Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
Crowd Hydrant
1. Using Content and Social Media
to Market Your Business
Driving Engagement, Leads,
and Business Results
2. Marketing Objectives
What are you trying to
accomplish?
• Generate inbound traffic to
increase exposure
• Inform, educate, and entertain
visitors to get them to share your
content and keep them coming
back
• Capture leads that create new
opportunities for sales
• Prove the validity of your solutions
to shorten sales cycles and close
more deals
3. What Do Visitors Want?
• Fresh premium content
– Solutions – how can you solve their problems
– Education
– Entertainment
– Video (getting consumed at a massive rate!)
• Deals & free stuff
• Easy navigation
• Social media integration (share, like, etc.)
4. Where Do Visitors Come From?
• Direct referrals – visit our website!
• Press / PR
• Search engines
• Social media (viral!)
• Mobile (search engines,
tradeshows, events, etc.)
5. Who Do You Want to View Your Assets?
• Specific vertical markets
– retail, CPG
– automotive, direct sales, others?
• Business functions
– Marketing
– Operations
– Purchasing
– eCommerce
– Others?
• Roles
– C-level
– Directors
– Mid-level managers
– Staff personnel
6. What Online Assets Do You Already Have?
• Company website
• Company blog
• Company LinkedIn page
– Employee LinkedIn pages
• Company Facebook page
– Employee Facebook pages
• Other social media pages (Twitter, Pinterest, etc.)
• YouTube Channel
• Need Google+ for all ASAP!
– Google is promoting Google+ content in search
rankings
7. Content Marketing + Social Media
The most effective inbound B2B marketing tactics
are content marketing and participation in social
media
• Content marketing could include:
– White papers
– Case studies
– Landing pages
– Blog
– Video interviews
• Social media resources include:
– LinkedIn
– Facebook
– Twitter
– Google +
– Aggregators like Digg,
Reddit, StumbleUpon, etc.
8. Some Statistics
• North American B2B marketers used articles (78%) and
e-newsletters (61%) for their content marketing efforts.
• The average budget spent on company blogs and social
media has nearly doubled in the last two years
• 66% of companies with a blog say it is “critical” or
“important” to their business
• 57% of B2B companies have acquired a customer
through their blog and/or LinkedIn
• Companies with a blog receive 55% more website
visitors and a 62% cheaper cost per lead
“These types of educational and instructional
content were rated the most valuable for directly
supporting B2B marketers’ objectives.”
-- Focus Research
9. How Does it Work?
• As content is promoted, shared, and spread
through social networks it improves your visibility
• As content is picked up and syndicated, new links
are built to your site. These links can significantly
improve your visibility in major search engines
• In addition to improvements in search, content
marketing creates interest, improves traffic, and
drives lead generation
• As an added bonus, it positions content creators
and sharers (Execs, salespeople, etc.) as thought
leaders and puts them on people’s radar
11. General Website Recommendations
• Think way beyond “perfuming the pig”
– The design of your site is important, but it will
not drive traffic or keep people coming back
– Embrace white space
• Put solutions front and center
– Shoot video case studies / short interviews
with clients, staff, and industry resources
– See the blog article we wrote on this subject
here – http://goo.gl/m89ME
12. Recommendations (cont.)
• Make it easier for users to navigate
– Again, solutions right up front
– Consider sub-navigation by function, role, etc
– Keep search engine optimization (SEO) in
mind
• Deliver a call-to-action on every page
– What do you want visitors to do?
– See more, read more, learn more
– Register and/or CONTACT US
14. Social Recommendations
• Develop a blog
– Get employees across the enterprise to
contribute (write, share, comment, etc.)
– Drives hits via search engines
– Gives visitors a reason to return (fresh
content)
– Positions your people as experts in their field
• Develop a branded presence on all
applicable social networks
– Publish content on the blog and broadcast
through these channels – BIG reach!
15. Mobile Recommendations
• Optimize for mobile
devices
– Smartphones and tablets
are everywhere
– 7-10% of traffic to B2B
sites is coming from these
sources now, and this will
get bigger
– QR codes at trade shows,
on business cards, etc.
17. Content and Social Media Report
• Crowd Hydrant will take stock of your
digital assets and supply you with a
Content and Social Media report outlining:
– What assets you’ve got (and don’t, but
should)
– How they’re configured
– Who is administering them currently
– When, where and why they’re sharing content
now
– Our recommendations for improvement
18. Content Marketing
Crowd Hydrant supplies:
• Curated content (you choose the topics, we deliver
for distribution)
• Blog articles and other original content
• E-newsletters
• White papers
• Case studies
• Infographics
• Presentations
• Photo & video
• Web conference and online demos
19. Social Media
Crowd Hydrant provides:
• Social media policy documentation
• Set up and configuration of social media
accounts
• Recommendations for specific tools to save
time and streamline activities
• Process for posting, sharing, commenting,
follow up, etc.
• Training for administrators and end users
• “Gamification” and tools to drive adoption
20. Contact Us
To learn more about our unique suite of
services, please visit CrowdHydrant.com
or contact:
info@CrowdHydrant.com
513-318-8910