Webinars

Does your digital content resonate with the audience you are targeting? A clear, consistent, and targeted message can be the difference between a successful marketing campaign and a waste of time and money. This webinar will discuss strategies for developing the right digital content strategy and messaging to reach the right demographic target audience, attracting new customers no matter where they are in the sales funnel and creating customer loyalty from your existing customers.

KEY TAKEAWAYS:

• Consistency is key in your content messaging (design, message, voice), and frequency is important for social algorithms to reach your audience.
• Don’t just create content without knowing your strategy first. Your strategy will give you an avenue for your content to better identify your expectations.
• Branding leads to engagement, and engagement leads to sales.
• Create a follow-up strategy to get existing customers back into your store.
• Your homegrown content (vs. stock content from manufacturers or others) can help differentiate you from your competition.
• Ask probing questions (surveys, polls, etc.) to see where customers are in their journey and what will resonate with them.
• Always start with the need of the customer, not the need of the business.
• Give your audience a call to action to share, tag five people, or retweet for a promo code. Ask them to do something, and they will do it.
• Fun, engaging, eye-catching creativity (all within your culture and values) will help you differentiate yourself.
• Provide a return on engagement. If you asked a question, let customers know what you did with the information to engage further.
• Authentic content such as a personal video message about your culture or community involvement helps you cut through the clutter of sameness.
• Tailor your digital content for every stage of the sales funnel.

OUR PANEL OF EXPERTS

Justin Bowen – eCommerce Manager, The Great American Home Store
Justin Bowen is the eCommerce Manager of The Great American Home Stores and Outlets, based in Memphis, TN. He has been with the company for eight years since the start of their in-house web and marketing department. Over that time, he has been a part of every aspect of the website, digital marketing, advertising, software solutions, and project management at the company.

Marisa Peacock – The Strategic Peacock
Marissa is the founder and chief strategist of The Strategic Peacock. Before founding her company in 2010, Marisa managed and produced websites, multimedia, and online content for non-profits, independent schools, and small businesses. Marisa is also a full-time lecturer in the Charles H. Sandage Department of Advertising at the University of Illinois Urbana Champaign.

Jason Pires – Creative & Brand Director, Furniture Branding
Furniture Branding is a full-service and integrated lifestyle marketing agency specializing in the home industry in the United States and Internationally, including in the Chinese and Asian markets. Furniture Branding’s sole purpose is to help retailers, brands, trade wholesalers, manufacturers, and their multi-faceted counterparts, including 3rd party businesses that support the industry, to market their products or services. Ultimately, creating awareness for their name and brand, increasing sales, and growing their market share in a stable, optimized, and sustainable way.