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Building Engagement with Content & Lifecycle

Marketing

Presented by

Craig Lile Senior Director of

Marketing for Raidious

Lauren Littlefield Director of Marketing for

Right On Interactive

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Agenda •  The Age of the Customer •  Introduction of Lifecycle Marketing •  Value of engagement •  How content wins new business •  How content builds loyalty •  Emergence of brand flexibility •  Building a strategy that works

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What is Lifecycle Marketing?

Marketing strategy that helps organizations win new business, keep current customers and grow the right

relationships

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Engagement drives relationships and relationships

drive revenue.

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The Value of Engagement

•  It is 6-7x more costly to attract a new customer than it is to retain an existing customer. (White House Office of Consumer Affairs) •  The average spend of a repeat

customer is a whopping 67% more than a new one. (Inc.)

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Content that wins new business

•  Introductory content è Build your audience

•  Omnichannel content •  Quality not quantity

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•  Email •  Blogs •  Social Graphics •  Infographics •  Videos

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Content that builds loyalty •  Activating the audience è Moving them

along in the lifecycle

•  1:1 Content

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•  Whitepapers •  Tip Sheets •  Checklists •  How-To Videos

•  Webinars •  Reports •  eBooks •  Case Studies

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Emergence of brand flexibility •  Social listening – real time trends and

opportunities that relate to your customers – Flexibility to take advantage of these

opportunities •  Versatile content – prepare for content to be

shared in ways you didn’t plan for – Ensure content is optimized for mobile

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Building a strategy that works

•  Who are you sharing your content with? •  How engaged are they with your brand and where

are they in their relationship with you (i.e., lifecycle stage)?

•  Content needs to be relevant to the contact based upon their profile fit, engagement level and lifecycle stage

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Questions? Craig Lile @DodgeMOKB www.raidious.com

Lauren Littlefield @lllittlefield

www.rightoninteractive.com