somnio digital trends-aaf
TRANSCRIPT
Somnio partners with industry thought leaders to help them engage their audience through the latest methods of digital marketing.
•Our Clients
Today’s key topics: !
• The Buyer’s Journey
• Search
• Lead Generation
• Social Media
• The Big Secret
•Agenda
Think Tank
•Value across mediums!!
•The ability to repurpose content and assets across:!!
- Social Media!- PowerPoint!- Blog articles!- Web banners!- Any options you can
dream up
•Buyer’s JourneyThe Buyer’s Journey
Awareness
Research
Consideration
Social
Search
Purchase
Word of Mouth
Discover
Peer Review
Trust
Compare Buyers
Influencers
Share
Evangelize
Enter Enter EnterBounce BounceBounce
Maintain
Enter
Trust
Trust
The Buyer’s Journey 2014
Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
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Click to edit Master text stylesThe Buyer’s Journey
7 Month average sales cycle The Buyer’s Journey has increased in length over the last 3 years
90% complete journey Buyer’s are often up to 90% through their journey before engaging sales
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Click to edit Master text stylesThe Buyer’s Journey
77% need multiple content 77% of B2B Buyer’s feel the need for different content at each stage of their
Buyer’s Journey
65% better conversion Synchronizing social, blog and email nurturing with the Buyer’s Journey
has shown 65% better conversion of leads
•Value across mediums!!
•The ability to repurpose content and assets across:!!
- Social Media!- PowerPoint!- Blog articles!- Web banners!- Any options you can
dream up
•SearchSearch
•Search
93% Use Search 93% B2B purchasers use search to begin the buying process
72% revisit Google 3 times 72% return to Google 3 or more
times during their Buyer’s Journey
95% Google Marketshare Google’s marketshare in B2B search by EOY 2014
•Search
1 effort For SEO / SEM
SEO and SEM needs to
become one effort
99% change search terms
99% said their search terms
change as their research
deepens
Awareness
Research
Consideration
Social
Search
Purchase
Word of Mouth
Discover
Peer Review
Trust
Compare Buyers
Influencers
Share
Evangelize
Enter Enter EnterBounce BounceBounce
Maintain
Enter
Trust
Trust
•The Buyer’s Journey 2014
Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
‹#›
Click to edit Master text styles
Value across mediums!!
The ability to repurpose content and assets across:!!
- Social Media!- PowerPoint!- Blog articles!- Web banners!- Any options you can
dream up
Buyer’s JourneyLead Generation
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Click to edit Master text stylesLead Generation
33% goes to #1 listing In 2014, 33% of traffic from Google’s organic search will go to the #1 item
listed
14.6% 1.7% close rate VS close rate Organic/Inbound search leads have a 14.6% close rate Outbound leads have a 1.7% close rate
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Click to edit Master text stylesLead Generation
33% 66% in 2012 vs. in 2013
Percentage of marketers that reported Content Marketing was
their number one driver of leads
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Click to edit Master text stylesLead Generation – Best Practices
Best Time To Contact/Convert Leads
0
1000
2000
3000
4000
7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm
164% difference between 1-2 pm & 4-5 pm
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Click to edit Master text stylesLead Generation – Best Practices
Chance of Making Contact By Attempt
0%
23%
45%
68%
90%
1st 2nd 3rd 4th 5th 6th
Chance X Attempts Were Made
0%
10%
20%
30%
40%
1st 2nd 3rd 4th 5th 6th
90% can be contacted if 6 attempts are made
30% never contacted 30% of leads are never even contacted!
•Value across mediums!!
•The ability to repurpose content and assets across:!!
- Social Media!- PowerPoint!- Blog articles!- Web banners!- Any options you can
dream up
•Social
Social Media
• #1 trusted source of content is personally recommended content
!
• Consumers are 60% more likely to recommend a brand they follow
!
• The reusing of positive social media posts becomes the norm
•Social Media
Be there. Be relevant. Be consistent. Influence the buyer.
• 21% of B2B Consumers report that they receive content via Twitter.
!
• 6% see Twitter as their preferred source of such content.
!
• LinkedIn 39%
• Facebook 27%
• YouTube 12%
LinkedIn grows to over 300 Million users !
• Cements itself as the default B2B marketing tool
• The new B2B content curator
• 2/3 of all Enterprise Buyers prefer LinkedIn to Facebook.
•Social Media
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Click to edit Master text stylesBe Relevant
Eric Schmidt, Google Chairman: !
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance.”
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Click to edit Master text stylesGoogle+
Heavily increases search ranking for your content
Misconception that Google+ is irrelevant !
• Google+ is Google
• Deeply integrated with YouTube
Now has over 343 million active users !
• Tech savvy users (B2B)
• 2nd to only facebook
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Click to edit Master text stylesGoogle Authorship
Ties-in with Google+ profiles
• Creates a verified connection between content and creator
Google Authorship is key to having your content discovered
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Click to edit Master text stylesGoogle Authorship
Google wants to: • make sure you are a real human being
• stamp out anonymity and spam
• help your audience regard you as someone who is credible
150% CTR Increase Click-throughs routinely improve 150% with addition of Google authorship
Awareness
Research
Consideration
Social
Search
Purchase
Word of Mouth
Discover
Peer Review
Trust
Compare Buyers
Influencers
Share
Evangelize
Enter Enter EnterBounce BounceBounce
Maintain
Enter
Trust
Trust
•The Buyer’s Journey 2014
Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
‹#›‹#›
IBM Social Business Assessment
Self-assessment tool that generates a dynamic graphical analysis of how customers stack up to a research study. This demand generation tool allows the user to keep their custom report with IBM recommendations. Tool can be used for seller enablement or self-facilitated on the web.
Generated $1.8 million in qualified opportunity in first 8 hours!
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Click to edit Master text stylesHP Networking SmartPack
Infographic
HTML Email TemplateBlog
Video
SEO/Social Content
10 Content Packages, each on relevant topics Delivered weekly for 10 weeks Focused on increasing search relevance Focused Google ranking High quality content Requires a low time commitment Content in as little as two weeks