Getting Startups Started with Effective Content Marketing & Paid

Amplification

with Julie Perry of StrataBlue

Strategies for Social Marketing Success

for Indy SmartUps

The Marketing Mix Within this integration, marketing must do things its never done before.

Market

Advertising

Events

Promotions

Public Relations

Social Media

Online Strategy

Creative

Packaging

Thought Leadership

The Age of the Customer Digital and Social Tools + Mobile = Technology-empowered buyers…

Market

Advertising

Events

Promotions

Public Relations

Social Media

Online Strategy

Creative

Packaging

Thought Leadership

The Age of the Customer Social Media is on the front lines of your brand’s image and interaction online.

Market

Advertising

Events

Promotions

Public Relations

Social Media

Online Strategy

Creative

Packaging

Thought Leadership

What we’ll talk about tonight:

• Social & Digital Media Marketing Channels

• The Social Marketing Sales Funnel

• Inbound vs. Outbound Marketing

• Converging/Converged Media

• Content Marketing

• Specific Social Channels:• Facebook & Facebook Ads Possibilities• Twitter • YouTube & YouTube Ads Possibilities• Google+• LinkedIn Ads

“It is not the strongest of the species that survives, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

Social & Digital Media Marketing ChannelsA wide range of online, word-of-mouth platforms including:

• Blogs: WordPress, Blogger = Push-Button Publishing & Content Hubs

• Social networks: Facebook & Google+, Niche Networks• Professional Networking & Recruiting: LinkedIn,

Indeed• Document Sharing: Slideshare, DocStoc, Scribd• Video and audio content-sharing sites: YouTube,

Brightcove, iTunes, Vimeo, Instagram, Facebook, Vine Videos

• Microblogs such as Twitter and Tumblr• Image-sharing sites: Instagram & Pinterest• Social Bookmarking Sites: StumbleUpon, Reddit• Location-Based Services: Foursquare, Facebook Places• Consumer ratings sites: i.e. Glassdoor & Yelp• Other Digital Objects: Infographics, Emails, Podcasts

ArtScience

Social Media Marketing is…

This Evening’s FocusA wide range of online, word-of-mouth platforms including:

• Blogs: WordPress, Blogger = Push-Button Publishing & Content Hubs

• Social networks: Facebook & Google+, Niche Networks• Professional Networking & Recruiting: LinkedIn,

Indeed• Document Sharing: Slideshare, DocStoc, Scribd• Video and audio content-sharing sites: YouTube,

Brightcove, iTunes, Vimeo, Instagram, Facebook, Vine Videos

• Microblogs such as Twitter and Tumblr• Image-sharing sites: Instagram & Pinterest• Social Bookmarking Sites: StumbleUpon, Reddit• Location-Based Services: Foursquare, Facebook Places• Consumer ratings sites: i.e. Glassdoor & Yelp• Other Digital Objects: Infographics, Emails, Podcasts

Where Your Targets Are OnlineWe need to adjust our thinking.

• The great days of random Web exploration are over.

• The grand days of social interaction are here. 

The State of Web Search Today

•New Algorithm & User Interface

•Blended SERPs: videos, news, places, images, and even shopping results.

•Social Signals

•Other Engines: Quora, Twitter, Facebook, Yahoo Answers, Pinterest, eHow, LinkedIn, YouTube, Craigslist, etc…

TheSocial MediaSales

Funnel

Exposure/Awareness

InfluenceEngagement

Action & ConversionRetention (Loyalty)

Social & Digital Media Sales FunnelThere are six (6) main categories of social media metrics within the social

sales funnel:

Advocacy

Loyal Advocacy

leads back to

Awareness &

Influence

as Word-of-Mouth

TheSocial MediaSales

Funnel

Exposure/Awareness

InfluenceEngagement

Action & ConversionRetention (Loyalty)

Social & Digital Media Sales FunnelThere are six (6) main categories of social media metrics within the social

sales funnel:

Advocacy

Loyal Advocacy

leads back to

Awareness &

Influence

as Word-of-Mouth

For Startups:

Flip this Funnel

TheSocial MediaSales

Funnel

Exposure/Awareness

Influence

Engagement Action & ConversionRetention (Loyalty)

Social & Digital Media Sales FunnelGet your advocates—your brand SIRENS—talking. Go for the

influencers:

Advocacy

Loyal Advoca

cy

leads back

to

Awareness

&

Influence

as Word

-of-Mouth

Outbound Marketing (Push) Inbound Marketing (Pull)

• Cold Calling / Telemarketing

• Direct Mail

• Email Blasts

• Tradeshows

• Print Ads & Catalogs

• TV/Radio Ads & some social ads and SEM

• Press Releases

Media Relations

• SEO / SEM • Blogging &

Content Marketing

• RSS • Social Media • Social Media

“Ads” (both outbound & inbound)

• “Viral Videos” & other viral content

• Media

Coverage

Outbound + Inbound Marketing

Integrated MarketingOutbound Marketing (Push) Inbound Marketing (Pull)

• Cold Calling / Telemarketing

• Direct Mail

• Email Blasts

• Tradeshows

• Print Ads & Catalogs

• TV/Radio Ads & some social ads and SEM

• Press Releases

Media Relations

• SEO / SEM • Blogging &

Content Marketing

• RSS • Social Media • Social Media

“Ads” (both outbound & inbound)

• “Viral Videos” & other viral content

• Media

Coverage

*The two must weave in and out to be effective.

Translated to Converged or Converging Media: Make it all work in sync.Owned Earned

• Blogging, Website & Content Marketing

• Social Media Profiles & Channels

• Press Releases

• Email Newsletters

• Media Coverage & Product Reviews

• SEO

• RSS

• Social Media Buzz

• “Viral Videos” and other viral content that creates WOM & Buzz

Paid• TV/Radio Ads • Social Media

“Ads”, Banner Ads & Paid Search.

• Print Ads &

Catalogs • Tradeshows &

Sponsorships

• Direct Mail

Content Marketing

Content = Currency $

Content Marketing

Content = Currency $

Give valuable content and EARN valuable customers.

Share the wealth.

Content Marketing = Repurpose, Repurpose, Repurpose

#ISYOT

Content Marketing – (Currency)

•Use a blog. Post one significant piece of “link bait” per week. More if possible.

•Photos and images count as content –

and you need them to grab attention.

•Talk about the problem, not just aboutyour solution. (Unless it’s a case study.)

•Pay attention to all stages of the social sales funnel.

•Find the communities where the influencers are talking. Find your SIRENS!

•Make content that includes other people (influencers). Make sure they know (Twitter).

Content Marketing – (Currency)

• Establish credibility ahead of time by taking part in specific forums.

• Find people who are early adopters so you can take advantage of their input in developing the product.

• If using a blog to distribute content, make sure your sharing buttons include context.

• Collect email addresses at multiple touchpoints.

• No matter how successful your content strategy is, without paid organic amplification, you’re leaving substantial money on the table. 

Paid Social Amplification (Social Ads)(You’ve gotta PUSH to PULL.)

• YouTube Ads (Google AdWords for Video)

• Target relevant videos and audiences with skippable, pre-roll video “commercials”.

• Facebook Ads

• Display Ads, Promoted Posts, and Offers.

• Target the fans of similar pages. Don’t just “Boost”!

• Twitter Ads

• Present promoted tweets.

• Twitter "cards" that contain special offers and coupons.

• LinkedIn Ads

• Run standard Display Ads.

• Sponsor a status update from your Company Page.

• Pinterest Ads – Coming Soon!

Facebook

Your prospects are here – even if they’re not. (Word-of-Mouth “seeds” are planted on Facebook.)

Facebook Strategies

Promote content (currency) & campaign initiatives on Facebook.

1. Implement a content strategy to grow Likes, increase engagement, drive traffic, build loyalty and reduce attrition.

• Post compelling messages & eye-catching visuals for mass audience appeal & sharability.

2. Run contests & promotions.

3. Add Facebook badges and Like buttons to your own website, blog or even email.

4. Use Facebook Ads to drive awareness, website traffic, email sign-ups and to promote various content marketing campaigns.

• Target custom audiences and have a clear CTA!

Facebook Advertising

Facebook Advertising is the greatest opportunity in online marketing right now, bar none.

• Potential profit is easily 2-3x better than AdWords and SEM.

• Use for “Like” acquisition and direct, offsite linking.

• Display Ads AND Promoted Posts

• Promote valuable content and really earn those likes.

Facebook Advertising cont.

Promoted Posts:

•Show up IN the newsfeed and drive traffic.

•“Like” Acquisition is a side-benefit.

•Expand reach. (Stagger Likes w/ Content.)

•Can help improve EdgeRank to assist future “organic” efforts.

•Run Facebook Offers in newsfeed: users can claim and share with their friends.

Facebook Advertising

Target Custom Audiences• Target existing fan and community

pages. Even publications, other brands and your competitors!

• Target audiences defined by:• Precise or broad likes and interests• Behaviors (new)• Email Addresses (use Power Editor)• Facebook user ID• Facebook APP user ID• Phone number• Location (even exclude locations)• Age & Gender• Education• Connections

Twitter Strategies to Have in Place

•Twitter Content Strategy

•Twitter Follower Acquisition Strategy

•Engagement Strategy

•Listening: Monitor online conversations, keywords, and competitors for opportunities to engage & expand online reach (mid-funnel)

•Engaging: Initiate and nurture online relationships with influencers, customers, and other brand advocates (mid funnel)

Twitter Tips:

•Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified).

Favorite Tweets Get someone’s attention or show gratitude.

Favorite Tweets

Twitter Tips:

•Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified).

•Twitter Lists•Add people to Twitter lists that

compliment their expertise in given areas.

•Get on people’s radar.•Build lists to promote as a resource for

others.

Twitter Lists

Use Tweetdeck (or HootSuite)

Twitter Tips:

•Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified)

•Twitter Lists•Add people to Twitter lists that

compliment their expertise in given areas.

•Get on people’s radar.•Build lists to promote as a resource for

others.

• Julie’s Twitter Golden Rule

Twitter Tips:

•Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified)

•Twitter Lists•Add people to Twitter lists that

compliment their expertise in given areas.

•Get on people’s radar.•Build lists to promote as a resource for

others.

• Julie’s Twitter Golden Rule (RT, Favorite, Lists, Interaction)

“Make someone

feel important,

and they, in

turn, makeYOU

important.”

Twitter Tips:

•Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified)

•Twitter Lists•Add people to Twitter lists that

compliment their expertise in given areas.

•Get on people’s radar.•Build lists to promote as a resource for

others.

• Julie’s Twitter Golden Rule

•Never RT without a comment in front.

•Over 1 billion users visit YouTube each month.

•4 Billion page views a day, adding up to 1,000,000,000,000 views a year.

•Mobile Access (40%!) & Home TV Access

•#2 Search Engine in the World

•YouTube IS a Social Network.

•New Frontier of Advertising: Precisely target audiences

•Connectability. Accessibility. Sharability.

Why YouMust YouTube (over Vimeo)

Video Content Tips

•Length (keep it short, 1-3 minutes in length)

•Encourage channel subscribers.

•Don’t allow YouTube’s Ads on your videos.

•Variety: Create clips at varying lengths for different types of promotion.

•Create videos at :31 – :40 seconds to use as TrueView pre-roll ad content. (Skippable.)

•Audio quality is crucial. Don’t skimp!

• Intros for branding. Extros for connecting.

•Did you include a call to action? You must!

YouTube In-Stream Ads.

• TrueView In-Stream Ads are skippable after five seconds.

• Advertisers are not charged until the video reaches 0:30 seconds.

• Gain thousands of impressions without paying a dime! Get a banner ad, too

YouTube In-Stream Ads.

• Target user interests AND content.

• Shows ads on specific content (managed placements): Video & channel placements.

• Specify content keywords that will help match your ads to video content.

Get a banner ad, too

Profiting with Google+

•Plays major role in SEO. G+ is the evolution of search.

•Mandatory for Gmail users & YouTube comments.

•Set up a G+ Page and have everyone on your team Plus 1 every post.

•Cool features—hangouts as an example. Gather industry leaders for topical discussions. (Then repurpose to video!)

•Use Hashtags based on topics.

•Claim ownership of your content with Google Authorship.

A Google+ Company Page: Post the same way you do on Facebook.

Google Authorship

If you want your authorship information to appear in search results for the content you create:

• You'll need a Google+ Profile with a recognizable headshot

• Verify authorship of your content by associating it with your profile:• You are a well known

writer for a popular site.• An email address to

Google with the same domain as the search result URL.

LinkedIn Ads

Professional networking for you AND your company.

Have you noticed LinkedIn now allows Sponsored Status Updates from Company Pages (just like Promoted Posts on Facebook)? Use this!

Use an array of targeting options like job title, industry, or geography allows you to focus your ads towards the people you want to see them. Targeting options also include demographics.

We Help Successful

Companies Grow

Identify, nurture, engage and CONVERT prospects

into customers.

Amplify the power of your reputation & customer

goodwill.

We help successful businesses execute proven strategies through social media, digital marketing,

and analytics.

Digital Marketing StrategiesSocial Media Management

Website DesignWebsite Optimization

Marketing AutomationCompetitive Analysis

Customer Relationship ManagementE-Commerce

Cloud TechnologiesSystem Integration

Data MiningCustom Analytics

Business Process ImprovementManagement Consulting

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Thanks for your time.

LinkedIn: www.linkedin.com/in/julieperry

Twitter: @JuliePerry

Email: julie.perry@stratablue.com

Tel: 317.332.1075

Book Website: www.WorkOnAYacht.com