Content Marketing Report

THREATS

• Do we know our audience
• Change the way we interact
• Start Boosting / Brand Awareness
• No engagement / shares of our content / hardly or any interaction
• Start communication with personalized emails - follow ups and automation
• No confidence in brand
• No sharing of success stories
• No white papers - who has knowledge
• No value add/create VALUE PROPOSITION

BUYER PERSONA

We need to know who we want to address, what their tastes, needs, or preferences are, so we can meet their expectations accordingly and tailor our ads/creatives depending on their tastes.

• customer demographics (age, marital status, location)
• lifestyle (hobbies, interests, brands they associate with)
• business (occupation, income)
• behavior patterns (motivations, goals)
• challenges/pain points
• where do they go for information

Before we start, it’s a good idea to segment our customers into three groups:

Group #1: Existing customers. We can divide them further into frequent and one-time customers.

Group #2: Customers who’ve landed on our site, but haven’t purchased or have not pitched for appointments.

Group #3: Customers who have never visited our site but fall within our target market

For existing customers, the best way to reach them is via email. We already have their email address on file. Just send them an email with a link to our survey, like this:

For site visitors, we can use a number of different tools to ask questions.

• For example, we can create a pop-up survey using a tool like Qualaroo or use SurveyMonkey.

• We can also use a “Hello Bar” at the top of our page to link to our survey - get 10% off by answering these simple questions.
• For non-visitors, the best way to reach them is through Facebook. - Look alike Audience
• Send an email informing customers to expect a call - let them know its not a sales call - no ones likes to be bothered with sales calls.
• Offer incentive: It is almost always difficult to say no to a big store discount
• Make it easy for them to say yes: Let them choose a time and place

Here are a few tips we can follow in our interviews:

Before the interview: Email the interviewee an outline of 3-5 questions before you meet up.

Listen: You should be talking ⅙ to ¼ of the time. Understand that you are not there to sell, you are there to understand the problems of your prospects.

Make notes: The best practice is to have two people interview; first person can listen attentively while second one asks questions.

Focus on past behavior: Avoid hypothetical and future problems until you feel there is a need. Keep your questions to actual situations and events.

Ask for quantities and range: Try to get them to put a number or an estimate range to get better understanding of their needs (say, what they expect product prices to be).

Don’t overstay: Wrap up the whole interview within time and give a quick feedback.

Follow up: Thank them for the interview and provide a detailed feedback summary. Ask them if they know someone you should speak to.

Lead

Sources

POSITIONING

Why would the consumer choose us and not the competition. We need to know how we’re going to communicate our message and do so appropriately in the channels where our audience is present (social media, blogs, email marketing, etc)

Branding: PUBLICIZE SERVICE QUALITY

Lead Generation: Content & Offers that would make people choose us over other agencies (Free assessments, Training for staff, Sell solutions (Blam), Have events whereby we invite guest speakers and influences )

(Targeting and Re-targeting on all channels based on tagging and segmentation - sending personalized emails to them to find out more and qualify the leads)

So what shall we post?

• Story Telling - Customer success stories, Build a persona and tell a story
• Build our Brand - YouTube, FB, Twitter, Instagram, Tiktok, Influences
• Trends - Post on Trends for the week and month
• Timing of Posts - Facebook Audience Insights / Non Peak Hours (Measure)
• Change picture & cover photo - keep our page, fans & followers up-to-date
• Post what's on your mind - "TOO many "Sales Pitches" already on Social
• Take office "Selfies & Team Events" - Show people we are human
• Re post Viral Post - Save time and Money and reuse old post
• Ask Questions and have Polls - Give direct call to action
• Get to know our audience - Ask them questions "if I could be anywhere right now where would I like to be...
• Introduce the people behind the scenes - Great way to create interaction
• Post frequently - how often should I post - at least 3 times a day
• Post Video, Inspirational Quotes, Educational post, How to post......

What the others do?

So what should our website have?

Our current website has over 500 pages - of what?

Consumers expect our site’s navigation to be in familiar places that are easy to find. Upon landing on our page, about 50% of visitors look for the navigation bar to figure out where things are on the site.

Our packages - Explain our packages offered - companies will not always know abbreviations and our industry lingo - so explain what's in it for you! What we suggest will work for what industry or type of business.

Case Studies - Show percentage improvement and ROI -

it does not say much at the moment? So what?

Website cont...

• Have short video content of interviews conducted with our successful client and how we assisted them - remember customers are lazy and don't like to read
• When we have our Industries page - advise the customers where we have had all our successes from - we can have one page that shows where we are strong and highlight that with an easy to read graph.
• On the business Goals - highlight a problem and how we have managed to solve that problem. Similar customers will then relate to this and alight their needs with what we can do for them

Content Strategy

All content should be aligned with our goals.

• Monthly content calendar for blogs, videos, email newsletter

Once or Twice a week

• Weekly content calendar for social media posting (Facebook & Instagram) Three or four times a week

• Facebook Ads & Google Ads Structure - per project, community, developer

Content calendar: A content calendar is key for ensuring our strategy makes sense. It provides value; it lets you think long-term and optimize your resources, help create ideas, and more.

Social posting: Writing an article and not promoting it on social media is a mistake. It's not spamming but instead planning out what we are going to publish and when on every social media platform with the copies best suited for each one.

Email Marketing:

• New software??
• Target and Industry Specific
• Tagging and Segmentation

Social Media Marketing:

• LinkedIn Sharing
• WhatsApp business

Training on LinkedIn

• Change profiles

Website:

• Fixing website based on SEO and website analytic, speed, user experience and mobile friendly
• Fix meta Tags
• Chatbot

SEO:

• Content Calendar (Revamp)
• Keyword Research
• Link Profile, Meta Tags

Social Media:

• Increase organic following
• Change is good - less boring
• Share customer success stories

*Re-targeting Thru Email tagging, Facebook Pixel and Google Tags

What we are currently working on:

• Buyers Personas
• Integrate Multimedia & Statistical Based Storytelling
• Content Redesign
• Link Building & Influencer Marketing

Email Automation

Newsletter Templates

Something like this that is colorful and fun and is according to profiles