Web 2.0 Strategies to Reach Vertical Markets by Jeff Cawley, Northwest Analytical

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Technical and engineering buyers live within vertical markets. The products and services are specialized as is the expertise used to specify, purchase and implement them. Effective marketing and sales …

Technical and engineering buyers live within vertical markets. The products and services are specialized as is the expertise used to specify, purchase and implement them. Effective marketing and sales methods will then focus on targeted narrowcasting methods with high information content. The industrial marketer will find the Web 2.0 model an excellent fit.
Successful outreach establishes the vendor’s expertise and credibility as a dependable resource for a successful project. Well developed topic specific content is critical to the task. The industrial marketer’s task is to identify the topics, produce the content and make it as visible and accessible as possible. The content should be presented at multiple events and in multiple formats that mutually reinforce each other. The goal is to use the Write Once, Publish Many principle to employ Web 2.0 to successfully reach Technical Customer 2.0.
A typical content creation sequence begins with developing technical conference or trade show platform presentations that can also be recorded as a screencast and then repurposed as articles, whitepapers, eBooks, etc. This video/audio/text content can then be published on the vendor’s site, trade press web sites, special interest blogs, and professional group sites.
Developing a webinar series is an effective next step. To be credible, the webinars should be more than product demos. The most effective approach is to choose a current industry topic that includes the industrial marketer’s product as part of the solution. This is a high value, low cost vehicle to establish credibility while getting quality attention and collecting qualified leads. The industrial marketer will do best to recruit speakers from professionals who are motivated by mutual benefit for presenting and establish a win- win partnership. Identifying motivation is critical. If it is not there, there will be poor cooperation and limited opportunity to develop useful alliances and gain leverage.
The cycle is repeated when this content is repurposed into videos, articles, white papers, etc. Social media provides the perfect tools for event promotion, content publication and distribution. Web 2.0 resources such as LinkedIn, Twitter, Blogs, and YouTube are used in an integrated campaign. The industrial marketer uses analytics to monitor the results and works to improve the process with each cycle.
The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.

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  • Welcome to “Web 2.0 Media Strategies to Reach Vertical Markets”I am Jeff Cawley from Northwest Analytics and I am going to tell you a story that spans from humble beginnings in a Turkey packing plant travels to the halls of international standards associations in exotics foreign capitals and comes to rest on your computer monitor screen.
  • The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.
  • The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.
  • Web 2.0 and social media proliferation accompanied by Hype proliferation.Separate the wheat from the chaff – use your judgement as to what is appropriate for the specific target customer you are seeking. If it don’t fit, don’t use it regardless how cool it is.Many experiments – fewer successes.
  • The underlying case study is of a yearlong promotional effort focused on explaining a major topic in food processing, the Global Food Safety Initiative (GFSI) and ISO 22000 standards. The products being sold are process based analytics and quality information systems. Since these are part of the solution to successfully comply with GFSI, the webinar series positions the company and its offerings as solutions of choice. The company is positioned as a vendor who understands the larger issues and is a desirable project partner.
  • The webinar is one of the most efficient means to reach vertical market prospects and customers.This highly effective combination of event and content marketing establishes credibility, develops leads and forms the source of an ongoing stream of promotional material and opportunities.This six step structured program of definition, execution, and post-event follow-up and repurposing will guarantee a successful event:
  • First let’s ask - Why a Webinar? – Why should they be part of your market outreach program? Effective way to reach specialized audiences.Supplant or supplement other methodsRemember the road show product seminar?Here is a scene from one of ours from the mid 90’s.While effective, they consume a huge amount of people, time and money. – Plus huge logistical overhead.
  • Also supplements platform presentations at conferences & trade shows – doesn’t replace one-on-one contact – but as far as the number of people you address, webinars are often equivalent.The following six step structured program of definition, execution, and post-event follow-up and repurposing will guarantee a successful event:
  • Define & Plan tightly linked.Target audience – who do you want to reach? – industry, role & job type.Better its defined, the more effective rest of the process.
  • Message – your special knowledge - survey target markets as here - social media groups - media discussionsResults – what do want to happen - brand, profile, leadsMetrics – how will you measure? - e.g. 100 registrations, 50 attendees
  • Define & Plan tightly linked.Target audience – who do you want to reach? – industry, role & job type.Better its defined, the more effective rest of the process.
  • Message – your special knowledge - survey target markets as here - social media groups - media discussionsResults – what do want to happen - brand, profile, leadsMetrics – how will you measure? - e.g. 100 registrations, 50 attendees
  • Organize & standardize your Define/Plan stepsWe use a spreadsheet system, but any system that keeps all elements of the webinar visible and can alert you to any omissions or slippage.
  • Who is responsibleWhat are deadlines, Are we making our mark?Track the process and results
  • Identify the most effective methods – target marketTimeBudgetVertical market reachUsually direct methods.The ads we have found most productive are newsletter text ads
  • Email – the big gunList as targeted as possibleTypical pattern of 3 drops – 2 weeks out 1 week out day or morning before.
  • LinkedIn groups – hundreds to thousands of members2nd most effective after direct emailFull description Link to landing / registration pages
  • AlertsDirect email of your discussion delivered directly to select Market.LinkedIn doing an emailing to several thousand targeted prospects for nothing!
  • General social media activityHere at an industry blogNote posting by one of our speakers plus me – with link to landing page
  • General social media activityHere at an industry blogNote posting by one of our speakers plus me – with link to landing page
  • Like any production - smooth presentation - Don’t show backstage mechanics
  • Webinar recording follow-upEmail with links to registered – no shows and attendees – usually use the web confenencing software email system.Follow-up email to entire mail list – MailChimp, Cooler etc.
  • Add recording links to LI group discussions.Restarts the alert email cycles
  • Webinar – all the work that went its development – make it really pay off.Cawley’s 2nd Law – Write Once, Publish Many.Source of excerpts to fuel on-going social media stream.Blog, Tweet, groups, etc.
  • PR for collection of recordings in a series. – GFSI Compliance Food Safety Management Systems.
  • Populate your YouTube channelPerhaps not “In a World…” but short PPT based overviewHave been using trailers to promote individual events – now promo groups
  • Google Alert for PR pickup on Trailer Search engine involvement – note SEO reinforcement for your web footprint.
  • …And the particular pickup. Good link back.
  • And don’t forget your classic social media– your blog. - events - recordings - topics from webinar
  • And don’t forget your even more classic media– the trade press.Lisa Pierce attended Track/Trace Webinar, I saw name and followed-up. One thing led to another and Dave and I wrote an article for her July issue. In print version we are authors, on line Lisa.
  • FSMS and PackagingHave produced to date 417 unique viewers outside NWA and speaker’s companies.107 of these folks have been to two or more of the webinars – not bad reach and frequency.

Transcript

  • 1. Web 2.0 Media Strategiesto Reach Vertical Markets
    Jeffery Cawley
    VP Industry Leadership
    Northwest Analytics
    September 9, 2011
  • 2. Customer 2.0
    • Computer/Web Savvy
    • 3. Overextended
    • 4. Time Limited
  • “New” Media vs. “Old” Media?
    We just want to effectively Communicate to targeted public
  • 5. Social Media Strategy
    Hype
  • 6. Web based Media
  • Wikipedia
  • 13. Some Old Media Had to Die
  • 14. Six Steps to a Successful Webinar
    Define
    Plan
    Promote
    Execute
    Follow-up
    Repurpose
  • 15. Why a Webinar?
  • 16. Why a Webinar?
  • 17. Target audience
    Message
    Results
    Metrics
    Define/Plan
  • 18. Target audience
    Define/Plan
  • 19. Target audience
    Define/Plan
  • 20. Target audience
    Message
    Define/Plan
  • 21. Mechanics
    Creative
    Delivery
    Who is responsible
    Deadlines
    Define/Plan
  • 22. Define/Plan
  • 23. Define/Plan
  • 24. Promote
    Identify most effective methods
    Email,
    Social media
    Advertising
  • 25. Promote
  • 26. Promote
  • 27. Promote
  • 28. Promote
  • 29. Monitor/Analyze
  • 30. Monitor/Analyze
  • 31. Execute
    Manage
    Expert speaker
    Facility
    Staff
    Goal - successful presentation and recording.
  • 32. Follow-up
    Structured contact for
    Registrants
    Attendees
    Email
    Telemarketing
    Follow-up surveys
    Offers
  • 33. Follow-up
  • 34. Follow-up
  • 35. Repurpose
  • Repurpose
  • 43. Repurpose
  • 44. Repurpose
  • 45. Repurpose
  • 46. Repurpose
  • 47. But, Wait There’s More!
  • 48. Results
    Attendees
    • 502 unique
    • 49. 131 – 2 or more sessions
  • Questions?
    Manufacturing Intelligence for Intelligent Manufacturing.™
    www.nwasoft.com