Multichannel content strategy how to build awareness, customers revenue

@PRNewswire @CNWGroup Matt Heinz President Heinz Marketing www.heinzmarketing.com @HeinzMarketing... @PRNewswire @CNWGroup Housekeeping • Copy of this deck • Offers for you • Send me an

featuring:

@PRNewswire

@CNWGroup

Matt Heinz

President Heinz Marketing www.heinzmarketing.com

@HeinzMarketing

@PRNewswire

@CNWGroup

Housekeeping

• Copy of this deck

• Offers for you

• Send me an email ( matt@heinzmarketing.com ) noting what you want

@PRNewswire

@CNWGroup

I am serious about bacon

Five keys to multi-channel content strategy

1 Do the math (quantify what success looks like)

2 Create a clear customer profile

#NavigateCrisis

@PRNewswire

@CNWGroup

Calculating what you

need Meaghan ASP $ 65,000

Jennifer ASP $ 75,000

John ASP $ 80,000

Opp/Close % 25.0%

Lead/Opp % 5.0%

Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Meaghan Sales # 1 1 2 3 2 4 Jennifer Sales # 1 2 2 2 2 2

Total Sales # 2 3 4 5 4 7

Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000

Meaghan Pipeline # 4 4 8 12 8 16 Jennifer Pipeline # 4 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 Total Pipeline # 12 16 20 24 24 28

Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 Meaghan Leads 80 80 160 240 160 320 Jennifer Leads 80 160 160 160 160 160 John Leads 80 80 80 80 160 80

#NavigateCrisis

@PRNewswire

@CNWGroup

One slide to rule them all

#NavigateCrisis

@PRNewswire

@CNWGroup

Defining & developing trust

Trust = (relationships + content)

X reputation

#NavigateCrisis

@PRNewswire

@CNWGroup

Only two sales stages matter

#NavigateCrisis

@PRNewswire

@CNWGroup

Only two sales stages matter

#NavigateCrisis

@PRNewswire

@CNWGroup

The buyer’s journey

#NavigateCrisis

@PRNewswire

@CNWGroup

Marketing plan in 5 questions

1 What/who are your targets?

• Direct & indirect users, influencers

• Address entire buyer ecosystem

2 What do they care about? What outcome are they seeking?

3 Where do you find them?

4 What or who influences them?

5 How do they want to engage and (eventually) buy?

#NavigateCrisis

@PRNewswire

@CNWGroup

Other planning best practices

1 Campaigns vs programs vs “sends”

2 Know the objective (content is the drill, what is the hole??)

3 What is the customer point of view?

4 What stage of the buyer’s journey are you addressing?

5 What is the customer context (i.e how and when will the content be received?)

6 What is the right format?

7 How will content integrate with other channels or outreach efforts?

#NavigateCrisis

@PRNewswire

@CNWGroup

@PRNewswire

@CNWGroup

One framework to rule them all!

Industry Company Persona

Buyer’s Journey Insights Attention/Engagement Believe/Commit Believe/Commit To Me

Engage Educate Mobilize Convert Editorial Calendar Planning Internal External SME Crowd-Sourced

Created Curated Written Video Audio Presentation Live/Recorded Blog Social Third Party Site Offline Influencers

Email Lists Social Influencers Social Shares Influencers Employees/Customers Engagements Clicks Leads Opportunity Conversion

Target

Focus Areas

Context

Objective

Topics

Input Source

Content Type

Content Format

Publish

Distribute

Amplify

Measure & Convert

#NavigateCrisis

@PRNewswire

@CNWGroup

@PRNewswire

@CNWGroup

Housekeeping

• Copy of this deck

• Offers for you

• Send me an email ( matt@heinzmarketing.com ) noting what you want

@PRNewswire

@CNWGroup

Questions?

Matt Heinz

President Heinz Marketing

@HeinzMarketing

For information about our services, call:

US: (888) 776-0942

CANADA: (877) 269-7890