1. Growing Your Business With
Content & Social Media
Marketing

2. Director of
Marketing
………….
@chrishvaughn
@digitalsherpas
Chris Vaughn

3. Did You Know:
75% of US businesses still
don’t have a website?
Source: US Census Bureau, 2012

4. Creating a New Storefront

6. Your Most Valuable Marketing Asset

9. In 2012, Sick Of Paying For
Traffic and Leads, We Made a
Commitment to Content
Marketing
In 2013, we published over 450
blog posts, created over 20
eBooks and hosted more than 10
webinars

10. September 2012 – 2,033
Organic Visitors
March 2014 – 13,335 Organic
Visitors

11. “The Cost of Being Wrong is
Less Than the Cost of Doing
Nothing”
- Seth Godin

12. The Inbound Marketing Lifecycle
Thinking About Marketing In A Whole New
Way

13. Stage 1: Discovery

14. Web Visitors
How Do People Find You?
• Organic Search Results
• Blogging
• Social Media
• Paid Search & Display Advertising
• Referrals (People you know)
• Direct Traffic (People who know you)

15. Stage 2: Conversion

16. Leads
How Do You Capture Leads?
• eBooks
• Webinars
• E-mail newsletter signup
• Contact Forms
• Call Tracking
• Other Landing Pages
• Blog subscription

17. Stage 3: Nurturing

18. Customers
How Do Create New Business?
• Free Consultation
• Product Demonstrations
• E-Mail Nurturing
• Free Trials
• Samples

19. Stage 4: Delight

20. Brand Ambassadors
How Do We Create Customers
Who Sell?
• Continued Education
• E-Mail Nurturing
• Free Upgrades or Giveaways
• Community building on social media
• Exceptional customer support
• Testimonials on website
• Referral Programs

21. First Time Visitors Leads
Customers
Ambassadors
Leads
Customers
Ambassadors First Time Visitors

22. Did You Know:
4 out of 5 consumer inquiries
go unanswered on social
media?
Source: Sprout Social, 2014

23. Using Social Media As a Tool
to Generate New Business

25. ENGAGEMENT TIPS
• DO ask leading and help-oriented
questions like “How can we help” or “What
city are you looking for an apartment in?”
• DON’T spam with a link immediately.
Social consumers are SMART and will
tune you out
• DO show personality and have fun. Social
consumers like to know they are dealing
with real people

27. ENGAGEMENT TIPS
• DO have resources for the consumer
ready quickly when they engage. Social
users have short attention spans
• DON’T reply without a link to content or a
listing. This conversation is now in a
selling stage
• DO ask a follow-up question with the link
you provide such as “What are your
requirements for the perfect apartment?”

30. ENGAGEMENT TIPS
• DO follow up with the consumer after an
appropriate amount of time to close the
service loop
• DON’T keep sending them messages until
they reply.
• DO use success stories like this as case
studies to show consumers how much
easier your brand can make the process of
apartment hunting

32. Meaningful Reporting to
Measure All Your Efforts

36. http://content.digitalsherpa.com/
marketing-report
Offer For Webinar Attendees:
Marketing Report Template

37. http://www.digitalsherpa.com/cont
act/
Thanks for watching!
chris@digitalsherpa.com
http://logmycalls.com