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Audience Aggregation – What & Why?
Audience Aggregation
Audience Aggregation in Politics
Audience Aggregation on Facebook
Audience Aggregation on Twitter
Audience Aggregation on Email
Why Aggregate Audience?
• Support your content marketing efforts
– Have a base set of audience to promote your content
• Engage potential customers over long term if they are not ready to buy yet
– Create more opportunities to convert
Audience Aggregation Cycle
Audience
Nurturing Content
Harvest
Audience Aggregation Model
Content Marketing
Audience
Audience Aggregation Model
Content Marketing
Audience
Lead Harvesting Through Inbound Interest
Lead Harvesting Through Call To Action
Support Content Marketing
QuickSprout Email Promotion
KISSMetrics Twitter Promotion
KISSMetrics Link Click Stats
Hubspot Facebook Promotion
Hubspot Link Click Stats
Hubspot Content Spraying
Trak.in LinkedIn Promotion
Engage Potential Customers Over Long Term
State of Potential Customers
☐ Knows about the opportunity
☐ Aware of your product
☐ Trusts your brand
☐ Has a sense of urgency for purchase
☐ …
Planting & Nurturing Ideas
Knows about the
opportunity
Aware of your product
Trusts your brand
Has a sense of urgency for
purchase
…
Funnel Dropouts
Funnel Dropouts X%
Re-Funnel The Dropouts
Funnel Dropouts X%
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Convince About Opportunity
Educate About Usage
Educate About Usage
Educate About Usage
Create a Sense of Urgency
Create a Sense of Urgency
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Trigger Purchase Action
Audience Aggregation - How?
#1 Select Distribution Channel
How do you reach your Audience?
• Social Platforms
– Facebook, Twitter etc
• Forums / Community Sites
Criteria to Select Distribution Channel
• Reach – Email > Facebook > Twitter
• Content Publishing Frequency – Low frequency favors Email
• Content Consumption Pattern – Inline consumption favors Social Platforms
• Profiling, Personalization & Targeting – Email
• Channel Stability – Email > Proprietary Platforms
It’s not a game of this or that. Go for multiple if that makes sense.
This session is further built for Email as Distribution Channel
#2 Select the Email Distribution Tool
Email Distribution Tools
• MailChimp
• Aweber
• …
#3 Build Your Audience
Ask for Email
Leverage Existing Data
• Customers
• Leads / Prospects
• Personal Network
• Business Associates
#4 Setup Content Machinery
#4.1 Choose Content Type
• Webinar
• Industry Reports
• Guides
• Blog
• …
#4.2 Decide Content Buckets & Schedule
☐ Education about the opportunity
☐ Awareness for your product
☐ Trust for your brand
☐ Sense of urgency for purchase
☐ …
#4.3 Content Creation Process
• Sourcing of Content
– In-house / Outsource / Combination
• Maintaining Content Pipeline
• Sustaining it over long run
#5 Plan the Customer Journey
Modeling Customer Journey
Email Lead Lead Generation CTA
Content Page Content Link CTA
Lead Generation CTA
ConversionXL Email Content
Goes to Blog
Becomes Lead
ConversionXL Blog Page
Modeling Customer Journey
Email Lead Lead Generation CTA
Webinar Page Webinar Registration CTA
Lead Generation CTA
Confirmation Email
On Registration
Lead Generation CTA
Reminder Email
Lead Generation CTA
Webinar Lead Generation CTA
#6 Segment & Target
42inception Webinar Promotion Walkthrough
42inception Webinar Promotion
• Webinar Invitation Mail Customized for
– Registered users of 42inception
– Online Course Leads
– Old Prospects / Alumni
– Email Database
42inception Webinar Summary
• Post Webinar Summary / Video Mail
– Those who attended webinar
– Those who registered but did not attend
– Others
• Registered Users
• Old Prospects / Customers
• Online Course Leads
Possibilities
• Geography based Targeting
• Interest Based Targeting
• …
Summary
1. Select Distribution Channel
2. Choose Distribution Tool
3. Build Your Audience
4. Setup Content Machinery
5. Model Customer Journey
6. Segment & Target
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