IRBA interactive marketing workshop
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The document provides a comprehensive guide on effective content creation and management strategies for businesses. It emphasizes the importance of understanding the target audience's needs and utilizing various platforms including email and social media to deliver valuable content. Key recommendations include organizing content effectively, leveraging search engine optimization, and employing best practices for audience engagement through various communication channels.
IRBA interactive marketing workshop
- 1. Joe Smith designer, developer Download this presentation from slideshare.net/artdudejoe/
- 3. Content For Interactive Evaluate It Shape It Organize It Searchable It Social Media It Email It Mobile It Video It
- 4. Content is King Why? Sticky Search Search Re-usable Followable Search Search Relatable Search
- 5. Companies have become their own media outlet
- 6. Your Current Content Take a web inventory Text content Title Images Butt on Title Forms Met a Title n G raphics scriptio Meta De
- 7. Weed Out Redundant Out-of-date Trivial Unclear Inaccurate
- 8. Other Sources of Content News releases Media Mentions Your Locations Key Players Printed Materials Products & Services
- 10. Effective Content Creation Identify what prospects want Not what you think they need People are thinking about solving problems Not about trees.
- 11. Ideal Customer First Name Gender Age Neighborhood Family Situation Job & Salary Own a pet Conservative, Moderate or Liberal Car
- 12. Ideal Customer’s Lifestyle What are their fears? What do they get from you? What are their biggest dreams? What are their nightmares? What proof do you have? Write a letter Write an article.
- 14. Menu Driven Organization Home About Us Locations News Products “New Red Up Town Widget Regular Arrives” “United Way West Hills Donations Deluxe Delivered” “Summer Hours South Gate Start Saturday” Pro
- 15. Content Management Systems Uses Organize your content Update content at any time Search engine bait Custom content like images and video
- 17. Custom CMS Flexible design Complete integration Simpler usability
- 18. Home Menu as Message Above the ‘fold’ Story after the ‘fold’ Home is not for everything Start with simplest
- 19. Questions about Content Management & Organization?
- 20. Search
- 21. Good Search Starts with good content
- 22. Searchable Text Page Titles Meta Descriptions alt you images <h1>Headline</h1> Avoid text in images google.com/webfonts Avoid framesets
- 23. Search Use HTML5 for media
- 24. Search Link Seeding Relevant Links Reciprocal Links Social Media
- 25. Pay Per Click
- 27. Social Media Gather Followers Expert Tips News Specials
- 28. Social Media Conversation with Customers Conversation Starters Encourage Responses Respond
- 29. Social Media Outlets facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare
- 30. Social Media Facebook Make a company page Create local business pages Enter your location Create a “Like Me” page Give reasons why to like Update status weekly Use URLs in posts
- 31. Social Media Twitter Get an account Brand your page Follow related people and businesses Tweet 4 times a week Use shortened URLs in posts
- 32. Social Media Google+ Don’t use your personal gmail Create a business gmail account Make a business page Register locations Add people to your circles Post weekly updates
- 33. Social Media facebook Google+ Yelp! foursquare Add your location to all of these Enter descriptions Upload photos
- 34. Questions about Social Media?
- 35. Video Attention grabber Immersive. Don’t do crappy video Use a tripod, please Less than 3 minutes Host videos on YouTube or Vimeo
- 36. Email Marketing Michelle Kimball
- 37. Email Marketing Is… delivering professional email communications to an interested audience containing information they find valuable.
- 38. Email Service Providers automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes Improves email delivery, tracks results and obeys the law
- 39. Build Your List Where You Connect! Service or Sales Calls Events and Meetings Email Signature Customer & Prospect Database In-store Guest Book Website Signup
- 40. I want to… Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals
- 41. Provide Value to Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips savings quality knowledge
- 42. Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action= Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships
- 43. Frequency & Delivery Time How often to send Create a master schedule Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency
- 44. Frequency & Delivery Time When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal parts Send at different times and compare results
- 45. Getting Email Opened The “From” line Use a name your audience recognizes Include your organization name or brand Refer to your business in the same way your audience does
- 46. Mobile Detect mobile device Go to a separate site Some of the same content Format to look good on tiny screens Use location service
- 47. Questions?