Attract & Captivate Your Customers, Online
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Transcript of Attract & Captivate Your Customers, Online
#antenna • antennasocial.ca
Attract & Captivate Your
Ideal Customers Online
Apr 2015
#antenna • antennasocial.ca
Agenda
• Make content, not ads
• Promote that content
• Antenna’s 4 Pillars of Sharable Content
#antenna • antennasocial.ca
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
#antenna • antennasocial.ca
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/
#antenna • antennasocial.ca
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/
#antenna • antennasocial.ca
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
#antenna • antennasocial.ca
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
#antenna • antennasocial.ca
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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What is Chipotle?
• A taco chain
owned by
McDonald’s
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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
#antenna • antennasocial.ca
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/
#antenna • antennasocial.ca
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/
#antenna • antennasocial.ca
#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
#antenna • antennasocial.ca
Attract & Captivate Your Audience, Online
• Put effort and
money into
content planning
& production