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Content marketing per imprese B2B vs. B2C, cosa cambia? #WMExpo

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Che cos'è il content marketing e come può essere usato per le imprese che operano nel B2B o nel B2C? In questo intervento che ho portato a WM Expo 2016 a Padova (30 sett-1ottobre 2016) presento le differenze principali nei due processi d'acquisto, che conseguenze hanno nel definire la strategia e gli strumenti più adatti, un metodo per slegarsi dagli strumenti e raggiungere veramente le persone (che siano privati o parte di un'impresa).

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Content marketing per imprese B2B vs. B2C, cosa cambia? #WMExpo

  1. 1. Content  marke+ng     per  imprese  B2B  vs.  B2C,     cosa  cambia?   @miriambertoli   Miriam  Bertoli   Freelance   Marke&ng  digitale,     con  garbo   WM  Expo  -­‐  L’eccellenza  italiana  del  Web  Marke+ng  -­‐  #wmexpo  
  2. 2. Content marketing1
  3. 3. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Il  content  marketing  è   un  approccio  strategico   •  creare  e  distribuire   contenuti  di  valore,   rilevanti  e  coerenti       •  per  attrarre  e   mantenere  un’audience   ben  de4inita     •  e  portarla  a  compiere   un’azione  pro4ittevole.       Content  Marketing  Institute   http://bit.ly/1djEYBf   Prima  di  tutto,  intendiamoci  sulle  de6inizioni  
  4. 4. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Contenuti?   “Contenuti”  è  diverso  da  “testi”,     c’è  molto  altro     Sempre  di  più  sono     video  e  immagini     Ma…  allarghiamo  gli  orizzonti  
  5. 5. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Tool  e  app       http://www.makemypersona.com/  
  6. 6. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Diretta  video   http://bit.ly/2cK7SmT  
  7. 7. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Webinar      
  8. 8. B2B vs. B2C2
  9. 9. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo “Business  to  business   marketing  is  just   marketing  to  consumers   who  happen  to  have  a   corporation  to  pay  for   what  they  buy.”   Seth  Godin   http://bit.ly/2cPczJA  
  10. 10. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo È  proprio  così?     Secondo  me  no,  caro  Seth.  
  11. 11. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo B2B:  acquisti  più  complessi/rischiosi       •  Portata  dell’investimento   •  Impatto  sul  processo   produttivo   •  Integrazione  nella  struttura   esistente  
  12. 12. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Con  il  content  marketing      •  Trasferisco  informazioni  man  mano  più  approfondite     •  Presento  scenari  simili  e  soluzioni  concrete  
  13. 13. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo B2B:  customer  journey  più  lungo/complesso       •  Emozione  vs.  informazione   •  Impulso  vs.  valutazione   •  Informazioni  critiche  da   raccogliere   •  Valutazioni  complesse   •  Tempi  tecnici  per  la  fattibilità  
  14. 14. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo     Con  il  content  marketing   •  Mantengo  il  contatto  nel  corso  dei  mesi,  senza  scadere   nel  “pressing  commerciale”     •  Moltiplico  i  punti  di  contatto  
  15. 15. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo B2B:  più  referenti  dentro  l’organizzazione   •  Il  decisore  è  il  mio  referente   diretto?   •  Decisione  privata  vs.  di   gruppo   •  Obiettivi  diversi   •  Parametri  di  valutazione   differenti  
  16. 16. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo    •  Veicolo  contenuti  studiati  sulle  leve  sensibili  per  ogni   referente  (avanzamento  di  carriera,  risparmio,  sicurezza,   crescita  aziendale,  ecc)     •  Adatto  il  linguaggio  e  i  punti  di  contatto   Con  il  content  marketing  
  17. 17. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo    
  18. 18. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo B2B:  una  relazione  post-­‐vendita  critica   (assistenza,  ricambi,  aggiornamenti,  ecc)       •  Relazione  di  più  lunga  durata   •  Servizi  associati  e  assistenza   come  fonti  consistenti  di   fatturato  successivo  alla  vendita   del  prodotto/servizio  principale   •  Spazio  per  up  e  cross-­‐selling  
  19. 19. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo     Con  il  content  marketing   •  Abbatto  i  costi  e  alzo  la  rilevanza  dei  contenuti  di  “auto-­‐ assistenza”     •  Aumento  le  occasioni  di  contatto  utile  (e  di  nuove  vendite)  
  20. 20. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo     http://www.rolandforum.co.uk/  
  21. 21. Quali strumenti funzionano meglio per B2B e quali per B2C? 3
  22. 22. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Generalizzando…      Strumento   B2B   B2C   E-­‐mail  marketing   Lead  nurturing,   assistenza  post-­‐vendita   Education,  sales   Facebook   Lead  generation,   engagement   Education,  engagement,   sales   Google  AdWords   Lead  generation,  sales   Branding,  sales   YouTube   Presentazione  prodotto,   how-­‐to  per  assistenza   Branding,  engagement,   presentazione  prodotto  
  23. 23. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Ma  la  soluzione  è  costruire  una  strategia     considerando  dimensioni  diverse   Personas   Bisogni   Scenari   Customer  journey  
  24. 24. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Mario,  55  anni,     Marketing  manager  PMI   “old  style”  
  25. 25. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Awareness   Consideration   Decision   Delight   15  agosto,   grigliata  con   amici:   percezione  di  un   bisogno/ opportunità       “Quello  che  so   fare  non  basta   più.  Ho  bisogno   di  cambiare   azienda  e   rimettermi  in   gioco.”   15  agosto:  primi   consigli  con   passaparola;     1,  12  settembre,   divano  di  casa:   ricerca  su   Google  +  rete   sociale        “Da  dove   comincio?  Chi   c’è  lì  fuori  che   può  guidarmi?”   15  ottobre,   lunedì  mattina   in  uf4icio:   bisogno  di   metodi  e  fonti  di   aggiornamento           “Ehi  qui  cambia   tutto  ogni   giorno!  Aiutami   a  rimanere  sul   pezzo!”   Sabato  15   settembre,  ore   11  sul  pc  a  casa:     bisogno  di  punti   di  rinforzo  e   rassicurazione               “Perché  tu?  Che   cosa  mi  dai  più   degli  altri?”  
  26. 26. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Awareness   Consideration   Decision   Delight   Facebook:   articoli  e  ricerche   su  opportunità   professionali  del   digitale     Property  di  terzi   a  tema   marketing/ carriera:   interviste,  podcast     Associazioni  di   categoria:  eventi   di  divulgazione   Blog:  post  a  tema   “digitale  e   marketing”     Facebook:   condivisone  post   +  discussione     Sito:  sezione  con   servizi  ed   esperienza       Slideshare:   presentazioni  su   digitale  per  PMI   Sito:  portfolio,   Recensioni     Contatto  diretto:   casi  di  successo   Newsletter:   content  curation   su  digital  news  e   condivisione  di   contenuti  originali   su  digitale  e   imprese     Facebook:  share   di  articoli/video   su  novità  digital  
  27. 27. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Awareness   Consideration   Decision   Delight  
  28. 28. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo Da  una   dimensione   verticale  e  statica     •  B2B  vs.  B2C   •  Settore   •  Strumenti,   contenitori,   formati       A  un  processo   dinamico  e   orizzontale     •  Bisogni   •  Scenari   •  Contenuti   slegati  da   contenitore  e   formato  
  29. 29. WMEXPO – L’eccellenza italiana del Web Marketing - #wmexpo E  senza  mai  dimenticare     che  è  comunque   Human2Human     (Seth,  un  po’  di  ragione  ce  l’hai  J)      
  30. 30. Restiamo in contatto Scrivimi a: miriam@miriambertoli.com Iscriviti alla newsletter: www.miriambertoli.com/newsletter/ Miriam Bertoli Marketing digitale dal 2000 Consulenza e formazione per PMI Grazie.
  31. 31.         Miriam  Bertoli   www.miriambertoli.com   miriam@miriambertoli.com   I  nostri  Gold  Sponsor:   Organizzatori:   I  nostri  Sponsor:  

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