Content Marketing Lead Dance Party - Aligning Content to the B2B Buying Process

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Content Marketing Evolution: How to Align Content Marketing to the B2B Marketing Process. It's not a Social Media Dance Party it's a Lead Dance Party. …

Content Marketing Evolution: How to Align Content Marketing to the B2B Marketing Process. It's not a Social Media Dance Party it's a Lead Dance Party.

Presented at Social Media Strategies Summit Dallas #SMSsummit

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  • Could entrepreneurs stop creating new platforms please. We were just starting to master Facebook and learn how to drive engagement
  • The proliferation of platforms have lead to memes like this. To help explain how one would use each platform whether it be a consumer or a business
  • Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing. Let’s just look at a few of these telling stats
  • - B2B Marketers are spending 33% of their marketing budgets on content marketing up 7% from last year. 54% plan on increasing content marketing spending next yearB2B marketers are using 5 social distribution channels, with the most popular being LinkedInAll Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases44% outsource B2B content creation
  • Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report:- All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases
  • With the help of Penguin and Panda, authentic content became paramount. Not only are we trying to support all this tactics and platform but we also need to drive engagement to drive Edge Rank and SEOMany are struggling to measure social media effectiveness
  • But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hackers mentality to the value of the content you create.Let’s consider a simple buying funnel for a buyer onlineDescribes the marketing and sales process of turning prospects into customers.
  • Include slide not on how to articulate the percentages
  • Include slide not on how to articulate the percentages
  • So let’s look at the recommended formats
  • So let’s look at the recommended formats
  • So let’s look at the recommended formats
  • Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
  • Here we could have persona’s for each person’s role in an enterprise sale
  • Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
  • Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market. Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeperEach Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
  • Now if you liked the content in this webinar and would like to receive more information about how to market effectively online then subscribe to our Local Marketing Minute

Transcript

  • 1. Content Marketing Evolution Aligning to the Buying Process Mike Merrill Director of Marketing, ReachLocal @MikeDMerrill #LeadDanceParty #SMSSummit
  • 2. #SMSSummit @MikeDMerrill B2B Rushes to Publish Content Everywhere # @MikeDMerrill
  • 3. #SMSSummit @MikeDMerrill How Do I Use Each Platform? Intro 3
  • 4. #SMSSummit @MikeDMerrill B2B Content Marketing Benchmarks
  • 5. #SMSSummit @MikeDMerrill A Few Key Data Points “ 33% 5 Marketing budgets allocated to content marketing 44% Social media distribution channels Outsource B2B content creation
  • 6. #SMSSummit @MikeDMerrill Content Marketing Usage by Tactic • Too much focus on every platform and tactic • Determine how each tactic facilitates the buying process
  • 7. #SMSSummit @MikeDMerrill Content Marketing Crisis of Confidence
  • 8. #SMSSummit @MikeDMerrill Customers choose you Leads contact you Customers book & buy Time to Align Content to Buying Journey Prospects discover you when they search, surf & socialize [then they click to visit] when your website makes a good impression when you stand out with good, timely follow-up when you provide a great customer experience
  • 9. In Reality Leads leak out At each stage Ideally All visitors become leads and all leads Become customers
  • 10. 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,000 Visitors 70 Contacts 21Leads 6 Customers 66,000 Prospects 1.5% of prospects click to visit your Website DiscoverContactChoose Simple Marketing Math Small changes make a BIG impact on your customers and profits Source: Marketing Sherpa
  • 11. 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,700 Visitors 119 Contacts 36Leads 11 Customers 66,000 Prospects 2.5% of prospects click to visit your Website DiscoverContactChoose Understanding Marketing Math 1% increase in visitors to your website results in almost 100% increase in customers and profits Source: Marketing Sherpa
  • 12. #SMSSummit @MikeDMerrill Buyer Needs at Each Stage • Recognize problem or issue • Want to change status quo • Gain confidence in right product/service selection • Understand ROI of each to build business case DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again • Explore possible solutions • Define short list of providers • Commit to change
  • 13. Discovery Phase: Recommended Content • Social Presence • Blog articles - Curated Lists - Tips & Tricks • Infographics • Ebooks & guides • Assessments & quizzes • Meme marketing • Videos • Webinars SURFING, SEARCHING, AND SOCIALIZING Key leading indicators: • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares
  • 14. • Ebooks & guides • Quizzes & widgets • Newsletters • Demo videos • Webinars • Industry analyst reports • Testimonials • Case studies • Live or in-person events RESEARCHING AND EVALUATING Key leading indicators: • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Contact & Choose Phase: Recommended Content
  • 15. Book/Buy Phase: Recommended Content • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership tools GETTING ESTIMATES AND PURCHASING Key leading indicators: • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
  • 16. #SMSSummit @MikeDMerrill Recommended Content Summary REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates and Purchasing Buying Stage Buyer Needs Recommended Content KPIs Discover • Recognize problem or issue • Want to change status quo • Blog Articles • Infographics • Ebooks & Guides • Assessments & Quizzes • Meme Marketing • Videos • Webinars • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares Consider • Explore possible solutions • Define short list of providers • Commit to change • Ebooks & Guides • Quizzes & Widgets • Newsletters • Demo Videos • Webinars • Industry analyst reports • Testimonials • Case studies • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Book/Bu y • Gain confidence in right product/service selection • Understand ROI of each to build business case • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership tools • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
  • 17. #SMSSummit @MikeDMerrill Build Buyer Personas to Tailor Content Needs 1. Title: Dentist 2. Role: Owner 3. Age: 38 4. Sex: Female 5. Education: Doctorate 6. Experience: 10 Years 7. Ad experience: YP, Valpak, Local pubs, Direct Mail 8. Goals: Lower cost to acquire more patients, spend less time worrying about marketing 9. Challenges: Determining the ideal marketing strategy, understanding the latest in online marketing 10. Needs: Transparent ROI, fewer vendors to manage (single source), face to face sales rep to educate/inform
  • 18. #SMSSummit @MikeDMerrill Every Persona Has Different Needs Persona Stage Questions (Needs) Answers Format Influencer Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Decision Maker Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Etc
  • 19. #SMSSummit @MikeDMerrill Best Practices for Content Promotion 5 Consider Promoted Posts / Sponsored posts / FB Custom Audiences / FB Lookalike Audiences 1 Use perfectly formatted images on Facebook, LinkedIn and G+ 2 Make sure the first 100 characters are the most crucial 3 Shorten URLs 4 Use UTM Strings for Google Analytics
  • 20. #SMSSummit @MikeDMerrill … And
  • 21. #SMSSummit @MikeDMerrill #LeadDanceParty
  • 22. Follow Us Local Marketing Minute reachlocal.com/social Ebooks Subscribe: http://goo.gl/Xxtec Download: http://reachlocal.com/DLLebook
  • 23. #SMSSummit @MikeDMerrill Questions? • TWITTER: @MikeDMerrill • EMAIL: Mike.Merrill@ReachLocal.com • BLOG: http://blog.reachlocal.com • WEBSITE: http://www.reachlocal.com • TWITTER: @ReachLocal
  • 24. #SMSSummit @MikeDMerrill Recommended Reading 1. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America http://bakn.me/Ug6CWH 2. 4 Questions Answered about Buyer Personas http://bakn.me/Wzg0Ew 3. 7 Ways to Research Your Buyer for Content Marketing http://bakn.me/11rQ4PA 4. The Content Grid v2 http://bakn.me/VjYo4k 5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bakn.me/YfSFhP 6. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bakn.me/Ug6s1k 7. Step-by-Step Templates for Mapping your B2B Content http://bakn.me/11c220A 8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://bakn.me/TwTsDS 9. Content Mapping for a Buyer-Centric Content Strategy http://bakn.me/TvSozG 10. Optimize B2B Content Across the Sales Cycle http://bakn.me/11CpKSQ