Microsoft wpc start thinking like a publisher and socializer - final (7-3-13)
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Transcript of Microsoft wpc start thinking like a publisher and socializer - final (7-3-13)
Doug ElieSeema Galish
Group Access
Accelerating Growth. Together.
Reed Overfelt CEO
MARKETERS:
START THINKING LIKE PUBLISHERS & SOCIALIZERS
Tweet #WPCforMarketers
70%!
Buyers today complete
70% Of their buying process
Before they ever engage with a SALESPERSON.
Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking.
Today’s approach:
“GET FOUND” when they are looking.
That means you need to be here…
TOP 3
…and here
…and here
…and here
HOW?
thinking like a marketer or advertiser…
…START thinking like a publisher and socializer.
Understand your buyer!
1
Tweet #WPCforMarketers
Have unrelenting demands on their time
Spend most of their day in meetings
Hate being pitched
Need to sell decisions internally
Trust their peers and inner circle
Are very quick studies
Understand why executives are different
Return on time invested
Outcomes-based content and conversation
Prescriptive value and case-based discussions
Peer input and relationships
Connection to experts and high-value thinking
And what executives value
Outline your basic buying cycle!
1
2
Tweet #WPCforMarketers
Awareness (TOP) Prospect knows there’s a problem that needs to be solved
Consideration (MIDDLE)Prospect recognizes a need for a solution like yours
Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy
VAGUE NOTIONOF ‘POSSIBLE’ SOLUTION
INTERESTED IN A SOLUTION
RESEARCHING VENDORS
EVALUATING PRODUCTS
NARROWING FIELD
REFERENCE CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE OPEN VIEW SHARE
FOLLOW DOWNLOAD PARTICIPATE INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CTIV
E
KEY OUTCOMES
PURCHASE
Map your content to your buying cycle!
eNEWSLETTER eBOOKS CASE STUDIES
PRICE GUIDE
ARTICLES
3
Tweet #WPCforMarketers
Awareness (TOP) Prospect knows there’s a problem that needs to be solved
Consideration (MIDDLE)Prospect recognizes a need for a solution like yours
Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy
VAGUE NOTIONOF ‘POSSIBLE’ SOLUTION
INTERESTED IN A SOLUTION
RESEARCHING VENDORS
EVALUATING PRODUCTS
NARROWING FIELD
REFERENCE CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE OPEN VIEW SHARE
FOLLOW DOWNLOAD PARTICIPATE INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CTIV
E
KEY OUTCOMES
DEMOS
eNEWSLETTERQ&A
WEBINARS ARTICLES
STEP-BY-STEP EBOOKS
DEMO VIDEOS
FAQ SHEETS
DATA SHEETS
ANALYST REPORTS
ROI CALCULATORS
FEATURE GUIDES
Q&A EBOOKS
TREND REPORTS
STEP-BY-STEP WEBINARS
CASESTUDIES
CUSTOMERTESTIMONIALS
PRICEGUIDES
CHECKLISTS
Create an editorial calendar
4
Tweet #WPCforMarketers
People process information better in bite-sized chunks. “
Schedule your content a little bit at a time…
Content Progression Schedule Outcome
Email industry trend report Day 1 Open, Share, Download
Publish industry trend report messages to Twitter, Facebook Pages, and LinkedIn Groups
Day 1, 5, 7, 10, 13, 15, 21, 22, 23, 24, & 25
Share , Download
Send weekly e-newsletter Day 7 Open , Share
Send weekly e-newsletter Day 14 Open, Share
Send personal invitation to attend industry trend webinar
Day 20 Attend
Publish industry trend webinar messages to Twitter, Facebook Pages, and LinkedIn Groups
Day 20, 22, 24, 26, 27, 28, 29, & 30
Share, Attend
Send weekly e-newsletter Day 23 Open
Send link to recorded industry trend webinar Day 30 View
Publish industry trend webinar recording messages to Twitter, Facebook Pages, and LinkedIn Groups
Day 30, 32, 34, 36, 38, & 40
Share, Listen
Send weekly e-newsletter Day 30 Open
Personal invitation to attend product demo webinar Day 60 Attend, Convert
Publish product webinar messages to Twitter, Facebook Pages, and LinkedIn Groups
Day 60, 62, 64, 66, 68, 70, 71,72, 74, &74
Share, Attend, Convert
Create amazing content your buyers care about!
5
Tweet #WPCforMarketers
Your target buyers have interests, problems, questions. “
Speak to them!
Tip #1
Get to the point.
Tip #2
Make it matter.
“THE FUTURE DEPENDS ON WHAT WE DO IN THE
PRESENT.”-Mahatma Gandhi
Tip #3
Tell stories.
Tip #4
Push beyond the normal.
Optimize your content for your buyer & search engines
6
Tweet #WPCforMarketers
“On average, 8 out of 10 people read a headline.
“But only 2 will decide to read the full copy.
“of online users first use search engines to look for services and products
92%
f(n) = Authority+Relevance
Ranking Algorithm
Off-Page SEO
On-Page SEO
Publish and socialize your content in the right places
7
Tweet #WPCforMarketers
?
Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
Channel #1: Blogging
Blog, and blog often.
TAKEAWAY!
Channel #2: LinkedIn
Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
LinkedIn is a must for B2B marketers.
TAKEAWAY!
Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
Channel #3: Facebook
Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!).
TAKEAWAY!
Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
Channel #4: Twitter
Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
“Twitter users are young, smart,
affluent, & tech-savvy.” SOURCE: EMARKETER, APRIL 2011
Twitter = influence. Start tweeting relevant, original content you want to be shared!
TAKEAWAY!
Channel #5: Paid Search
Paid search is a great way to get your content found fast. Organic is still best long term!
Channel #6, 7 & 8: Google+ PinterestInstagram Disclaimer: Use of social media company icons is for instructional purposes
only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
Keep score and measure everything!
8
Tweet #WPCforMarketers
“If you cannot measure it, You cannot improve it.- Lord Kelvin
14% Conversion
Rate
22% Conversion
Rate
32% Conversion
Rate
25% Conversion
Rate
9% Conversion
Rate
Landing Page
Social Media Social Media Email Organic PPC Display
8 Measure Everything
7 Publish and Socialize
6 Optimize Your Content
Create an Editorial Calendar
4
Map Your Content
3
Understand Your Buyer
1
2 Outline Your Buying Cycle
Create Amazing Content5
Let’srecap
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© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
• Slides 3 & 4: Source: Marketo Report “The Ultimate Revenue Engine” • Slide 11: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 12: c/o http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html• Slide 13 - PImage source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 14 - Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 16-20- Purchased from iStockphoto http://www.istockphoto.com/license• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 23 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 24 - FullQuota• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration• Slide 27: Courtesy of psdgraphics.com• Slide 28; Public Domain: http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg • Slide 29: Purchased at Dreamstime.com: http://www.dreamstime.com/terms• Slide 30: Purchased at Dreamstime.com: http://www.dreamstime.com/terms• Slide 31: Purchased from iStockphoto http://www.istockphoto.com/license • Slide 36: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 37: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 38: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 39-41: Hubspot: State of Inbound Marketing Report 2011 • Slide 42:from Microsoft clipart + YMKM Agency LLC illustration• Slide 43: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 44 & 45: Hubspot: State of Inbound Marketing Report 2011 • Slide 46 & 47: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 48: Source: COMSOURCE, FEBRUARY , 2011 • Slide 49 & 50: Hubspot: State of Inbound Marketing Report 2011 • Slide 51: courtesy IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon• Slide 52: urtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 53: Source: EMARKETER, April 2011 • Slide 54-56:Hubspot: State of Inbound Marketing Report 2011 • Slide 57: Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 58: Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 60: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 62:Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg• Slide 63: Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages
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