The e-Conversation Process.
The e-Conversation process is made of three separate stages: Digital Media Strategy, Video Production, and Total Message Management.
First, we determine the questions that your customers and prospects are asking, and then we answer those questions with brief video Answer Bits. Then we place these Answer Bits in all the places that your customers look for answers - from social media and blogs to your existing website and email marketing.
With the e-Conversation process, your company will become the trusted source of information when customers look for answers. Then, when customers decide where to buy, they will look to your company first.
Digital Media Strategy
1. Work with you and your marketing department to determine how to enhance your existing marketing strategies (such as email marketing or your website) with a continual content creation and management system.
2. Do a complete analysis of all the digital mediums of your industry 'conversation' - wherever your customers are looking for answers. Determine how to utilize digital media (from YouTube to blogs to Twitter) into your marketing strategy.
3. Looking at a target market or product initiative, determine 15-20 questions your customers are asking, and 2- 4 they should be asking.
4. Run a keyword analysis to determine the "10 and 2" questions that are best aligned with your marketing and growth strategies.
Video Production
5. Shoot a 20-30 minute video interview with a company leader or expert that best personifies the initiative.
6. Deconstruct interview into 10-15 Answer Bits, answering your company's "10 and 2". Number of Bits are dependent on complexity of question and answer.
7. Build/expand YouTube channel (s) featuring the Answer Bits, aligned with your current marketing strategy and search engine optimization.
Total Message Management
8. Integrate Answer Bits into the agreed upon digital mediums of your industry 'conversation' -wherever your customers are looking for answers. For example: tweet them, place them on a blog, place them on message boards, etc...
9. Consistently maintain your presence in all digital mediums - answering customer questions and starting conversations when possible.
10. Analyze what content is most effective in growing your sales, and which mediums are getting the best return, and adjust strategy accordingly.
Ongoing
Create new content based upon most popular content and next initiative area. Repeating steps 3 through 10.
What does an e-Conversation look like? Check out our diagram below:
