Master your tofu (top of-the-funnel)

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In Master Your TOFU, you’ll learn how to:
• Curate and create content that your target buyers really want
• Optimize your content for search engines (SEO)
• Promote your content in the social media sphere

Published in: Marketing, Business, Technology

Master your tofu (top of-the-funnel)

  1. 1. IT’S TIME TO TRANSFORM YOUR MARKETING Master Your TOFU: Get Found Online Reed Overfelt, CEO – FullQuota Prepared by FullQuota on behalf of Microsoft
  2. 2. Google is your new business card. Prepared by FullQuota on behalf of Microsoft
  3. 3. 12b 2.75b 17 billion 2.25b searches are conducted every month. SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  4. 4. 46% of daily searches are for info on products or services. 46% Products and Services Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  5. 5. 70% of the links search users click on are organic – not paid. “Which search result link did you click on first?” 25% PAID 70% ORGANIC Prepared by FullQuota on behalf of Microsoft
  6. 6. of all organic clicks go to the top three organic search results. 27% 20% 13% 10% 1 2 3 4 9% 5 7% 6 5% 7 3% 4% 3% 8 9 10 Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  7. 7. First Page …and done! Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  8. 8. Bottom Line: If Google can’t find you, neither will anyone else. Prepared by FullQuota on behalf of Microsoft
  9. 9. HOW do you get found? Prepared by FullQuota on behalf of Microsoft
  10. 10. 1 2 3 4 Create AWESOME Content Optimize Content Promote Content Give Great Directions Prepared by FullQuota on behalf of Microsoft
  11. 11. 1 Creating Content Prepared by FullQuota on behalf of Microsoft
  12. 12. Creating exceptional and unique content is the foundation of getting found online. Great content is rewarded by users and search engines alike. Prepared by FullQuota on behalf of Microsoft
  13. 13. HOW? Prepared by FullQuota on behalf of Microsoft
  14. 14. Let’s for a second… Prepared by FullQuota on behalf of Microsoft
  15. 15. thinking like a marketer or advertiser… Prepared by FullQuota on behalf of Microsoft
  16. 16. …START thinking like a publisher and socializer. Prepared by FullQuota on behalf of Microsoft
  17. 17. 1 Identify your target buyer persona! Prepared by FullQuota on behalf of Microsoft
  18. 18. What business problems are they trying to solve?  What are their biggest concerns?  What do they need most?  What do they want? Prepared by FullQuota on behalf of Microsoft
  19. 19. What kinds of information are they typically searching for?  Top-notch blog articles?  New market data?  Industry research, reports & studies?  Educational content? Prepared by FullQuota on behalf of Microsoft
  20. 20. Where are they hanging out online? Prepared by FullQuota on behalf of Microsoft
  21. 21. 2 Map your content to your target buyer persona! Prepared by FullQuota on behalf of Microsoft
  22. 22. Conduct an audit of your existing content. Prepared by FullQuota on behalf of Microsoft
  23. 23. Things to look for… 1. Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaper or eBook. You can also write a whitepaper or eBook based on a previous research study or data set. 2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problem or need. For example, if you're a plumber you could create a tip sheet on “How to Troubleshoot a Clogged Drain.” 3. Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short summary on 10 new industry developments or write what you think will be the 10 biggest changes to your industry during the next year. 4. How-To Guides: Create simple guides for your prospects to download that will help them with a problem. For example, if you’re selling mortgages, create a guide on picking the right mortgage for you. 5. Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves. For example, if you’re a moving service, create a packing checklist visitors can download. 6. Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that answers each question. 7. Product Demo Videos: Create a video that shows off all of your product’s features and benefits. At the end of the video, give the lead an option to download a product use case document. 8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to your industry. Compile them in an eBook format. 9. Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compelling Downloadable Kit offer. 10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convinces them to convert. Package this material into a toolkit visitors can download. 11. Case Studies: Show off your leading customers and share their successes with future customers. Video record their testimonials for even more content and to build credibility. Offer the case studies as free downloads. Prepared by FullQuota on behalf of Microsoft
  24. 24. Top of the Buying Cycle Prospect knows there’s a problem that needs to be solved • • • • • • Free whitepapers Free guides & tip sheets Free eBooks Free checklists Free videos Free kits (a combination of any of the above) Middle of the Buying Cycle Prospect recognizes a need for a solution like yours • • • • • Free webinars Case studies Free sample FAQ sheets Product spec sheets Bottom of the Buying Cycle Prospect seeks solution to their need; ready to buy • • • • Free trials Demos Free consultations Estimates or quotes Prepared by FullQuota on behalf of Microsoft
  25. 25. 3 Create an editorial calendar Prepared by FullQuota on behalf of Microsoft
  26. 26. 4 Start creating AWESOME content Prepared by FullQuota on behalf of Microsoft
  27. 27. Content DOs: Focus on your target buyer! Create content that speaks directly to their needs, wants and desires. 2. Find the right SME (it’s harder than you think). The right SME understands your market and your buyer. Use the SME to guide your content with value-added commentary and feedback. 3. Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers who understand how to ask the right questions, summarize and create the content your target buyers want to read. 4. Know your competition. Who are your biggest competitors? Decide if you’ll use articles that mention them. What about reviews or market comparisons? Will you use those? 5. Know your keywords. Use these keywords to guide your content selection. 6. Use the right tools. A curation tool like Trapit will help you more quickly and easily source content. Look for other tools that can make this process easier and more successful. 7. Show your unique point of view. You’re an expert. You have an answer for your buyers’ business challenges. Share it! 8. Write simply and plainly. 9. Stay away from overly technical jargon. 10. Set deadlines, but be flexible. Creating awesome content takes longer than you think. Set deadlines for SMEs to give you articles, for writers to write them and then leave yourself some time to review them before you put them online. 1. Prepared by FullQuota on behalf of Microsoft
  28. 28. Content DON’Ts 1. 2. 3. Don’t be boring. Don’t forget about grammar. It matters. A lot! Don’t pick a SME who travels or is just too busy to put time and effort into the project. 4. Don’t forget to schedule time with your SME each week. 5. Don’t let the SME decide what kind of content to give you. Be clear – you need at least 5 articles a week on a variety of topics. 6. Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the process. 7. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers. 8. Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is straightforward and easy for everyone to understand and use. 9. Don’t just start the process and then never critique it again. You have to continually tweak it. 10. Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and fresh. Prepared by FullQuota on behalf of Microsoft
  29. 29. 2 Optimize Your Content Prepared by FullQuota on behalf of Microsoft
  30. 30. Understand what motivates Google (as well as bing and Yahoo) Prepared by FullQuota on behalf of Microsoft
  31. 31. Prepared by FullQuota on behalf of Prepared by FullQuota on behalf of Microsoft
  32. 32. HOW? Prepared by FullQuota on behalf of Microsoft
  33. 33. Ranking Algorithm f(n) = Relevance + Authority Prepared by FullQuota on behalf of Microsoft
  34. 34. Let’s talk about relevance Relevance = On-Page SEO The process of optimizing your website and your content around your target keywords Prepared by FullQuota on behalf of Microsoft
  35. 35. Do #1: Optimize the top SEO elements. URL(s): Search engines look at URLs as the most important source of relevance. http://www. ERPforConstruction.com Headings: Search engines view H1, H2, H3 HTML tags as more important than other text on the page. Page Title & Description: Page title and description will show up when they are listed in search engine results. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  36. 36. Do #1: Optimize the top SEO elements. Image Tags: All Image Tags need to include short and simple image descriptions and links (when appropriate) to external customer sites. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  37. 37. Do #2: Choose a primary keyword for each page. 1. Start by selecting a few keywords that are relevant to the content of this page. 2. Don’t be afraid of keywords with a lower monthly search volume, especially when you’re first starting out. 3. Choose one of these keywords to be your primary keyword for this page. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  38. 38. Do #3: Incorporate your keyword into page content. 1. Use your primary keyword a few times throughout the page’s content. 2. Don’t overthink keyword density or placement; mention them naturally. 3. Try to bold the keyword at least once. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  39. 39. Do #4: Create internal links. 1. If you mention the primary keyword of this page on a second page within your site, link that keyword on the second page to this page. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software” on another website page. EX: data on the cloud Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  40. 40. 1. Don’t copy content from other websites and use it on your own site (Search engines hates this). 2. Don’t build links using unethical means (Search Engines will penalize your website). 3. Don’t focus on short term results. If it’s quick and easy – it’s probably bad! 4. Don’t stuff your pages and meta data with keywords (that is so ‘90s). 5. Don’t syndicate your content across many other sites. Prepared by FullQuota on behalf of Microsoft
  41. 41. Now let’s focus on Authority Authority = Off-Page SEO The process of getting other websites to link back to you. Prepared by FullQuota on behalf of Microsoft
  42. 42. Authority Is Determined By Inbound Links Prepared by FullQuota on behalf of Microsoft
  43. 43. Creating meaningful and relevant content is the best way to improve the authority of your website and content. Prepared by FullQuota on behalf of Microsoft
  44. 44. WHY? Prepared by FullQuota on behalf of Microsoft
  45. 45. AWESOME Content Gets Shared! 8,191 Prepared by FullQuota on behalf of Microsoft
  46. 46. SHARED content gets MORE links… Prepared by FullQuota on behalf of Microsoft
  47. 47. More AWESOME Content = More Links Prepared by FullQuota on behalf of Microsoft
  48. 48. 1. Target sites linking to your competitors. 2. Submit your site to relevant directories. 3. Add your site to local search sites. 4. Ask your contacts for a link. Prepared by FullQuota on behalf of Microsoft
  49. 49. 3 Promote Your Content Prepared by FullQuota on behalf of Microsoft
  50. 50. Your buyer have changed. Prepared by FullQuota on behalf of Microsoft 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.
  51. 51. In fact, your buyer now spends 3x as many minutes on blogs and social networks as on email. SOCIAL NETWORKS/BLOGS ONLINE GAMES EMAIL SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 PORTALS VIDEOS/MOVIES Prepared by FullQuota on behalf of Microsoft
  52. 52. 3a Pick the right channels. Prepared by FullQuota on behalf of Microsoft
  53. 53. Channel #1: Blogging Prepared by FullQuota on behalf of Microsoft
  54. 54. Prepared by FullQuota on behalf of Microsoft
  55. 55. Prepared by FullQuota on behalf of Microsoft
  56. 56. Prepared by FullQuota on behalf of Microsoft
  57. 57. Prepared by FullQuota on behalf of Microsoft
  58. 58. Prepared by FullQuota on behalf of Microsoft
  59. 59. Blog, and blog often. Prepared by FullQuota on behalf of Microsoft
  60. 60. Channel #2: LinkedIn Prepared by FullQuota on behalf of Microsoft
  61. 61. Prepared by FullQuota on behalf of Microsoft
  62. 62. Prepared by FullQuota on behalf of Microsoft
  63. 63. LinkedIn is a must for B2B marketers. Prepared by FullQuota on behalf of Microsoft
  64. 64. Channel #3: Facebook Prepared by FullQuota on behalf of Microsoft
  65. 65. Prepared by FullQuota on behalf of Microsoft
  66. 66. Prepared by FullQuota on behalf of Microsoft
  67. 67. Prepared by FullQuota on behalf of Microsoft
  68. 68. Prepared by FullQuota on behalf of Microsoft
  69. 69. Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!). Prepared by FullQuota on behalf of Microsoft
  70. 70. Channel #4: Twitter Prepared by FullQuota on behalf of Microsoft
  71. 71. SOURCE: EMARKETER, APRIL 2011 Prepared by FullQuota on behalf of Microsoft
  72. 72. Prepared by FullQuota on behalf of Microsoft
  73. 73. Prepared by FullQuota on behalf of Microsoft
  74. 74. Prepared by FullQuota on behalf of Microsoft
  75. 75. Prepared by FullQuota on behalf of Microsoft
  76. 76. Prepared by FullQuota on behalf of Microsoft
  77. 77. Twitter = influence. Start tweeting relevant, original content you want to be shared! Prepared by FullQuota on behalf of Microsoft
  78. 78. Channel #5: Paid Search Prepared by FullQuota on behalf of Microsoft
  79. 79. Paid Search is a great way to get your content found fast. Organic is still best long term! Prepared by FullQuota on behalf of Microsoft
  80. 80. Channel #6, 7, 8: Google+ Pinterest Instagram Prepared by FullQuota on behalf of Microsoft
  81. 81. 3b Participate in channels with awesome content about your target buyers and their passions. Prepared by FullQuota on behalf of Microsoft
  82. 82. DO: 1. 2. 3. Prepared by FullQuota on behalf of Microsoft
  83. 83. DON’T: 1. 2. 3. Prepared by FullQuota on behalf of Microsoft
  84. 84. 3c Make it easy to share Blogs • eBooks • Webinars • Demos • Newsletters • Everything! Prepared by FullQuota on behalf of Microsoft
  85. 85. Encourage users share content Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of
  86. 86. Encourage users share content Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of
  87. 87. Encourage users share content Prepared by FullQuota on behalf of Microsoft
  88. 88. 4 Give Great Directions Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  89. 89. Give Great Directions Create: ? • Relevant websites • Clear calls to action • Compelling offers Prepared by FullQuotaFullQuota onof Microsoft Prepared by on behalf behalf of Microsoft
  90. 90. Creating clear, relevant websites Headline Sub-Headline Benefits Primary CTA Secondary CTAs Customer Proof Success Indicators Features Content Offer Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  91. 91. Clear Calls-To-Action • Offer CTAs that provide value • Make them bigger and bolder • Consider Color – Orange, Red, and Pink • Make the CTA look clickable. • Less is more. Keep it simple and clear • Test when possible. Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  92. 92. Compelling offers… Clear Headline Description CTA Form
  93. 93. 1 Create AWESOME Content 2 Let’s recap Optimize Content 3 4 Promote Content Give Great Directions Prepared by FullQuota on behalf of Microsoft
  94. 94. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  95. 95. ALL THE WAY Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  96. 96. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com Prepared by FullQuota on behalf of Microsoft
  97. 97. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Prepared by FullQuota on behalf of Microsoft
  98. 98. Image Sources • • • • • • • • • • • • • • • • • • • • • • • • • • Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/ Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 8 - Screenshot taken by YMKM Agency, LLC Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaperimages/Stop-sign.html Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 16-18 - 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 20 - Courtesy of FullQuota Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration Slide 29 - Screenshot taken by YMKM Agency, LLC Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/ Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/ Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/

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