Want to learn how to leverage digital platforms to turn strangers into paying customers? This strategy is designed to help businesses generate sales leads, nurture the relationship with the leads and eventually turn them into paying customers.

1. ATTRACT. NURTURE. FOLLOWUP. CLOSE.
Ashley Northington
DENOR Brands & Public Relations
HOW TO TURN STRANGERS INTO PAYING CUSTOMERS.

2. About Ashley Northington
Ashley Northington is determined to help people, organizations
and brands share their stories with the world. She is an award-
winning public relations consultant, entrepreneur, writer and media
connoisseur. She is the founder and director of the boutique public
relations firm,
DENOR Brands & Public Relations.
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM

3. IT’S ACTION TIME!
ASH LEYN ORTH IN GTON .C OM
I WANT TO KNOW MORE ABOUT YOU.
 Tell me your name, business name, what you do, who you do
it for, and how long you’ve been in business.
 Tell me your biggest business challenge.
 Tell me your biggest marketing challenge.
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM

4. Why Are we here?

5. We’Re here To …
 Get the strategies to attract new potential customers
by developing a continuous system of attraction,
nurturing, following up and closing.

6. Facts to consider…

7. FACT NO. 1

8. Marketing is ALL about POSITIONING.

9. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
Authority
Expert
Specialist
Generalist

10. FACT NO. 2

11. MARKETING HAS CHANGED.
RENTING
MEDIA
OWNING
MEDIA

12. FACT NO. 3

13. Digital Media is the rage
The rage is digital media.
Specifically, social media.
But digital media can not and is not
the only pathway to success.

14. DIGITAL MEDIA CAN not FUNCTION IN a silo.
E-Mail
Marketing
Web
Site
Events
Social
Media

15. FACT NO. 4

16. Developing great content.
Today, we’re going to go over the crucial steps that will help you
leverage great content to generate sales leads and become an
authority in your industry.
So How do We Become an Authority?
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM

17. IT’S ALL ABOUT
You need to pin point your target
audience and where they
congregate online. The key to
leveraging any social platform is to
create engaging content that
connects with your ideal audience in
a meaningful way.
content
You should be creating high-quality content outside of social media and sharing
that content on social media to attract your target audience.

18. The Content Purpose

19. Development Publish Social Media Web Site
Contact Form
or CTA
Follow Up Sale
The content process

20. ATTRACT.

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Zero in on what services and
products you offer. Only offer the
services/products you love and the
ones that you do well. Develop your
business model around these
services.
1Know your nichE

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Learn your customers and their
problems – inside and out. You will
need to determine how your
services will solve their problem.
You will need to pinpoint a very
specific type of customer and solve
a very specific problem.
2Know your customer

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Use your unique business model to
develop a special offering
that will solve your ideal
customer’s problem.
3Solve your customer’s
problem

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Create and curate content that is
meaningful to your audience and
relates to your offering.
4Create your content

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Publish your content on your web
site. Put each piece of high-value
content on a landing page within
your site.
5publish your content

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Engage your audience by
broadcasting your high-value
content only on the social media
platforms your audience frequents.
6broadcast your
content

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Multicasting allows you to distribute
one piece of content through many
channels.
7multicast your content

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Multicasting can be done these ways:
livecast podcast
bookcast mobilecast
socialcastblog

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By distributing high-quality content on social media and through
multicasting, the opportunity to reach more people is tremendous.
Since the carrot (read: content) is only accessible on your web site,
you are driving traffic back to your own media. In this way, the
audience members learn more about your business and access the
valuable content you’ve produced.
In exchange for accessing or downloading the content that was
broadcasted on social media, potential customers must provide
their
e-mail address and other contact details.

30. NURTURE.

31. Say Hello!
Use those e-mail addresses, phone
numbers and other contact
information you collected from
distributing your content on social
media to interact with your
audience. Continue to provide value.
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8Contact your
Audience

32. Introduce your special, problem-solving
offering to your audience, using your
new contact info. You might rely on e-
mail marketing or continued social
outreach or your sales calls to make the
introduction. Be sure to have a sales
page on your web site that contains all
the details about your offering.
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9offering meet Audience,
audience meet offering

33. FOLLOW UP.

34. Use your follow-up interactions (e-mails,
calls, presentations, social media etc.) with
your audience to tell them WHY they NEED
your offering and HOW they will BENEFIT
from it. Use your content to showcase your
skills and expertise. Broadcast this content on
your social media platforms.
Be sure to track your interactions with your
leads in a CRM system.
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10 Follow up

35. Use the SPIN method to help guide your
interactions.
Situation
Problem
Implications
Need Payoff
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36. CLOSE.

37. Close the deal. The right people will
choose to purchase from you.
They will chase you. You won’t have
to chase them.
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1
1
close the sale

38. Give them what they paid for –
and then some.
This is your time to shine! Treat your
new clients gleaned from social
media like royalty. Use your offering
to solve their problem.
Be their hero.
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1
2
Deliver the good stuff

39. Let’s talk about content.

40. D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM
Blogging is the start of
great content.
The blog is the beginning point of
everything shared on social media.

41. Blogging purpose
Your blog should accomplish
three objectives:
Educate your audience.
Humanize your brand.
Persuade your audience to buy.

42. Your blog cycle
Educating
(80%)
Humanizing
(10%)
Selling
(10%)

43. Types of Blogs
Blogs can take on different formats.
Traditional Web Site Blog.
Podcast.
Tumblr.
Twitter.
Instagram.
Facebook.
YouTube.

44. Set your goals
What are your goals?
Before we begin blogging, we have to consider what the objective of
the blog is…

45. Include next steps
What’s the call to action?
After your audience consumes your blog, include at the end the action you want them
to take next:
Subscribe?
Call?
Email?
Complete a form?
Schedule a session?
Share on social media?

46. Let’s talk about the social
platforms.

47. Finding your place
The key is to only engage in
networks that are relevant to your
industry or allow the best
opportunity for you to connect with
your ideal clients.

48. Creating the why
You should be able to give a solid
answer to WHY you or your brand is
engaged on whatever platforms you’ve
chosen. You ought to be able to create a
why for each network. If you can’t, then
it’s time to move on.
You don’t need to use each and every
one of them. Some may not work for
your business. Some may be too
burdensome for you to manage.

49. Questions to consider
Question no. 1 Question no. 2 Question no. 3
Is my target audience
using this platform?
Are people engaging
with me on this platform?
Is it relatively easy for me to be
consistent on this platform?
Question no. 5 Question no. 6
Am I engaging others and
being consistent?
Can I create opportunities
to highlight my products or
services?
Why, exactly, am I using this
network?
Question no. 4 ?
? ?
 

50. Let’s talk about the social
platforms.

51. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
LinkedIn is the world’s largest
professional network on the Internet
with more than 250 million members
in over 200 countries and territories.
Executives from all Fortune 500
companies are members. LinkedIn
gives you an opportunity to showcase
your personal brand and share your
expertise, skillset, and knowledge in a
valuable way.
Thoughtful posts relevant to your
profession, along with articles, blogs
and news about industry events.
Sales-related content is NOT advised.
Making recommendations,
endorsing your connections and
asking for recommendations. Real
power is in groups.

52. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Facebook is the world’s largest
social network.
Nearly everyone uses it.
Thoughtful posts relevant to your
profession, along with articles, blogs
and news about industry events.
Sales-related content is permissible,
but not engaging.
Using hashtags and continuously posting
engaging content. There are multiple
groups to join that will either connect you
with potential partners and your ideal
client. There is a huge opportunity to listen
and learn.

53. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Social network for those who use Gmail. You can connect and share with the
people you’re already communicating
with on your Gmail account.
Thoughtful posts relevant to your
profession, along with articles, blogs
and news about industry events.
Sales-related content is permissible,
but not engaging.
Using hashtags and continuously posting
engaging content. There are multiple
groups to join that will either connect you
with potential partners and your ideal
client.

54. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Social networking service that enables
users to send and read short 140-
character messages called "tweets."
23% of online adults use Twitter. This
is a platform for service-based
entrepreneurs and industry experts &
thought leaders.
Short, thoughtful tweets relevant to
your profession and interests, along
with articles, blogs and news about
industry events. Sales-related content
is permissible, but not engaging.
Continuously showcasing your expertise
through ongoing conversations. Follow and
jump in conversations using hashtags. The
hashtag trend originated on Twitter use
them wisely.

55. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Social network that allows you to
share your life and interests with
friends through a series of pictures.
If your business thrives on aesthetics,
this is a great platform to visually tease
potential partners and customers with
your skills.
Detailed images and short, 15-second
videos that showcase your work.
Using hashtags and continuously posting
engaging content.

56. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Virtual inspiration board that allows
you to share your own content and
that of others through a series of
“pins” and on various “boards.”
Not only can you see what others are
doing in your industry, you can inspire
others by posting your own content.
Most users are women.
Pictures, articles, recipes, how-tos that are
relevant to your business along with your
own, original content.
Using strong keywords in your description
of each pin. Connecting and re-pinning info
from popular boards. Cater content to
reach women.

57. BEST TYPES
OF CONTENT?
LEVERS FOR SUCCESS?
WHAT IS IT? WHY IS IT HELPFUL?
Youtube is a video sharing social
network.
Nearly 80% of YouTube users are
male. It is helpful because it allows you
to tell a compelling story or narrative
about your business or products or
expertise.
Short videos that showcase your
expertise or your products.
Use keywords in your video description. It is a
great tool to market new products, display client
testimonials and highlight case studies and
other success measures. Leverage other
platforms to drive traffic to YouTube.

58. Using the information we’ve learned today
about each network, let’s decide on which
ones you plan to use for your business.
IT’S ACTION TIME!
Talk to me
Let me know which social networks you are
going to use. Tell me why you feel these
platforms will work for your business.
D EN OR BR AN D S.C OM | ASH LEYN ORTH IN GTON .C OM

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BE CONSISTENT.
Put together a content marketing calendar to help you get
organized and, most importantly, make it clear what the purpose
is for every tweet, blog post, video, event and other piece of
content you put out there.

60. DIVIDE & CONQUER
Divide Your Efforts into
Two Categories.
Lightweight.
The Facebook posts, tweets and other social media content that support
other activities and help you engage your audience.
Heavyweight.
The in-person events, product promotions, white papers, case studies and
other meatier forms of marketing that establish a connected relationship
with your ideal audience and drive the big results in your business.

61. DAILY CONTENT
WEEKLY CONTENT
MONTHLY CONTENT
QUATERLY CONTENT
YEARLY CONTENT
Examples: Post a status update, share a
news article or blog, pose a question post a
photo quote
Examples: a blog post, a how-to article, a
series of blog posts, a video
Examples: Profiles, video interviews, online case studies,
archive your presentations to SlideShare or Scribd and
share the link, e-newsletter, podcast, customer success
story, online magazine
Examples: a webinar, an ebook, a white
paper or special report giveaway
Examples: a conference, live or virtual event (record the
sessions to repurpose as blog posts or videos later), annual
white paper/ebook, annual report, annual “guide to xyz”
CREATE YOUR OWN

62. Here’s Your Chance…
Ask Me Anything.
Do You Have Any Questions?

63. Ashley Northington
DENOR Brands & Public Relations
315 Deaderick Street, Suite 1550
Nashville, Tennessee 37238
Office: 1.855.809.6697
Email: info@denorbrands.com
Twitter & Facebook: @ashnorthington | @DENORPR
ashleynorthington.com | denorbrands.com