Marketing in the Connected Economy
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The document discusses John Colley's approach to developing an integrated online marketing strategy. It covers key areas like understanding customers, defining the customer journey or funnel, analyzing the online landscape, developing educational content, creating offers and products, and integrating all of these elements together through a hub-and-spoke model with the company website at the center. The goal is to move customers through the funnel from initially finding the company online to becoming paying customers and eventually brand advocates. Analytics are also discussed as important to monitor effectiveness.
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Marketing in the Connected Economy
- 2. http://jbdcolley.com I Want to Tell You a Story... “Why Do We Have A Website?” © John colley 2013
- 4. The Six Minute Strategist Business Strategy, Frameworks for Growth © John colley 2013 http://jbdcolley.com How NOT To Be The Next Comet: Marketing In The Connected Economy April 2013
- 5. http://jbdcolley.com John Colley The Six Minute Strategist One Topic Six Points Six Minutes © John colley 2013
- 6. One Topic 2 4 6 5 3 1 © John colley 2012 http://jbdcolley.com Less Than Six Minutes
- 7. http://jbdcolley.com 4 Questions? Buy Online? Search Online Visit Comet? Searched at Comet, Bought Online? © John colley 2013
- 8. http://jbdcolley.com Today every business is in the publishing business © John colley 2013
- 9. http://jbdcolley.com Today the Question is No Longer: “Do We Do Online Marketing?” © John colley 2013
- 10. http://jbdcolley.com Today the Question is: “How Do We Do Online Marketing?” © John colley 2013
- 11. http://jbdcolley.com Outbound Marketing vs Inbound Marketing © John colley 2013
- 12. http://jbdcolley.com Where do you Start? © John colley 2013
- 13. Connected Marketing Funnel Content Integration Offerings Landscape Customers © John colley 2012 http://jbdcolley.com
- 15. http://jbdcolley.com Know Your Customer © John colley 2013
- 16. Customer Interaction How do they FindYou? How can you Connect How can you Transact? How can you Engage? What do they Want? Who are they? © John colley 2012 http://jbdcolley.com
- 19. The Social Media Funnel Know Me Trust Me Evangelise Me Pay Me Like Me Find Me © John colley 2012 http://jbdcolley.com
- 20. http://jbdcolley.com So,Where DO you Start? © John colley 2013
- 22. http://jbdcolley.com Find Me? Understand the Social Media Landscape © John colley 2013
- 23. Social Media Landscape Twitter YouTube Pinterest Linkedin Google + Facebook © John colley 2012 http://jbdcolley.com
- 24. http://jbdcolley.com Need to Know Your Customers Need to be Where your Customers are Need know Wants/Needs © John colley 2013
- 26. http://jbdcolley.com 5 Ps of Marketing Product Price Place Promotion Packaging © John colley 2013
- 27. http://jbdcolley.com 5 Cs of InBound Marketing Content Creation Curation Consumption Community © John colley 2013
- 28. http://jbdcolley.com Know Me Like Me Trust Me Its All about Content! © John colley 2013
- 29. http://jbdcolley.com Create content with two objectives: 1.build trust 2.educate © John colley 2013
- 30. Content Audio Images FAQs Email Video Written © John colley 2012 http://jbdcolley.com
- 31. http://jbdcolley.com Take a topic, Structure your comments Write a blog Record a Podcast Create a slide deck Record a screencast Create videos © John colley 2013
- 32. http://jbdcolley.com Group blog posts together, Create an ebook Group videos together, Create a course Send a newsletter Videos create a YouTube channel Audio on iTunes create a programme Integrate Content on your own Website © John colley 2013
- 34. http://jbdcolley.com Key Topics? What is important to your Customers what do they want to know? Six Points of Contact = Sale © John colley 2013
- 35. Offerings Free Trial Offering = Like Me Core Offerings = Pay Me Add-Ons = UpSell Pay Me Members Only Offerings = Extend Pay Me Sign Up Offering = Trust Me Starter Offering = Know me © John colley 2012 http://jbdcolley.com
- 36. http://jbdcolley.com So, Where DO you Start? © John colley 2013
- 38. http://jbdcolley.com Implementing an Integrated Social Media Strategy Bringing it all together... © John colley 2013
- 39. http://jbdcolley.com Customers Funnel Landscape Content Offerings Integration © John colley 2013
- 40. http://jbdcolley.com Hub and Spoke Hub = your website First objective capture email address Who? Permission marketing Email = Outbound marketing tool Social Media = in bound marketing © John colley 2013
- 41. Funnel Level 1 Find Me Interaction Strategy Visit Your Website Sign Up Consume Content Invite Contacts Social Media Presence © John colley 2012 http://jbdcolley.com
- 42. Funnel Level 2 Know Me Video Sign Up Start Here Page Call to Action Next Step Free Giveaway Landing Page © John colley 2012 http://jbdcolley.com
- 43. Funnel Level 3 Like Me Categories and Tags Find More Content Clear CTA Move thru Funnel Sign Up Navigate Blog Posts © John colley 2012 http://jbdcolley.com
- 44. Funnel Level 4 Trust Me Comments Educate Repurpose Content Inform Testimonials Content Builds Trust © John colley 2012 http://jbdcolley.com
- 45. Funnel Level 5 Pay Me Passive Income Multiple Income Sources Customer Needs Wants Products Services Information Scalability Business Model © John colley 2012 http://jbdcolley.com
- 46. http://jbdcolley.com Courses Tutorials Products Information Services Solutions Online & Offline © John colley 2013
- 47. Funnel Level 6 Evangelise Me Recommendations Social Proof Reinforce Other Levels Credibility Endorsements Comments © John colley 2012 http://jbdcolley.com
- 48. B2B or B2C Who are your Customers? Connect Transact Engage What do they Want/Need? Find Me? Where? © John colley 2012 http://jbdcolley.com
- 49. http://jbdcolley.com Two Last Thoughts... © John colley 2013
- 51. Tools Hootsuite Gist Twitter Search Google Keyword Tool Facebook Graph (new) Google Alerts © John colley 2012 http://jbdcolley.com
- 52. Follow/ monitor/ listen? Your Own Name Key Brands Keywords Competitors Your Company Thought Leaders © John colley 2012 http://jbdcolley.com
- 54. http://jbdcolley.com Key Metrics Google Analytics unique visitors Page Views Bounce rate Time on site © John colley 2013
- 55. http://jbdcolley.com Learn More? http://jbdcolley.com © John colley 2013
- 56. http://jbdcolley.com Thank You... Any Questions? © John colley 2013