Channel marketing webinar with channeltivity

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  • Adam: Rview Agenda
  • Adam & Jason- How most Channel Partners are doing marketing today
  • Adam- why this model is broken- people are ignoring most outbound marketing, it’s becoming less effective, etc… Jason- channel partners don’t know what to do about it so they end up spending more time/money on the same old things and push more services to existing clients rather than sell more product
  • Consumers used to get info this way
  • World is changing- this is how they get info now…
  • IM is about pull v. push
  • More cost effective bc anyone can do it- doesn’t require huge budget that outbound advertising does Jason- but channel partners don’t have the resources / understanding of how to do this, so it’s up to the CM to educate them
  • This is a picture of a billboard in the desert. I like this because it’s what most business websites are like today. Now, when companies decide they want to start generating leads online, they often start out by thinking “I need to spend $5,000 and redesign my website.”
  • Unfortunately, that only gives you a nicer billboard that’s still in the desert. What we want to focus on is moving this billboard from the desert to times square.
  • When thinking about helping channel partners engage in online marketing, local SEO plays a big role in driving traffic to individual locations’ websites and landing pages. Generally this isn’t too relevant for channel managers but it’s absolutely critical for the partner network, so we’ll discuss some high level strategies here
  • This is the “7-pack” – google launched it in 2004. It caused a lot of concern because ppl worked so hard on getting their SEO up and all of a sudden this pushed them way down the page. LOCAL RESULTS EVEN WO LOCAL SEARCH TERM
  • So, in 2010 Google introduced the zero-pack, which combines local results, with regular organic results. The Zero-pack emphasizes the importance of optimizing both your Google places listing as well as your organic listing – local companies with a focus on each seem to have the edge right now.
  • Jason- discuss the importance of channel managers helping their partners figure out local SEO (sould be at the end of this slide or at the beginning). Maybe create template guides and how-to’s of things they need to do. Largely, following these steps (which most people don’t ) is a practically guaranteed way to get business. Consistency – Conventional SEO puts a high premium on having the proper keywords in place…for good reason. Google places does give you plenty of opportunity to tell visitors what search terms your business relates to but you also need to ensure that your business information is consistent with the contact information (address, phone, URL etc) found on your primary domain AND any citation sites, like yelp and yahoo local. Google needs to be able to trust you and when they see consistent business information across multiple sources it helps. This also helps google know that your site is associated with a specific zip code/are code which will help you show up in local results even on non-local seraches. Completion – Complete your Google places listing. So many businesses go half-way and provide the bare minimum but a thorough, complete Google places listing will rank better and provide a stronger user experience. This means photos, videos, coupons – Google allows you to include a lot of information and remember: It’s ALL FREE. Remember- google is trying to serve up the best results… It just makes sense that a complete listing will be more relevant to people than an incomplete one. Citations – These are things like mentions and reviews of your business. To Google, citations equate to trust in the same way backlinks do. Citation links help establish trust with Google through the validation of business information. Be sure that all citations accurately represent your business address, phone, URL and other pertinent information (as mentioned above in the category section).
  • To effectively get business from search engines, we need to do two things. First, we need to get on the list of search result- we need to have local websites in place for franchise locations, and tell google what searches we want to show up on the list for. Next, we need to get to the top of the list, bec we all know, being on the list isn’t good enough- if you’re not on that first page, it’s very unlikely you’ll see any results. And what’s worse is that the would-be customers that are searching locally for the products/services you offer are going straight to your competitors if your locations aren’t showing up in the results.
  • First thing is getting on the list- that’s actually fairly easy. Let’s take a look at one of Paul Davis Restoration’s local websites – this Paul Davis location is targeting the term “Contents Restoration & Cleaning.” In order to do that, they just had to tell Google that this page is about “XXXXXXXXXXX.” and they did so by putting that keyword phrase into the right places on his website- the PAGE TITLE, the URL, the HEADER, and the CONTENT. So- this whole page is perfectly optimized around that phrase.
  • It’s important to note here that every single one of your pages gives you the opportunity to rank for a new keyword or search phrase. The more pages you have on your website, the more opportunities you have to target different search phrases, which is important since your prospects are searching a variety of combinations of words to find your services. Here are some of the phrases that Paul Davis is targeting- Water Damage Clean Up Fire & Smoke Damage Mold Removal You can get on the list of results for any phrase you like, just by putting those phrases into those key areas. And this applies both to your corporate website, your franchise opportunity website or pages, and your local websites.
  • 1- make it REALLY easy for them to do this. Don’t rely on them figuring it out on their own.
  • The next thing you need to do is get to the top of the list. The way google figures that out is by counting the amount of INBOUND LINKS you have- basically how many other websites out there have a link that is pointing to your website. Google looks at link like votes- they figure that if another website is willing to link to you, and basically send their website visitors away from themselves, to you, you must have some sort of valuable content on your site, and they’re going to put you up higher on the list. ---CLICK--- Now as of recent, it’s not just about inbound links, but social media as well- the more tweets you have about your site, and the more facebook shares, the higher you show up on google- again because google figures that a site that ppl are talking about in social media is more valuable than a site that no one is talking about, and so it should show up higher on the list of results. And that’s really it- having pages on your site with KW’s in the right places gets you on the list, and getting other sites to link to you brings you higher up the list.
  • Great info, but how do we actually do this???
  • Key to your backlink strategy is finding relevant trusted sties to back link to you site. Partners are a natural choice. Here we represent them as the yellow orbs Backlinks are most effective when yet another site is back linking to the second tier site. This is were your partners blogs, guest blogs, twitter and any sites on which citations are made. The key is not to insert your home page domain, but rather to provide keyword content that links back to home pages or subpages within your site. With this strategy you can dominate both global or local search and dominate your competition. The good news, is that the strategy only needs to focus on a subset of your partners. Using HubSpot website grader, you can target your top 20% of partners to engage in this strategy.
  • Another way to do this is with a blog. Channel managers should strongly encourage their partners to start blogging…
  • While your website is about you and your products/services, your blog should be about your customers , and what they care about. When prospects search for a term like this- can car insurance be affeted by texting, they don’t find a corporate wbsite- they find the plymouth rock BLOG- because blog articles add value, and when people see an article like that, they know that you’re not just trying to sell them, but that you’re an expert and you know what you’re talking about, and you can help them with their problems.
  • Most partners will not be creating blog topics specific to your SEO strategy Your blog content will have much greater impact distributed across many blogs than on your blog. REMEMBER TO INCLUDE BACK LINKS!
  • The first is distribution. Notice here Computer Explorers blog, it has all of these basic “sharing” buttons installed that make it really easy for someone reading the article to share it to his network. This is extremely valuable. The average person on Facebook has 350 friends. That means every time that article is shared, 350 new prospects will see it. And it’s FREE!!!
  • Finally, it’s worth mentioning again, the 3 rd way social media plays a role is in getting found. In December of 2010, Google and Bing both independently confirmed that Social Media activity actually impacts your search rankings. Remember- Google is trying to figure out how to rank all of the websites that got on the list for a given search phrase- it makes sense that a site that has facebook fans, that’s being talked about in social media, etc… is more relevant to searchers than a site that no one is talking about.
  • Channel partners need to be involved… ignoring it is not an option Channel Managers need to provide training and guidance… For example, on facebook and linkedin CM’s can be providing thought leadership, running promotions, etc… with their fan pages. Channel partners can be building personal relationships with existing customers to encourage repeat business…
  • Bottom line in all of this- seo, social media, blogging… is that content is king. Success online today is directly tied to your ability to create and distribute valuable content that’s relevant to your target audience.
  • Everything we’ve talked about until now has to do with getting found, or attracting more visitors to your website- and if you start employing some of these techniques, you WILL get more traffic to your website- it’s that simple.
  • Unfortunately, traffic doesn’t pay the bills. You need leads. So the next thing we need to consider is how do you get these people who are now staring at your website to convert into leads.
  • Most VARs only have a “contact us” form on their website. Contact us is the lowest converting form on the internet because, at the end of the day, you are not offering people a compelling reason to give you their contact information. A good call to action needs to be compelling- it needs to say “give me your information, because you will get something valuable in return”
  • Everything we’ve talked about until now has to do with getting found, or attracting more visitors to your website- and if you start employing some of these techniques, you WILL get more traffic to your website- it’s that simple.
  • We just discussed the idea of targeting different areas of the funnel on your website- that’s really important because people are interested in different things. Now the questions becomes- you have all of these leads that are not ready to buy yet- what the heck do you do with them???
  • One of the best way to give people targeted messages today is with email marketing
  • Buckminster Fuller said, if you want to change peoples behavior, don ’ t bother teaching them. Provide them the tools, the use of which will change their behavior. Nurturing leads is key to efficiency in sales and optimizing your cost per lead. Provide template and campaigns to your partners. As you refine them and identify best practices you can share that across your partner base.
  • There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.
  • HubSpot + Channeltivity for channel managers. (HubSpot basic with preferred pricing for channel partners)
  • Free whitelabeled content library provided to channel managers to help educate their networks, pre-loaded into their channeltivity portals.
  • Channel marketing webinar with channeltivity

    1. 1. Inbound Marketing Strategies for Channel Managers Adam Enbar, HubSpot Jason Jacobs, Channeltivity
    2. 2. Agenda The Sales and Marketing Playbook Get Found – Local SEO & Social Media Convert – Visitors into Leads & Customers Nurture – Increase Customer Loyalty 3 1 2 4 4
    3. 3. The Sales & Marketing Playbook
    4. 4. The Sales & Marketing Playbook IS BROKEN. CALLER ID
    5. 5. Humans Are Changing
    6. 6. Humans Are Changing
    7. 8. Telemarketing Direct Mail Email Blasts Door-to-Door Email SEO Blogging Consultations Thought Leadership Social Media Viral Videos
    8. 9.
    9. 10. Get Found 2
    10. 11. Call me Please
    11. 12.
    12. 13.
    13. 15.
    14. 16. Consistency Completion Citations
    15. 17.
    16. 18.
    17. 19. How do you get on the list of search results?
    18. 20. 4 Rules For Local SEO <ul><li>Educate your Partners! </li></ul><ul><li>Optimize Page Titles & metadata *Use the RIGHT keywords *Keep it short (<71 characters) *Make each Page Title unique </li></ul><ul><li>Optimize locally relevant content </li></ul>
    19. 21.
    20. 22.
    21. 23. Build a Partner Backlink Program! Vendor Site Partner Site Partner, Twitter, FB, Blog, Guest Blog etc.
    22. 24.
    23. 25. Why is Blogging so Powerful? <ul><li>Each article is a new page on your site </li></ul><ul><li>Every page is the opportunity to rank for a new keyword phrase </li></ul><ul><li>Blog articles generate 700% more traffic than static web pages </li></ul>
    24. 26.
    25. 27. Getting partner to blog <ul><li>Make it easy for them </li></ul><ul><li>Create a blog series </li></ul><ul><li>Post it to your partner portal and notify them </li></ul><ul><li>REMEMBER TO INCLUDE BACK LINKS! </li></ul>
    26. 28. <ul><li>5 Tips For Blog Content </li></ul><ul><li>Be a Resource to Your Target Audience </li></ul><ul><li>Answer FAQs, check your email! </li></ul><ul><li>Engage with Your Local Community- build case studies, discuss local news, etc… </li></ul><ul><li>Provide How-to Based Content </li></ul><ul><li>Post Articles Consistently </li></ul><ul><li>Give Channel Partners guidelines, examples, and ongoing best practice training </li></ul>
    27. 29. How does Social Media fit in?
    28. 30. Social Media - Distribution <ul><li>If your content is remarkable it WILL spread! </li></ul><ul><li>The people reading and sharing your content are your target customers . </li></ul>
    29. 31. Social Media – Search Rankings!
    30. 32. <ul><li>4 Rules For </li></ul><ul><li>Channel Social Media </li></ul><ul><li>Provide strategy, guidelines & policy </li></ul><ul><li>Focus on networks that align </li></ul><ul><li>3. Content should fuel social activity </li></ul><ul><li>4. Give your partners something to share! </li></ul>
    31. 33. Content is KING
    32. 34. Convert 3
    33. 35. Convert to leads
    34. 36. Examples of Calls to Action Contact: info@companyxyz.com
    35. 37. Give/Get Leads!
    36. 38. <ul><li>4 Rules For CTA’s </li></ul><ul><li>Don’t neglect the other 96%!! </li></ul><ul><li>Help partners LEVERAGE your content </li></ul><ul><li>3. Make lead generation value-add- think whitepapers, not brochures </li></ul>
    37. 39. Nurture 4
    38. 40. Thought Leadership Whitepapers, Research Datasheets Comparison charts Product tour Competitive research Customer testimonials Pricing information
    39. 41. “ Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.” *Source: Forrester Research
    40. 42. Nurturing is learned…by example! <ul><li>Create nurturing campaigns for your partners, ie. series of emails, designed to drive people down the funnel over time, that VARs can just use with their lists. </li></ul>
    41. 43. Partner Relationship Management Recruit Enable Engage
    42. 44. The right tools for Channel Success <ul><li>Portal Content Management </li></ul><ul><li>Resource Library </li></ul><ul><li>Channel Management Dashboard </li></ul><ul><li>Partner Recruitment Management </li></ul><ul><li>Lead Distribution </li></ul><ul><li>Deal Registration </li></ul><ul><li>Market Development Fund Management </li></ul>
    43. 45. Integrated with Best in Breed! More…
    44. 46. Emerging and Midsize Enterprises
    45. 47. What is HubSpot?
    46. 48. Complicated & Confusing Easy & Integrated
    47. 49. New Strategic Investment $32M
    48. 51. HubSpot ROI <ul><li>After 5 Months of using HubSpot customers see, on average: </li></ul><ul><li>6,862 unique monthly visitors </li></ul><ul><li>138 leads per month </li></ul><ul><li>420% increase in monthly website leads </li></ul>Customers experience sustained lift in leads as they age
    49. 53. Custom Inbound Marketing Library <ul><li>Inbound Marketing: </li></ul><ul><ul><li>Internet Marketing Kit   </li></ul></ul><ul><ul><li>Guide to Local SEO </li></ul></ul><ul><ul><li>Step by Step Guide to SEO </li></ul></ul><ul><li>Lead Generation: </li></ul><ul><ul><li>SEO for Lead Generation Kit </li></ul></ul><ul><ul><li>Inbound Lead Generation Kit </li></ul></ul><ul><li>Social Media: </li></ul><ul><ul><li>Facebook Page Marketing Ebook   </li></ul></ul><ul><ul><li>A Practical Guide to Using LinkedIn for Business </li></ul></ul><ul><ul><li>A Beginner's Guide to Using Twitter for Business </li></ul></ul><ul><ul><li>Social Media Marketing Kit   </li></ul></ul><ul><ul><li>Business Blogging Kit </li></ul></ul>
    50. 54. Channel Marketing Assessment http://www.hubspot.com/channel-marketing-assessment/ <ul><li>Free 30 Minute Online Marketing Consultation for Channel Managers </li></ul><ul><li>What’s the best way to set up a website to attract more visitors from search engines? </li></ul><ul><li>How can you convert the visitors who are on your site today into leads and customers? </li></ul><ul><li>How can you use social media sites like Facebook and Twitter to generate business? </li></ul><ul><li>What are your local competitors doing to generate business online today and how can you catch up? </li></ul>
    51. 55. Adam Enbar [email_address] @aenbar Jason Jacobs [email_address] @channeltivity www.hubspot.com/channel-marketing

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