David vs. Goliath: How content marketing evens the playing field

Impression-Marketing.com

Henrico Business Leaders September 2015

David vs. Goliath

How content marketing can even the playing field for small brands


St. Joseph’s Villa, Oyster Consulting, Commonwealth Dermatology, G2 Orthopedics, & Mid-Atlantic Controls All of our Richmond clients operate in Henrico, including: Richmond Alarm, Colon & Rectal Specialists, Better Kitchens & Baths, Moseley Electronics, Habitat for Humanity

Clients with offices in Henrico

How has marketing changed?

More has changed in the last 5 years in advertising and marketing in the last 100. It used to be you’d buy space and tout your products advantages. We shouted at consumers and competed for their attention. So what has been the catalyst for this change?

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More has changed in the last 5 years in advertising and marketing in the last 100. It used to be you’d buy space and tout your products advantages. We shouted at consumers and competed for their attention. So what has been the catalyst for this change?

How has marketing changed?

The internet. Consumer buying habits have changed. Technology has evolved. Advertising had to change to be effective.

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The internet. Consumer buying habits have changed. Technology has evolved. Advertising had to change to be effective.

How has the internet changed advertising?

The consumer is in charge!

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Consumers are in charge. They choose which brands to engage with.

How has the internet changed advertising?

Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.

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Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.


The Purchase Process

That's how far the average buyer is through the purchase decision process before engaging a sales rep

Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.

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Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.

What is Content Marketing?

• Articles/Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Website pages

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Also referred to as inbound marketing. Content is the blog posts, videos and any information you put out there to educate your consumer. Content marketing is providing information your target market wants or is currently looking for.

Content marketing levels the playing field

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In today’s market, size doesn’t always matter. The new marketing, called content marketing or inbound marketing, has leveled the playing field.


How have your shopping habits changed?

How do you shop?

Let’s start with how you have changed in how you make purchases for both goods and services. Let’s say you are buying a refrigerator. How many of you would call and ask for a company brochure for a samsung refrigerator? Where do you start? So if your buying habits have changed, do you think your customers have adjusted theirs?

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Let’s start with how you have changed in how you make purchases for both goods and services. Let’s say you are buying a refrigerator. How many of you would call and ask for a company brochure for a samsung refrigerator? Where do you start? So if your buying habits have changed, do you think your customers have adjusted theirs?


How Do People Search?

1. Cost

2. Problems/Symptoms

3. Versus/Compare

4. Reviews

5. Best

*From the Sales Lion

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So how do people search? No one wants to address cost. They want to be “in front of the customer first”. Well that’s not the way the consumer wants it. If you don’t address cost on your website, you won’t be on the radar at all.


What is Google’s goal?

Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.

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Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.


How to find out matters to your customer?

Your customers are asking questions.

Are you answering?

To find out what matters to your target market, all you have to do is listen to what they are asking. If they are asking you, that’s what they are typing into Google. Simple as that. So content marketing is more about providing information to the consumer at precisely at the point of purchase they are in.

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To find out what matters to your target market, all you have to do is listen to what they are asking. If they are asking you, that’s what they are typing into Google. Simple as that. So content marketing is more about providing information to the consumer at precisely at the point of purchase they are in. It all starts with search. And answering questions the consumer can find themselves. Sure you want to get in front of them and tell them all about it! But they have to be ready to hear you.

The new approach to selling is education

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Example: There is a pool company called River Pools & Spas. And the owner, facing a total business meltdown in 2008, decided to dedicated each night of the week to answering customer questions about fiber glass pools. After a month, traffic picked up on his website. Then he started getting calls for pools. One of the posts was about “how much does a fiber glass pool cost?” That post today has brought in over 2.5 million dollars in revenue

The new approach to selling is education

2.5 million dollars

Example: There is a pool company called River Pools & Spas. And the owner, facing a total business meltdown in 2008, decided to dedicated each night of the week to answering customer questions about fiber glass pools. After a month, traffic picked up on his website. Then he started getting calls for pools. One of the posts was about “how much does a fiber glass pool cost?” That post today has brought in over 2.5 million dollars in revenue.

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One blog post. How much did that cost him? Some of his time.

B2B Example A potential customer searched for “companies that install tridium control systems in richmond va

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A potential customer searched for “companies that install tridium control systems in richmond va

The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs

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The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs

B2B First Week Results

B2B Short Term Results

• They’ve closed $35,000, which has a phase II component that will result in additional revenue

• Two leads have come in related to Church facilities

• One lead came in from a military base in DC

• In addition, they’ve had an application for a field installer job

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Since a late February launch, they’ve seen new activity as a result of the new website and it’s more educational focused content


Website Sales Funnel A customer searched for video cameras

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A customer searched for video cameras


Website Design & Development


Blog Strategy Funnel

Brainstorm Write CTA* Publish Track

Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.

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Is it working? Success Metrics

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Appendix

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Where to promote B2B?

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We focus efforts on digital content marketing which means we are focused on providing information your target market wants or is currently looking for. Youtility


Where to promote B2C?

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Best tactics?

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David vs. Goliath: How content marketing evens the playing field

Marketing

Transcript of David vs. Goliath: How content marketing evens the playing field