search and social - where is is all going
DESCRIPTION
The days of building a website or tweeting a few times, making a boatload of money, and retiring early are over. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution? This slide deck explores where we are now, what’s coming next, and how to prepare your company to compete in 2014 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started. Topics Cover in this session include • B2B social media strategies that work • NEW – How to rank in Google today • NEW – What we can and cannot measure • Developing an effective plan • Getting organization buy in Presented at MHEDA (Material Handling Equipment Distributors Association) Emerging Leaders Conference 2014 Chicago, IL.TRANSCRIPT
presents
presented by
Search And Social – Where Is It All Going?
Brian Bluff, President & Co-Founder Matthew Ford, Vice President Operations
What We’ll Cover…
• Marketing change. • B2B social media strategies that work • How to rank in Google today • Measurement • Developing an effective plan • Getting organizational buy in • What’s next and how to get started
The Changing B2B Marketing Landscape
Convergence Of Search And Social
How Has Google Changed "
2009 2011 2012
2013
The Way We Search Has Changed
Used Forklift Forklift for sale
Interest Over Time
2005 2013 2011 2008 2007
Our Devices Have Changed
4.9% 16.1%
MHEDA’s Mobile Traffic Jan 12 – Jun14
500
Sessions Vs. Time
1000
ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
• Educate • Repurpose & distribute content
• Position content search engines and social media
• Strengthen brand awareness • Engage through social media
and search engine • Eliminate risk, demonstrate
value, simplify the decision
• Customers promote your brand • Generate referrals
Buying Process
Selling Process
Supporting Internet Marketing Strategy
How Customers Buy Has Changed
Fish Upstream
“When fly fishing, the goal is to have your bait look as real as possible.
If you cast down stream and strip it up, … well fly's just don't do that.
Cast up stream and let it float down, …this is what fly's do and you’ll hook one for sure.”
What’s A Brand
• Build brand awareness • Showcase your expertise
• Clicks vs. impressions •
Brand Awareness Via Social Media
• Twitter o Promoted Tweets o Promoted Handles
• LinkedIn ads o Sponsored content o Create an ad
Get in front of prospects
Demonstrate Value Via Social Media • Prospects won’t come to you o Read your blog or PR o Watch your video
• B2B prospects use social media to o News - industry, their network,
general o Learn
• Earn attention o Offer expertise o Don’t sell
• Tweet valuable content • Participate in LinkedIn discussions
Why Measuring Is Important
• Keeps you focused • Decisions based on
facts • Accountability • Identify opportunities • Improved campaigns • Reduce cost • Increase ROI
*** 3.8:1 – Calls:Forms
Goal Completions
• Tracking vanity metrics (visits, page views, time on site, etc.) • Google keyword data not available • Incomplete tracking (PDFs, Mailto, Calls) • Flawed Google Analytics set up • Failure to attribute value
Measurement Problems
• Google Analytics • Google and Bing Webmaster Tools • Insights – FB, TW, YT
Basic Measurement Tools
Welcome To The Future
Inbound Marketing
• Advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing
• Earns the attention of prospects
• Makes the company easy to be found
• Draws customers to the website
Image – inboundauthority.com
Become the
Expert
Create Accounts (Name Claim) Grow
Networks
Create Content
Distribute Content
Lead Discussion
Participate In Discussion
"Establish Credibility With Social Media
"Efficient Content Marketing
Everyday you… • Solve problems • Think • Learn • Teach
You communicate by • Phone • Email • Presentations • Proposals • Sales literature • Articles • Press Releases
Opportunity to repurpose content • Blog • Video • Guest article • Case studies • Email news Letter
Distribute content via… • SlideShare • Twitter • FaceBook • LinkedIn • Google+ • YouTube
Drip Marketing / Lead Nurturing • Send pre-written messages • Content offers via email
marketing • User behavior triggers/dictates
the sequence • Handoff better qualified leads • Lower cost to process leads
• http://www.softwareadvice.com/crm/marketing-automation-comparison/ • http://www.getapp.com/marketing-automation-software • http://www.g2crowd.com/categories/marketing-automation/compare
Buyer Personas
GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier
HR Personas
7) Employee 8) Applicant 9) Partner Corporate Personas
10) Community 11) Media
Align Website With Persona Needs
Personas And The Buying Process
Line Up the Buying and Selling Process
"Where To Start
Outline Of An internet Marketing Plan
Bringing It Together - A Better Approach
• Develop buyer personas • Create content to fill the gap(s) • Develop Lead Nurturing Campaigns
o Create content offers o Drip marketing o Lead scoring o Define marketing-to-sales handoff criteria
• Track lead disposition by origination source • Adjust marketing mix based on ROI (ROAS)
Questions
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416
Matthew Ford Vice President Operations, Partner Site-Seeker, Inc. [email protected] m: 315-525-4139
Code: MHEDA