Engage B2B Buyers On LinkedIn

© 2013 Skyword Inc, Confiden5al. All rights reserved.

Engage B2B Buyers On LinkedIn with New Content Marke5ng Strategies

August 2013

Koka Sexton Senior Manager, Social Marke5ng LinkedIn @kokasexton Andrea Wasik Director, Digital Marke5ng Skyword Inc. @andrea_wasik Your Moderator Tricia Travaline VP of Marke5ng Skyword Inc.

2 #Skyword

Today’s Presenters

Who is Skyword

3 © 2013 Skyword Inc, Confiden5al. All rights reserved.

Technology Framework

Content Strategy

Content Creators Editorial

The Four Pillars of Successful Content

#Skyword


Our Clients and Partners

Brands and Media Companies Agencies


Today's agenda

1 Why content is a "must have" for B2B marketers

Framework for B2B content strategy

4 ac5ons to become a social media pro

Applying ac5on plan to LinkedIn

2

3

4 #Skyword

Search and Social: Gateways to Buyers

6

115 BILLION

GLOBAL SEARCHES every month on Google Search

36 BILLION

SOCIAL SHARES every month in the US


#Skyword


Why Content is a Must Have

Source: Forrester Research, January 12, 2012

#Skyword

60% of B2B buying decisions are complete before engaging with a sales person

70% of the content B2B buyers read or study before making a purchase, they find on their own


Changing Buyer's Journey

#Skyword


Integrated Content and Social Strategy

Content Strategy Social Ampli!cation


Top Digital Priori5es of CMOs

Source: IBM Global Chief Marke5ng Officer Study

56% Use Social Media as Key Engagement Channel

#Skyword

Andrea Wasik Director, Digital Marke5ng Skyword, Inc. @andrea_wasik

11

#Skyword


Social Media Content Strategy – The Process

12

Process Understand your audience

Select themes and topics

Determine content formats

Measure and analyze

Plan and execute

Establish publication frequency

Identify distribution channels

Content Strategy Process

Understand Your Audience

13

Persona A

Early research phase - has not yet identi!ed brands

Generic, non-‐brand terms

Persona B

Considering and evaluating solutions

Industry accepted terms, brand terms

Understand Your Audience

14

What kind of content should I create?

ACCORDING TO FORRESTER RESEARCH,

One clear reason for the ineffec=veness of most B2B content in the awareness phase is that it tends to be wri?en for the buyer personas in the lead nurturing phase and not the user personas who are doing that ini=al discovery work on a business problem1.

1Forrester Research, 2013 report “B2B Marketers Prefer to Create Their Own Content Mostly for Lead Nurturing”

“ “

Topic Selec5on

15

Now that you know who you are trying to aJract, do some “lurking” on social networks.

•  What are their “pain points”? •  What kinds of ques5ons are

they asking, for example, in LinkedIn groups?

•  What words do they use to describe their business issues?

•  Are there terms specific to seasonality?

Generic Term Brand Term

“supply chain management”

“XYZ Co. ERP System”

“truck parts”

“commercial transporta5on components”

Topic Selec5on

16

Perform keyword search volume research to determine most valuable terms: •  Google AdWords Keyword Tool (free) •  Bing Keyword Research Tool (free) •  Moz.com (subscription) •  Keywordspy.com (subscription)

Generic Term

Monthly US Search Volume

Brand Term

Monthly US Search Volume

“supply chain management”

22,200 “XYZ Co. ERP System”

10

“truck parts”

22,000 “commercial transporta5on components”

0

Format: Snackable & Valuable

17

Format for Intended Channel

18

Tag content using the language that is used by the searcher in the discovery phase (based on your research)

TwiJer: 140 characters, can include an image LinkedIn: 600 characters, can include an image or files Facebook: 64,206 characters, can include images Google+: 100,000 characters, can include images YouTube: Video Pinterest: Image & short descrip5on

Publica5on Frequency

19

How much content is enough?

The short answer is, it is never enough! But don’t just create for the sake of crea5ng; be smart about it. Most buyers have already researched a product or service thoroughly before your sales team ever talks to them.

Geqng it out there

20

Iden]fying the right distribu]on channels

Once you start crea5ng content, make it available in the places your poten5al customers are already looking.

2 Forrester Research, 2013

81% of B2B decision makers use communi=es and blogs2

74% of B2B decision makers use LinkedIn2

Blog pos5ng

Webinar

Email Campaign

LinkedIn slide presenta5on

Plan & Execute: The Content Crea5on Process

21

Recruit Research Review Publish Promote Measure

Build social media distribu5on into your content distribu5on process

Crea]on & Publica]on Process Get the most out of your content crea5on efforts by genera5ng formats for mul5ple distribu5on plasorms.

Create & Op5mize

REPORT

Example of Formaqng for Mul5ple Plasorms

22

Blog Pos5ng

Formaqng for Mul5ple Plasorms

23

LinkedIn Update

Tweet Email Campaign

Video Interview

Formaqng for Mul5ple Plasorms

24

Another Example of Formaqng for Mul5ple Social Media Plasorms

25

Report


Digital Agency of the Future | Sharable

27

Stumbleupon

Pinterest


Digital Agency of the Future | Sharable

LinkedIn Sponsored Update

29


Email Newslever

Email Newslever

Content Calendar: Editorial Planning & Execu5on

31

Measurement and Op5miza5on

32

Analyze & adjust

Google Analy5cs Social Repor5ng

33

Social Influences Search Results


Consumer Goods Enterprise

35

Koka Sexton Sr. Social Marke5ng Manager

Building Your B2B Brand Through LinkedIn: Best Prac=ces For Amplifying Lead Genera=on & Engagement Strategy

#Skyword #Skyword

Becoming a Social Marke5ng Pro

4 Ac5ons to Becoming a Social Marke5ng Pro

37

Developing a Reputa]on: Building a strong online reputa5on that showcases your experience and increases your credibility

Gathering Intelligence: Researching social informa5on to prepare for sales conversa5ons

Building your Network: Developing rela5onships with people who can share informa5on and provide referrals

Offering Insights: Providing meaningful insights that earn opportuni5es to engage with and influence contacts

1. Be DISCOVERED

3. Let them ENGAGE

2. Let them EXPLORE

4. Create ADVOCATES


Customer Purchase Decision Timeline

Customer due diligence begins

Contacts !rst contact with vendor

Customer purchase decision

Throughout this 5meline buyers have decided on their specific needs leaving vendors to compete on price.


Company Page Social Exploration Company Updates

2. Let Them Explore


SlideShare Channel

2. Let Them Explore


2. Let Them Explore

LinkedIn Groups

Followers of a company on LinkedIn are 2x more likely to purchase and recommend

2X

Lead Generation Display Ads

Status Updates

3. Let Them Engage

Company Followers Generate Revenue

50 % of members are more likely

to purchase from a company they engage with on

LinkedIn

48 48 48 LinkedIn Confidential ©2013 All Rights Reserved

Followers Recommendations

HP Followers are 1.5 times more likely to consider HP products and services and

2 times more likely to recommend HP than non-

HP followers

4. Create Advocates

49

Building Your B2B Brand Using LinkedIn

•  Buyers are in control •  Be discoverable •  Give your customers a place to explore •  Give your customers an opportunity to engage

#Skyword


Key Takeaways

1 Know your audience

Build and amplify

Let them explore

2

3

4 Let them engage

For More Informa5on

•  Contact Koka Sexton, LinkedIn –  @kokasexton

•  Request a Skyword for Brands demonstra5on –  Email us at [email protected]

•  Contact us at 855-‐SKYWORD (855-‐759-‐9673)

•  Keep up to date on news from Skyword! –  LinkedIn Groups – Look for Skyword –  Blog at hvp://www.skyword.com/blog/ –  Facebook at hvp://www.facebook.com/skyword –  Twiver @skyword

Engage B2B Buyers On LinkedIn

Technology

Transcript of Engage B2B Buyers On LinkedIn