What Does Your Web Presence Say About You?
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This session will show you how to ensure you're making the best impression possible, how to position your business as "the" leader in its industry, and how to remain "top-of-mind" with your prospects when they're ready to buy, and after the sale. Presented at the Spring 2014 APIC Conference in Scottsdale, Arizona, to teams of executives in the wholesale distribution industry. For more information about the APIC Conference, visit http://www.APICConference.com. For more information about Susan Merlo visit http://www.SusanMerlo.com
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What Does Your Web Presence Say About You?
- 1. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! What Does Your Web Presence Say About You? Improve and Capitalize on Your Customers’ Perception of You and Your Company Susan M. Merlo
- 2. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! A B O U T M E 20 Years in the Corporate World President of Next Level iMedia, a Marketing Consulting Company Specializing in Media Strategies Best-selling Author Creator of Training Programs for both Business Owners and Marketing Professionals Community Volunteer
- 3. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Digital Marketing - When Used Correctly - “Top of Mind” with prospects and clients - Pick and choose who you work with
- 4. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Fact: 80% of consumers search for a product before purchasing it. “Smart businesses and their leaders have learned that regularly posting messages on social media is a way to get your content out into the marketplace and connect with people who could become customers or refer business your way. Like all human relationships, it takes time and it’s an on-going, two-way process.” Myth or Fact? Dispelling a Myth?
- 5. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! - B2C = Conversations of Consumers - What Others Say - How Company Responds - Where Information is Found & How Often B2C World vs. B2B World
- 6. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! - B2B = You Can Control - Via the Content You Share - How You Share It B2C World vs. B2B World DM = Easier Than Ever Before to be What Your Clients and Prospects are Looking For
- 7. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! If you sell something, you make a customer today. If you help someone, you make a customer for life.
- 8. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Content Marketing is the creation and sharing of content to attract and engage a defined audience. “Content Marketing”
- 9. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Content Marketing Strategy is to first plan, then create your content in media formats that are scalable and repeatable, and most of all, helpful to your most ideal audience. “Content Marketing Strategy”
- 10. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Stop Thinking About Selling? - Please don’t kick me off the stage . . . ! - Enriching Lives (really) - Building Relationships (kind of)
- 11. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Stop Thinking About Selling? - Publish Material that is - Useful - Valuable - Memorable - Unique
- 12. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! “We have the widgets (= what we sell) you need to succeed.” “We’re all you need to buy widgets (=the products we sell) .” “We’re committed to providing superior products / service.” (so buy from us) “Eight things you should know about us.” (so you’ll buy from us) Platitudes Don’t Just Say It – Show it
- 13. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! “To succeed in today's marketplace, you must be able to understand the complex problems your customers face. The right supplier should be able to collaborate with you, stimulate your thinking, and create revenue-building solutions that you might not have the time to create for yourself. As one of our region's largest independent widget distributors, we have a proven record of doing just that. We've been providing customer solutions since we were established in 1981. Getting Closer . . .
- 14. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! From large industrial corporations to the backyard mechanic, no customer's need is too large or too small. We diligently work to reduce your overall purchasing costs and increase the level of service you should expect from any vendor. We are your one-stop shop for this and that and this and that and this and that. (so buy them from us) Don't wait a moment longer, contact us today!” . . . Getting Closer Don’t Just Say It, Show It!
- 15. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! “We believe in the one-stop shop model. You should be able to have every resource you need in one place to effectively run your business and increase profitability. This is why we have created access to all of our knowledge and a variety of information.” . . . And Closer Still
- 16. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! So Who’s Got it Right?
- 17. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! These guys are getting there . . . (Don’t be Lester Burnham)
- 18. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! If you sell something, you make a customer today. If you help someone, you make a customer for life.
- 19. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! True thought leaders focus on guiding others, not advancing their own interests. Focus on your audiences’ needs and interests, not your own. DM = Easier Than Ever Before to be What Your Clients and Prospects are Looking For
- 20. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! To earn client loyalty, to attract new loyal clients that trust your products and services and are willing to depend on you, show them how your product or service will improve their life, and you’ll win them over. When you help them improve their life, they’re yours. “You can’t purchase loyalty. If you want to earn loyalty, then you have to offer yours in return.” ~ Francis Underwood, House of Cards Client Loyalty = Becoming “Their Guy”
- 21. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! The benefits of doing this are actually two-fold. 1. You will gain customer trust, and eventually, their business. 2. You will gain prime positioning in the search engines. Platitudes Don’t Show Them – Do It! - Give away your expertise - Reveal some secrets - Share willingly, whether they buy or not
- 22. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! “If you want to rank highly on a keyword, better have it in the content of your website.” ~ Matt Cutts, Head of Google’s Webspam Team Authoritative Worth Linking To Relevant Keyworded Properly Timely Fresh and Interesting Visual Engaging
- 23. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be!
- 24. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! 96.0 87.0 58.9 Average Monthly Time in Hours Spent on Digital Media based on Age Group 18-34 35-54 55 and OverSource: Wishpond
- 25. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Identify Audience Identify Their Needs Content Audit Content Planning Content Delivery Content Promotion Outreach Measurement - Research - Social Listening - Influencer Sizing - Research - Social Listening - Existing Media - Keyword Research - Keyword Ranking - Online & Offline - Set Guidelines - Policies & Procedures - Internal Resources - Multi-purpose Content - Content Calendar - Content Deployment - Social Sharing - Mission to Help - More Research! - Social Profiling - Blogger Outreach - Social Influencers - Conversions - Page Views - Bounce Rate - More Listening - Share Rate Forming a Content Marketing Strategy
- 26. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Content marketing is a marathon, not a sprint … … and to win the marathon, you’re best served to start with video.
- 27. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Why Video? - Fastest and Easiest - Personal and Engaging - Sincerity / Transparency
- 28. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Why Video? - Increases Engagement - Highest Click-through Rate - 60% People Prefer
- 29. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Why Video? - 70% of B2B Companies Already Use - 93% Marketing Companies Use - 82% Believe it Results in a Positive Impact on their Bottom Line
- 30. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Why Video? - First Page of Search Engines x53 - Appear in Search Results x63 - Tremendous Sales Driver (B2C)
- 31. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Video drives sales 42% of business people who watched a video purchased a product. ~ IDG 61% of businesses say online video is the top converter for sales. ~ Adobe Digital Report Visitors who view product videos are 85% more likely to buy than visitors who do not. ~ Internet Retailer Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. ~ comScore 52% of consumers feel watching an online product video makes them more confident in their purchase. ~ Internet Retailer
- 32. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Video drives sales 60% of consumers will watch product videos when they find them. ~ Website Magazine 52% of consumers say they are less likely to return a product after viewing a product video on a brand website or YouTube. ~ Website Magazine Three out of five consumers will spend roughly two minutes watching a video that educates them about a product they plan to purchase and 37% will watch for more than three minutes. ~ Internet Retailer Retail sites with video content increase conversion by 46%. ~Treepodia
- 33. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Why Video? - Easily Transcribed - Blog Posts - Articles - White Papers - Series - Podcasts - Books
- 34. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Blogs Are Almost As Important - 44% of Companies Have - 55% More Visitors - B2B = 88% More Leads - B2C = 67% More Leads - Content Becomes Your Library / Your Legacy
- 35. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! If you sell something, you make a customer today. If you help someone, you make a customer for life. You Can Become What Your Audience is Interested In With Digital Marketing
- 36. _________________________________________________________________________ Marketing that Puts You Everywhere You Need to Be! Let’s Take Some Questions….