Beyond the Beltway 2016: Insane ROI Academy

SESSION WILL BEGIN AT 7;30 A.M.

Agenda

Get To Know Your Government Clients

How To Build Your Brand Story

Government Market Plays

How to Generate Insane Leads

GET TO KNOW YOUR GOVERNMENT CLIENTS

GOVERNING AUDIENCE CONSUMPTION PREFERENCES

Harvey (2015)

Rank Topics

1 Public Policy

2 Management

3 Politics

4 Economic Development/Workforce

5 InfrastructureHarvey (2015)

GOVERNING TOPIC INTERESTS

Age Bracket Primary Secondary

<34 Public Policy Management

35-44 Technology Public Policy

45-54 Management Public Policy

55-64 Management Public PolicyHarvey (2015)

GOVERNING TOPIC INTERESTS

GOVERNMENT SOCIAL BEHAVIOR

69% Use Social Media For Professional Purposes

Harvey (2015)

52%

HOW TO BUILD YOUR BRAND STORY

“Purposeful stories are great because they take information and make it accessible.”

Adapted from Tell to Win by Peter Guber

Peter Guber, Tell to Win

Formula for Creating a Purposeful Story

1 2 3

Challenge Struggle Resolution+ +

Adapted from Tell to Win by Peter Guber

for Government

Challenge Struggle Hook market attention with challenge or question that hits market pain-point or raises awareness of unexplained one.

Resolution

+ +

Use data, examples and strategic content to unpack the challenge into accessible pieces.

Create a call-to-action that is bundled with your solution.

Adapted from Tell to Win by Peter Guber

Formula for Creating a Purposeful Story for Government

GOVERNMENT MARKET PLAYS

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

P Identify & TargetPLAYS

Create a Buyer’s Journey

Identify a Critical Market Path

Tap Into External Market Data

1 2 3

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

Create Content to Provoke Curiosity

and Frame the Market Problem.

Inform & ActivatePLAYS

21 3Create

Opportunities To Educate The

Market

Create Content to Activate Your

Potential Customer

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

Create or Host Market

Resources

Build Awareness & Trust PLAYS

Build Brand Visibility

1 2

Develop a Point-of-View

3

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

Engage & NetworkPLAYS

1Create

Opportunities to Unpack Your

Story In-Person

2

Use Events To Gather Valuable

Intelligence

3

Bundle Content Call-to-Actions at

Events

Identify & Target Inform & Activate Build Awareness & Trust

Engage & Network Convert & Build

Government Market Plays

Convert & BuildPLAYS

Create Content That Addresses A Market Pain Point

Design Content For Sharing

Break Content Into Elements That Can

Be Cross-Promoted

1 2 3

HOW TO BUILD INSANE LEADS

Gated AssetLead Prospect

STANDARD LEAD GENERATION

STANDARD LEAD GENERATION

Leads

Time

INSANE LEAD GENERATION

“EXPONENTIAL”Leads

Time

Gated AssetLead

INSANE LEAD GENERATION

Tweet with Infographic

Video Article on Linkedin

Sponsored Article

Newsletter

Prospect

Prospect

Prospect

STEP 1 - IDENTIFY 1 PIECE OF CONTENT

eBook Case Study Market Research

Issue Brief Guide

Whitepaper

Solution Spotlight Industry Report

Or Any Other Content You Would Normally Gate.

STEP 1 - IDENTIFY 1 PIECE OF CONTENT

eBook Case Study Market Research

Issue Brief Guide

Whitepaper

Solution Spotlight Industry Report

Or Any Other Content You Would Normally Gate.

✔

STEP 2 - PICK 3 PLATFORMS

Industry Newsletter

Linkedin Corporate Post Twitter

Web Advertisement Speaking

E-mail Drip

Corporate Blog Slideshare

Linkedin Group Event Handout Direct Mail Adwords

And Much More!

STEP 2 - PICK 3 PLATFORMS

Industry Newsletter

Linkedin Corporate Post Twitter

Web Advertisement Speaking

E-mail Drip

Corporate Blog Slideshare

Linkedin Group Event Handout Direct Mail Adwords

And Much More!

✔

✔

✔

STEP 3 - PICK A 3 CONTENT HOOKS

Infographic Statistic or Fact

Expert Perspective Google Hangout

Quote

Free Chapter PowerPoint

Animated GIF Event Handout Direct Mail Adwords

And Much More!

1-minute Video

STEP 3 - PICK A 3 CONTENT HOOKS

Infographic Statistic or Fact 1-minute Video

Expert Perspective Google Hangout

Quote

Free Chapter PowerPoint

Animated GIF Event Handout Direct Mail Adwords

And Much More!

✔

✔

✔

eBook

Industry Newsletter

Twitter Post

Slideshare

Statistic or Fact

Free Chapter

Step 1 - Channel Step 2 - Content Hook

Gated Content1-minute Video

STEP 4 - EXECUTE

HOW TO CALCULATE ROI

ROI = $150,000 - $50,000 $50,000 X 100

(Gain From Investment) (Investment)

(Investment)(To Put In Percent Form)

ROI = 200%

TEXT

CHANNEL SPECIFIC ROI CALCULATIONS

TEXTTEXT\

$ GENERATED=# OF CHANNEL ACTIONS CHANNEL VALUE PER ACTION

TEXTTEXT\

$ GENERATED (MONTH)=# OF CHANNEL IMPRESSIONS (MONTH) CHANNEL VALUE

PER IMPRESSION

TEXTTEXT\

$1,000,000 GROSS SALES =500,000 IMPRESSIONS

$2 SALES PER IMPRESSION

Questions?

bit.ly/iwantinsaneroiRESOURCES

DOWNLOAD INSANEROI RESOURCES AT

Dustin HaislerChief Innovation Officer

dhaisler@erepublic.com

Photo Credit: Chase Lindberg