Here's what you can leverage today's content trends to improve the customer experience for your small business — just like the big brands do!

1. Big Content
Inspiration For Your Small Business
@GerryMoran | MarketingThink.com
February 24, 2014

2. 86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI

3. “It’s still like the wild, wild west when it comes to
connecting content to the customer experience.
Source: MarketingThink.com

4. 86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
The typical buying process is filled with
opportunities to leverage content.

5. 86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
Video
Infographics
Store
SocialWebsites
Email
Events

6. 86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
Content
Consideration
Store Experience

7. Humans
have
an
8-­‐second
a0en1on
span
—
a
goldfish
has
a
9-­‐second
hold.
Source: Microsoft

8. 5 Things I Learned From Big Brands To Help You
Differentiate Your Small Business
Storytelling
Educate
Simplicity
Nimble
Document

9. 5 Big Content Things
You Can Do For Your Small Business Today!

10. More people are consuming video content
— whether or not you create it.
(74% of all internet traffic will be video-driven, by 2017)

11. Make it easier for customers walk
into your digital world — so they
walk into your ‘store.’
• Focus on 3 channels
— Choice of YouTube, Instagram, Facebook,
Twitter, LinkedIn, blog
— Post until your per-messages begin to
decrease
• Don’t over-think: instructions, stories
• Focus on the details — so you get found

12. Customers Purchase After Viewing A Content.
(64%
of
consumers
are
more
likely
to
buy
a
product
aCer
watching
a
video
about
it
—
Adelie
Studios,
2015
)

13. Tell your story so customers want to
finish it by visiting your store:
• Content series — how-to, customer service,
seasonal advice, questions to ask
• Drive to your web site
• Make it easy to take the next step – in video
CTA, near-video CTA

14. The Best Small Businesses Differentiate
Themselves With Content.
(Only
24
percent
of
brands
are
using
online
video
to
market
to
consumers
–
Adelie
Studios,
2015
)

15. Differentiate and establish your
small business with content:
• Personlize your content
— be the brand
• Train one content evangelist
— establish your voice
• Educate. Explain why. Don’t Sell.

16. Content Makes Your Brand Sticky
— in a good way!
(The
average
internet
user
spends
88%
more
1me
on
a
website
with
video
than
without
–
Adelie
Studios,
2015
)

17. Own the visual storytelling
opportunity to get your customers
coming back for more.
• Put yourself in the customer’s shoes and
understand their questions & issues
— write it down
• Create a content for each question or issue
• Wrap this in a story — so it all makes sense

18. Video and images drive company engagement
— when customers are not in your store.
(Content
with
images
drive
94%
more
engagement
than
content
without
–
Jeff
Bullas,
2015
)

19. Find a way to let your customers
experience your small business —
when you are closed.
• Create the buzz so your customers are talking
about you with other customers — about that
clever video.
• Tie into the news — snowstorm, etc.
• Embed on your web site, blog, social media,
etc.

20. Thanks In/GerryMoran@GerryMoran | Twitter & Instagram
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