Content Marketing and Social Media for customer service and business development. Recently presented to Ryde Business Forum.

1. sam@inlumino.com.au
Facebook: @InluminoCommunications
Twitter & Instagram: @inlumino

3. • Text
• Video
• Images
• Infographics

4. Your content should:
• Inform
• Engage
• Entertain
• Entice
• Build relationships
• Be a point of VALIDATION

5. Your content should NOT be:
The hard sell.
Telling potential customers how your product is
cheaper/faster/better than your competition is advertising.

6. Why is content important?
Creates relationships
Builds trust
Builds authority
Develops leads
Search Engine Optimisation
You’re producing your own content
and not sharing someone else’s!!

7. Get Found
Web pages that rank on page one of Google typically have
2,032 to 2,494 words.
Companies with blogs typically receive 97% more leads than
companies without blogs.
Content rich sites tend to get more back links and social
traffic, which helps them generate more traffic overall.
http://www.quicksprout.com/2014/02/06/how-content-marketing-affects-search-engine-rankings/

8. Help! Where do I start??

9. HELP! What do I write, talk, present about?
Answer
Questions

10. There are generally two
reasons why people search
online:
1.To be entertained
2.To solve a problem

11. The reaction you want
your content to generate:
1.WOW! This stuff is
amazing
2. What else do they
have to say?

12. Everyone likes to watch!

14. www.canva.com

16. Repurposing
Changing the format
of the content
and/or
Changing the
target audience
of the content.

18. 7 messages a forgotten blog
sends to customers
1. You don’t know enough about your industry
2. You’re not a professional company
3. You don’t care about your customers
4. You have no success stories to share
5. You’re going out of business
6. You’re out of touch with the current trends
7. You have an ignorant marketing team
If this list doesn’t scare you to bits and make you want to write a new blog
post right now, I don’t know what will!

19. Content
Calendar
include:
• Public Holidays
• Seasons
• Sporting Events
• Consumer Events
• Trade/Industry Events
• Content ideas
• Images/video
• Publishing Schedule
• Social Media platforms
• Who is responsible
• Deadline!

20. Great Content:
Title/Heading:
“14 Facts about Content Titles that will keep you up at night”
Images/Infographics/Video
Information:
Clearly presented
Sub-headings
Dot points
Key Words:
SEO
Metadata

23. Customer Service
By serving customers with:
Information
Answers
Ideas
you offer value.

24. Customer Service
Current and potential Customers are be visiting your site
regularly. If they see content that:
• Answers a vexing question
• Inspires them to continue using your product and/or
services or
• Shows that you know what you’re talking about
Then content marketing is definitely fulfilling a customer
service role.
Of course it’s not the type to replace a call centre or team to field
enquiries, but it does add another contact point for visitors.

25. B2C vs B2B
B2C
• Customer Persona
• Content
– Product info
– Service info
• Social:
– Connecting with consumers
– Connecting with media
B2B
• Client Persona
• Content
– Service info
– Business insight/state of
industry
– Client case studies
• Social:
– Connecting with suppliers
– Connecting with potential
clients

26. Creating great content
is a waste of time
if no one sees it.

28. Social Media
Explained
Twitter: I’m eating a #donut
Facebook: I like donuts.
Instagram: Here’s a cool pic of my donut.
YouTube: Here’s a video of me eating a donut.
LinkedIn: I very skilled at eating donuts.
Pinterest: Here’s a donut recipe.

29. 1.Social media is an extra pair of eyes
Social media allows you to see first-hand what potential partners,
competitors, and customers are doing, which is a major asset
when it comes to your business development and performance.
There’s no universal message in social media
The way people behave and connect across different social media
platforms varies, therefore it is important to adjust accordingly.
Leverage employee relationships
If you’re looking to connect with an individual in a specific
company, make it a habit to check and see if anyone in your
company has a pre-existing relationship with that person.
Use social media as a touchpoint
Social media is not only essential to business development, but
also complements other more traditional practices.

36. Key points:
1. Posting more does not equal more engagement
2. Size of following is a better predictor of
engagement than post frequency
3. Social engagement is driven by multiple factors:
Find the ideal balance – Quality & Quantity

39. Case Study
Results from boosting a client’s new listing post on Facebook:
• 57,626 PEOPLE WERE REACHED
• 25, 124 VIEWS
• 131 PEOPLE CLICKED ON THE LINK TO LEARN MORE
ABOUT THE PROPERTY
• 9 PEOPLE LIKED THE POST
• 8 PEOPLE LIKED THE CLIENT’S FACEBOOK PAGE
• 3 PEOPLE TAGGED 3 OTHER PEOPLE IN THE COMMENTS
TO SHARE IT WITH THEM.
The client budget for this paid boosting?
$250

41. User Generated Content
Content created and provided by your audience, allows for a truly
authentic experience and speaks much louder than content solely
created by a business itself.
• Incentives to:
• Post to/check in on a Facebook page
• Use a hashtag on Instagram
Case Study: Share your Bondi
https://www.facebook.com/LorraineCrawfordMarkRedhillMcGrath/vid
eos/1818911011673358/

42. 10 MOST INSTAGRAMMED PLACES IN
AUSTRALIA
1. Sydney Opera House
2. Darling Harbour, Sydney
3. Sydney Harbour Bridge
4. Bondi Beach Australia
5. Surfers Paradise Beach
6. The Grounds of Alexandria
7. St Kilda Beach
8. Circular Quay
9. Melbourne Cricket Ground (MCG)
10. Coogee Beach
Daily Telegraph 2014
http://www.dailytelegraph.com.au/news/nsw/the-grounds-of-alexandria-
one-of-the-top-instagrammed-places-in-australia/news-
story/fad92c04580df6ae1502af13628765c0

43. How important is
customer service via
social media?
According to J.D. Power, 67% of consumers have used a
company’s social media channel for customer service.
And when they do, they expect a fast response.
Research cited by Jay Baer tells us that 42% of consumers
expect a response with 60 minutes.
So, how’s your social media customer service?

45. Negative Feedback
• Address the comment efficiently
• Don't be defensive.
• Ask for an explanation.
• Admit up to the mistake.
• Offer an incentive
• Know what's being said.
Continue the conversation offline:
Ask for a phone number or email!