Ge#ng Started, Socially (social media marke6ng)
Who is this Dan Kraus guy? • 25 year sales & marke6ng veteran – 9+ years with Great Plains SoFware (‘89-‐’98) – 6+ years with SAP (‘03-‐’09) – Allaire – Macromedia – Inﬁnium SoFware – ADP, Con6nental Cable (Comcast) • Founded 3 companies • UMASS Amherst, Marke6ng
Leading Results Overview • Marke6ng services ﬁrm – coaching and consul6ng » 1:1 Coaching, Group Coaching » Frac6onal VP of Marke6ng » Social Media Coaching and Learning » Referral Marke6ng Coaching and Classes • Authorized Duct Tape Marke6ng coaches • Oﬃces in Boston and Philadelphia • Clients throughout North America • We help our clients stop was6ng money on marke6ng that does not create results
Leading Results Core Marke6ng Mantra • Dont talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably diﬀerent way that I will experience working with you as you solve those problems. • Be sure you tell me what I get; NOT what you do. Because I dont have 6me to ﬁgure out if what I need is what you do.
“IF YOU DON’T LIKE CHANGE, YOU’RE GOING TO LIKE IRRELEVANCE EVEN LESS.” -‐ GEN. ERIC SHINSEKI
Marke6ng has fundamentally changed! From: Outbound To: Inbound (ProspecIng, HunIng, InterrupIng) (ALracIng, EducaIng, “GeNng Found”) Print Ads Blogs, e-‐books, white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Op6miza6on E-‐mail Blasts RSS, Feeds
Digital interac6vity is now at the center of marke6ng
Quick Poll How Many of you: • Bought something online in the last month? » Read a review ﬁrst? » Ask an opinion on FB or other social network » Read a blog post about it • Have a blog? » Have an ac6ve blog?
Deﬁni6on of Marke6ng Know Like Trust TRY Buy Repeat Refer
Marke6ng Fabric Needs Many Threads 1. Strategy before tac6cs 2. Complete Marke6ng hourglass 3. Publish educa6onal content 4. Create a total web presence 5. Inbound Lead Genera6on 6. Selling is systema6c also 7. Live by the calendar
"Strategy without tac0cs is the slowest route to victory. Tac0cs without strategy is the noise before defeat” ~ Sun Tzu.
Strategy before tac6cs • Deﬁne your Marke6ng Purpose • Narrow your focus • Diﬀeren6ate and dominate
Why does it maper • Unique Diﬀerence? Ideal Customer? Marke6ng Purpose?
Marke6ng Purpose • Not about what you do – Its why you do it » Beyond making money • Ques6ons to Answer: » What value do we always deliver » What advice would you give to someone looking to buy what you sell? » How do you want your customers to describe you, your company, your service?
Aprac6on through Diﬀeren6a6on • To a prospec6ve customer, it is not: » Great service • They haven’t worked with you yet » Length of 6me in business • But it might be similar customers you’ve served over all those years » How well trained your staﬀ is • Cer6ﬁca6ons & training are the entry 6cket
What people really buy? • Your unique product/service • Your unique process • Your unique experience • Your unique people • Your unique guarantee • Your unique packaging/delivery …..Against a problem Its not about the products you sell, its about the problems you solve!
Ask Your Ideal Customers… • What made you decide to hire us? • What was the biggest problem we solved? • What that we do is of the most value? • What’s one thing we do beper? • What could we do beper? • What would you Google? • Would you refer us (and what do you say)? …. Themes will emerge
General Web Stats • 80% of all Internet users go immediately to a search engine when online. • 30-‐40% of users click on the ﬁrst organic lis6ng. • 62% of search users click a link on the ﬁrst page of search engine results. • 70% of searches are LONG TAIL (very relevant, not high traﬃc) • Years to reach 50 millions users: Radio, 38 years; TV, 13 years; Internet, 4 years; iPod, 3 years. Facebook added 100 million users in less than nine months; iPhone applica6ons hit 1 billion in nine months. • 77% of search users choose organic over paid lis6ngs when searching, 67% choose organic search when purchasing. • If Facebook were a country, it would be the worlds fourth largest, between the United States and Indonesia. (600m users) • The fastest growing segment on Facebook is 55-‐ to 65-‐year-‐old females. • LinkedIN -‐100m members (I’m number 191342) • Twiper – 165m accounts +/-‐
Where are we? New research shows that 77% of US adults use the Internet as an informa<on source • 73% of online users read a blog when shopping locally • 57% join social networks for products and • 45% have started a blog services. • 83% have viewed a video online ~ Kelsey Group • 39% subscribe to RSS feeds • 36% think more posi6vely about companies that have blogs Source: Universal McCann Wave3 research into social media
Why Invest the Time? Website 3 Connec6ons Social Media Site Blog Social Media Website Site Social Media Site 18 Connec6ons Reviews
Quick Poll How Many of You? • Use FB personally? » Have a FB business (fan) page? • Have a LinkedIN proﬁle? » Have at least 10 recommenda6ons? • Use Twiper today? » Tweet at least once a day (not about food)
Blah, Blah, Blog! Blogging best prac6ces • Read, follow, listen and comment • When you are ready to write, write what people search and what you know • Feed the spiders oFen • Engage your comment community • Amplify your message
Content Sources StaIc Content (eg Marke6ng Lit, Website) • Interview your customers, staﬀ, partners, vendors Dynamic Content (blog, webinars, newslepers) • You have to read (or hire someone to) • Google Reader (RSS Feeds) to follow blogs • Google Alerts for updates • Your sales and your support staﬀs – Q’s being asked • Partner’s content
New Content Crea6on • Share the burden • Hire a writer • Create Standard Copy Blocks » For proﬁles & lis6ngs » For proposals/RFPs » For PR ac6vi6es • Establish a da6ng/expira6on schema
Tweet Tweet, Tra-‐la, la-‐la, la-‐la Twiper is like text messaging EXCEPT Instead of you deciding who to send the message to: You broadcast messages (Tweet) We decide if we want to listen (follow) P..S. You can also send direct messages, just like regular tex6ng.
Who do I follow? • Twellow.com • Mr tweet • Just Tweet It • Tweepsearch.com • search.twiper
What do I Say? (tweet) • Content Filter (retweets) • Your new content (blog, other) • Observa6ons relevant to Ideal Customer • Conversa6onal comments • # for conven6ons/mee6ngs/related tweets • It’s all indexed
The Social Notwork Facebook Best Prac6ces • Build fan page • Connect with current customers • Post unique content • Repurpose other content • Be consistent • Use ads to promote content • Keep visitors on Facebook
More than Job Hun6ng LinkedIN Best Prac6ces • Proﬁle – links, keywords, descrip6ve • Status updates (+Twiper) • Repurpose content – Slideshare, YouTube • Connect with clients & prospects • Search for leads – Ideal Customer Proﬁle • Recommend clients, partners • Use Groups • Ques6ons and Answers
Video -‐ Bigger Than You Think • The average U.S. Internet user watches 186 videos per month (May 2010) • More video is uploaded to YouTube in 60 days than all TV networks created in the past 60 years » 30 hours of new video every minute • E-‐commerce sites that use videos sell up to 45% more • 19% of small business adver6sers already use online video – up from 8% last year. • Forrester: 50x more likely to be on 1st page of Google’s search results with video
Video is moving to the web – and to new devices • Web video is already responsible for 32% of Internet traﬃc, growing to 54% in 2014. 60+% annual growth • Web-‐based video is now spreading from the browser to the TV screen and mobile devices • Companies have to be there to reach their audience Sta6s6cs source: Cisco
How relevant is Video SEO? • About 30-‐40% of video views are the result of search queries (including Youtube search). • Another 30% are the result of social sharing on Facebook, Twiper, blogs, etc. • The rest gets discovered right on a website or a video playorm (“stumbled on”). • Caveat: Numbers about this topics vary wildly.
Summary • Outbound has been replaced by Inbound • Digital Interac6on underlies everything • Have COMPLETE sites/proﬁles • Get familiar with video content • Create a System • Where to start? Content!
Result Ul6mately, an eﬀec6ve marke6ng system has your phone ringing and eliminates the need to compete on price. Oﬀer #1 Complete the evalua6on, get the slides
What Next • Marke6ng Hour Glass Audit » You complete our ques6onnaire » We spend 45m-‐60m with you to review your current marke6ng against a Marke6ng Hour Glass » We’ll provide you with a blank copy of our calendar template Check oﬀ the box on the eval….
We help small businesses stop was6ng money on marke6ng Thank You & QuesIons Contact Us Web: www.leadingresults.com Email: email@example.com Phone: 978-‐562-‐4161 Twiper: @LeadingResults facebook.comleadingresults