Online Strategies for Thought Leadership Marketing - Online Marketing Summit Houston


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From the Online Marketing Summit 2009 Session Description: As a B2B Marketer, you will have more success if your perception is one of trusted advisor rather than vendor or service provider. You know your company provides value for your clients, so why not show the proof? Learn tips on why these online channels work and how to integrate them into your overall marketing strategy.

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Online Strategies for Thought Leadership Marketing - Online Marketing Summit Houston

  1. 1. SAVAGE Online Strategies for Thought Leadership Marketing 1
  2. 2. Why Thought Leadership? To have you or your company be perceived as a trusted advisor or resource Really about providing valuable information Establishing a positive reputation Set yourself apart Be “vertically famous” 2 2
  3. 3. Why Online? Be where the conversations are. Help fix your audience’s “filter problem.” Low barriers to entry A great equalizer (no “big company” advantage) 3 3
  4. 4. First, Get Involved Research and Listen - Who is in the space already? - What are they saying? Join the - What do your customers say? BIG THREE Build a listening post Subscribe to industry blogs/ Twitter group and know what’s LinkedIn happening in your industry Facebook Participate in conversations Comment, answer questions, repost 4 4
  5. 5. Next, Think About the Outcome Is there a position or “space” you want to own? If it works, then what... Figure out what results you want, and put the measurements in place now 5 5
  6. 6. Find your “Hotspot” Your expertise, differentiator Brand Your Hotspot Position Audience Brand needs Experience What is your Busy clients = personality? information filter problem Tone of voice? 6 6
  7. 7. Find your “Hotspot” Credible Authentic Valuable Timely 7 7
  8. 8. Effective Programs This is all part of an integrated program, so you can and should consider: – PR/Media strategy: establish relationships, position yourself as a resource – Speaking opportunities and authorship But for today we’re focusing on online 8 8
  9. 9. The Online Strategy A different kind of online “marketing funnel” Micro Social Website blogs Networks E-mails SEO/SEM Blog Your blog is the “hub” 9 9
  10. 10. Blog: Why the Hub? ATTRACT The right audience INFORM With valuable information ENERGIZE A call-to-action RESPOND And listen RETAIN By building loyalty, trust 10 10
  11. 11. Blog: Why the Hub? It’s the most dynamic – provides the best balance of content depth and timeliness Grow your traffic (and search rankings) A more engaged community Establish your brand with rich media Offer better service and responses Initiate more sales 11 11
  12. 12. Online Channels Communities and networks: join, comment Blogs and microblogs: encourage dialogue (listen to customers) E-mails, E-newsletters (show solutions) Websites: publish papers, webinars, presentations, podcasts, research SEO/SEM 12 12
  13. 13. Networks: Use Groups Strategically Think shared interest group instead of a company group – Provide topics for open-ended discussions – Post relevant news and information (linking back to your blog as needed) Key is to find a topic that you have expertise in that your customers would have an interest in too 13 13
  14. 14. Microblogs: Have a “Follower” Strategy Build your Twitter “followers” – Media – Other thought leaders – Industry organizations Follow those you want to engage with Those you follow likely will follow you back 14 14
  15. 15. E-mails: Ubiquitous and Useful E-mails/E-newsletters – Case Studies – Industry comment Add a tagline to all emails with your social media links to feed your funnel 15 15
  16. 16. Examples Thought Leadership in Action 16
  17. 17. Thought Leadership in Action Accenture – Thought leadership should be integrated into your company culture – Make innovative thought easily accessible – Give employees freedom of speech 17 17
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  21. 21. Thought Leadership in Action TED Conference – Share the spotlight with other thought leaders by bringing them into your sphere – Think big – Focus on the future rather than commenting on the past 21 21
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  23. 23. Thought Leadership in Action English Cut – What seems mundane or ordinary can be of great interest to those on the outside – Letting people into your world helps them understand the processes, complications and obstacles you encounter, making them more understanding and appreciative of your work – People begin to regard you as the go-to resource for all things related to your industry 23 23
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  25. 25. Thought Leadership in Action Cisco – Pay attention to timely news and think about how it affects your customers – Support your customers’ success – Incorporate video to more deeply engage readers 25 25
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  27. 27. Thought Leadership in Action Stormhoek Wine – Partner with the big names – Give away product for publicity – Differentiate yourself from your competitors by connecting with your audience in a new way 27 27
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  29. 29. Thought Leadership in Action Rohit Bhargava – Do more than comment on existing content; generate new concepts – Share the credentials that make you a credible thought leader – Utilize a variety of outlets to share content 29 29
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  33. 33. Final Advice Clarity, Commitment and Consistency! – It’s more difficult to maintain your visitors – Resist the temptation to market – Don’t write about yourself – write about your customers and your industry Always be giving (and generous with your ideas – to a point) There will be new channels, so add to the funnel but keep your “hub” intact 33 33
  34. 34. Thank You 34