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MARKETERS:

START THINKING LIKE PUBLISHERS &
SOCIALIZERS
Reed Overfelt
Yesterday’s approach:

“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:

“GET FOUND”
when they are looking.
That means you need to be here…
…and here
…and here
…and here
…and don’t forget here
HOW?
thinking like a
marketer or
advertiser…
…START thinking
like a publisher and
socializer.
1 Understand
your buyer!
Understand why executives are different


Have unrelenting demands on their
time



Spend most of their day in meetings
...
And what executives value


Return on time invested



Outcomes-based content and
conversation



Prescriptive value an...
1
2 Outline your basic
buying cycle!
PIPELINE STAGE
BUYER’S OBJECTIVE

Awareness (TOP)

Prospect knows there’s a problem
that needs to be solved

Consideration...
3 Map your content
to your buying
cycle!
Conversion is a process, not an
event.
PIPELINE STAGE
BUYER’S OBJECTIVE

Awareness (TOP)

Prospect knows there’s a problem
that needs to be solved
VAGUE NOTION
O...
Create an
4
editorial
calendar
People process information
better in bite-sized chunks.
Schedule your content a little bit at a time…
Content Progression

Schedule

Outcome

Email industry trend report

Day 1

...
Create amazing content
5
your buyers care about!
Your target buyers have
interests, problems, questions.

Speak to them!
Tip #1
Get to the point.
Tip #2
Make it matter.

“THE FUTURE DEPENDS ON
WHAT WE DO IN THE PRESENT.”
-Mahatma Gandhi
Tip #3
Tell stories.
Tip #4
Push beyond the normal.
6 Optimize your content for your
buyer & search engines
On average, 8 out of 10
people read a headline.
But only 2 will decide to read
the full copy.
92%

of online users first use search engines to
look for services and products
Off-Page SEO

On-Page SEO

Ranking Algorithm
f(n)

=

Relevance

+

Authority
7 Publish and socialize
your content in the
right places
?
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or...
Channel #1:

Blogging
Blog, and blog often.
Channel #2:

LinkedIn
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way impli...
LinkedIn is a must
for B2B marketers.
Disclaimer: Use of social media company icons is for instructional purposes only and...
Channel #3:

Facebook
Facebook is an effective B2B
marketing tool. It’s just not
as good as some of the
others (yet!).
Disclaimer: Use of social...
Channel #4:

Twitter
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implie...
SOURCE: EMARKETER, APRIL 2011
Twitter = influence.

Start tweeting relevant, original
content you want to be shared!
Channel #5:

Paid Search
Paid search is a
great way to get
your content found
fast.
Organic is still best long term!
Channel #6, 7 & 8:

Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies...
8

Keep score and measure
everything!
If you cannot measure it,
You cannot improve it.
- Lord Kelvin
Social Media
Social Media

Email

Organic

PPC

Display

Landing Page

14%
Conversion
Rate

22%
Conversion
Rate

32%
Conve...
1

Understand Your Buyer

2

Outline Your Buying Cycle

3

Let’s
recap

Map Your Content

4
5

6
7

8

Create an Editorial...
ARE YOU READY TO

GROW

YOUR COMPANY?

CONNECT WITH ME TODAY

http://www.linkedin.com/in/reedoverfelt
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Slides 3 & 4: Source: Marketo Repor...
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
Marketers  start thinking like a publisher and socializer
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Marketers start thinking like a publisher and socializer

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Did you know that 92% of buyers use a search engine first when beginning a selection process? Your buyers have changed the way they buy; if you don’t change the way you market to them you risk being irrelevant.

In this presentation marketing expert Reed Overfelt, CEO of FullQuota, shares the keys to creating content that gets you found when your prospects are looking.
In this informative presentation you’ll learn:
• How to understand what your buyer is looking for
• How to tie your content to a prospect’s natural buying cycle
• How to creating amazing content that your target buyer will care about
• How to measure the effectiveness of your content

Published in: Marketing, Technology, Business
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Transcript of "Marketers start thinking like a publisher and socializer"

  1. 1. MARKETERS: START THINKING LIKE PUBLISHERS & SOCIALIZERS Reed Overfelt
  2. 2. Yesterday’s approach: “GET IN THEIR FACE” when they’re not looking. Today’s approach: “GET FOUND” when they are looking.
  3. 3. That means you need to be here…
  4. 4. …and here
  5. 5. …and here
  6. 6. …and here
  7. 7. …and don’t forget here
  8. 8. HOW?
  9. 9. thinking like a marketer or advertiser…
  10. 10. …START thinking like a publisher and socializer.
  11. 11. 1 Understand your buyer!
  12. 12. Understand why executives are different  Have unrelenting demands on their time  Spend most of their day in meetings  Hate being pitched  Need to sell decisions internally  Trust their peers and inner circle  Are very quick studies
  13. 13. And what executives value  Return on time invested  Outcomes-based content and conversation  Prescriptive value and case-based discussions  Peer input and relationships  Connection to experts and high-value thinking
  14. 14. 1 2 Outline your basic buying cycle!
  15. 15. PIPELINE STAGE BUYER’S OBJECTIVE Awareness (TOP) Prospect knows there’s a problem that needs to be solved Consideration (MIDDLE) Purchase (BOTTOM) FOLLOW DOWNLOAD PARTICIPATE INQUIRE ENGAGE Prospect recognizes a need for a solution like yours Prospect seeks solution to their need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE KEY OUTCOMES SUBSCRIBE OPEN VIEW SHARE
  16. 16. 3 Map your content to your buying cycle!
  17. 17. Conversion is a process, not an event.
  18. 18. PIPELINE STAGE BUYER’S OBJECTIVE Awareness (TOP) Prospect knows there’s a problem that needs to be solved VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE         Consideration (MIDDLE) Purchase (BOTTOM) Prospect recognizes a need for a solution like yours Prospect seeks solution to their need; ready to buy TREND REPORTS ARTICLES Q&A WEBINARS Q&A EBOOKS STEP-BY-STEP WEBINARS STEP-BY-STEP EBOOKS FAQ SHEETS DEMO VIDEOS FEATURE GUIDES CASE STUDIES ANALYST REPORTS eNEWSLETTER CUSTOMER TESTIMONIALS DATA SHEETS DEMOS ROI CALCULATORS CHECKLISTS KEY OUTCOMES SUBSCRIBE OPEN VIEW SHARE FOLLOW DOWNLOAD PARTICIPATE INQUIRE ENGAGE PRICE GUIDES
  19. 19. Create an 4 editorial calendar
  20. 20. People process information better in bite-sized chunks.
  21. 21. Schedule your content a little bit at a time… Content Progression Schedule Outcome Email industry trend report Day 1 Open, Share, Download Publish industry trend report messages to Twitter, Facebook Pages, and LinkedIn Groups Day 1, 5, 7, 10, 13, 15, 21, 22, 23, 24, & 25 Share , Download Send weekly e-newsletter Day 7 Open , Share Send weekly e-newsletter Day 14 Open, Share Send personal invitation to attend industry trend webinar Day 20 Attend Publish industry trend webinar messages to Twitter, Facebook Pages, and LinkedIn Groups Day 20, 22, 24, 26, 27, 28, 29, & 30 Share, Attend Send weekly e-newsletter Day 23 Open Send link to recorded industry trend webinar Day 30 View Publish industry trend webinar recording messages to Twitter, Facebook Pages, and LinkedIn Groups Day 30, 32, 34, 36, 38, & 40 Share, Listen Send weekly e-newsletter Day 30 Open Personal invitation to attend product demo webinar Day 60 Attend, Convert
  22. 22. Create amazing content 5 your buyers care about!
  23. 23. Your target buyers have interests, problems, questions. Speak to them!
  24. 24. Tip #1 Get to the point.
  25. 25. Tip #2 Make it matter. “THE FUTURE DEPENDS ON WHAT WE DO IN THE PRESENT.” -Mahatma Gandhi
  26. 26. Tip #3 Tell stories.
  27. 27. Tip #4 Push beyond the normal.
  28. 28. 6 Optimize your content for your buyer & search engines
  29. 29. On average, 8 out of 10 people read a headline.
  30. 30. But only 2 will decide to read the full copy.
  31. 31. 92% of online users first use search engines to look for services and products
  32. 32. Off-Page SEO On-Page SEO Ranking Algorithm f(n) = Relevance + Authority
  33. 33. 7 Publish and socialize your content in the right places
  34. 34. ? Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  35. 35. Channel #1: Blogging
  36. 36. Blog, and blog often.
  37. 37. Channel #2: LinkedIn Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  38. 38. LinkedIn is a must for B2B marketers. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  39. 39. Channel #3: Facebook
  40. 40. Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!). Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  41. 41. Channel #4: Twitter Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  42. 42. SOURCE: EMARKETER, APRIL 2011
  43. 43. Twitter = influence. Start tweeting relevant, original content you want to be shared!
  44. 44. Channel #5: Paid Search
  45. 45. Paid search is a great way to get your content found fast. Organic is still best long term!
  46. 46. Channel #6, 7 & 8: Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies. Google+ Pinterest Instagram
  47. 47. 8 Keep score and measure everything!
  48. 48. If you cannot measure it, You cannot improve it. - Lord Kelvin
  49. 49. Social Media Social Media Email Organic PPC Display Landing Page 14% Conversion Rate 22% Conversion Rate 32% Conversion Rate 25% Conversion Rate 9% Conversion Rate
  50. 50. 1 Understand Your Buyer 2 Outline Your Buying Cycle 3 Let’s recap Map Your Content 4 5 6 7 8 Create an Editorial Calendar Create Amazing Content Optimize Your Content Publish and Socialize Measure Everything
  51. 51. ARE YOU READY TO GROW YOUR COMPANY? CONNECT WITH ME TODAY http://www.linkedin.com/in/reedoverfelt
  52. 52. Image Sources • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Slides 3 & 4: Source: Marketo Report “The Ultimate Revenue Engine” Slide 11: Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 12: c/o http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html Slide 13 - PImage source - Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 14 - Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 16-20- Purchased from iStockphoto http://www.istockphoto.com/license Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml Slide 23 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml Slide 24 - FullQuota Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration Slide 27: Courtesy of psdgraphics.com Slide 28; Public Domain: http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg Slide 29: Purchased at Dreamstime.com: http://www.dreamstime.com/terms Slide 30: Purchased at Dreamstime.com: http://www.dreamstime.com/terms Slide 31: Purchased from iStockphoto http://www.istockphoto.com/license Slide 36: Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 37: Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 38: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html Slide 39-41: Hubspot: State of Inbound Marketing Report 2011 Slide 42:from Microsoft clipart + YMKM Agency LLC illustration Slide 43: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html Slide 44 & 45: Hubspot: State of Inbound Marketing Report 2011 Slide 46 & 47: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html Slide 48: Source: COMSOURCE, FEBRUARY , 2011 Slide 49 & 50: Hubspot: State of Inbound Marketing Report 2011 Slide 51: courtesy IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon Slide 52: urtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html Slide 53: Source: EMARKETER, April 2011 Slide 54-56:Hubspot: State of Inbound Marketing Report 2011 Slide 57: Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html Slide 58: Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 60: Purchased from iStockphoto (http://www.istockphoto.com/license) Slide 62:Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg Slide 63: Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages
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