How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
70
Inbound Marketing How to Focus on Inbound Using Content + Social Shelly Kramer, @shellykramer © 2013 V3 Integrated Marketing
-
Upload
yall-connect -
Category
Marketing
-
view
282 -
download
2
description
Shelly Kramer Y'all Connect Presented by Alabama Power July 23, 2013 Birmingham, Alabama Content marketing and social media are the cornerstones of any inbound marketing (and integrated marketing) strategy. As brands and agencies rush to create branded content, they are often realizing that great content alone isn’t enough. Some 76 percent of marketers who have strategic SEO campaigns in place also invest in the development of branded content as part of an inbound marketing strategy. Inbound marketing has been predicted to eclipse any other kind of marketing efforts by 2015 (and we think that sooner is probably a safe bet). So if you want to know more about using content marketing and a solid content strategy paired with the power of social media channels to get eyeballs to your content, this is the session for you. Takeaways: • Learn how high growth companies (large and small) are using inbound marketing to drive leads and sales in both B2B and B2C markets. • The Power of Data: How to use analytics to drive your content and social strategies. • Tactics for identifying your most effective corporate assets and strategies for using them. • How to utilize your internal resources to help create effective content. • Learn how to give your content legs (and make your team feel like they’re a bunch of superstars). • Tracking and Measurement. Data is a critical component of the social and content marketing efforts. Learn how to create monthly reports that will help you monitor and track the effectiveness of your efforts and use this data to guide your strategy moving forward.
Transcript of How to Focus on Inbound Marketing Using Content + Social Media, by Shelly Kramer
Inbound MarketingHow to Focus on Inbound Using
Content + Social
Shelly Kramer, @shellykramer
© 2013 V3 Integrated Marketing
New Way vs. Old Ways of Business
How High Growth Companies Are Using Inbound
Why Social, SEO + Content are Key
Where to Start
How to Give Your Content Legs
Some things we’ll cover include:
Tracking + Measurement
Whatever Else I Think is Nifty
The Web Has Changed
Everything
WHY Are We Talking About This?
Search+
Friends
Today, Two Things Matter
FindServe
Greatest Challenge?
Tactics to find new customers
2010 2011
51% 85%Website
38% 74%Search
20% 54%Video
Source: Study by Bredin Business Information, http://bredin.com
Tactics to find new customers
2010 2011
- 53%Coupon Offers (Groupon)
- 49%Mobile
27% 50%Twitter
43% 65%Facebook
Source: Study by Bredin Business Information, http://bredin.com
Old Way: Money x Media = Business
New Way: Time x Media = Business
The Formula Has Changed
Every company is a media company.
Every company needs a content strategy.
Every company needs a social media presence.
Every company needs to understand inbound marketing.
Today ….
What the Heck is
Inbound Marketing?
Inbound = Bees to Honey
Don’t Believe Me
Background
Online Marketing Study: Professional Service Firms
Sample Included Five Primary Industry Groups
Revenue Distribution
Respondents Tended to Hold Senior-Level Positions Within Their Firms
% of Sample
Growth
Firms Generating
…than those with no online leads
40% or more leads online
Grew 4x faster
Technique Effectiveness Rating
What do High Growth Firms Do Differently?
They Focus On
Creating Content Smart SEO
Leveraging Social Media ChannelsEmail Marketing
(building and using their list)And the fact that Data Drives
Strategy
High Growth vs. Average Firms
What Do High Growth Firms Find Most Effective?
SEOCreating Content (Blogging)
Focus on DataEmail Marketing
Creating More Content (whitepapers, eBooks, newsletters, case studies)
Social Media Channels
High Growth Firms Focusing on Using the Web and Online Marketing
are Generating…
…as Average Growth Firms
5X More Leads
Twice as Many New Hires
High Growth Firms Obtain …
… is what Average Growth Firms
63% of leads online
12% of leads online
Greater Engagement = Faster Growth
Firm Growth andOnline Lead Generation
Profitability
The Greater a Firm’s Online
Lead Generation Focus, the
Greater its Total Profitability
Firms Generating
60%or more leads online
Are 2X More ProfitableAs Those Generating 20% of leads online
Why Inbound?
Inbound marketing generates more leads for longer periods of time than traditional marketing.
Example:
Display ad in local business journal
runs once, exposure to people reading the paper
that week
Blog Post, White Paper, Case
StudyThese marketing resources live on your website and, properly optimized and marketed, can attract leads for a
long time to come.
Blog + Social + SEO Deliver Lower Cost Per Lead
Wake Up CallB2B companies must realize that
effectively selling their services requires them to go beyond traditional
marketing and face-to-face selling. They need to adapt.
You don’t start with social. If
you do, you will lose.
What are we doing?
What are our competitors doing?
Where do we have opportunities?
Where do we stink?
Start With Data (and a Competitive Analysis)
Who are our prospects?What are they doing?
Where do they hang out?What do they talk about?
What do they need?How can we serve them?
Our Prospects + Social
Social channel engagement +
interaction have a big impact on
brand reputation and search
So, optimize
your brand(and start with your website).
Checklist
Well-Optimized WebsiteCorporate BlogLegitimate Social PresenceCorporate AssessmentStrengths + Assets + Opportunities
Corporate Assets
Yammer, SharePoint, JiveBloggersSocial Media Power UsersTech + Socially Savvy Sales TeamDo Something Crazy, Ask
66.7% - Use Social Media Networking Sites
87.5% - Use Social Networking Sites for Business + Personal Use
Survey Your PeopleHere’s What One Survey Told Us
81.8% Have Clients Who Use Social Media Channels
91.7 % Do NOT Communicate With Clients Through Social Media
Channels
What They Told Us
58% are on Facebook
44% Visit Facebook a Few Times a Month
What They Told Us
75% Have LinkedIn Profiles
50% Visit LinkedIn Weekly17% Visit Monthly25% Visit Rarely
What They Told Us
58% Belong to LinkedIn Group(s)
81% Rarely Post a Status Update
What They Told Us
What Compels You To Visit LinkedIn
18% - Who’s looked at my profile18% - Research
18% - New Biz Dev
(Accept/reject invitations, manage contacts, look for someone, look at updates)
Networking? Pshaw.
What They Told Us
Human Assets
Recruiting TeamBusiness Development TeamMarketing TeamInternsExecutive Team
Internal Resources
Client Pitches, PresentationsConference AppearancesVideo, Photos, VignettesWhitepapers, Case StudiesCustomer Service ExperiencesSales Team War Stories
One Presentation• Original Purpose• Modified for SlideShare• Voiceover Added, YouTube• Blog Post• Guest Blog Post• Pinterest Board• Client Newsletter• Landing Page Campaign• Email Marketing
Data Is
Critical
How do you know if it’s working?
Data Drives Everything
Let’s Compare …
The Power of a Blog, 2012
The Blog, 2013
Let’s Compare …
Track Your Success
• Most popular Twitter content• Most popular blog posts• LinkedIn adopters (groups,
opportunities, RFPs, sales)• Blog content can lead to opportunities• What you like + read + share
Test, Measure, Test
• Treat content + social as part of your lead gen efforts (track it)
• Experiment with landing page campaigns
• Never stop building your list• A/B Test
List Building is Easy
Want to Focus on Growth & Profitability?
Start with Your Website +
Inbound Marketing
How Do We Do That?
• Start thinking about Content
• Time + Social + Content Marketing =
Leads• Leads + Conversions = Sales
Most Commonly Used Inbound Tactics
#1
#2 #3
Most Effective Inbound Marketing Tactics
#1
#2 #3
White Papers
More Content (Corporate Blogging)
Step Up Your Inbound Game
Use Your Analytics as a GuideUnderstand the Importance of SEOKnow Your Audience, Serve ThemFocus on Creating Great ContentTie Social to Business Initiatives
For all that’s holy, please remember …..
Project managers and admins are not
marketing strategists
Stalk Me, Anytime
LinkedInShelly DeMotte Kramertwitter.com/shellykramer facebook.com/shellykramer
www.v3im.com
