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By kphmc July 1st, 2011 business growth, Have More Clients, Promotions, social media No Comments

Found this and just had to share, the Content Grid

The next time I meet with clients to talk about social media, this is grid is coming too.

Its is so simple yet covers so much ground.

Now, you can go to the grid, see the steps a prospect would go through and plot their path to closing the sale and it shows what to monitor according to each objective.

Whilst the social networking site is listed, it presumes you have a blog/website that will be able to process visitors receiving their whitepapers, booking a webinar or writing a testimonial as three examples.

Looking at the middle section of the KPIs, there’s funnel conversion. This is where the prospects moves onto the next activity and this is known by monitoring what they do next through email marketing system and/or web analytics. See the Worked Example below.

Explore this and how you can use it in your business. As always, happily answer queries and insights you have.

Worked Example

The term Unknowns relate to people who haven’t yet purchased from the company.

Knowns are those people who have made an enquiry, current client and those who’ve purchased sometime

An IT support company has a client base of small businesses and wants to expand in this area could do the following:

Unknowns

Create a curated list of the Top 10 Backup systems for different IT configurations and requirements. It would be available on the website and people informed of its availability through social media and off-line marketing.

Preparing Whitepapers can be the next stage of taking the “unknowns” to the next stage of the buying process.

Unknowns and Knowns

Webinars and demo videos sharing expertise on an IT topic like business continuity and apps for the company to monitor systems remotely.

E-newsletters are the glue by which people are informed of the latest information available and be given a link for downloading.

Trend Reports prepared and supplied to those people who are already on the company marketing list. This gives them information on how IT is moving and what effects could be on their business continuity and employee satisfaction. A call to action within this report would be to have an appointment to discuss in more detail the impact on the particular company.

Speaking at Seminars would give that additional exposure of seeing and believing. The important thing is for there to be staff available to talk to interested people and make an appointment.

ROI Calculator available to determine the cost of doing or not doing various elements of IT support.

Knowns

Ask them to provide testimonials on LinkedIn and organise for a video production company to film various testimonials. This could be done whilst running a seminar. Videos would then be hosted on Youtube and embedded on the company website and various directories the company is registered with.

there are lots of ways to do this. I’ve given one example. The final choice would depend upon the time and skills of the employees.

Tags: content grid, funnel conversion, LinkedIn, social media marketing