3. Agenda:
Use Content to Meet
Customer Needs 1 Score Your Leads 5
Landing Page Alignment 2 User Retargeting 6
Amplify Your Reach Analyze Channels
with Social 3 & Assets 7
Connect with CRM 4
3
4. 1
•2
Use Content
to Meet
THE SOCIAL
Customer
PROFILE
Needs
13. The Anatomy of a Search Result “Snippet”
TITLE TAG
68 characters
HTML:
<title> ... </title>
DESCRIPTION TAG
First 160 characters
HTML:
<meta
name=“description”
content=“…” />
18. Promises
1 Make sure your page title and copy
match why/how your visitor arrived
2 Make information simple to access
3 If coming through paid search or display
ads, make sure content look and feel match
35. SOCIAL ADVERTISING
the first form of advertising that can leverage the traditionally “offline”
tactic of social influence (peer recommendations).
It also allows marketers to strategically amplify their brand messages by
enabling them to reach the right people with the right messages in various
stages in the customer lifecycle.
36. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data
37. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data
2 Amplify your message through mouth at scale
38. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data
2 Amplify your message through mouth at scale
Unlock the opportunity: drive
3 reach via Friends of Fans
46. Three Key Characteristics
Some of the most critical distinctions you need to make in your marketing database.
Leads/Contacts People who convert on
your landing pages.
Marketing
Qualified The # of leads/contacts you
Leads qualify for sales follow-up.
The # of customers emerging
Sales
from the top of the funnel.
46
48. Different Point Value to Different Stages
Assign a grade based on the demographics and behavior of your prospects.
Leads/Contacts
Grade/Point Value: 30
Marketing
Qualified
Leads Grade/Point Value: 60
Sales
48