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Outlook 2016 InsaneROI Academy

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InsaneROI Academy Presentation

Publicada em: Governo e ONGs
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Outlook 2016 InsaneROI Academy

  1. 1. Agenda Get To Know Your Government Clients How To Build Your Brand Story Government Market Plays How to Generate Insane Leads
  2. 2. GET TO KNOW YOUR GOVERNMENT CLIENTS
  3. 3. GOVERNING AUDIENCE CONSUMPTION PREFERENCES Harvey (2015)
  4. 4. Rank Topics 1 Public Policy 2 Management 3 Politics 4 Economic Development/Workforce 5 Infrastructure Harvey (2015) GOVERNING TOPIC INTERESTS
  5. 5. Age Bracket Primary Secondary <34 Public Policy Management 35-44 Technology Public Policy 45-54 Management Public Policy 55-64 Management Public Policy Harvey (2015) GOVERNING TOPIC INTERESTS
  6. 6. GOVERNMENT SOCIAL BEHAVIOR 69% Use Social Media For Professional Purposes Harvey (2015) 52%
  7. 7. HOW TO BUILD YOUR BRAND STORY
  8. 8. “Purposeful stories are great because they take information and make it accessible.” Adapted from Tell to Win by Peter Guber Peter Guber, Tell to Win
  9. 9. Formula for Creating a Purposeful Story 1 2 3 Challenge Struggle Resolution+ + Adapted from Tell to Win by Peter Guber for Government
  10. 10. Challenge Struggle Hook market attention with challenge or question that hits market pain-point or raises awareness of unexplained one. Resolution + + Use data, examples and strategic content to unpack the challenge into accessible pieces. Create a call-to- action that is bundled with your solution. Adapted from Tell to Win by Peter Guber Formula for Creating a Purposeful Story for Government
  11. 11. GOVERNMENT MARKET PLAYS
  12. 12. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  13. 13. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  14. 14. P Identify & Target PLAYS Create a Buyer’s Journey Identify a Critical Market Path Tap Into External Market Data 1 2 3
  15. 15. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  16. 16. Create Content to Provoke Curiosity and Frame the Market Problem. Inform & Activate PLAYS 21 3 Create Opportunities To Educate The Market Create Content to Activate Your Potential Customer
  17. 17. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  18. 18. Create or Host Market Resources Build Awareness & Trust PLAYS Build Brand Visibility 1 2 Develop a Point-of-View 3
  19. 19. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  20. 20. Engage & Network PLAYS 1 Create Opportunities to Unpack Your Story In-Person 2 Use Events To Gather Valuable Intelligence 3 Bundle Content Call-to-Actions at Events
  21. 21. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  22. 22. Convert & Build PLAYS Create Content That Addresses A Market Pain Point Design Content For Sharing Break Content Into Elements That Can Be Cross- Promoted 1 2 3
  23. 23. HOW TO BUILD INSANE LEADS
  24. 24. Gated Asset LeadProspect STANDARD LEAD GENERATION
  25. 25. STANDARD LEAD GENERATION Leads Time
  26. 26. INSANE LEAD GENERATION “EXPONENTIAL” Leads Time
  27. 27. Gated Asset Lead INSANE LEAD GENERATION Tweet with Infographic Video Article on Linkedin Sponsored Article Newsletter Prospect Prospect Prospect
  28. 28. STEP 1 - IDENTIFY 1 PIECE OF CONTENT eBook Case Study Market Research Issue Brief Guide Whitepaper Solution Spotlight Industry Report Or Any Other Content You Would Normally Gate.
  29. 29. STEP 1 - IDENTIFY 1 PIECE OF CONTENT eBook Case Study Market Research Issue Brief Guide Whitepaper Solution Spotlight Industry Report Or Any Other Content You Would Normally Gate. ✔
  30. 30. STEP 2 - PICK 3 PLATFORMS Industry Newsletter Linkedin Corporate Post Twitter Web Advertisement Speaking E-mail Drip Corporate Blog Slideshare Linkedin Group Event Handout Direct Mail Adwords And Much More!
  31. 31. STEP 2 - PICK 3 PLATFORMS Industry Newsletter Linkedin Corporate Post Twitter Web Advertisement Speaking E-mail Drip Corporate Blog Slideshare Linkedin Group Event Handout Direct Mail Adwords And Much More! ✔ ✔ ✔
  32. 32. STEP 3 - PICK A 3 CONTENT HOOKS Infographic Statistic or Fact Expert Perspective Google Hangout Quote Free Chapter PowerPoint Animated GIF Event Handout Direct Mail Adwords And Much More! 1-minute Video
  33. 33. STEP 3 - PICK A 3 CONTENT HOOKS Infographic Statistic or Fact 1-minute Video Expert Perspective Google Hangout Quote Free Chapter PowerPoint Animated GIF Event Handout Direct Mail Adwords And Much More! ✔ ✔ ✔
  34. 34. eBook Industry Newsletter Twitter Post Slideshare Statistic or Fact Free Chapter Step 1 - Channel Step 2 - Content Hook Gated Content 1-minute Video STEP 4 - EXECUTE

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