Creating an Inbound Marketing Strategy that Sticks
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Creating an Inbound Marketing Strategy that Sticks

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You've just wrapped up the finishing touches on a wonderful piece of content you created and – click – it's live. You publish the link across various social networks and wait for the views your ...

You've just wrapped up the finishing touches on a wonderful piece of content you created and – click – it's live. You publish the link across various social networks and wait for the views your content deserves... but it never comes.

Does this sound familiar?

The problem is that the social channels you're promoting to, are the same places everyone else is. It's a crowded space where everyone's fighting for the same real estate. So crowded in fact, that often times a status update can become buried under newer updates within minutes, heck, sometimes even seconds after publishing.

This is a common problem marketers face, and the ultimate challenge is – how do we make our content stick?

Adding longevity to content is the ultimate challenge. The smaller your community is, the tougher you'll find it is to get that initial bit of traction needed.

This is a SlideShare I've put together outlining the problem, and the one thing that'll help you get it over the hump. I've also included examples of companies who've learned how to add longevity to their content, ultimately increasing visibility, and driving a call-to-action.

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Creating an Inbound Marketing Strategy that Sticks Presentation Transcript

  • 1. Creating an Inbound Marketing Strategy that Sticks
  • 2. Over the past few years, Inbound marketing has been very hyped.
  • 3. For Good Reason… of chief marketing officers think custom content is very or somewhat valuable of consumers find custom content useful - Roper Public Affairs & Corporate Communications 87% 90% And on the other end of the spectrum
  • 4. “Inbound delivers 54% more leads in the 2013 marketing funnel than outbound sources” - Hubspot
  • 5. But it’s not all rainbows and sunshine
  • 6. The reality is that you're competing in a sea of continuous updates.
  • 7. Within minutes, your wonderful piece of content has vanished into social media’s backlog.
  • 8. When our tweet included #marketing After 5 minutes: 37 tweets were pushed ahead of ours under #marketing. After 1 hour: 461 tweets were ahead of ours. When tweet included #B2Bmarketing After 1 Hour: 22 tweets were pushed ahead of ours Case in point…
  • 9. Feeling like your content’s missing the longevity needed to spread outside of your close circle?
  • 10. Is even your kick-ass content getting stuck?
  • 11. Smart companies are focused on inbound marketing, but many lack the ability to have their content rise above the rapid stream of clutter.
  • 12. Which makes us sad.
  • 13. But there’s a solution!
  • 14. What if you could add sales reps and promoters for free?
  • 15. What if you could add sales reps and promoters for free? The kind that would gladly help you out, simply because they love your product.  
  • 16. They’re out there, and there’s a good chance your company has them.
  • 17. They’re out there, and there’s a good chance your company has them. They’re called Brand Loyalists  
  • 18. They’re out there, and there’s a good chance your company has them. They’re called Advocates   Brand Loyalists  
  • 19. They’re out there, and there’s a good chance your company has them. They’re called Advocates   Enthusiasts   Brand Loyalists  
  • 20. They’re out there, and there’s a good chance your company has them. They’re called Advocates   Enthusiasts   Brand Loyalists   Fans  
  • 21. 5 reasons your inbound marketing needs a push from your most loyal fans
  • 22. Advocate Marketing is more cost-effective than traditional. Advocate marketing is 10X more cost- effective than traditional marketing 1.   Source
  • 23. Advocates refer new business For 45% of B2B companies, the majority (60%) of their new customers come from referrals. 2.   % of new sales which come from referrals Non-­‐referred  customers   Referred  customers  60% 40% Source  
  • 24. Advocates reach a broad audience Advocates are 3X times more likely to share product info with someone they don’t know. 3.   Source
  • 25. Advocates are the most trusted form of advertising 96% trust recommendations from people they know vs 24% of whom trust online ads 4.   Source
  • 26. Advocates work for you even in their downtime Advocates are 3X more likely to view sharing as a form of relaxation 5.   Source
  • 27. Wow! That’s convincing! But how do I start?  
  • 28. First, gather your advocates… •  Use email marketing •  Connect over social •  Call them •  Survey them •  Ask for referrals
  • 29. Give them things to do (1/2) Social – Follow on Twitter – Join a LinkedIn group – Comment on a blog post – LinkedIn discussion – Follow other advocates on Twitter – Tweet a #hashtag Content – Share an article – Newsletter subscription – Write a blog post – Share a success story – Create a video – Speak to the press Demand Generation – Refer an advocate – Refer a prospect
  • 30. Give them things to do (2/2) Events – Join an event group – Event testimonials – Tweet at the event – Crowdsource event content – Event feedback – Event scavenger hunt – Speak at an event Customer experience – Product release notes – Product feedback – Product enhancements – Mentor a new customer
  • 31. Recognize their contribution Networking opportunities Tickets, events Access to key staff Charity & donations in their name Services, education, training Prizes Points & badges
  • 32. Many B2B & B2C companies understand the importance of brand loyalists
  • 33. Walmart created a “Walmart Moms” program. It’s a portal that directs users to 20 different “Mom blogs” (All of which advocate for Walmart, and have a “Walmart Mom” badge on their site).
  • 34. renewal rate for customers in the advocate program more stories for marketing and sales 100%   300x   content!
  • 35. Ford had great success with their advocate program. Its most loyal customers participated in fun challenges and were required to document their journeys through various social channels.
  • 36. value! Feedback Content Development Professional Development $130,000 total value returned by each influencer
  • 37. Don’t stress over Twitter followers and Facebook likes. Instead focus on harnessing your most loyal customers.
  • 38. The goal shouldn't be to have a lot of people to yell at, the goal probably should be to have a lot of people who choose to listen. Don't need a bullhorn for that” – Seth Godin “
  • 39. Build one-to-one relationships today! Presented By