Authority Intensive Lee Odden - Be the Best Answer

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How to be the best answer, wherever customers are looking. Presentation on integrated digital marketing and PR by Lee Odden at the Copyblogger Authority Intensive conference in Denver, 2014.

How to be the best answer, wherever customers are looking. Presentation on integrated digital marketing and PR by Lee Odden at the Copyblogger Authority Intensive conference in Denver, 2014.

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  • Hello,
    (ruthbello15@hotmail.com
    i wish you good love and happy day, It is my pleasure to contact you after going through your profile on my search for friendship I must tell you that there is something special in you that i will like to know about, please contact me on this email address (ruthbello15@hotmail.com so that i can send you my picture and tell you more about myself. i promise you will like it. I will be happy to know a little about you and hobbies,
    RUTH
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  • Thanks Jim!
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  • Lee, the only bad thing I can say about your presentation is...I regret not being there to see it in person. Brilliant my man.
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  • Great!!!!!!!!!!!! :D
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  • 1. How to Be the Best Answer Wherever Customers Are Looking @LeeOdden TopRankMarketing.com
  • 2. @leeodden  #authority2014   About Lee Odden TopRankMarke9ng.com   Marke9ngBlog.com     Integrated  Marke,ng   for  B2B  &  B2C  Brands   Lee  Odden,  CEO   Op9mizeBook.com  
  • 3. @leeodden  #authority2014   10 Billion 2014 50 Billion 2020 Source:  ABI  Research   Source:  Ericsson   Internet  Connected  Devices   Photos:  ShuKerstock  
  • 4. @leeodden  #authority2014   of  the  world’s  data   has  been  created  in  the  past  2  years   Photos:  ShuKerstock   Source:  IBM  
  • 5. @leeodden  #authority2014   Ge=ng  informa,on  off  the     Internet  is  like  ge=ng  a  drink   from  a  fire  hydrant.   -­‐  Mitchell  Kapor   Photo:  ShuKerstock  
  • 6. @leeodden  #authority2014   1.3 Billion 1 Billion/MO 883 Million 70 Million 300 Million 500 Million 200 Million 179 Million #1 Activity in U.S. Social Networking Image:  ShuKerstock  
  • 7. @leeodden  #authority2014   Search Has Been An Effective Channel It’s  s,ll  VERY  Important     But  Things  Have  Changed  
  • 8. @leeodden  #authority2014   Quality Over Quantity Customer Centric & Accessible
  • 9. @leeodden  #authority2014   Content & Social Rush Brands  Publishing   34% F500 Source:  UMass  Dartmouth   Consumers  Publishing   254 Million Blogs Source:  Tumblr  /  WordPress   Content Marketing Budgets Social Media Budgets 58% Source:  CMI  /  Marke9ngProfs   Source:  Adver9sing  Age   58% @LeeOdden Image:  ShuKerstock   #authority2014
  • 10. @leeodden  #authority2014   Content  Shock!   Image:  ShuKerstock   Graph:  Mark  Schaefer  
  • 11. @leeodden  #authority2014  #authority2014   @leeodden   Source:  Qmee,  myclever  agency   Social  Media  Shock!  
  • 12. @leeodden  #authority2014   Hey  Facebook  &  TwiKer,  any   sugges9ons  for  kid-­‐friendly   things  to  do  in  New  York?     Bronx  Zoo   FAO  Schwartz   Metropolitan  Museum  of  Art   Yankees  Game   Subway   Helicopter  over  ManhaKan  
  • 13. @leeodden  #authority2014   It  Worked!   Experience  Achieved   And  Shared  
  • 14. @leeodden  #authority2014   Customers Are Empowered Image:  ShuKerstock  
  • 15. @leeodden  #authority2014   Customer Information Journey Photos:  ShuKerstock   Discover Consume $$$ Act
  • 16. @leeodden  #authority2014   Who’s Hungry?
  • 17. @leeodden  #authority2014   Discover
  • 18. @leeodden  #authority2014   Validate & Consume
  • 19. @leeodden  #authority2014   Take Action
  • 20. @leeodden  #authority2014   Create Signals of Credibility Your  Brand   =  XYZ   XYZ   XYZ   XYZ   XYZ   XYZ   XYZ   Search   Social  Networks   Content  Marke9ng   Industry  Media  &  News   Referrals/WOM   Adver9sing   XYZ   Local  
  • 21. @leeodden  #authority2014   PR Radio TV Print Word of Mouth Email Ecommerce Store FAQ Knowledge Base Promotions Newsletter Social Networks BlogWebsite Community Forum Online Ads Email PPC Social Ads Blog Reviews Media awareness consideration purchase retention advocacyinterest Create  Top  of   Mind   Recogni9on   Engagement   with  the   Brand     Inclusion  in   more   prospect   dialogues   Increase  in   inquiries  /   sales   mee9ngs   Be the Best Answer for Buyers
  • 22. @leeodden  #authority2014   Measure  &  Refine   Promo,on   Social  Networking   Content  Op,miza,on   Crea,on  &  Cura,on   Content  Plan   Keyword  &  Topic  Research   Audience  &  Personas   Optimized & Socialized Content Marketing Photo:  ShuKerstock  
  • 23. @leeodden  #authority2014   Marke9ng  Strategy   PR  Strategy   Service  Strategy   Optimized Marketing In Action Business  Goals   Customer  Insights   Tac9cal  Mix   Implementa9on   Key  Performance   Indicators   Business  Outcomes   Jane   I  like  to  save  9me,  great  service.   I  use  FB  and  TwiKer.  I  blog  too.   Sell  more  premium  widgets.   Connect  with  higher  end  cust.   Poll  C.S.  reps  for  common   ques9ons.  Get  PR  to  place  stories   about  premium  widgets:  save   9me,  great  service.  Blog  posts,   comments,  Tweets,  video.   Media  placements,  blogger   outreach,  Tweets,  video,  images,   product  photo  contest   Exposure,  media  hits,  blogger   placements,  social  shares,   network  growth,  visits,  sign-­‐ups   Sales  of  premium  widgets,  shorter   sales  cycle,  order  volume   I  love  my   new  shiny   widget.  I’d   be  happy   to  endorse!  
  • 24. @leeodden  #authority2014   How Do You Want to Be Known? Photo:  ShuKerstock   What Do You Stand For?
  • 25. @leeodden  #authority2014   What Questions Do Your Customers Need Answered In Order to Buy? awareness interest consideration purchase advocacy Photo:  ShuKerstock  
  • 26. @leeodden  #authority2014   Exper9se   (Topic  -­‐  Keyword)   Blog   Posts   Industry  Media   Coverage   Press  Releases   Contributed   Ar9cles   Guest  Posts   Topical  Survey   “2014  Topic  XYZ   Survey”   Tips  &   Examples   eBook   Guide  to   B2B  Social   Co-­‐Created   Visual  eBook   w/  Conferences   Topical   Resource   Lists   Off  Site   Commen9ng   Speaking  at     Conferences   Prospect   Brand   Networking   Social   Networking   Community   SEO   Website   Category   Email   NewsleKers  
  • 27. @leeodden  #authority2014   Brand   USP   Topic  B   Topic  C   Topic  D  Topic  A   Topic  E   Develop An Ecosystem of Authority
  • 28. @leeodden  #authority2014  
  • 29. @leeodden  #authority2014   Conference eBook - #CMWorld Objec,ves:   •  Promote  the  Event   •  Promote  Speakers   •  Create  a  Resource  for   all  Marketers   •  Create  Rela9onships  
  • 30. @leeodden  #authority2014   Where Does This Fit For SEO? Content  Marke9ng  Rocks   Content  Marke9ng  eBook   Content  Marke9ng  Tips   Content  Marke9ng  World   Content  Marke9ng  Experts   Content  Marke9ng  Influencers   Content  Marke9ng  Conference   Content  Marketers   Content  Marke9ng  Influencers   “Content     Marke,ng”  
  • 31. @leeodden  #authority2014   Where Does This Fit For Social? Content  Marke9ng     Rocks   Content  Marke9ng     eBook   Content  Marke9ng     Tips   Content  Marke9ng     World   Content  Marke9ng    Experts   Content  Marke9ng     Influencers   Content  Marke9ng     Conference   Content  Marketers   Content  Marke9ng  Influencers   “Content  Marke,ng”  
  • 32. @leeodden  #authority2014   Conference eBook - #SMMW14 Objec,ves:       •  Create  event  awareness   •  Add  value  for  speakers   •  AKract  registra9ons   •  Highlight  brands   •  Create  rela9onships  
  • 33. @leeodden  #authority2014  
  • 34. @leeodden  #authority2014   Content Marketing Maturity Model Stasis Focus:  status  quo   Sta9c   Few  resources   Ini9al  experiments   Brand  centric   Production Focus:  quan9ty   Strategy   Process   Crea9on   “More  is  BeKer”   SEO  centric   Utility Focus:  quality   Func9onal,  useful   Customer  focused   Refined  process   Social  centric   Storytelling Focus:  experience   Seek  to  dominate  USP   Brand  leadership   Op9mized  buy  cycle   Integra9on   Mul9  &  Omni  Channel   Monetization Focus:  ecosystem     Marke9ng  ROI   Content  Publishing  ROI   Syndica9on  ROI   Services  ROI   Scale   SEO  Focused   Social  Networks  &  Influencers  
  • 35. @leeodden  #authority2014   Takeaways 1.  Decide  what  it  is  that  you  stand  for  and  how  you  want  to  be   known.  Make  a  plan  to  dominate  that  thing     2.  Understand  who  your  major  customer  segments  are  and  how   they  buy  –  op9mize  for  discovery,  consump9on,  ac9on     3.  Find  out  the  ques9ons  customers  have  during  the  buying  cycle   and  use  them  to  inspire  your  content  plan       4.  Be  the  best  answer  –  wherever  your  customers  are  looking,  be   present,  be  useful  and  “info-­‐taining”  
  • 36. @leeodden  #authority2014   Lee  Odden   lee@toprankmarke9ng.com   1-­‐877-­‐872-­‐6628   TopRankMarke,ng.com   Marke9ngBlog.com   Op9mizeBook.com   Thank  You!   Op,mize  Your  Digital  Marke,ng