Integrated Marketing
@shellykramer
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Key to Content Marketing Success презентация
Содержание
- 1. Key to Content Marketing Success
- 2. Today’s business environment?
- 3. Most days, people feel like this
- 4. Attention is fractured
- 5. The customer journey is constantly evolving and changing
- 6. The Sales “Funnel” Isn’t Really a Funnel
- 7. There’s just one way to get their attention….
- 8. Understand this ….
- 9. Keep It Personal Buyers are 60% of
- 10. What they care about….
- 11. Digital: The Dominant Sales Channel Survey
- 14. V3 Integrated Marketing This is
- 15. V3 Integrated Marketing This is
- 16. V3 Integrated Marketing @ShellyKramer V3 Integrated Marketing
- 17. Where to Start? @shellykramer
- 18. Content Impacts Everything
- 19. What Marketers Say…
- 20. Let Strategy Drive Tactics What makes us
- 21. Content Marketing & Personas Who is
- 23. What to do? @shellykramer
- 24. Know what you’re up against @shellykramer
- 25. Everybody’s a “Content Creator”
- 27. Everybody’s a “Content Creator”
- 28. Everybody’s a “Content Creator”
- 29. V3 Integrated Marketing
- 30. V3 Integrated Marketing Like these people….
- 31. V3 Integrated Marketing Like these people….
- 32. Let the Buying Stages Drive Your Content Strategy Learn Solve Compare Purchase
- 33. Content + Search + Social Inform the Customer Journey
- 34. Remember the 96% Rule
- 35. If you want success, learn this. Let it drive everything you do.
- 38. Prospects come for a reason They have
- 43. Can you see this? Can you use it?
- 44. Making Opting In a Breeze Sidebar Lightbox
- 45. Use short, intuitive forms
- 46. What Does Your Research Show? What do
- 47. Let’s Talk About Underwear
- 48. Understand why they like you
- 49. Appreciate them
- 50. Know your audience
- 51. Feed their desire to be a part of the experience
- 52. Understand Triggers + Pain Points Learn (I
- 53. Let’s Talk About Bleachers What NOT to
- 54. Let’s Talk About Bleachers What TO do
- 55. Let’s Talk Triggers + Messages Trigger: Providing
- 56. Let’s Talk Triggers + Messages Trigger: How
- 57. Let’s Talk Triggers + Messages Trigger: What
- 58. Let’s Talk Triggers + Messages Trigger: What
- 60. Type of Content: Awareness Video (fun and
- 61. Awareness KPIs Traffic/Page Views/Time On Site Content Downloads Inbound Links/Page Rank Fans/Followers Mentions/Comments/Shares
- 62. Type of Content: Consideration Quizzes + Widgets
- 63. Consideration KPIs Open/Click-Thrus Inquiries/Database Growth Form Submission Rate Funnel Conversion (Stage Change)
- 64. Type of Content: Close Trend Reports Press
- 65. Close KPIs Qualified/Accepted Leads Meeting With Sales Opportunities Active Pipeline/Pipeline Value Closed Sales
- 66. Don’t Be a Commodity: Stay Connected to
- 67. Step Up Your Game Make every part
- 68. Your Website? Does the content read the
- 69. Know That This is a Dynamic Process
- 70. Content Marketing Is Not …
- 71. How do I know I’m doing it
- 72. All that really matters?
- 73. Shelly Kramer Shelly@v3im.com @ShellyKramer
- 74. Stalk Me, Anytime Shelly@V3im.com +Shelly Kramer LinkedIn Shelly DeMotte Kramer twitter.com/shellykramer facebook.com/shellykramer www.v3im.com
Today’s business environment?
Слайд 9Keep It Personal
Buyers are 60% of the way down the purchase
path before they want live help.
95% of purchasers said the solution provider they chose provided them with ample content to navigate through each stage of the buying process.
66% of recent purchasers said that consistent and relevant communication provided by both sales + marketing was a key influence in choosing that company.
Source: Forrester’s Rethink Marketing in the Buyer’s Context, 2/2013
95% of purchasers said the solution provider they chose provided them with ample content to navigate through each stage of the buying process.
66% of recent purchasers said that consistent and relevant communication provided by both sales + marketing was a key influence in choosing that company.
Source: Forrester’s Rethink Marketing in the Buyer’s Context, 2/2013
@shellykramer
Слайд 10What they care about….
Finding Customers
Dealing With the Competition
Managing Costs
Developing New Products
+ Services
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
@ShellyKramer
V3 Integrated Marketing
Слайд 11Digital: The Dominant Sales Channel
Survey of 4,000 CMOs, 64% said they
want to approach customers as individuals. Those same marketers recognize that digital will replace face-to-face as the dominant sales channel in the next 3-5 years. What to do?
Source: BM, CxO Study, 10/2013
Source: BM, CxO Study, 10/2013
Слайд 14
V3 Integrated Marketing
This is what people thought I looked like
@ShellyKramer
V3 Integrated
Marketing
Слайд 15
V3 Integrated Marketing
This is what people thought I looked like
@ShellyKramer
V3 Integrated
Marketing
Слайд 20Let Strategy Drive Tactics
What makes us a company they want to
do business with?
Do they need what we sell? Do they know it?
Do our values and culture align?
What makes us better, different, interesting, unique, more appealing? Worth paying attention to?
What problems do we solve? How do we make customers’ lives easier and them more successful, profitable, etc.
Do they need what we sell? Do they know it?
Do our values and culture align?
What makes us better, different, interesting, unique, more appealing? Worth paying attention to?
What problems do we solve? How do we make customers’ lives easier and them more successful, profitable, etc.
Слайд 21Content Marketing & Personas
Who is this person?
What are their
work habits?
What are their challenges?
What are their responsibilities?
Who do they work with and report to?
How much purchase authority do they have?
What is their vendor selection role: End User, Influencer, Decision Maker etc
Do they have a relationship with your company today?
What do they read?
How do they measure success
What are their challenges?
What are their responsibilities?
Who do they work with and report to?
How much purchase authority do they have?
What is their vendor selection role: End User, Influencer, Decision Maker etc
Do they have a relationship with your company today?
What do they read?
How do they measure success
Слайд 38Prospects come for a reason
They have a problem or they need
information.
Live for 8 seconds.
Don’t make the copy on your website or your blog posts about you, make it about them.
Understand the 96% rule. Give them something of value in exchange for what you value.
Look at the home page of your website as soon as we’re done here. Is it 100% clear what problems they have that you solve? If not, go fix that.
Live for 8 seconds.
Don’t make the copy on your website or your blog posts about you, make it about them.
Understand the 96% rule. Give them something of value in exchange for what you value.
Look at the home page of your website as soon as we’re done here. Is it 100% clear what problems they have that you solve? If not, go fix that.
@shellykramer
Слайд 44Making Opting In a Breeze
Sidebar
Lightbox popup after x amount of time
on site
Header or Footer
In the content itself, at the bottom
On your Resources page, where you offer other things of value
Header or Footer
In the content itself, at the bottom
On your Resources page, where you offer other things of value
Слайд 46What Does Your Research Show?
What do they talk about online with
regard to your product, service, industry, niche, problems, etc.?
What do they need?
What motivates them?
What do they really care about?
What makes them laugh?
How to get there? Search volume and language, social listening, social interaction, insights from your sales team and customers.
What do they need?
What motivates them?
What do they really care about?
What makes them laugh?
How to get there? Search volume and language, social listening, social interaction, insights from your sales team and customers.
Слайд 52Understand Triggers + Pain Points
Learn (I have a problem, something has
to change)
Solve (How should I solve that problem?)
Compare (Am I solving the problem in the right way?)
Purchase (Help me build the business case so that I can buy this from you and make my life easier)
Solve (How should I solve that problem?)
Compare (Am I solving the problem in the right way?)
Purchase (Help me build the business case so that I can buy this from you and make my life easier)
Слайд 53Let’s Talk About Bleachers
What NOT to do
Company XYZ’s Tip and
Roll Bleachers are Great!
Standard Height Sports Bleachers
XYZ’s Preferred Bleachers are the Best!
Park & Playground Professionals Choose Deluxe Bleachers from XYZ Bleacher Company
Maximize Your Seating Capacity With Low Rise Bleachers from XYZ Bleachers
Standard Height Sports Bleachers
XYZ’s Preferred Bleachers are the Best!
Park & Playground Professionals Choose Deluxe Bleachers from XYZ Bleacher Company
Maximize Your Seating Capacity With Low Rise Bleachers from XYZ Bleachers
Слайд 54Let’s Talk About Bleachers
What TO do
How You Can Tip Seating
Space Limitations in Your Favor
Safety and Security: Top of Mind for Seating Procurement Pros
Preferred Bleachers: Are They Really Any Better?
Parks + Playground Officials: What You Need to Know About Choosing Bleachers
5 Seating Solutions That Maximize Seating Capacity
Safety and Security: Top of Mind for Seating Procurement Pros
Preferred Bleachers: Are They Really Any Better?
Parks + Playground Officials: What You Need to Know About Choosing Bleachers
5 Seating Solutions That Maximize Seating Capacity
Слайд 55Let’s Talk Triggers + Messages
Trigger: Providing safe seating for fans with
disabilities is a priority for me.
Message: Venues can leverage ADA compliant seating solutions to make event venues more popular, not to mention safe and fun for all.
Message: Venues can leverage ADA compliant seating solutions to make event venues more popular, not to mention safe and fun for all.
Слайд 56Let’s Talk Triggers + Messages
Trigger: How can I pick the right
kind of seating solutions to solve safety problems before they happen?
Message: ADA compliant seating solutions can help reduce safety issues and protect you and your fans.
Message: ADA compliant seating solutions can help reduce safety issues and protect you and your fans.
Слайд 57Let’s Talk Triggers + Messages
Trigger: What is XYZ Company’s track record
for this solution and why should I go with them?
Message: XYZ Company has been providing ADA compliant seating solutions to clients for the past twenty years. Learn more about specific applications and solutions to space challenges in our case studies.
Message: XYZ Company has been providing ADA compliant seating solutions to clients for the past twenty years. Learn more about specific applications and solutions to space challenges in our case studies.
Слайд 58Let’s Talk Triggers + Messages
Trigger: What type of value and ROI
can I expect?
Message: Over 95% of customers who purchased ADA compliant seating solutions from XYZ Company experienced increased event revenues and experienced a reduction in safety incidents in the first year after installation.
Message: Over 95% of customers who purchased ADA compliant seating solutions from XYZ Company experienced increased event revenues and experienced a reduction in safety incidents in the first year after installation.
Слайд 60Type of Content: Awareness
Video (fun and informational)
Infographics
Content for your blog, guest
blog posts
Top 10 lists (others)
eBooks, Playbooks, Guides
Social channel interaction (curation and original content + real conversation + sharing)
*Should be designed to inform, entertain, delight, challenge
Top 10 lists (others)
eBooks, Playbooks, Guides
Social channel interaction (curation and original content + real conversation + sharing)
*Should be designed to inform, entertain, delight, challenge
Слайд 61Awareness KPIs
Traffic/Page Views/Time On Site
Content Downloads
Inbound Links/Page Rank
Fans/Followers
Mentions/Comments/Shares
Слайд 62Type of Content: Consideration
Quizzes + Widgets (do I need this solution?)
Press
Releases
eNewsletters
Webinars, Demo Videos
Whitepapers, Analyst Reports
Interactive Demos (letting you get closer)
Customer Testimonials, Data Sheets
eNewsletters
Webinars, Demo Videos
Whitepapers, Analyst Reports
Interactive Demos (letting you get closer)
Customer Testimonials, Data Sheets
Слайд 63Consideration KPIs
Open/Click-Thrus
Inquiries/Database Growth
Form Submission Rate
Funnel Conversion (Stage Change)
Слайд 64Type of Content: Close
Trend Reports
Press Releases
In-Person Events
Feature Guides, Case Studies
Customer Testimonials
Reference
Checklists
ROI Calculators
Pricing Guides
ROI Calculators
Pricing Guides
Слайд 65Close KPIs
Qualified/Accepted Leads
Meeting With Sales
Opportunities
Active Pipeline/Pipeline Value
Closed Sales
Слайд 66Don’t Be a Commodity: Stay Connected to Them After the Sale
Email
Newsletter
Featured
stories
Social media
Blog content
Video
Cross-sell, Upsell
Social media
Blog content
Video
Cross-sell, Upsell
Слайд 67Step Up Your Game
Make every part of your integrated marketing strategy
customer centric.
Make Sure Your Website Works
Accept that SEO, Content + Social all have to work together, any one alone will fail
Know Your Audience. Care about them. Serve Them
Let Data Drive Strategy
Focus on Creating + Curating Great Content
Tie Social and Content to Business Initiatives
Leverage Content + Social to Drive Leads + Sales
Test, Measure, Test, Tweak, Test, Measure, Test
Make Sure Your Website Works
Accept that SEO, Content + Social all have to work together, any one alone will fail
Know Your Audience. Care about them. Serve Them
Let Data Drive Strategy
Focus on Creating + Curating Great Content
Tie Social and Content to Business Initiatives
Leverage Content + Social to Drive Leads + Sales
Test, Measure, Test, Tweak, Test, Measure, Test
Слайд 68Your Website?
Does the content read the way your prospects talk or
did your nerdy developers write it?
Ease of information acquisition.
What’s the mobile experience like for prospects?
Is the path to information experience intuitive?
What do other people say?
Pricing information included?
Clear CTAs?
Ease of information acquisition.
What’s the mobile experience like for prospects?
Is the path to information experience intuitive?
What do other people say?
Pricing information included?
Clear CTAs?
Слайд 69Know That This is a Dynamic Process
Learn where and how your
customers are engaging in the customer journey
Identify who they are by what content they interact with
See where your content falls short
Test what offers/formats/channels are most effective (A/B Testing)
Connect marketing team with sales team
Identify who they are by what content they interact with
See where your content falls short
Test what offers/formats/channels are most effective (A/B Testing)
Connect marketing team with sales team
Слайд 70Content Marketing Is Not …
A campaign. It’s a way
of thinking, a fundamental business strategy and you can’t fake it. It’s a completely different way of doing things. And it works.
@shellykramer
Слайд 74Stalk Me, Anytime
Shelly@V3im.com
+Shelly Kramer
LinkedIn
Shelly DeMotte Kramer
twitter.com/shellykramer
facebook.com/shellykramer
www.v3im.com
