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Over of Inbound Marketing. Highlights the process of Educating Targets, Emotionalizing Content, Exposing Content, Escorting Prospects, Enlisting Subscribers, Engaging Communities, Encouraging Influencers, Empowering Advocates, Enabling Real-time Experiences and Examining Results
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SOCIAL MEDIA & CONTENT MARKETING
Dr. Jim Barry
May 2014
The 10 E’s of Inbound Marketing
Slide 2
Inbound Marketing: From 4 P’s to 10 E’s
EDUCATETargets
EMOTIONALIZEContent
EXPOSEContent
ESCORTProspects
ENLISTSubscribers
ENGAGECommunities
ENCOURAGEInfluencers
EMPOWER Advocates
EMBRACE Omni-
Channels
EXAMINEResults
10 E’s of Inbound Marketing
Slide 3
Educate Target Audience
•Connect Problem Solving to:
• Pain Points
• Buyer Journey
•Aim Content for:
• Utility
• Trust Building
• Timely Relevance
• Warm Selling
Slide 4
Educate Target Audience
Slide 5
Emotionalize Content
Slide 6
Exposing Content Through Social Media Channels
Publishing Content through
Social Media*Feature it on Facebook
Tweet It on Twitter
Grab Attention on Google+
Lead in on LinkedIn
Pin It on Pinterest
* Source: Social Media Examiner (Mike Bal) @ http://bit.ly/1etluuh
Slide 7
Escort Prospects for Lead Nurturing
Lead Nurturing through Rich
Content & Emails Permit:Lead qualifying while educating
Permission-based escorting of leads through sales funnel
Personalized responses from tracked content consumption
CRM TrackingContent Qualifying
Slide 8
Enlist Subscribers
Slide 9
Engage Communities
Engage Communities for:Relationship building
Content sharing
Brand advocacy
Engage Communities with:Events
Contests
Games
Slide 10
Encourage Influencers
Enlist Influencers for:Greater reach
Credibility
Higher conversions
Slide 11
Empower Advocates
Empowering Advocates to:Turn B2B/B2C to H2H (human
to human)
Trigger engagement
Spread a consistent story
“Employees are the biggest brand advocates”
Slide 12
EMBRACE Omni-ChannelsSocializing, Mobilizing, Localizing
Using SoLoMo Ad Audience Networks for Context Marketing
Using SoLoMo Apps for Real Time Marketing
Using SoLoMo Video for Customer Experience
Slide 13
Examine Results
Monitor & Examine for:Social Media ROI
Return on Influence
Return on Relationship
Return on Inbound Marketing
Slide 14
From 4 P’s to 10 E’s
EducateTargets
EmotionalizeContent
ExposeContent
EscortProspects
EnlistSubscribers
EngageCommunities
EncourageInfluencers
EmpowerAdvocates
EnableReal-time
Experiences
ExamineResults