47
Content Marketing Attract + Retain Customers

Content Marketing: Attract and Retain Customers

Embed Size (px)

Citation preview

Content Marketing Attract + Retain Customers

Tweet at us with #LocalVoxWebinar

What We Will Cover Today

What is content marketing?

Getting started

Types of content

Distribution channels

Measuring your efforts

Growth tactics

Resources

Q&A

Definition

Tweet at us with #LocalVoxWebinar

Definition

“Content marketing is the art of understanding exactly what

your prospects and customers need to know…[and] delivering

that content to them in a relevant and compelling way that will

grow your business.”

-- The Content Marketing Institute

Tweet at us with #LocalVoxWebinar

Engagement vs. Lead Generation

How do I generate more leads?

How do I engage qualified buyers?

Tweet at us with #LocalVoxWebinar

Content Marketing Will Help You:

Drive more traffic to your business

Boost your SEO

Build links

Create multiple touch points with customers

Tweet at us with #LocalVoxWebinar

So You Can:

Increase engagement with target audience

Position your business as an expert

Increase sales

Build awareness of your business

Generate more leads

Getting Started with

Content Marketing

Tweet at us with #LocalVoxWebinar

Define Your Target Market

What is the average age group of your market?

What is predominant sex?

Does the cost of your product/service impact who buys?

What is your industry?

Tweet at us with #LocalVoxWebinar

Select Keywords

Is this keyword relevant to your business?

Will searchers find what they are looking for on your site

when they search this keyword?

Can I make this more specific to my geographic area?

Tweet at us with #LocalVoxWebinar

Content Format

Where can I find my audience?

What type of content are they looking for?

What channel do they use most? (Social, blog, video,

newsletter, etc.)

How do you choose?

Types of Content

Tweet at us with #LocalVoxWebinar

Ideas to get you started:

How to guides

Lists (a la Buzzfeed)

Thought-leadership

Research + stats

Drives traffic to your

website via content you

create

Focus on specific

keywords to boost

discoverability

Post on a regular basis

(at least 1x a month)

Blogging

Tweet at us with #LocalVoxWebinar

Attract new customers

who may not be aware of

your business

Reward existing

customers and drive

repeat sales

Average improvement on

sales: 3-4x

Ideas to get you started:

Discounts

Bonus offers

Premiums

Free information

Coupons + Deals

Tweet at us with #LocalVoxWebinar

Connect with your

customers in a

meaningful way

Reach new audiences

Adds value to your

business’s

product/service offerings

Ideas to get you started:

Grand openings

Product launches

Seasonal

VIP

Events

Tweet at us with #LocalVoxWebinar

Keep current customers

up-to-date

Reach prospective

customers and covert

them

Good cross-promotion

vehicle

Ideas to get you started:

Announcements

Monthly updates

Q&A series

Specials

Newsletters

Tweet at us with #LocalVoxWebinar

300+ hours of video are

uploaded to YouTube

every minute

Narrate stories, persuade

prospects, impress your

customers

Unique platform to

integrate into your

marketing plan

Ideas to get you started:

Tutorials and how to’s

Behind the scenes

Testimonials

Share your expertise

Video

Tweet at us with #LocalVoxWebinar

Create guides of instructional material that is helpful to your consumers

Provide your customers

with helpful material

Authoritative format

Positions your business

as a marketplace leader

Good customer service

Ideas to get you started:

Original research

Complete guide to___

Step-by-step

Strategies

E-Books + White Papers

Tweet at us with #LocalVoxWebinar

Ideas to get you started:

• Ipsum

• Lorem

• Ipsum

• Lorem

Reach your customers on

a unique platform

Can take it on-the-go

Positions your business

as a marketplace leader

Local consumer is

increasingly mobile

Ideas to get you started:

Top 10 lists

Product Y vs. Product Z

“TED talks”

Expert interviews

Podcasts

Distribution Channels

Tweet at us with #LocalVoxWebinar

How Should You Distribute?

Tweet at us with #LocalVoxWebinar

Website

Content Authority Traffic

Tweet at us with #LocalVoxWebinar

Email

Businesses see $44 in sales for every $1 invested

Tweet at us with #LocalVoxWebinar

Social Media

71% of consumers are more-likely to make a

purchase based on a social media referral

Tweet at us with #LocalVoxWebinar

Mobile Websites #Mobilegeddon

8 Growth Tactics

Tweet at us with #LocalVoxWebinar

Create Sharable Content

Focus on format and ease sharing

Tweet at us with #LocalVoxWebinar

Use Keywords

Be discovered quickly + easily

Tweet at us with #LocalVoxWebinar

Lead to a Call to Action

What do you want your reader to do?

Tweet at us with #LocalVoxWebinar

Recycle Content

Repurpose and reuse on other platforms

Tweet at us with #LocalVoxWebinar

Link to Your Posts

Boost your search rankings

Tweet at us with #LocalVoxWebinar

Promote on Social

Publish Day

Next Day

Next Week

Next Month

Two Months

Create a schedule to stay on track

Tweet at us with #LocalVoxWebinar

Collaborate

Show your business to new customers

Tweet at us with #LocalVoxWebinar

Improve Site Speed

Don’t lose valuable customers!

Measuring Your Efforts

Tweet at us with #LocalVoxWebinar

Define Success

Questions to ask yourself:

How many people are consuming your content?

What channels are they using?

How frequently do they use it?

How do they interact with it?

Tweet at us with #LocalVoxWebinar

Align with Your Tools

How many people are consuming your content?

Unique pageviews (web)

What channels are they using?

Social media, blog, website, email

How frequently do they use it?

Overall pageviews (web)

How do they interact with it?

Comments, multiple pageviews (web)

Questions Tools

Tweet at us with #LocalVoxWebinar

Sharing Metrics

Understand more about “shares”

Which of your content pieces is being shared?

Who is sharing them?

How are they sharing it?

Where are they sharing it?

Tweet at us with #LocalVoxWebinar

Align with Your Tools

Which of your content pieces is being shared?

Articles, videos, emails, photos

Who is sharing them? Customers, leads, etc.

How are they sharing it? Facebook, Twitter, forwarding emails

Where are they sharing it? Social, blog

comments, email

Questions Tools

Tweet at us with #LocalVoxWebinar

Lead Metrics

Grow and improve the quality of leads

How does content nurture leads?

How does content increase the number of leads?

Does it improve the quality of leads?

Tweet at us with #LocalVoxWebinar

Align with Your Tools

How does content nurture leads?

Blog comments, repeat website visits

How does content increase the number of leads?

Google Analytics conversions, coupons

Does it improve the quality of leads?

Email metrics, geographic targeting

Questions Tools

Tweet at us with #LocalVoxWebinar

Sales Metrics

Figure out your return on investment

How does your content influence revenue?

Does content fill your sales pipeline?

Does content increase the loyalty of your customers?

Simple, Effective and Affordable

Local Online Marketing

Search

Social

Mobile

Email

Advertising

Website

PR

Lead Gen

Get your free SEO report today!

localvox.com/free-seo-report

Social Inbox

Visit localvox.com/solutions/social-inbox for a free demo!

See entire conversations on

1 screen

Smarter metrics

Enhanced photo-sharing

capabilities

Link all your networks

Additional Resources

Tweet at us with #LocalVoxWebinar

More Local Marketing Resources

eBooks

DOWNLOAD

localvox.com/resources

Blog

SUBSCRIBE

localvox.com/blog

Please use the chat feature in the webinar dashboard

OR tweet at us with #LocalVoxWebinar

If we don’t get to your question today, email us at [email protected]