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Search and social - Where is is all going


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The days of building a website or tweeting a few times, making a boatload of money, and retiring early are over. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?

This slide deck explores where we are now, what’s coming next, and how to prepare your company to compete in 2014 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.

Topics Cover in this session include
• B2B social media strategies that work
• NEW – How to rank in Google today
• NEW – What we can and cannot measure
• Developing an effective plan
• Getting organization buy in

Presented at MHEDA (Material Handling Equipment Distributors Association) Emerging Leaders Conference 2014 Chicago, IL.

Published in: Marketing
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Search and social - Where is is all going

  1. 1. presents Search And Social – Where Is It All Going? presented by Brian Bluff, President & Co-Founder Matthew Ford, Vice President Operations
  2. 2. What We’ll Cover… • Marketing change. • B2B social media strategies that work • How to rank in Google today • Measurement • Developing an effective plan • Getting organizational buy in • What’s next and how to get started
  3. 3. The Changing B2B Marketing Landscape
  4. 4. Convergence Of Search And Social
  5. 5. How Has Google Changed " 2009 2011 2012 2013
  6. 6. The Way We Search Has Changed Used Forklift Forklift for sale Interest Over Time 2005 2007 2008 2011 2013
  7. 7. Our Devices Have Changed MHEDA’s Mobile Traffic Jan 12 – Jun14 4.9% 16.1% 500 Sessions Vs. Time 1000
  8. 8. ID Need Search Evaluate Purchase Post Buy Eval Generate Lead Engage Propose Negotiate Win Upsell/Resell • Educate • Repurpose & distribute content • Position content search engines and social media • Strengthen brand awareness • Engage through social media and search engine • Eliminate risk, demonstrate value, simplify the decision • Customers promote your brand • Generate referrals Buying Process Selling Process Supporting Internet Marketing Strategy How Customers Buy Has Changed
  9. 9. Fish Upstream “When fly fishing, the goal is to have your bait look as real as possible. If you cast down stream and strip it up, … well fly's just don't do that. Cast up stream and let it float down, …this is what fly's do and you’ll hook one for sure.”
  10. 10. What’s A Brand • Build brand awareness • Showcase your expertise • Clicks vs. impressions •
  11. 11. Brand Awareness Via Social Media Get in front of prospects • Twitter o Promoted Tweets o Promoted Handles • LinkedIn ads o Sponsored content o Create an ad
  12. 12. Demonstrate Value Via Social Media • Prospects won’t come to you o Read your blog or PR o Watch your video • B2B prospects use social media to o News - industry, their network, general o Learn • Earn attention o Offer expertise o Don’t sell • Tweet valuable content • Participate in LinkedIn discussions
  13. 13. Why Measuring Is Important • Keeps you focused • Decisions based on facts • Accountability • Identify opportunities • Improved campaigns • Reduce cost • Increase ROI Goal Completions *** 3.8:1 – Calls:Forms
  14. 14. Measurement Problems • Tracking vanity metrics (visits, page views, time on site, etc.) • Google keyword data not available • Incomplete tracking (PDFs, Mailto, Calls) • Flawed Google Analytics set up • Failure to attribute value
  15. 15. Basic Measurement Tools • Google Analytics • Google and Bing Webmaster Tools • Insights – FB, TW, YT
  16. 16. Welcome To The Future
  17. 17. Inbound Marketing • Advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing • Earns the attention of prospects • Makes the company easy to be found • Draws customers to the website Image –
  18. 18. Create Accounts (Name Claim) Grow Become the Expert Networks Create Content Lead Discussion Participate In Discussion Distribute Content " Establish Credibility With Social Media
  19. 19. " Efficient Content Marketing Everyday you… • Solve problems • Think • Learn • Teach You communicate by • Phone • Email • Presentations • Proposals • Sales literature • Articles • Press Releases Opportunity to repurpose content • Blog • Video • Guest article • Case studies • Email news Letter Distribute content via… • SlideShare • Twitter • FaceBook • LinkedIn • Google+ • YouTube
  20. 20. Drip Marketing / Lead Nurturing • Send pre-written messages • Content offers via email marketing • User behavior triggers/dictates the sequence • Handoff better qualified leads • Lower cost to process leads • • •
  21. 21. Buyer Personas
  22. 22. Align Website With Persona Needs Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier HR Personas 7) Employee 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media GOAL: Keep visitors on your site, reading content and viewing pages
  23. 23. Personas And The Buying Process
  24. 24. Line Up the Buying and Selling Process
  25. 25. " Where To Start
  26. 26. Outline Of An internet Marketing Plan
  27. 27. Bringing It Together - A Better Approach • Develop buyer personas • Create content to fill the gap(s) • Develop Lead Nurturing Campaigns o Create content offers o Drip marketing o Lead scoring o Define marketing-to-sales handoff criteria • Track lead disposition by origination source • Adjust marketing mix based on ROI (ROAS)
  28. 28. Questions Brian Bluff President & Co-Founder Site-Seeker, Inc. @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416 Code: MHEDA Matthew Ford Vice President Operations, Partner Site-Seeker, Inc. m: 315-525-4139