Attract & Captivate Your Customers, Online

33
#antenna antennasocial.ca Attract & Captivate Your Ideal Customers Online Apr 2015

Transcript of Attract & Captivate Your Customers, Online

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Attract & Captivate Your

Ideal Customers Online

Apr 2015

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Agenda

• Make content, not ads

• Promote that content

• Antenna’s 4 Pillars of Sharable Content

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What is Content Marketing?

• Attracting people

to your brand

through

interesting

content, rather

than interrupting

with a

promotional

message

• It’s about them,

not your brand

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What is Content Marketing?

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What is Content Marketing?

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What is Content Marketing?

#antenna • antennasocial.ca

What is Content Marketing?

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What is Content Marketing?

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What is Content Marketing?

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Inbound Marketing

• Using content marketing to

invite niche audiences to

your brand

• Building a relationship by

adding value

• The bulk of the cost is in

the content production

rather than expensive ad

space

Photos: Mathew G via flickr; https://creativecommons.org/licenses/by/2.0/

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Outbound Marketing• Reaching a mass

audience with a

promotional

message

• Bulk of cost is in

the media buy

Photos: Mathew G via flickr; https://creativecommons.org/licenses/by/2.0/

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Inbound Outbound

Digital Online Search

AdWords, Social Media,

Websites, Gated Content

etc.

Big Box

Leaderboards

Skyscrapers

Non-Digital

Yellow Pages

Referrals

Michelin Guide

Billboard

TV Commercial

Direct Mail

Social Ads

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Online Search Marketing (SEM)

• Digital inbound – people

are looking for the solution

your brand provides

• Goal is to improve ranking

on Google and Bing for

specific search terms

• Primarily done with content

marketing & AdWords

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What’s the Question?

• Behind every search there

is a user asking a question

• What is your target

audience searching for

before they even know you

exist?

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Looking for Solutions

• Get involved in

the conversation

happening in the

target audience’s

head

• Research – focus

groups, surveys

• Photos: N I C O L A via flickr; https://creativecommons.org/licenses/by/2.0/

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Provide Answers – Keywords

• Make a list of

search terms

related to the

question &

answer

• Add in

words/phrases

related to unique

position

• Cross-reference

with Google’s

Keyword Planner

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• Use through all of your

content, BUT…

• Be authentic

• Be relevant

• Avoid extensive

repetition

• Add value

Provide Answers – Keywords

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Provide Answers

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Watch Video: https://youtu.be/lUtnas5ScSE

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What is Chipotle?

• A taco chain

owned by

McDonald’s

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Promote That Content

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Paid Promotion, Online

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Paid Promotion, Online

• Segment your

target audience

• Pick your

platforms

• Determine a

budget

• Create content

• Promote the

content

• A/B Test

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Focus On Niche

• Segment target

audience into

niche groups to

enable you to

leverage their

unique interests

• Photos: D.C.Atty via flickr; https://creativecommons.org/licenses/by/2.0/

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Where Are They Hanging Out?

• Focus paid efforts

in the online

spaces where

your niche

audience is

hanging out

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Determine a Budget

• The more niche,

the more likely to

reach with a

modest budget

• The higher the

spend, the higher

the reach and

frequency

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A/B Testing

• Create slight

variations to your

content and test

which performs

better

• Or test one type

of content across

different audience

profiles

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Content That Connects

4 Pillars of

Sharable Content

Photos: lwao, Hamed Saber, Erich Ferdinand, takomabibelot via flickr; https://creativecommons.org/licenses/by/2.0/

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#1. Be Helpful

• Provide amazing tips to

make life easier for your

audience

• Share techniques

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#2. Be Emotional

• Pull on heart strings or be

funny...

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#3. Feel Exclusive

• People want to belong...

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#4. Be Awe Inspiring

People love to share bizarre

and quirky items

Watch video: https://youtu.be/Df7bkYR8bT8

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Attract & Captivate Your Audience, Online

• Put effort and

money into

content planning

& production