Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
From Content to Context:
or, How to Do the Marketing Tango




                          #b2bcamp   @stevehaase
Why Context
Context Boo:




                             #b2bcamp   @stevehaase
Context Hooray:




                  #b2bcamp   @stevehaase
What is Context?
1. The critical differences between the various
   segments of your market.
2. The phase your relationshi...
Creating Segments

1.   Determine who your personas are. Start by asking, “What are the
     meaningful distinctions betwe...
Relationship
• Where is someone at in the buying journey with you?
  A simple framework for this could be:
   • Awareness
...
Let’s Build the Content/Context Matrix!

                 (Persona 1)    (Persona 2)

Awareness

Evaluation

Purchase




...
What Content Can You Contextualize?
•   Email (easy)
•   Offers (easy)
•   Smart forms on your offers (advanced)
•   Blog ...
Let’s Take it Across the Line



Exercise: Go back to your matrix and
create ideas for personalized content
for both of yo...
Prochain SlideShare
Chargement dans…5
×

sur

How to Personalize Your Marketing Slide 1 How to Personalize Your Marketing Slide 2 How to Personalize Your Marketing Slide 3 How to Personalize Your Marketing Slide 4 How to Personalize Your Marketing Slide 5 How to Personalize Your Marketing Slide 6 How to Personalize Your Marketing Slide 7 How to Personalize Your Marketing Slide 8 How to Personalize Your Marketing Slide 9
Prochain SlideShare
CRAZE Conference: Digital Marketing in an Inbound World
Suivant
Télécharger pour lire hors ligne et voir en mode plein écran

0 j’aime

Partager

Télécharger pour lire hors ligne

How to Personalize Your Marketing

Télécharger pour lire hors ligne

At the 2012 Inbound Marketing Conference, keynote speaker Gary Vaynerchuk said, "If content is king, then context is God." My presentation at the Boston B2B Camp in September sought to dive deeper into what Vaynerchuk meant by this, and develop ways for marketers to bake context into their work. This presentation outlines the topics covered in the talk. Enjoy!

If you have any further questions, or would like me to present at your next conference, please email me at steve@haasemarketing.com.

  • Soyez le premier à aimer ceci

How to Personalize Your Marketing

  1. 1. From Content to Context: or, How to Do the Marketing Tango #b2bcamp @stevehaase
  2. 2. Why Context Context Boo: #b2bcamp @stevehaase
  3. 3. Context Hooray: #b2bcamp @stevehaase
  4. 4. What is Context? 1. The critical differences between the various segments of your market. 2. The phase your relationship is at with each individual in those segments. #b2bcamp @stevehaase
  5. 5. Creating Segments 1. Determine who your personas are. Start by asking, “What are the meaningful distinctions between my different customers?” 2. Gather the data that will tell you which persona best describes each new lead on your website. Touch points for this data include: - Specific pages viewed - Forms filled out - Answers on those forms (e.g. geography, job title, biz size) - Items purchased - Offline conversations with sales and/or support - Emails clicked Exercise: • Develop two different personas for your business, based on the distinctions above. #b2bcamp @stevehaase
  6. 6. Relationship • Where is someone at in the buying journey with you? A simple framework for this could be: • Awareness • Evaluation • Purchase #b2bcamp @stevehaase
  7. 7. Let’s Build the Content/Context Matrix! (Persona 1) (Persona 2) Awareness Evaluation Purchase #b2bcamp @stevehaase
  8. 8. What Content Can You Contextualize? • Email (easy) • Offers (easy) • Smart forms on your offers (advanced) • Blog posts (easy) Note: Search engines will make the contextual match based on what the searcher typed. • Web page content (advanced) e.g. CTAs, dynamic pages, requires special software • Adwords (easy) • Retargeted ads (medium) • Mobile friendly site (medium) #b2bcamp @stevehaase
  9. 9. Let’s Take it Across the Line Exercise: Go back to your matrix and create ideas for personalized content for both of your personas, at each stage of the buying cycle. Use the completed matrix to guide your future content creation. #b2bcamp @stevehaase

At the 2012 Inbound Marketing Conference, keynote speaker Gary Vaynerchuk said, "If content is king, then context is God." My presentation at the Boston B2B Camp in September sought to dive deeper into what Vaynerchuk meant by this, and develop ways for marketers to bake context into their work. This presentation outlines the topics covered in the talk. Enjoy! If you have any further questions, or would like me to present at your next conference, please email me at steve@haasemarketing.com.

Vues

Nombre de vues

1 048

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

263

Actions

Téléchargements

4

Partages

0

Commentaires

0

Mentions J'aime

0

×