Transform Your Marketing: Master Your TOFU

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Reed Overfelt, CEO of FullQuota, presents.

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Transform Your Marketing: Master Your TOFU

  1. 1. IT’S TIME TO TRANSFORM YOUR MARKETING Master Your TOFU: Get Found OnlineReed Overfelt, CEO – FullQuota Prepared by FullQuota on behalf of Microsoft
  2. 2. Google is your new businesscard.
  3. 3. 12b 2.75b 2.25b17 billion searches are conducted every month. SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft
  4. 4. 46%of daily searches are for info on products or services. 46% Products and Services Prepared by FullQuota on behalf of Microsoft
  5. 5. 70% of the links search usersclick on are organic – not paid. “Which search result link did you click on first?” 25% PAID 70% ORGANIC Prepared by FullQuota on behalf of Microsoft
  6. 6. of all organic clicks go to the top three27% organic search results. 20% 13% 10% 9% 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 Prepared by FullQuota on behalf of Microsoft
  7. 7. FirstPage…and done! Prepared by FullQuota on behalf of Microsoft
  8. 8. Bottom Line: If Google can’t find you, neither will anyone else. Prepared by FullQuota on behalf of Microsoft
  9. 9. HOWdo you get found?
  10. 10. 1 Create AWESOME Content 2 Optimize Content 3 Promote Content4 Give Great Directions
  11. 11. 1Creating Content
  12. 12. Creating exceptional andunique content is thefoundation of gettingfound online.Great content is rewarded by users and searchengines alike.
  13. 13. HOW?
  14. 14. Let’s for a second…
  15. 15. thinking like a marketer or advertiser… Prepared by FullQuota on behalf of Microsoft
  16. 16. …START thinking like a publisher and socializer. Prepared by FullQuota on behalf of Microsoft
  17. 17. 1 Identify your target buyer persona! Prepared by FullQuota on behalf of Microsoft
  18. 18. What business problems are theytrying to solve?  What are their biggest concerns?  What do they need most?  What do they want?
  19. 19. What kinds of information are theytypically searching for?  Top-notch blog articles?  New market data?  Industry research, reports & studies?  Educational content?
  20. 20. Where are they hanging out online?
  21. 21. 2 Map your content to your target buyer persona!
  22. 22. Conduct an audit of yourexisting content.
  23. 23. Things to look for…1. Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaperor eBook. You can also write a whitepaper or eBook based on a previous research study or data set.2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problemor need. For example, if youre a plumber you could create a tip sheet on “How to Troubleshoot a Clogged Drain.”3. Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short summary on 10new industry developments or write what you think will be the 10 biggest changes to your industry during the next year.4. How-To Guides: Create simple guides for your prospects to download that will help them with a problem. For example,if you’re selling mortgages, create a guide on picking the right mortgage for you.5. Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves. Forexample, if you’re a moving service, create a packing checklist visitors can download.6. Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that answers eachquestion.7. Product Demo Videos: Create a video that shows off all of your product’s features and benefits. At the end of the video,give the lead an option to download a product use case document.8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to yourindustry. Compile them in an eBook format.9. Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compellingDownloadable Kit offer.10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convinces them toconvert. Package this material into a toolkit visitors can download.11. Case Studies: Show off your leading customers and share their successes with future customers. Video record theirtestimonials for even more content and to build credibility. Offer the case studies as free downloads.
  24. 24. Top Middle Bottomof the Buying Cycle of the Buying Cycle of the Buying CycleProspect knows there’s a Prospect recognizes a need Prospect seeks solution toproblem that needs to be for a solution like yours their need; ready to buysolved• Free whitepapers • Free webinars • Free trials• Free guides & tip sheets • Case studies • Demos• Free eBooks • Free sample • Free consultations• Free checklists • FAQ sheets • Estimates or quotes• Free videos • Product spec sheets• Free kits (a combination of any of the above) Prepared by FullQuota on behalf of Microsoft
  25. 25. Create an3 editorial calendar
  26. 26. 4 Start creating AWESOME content
  27. 27. Content DOs1. Focus on your target buyer! Create content that speaks directly to their needs, wants and desires.2. Find the right SME (it’s harder than you think). The right SME understands your market and your buyer. Use the SME to guide your content with value-added commentary and feedback.3. Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers who understand how to ask the right questions, summarize and create the content your target buyers want to read.4. Know your competition. Who are your biggest competitors? Decide if you’ll use articles that mention them. What about reviews or market comparisons? Will you use those?5. Know your keywords. Use these keywords to guide your content selection.6. Use the right tools. A curation tool like Trapit will help you more quickly and easily source content. Look for other tools that can make this process easier and more successful.7. Show your unique point of view. You’re an expert. You have an answer for your buyers’ business challenges. Share it!8. Write simply and plainly.9. Stay away from overly technical jargon.10. Set deadlines, but be flexible. Creating awesome content takes longer than you think. Set deadlines for SMEs to give you articles, for writers to write them and then leave yourself some time to review them before you put them online.
  28. 28. Content DON’Ts1. Don’t be boring.2. Don’t forget about grammar. It matters. A lot!3. Don’t pick a SME who travels or is just too busy to put time and effort into the project.4. Don’t forget to schedule time with your SME each week.5. Don’t let the SME decide what kind of content to give you. Be clear – you need at least 5 articles a week on a variety of topics.6. Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the process.7. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.8. Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is straightforward and easy for everyone to understand and use.9. Don’t just start the process and then never critique it again. You have to continually tweak it.10. Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and fresh.
  29. 29. 2Optimize YourContent
  30. 30. Understand what motivates Google(as well as bing and Yahoo) Prepared by FullQuota on behalf of Microsoft
  31. 31. Prepared by FullQuota on behalf ofPrepared by FullQuota on behalf of Microsoft
  32. 32. HOW?
  33. 33. Ranking Algorithmf(n) = Relevance + Authority
  34. 34. Let’s talk about relevance Relevance = On-Page SEO The process of optimizing your website and your content around your target keywords
  35. 35. Do #1: Optimize the top SEO elements. URL(s): Search engines look at URLs as http://www. ERPforConstruction.com the most important source of relevance. Headings: Search engines view H1, H2, H3 HTML tags as more important than other text on the page. Page Title & Description: Page title and description will show up when they are listed in search engine results.
  36. 36. Do #1: Optimize the top SEO elements. Image Tags: All Image Tags need to include short and simple image descriptions and links (when appropriate) to external customer sites.
  37. 37. Do #2: Choose a primary keyword for eachpage. 1. Start by selecting a few keywords that are relevant to the content of this page. 2. Don’t be afraid of keywords with a lower monthly search volume, especially when you’re first starting out. 3. Choose one of these keywords to be your primary keyword for this page.
  38. 38. Do #3: Incorporate your keyword into pagecontent. 1. Use your primary keyword a few times throughout the page’s content. 2. Don’t overthink keyword density or placement; mention them naturally. 3. Try to bold the keyword at least once.
  39. 39. Do #4: Create internal links. 1. If you mention the primary keyword of this page on a second page within your site, link that keyword on the second page to this page. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software” on another website page. EX: data on the cloud
  40. 40. 1. Don’t copy content from other websites and use it on your own site (Search engines hates this).2. Don’t build links using unethical means (Search Engines will penalize your website).3. Don’t focus on short term results. If it’s quick and easy – it’s probably bad!4. Don’t stuff your pages and meta data with keywords (that is so ‘90s).5. Don’t syndicate your content across many other sites. Prepared by FullQuota on behalf of Microsoft
  41. 41. Now let’s focus on Authority Authority = Off-Page SEO The process of getting other websites to link back to you.
  42. 42. Authority Is Determined ByInbound Links Prepared by FullQuota on behalf of Microsoft
  43. 43. Creating meaningful and relevant content is the bestway to improve the authority of your website and content. Prepared by FullQuota on behalf of Microsoft
  44. 44. WHY?
  45. 45. AWESOME Content Gets Shared! 8,191
  46. 46. SHARED content gets MORE links…
  47. 47. More AWESOME Content = More Links
  48. 48. 1. Target sites linking to your competitors.2. Submit your site to relevant directories.3. Add your site to local search sites.4. Ask your contacts for a link. Prepared by FullQuota on behalf of Microsoft
  49. 49. 3Promote YourContent
  50. 50. Your buyer have changed. 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. 51. In fact, your buyer now spends3x as many minutes on blogs and social networks as on email. SOCIAL NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  52. 52. 3a Pick the right channels. Prepared by FullQuota on behalf of Microsoft
  53. 53. Channel #1:Blogging Prepared by FullQuota on behalf of Microsoft
  54. 54. Blog, and blog often. Prepared by FullQuota on behalf of Microsoft
  55. 55. Channel #2:LinkedIn Prepared by FullQuota on behalf of Microsoft
  56. 56. LinkedIn is a mustfor B2B marketers. Prepared by FullQuota on behalf of Microsoft
  57. 57. Channel #3:Facebook Prepared by FullQuota on behalf of Microsoft
  58. 58. Facebook is an effectiveB2B marketing tool. It’sjust not as good as someof the others (yet!). Prepared by FullQuota on behalf of Microsoft
  59. 59. Channel #4:Twitter Prepared by FullQuota on behalf of Microsoft
  60. 60. SOURCE: EMARKETER, APRIL 2011 Prepared by FullQuota on behalf of Microsoft
  61. 61. Twitter = influence.Start tweeting relevant, originalcontent you want to be shared! Prepared by FullQuota on behalf of Microsoft
  62. 62. Channel #5:Paid Search Prepared by FullQuota on behalf of Microsoft
  63. 63. Paid Search isgreat way to getyour contentfound fast.Organic is still best long term!
  64. 64. Channel #6, 7, 8:Google+PinterestInstagram Prepared by FullQuota on behalf of Microsoft
  65. 65. Participate in3b channels with awesome content about your target buyers and their passions. Prepared by FullQuota on behalf of Microsoft
  66. 66. DO:1.2.3.
  67. 67. DON’T:1.2.3.
  68. 68. 3c Make it easy to share Blogs • eBooks • Webinars • Demos • Newsletters • Everything! Prepared by FullQuota on behalf of Microsoft
  69. 69. Encourage users share contentExample: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of
  70. 70. Encourage users share contentExample: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of
  71. 71. Encourage users sharecontent Prepared by FullQuota on behalf of Microsoft
  72. 72. 4Give GreatDirections
  73. 73. Give Great DirectionsCreate: ?• Relevant websites• Clear calls to action• Compelling offers Prepared by FullQuota on behalf of Microsoft
  74. 74. Creating clear, relevant websites Headline Sub-Headline Primary CTA Secondary CTAs Benefits Customer Proof Success Indicators Features Content OfferExample: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of Microsoft
  75. 75. Clear Calls-To-Action • Offer CTAs that provide value • Make them bigger and bolder • Consider Color – Orange, Red, and Pink • Make the CTA look clickable. • Less is more. Keep it simple and clear• Test when possible.Example: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of Microsoft
  76. 76. Compelling offers… Clear Headline Description CTA FormExample: Avanade ERP forConstruction Micro Website
  77. 77. 1 Create AWESOME Content 2 Optimize ContentLet’srecap 3 Promote Content 4 Give Great Directions
  78. 78. Prepared by FullQuota on behalf of MicrosoftPrepared by FullQuota on behalf of Microsoft
  79. 79. ALL THE WAY
  80. 80. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
  81. 81. Image Sources• Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/• Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/• Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 8 - Screenshot taken by YMKM Agency, LLC• Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper- images/Stop-sign.html• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 16-18 - 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 20 - Courtesy of FullQuota• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml• Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration• Slide 29 - Screenshot taken by YMKM Agency, LLC• Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license• Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon• Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/• Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/• Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/

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