Digital Marketing: How To Win Online
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This document provides frameworks for creating a customer content journey. Framework 1 involves attracting customers, converting visitors, closing leads, and delighting customers. Framework 2 involves seeing, thinking, doing, and delighting customers with different types of content. The winning formula combines these frameworks into a customer content journey that maps content to different parts of the customer funnel based on personas, their pains/pleasures, and a timeline. This ensures the right content reaches customers at the right times.
Digital Marketing: How To Win Online
- 2. What Is Winning? Framework 1 Stranger to Advocate Customer Journey Framework 2 See, Think, Do, Delight Content Journey
- 3. When youve got media Earned Owned Paid How Do I Know When Ive Won?
- 4. Why do I have to win?
- 5. If you dont someone else will!
- 8. Customer Journey Framework 1
- 9. How to attract customers Creating blogs about your business and everything in between Starting conversations on social media about subjects topical to your products and services Answering peoples questions on social media Using keywords in your marketing for when people search on Google
- 10. How to convert visitors Create compelling call to actions Tell people what you want them to do Use strong verbs Make people think less Use forms to capture data Make the most out of your databases
- 11. How to close leads Create email marketing workflows Give them a call Take online offline Use promotions Data capture & enquiries Landing pages
- 12. How to delight customers After-sales service Email more relevant content Tailor content based on purchases Send out a survey monkey
- 13. @googledave Persona has a problem but is not aware of the solution SEE Has a problem and is researching the solutions THINK Aware of your solution, convince them! DO Theyre a customer encourage to buy and share more DELIGHT Content Journey - Framework 2
- 14. What is SEE content? Entertaining Targeted at everyone Ideal for brand building Building awareness The aim is to make people aware of you!
- 15. What is THINK content? Educational Targeted at target audience Ideal for explaining product/service Building interest The aim is to create leads!
- 16. What is DO content? Convincing Targeted at qualified leads Ideal for persuading Building trust The aim is to create conversions and customers!
- 17. What is DELIGHT content? Inspiring Targeted at customers Ideal for sharing Builds referrals The aim is to make customers brand advocates
- 18. The Winning Formula Framework 1 Customer Journey + Framework 2 Content Journey = Customer Content Journey
- 21. Creating a customer content journey
- 25. Start with WHY Create personas Identify their pains and pleasures Match products and services to personas Create a timeline Map different content to parts of the funnel
- 27. Outcome
- 29. Influencer Tools
- 32. Content Tools
- 34. @googledave
- 39. What tone of voice do they use? What content works well for them? What times do they seem to get the most engagement? Competitor Research
- 46. Social Media
- 48. Summary Creating a customer journey Creating a content journey Personas Influencers Content Social Media