Leveraging Content Marketing to Boost Business Development
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We live in a mobile and social media world. Learn how leveraging content marketing can boost your business development.
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Leveraging Content Marketing to Boost Business Development
- 1. Leveraging Content Marketing Boosting Business Development A new blended system for making it all happen October 30, 2014
- 2. THE JOURNEY Your company Your team You
- 3. We Live in a Mobile & Social Media World
- 4. Decision-Making is Changing and Problems are More Complex
- 5. Traditional Marketing Channels are Losing Effectiveness Interrupting vs. Attracting PUSH PULL
- 6. Traditional Sales Skills are Losing Effectiveness From Closing…to Connecting OLD SKILL SET Assessing needs Being a Road Warrior Working longer, harder Seducing Persistence Can “work” that phone Closing NEW SKILL SET Listening for problems to be solved Selecting “smart clients” Assembling knowledge & intelligence Engaging Prioritizing Leverages the ecosystem/collaborates Connecting
- 7. Sales Teams Must Evolve their Account Development Tactics
- 8. Traditional Sales & Marketing Model is Evolving This is driven by changes in prospect behaviors OLD NEW
- 9. You Must Authentically Connect …Before …During …After a Meeting
- 10. What Happens when you Ignore Online Marketing?
- 11. THE PATH We exist We’re teaching you what we know We’re influencing your perception We’re showing you how we can make an impact PROSPECTS CHOOSE TO ENGAGE
- 12. AN EXAMPLE
- 13. THE PATH We exist We’re teaching you what we know We’re influencing your perception We’re showing you how we can make an impact PROSPECTS CHOOSE TO ENGAGE
- 19. It’s About Inserting Content Marketing throughout this Process
- 20. YOU MUST EVOLVE But How?
- 21. How are Sales & Marketing Working Evolving to a new blended/collaborative model Marketing • Thinking like a publisher • ASK DIFFERENT QUESTIONS • Creating & sharing impactful information • Telling the company story • Working to increase exposure in search engines • Feeding the sales team Sales • Identifying “smart” clients • Developing multiple paths to connection • Connecting and engaging • Feeding the marketing team Together?
- 22. Project Managing the Process COMMIT • Start with messaging • Create a simple list of themes you want to talk about regularly • Talk about frequency of posts • Establish a regular meeting time • Try extracting information multiple ways, be diligent, don’t easily give up
- 23. This is About TEAMWORK Evolving to a new blended/collaborative model • Does the executive team “buy in?” • Who are your sources? • Who uncovers client intelligence? • Who is the point person? • Who can do the writing? • Who can manage social media?
- 24. AMTS Example Think holistically • Constructing an Intelligent Tomorrow • Want to be known for: Specialty construction solutions Community work/involvement Company growth Industry expertise Racing sponsorship Christian values
- 25. Establish a Consistent Content Mix Think holistically • Every single week: AMTS News story Community News story Job postings Chaplain blog post Industry News story • Posted to the website, company social media pages, key leadership LinkedIn accounts
- 26. Execution TEAMWORK • Ongoing “open items” list tied to the desired content mix • Weekly meeting with Senior Vice President • He assigns a point person for each story for us to follow-up with • We handle follow-up and writing of the first draft • SVP shepherds the approval process • An internal marketing admin posts and monitors all social media channels
- 27. Impact What it’s all about… • Changed people’s perceptions about their capabilities • They draw a higher level of quality traffic to their website • They receive more than 250 job applications through their website annually • Most importantly, across their leadership team, EVERYBODY thinks about how they can leverage marketing differently…
- 29. You’re Building a Flywheel
Editor's Notes
- Start with introductions and background Wayne O’Neill Terri Hoffman
- This presentation is about more than content marketing and business development It’s about stepping back and really thinking about how your company, leadership team and brand is perceived in the market It’s about thinking about things you can do to change and improve people’s perceptions It’s about recognizing the things you have control over, the things you can impact And it’s about recognizing that it’s a bit of a journey that speaks to the culture of your company, your team, and also you I suspect that a lot of you will think you are doing this within your firm, but you are not I also suspect that a lot of you may feel that
- 93% of B2B buyers begin their buying process using Internet search.” Source: Marketo We’re in a “2nd screen” society While somebody is meeting with you, listening to you, what else are they doing? How does your company connect?
- Doesn’t follow a linear path More complicated No matter how logical it seems, decisions always Involve EMOTIONS Problems have become more complex Pressure is high The way you are perceived online and offline is critical Owners/companies are looking for somebody capable of understanding their issues and leading them to solutions Refer to the blog by Steve Head (presentation, details, pitch team, Google-ing the company and leadership team)
- People ignore traditional/outbound techniques because they’re sick of them Gary Vaynerchuck asserts that Marketers ruin everything…it’s true. People become desensitized, and they run away from places where they feel they are being “sold or marketed to” They want to connect with people who are helping them solve their issues, who are helping them piece together the puzzle How many of you have a blog or news page on your website? How many post more than 1 time per month? 1x per week? How many of your companies have social media pages? How many of you have principles/owners who are on LinkedIn? Is it up to date? How many post articles that have NOTHING to do with your company on your social media pages?
- At the same time, traditional sales skills are becoming less effective Do you know anybody who likes to be “closed” anymore? Do you like to be “closed”? Or do you like to work with somebody who is working hard to understand your environment, your culture, your clients, your industry? Are you looking for a company and vendors who are figuring out how to connect?
- As a result of behaviors changing, rise of mobile use, rise of social media, the model as a whole is evolving You can’t follow a linear path anymore…making cold calls, setting up demos or in-person presentations and “qualifying leads” to make sales
- What did a buyer hear from your sales person? What do they read on your website? What do they see on your blog? What do they see posted on your social media pages? What do they experience with your products and services? ALL of these things work together to help you connect
- That’s a cricket Somebody searches for your company and key executives by name on Google, and you don’t show up Somebody searches for your company and key executives on LinkedIn, and you don’t show up Somebody searches for your keys areas of expertise on Google, and you don’t show up IT LOOKS LIKE YOU DON’T EXIST Somebody visits your website and they don’t see anything that matches up with what they learned in person So even if you have a great in-person meeting, it plants a seed of doubt It creates a disconnect in the decision-makers mind How many of you worry about this? You’re dealing with savvy people and you just can’t assume or hope that they’re not looking online to do research Nobody can maximize their success by settling and just hoping that good enough is really enough
- People check out your website People look at your LinkedIn profile People Google you and your company to see if there is any other news you are involved with You have the opportunity to SHAPE their thinking
- People check out your website People look at your LinkedIn profile People Google you and your company to see if there is any other news you are involved with You have the opportunity to SHAPE their thinking
- People check out your website People look at your LinkedIn profile People Google you and your company to see if there is any other news you are involved with You have the opportunity to SHAPE their thinking
- People check out your website People look at your LinkedIn profile People Google you and your company to see if there is any other news you are involved with You have the opportunity to SHAPE their thinking
- Interesting stats…
- Marketing and sales teams must evolve their skills set, their execution, and their teamwork And the evolution has to be bigger than just setting up a LinkedIn page and beginning to make posts there Think more strategically about HOW you are connecting WHY should a decision maker or owner care about your offering? HOW do you want them to perceive your value? HOW are you project managing this process? HOW are you leveraging different parts of your team? Think of yourselves as publishers The practice of creating and sharing impactful information in order to “connect” You are communicating how you are aligned with their important “business & *political” issues Content Marketing helps tell your brand story & increase your exposure in search engines.
- Just step back and think of one example….attending a trade show or conference Have Wayne explain how we pick that apart as a sales and marketing team, then figure out how to leverage it
- It will be challenging It will be uncomfortable But it will also be very rewarding