Whether you're trying to attract new leads or engage current customers, social media and video marketing are on every business owner’s wish list. And they should be…because they work. But the game has changed, and it’s harder than ever to break through the clutter. In this presentation we'll explore the framework for creating content at each stage of the sales and marketing funnel, and learn what type of content you need to get better results from your digital marketing campaigns. This content was originally delivered at the Nebraska Tech Summit, sponsored by Five Nines.

1. Advanced tips for social
media and video marketing.
Ali Schwanke, CEO and Founder
The gamehas changed!

2. First, we need context.

3. Without context, the advice
on digital marketing tactics
are less valuable.
You get the hammer. But then
everything looks like a nail.

4. Flashback 10 Years Ago.
Who would want
to read what we
write?

5. 1997
Web log – “Logging the
web as he browsed”
2010
Instagram
1999
Blogger
2003
WordPress
2004
Facebook
2005
YouTube
2006
Twitter
2011
Snapchat

6. If we’re going to talk
about social media,
we must talk about
reality TV.

8. As we fell in love with
Apple, we fell in love
with Steve Jobs.
People are interested in people.

9. Harsh reality
we cannot
afford to
ignore.

10. The basics were
10 years ago.
“Creatives are
constantly consuming
content in their niche.”

11. VS.

12. FREE marketing
FB Page
Creation
Posting
”Stuff”
+ =
Too many businesses are still trying
to make the old formula work.

13. The numbers aren’t pretty.

15. Know the
expectations.

16. Effective digital
marketing requires:
• A strong content strategy
• Personas
• Paid reach
• Integration with all marketing
• Segmentation
• Full funnel approach

17. Generating awareness,
solving problems
Educating and sharing
solutions
Showcasing proof and
reinforcing trust
Building loyalty and
opportunities for referrals

18. More interactions provides more
opportunities to build brand loyalty,
but it also provides more opportunities
to create dissatisfied customers

19. Generating awareness,
solving problems
Educating and sharing
solutions
Showcasing proof and
reinforcing trust
Building loyalty and
opportunities for referrals

20. #1 Problem
with content.
The Venn Diagram of “me”.

22. Think about your
persona at each stage.
What would be important to
them at each stage?

23. Top of Funnel
(attract)
Generating awareness,
solving problems, piquing
curiosity

24. Instead of this:
Publishing a new blog
post to Facebook

25. Do this:
• Publish organically, specific
to each platform
• DM 10 people who will share
• Create ad targeted to a
custom list on Facebook
• Sponsor the content on
LinkedIn to a custom list
• Repost as LinkedIn article
• Schedule at least 5 organic
more posts in future
weeks/months
• Create 10-15 video that
covers the highpoints
• Create email campaign to
specific audience set that
may find the content helpful

26. Examples of Top of Funnel Content

27. Examples of Top of Funnel Content

28. Middle of Funnel
(convert)
Educating, sharing
solutions, charting a path

29. Instead of this:
Click Here to Join Our
Email Newsletter

30. Do this:
• Retarget someone who
visited the “TOFU” page with
an ad about your services
• Retarget social fans who
have interacted with your
content
• Retarget website visitors who
may have visited a blog page
but didn’t download the offer
• Create a video for each of
your products or services
• Create social posts that
highlight the specific pain
point your customer would
experience at the top of the
funnel and market that to a
specific persona

31. Examples of Middle of Funnel Content

35. Bottom of Funnel
(close)
Showcasing proof,
reinforcing trust, supporting
the decision to work with you

36. Instead of this:
Posting a profile of
a sales rep

37. Do this:
• Create testimonial videos
specific to your customers’
pain points
• Create a custom list from
your CRM that includes the
name and companies of all
people who are between
“lead” and ”closed”
• Showcase social proof
• Behind the scenes stories
• Provide tools to help them
analyze their decision to
work with you

38. Examples of Bottom of Funnel Content

39. Examples of Bottom of Funnel Content
Video in email can increase click-
through rates by 5x and send open-
to-reply rates soaring by over 8x!

40. After the Sale
(delight)
Building loyalty, enhancing
their experience, creating
opportunities for referrals

41. Instead of this:
Sending them a
welcome email

42. Do this:
• Add customers to a specific
FB group that’s exclusive and
meant to generate insider tips
about your industry. This could
also apply to YouTube (less
exclusive though).
• Add to a remarketing list for
customers only, sharing fun
behind the scenes content
• Cross promote your channels
to encourage engagement
and follows on other networks
• Include social media
engagement opportunities in
email marketing and
customer interaction
• Offer ways to solve problems
through social platforms

43. Examples of Delight Content

44. Examples of Delight Content

45. Examples of Delight Content

46. Bonus Tips

47. Social to Connect with an Event

48. Social to Support a Sales Initiative

49. Social that Leverages Audiences Beyond Yours

50. Social to
Showcase Culture
and Promote Jobs

51. Specific Hacks for B2B

52. ”Broetry”

54. Custom Content Platforms

57. Driving Your Own Engagement

60. To create more
opportunities for
engagement, you
must do the hard
work of reaching out.

61. Back to context.

62. It’s more than
the basics.
• A strong content strategy
• Personas
• Paid reach
• Integration with all marketing
• Segmentation
• Full funnel approach

63. Questions?
Ali Schwanke, CEO and Founder
Simple Strat
ali@simplestrat.com
Let’s connect!@alischwanke