beyond the beltway 2016: insane roi academy
TRANSCRIPT
SESSION WILL BEGIN AT 7;30 A.M.
Agenda
Get To Know Your Government Clients
How To Build Your Brand Story
Government Market Plays
How to Generate Insane Leads
GET TO KNOW YOUR GOVERNMENT CLIENTS
GOVERNING AUDIENCE CONSUMPTION PREFERENCES
Harvey (2015)
Rank Topics
1 Public Policy
2 Management
3 Politics
4 Economic Development/Workforce
5 InfrastructureHarvey (2015)
GOVERNING TOPIC INTERESTS
Age Bracket Primary Secondary
<34 Public Policy Management
35-44 Technology Public Policy
45-54 Management Public Policy
55-64 Management Public PolicyHarvey (2015)
GOVERNING TOPIC INTERESTS
GOVERNMENT SOCIAL BEHAVIOR
69% Use Social Media For Professional Purposes
Harvey (2015)
52%
HOW TO BUILD YOUR BRAND STORY
“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
Formula for Creating a Purposeful Story
1 2 3
Challenge Struggle Resolution+ +
Adapted from Tell to Win by Peter Guber
for Government
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
GOVERNMENT MARKET PLAYS
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
P Identify & TargetPLAYS
Create a Buyer’s Journey
Identify a Critical Market Path
Tap Into External Market Data
1 2 3
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
Create Content to Provoke Curiosity
and Frame the Market Problem.
Inform & ActivatePLAYS
21 3Create
Opportunities To Educate The
Market
Create Content to Activate Your
Potential Customer
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
Create or Host Market
Resources
Build Awareness & Trust PLAYS
Build Brand Visibility
1 2
Develop a Point-of-View
3
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
Engage & NetworkPLAYS
1Create
Opportunities to Unpack Your
Story In-Person
2
Use Events To Gather Valuable
Intelligence
3
Bundle Content Call-to-Actions at
Events
Identify & Target Inform & Activate Build Awareness & Trust
Engage & Network Convert & Build
Government Market Plays
Convert & BuildPLAYS
Create Content That Addresses A Market Pain Point
Design Content For Sharing
Break Content Into Elements That Can
Be Cross-Promoted
1 2 3
HOW TO BUILD INSANE LEADS
Gated AssetLead Prospect
STANDARD LEAD GENERATION
STANDARD LEAD GENERATION
Leads
Time
INSANE LEAD GENERATION
“EXPONENTIAL”Leads
Time
Gated AssetLead
INSANE LEAD GENERATION
Tweet with Infographic
Video Article on Linkedin
Sponsored Article
Newsletter
Prospect
Prospect
Prospect
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.
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.
✔
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!
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!
✔
✔
✔
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
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!
✔
✔
✔
eBook
Industry Newsletter
Twitter Post
Slideshare
Statistic or Fact
Free Chapter
Step 1 - Channel Step 2 - Content Hook
Gated Content1-minute Video
STEP 4 - EXECUTE
HOW TO CALCULATE ROI
ROI = $150,000 - $50,000 $50,000 X 100
(Gain From Investment) (Investment)
(Investment)(To Put In Percent Form)
ROI = 200%
TEXT
CHANNEL SPECIFIC ROI CALCULATIONS
TEXTTEXT\
$ GENERATED=# OF CHANNEL ACTIONS CHANNEL VALUE PER ACTION
TEXTTEXT\
$ GENERATED (MONTH)=# OF CHANNEL IMPRESSIONS (MONTH) CHANNEL VALUE
PER IMPRESSION
TEXTTEXT\
$1,000,000 GROSS SALES =500,000 IMPRESSIONS
$2 SALES PER IMPRESSION
Questions?
Dustin HaislerChief Innovation Officer
Photo Credit: Chase Lindberg