how to supercharge your business with content marketing
DESCRIPTION
Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!TRANSCRIPT
HOW TO SUPERCHARGE YOUR BUSINESS WITH CONTENT MARKETING
Deb [email protected] @debbriggs517
Kathy [email protected]
@kagray
@PolePositionMkg
@kagray@debbriggs517
@PolePositionMkg
WEB MARKETING HAS THE EDGE
Marketing is shifting from outbound to inbound W
EB MARKETIN
G’S ED
GE
* Get Content. Get Customers. Joe Pulizzi, et al.
Technology is cheapInbound leads cost 62% less than outbound leads**
Selling to customers is more challenging (informed)
Change in buyer attitudes
Traditional media losing
reach
High quality content from
businesses
Shrinking media budgets reduce quality
**http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-Leads-Cost-62-Less-than-Outbound-New-Data.aspxMarch 2011
@kagray@debbriggs517
@PolePositionMkg
THE CHALLENGES OF WEB MARKETING
THE CH
ALLENG
ES OF W
EB MARKETIN
G
Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds
The web is a busy place
THE CH
ALLENG
ES OF W
EB MARKETIN
GEvery two days, we create as much information as we did since the dawn of time to 2003.Eric Schmidt, TechCrunch, Aug. 2010
THE CH
ALLENG
ES OF W
EB MARKETIN
G
Google sites = 88 billion search per month
50-200 versions of Google’s core algorithm in the wild
70% of brands’ social content does not rank top 20 for brand names
Sources: comScore, Google Inside Search, BrightEdge SMO Study, 4/11
Number of searches is growing exponentially
THE CH
ALLENG
ES OF W
EB MARKETIN
GInternet readers are highly distractible
Internet readers are usually multi-tasking
THE CH
ALLENG
ES OF W
EB MARKETIN
G
@kagray@debbriggs517
@PolePositionMkg
WHY YOU NEED CONTENT, SEARCH & SOCIAL
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIALYour web marketing PB&J
Content
Search
Social
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIAL
51%48%
1%
Search & Social Conversions
SearchSearch + SocialSocial Alone
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
Social can’t go it alone
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIAL
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
64%
Consumer Connections via Social Media AFTER Purchase
Likely to FollowUnlikelyUnsure
Social media is closely tied to branding and customer loyalty
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIAL
Internet Search
Blogs
User-generated
Message boards
Social networks
Magazines
TV
Newspapers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%92%
53%
46%
34%
26%
20%
Info for Purchasing Decisions
Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010
eMarketer.com
92%
Purchasing decisions
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIAL
“A shape appears to be forming in the brand opportunity to connect with consumers. Consumers want accurate, timely information and they will alternate between two channels; one they feel is ubiquitous and a part of their everyday life (search), and one that [has the ability to] not only introduce brand purchase decisions, but alter their intentions and confirm their final purchase decision (social media).”
Content
Search
Social
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
“The Virtuous Circle”
WH
Y YOU
NEED
CON
TENT, SEARCH
& SO
CIAL
Search Engines Social Media Content
Conversions
Three major considerations for online marketing
@kagray@debbriggs517
@PolePositionMkg
COMPONENTS OF A COMPLETE WEB MARKETING PLAN
Org Goals
Customer Needs
Action Desired
Content, Search &
Social Mix
Analysis
COM
PLETE WEB M
ARKETING
PLANWeb marketing cycle
COM
PLETE WEB M
ARKETING
PLAN
Specific
Customer focused
Meas
urable
Setting web marketing goals
COM
PLETE WEB M
ARKETING
PLANWho are you trying to
reach?Build personas
Priorities Expectations
Obstacles
Decision Process
Benchmarks
COM
PLETE WEB M
ARKETING
PLANHow do you find out what your personas
want?Listen!
Interviews Conferences Reviews Social Media
COM
PLETE WEB M
ARKETING
PLAN
What are their goals and aspirations?
What are their problems?
What media do they rely on for their answers to problems?
What style of content would appeal to them?
What sorts of images and multimedia appeal to each?
What words and phrases do these buyers use?
How can we reach them?
*New Rules of Marketing and PR David Meerman Scott
How to develop personas
COM
PLETE WEB M
ARKETING
PLAN
Set a meeti
ng
Call for
more info
Read contentSign up for emailsDownload content
Make a purchase
What do you want the customer to do?
COM
PLETE WEB M
ARKETING
PLAN
Website
BlogNews
Podcasts
Video
PhotosArticles
White Papers
E-books
Case Studies
Match persona to quality content
COM
PLETE WEB M
ARKETING
PLAN
Keywords and Long-tail Phrases
Metadata
Headline Useful Content
Call to Action
Make quality content findable
Invest in Chosen
Channels
Share Your Content
Share Others’ Content
Engage with Customers in Two-way
Conversation
COM
PLETE WEB M
ARKETING
PLANShare content. Engage with readers
@kagray@debbriggs517
@PolePositionMkg
THREE PHASES OF THE BUYING CYCLE
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Researchers Shoppers Buyers
Researchers
Purpose:Deciding on
Needs
Shoppers
Purpose: Comparing
Aspects
Buyers
Purpose: Looking at Specifics
Pass visitors through each of the stages
Understanding the buying cycle
THREE PH
ASES OF TH
E BUYIN
G CYCLE
General information searches
Don’t know what they want
Need category level pages
Understanding researchers
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Goal Move them to the next phase
Deciding on Needs
• Use laymen’s terms• Avoid industry jargon• Explain value of what
you offer
Appealing to researchers
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Product info searches
Comparing features
Need sub-category and comparison pages
Understanding shoppers
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Goal Move them to the next phase
Comparing Aspects
• More industry specific terms
• Highlight your skills and experience
• Provide side by side comparisons
Appealing to shoppers
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Product specific searches
Looking for trust
Need product pages
Understanding buyers
THREE PH
ASES OF TH
E BUYIN
G CYCLE
Goal Become a customer
Looking at Specifics
• Specific terminology and facts
• Easy to understand info
• Links to customer service and promises
Appealing to buyers
@kagray@debbriggs517
@PolePositionMkg
SETTING SOCIAL MEDIA GOALS AND METRICS
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
The obligatory, overwhelming social
media network slide.
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Traffic Links
Credibility Conversions
Benefits of social media
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Time commitment
Number of sites
Reasons for participating
Understanding channel audiences
Engagement
Challenges of social media
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Presence
Brand
Conversions
Set your goals
SOCIAL M
EDIA G
OALS AN
D M
ETRICSWhere is your audience?
Social giants
Industry-specific sites
Local sites
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
• Introduction (awareness, drive traffic to site)• Expansion into new market• Conversation (word of mouth) and connections• Reviews
Presence
• Sentiment• Mentions/reviews• EvangelismBrand• Leads• Subscriptions• Social shares and comments• Targeted site traffic• Sales
Conversions
Set your microgoals
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Goals
Resources
Customers
Social media channel selection
SOCIAL M
EDIA G
OALS AN
D M
ETRICSChoose your sites
SOCIAL M
EDIA G
OALS AN
D M
ETRICSBe great with the channels you choose
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Fans
Mentions
Interactions
Discount codes & campaigns
Referral site ranking
@ links to page
Demographics
Followers
Favorites
Listings
RTs, @replies
Referral site ranking
Discount codes & campaigns
Links from profile
Brand mentions
What metrics can you track?
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
Views
Embeds
Social shares
“Link-thrus”
SERP real estate
YouTube
Links
Visitors
Length of stay
Downloads
Subscriptions
Comments
Social shares
Content
What metrics can you track?
SOCIAL M
EDIA G
OALS AN
D M
ETRICS
SpreadsheetGoogle Alerts
HootSuiteGoogle Analytics
Bit.lyTweetDeck
TopsyTwitter Search
+ More!
Sprout SocialSocialReport
TrackurWildfire
ViralHeatLithium
Spredfast
Radian6BrandsEyeUberVue
BrandwatchArgyle
AwarenessBuddy Media
Methods of monitoring and tracking
Thank You!Next
Workshop
October 1, 2013
How to Write Amazing Content Search Engines Love & People Want to ShareRegister today at ppmkg.eventbrite.com