How to do Inbound Marketing for resellers - a quick start guide
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If you're in the IT channel, a reseller, franchisee, here's a quick start guide to Inbound Marketing and Content Marketing
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How to do Inbound Marketing for resellers - a quick start guide
- 1. hosted by The fully-certified Hubspot Gold Partner
- 3. Situation • • • • • • • • Living life at the coal face Often Late in the buying cycle Branded Keywords are tough Overshadowed by the vendor in results Selling identical products Leads are location led: UK/regional/local Dominance of sales not marketing Co-marketing is a challenge
- 4. TRUST CURVE product research stage hard to diff – it’s down to prices and offers
- 5. START • • • • Personas Differentiate Personality Demonstrate your Service, Experience and Sectors
- 6. Content • • • • • • • • • • • • YouTube - transcripts Optimise pages on solutions Get decks and pdfs Rewrite Reformat, rename, re-brand Images – rename long tail Look in Sales’ emails Webinars – again get vendor Get vendor to guest blog Case studies LinkedIn discussions, vendor portals Put out lots of help and service content + customer services • • • Original content Reviews – you’re at the coal-face Vendor has: – – – – • • • • • • product managers channel managers territory managers vertical and bus transformation No follow links to the vendor Simplify blogs for the real people and their bosses – make it easy to say yes Get your badges on show Be the most talked about Follow the vendor’s calendar seed content early for upcoming events and exhibitions
- 7. Reformat and Repurpose Content • • • • • • Vendor website YouTube - transcripts Optimise pages on solutions Get decks and pdfs Questions in vendor webinars Rewrite, reformat, rename, rebrand • Images – rename long tail • Case studies • Put out lots of help and service content - + customer services • No follow links to the vendor • Simplify blogs for the real people and their bosses – make it easy to say yes • Get your badges on show • Be the most talked about • Follow the vendor’s calendar
- 8. Original Sources • • Look in Sales’ & Service emails Collaborate with Vendor – – – – • • • • • product managers channel managers territory managers vertical and bus transformation Webinars – again get vendor Get vendor-people to guest blog Case studies LinkedIn discussions, vendor portals Put out lots of help and service content - + customer services • Reviews – you’re at the coalface – X vs Y • LinkedIn discussions, vendor portals • Follow the vendor’s calendar • Seed content early for upcoming events and exhibitions • Hire Industry Bloggers and Trade Mag Journos/Editors
- 10. SEO and keywords • Google page #1 – – – – • • • • wiki youtube vendor product url Go long, go solutions, go problems Understand Hummingbird No follow link exchanges Bag the product name URL?
- 11. Progressive • Use forms to gather intelligence – for sales – for marketing • Use TYPs • Ask in email – what to do you want from us?
- 12. PAID MEDIA • • • • • • Be selective on PPC Branded keywords – quality score Consider social media advertising Content CTAs in trade email newsletters Mini events – have a content agenda – ask Consider sponsorship – for content and building family
- 13. PERSONALISE • by industry • product • content on the page
- 14. Lead Nurture • Qualify and learn • Use it to show off your customer service • Don’t jump in too fast • Use it to show how simple it is working with you • Show them how you’re different
- 15. Social Media • • • • • Groups Twitter – your new PR wire – feed them Where your customers are Twitter – follow the vendor Leverage your whole company
- 16. BE INBOUND • • • • Transform your organisation Whole of company Whole of channel and customer chain Be helpful, useful and interesting
- 17. Analytics • For ROI and co-marketing – measure • ROI at marketing ‘event’ level • Better qualified sales leads
- 18. hosted by The fully-certified Hubspot Gold Partner
Notes de l'éditeur
- used to being at the coal face now you’re coming back down the lines getting involved earlier
- Luckily Vendors aren’t great with marketing and content marketing
- Luckily Vendors aren’t great with marketing and content marketing
- Luckily Vendors aren’t great with marketing and content marketingSeed content early for upcoming events and exhibitions