being engaging
to readers. Most people just skim the headlines as they are bombarded with content, in
other words you have just seconds to catch their attention.
Popular titles include:
1. How to's,
2. lists ex 7 ways to _______
3 A question.
SEO tags Keywords
Make sure to pick keywords that reflect your topic as you only can use three.
Images
Make sure when you upload an image that it reflects what your post is about.
Video's/embeds
To enhance your text, you can embed videos and presentations from Slideshare &
YouTube. This can be a strategy to re-purpose existing content.
Calls to action
Make sure that your posts have a call to action at the end. In other words, what action do
you want your reader to take as a result of reading your post.

Sharing
You can share your post in the following ways:
1. On LinkedIn through a status update, your LinkedIn groups & messages.
2. Through the Social Sharing buttons that include LinkedIn, Facebook & Twitter.
3. Through links on Google+, tumblr, Wordpress etc...
Also, you want to ask questions of the reader that encourage them to comment and start
a discussion.
This is how to write a LinkedIn long post that engages readers & builds an audience.

• Google Analytics is a great way to
monitor your efforts online. It allows
you to see how many people are
visiting your site, the duration of their
visit, what content they are looking at
and from what network. You can also
see what country they are from.
Another thing you could do is to set
custom goals to check for certain things.
The site allows you to measure the
amount of traffic that comes from social
networks. To access this, just click
under the social tab under traffic
sources. Google Analytics also lets you
track your Adwords campaigns. I use
Google Analytics for my website and
tumblr blog.
Using Google
Analytics to monitor
your Content

• How to setup Google analytics for your website and blog. The first thing that you
will need to get started is a Gmail account. Now with your Gmail account, go to the
Google Analytics website. You will need to click the create an account button. Next
you will be asked to login to you Gmail account. You will then be asked to create a
profile and add the website URL that you want to track. You can also provide your
time zone.
• Once you provide this, the site will provide you with a tracking code. Next, you
will need to copy and paste this into the html section of each page of your website
or blog. If you have done this correctly, you will see that the tracking code is
installed.
• You will start to see statistics about your visitors within a few hours. It is important
to note that you cannot use Google Analytics with WordPress.com. WordPress
provides users with a set of analytics.
• I have also included a video tutorial

• Twitter is a great social networking site for people
and brands to spread ideas quickly. Twitter is also
a great marketing tool for brands to promote
products and services. Twitter has a few hundred
million users worldwide. Getting started
with Twitter is quick and easy. To get started
using Twitter you need to do the following:
• 1 Click on the join link.
• 2 Provide your first and last name.
• 3 Provide a valid email address.
• Once you join, you will need to choose a name for
your account. I would recommend using your
name or your business name. You can also choose
a name that relates to what you do. I have two
Twitter accounts @DanGalante
and @TrendSettingSM.
Sharing Your
Content on Social
Networks

Now that you have an account, you should fill in the bio section. Twitter gives you 160
characters to describe yourself. Although Twitter provides a place for a web link, two
links are better than one.
The next step is to upload a photo of you. Make sure that the photo that you choose is
professional and clearly visible to members. Remember, this is your image that you are
sharing. Twitter provides users with an option of uploading a custom background. To do
this, click on the settings button and click design. Here you can upload a picture from
your computer or view different Twitter backgrounds.

Now you are ready to tweet. However before you start tweeting away, you need know
the following:
1 Tweets are limited to 140 characters. At first, this may seem annoying, but this is a
great exercise for your creativity.
2 Make sure you have something of value to say, nothing will turn people off faster than
nonsense.
3 Make sure to share articles and content that you create in your Tweets by including
links. Doing this will help you gain followers. Twitter also allows you to share videos
and photos in tweets. This can be a great way to share experiences, ideas and to
promote a business or a brand.
4 Do not be afraid to make a mistake. Twitter provides a delete button with an icon that
is a trash can. This is great if you make a typographical error.

5 Make sure to change-up your message. No one likes the same message over and over.
6 Leave 10 to 20 characters for your tweets to be retweeted.
Once you start tweeting, your goals are to:
1 Get other users to share your content.
2 Build a following
3 Follow other users who interest you.
The Retweet and The Mention
When a Twitter user shares a message from another user, this is called a Retweet.
Retweets are sought after because the more your content is shared, the higher your
influence is perceived.
Mentions are when a Twitter user references or quotes you in on of their tweets. Some
users may use this instead of simply retweeting because a mention shows up quicker than
a retweet does in a users timeline.
Retweets and mentions show up in the interactions and mentions section of the Twitter
account.

The Direct Message or DM
The Direct Message or DM as it is referred to, allows Twitter users to send messages to
other users. I waited to mention this feature until now because Twitter only allows
users to send messages to users who follow them. This is a great way to send a private
message to users on the site.
Sharing Tweets with More than Just Twitter Followers
In order for users to share tweets with more than a their followers, users need to use
hash-tags. Hash-tags are a number bracket next to a word. For example, #business is a
hash-tag. Hash-tags create an index of information on a specific topic. A hash-tag
reaches more people than a regular tweet or just getting a few retweets. Hash-tags are
a great way for users to earn new followers.

• LinkedIn is a professional networking site that allows people
to search for jobs and connect with people they know. You
can also make new connections on the site. Right now, over
400 million people around the world are using LinkedIn.
• The Basics
• LinkedIn allows users to sign up for free. To get started you
need to do the following.
• 1 Click on the join today tab.
• 2 Enter a first and last name.
LinkedIn

3 Write a professional summary that provides information that describes past
accomplishments along with what you can do for potential clients and employers. You
should also describe what type of position or client you are seeking.
4 Upload a professional picture that will make your profile look more attractive.
5 Create a professional headline in 160 characters or less. If you leave this blank,
LinkedIn populates this with your latest position. My advice is to create your own
catchy headline to captivate readers to read your profile; unless you have a great
position and have achieved your career goals. The professional headline provides you
with an opportunity to quickly sell and market who you are and what you do.
6 Fill out the specialties section with keywords related to what you do. Your idea is to
use keywords to optimize your LinkedIn profile to come up in searches on LinkedIn.
Also fill out the skills section and interests section.

7 Connect with customers, colleagues, bosses and professors. To do this quickly, upload
your address book from your email account into LinkedIn. LinkedIn will identify which
members in your address book are already members.
You can then decide which members you want to invite to join your network. LinkedIn
is based on a network of first, second and third degree connections. First degree
connections are direct connection.
Second degree connections are a connection of a connection or a friend of a friend.
Third degree connections are friends of second degree connections. You can connect
with people by entering an email address for them, indicating that you share a group
with them, stating that they are a colleague, stating that you have done business,
together or by stating that you were classmates.

Make sure not to abuse the contact form otherwise you will have to enter email addresses
every time that you connect with someone. Inmails are a premium feature that allows
you to contact people anyone on LinkedIn. This is good if you are not able to reach a
person through traditional means. Basic accounts on LinkedIn also provide a feature
called introductions. Basic accounts allow five introductions. This feature allows you ask
one of your connections to connect you with one of your connections.
8 Get recommendations. Once you have first degree connections, you can ask them to
recommend your work. To do this, click on the profile tab and click on the
recommendations link in the drop down menu.

This will allow you to choose the position you want to be recommended for. Once you
have identified this position you then can send out a request to your connection for a
recommendation. Recommendations are social proof and are a great way to boost your
credibility online. LinkedIn requires three recommendations for your profile to be
considered complete. For recommendations from non LinkedIn members, use
the Slideshare plugins.
The Endorsement. Users can also list skills they have. Connections can endorse each
others skills to show what talents they have by clicking on the particular skill.

9 Use the three profile links LinkedIn provides in the website section of your profile. I
would include the following links, your website, your blog, your Facebook page, your
YouTube channel and your Google plus page. The sites you choose are up to you.
LinkedIn also provides users with two additional Links for Twitter accounts. In other
words, LinkedIn provides you with up to five touch points to connect with people and to
showcase your work. LinkedIn now allows users to publish articles using the long post
form. This also a great way to share content.
10 Make sure to make your profile public. LinkedIn allows users to create a custom URL
to make it easier for users to find them. I would make the address one that easily
identifies you. My public profile URL is http://www.linkedin.com/in/dangalante .

These are the 10 steps to create a complete LinkedIn profile that will be optimized for
search on LinkedIn. Also public profiles are indexed in search engines such as Bing,
Google, and Yahoo. It is important to know that you can determine what activity that
you share. You also have the option to hide your connections from your 1 Degree
connections. The settings tab will allow you choose options.
Make sure to share content and status updates with your network to engage them.
LinkedIn allows people to like and comment on posts. Status updates can be shared on
Twitter, with groups and with individuals. Another thing that you can do to build your
brand on LinkedIn is to join groups

LinkedIn allows members to join up to 50 groups. I would target
industry groups or groups that match your interests. Groups are
great places to facilitate discussions. I would also recommend
creating a group. This is easy to do. I have provided a link to my
sales and marketing group to give you an example. Groups are a
great way to make connections and to share and start discussions.
You can also post jobs in groups as well.
Companies can also take advantage of LinkedIn. LinkedIn allows
companies to create pages. On these pages, companies can post
jobs which are a premium feature.
LinkedIn added the status update feature for company pages. This
is great to provide updates about your company along with
promoting your products and service. I have included a link to my
company page as an example. As you can see, LinkedIn is a great
place for personal and corporate branding.

• Facebook is the largest social
networking site in the
world. Facebook has over a billion
users worldwide. Almost everyone is
on Facebook. From teenagers to baby
boomers, people from all walks of life
are using Facebook. In this post, I am
going to discuss the basics of personal
branding on Facebook.
• To sign up for an individual account
you need to do the following:
• 1 Provide your first and last name.
• 2 Enter a valid email twice.
• 3 Create a password
• image via telegrapg.co.uk
Facebook

4 Provide your date of birth to verify your age.
To get started, you need to fill out the basic information section which includes the
following information: your birthday, your sex, your relationship status and if you
prefer men or women.
The next step is to fill out your contact information. In this section, you can include
links to your websites, blogs, and other social networks.
Facebook also allows you to share your education and work experience. This is a great
way to make your profile professional. To tell your story, make sure to fill out
Facebook’s about you section. This is a great place to tell your story. You can sell who
you are and what you do.

You can also create a timeline to tell your story. This is a new feature on Facebook.
Make sure to upload a professional photo of yourself. Facebook also allows you to
create photo albums. Make sure to upload photos that contain nothing embarrassing
such as drinking or nudity. Remember you are trying to build your image here. Here is
the link to my Facebook profile for you to see an example of what I have discussed so
far. http://facebook.com/dgalantenyc Facebook allows you to pick a custom URL to
make it easier to find your profile.

Now that your profile is set up, your next goal is to add friends to your Facebook account.
You can do this as follows:
1 Do a manual search for your friends.
2 Upload your address book to see which of your contacts are on Facebook
3 Send email invitations to people who are not on Facebook.
When you find a contacts profile, click on the add friend button. When you click the add
friend button.
Facebook allows you to specify how you are connected with the person. I would also
include a message with your friend request.

Try to connect with people who you know well because if too many of your requests go
unanswered, you will be blocked from adding friends. Also if people flag your request
as spam, you will be blocked from sending messages.
If you want to add more people, make sure that you share an interest with them. You can
also subscribe to people’s updates even if you are not friends with them. Now that you
have friends on Facebook, the next step is to post status updates. I would recommend
posting interesting content you come across. This is also a great way to share your own
content.
Next, I would use your Facebook wall. The Facebook wall allows people to publically
communicate on Facebook with one another. Also if you approve of a status update or
comment, you can like them. Likes on Facebook serve as a social endorsement. You can
look at my profile to see examples of my likes and people who have liked my content.
http://www.facebook.com/dgalantenyc .

• I am going to discuss how to brand your business using
Facebook pages. Remember Facebook is the largest Social
networking site which means that your customers and
prospects are on the site. Your job as a business and a brand
is to engage with fans, prospects and customers. The goal is
to convert this engagement (marketing) to product sales.
Facebook pages are a great way to do this.
• Facebook has greatly increased the kinds of pages that
people and brands can create. Currently there are six types
of pages. These pages include: a Local Business or place
page, a Company page, a Brand or Product page, an Artist,
Fan or Public Figures page, an Entertainment page and a
Causes or Community page. Each of these pages has their
own benefits.
Facebook pages

I am going to focus on the public figure and the Company pages; using my public figure
and company pages as an example.
The first thing that you need to do before setting up a Facebook business page is to set
up a Facebook account. The steps to set up a Facebook account addressed in my
last post. Once you create an account you need to do the following:
1 Log in to your account
2 Scroll to the bottom of the page and find the create a page link
3 Once you click on the link, a page will come up that will list all six types of Facebook
pages. (For this post we will focus on the Public Figure and Company pages.)
4 Choose the type of page you would like which in our case is the Public Figure and
Company pages.
5 Once you choose the type of page you would like, you will be asked to select the
category your page falls into.
6 The next step will be to name your page. For the public figure page use your name or
your band’s name if you have one. Use your company name for your company page. I
started with a public figure page and added a company page later.
7 Agree to Facebook’s terms and click the get started button.
Getting Started

I will start by discussing how to set up a public figure page. The
first thing you will need to do is to fill in the basic information
section of the public figure page. The basic information section
asks for the following:
1 The category of the page, the type of person you are public
figure, journalist etc…
2 Your name
3 Your Address (This is optional for public figure and company
pages)
4 Your affiliation
5 Your date of birth
6 An about headline which is similar to the headline feature on
LinkedIn except you need to provide the content, where LinkedIn
will let you use your job title and company as a default. I would
use this space to briefly sell who you are and what you do. You
should be brief.

Once you reach 25 likes, Facebook allows you to set a custom URL to your pages. I
recommend doing this because it will be easier for people to find your page and it will
be easier for search engines to index your page. Here are my custom
URL. http://www.facebook.com/djgalante
I picked one name that was my name and one that is a shortened version of my name.
You should pick names related to yourself and/or your business so people will find
your page quickly and easily.
Facebook also allows you to use insights to see who is talking about your page and
who likes your page. Also make sure to upload a professional photo of yourself.
Another thing you can do is to choose an administrator for your page. I would
recommend doing this yourself unless you have a professional moderator for your
page because the administrator will have full access to your page. You can also post
your tweets to Facebook using the Twitter plug-in the under the resources tab.
Getting Likes
Once your pages are complete, you want to get people to like your page. For a long
time Facebook likes have been Facebook’s social currency. Likes symbolize social
approval from friends and fans. In order to get likes, you should do the following:
1 Provide compelling content that engages Fans. (I share my blog posts with my fans.)

1 Provide compelling content that engages Fans. (I share my blog posts with my fans.)
Encourage them to share their stories using your product and services. This could be
done through wall posts or videos
2 Promote your page by inviting your Facebook friends and sending email invitations to
people who are not directly connected with you.
3 Use Facebook ads to get people to like and interact with your page. (I will discuss this
at a later time)
4 Post content from your Facebook page. (Facebook allows users to switch between their
personal accounts and their Facebook page.)
Remember that this takes work and it is an ongoing process.
The company page on Facebook is similar to the Public figure page. The Company page
is good to promote your business if you have employees. It is also good if you want to
promote your company as a brand. If you are a in a band or working by yourself, I
would use the public figure page. I use both pages because I am looking to get
customers and I would like to grow my idea into a large business. The difference with
the Company page is that you will not have to provide a date of birth. However, you
will have to provide a company description instead of a personal description. (About
me) Also you can provide a mission statement and describe your offerings in the

These are the key differences between the pages.
Promoting your Facebook page on other Social Networks and
other Platforms
1 Share your Facebook page on LinkedIn, Twitter and Google
plus by sharing your pages URL on these sites; inviting your
connections/followers to join you.
2 Include a link to your Facebook page in your email signature
3 Include Facebook plugins on your website and blog
4 Include your Facebook page on any printed materials that you
give customers and prospects
5 Include your page in any TV, Radio or print advertisements
that you engage in.
This is how to successfully build and promote a public figure
and company page on Facebook.

• Content creation is one of the best ways to engage an
audience, making it essential to content marketing.
However, we simply cannot cover every single topic in our
industry. This is where content curation comes in handy,
content curation is where you share the work of others in
your industry.
• Content curation can enhance your content marketing efforts
in the following ways: it offers users a fresh perspective on a
topic, sharing others work can plug a hole because you can't
write about every single topic in your industry and you are
engaging the person whose content you are sharing. Sharing
the content of others is key if you hope get your content
shared.
Supporting Your Content Marketing with
Content Curation

Content curation takes many forms across social networks but it
always comes back to sharing the work of others and celebrating
them. By celebrating others, content curators get to build
relationships with those in their industry allowing reciprocity. In
other works, people will help each other get their message out
because they are part of digital community.
Content can be shared in the following ways:
1. On blogs.
2. On social networks. 3 Through online publications.
4 Guest blogging/Content Syndication
1.Blogs WordPress/tumblr
Blogs are a great way to create content and share ideas. Blogging
platforms such as Wordpress & tumblr have a like button and a
reblog function. The like button allows user to say they like a
piece of content and a reblog button allows users to republish a
blog they like on their own blog. When a user reblogs a piece of
content from another blog, the original publisher is notified of
the reblog or share.

A reblog is much more powerful than a like although a publisher
see both types of notifications.
Blogs also allow users to categorize topics with endless SEO tags.
Users can also search out keywords or tags to find related content
on a topic which they can reblog. In addition to reblogging, users
can share blogs to other social networks such as LinkedIn,
Twitter, Facebook & Google+ etc... by clicking share buttons
embedded on the platforms.

LinkedIn Long form Posts
LinkedIn also has a blogging platform of it's own called the long form post. Users can
curate content in the following ways: clicking the like button, sharing the article which
will appear as a status update, sharing the article in groups, using social share buttons
to share content to Twitter & Facebook and of course LinkedIn. Each piece of content
in LinkedIn is indexed with three SEO tags that categorize it by topic. Users can also
embed content from Slideshare along with videos. This can be a great way to share
your work and that of others in the form of a blog.
Users can curate content in the following ways: clicking the like button, sharing the
article which will appear as a status update, sharing the article in groups, using social
share buttons to share content to Twitter & Facebook and of course LinkedIn. Each
piece of content in LinkedIn is indexed with three SEO tags that categorize it by topic.
Users can also embed content from Slideshare along with videos. This can be a great
way to share your work and that of others in the form of a blog.

Slidseshare is a great tool for content
curation. The site was acquired by
LinkedIn. Slideshare allows users to
upload documents, presentations and
videos. Users can create descriptions of
the content, a category along with SEO
tags to further categorize the information.
Slideshare is a great way to repurpose
content. Content on Slideshare can be
shared to social networks via sharing
buttons & embedded on other blogging
platforms such as LinkedIn, Wordpress &
tumblr. Slideshare is a platform in itself.
Image via whitehatmedia.com
LinkedIn Slideshare

• Social networks such as Twitter, Facebook and Google+ offer
users like and share buttons that allow users to curate
content that they like. All three networks allow users to
categorize & index content by topics using #hashtags.
• Twitter
• Twitter allows users to create lists based on topics they found
interesting. Users can add other users to lists. This helps to
build a digital community by uniting people around common
interests. Tweets are also indexed in Google.
• Facebook
• Facebook is similar to Twitter in the sense that it let's users
tag content based status updates; helping users to reach
beyond friends and followers. Facebookalso allows users to
share content in groups as well. Facebook is partnered with
Microsoft's Bing Search engine.
Content Curation on Social Networks

Google+
Google+ is similar to Facebook in the sense that it allows users to join groups. It is also
helpful for content curation because the results are indexed in it's search engine. The like
button is a plus one button and Google+ has a sharing button. Users can also use
hashtags and build a community based on topic as well.
Online Publications
Online newspapers and newsletters are another great way to curate content. Flipboard is
a great site. I like Paper.li Users can sign up with Facebook or Twitter. Paper.li allows
users to customize newspapers and is a great way to curate content. Users can pull
content from multiple sources to create newspapers based on topics. These sources
include RSS feeds social networks, lists, hashtags etc... These newspapers celebrate the
work of others by mentioning them on social networks in the form of a status update. I
have gained a lot of followers this way. There are countless sharing sites out there.

Guest Blogging/ Content Syndication
Writing on other blogs is a great way to get your message to a wider audience and it
allows the blog owner to curate great content that happens to be yours. This can be a
great way to build up a following. Another way to use curate content is to syndicate your
content. Content syndication is when your share your blog's RSS feed with other
websites. When you share your RSS feed, your content can be shared to multiple
websites simultaneously when you publish on your blog. tumblr offers a widget where
you can share a blog on a stand alone website.
These are some content curation strategies you can use to improve your content
marketing results. How do you curate content?

Incorporating Customer Service and Sales Team
into your Content Marketing
• Once brands convert prospects into customers, they still
need to focus on and support customers post sale. Here is
where Content Marketing can help. Brands can use Content
Marketing for customer retention, cross-selling and up-
selling. To take advantage of this, brands need to involve
both their Sales and Customer service team in their Content
Marketing strategy.
• Sales Teams
• Sales teams can provide a lot of information about
customers, product concerns or issues and objections they
face. They are front line soldiers that have a direct line to
customer intelligence.

• Integrating the Sales Team to your content marketing strategy
• Meet with the sales team and encourage them to compile a list of customer
complaints, objections and questions about products that they face. Ask the team to
create materials that address these concern that customers can access. This could take
form of blog posts, Power-points FAQ's, product demonstrations and tutorials.
• If the sales team feels uncomfortable creating content, they could be interviewed by
the marketing department. The marketing department could take content /basic
materials, emails from the sales team and polish it up into visually appealing content
that customers can access.
• Customer Service
• Similar to the sales team, your customer service teams are front line soldiers to help
customers with issues they face at call centers or through social media. Ask them to
write down complaints they get from customers with the answers. These complaints
of FAQ's could be put up on a web site via a PowerPoint presentation, blog etc... If this
is not possible for the team, interview them, collect basic materials, emails, notes and
create the content yourself.

• Sales and Customer service team are an important part to using a Content Marketing
Strategy for customer retention. The more products a customer uses from a brand,
the less likely they will switch to a competitor. Remember it costs more to obtain new
customers that it does to keep existing ones.
• This is how brands can integrate sales and customer service teams into their Content
Marketing strategy.
• How are you using content from sales and customer service teams to help your brand
retain customers?
• What are the goals of your brands content marketing efforts?

• Many people ask, what is the best day
and time to execute an email campaign?
• Instead of trying to get the best day and
time to execute an email marketing
campaign, I would instead focus on the
developing compelling content that
includes visuals.
• Before starting you should be able to
answer the following questions when
creating the content for your email
campaign:
• 1) What message do I want to send?
• 2) What action do I want my customers
and prospects to take?
• 3) Is the content of my message
relevant to my customers?
• 4) Will customers see the email
campaign as a value message or just
another solicitation?
Image via freshlime.com
Email Marketing

• For example, I write a blog on the topics of sales, marketing and social media. My
readers can choose to follow me through my RSS feed, through email, Wordpress,
tumblr, LinkedIn, and Facebook. I use my blog to do my email marketing. As you can
see my blog is seen by those whore receive it through email and the other ways I
mentioned as a value message. In fact, when you enter your email address to
subscribe to my blog, you will receive a confirmation email. This is known as an opt-
in.
• It is important to note that when building an email list that you get the recipients
consent through an opt-in. If you are building a list from your website you can use
services such as Constant Contact.
• When executing an email campaign, make sure to protect the privacy your customers
by blind copying them. When the customer receives the email, it should say sent to
undisclosed recipients.
• To answer the original question, I would say that any day and time is a great day to
engage consumers through email marketing; especially in today’s digital world.
Consumers are on different schedules and have different needs so it is hard to predict
which day would be best to send out emails. If you wanted to obtain concrete data on
which day would be best to email consumers.

• You would need to develop and implement a survey that asks consumers what day
they opened and received your messages. Services such as SurveyMonkey can be used
to create the surveys. I use a widget on my site to obtain feedback on what content
people want to see from me. . This information could then be compared with the
customer’s date of purchase to see how long it took them act on your message. (The
sales cycle)
• If at first you get a low response rate to your survey, you may need to offer an
incentive like a gift card for each completed survey or a chance to win a gift card in a
drawing; this would be dependent on your budget.

Today we receive a lot of mail.
Most of the time, a majority of the
mail that I receive is a solicitation
and/or junk mail. People are very
busy; as a result they will skim
their mail very quickly. They have
to think that your message is
compelling and relevant to them
within the first 30 seconds.
Otherwise, your mail will get
tossed in the trash.
Image via getorthocases.com
Direct Mail

• To make sure you get your mailing opened, you have to make sure that you are
directing your message to the decision maker. The decision maker will be different
depending on your product. It is important that your recipient see’s your message as
valuable. In your mailing, I would ask catching questions in terms of the person you
are trying to market to.
• For example, I would ask questions such as: Are you happy with your company’s
current sales and marketing results?, Are you satisfied with your company’s standing
in the marketplace?, Do you want to know how you can produce more?, If you lost
______ what would you do?, Do you have a backup plan in place if this happens?
The insurance industry does this when they want to sell insurance policies.
• You have to customize the message for your product or service. This message will
get the decision maker thinking because everyone wants to produce more. In other
words, you need a message that drives people to act.

• Another thing that you could do is to offer a free trial of your work. You could also
offer a discount to new customers. For example, you could offer a free consultation.
Also, if you are sending the mailing to existing customers, I would offer them rewards
for referrals. Make sure to provide a direct response card with paid postage for them
to mail back.
• Besides the copy and content of the message, it is important to make your mailing
visually appealing to your prospect. The copy should be clean, neat and easy to
read. Use colors and images that are visually appealing in your message. Make sure
that prospects are aware of your presence on social media sites by including badges
with link addresses.
• Make sure that your business address, phone number and website are included in
each piece of the mailing. This is a good precaution to take in case any piece of your
mailing gets lost.

Putting it All together
• I have presented a lot of information in this presentation. It
is a lot to take in. My hopes are that you will use it as a guide
as you create, implement and execute your 360 marketing
program.

About the Author
Dan is passionate about using Marketing to help
businesses drive sales. He has worked on various
marketing assignments that include a Start Up, Political
Campaign & a Digital Marketing Conference.
Prior to Teaching, Dan served customers as an Outside
Sales & Marketing Representative in the Dental industry.
In this role, he taught and trained Dentists on the
company’s products and services using a consultative
selling approach.
He also supported the company’s marketing efforts at
industry trade shows & in the field through lead
generation of Digital Technology along with large Dental
Equipment.
He writes and publish a business blog on the topics of
Sales, Marketing & Social Media entitled Sales, Marketing
& Social Media Today.
Dan is seeking a full time marketing role in New York
City. He is interested in roles in Direct, Digital, Content &
Social Media Marketing. If your company is hiring for
roles in these areas, contact him directly via a free
LinkedIn Message or email him

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