Conversation Marketing Strategy and Actionable Plans

I work with you to understand your current marketing activities and discover what is and isn't working. We’ll discuss goals and objectives and incorporate that into a comprehensive conversation marketing strategy.

You’ll receive a Conversation Marketing Strategic Report that includes:

• Market Conversation Space Summary
• Current Standing Snapshot
• Goals and Objectives
• Conversation Messaging
• Current Conversation topic trends
• Conversation Participant and Listener Profile
• Engagement best practices

Actionable Marketing Plan

From my findings during strategic research I derive actionable marketing programs that give you visibility and an ear both online and offline in the Conversation Locations that are most important to your specific industry. You'll not only receive recommendations on which social media outlets, and other online mediums, will be most beneficial to participate in, but I'll also provide you with recommendations for offline activities and events, which can include, but are not limited to, face-to-face meetings, speaking proposals, user groups and event sponsorship. These recommendations will help you listen, speak, care, share and build relationships.

You’ll receive a Conversation Marketing Plan that includes:

• Engagement recommendations:
• Influencer relationship building tactics
• Topic initiation
• Conversation participation best practices
• Locations and Tools
• Conversation listening processes and tools
• Traditional marketing integration
• Current:
  • Validating conversation content
  • Negative user-generated content
  • Brand/Product perception points

Influencers

Through extensive research and an understanding of online and offline social media and traditional media outlets I determine who is driving your market conversation. To determine what Influencers you need to build relationships with, I rate them on Market Conversation Reach, Quality of Content, Frequency of Participation and Level of Audience Involvement. You’ll receive profiles on each Influencer and guidance on best practices for communicating with them.

• Contact details
• Bio
• How their influence is manifests itself in the conversation
• Their Conversation Locations and Tools
• Best practices for interacting with each Influencer

Conversation Participation Coaching

Once you know who the Influencers, Participants and Listeners are, you need to know what to say. You can’t just rely on a set of marketing messages that cover only your company’s offerings. I'll help you understand who you are within the context of the market conversation and coach you on how to express yourself without sounding like a product brochure. I'll work with you to develop topics and specific messaging that is appropriate for participation in the market conversation and explain best practices for how to communicate with different types of Influencers.

Measurement Plan

The marketing industry’s market conversation regularly talks about the importance of measuring marketing efforts, but even Fortune 500 companies often fall short in this task. It isn't an easy thing to do, but I'll provide you with a plan for quantitative and qualitative measurement that will help you draw real meaning and information from your conversation marketing efforts so you can make good decisions on future marketing plans.

Learn about my Implementation and Maintenance Services.