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Find out how a fully developed content strategy allows for the easy implementation of an inbound/relationship marketing strategy. Make your content a profit center by driving leads and moving your clients through the purchase process; establish relationships with clients not ready to purchase now to keep your organization at the top of their minds until they are ready. By utilizing the tools of content strategy and a variety of communications channels (blogs, email and social media), you can use already existing content or plan new content to implement a relationship strategy that supports your business goals. In fact, without content strategy, relationship marketing can’t work!
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Let’s Get It OnRelationship Marketing IS Content Strategy
1@JLopataCS
What’s Going On?• Who & Why• What• Why• How
2@JLopataCS
Joe LopataContent Strategist, Quicken Loans
#jlo #RarelyCommon#NotSlimShadyEvenThoughWe’reBothFromMetroDetroit
Facebook | Twitter | LinkedIn
My Name Is
3@JLopataCS
Quicken Loans
4@JLopataCS
What People Feel When They Need a Mortgage
5@JLopataCS
The Buying Cycle
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Quicken Loans Zing Blog
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• Building bridges between content strategy and marketing
• Turning your content into a profit center
• Alternative ways to get your content strategy implemented
Why This Topic?
(For fun, Google “Why Must I Cry”)
8@JLopataCS
Can I Get a Witness?
9@JLopataCS
What Is Relationship Marketing?
10@JLopataCS
Too Busy Thinking About My Baby
“Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.”
Forbes 5/9/201311@JLopataCS
Example: Business Travelers
12@JLopataCS
This Is the Expectation
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But, Reality
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Content Focused
15@JLopataCS
Relationship marketing is designed around developing strong connections with customers by directly providing them with information that is tailored to their needs, wants and interests.
Gregory Ciotti, HelpScout.net
Pause
16@JLopataCS
Why Relationship Marketing?
17@JLopataCS
Short answer: Step 1: Decide to do relationship marketingStep 2: ?Step 3: Profit
“Relationships” Are Different in the Digital Age
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Ain’t That Peculiar?
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The bottom line: We don’t want to be sold to, we want to be educated.
Mike Lieberman, Hubspot.com
Profit
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Profit
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It costs 6 to 7 times more to acquire a new customer than retain an existing one.
Bain & Company
Profit
22@JLopataCS
The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%.
Marketing Metrics
Profit
23@JLopataCS
An additional 5% retention in customers over their collective lifetimes results in an 85% to 125% increase in company margin over that same time period.
Frederick Reichheld, “The Loyalty Effect”
Got to Give It Up
24@JLopataCS
70% of businesses agreed that “it is cheaper to retain than acquire a customer.”Econsultancy/Responsys Cross-Channel Marketing Report 2013
You’re All I Need to Get By
25@JLopataCS
Don’t forget about #DatBuyingCycle
Right contentRight timeRight toneRight personaRight format
Pause
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How Relationship Marketing?
27@JLopataCS
5 Keys to Relationship Marketing
28@JLopataCS
1. Goal is relationships, not immediate conversions
2. Must be client focused
3. Must be long-term focused: Lifetime, not transactional, value
4. Must foster two-way communication
5. Must be emotionally focused -Aiming for loyalty and trust
Emotional Connection
29@JLopataCS
If I Could Build My Whole World Around You
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In It for the Long Haul
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Repeat Business
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Communication
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Customer Service Must Be a Conversation
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• Client feedback: Surveys and other tools
• Social communities
• Overarching guidelines: Must be in your DNA
• Continuous improvement
• Innovation
• Talk to customers, not at them; let them know they are valued
• Follow up
Customer Service Must Be a Conversation
36@JLopataCS
Are you really as customer focused as you claim to be?
“With so much customer focus why am I not drowning in thank you cards?”
Maz Iqbal, CustomerThink.com
How Sweet It Is
37@JLopataCS
Content Strategy Is Relationship Marketing
38@JLopataCS
Content Strategy and the Blog
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• Editorial calendar
• Style guide
• Voice and tone guidelines
• Personas
• Multiple uses of content
– Social
–Nurturing
– Source of video and podcast content
Home Works Email
40@JLopataCS
How Social Media Fits In
41@JLopataCS
Three ways to use social media to support relationship marketing:
• Cultivate relationships
• Manage expectations
• Real-time engagement
Andrea Nica, SocialMediaStrategiesSummit.com
Social
42@JLopataCS
How We Decide What to Write
43@JLopataCS
• Info resource for clients in market
• Client pain points
• Things outside of our core business (life, home, money)
Success
44@JLopataCS
• Visits: Started at 60K, now around 150K
• Leads: Around 4,200 per month
• Email success
– Two audiences for Home Works
– Other email uses
• Boosts SEO
• #WhiteElephant
But Don’t Sacrifice the Marketing for the Relationship
45@JLopataCS
Relationship marketing is about getting the customer to stick around long enough to keep shopping. And it’s about making sure that customer comes back next time to buy more stuff.Naomi Dunford, CopyBlogger.com
Other Examples
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NASCAR
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O2 Max Fitness
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Conclusions
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Good content can help you build relationships and drive sales, if…
• You think about the bigger picture and can be patient.
• You can create an emotional connection.
• You listen.
#JustLikeRealLife
