Microsoft wpc start thinking like a publisher and socializer - final (7-3-13)
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Microsoft wpc start thinking like a publisher and socializer - final (7-3-13)
- 2. MARKETERS: START THINKING LIKE PUBLISHERS & SOCIALIZERS Tweet #WPCforMarketers
- 3. %
- 5. Yesterday’s approach: “GET IN THEIR FACE” when they’re not looking. Today’s approach: “GET FOUND” when they are looking.
- 6. That means you need to be here…
- 7. …and here
- 8. …and here
- 9. …and here
- 10. …and don’t forget here
- 11. HOW?
- 12. thinking like a marketer or advertiser…
- 13. …START thinking like a publisher and socializer.
- 15. 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
- 16. 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
- 17. Outline your basic buying cycle! 1 2 Tweet #WPCforMarketers
- 18. 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 NOTION OF ‘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 BUYER’SOBJECTIVE KEY OUTCOMES
- 19. Map your content to your buying cycle! 3 Tweet #WPCforMarketers
- 20. 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 NOTION OF ‘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 BUYER’SOBJECTIVE KEY OUTCOMES DEMOS eNEWSLETTER Q&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 CASE STUDIES CUSTOMER TESTIMONIALS PRICE GUIDES CHECKLISTS
- 22. People process information better in bite-sized chunks.
- 23. 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
- 24. Create amazing content your buyers care about! 5 Tweet #WPCforMarketers
- 25. Your target buyers have interests, problems, questions. Speak to them!
- 26. Tip #1 Get to the point.
- 27. Tip #2 Make it matter. “THE FUTURE DEPENDS ON WHAT WE DO IN THE PRESENT.” -Mahatma Gandhi
- 29. Tip #4 Push beyond the normal.
- 30. Optimize your content for your buyer & search engines 6 Tweet #WPCforMarketers
- 31. On average, 8 out of 10 people read a headline.
- 32. But only 2 will decide to read the full copy.
- 33. of online users first use search engines to look for services and products 92%
- 34. f(n) = Authority+Relevance Ranking Algorithm Off-Page SEOOn-Page SEO
- 35. Publish and socialize your content in the right places 7 Tweet #WPCforMarketers
- 36. ? 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.
- 41. Blog, and blog often.
- 42. 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.
- 45. LinkedIn is a must for B2B marketers. 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.
- 50. Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!).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.
- 51. 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.
- 52. SOURCE: EMARKETER, APRIL 2011
- 56. Twitter = influence. Start tweeting relevant, original content you want to be shared!
- 58. Paid search is a great way to get your content found fast. Organic is still best long term!
- 59. Channel #6, 7 & 8: Google+ Pinterest InstagramDisclaimer: 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.
- 60. Keep score and measure everything! 8 Tweet #WPCforMarketers
- 61. If you cannot measure it, You cannot improve it. - Lord Kelvin
- 62. 14% Conversion Rate 22% Conversion Rate 32% Conversion Rate 25% Conversion Rate 9% Conversion Rate Landing Page Social MediaSocial Media Email Organic PPC Display
- 63. 8 Measure Everything 7 Publish and Socialize 6 Optimize Your Content Create an Editorial Calendar 4 Map Your Content3 Understand Your Buyer1 2 Outline Your Buying Cycle Create Amazing Content5 Let’s recap
- 64. 10% OFF ALL BLOG, WHITE PAPER, AND EBOOK WRITING SERVICES GET EXCLUSIVE SAVINGS NOW Tweet #FullQuotaWPC13Offer 1 WEEK ONLY EXCLUSIVE Worldwide Partner Conference
- 65. .com ARE YOU READY TO YOUR MARKETING? TRANSFORM CONTACT US TODAY AT
- 67. • 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 Image Sources
Notes de l'éditeur
- Source: Marketo Report “The Ultimate Revenue Engine” That means they are “starting” the buying process with very clear understanding of; PROBLEMS they want to solve, ANSWERS available to them to solve those problems, COSTS required to solve those problems.
- Slide Notes: Getting found means that when your prospects do research on Google, Facebook, Twitter, LinkedIn, Technorati, or elsewhere in the blogosphere, they find you. Whether they are looking for information, advice, thought leadership, analysis, predictions, tools, data or conversation, they find your content, your people, your brand, your products, and your company.Quote Source: http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) Istock Photo -File #: 18596624
- http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
- Images: purchased from istockphoto.com
- Images: purchased from istockphoto.comBuyers are busy, but know what they want. Good marketers understand their target customers. But, great marketers convert this understanding into relevant, engaging and search-optimized content that demonstrates leadership, earns trust, and fills their funnel.
- Images: purchased from istockphoto.com
- Images: purchased from istockphoto.com
- Images: purchased from istockphoto.comThere’s a big difference between suspects, prospects, leads and buyers. But they do have one thing in common -- they’re all on a journey. The world’s best marketers develop a deep understanding of this end-to-end journey.
- General ConceptSource: Eloqua and Jess3 http://blog.eloqua.com/the-content-grid-v2/
- The best marketers create content that speaks specifically to every phase of the buying journey. When properly tailored to your specific buying journey, content helps to nurture opportunity from the “top of the funnel” to the “bottom of the funnel”.
- General ConceptSource: Eloqua and Jess3 http://blog.eloqua.com/the-content-grid-v2/It can be a trend report, a Q&A eBook, a step-by-step eBook, a demo video, a price guide checklist. That is largely dependent on what your target buyer has told you they want at that stage in the buying process. In your persona interviews, you need to ask them, "What kind of content are you consuming? Is it different as it moves through the buying cycle? Are there different requirements?" I've shared our persona interview templates with a number of you and I'm more than happy to share it again after this webinar. We've added a content preferences survey to it as well. My email will be at the end of the webinar as well.
- Image: purchased from istockphoto.com http://www.istockphoto.com/stock-photo-4548417-deadline.phpContent marketing is a marathon, not a sprint. Success requires dedication, stamina and sticking to a regimen. With consistency, your content is guaranteed to be fresh. Google will pay close attention. Your target buyers will be drawn to you.
- Source: The Washington Post, July 24, 2012Images: purchased from istockphoto.com
- Source: FullQuota, LLC
- Source: Reed Overfelt, FullQuota
- Get to the point. Buyers are busy. Get to value quickly! Extract key points and relevant highlights. Offer ideas and make recommendations.
- Buyers are looking for answers. Focus on topics they actually care about. Challenges. Opportunities. Successes. Failures.http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg
- Buyers are drawn to experts who tell authentic, intriguing, surprising and useful stories.
- Buyers seek intriguing, surprising and useful ideas! Present them with a provocative vision of future possibilities.
- Images: purchased from istockphoto.com
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) 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.
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) Istock Photo - File #: 16755184Istock Photo - File #: 16755184
- Image source – courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
- Hubspot: State of Inbound Marketing Report 2011
- Hubspot: State of Inbound Marketing Report 2011 And again, these are B2B data points.
- Hubspot: State of Inbound Marketing Report 2011
- Image: from Microsoft clipart + YMKM Agency LLC illustrationA blog is mandatory. It’s your top, most important channel. And the best advice I can give you is blog, and blog often. And it should be original, unique content. Don’t copy, don’t paste. Make it your own stuff. Every business day should have a new piece of content.
- Image: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/high-detail-3d-social-icon-set.htmlNext step, LinkedIn. So, is LinkedIn a channel that you need to participate in? The answer is yes!
- Hubspot: State of Inbound Marketing Report 2011 And it drives by far the most referrals to B2B sites today.
- Hubspot: State of Inbound Marketing Report 2011 It generates considerably more leads than any other channel, including your company blog.
- Image: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/high-detail-3d-social-icon-set.htmlLinkedIn is a must-have. You need to participate on a basic level by posting content. However, you should also participate actively in groups and in question-and-answer sessions. At a minimum, you need to share original, unique content.
- Image: courtesyIconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_iconI get more questions about Facebook than any other channel today. And the reason for that is the sheer reach of Facebook.
- Source: COMSOURCE, FEBRUARY , 2011 One of every eight minutes spent online is spent on Facebook today. It is just a behemoth.
- Hubspot: State of Inbound Marketing Report 2011 You need to know that it is largely a B2C channel today. It doesn’t mean that B2Bs can’t use it. It just means that it’s a better channel today for B2C companies.
- Hubspot: State of Inbound Marketing Report 2011 And that’svery consistent with more lead conversions for B2C, etc.
- Image: courtesyIconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_iconFacebook is a very effective tool, it’s just not as good as the other ones yet. Emphasis on “yet.” Facebook announced recently that their new advertising platform is going to be 100% content-based. You’re going to have to have content, not just advertising for your company.Ask your buyer, “Are you using Facebook today to consume business content? Are you using it for work-related things?” And you’re going to get mixed answers for that. So just remember that it’s a channel only as long as your buyers are participating in it.
- Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.htmlSo next step, Twitter. Is Twitter a good channel for you to use? What you need to understand is who actually participates in Twitter.
- Source: EMARKETER, April 2011 The Twitter users today are young, smart, affluent and tech-savvy. In short, they’re influencers.
- Hubspot: State of Inbound Marketing Report 2011 And they are very active in driving B2Bpurchase decisions. They are the people who write the blogs that your readers are reading today. These are the type of people who are participating in Twitter.
- Hubspot: State of Inbound Marketing Report 2011 And so it is a very good channel for B2B, if you understand how to use it. In fact, it’s better for B2B than B2C.
- Hubspot: State of Inbound Marketing Report 2011 People who participate in Twitter see twice the lead generation. It varies by company size, but it is a good B2B channel.
- Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.htmlPeople whoparticipate in Twitter are the folks that are creating the content that your buyers are consuming today. The trick here is that you want to create really good stuff that they find interesting so that they’re going to talk about it on their blogs. And that they’re going to share with their audience today. So Twitter is mandatory for us. Remember that it is an influence channel. As you start building out the people you follow on Twitter, you need make sure to find people who are influencers in your market and follow them. Feed them good stuff - feed them stuff that you want them to share because that’s what they’re going to do for you.
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) On to paid search. So you might be scratching your head, asking, “Paid search? Is that a promotion channel?” Remember 25% of the click-throughs on search results are from paid search.
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) There are a bunch of other channels. We’ve been getting a lot of questions about Pinterest and Google+. Pinterest is probably the most interesting one to date because it’s growing fast. But is it the right channel for you? You need to ask your buyer. Pinterest today is largely not a B2B channel. However, it’s growing so fast that you need to keep an eye on it.Google+ is an interesting channel. Unfortunately, Google gives Google+ content more authority than it deserves and as a result, you most likely will have to participate in it and post content.There are also the social news sites - Reddit, Digg, StumbledUpon. You need to ask your buyer if they’re participating in those channels and then participate accordingly.
- Successful marketers are competitive beings. They keep score and play to win. They constantly test new ideas and know exactly what content resonates (and what doesn’t) with target buyers in each unique phase of the sales cycle.
- Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages Segmentation of channels allowed you measure the effectiveness of each channel and isolate a weak inbound source. Either remove/reduce spending on this channel or A/B test to improve it.