0
©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Engage	
  B2B	
  Buyers	
  On	
  LinkedIn	
 ...
Koka	
  Sexton	
  
Senior	
  Manager,	
  Social	
  Marke5ng	
  
LinkedIn	
  
@kokasexton	
  
	
  
Andrea	
  Wasik	
  
Dire...
Who	
  is	
  Skyword	
  
3	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  
reserved.	
  
Technology
Fr...
4	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Our	
  Clients	
  and	
  Partners	
  
B...
5	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Today's	
  agenda	
  
1	
   Why	
  cont...
Search	
  and	
  Social:	
  Gateways	
  to	
  Buyers	
  
6	
  
115BILLION
GLOBAL SEARCHES
every month on Google Search
36B...
7	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Why	
  Content	
  is	
  a	
  Must	
  Ha...
8	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Changing	
  Buyer's	
  Journey	
  
#Sky...
9	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Integrated	
  Content	
  and	
  Social	...
10	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Top	
  Digital	
  Priori5es	
  of	
  C...
 
	
  
	
  
Andrea	
  Wasik	
  
Director,	
  Digital	
  Marke5ng	
  
Skyword,	
  Inc.	
  
@andrea_wasik	
  
11	
  
#Skywor...
Social	
  Media	
  Content	
  Strategy	
  –	
  The	
  Process 	
  	
  
12	
  
Process Understand	
  
your	
  audience	
  
...
Understand	
  Your	
  Audience	
  
13	
  
Persona	
  
A	
  
Early research phase -
has not yet identified brands
Generic,	...
Understand	
  Your	
  Audience	
  
14	
  
What	
  kind	
  of	
  content	
  should	
  I	
  create?	
  
ACCORDING	
  TO	
  F...
Topic	
  Selec5on	
  
15	
  
Now	
  that	
  you	
  know	
  who	
  you	
  are	
  trying	
  
to	
  aJract,	
  do	
  some	
  ...
Topic	
  Selec5on	
  
16	
  
Perform	
  keyword	
  search	
  volume	
  research	
  	
  
to	
  determine	
  most	
  valuabl...
Format:	
  Snackable	
  &	
  Valuable	
  
17	
  
Format	
  for	
  Intended	
  Channel	
  
18	
  
Tag	
  content	
  using	
  the	
  language	
  that	
  is	
  used	
  by	
  ...
Publica5on	
  Frequency	
  
19	
  
How	
  much	
  content	
  is	
  enough?	
  
The	
  short	
  answer	
  is,	
  	
  
it	
 ...
Geqng	
  it	
  out	
  there	
  
20	
  
Iden]fying	
  the	
  right	
  distribu]on	
  channels	
  
Once	
  you	
  start	
  c...
Blog	
  pos5ng	
  
Webinar	
  
Email	
  
Campaign	
  
LinkedIn	
  slide	
  
presenta5on	
  
Plan	
  &	
  Execute:	
  The	
...
Example	
  of	
  Formaqng	
  for	
  Mul5ple	
  Plasorms	
  
22	
  
Blog	
  Pos5ng	
  
Formaqng	
  for	
  Mul5ple	
  Plasorms	
  
23	
  
LinkedIn	
  
Update	
  
Tweet	
  
Email	
  
Campaign	
  
Video	
  
Interview	
  
Formaqng	
  for	
  Mul5ple	
  Plasorms	
  
24	
  
Another	
  Example	
  of	
  Formaqng	
  for	
  Mul5ple	
  Social	
  
Media	
  Plasorms	
  
25	
  
Report	
  
26	
  ©	
  2013	
  	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Digital	
  Agency	
  of	
  the	
  ...
27	
  
Stumbleupon	
  
Pinterest	
  
28	
  ©	
  2013	
  	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Digital	
  Agency	
  of	
  the	
  ...
LinkedIn	
  Sponsored	
  Update	
  
29	
  
30	
  ©	
  2013	
  	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Email	
  Newslever	
  
Email	
  
N...
Content	
  Calendar:	
  Editorial	
  Planning	
  &	
  Execu5on	
  
31	
  
Measurement	
  and	
  Op5miza5on	
  
32	
  
Analyze & adjust
Google	
  Analy5cs	
  Social	
  Repor5ng	
  
33	
  
Social	
  Influences	
  Search	
  Results	
  
34	
  
©	
  2013	
  	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  re...
 	
  
35	
  
Koka	
  Sexton	
  
	
  
Sr.	
  Social	
  Marke5ng	
  Manager	
  
	
  
Building	
  Your	
  B2B	
  Brand	
  
Th...
Becoming	
  a	
  	
  
Social	
  Marke5ng	
  Pro	
  
4	
  Ac5ons	
  to	
  Becoming	
  a	
  Social	
  Marke5ng	
  Pro	
  
37	
  
Developing	
  a	
  Reputa]on:	
  Building	
  a	...
38	
  ©	
  2012	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Customer	
  Purchase	
  Decision	
  Ti...
LinkedIn Confidential ©2013 All Rights Reserved39
Status Updates
Content Led
Precision Targeting
Expanded Reach
1. Be Disc...
40	
  ©	
  2012	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
LinkedIn Confidential ©2013 All Rights Reserved 41
Company Page
Social Exploration
Company Updates
2.	
  Let	
  Them	
  Ex...
LinkedIn Confidential ©2013 All Rights Reserved 42
SlideShare
Channel
2.	
  Let	
  Them	
  Explore	
  
43	
  ©	
  2012	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
2.	
  Let	
  Them	
  Explore	
  
Linke...
Followers	
  of	
  a	
  company	
  on	
  LinkedIn	
  are	
  	
  
2x	
  more	
  likely	
  to	
  purchase	
  and	
  recommen...
Lead Generation
Display Ads
Status Updates
3.	
  Let	
  Them	
  Engage	
  
LinkedIn Confidential ©2013 All Rights Reserved
SlideShare Ads
3.	
  Let	
  Them	
  Engage	
  
Company	
  Followers	
  Generate	
  Revenue	
  
50 %
of members are more likely
to purchase from a company
they engage wit...
48 4848LinkedIn Confidential ©2013 All Rights Reserved
Followers
Recommendations
HP Followers are 1.5 times
more likely to...
49	
  
Building	
  Your	
  B2B	
  Brand	
  Using	
  LinkedIn	
  
•  Buyers	
  are	
  in	
  control	
  
•  Be	
  discoverab...
50	
  ©	
  2013	
  Skyword	
  Inc,	
  Confiden5al.	
  All	
  rights	
  reserved.	
  
Key	
  Takeaways	
  
1	
   Know	
  you...
For	
  More	
  Informa5on	
  
•  Contact	
  Koka	
  Sexton,	
  LinkedIn	
  
–  @kokasexton	
  
•  Request	
  a	
  Skyword	...
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Engage B2B Buyers On LinkedIn

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Engaging B2B Buyers On LinkedIn Requires New Content Marketing Strategies.

Learn why content is a "must have" for B2B marketers.
See a framework for B2B content strategy.
Discover 4 actions to become a social media pro.
Receive an action plan for LinkedIn success from Koka Sexton, Senior Manager, Social Marketing at LinkedIn.

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Transcript of "Engage B2B Buyers On LinkedIn"

  1. 1. ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Engage  B2B  Buyers  On  LinkedIn   with  New  Content  Marke5ng   Strategies   August  2013  
  2. 2. Koka  Sexton   Senior  Manager,  Social  Marke5ng   LinkedIn   @kokasexton     Andrea  Wasik   Director,  Digital  Marke5ng   Skyword  Inc.   @andrea_wasik     Your  Moderator   Tricia  Travaline   VP  of  Marke5ng   Skyword  Inc.     2  #Skyword   Today’s  Presenters  
  3. 3. Who  is  Skyword   3  ©  2013  Skyword  Inc,  Confiden5al.  All  rights   reserved.   Technology Framework Content Strategy Content Creators Editorial The Four Pillars of Successful Content #Skyword  
  4. 4. 4  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Our  Clients  and  Partners   Brands  and  Media  Companies   Agencies  
  5. 5. 5  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Today's  agenda   1   Why  content  is  a  "must  have"  for   B2B  marketers   Framework  for  B2B  content  strategy   4  ac5ons  to  become  a  social  media   pro     Applying  ac5on  plan  to  LinkedIn     2   3   4   #Skyword  
  6. 6. Search  and  Social:  Gateways  to  Buyers   6   115BILLION GLOBAL SEARCHES every month on Google Search 36BILLION SOCIAL SHARES every month in the US ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   #Skyword  
  7. 7. 7  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Why  Content  is  a  Must  Have   Source: Forrester Research, January 12, 2012 #Skyword   60%     of  B2B  buying  decisions   are  complete  before   engaging  with  a  sales   person   70%    of  the  content  B2B   buyers  read  or  study   before  making  a   purchase,  they  find  on   their  own  
  8. 8. 8  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Changing  Buyer's  Journey   #Skyword  
  9. 9. 9  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Integrated  Content  and  Social  Strategy   Content Strategy Social Amplification
  10. 10. 10  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Top  Digital  Priori5es  of  CMOs   Source:  IBM  Global  Chief  Marke5ng  Officer  Study   56%  Use  Social   Media  as  Key   Engagement   Channel   #Skyword  
  11. 11.       Andrea  Wasik   Director,  Digital  Marke5ng   Skyword,  Inc.   @andrea_wasik   11   #Skyword   ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.  
  12. 12. Social  Media  Content  Strategy  –  The  Process     12   Process Understand   your  audience     Select themes and topics Determine content formats Measure and analyze Plan and execute Establish publication frequency Identify distribution channels Content Strategy Process
  13. 13. Understand  Your  Audience   13   Persona   A   Early research phase - has not yet identified brands Generic,  non-­‐ brand  terms   Persona   B   Considering and evaluating solutions Industry  accepted   terms,  brand  terms  
  14. 14. Understand  Your  Audience   14   What  kind  of  content  should  I  create?   ACCORDING  TO  FORRESTER  RESEARCH,            One  clear  reason  for  the   ineffec=veness  of  most  B2B   content  in  the  awareness  phase   is  that  it  tends  to  be  wri?en  for   the  buyer  personas  in  the  lead   nurturing  phase  and  not  the   user  personas  who  are  doing   that  ini=al  discovery  work  on   a  business  problem1.     1Forrester  Research,  2013  report  “B2B  Marketers  Prefer  to  Create  Their  Own  Content  Mostly  for  Lead  Nurturing”   “   “  
  15. 15. Topic  Selec5on   15   Now  that  you  know  who  you  are  trying   to  aJract,  do  some  “lurking”  on  social   networks.     •  What  are  their  “pain  points”?   •  What  kinds  of  ques5ons  are   they  asking,  for  example,  in   LinkedIn  groups?   •  What  words  do  they  use  to   describe  their  business  issues?   •  Are  there  terms  specific  to   seasonality?       Generic  Term   Brand  Term   “supply  chain   management”   “XYZ  Co.  ERP   System”   “truck  parts”     “commercial   transporta5on   components”  
  16. 16. Topic  Selec5on   16   Perform  keyword  search  volume  research     to  determine  most  valuable  terms:   •  Google AdWords Keyword Tool (free) •  Bing Keyword Research Tool (free) •  Moz.com (subscription) •  Keywordspy.com (subscription) Generic     Term   Monthly     US  Search   Volume   Brand   Term   Monthly     US  Search   Volume   “supply  chain   management”   22,200   “XYZ  Co.     ERP  System”   10   “truck  parts”     22,000   “commercial   transporta5on   components”   0  
  17. 17. Format:  Snackable  &  Valuable   17  
  18. 18. Format  for  Intended  Channel   18   Tag  content  using  the  language  that  is  used  by  the   searcher  in  the  discovery  phase  (based  on  your research)   TwiJer:  140  characters,  can  include  an  image   LinkedIn:  600  characters,  can  include  an  image  or  files   Facebook:  64,206  characters,  can  include  images   Google+:  100,000  characters,  can  include  images   YouTube:  Video   Pinterest:  Image  &  short  descrip5on  
  19. 19. Publica5on  Frequency   19   How  much  content  is  enough?   The  short  answer  is,     it  is  never  enough!   But  don’t  just  create  for  the  sake     of  crea5ng;  be  smart  about  it.   Most  buyers  have  already  researched   a  product  or  service  thoroughly  before   your  sales  team  ever  talks  to  them.    
  20. 20. Geqng  it  out  there   20   Iden]fying  the  right  distribu]on  channels   Once  you  start  crea5ng  content,  make   it  available  in  the  places  your  poten5al   customers  are  already  looking.   2  Forrester  Research,  2013   81%     of  B2B  decision   makers  use   communi=es     and  blogs2   74%    of  B2B  decision   makers  use   LinkedIn2  
  21. 21. Blog  pos5ng   Webinar   Email   Campaign   LinkedIn  slide   presenta5on   Plan  &  Execute:  The  Content  Crea5on  Process   21   Recruit   Research   Review   Publish   Promote   Measure   Build  social  media   distribu5on  into  your   content  distribu5on   process   Crea]on  &  Publica]on  Process   Get  the  most  out  of  your  content  crea5on  efforts  by   genera5ng  formats  for  mul5ple  distribu5on  plasorms.   Create  &   Op5mize   REPORT  
  22. 22. Example  of  Formaqng  for  Mul5ple  Plasorms   22   Blog  Pos5ng  
  23. 23. Formaqng  for  Mul5ple  Plasorms   23   LinkedIn   Update  
  24. 24. Tweet   Email   Campaign   Video   Interview   Formaqng  for  Mul5ple  Plasorms   24  
  25. 25. Another  Example  of  Formaqng  for  Mul5ple  Social   Media  Plasorms   25   Report  
  26. 26. 26  ©  2013    Skyword  Inc,  Confiden5al.  All  rights  reserved.   Digital  Agency  of  the  Future  |  Sharable  
  27. 27. 27   Stumbleupon   Pinterest  
  28. 28. 28  ©  2013    Skyword  Inc,  Confiden5al.  All  rights  reserved.   Digital  Agency  of  the  Future  |  Sharable  
  29. 29. LinkedIn  Sponsored  Update   29  
  30. 30. 30  ©  2013    Skyword  Inc,  Confiden5al.  All  rights  reserved.   Email  Newslever   Email   Newslever  
  31. 31. Content  Calendar:  Editorial  Planning  &  Execu5on   31  
  32. 32. Measurement  and  Op5miza5on   32   Analyze & adjust
  33. 33. Google  Analy5cs  Social  Repor5ng   33  
  34. 34. Social  Influences  Search  Results   34   ©  2013    Skyword  Inc,  Confiden5al.  All  rights  reserved.   Consumer Goods Enterprise
  35. 35.     35   Koka  Sexton     Sr.  Social  Marke5ng  Manager     Building  Your  B2B  Brand   Through  LinkedIn:     Best  Prac=ces  For     Amplifying  Lead  Genera=on     &  Engagement  Strategy   #Skyword   #Skyword  
  36. 36. Becoming  a     Social  Marke5ng  Pro  
  37. 37. 4  Ac5ons  to  Becoming  a  Social  Marke5ng  Pro   37   Developing  a  Reputa]on:  Building  a  strong  online  reputa5on   that  showcases  your  experience  and  increases  your   credibility   Gathering  Intelligence:  Researching  social  informa5on  to   prepare  for  sales  conversa5ons   Building  your  Network:  Developing  rela5onships  with  people   who  can  share  informa5on  and  provide  referrals   Offering  Insights:  Providing  meaningful  insights  that  earn   opportuni5es  to  engage  with  and  influence  contacts   1. Be DISCOVERED 3. Let them ENGAGE 2. Let them EXPLORE 4. Create ADVOCATES
  38. 38. 38  ©  2012  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Customer  Purchase  Decision  Timeline   Customer due diligence begins Contacts first contact with vendor Customer purchase decision Throughout  this  5meline  buyers  have  decided   on  their  specific  needs  leaving  vendors  to   compete  on  price.  
  39. 39. LinkedIn Confidential ©2013 All Rights Reserved39 Status Updates Content Led Precision Targeting Expanded Reach 1. Be Discovered
  40. 40. 40  ©  2012  Skyword  Inc,  Confiden5al.  All  rights  reserved.  
  41. 41. LinkedIn Confidential ©2013 All Rights Reserved 41 Company Page Social Exploration Company Updates 2.  Let  Them  Explore  
  42. 42. LinkedIn Confidential ©2013 All Rights Reserved 42 SlideShare Channel 2.  Let  Them  Explore  
  43. 43. 43  ©  2012  Skyword  Inc,  Confiden5al.  All  rights  reserved.   2.  Let  Them  Explore   LinkedIn Groups
  44. 44. Followers  of  a  company  on  LinkedIn  are     2x  more  likely  to  purchase  and  recommend   2X  
  45. 45. Lead Generation Display Ads Status Updates 3.  Let  Them  Engage  
  46. 46. LinkedIn Confidential ©2013 All Rights Reserved SlideShare Ads 3.  Let  Them  Engage  
  47. 47. Company  Followers  Generate  Revenue   50 % of members are more likely to purchase from a company they engage with on LinkedIn
  48. 48. 48 4848LinkedIn Confidential ©2013 All Rights Reserved Followers Recommendations HP Followers are 1.5 times more likely to consider HP products and services and 2 times more likely to recommend HP than non- HP followers 4. Create Advocates
  49. 49. 49   Building  Your  B2B  Brand  Using  LinkedIn   •  Buyers  are  in  control   •  Be  discoverable   •  Give  your  customers  a  place  to  explore   •  Give  your  customers  an  opportunity  to  engage   #Skyword  
  50. 50. 50  ©  2013  Skyword  Inc,  Confiden5al.  All  rights  reserved.   Key  Takeaways   1   Know  your  audience   Build  and  amplify   Let  them  explore     2   3   4   Let  them  engage    
  51. 51. For  More  Informa5on   •  Contact  Koka  Sexton,  LinkedIn   –  @kokasexton   •  Request  a  Skyword  for  Brands  demonstra5on   –  Email  us  at  learnmore@skyword.com   •  Contact  us  at  855-­‐SKYWORD  (855-­‐759-­‐9673)   •  Keep  up  to  date  on  news  from  Skyword!   –  LinkedIn  Groups  –  Look  for  Skyword   –  Blog  at  hvp://www.skyword.com/blog/   –  Facebook  at    hvp://www.facebook.com/skyword   –  Twiver  @skyword  
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