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Video 16 – Catch Factors & Competitive Differentiation

Video 16 – Catch Factors & Competitive Differentiation . George Szanto IBMS Semester 6b Fall 2013. Outline of Topic & Learning Objective . Introduction to Catch Factors for online content marketing and why they are important drivers in properly nurturing sales leads

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Video 16 – Catch Factors & Competitive Differentiation

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  1. Video 16 – Catch Factors & Competitive Differentiation George Szanto IBMS Semester 6b Fall 2013

  2. Outline of Topic & Learning Objective • Introduction to Catch Factors for online content marketing and why they are important drivers in properly nurturing sales leads • You should be able to name the 5 catch factors and explain them in your own words. • You should be able to give 1 example of how catch factors are used (or improperly used) by the case company assigned to you

  3. Recap of Constructing Natural Nurturing Tracks Content flows outward to engage prospects and customers Website Content (microsites) Email campaigns Blogs Syndication on industry sites Linkedin; Twitter Links Attract prospects & customers back to your company

  4. Catch Factors & Competitive Differentiation • How to increase the attraction value of content • Catch factor – are the preferences and aversions that form a lead’s gut reaction to your communications. Do you attract attention – or not

  5. Urgency • Is your information focused on solving a Problem or simply “noise” your prospects ignore?

  6. Impact  When you communicate about  topics a lead sees  ascritical to success –  they listen. 

  7. Effort • Is information so deep that busy executives need  to print and underline to understand?  • Is webpage layout so confusing your prospect  works hard to find what you promised?  • Are any statistics or comparisons clearly  understandable for your audience?  • Is your information presented in a way that  provides “scan,” as well as “read” value?

  8. Reputation Reputation is earned, or lost, based on  Cumulative impressions. 

  9. Intent Your communications pass intention scrutiny if they are perceived to:  • educate.   • clarify issues.  • offer information with little obvious gain to your company • not request anything from your lead beyond theirattention

  10. Thank You Pleasetry the online quiz associatedwiththislecture Also, there is a PDF document postedwhichdiscusses Catch Factors in more detail.

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