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Getting Startups Started with Effective Content Marketing & Paid Amplification
- 1. Getting Startups Startedwith Effective Content Marketing & Paid Amplification with Julie Perry of StrataBlue Strategies for Social Marketing Success for Indy SmartUps
- 2. The Marketing MixWithin this integration, marketing must do things its never done before. Market Advertising Events Promotions Public Relations Social Media Online Strategy Creative Packaging Thought Leadership
- 3. The Age ofthe Customer Digital and Social Tools + Mobile = Technology-empowered buyers… Market Advertising Events Promotions Public Relations Social Media Online Strategy Creative Packaging Thought Leadership
- 4. The Age ofthe Customer Social Media is on the front lines of your brand’s image and interaction online. Market Advertising Events Promotions Public Relations Social Media Online Strategy Creative Packaging Thought Leadership
- 5. What we’ll talkabout tonight: • Social & Digital Media Marketing Channels • The Social Marketing Sales Funnel • Inbound vs. Outbound Marketing • Converging/Converged Media • Content Marketing • Specific Social Channels: • Facebook & Facebook Ads Possibilities • Twitter • YouTube & YouTube Ads Possibilities • Google+ • LinkedIn Ads “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin
- 6. Social & DigitalMedia Marketing Channels A wide range of online, word-of-mouth platforms including: • Blogs: WordPress, Blogger = Push-Button Publishing & Content Hubs • Social networks: Facebook & Google+, Niche Networks • Professional Networking & Recruiting: LinkedIn, Indeed • Document Sharing: Slideshare, DocStoc, Scribd • Video and audio content-sharing sites: YouTube, Brightcove, iTunes, Vimeo, Instagram, Facebook, Vine Videos • Microblogs such as Twitter and Tumblr • Image-sharing sites: Instagram & Pinterest • Social Bookmarking Sites: StumbleUpon, Reddit • Location-Based Services: Foursquare, Facebook Places • Consumer ratings sites: i.e. Glassdoor & Yelp • Other Digital Objects: Infographics, Emails, Podcasts
- 7.
- 8. This Evening’s Focus Awide range of online, word-of-mouth platforms including: • Blogs: WordPress, Blogger = Push-Button Publishing & Content Hubs • Social networks: Facebook & Google+, Niche Networks • Professional Networking & Recruiting: LinkedIn, Indeed • Document Sharing: Slideshare, DocStoc, Scribd • Video and audio content-sharing sites: YouTube, Brightcove, iTunes, Vimeo, Instagram, Facebook, Vine Videos • Microblogs such as Twitter and Tumblr • Image-sharing sites: Instagram & Pinterest • Social Bookmarking Sites: StumbleUpon, Reddit • Location-Based Services: Foursquare, Facebook Places • Consumer ratings sites: i.e. Glassdoor & Yelp • Other Digital Objects: Infographics, Emails, Podcasts
- 9. Where Your TargetsAre Online We need to adjust our thinking. • The great days of random Web exploration are over. • The grand days of social interaction are here.
- 10. The State ofWeb Search Today • New Algorithm & User Interface • Blended SERPs: videos, news, places, images, and even shopping results. • Social Signals • Other Engines: Quora, Twitter, Facebook, Yahoo Answers, Pinterest, eHow, LinkedIn, YouTube, Craigslist, etc…
- 11. The Social Media Sales Funnel Exposure/Awareness Influence Engagement Action & Conversion Retention(Loyalty) Social & Digital Media Sales Funnel There are six (6) main categories of social media metrics within the social sales funnel: Advocacy
- 12. The Social Media Sales Funnel Exposure/Awareness Influence Engagement Action & Conversion Retention(Loyalty) Social & Digital Media Sales Funnel There are six (6) main categories of social media metrics within the social sales funnel: Advocacy
- 13. The Social Media Sales Funnel Exposure/Awareness Influence Engagement Action & Conversion Retention(Loyalty) Social & Digital Media Sales Funnel Get your advocates—your brand SIRENS—talking. Go for the influencers: Advocacy
- 14. Outbound Marketing (Push)Inbound Marketing (Pull) • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads & Catalogs • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations • SEO / SEM • Blogging & Content Marketing • RSS • Social Media • Social Media ―Ads‖ (both outbound & inbound) • ―Viral Videos‖ & other viral content • Media Coverage Outbound + Inbound Marketing
- 15. Integrated Marketing Outbound Marketing(Push) Inbound Marketing (Pull) • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads & Catalogs • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations • SEO / SEM • Blogging & Content Marketing • RSS • Social Media • Social Media ―Ads‖ (both outbound & inbound) • ―Viral Videos‖ & other viral content • Media Coverage *The two must weave in and out to be effective.
- 16. Translated to Convergedor Converging Media: Make it all work in sync. Owned Earned • Blogging, Website & Content Marketing • Social Media Profiles & Channels • Press Releases • Email Newsletters • Media Coverage & Product Reviews • SEO • RSS • Social Media Buzz • ―Viral Videos‖ and other viral content that creates WOM & Buzz Paid • TV/Radio Ads • Social Media ―Ads‖, Banner Ads & Paid Search. • Print Ads & Catalogs • Tradeshows & Sponsorships • Direct Mail
- 17. Content Marketing Content =Currency $
- 18. Content Marketing Content =Currency $ Give valuable content and EARN valuable customers. Share the wealth.
- 19. Content Marketing =Repurpose, Repurpose, Repurpose
- 20. Content Marketing –(Currency) • Use a blog. Post one significant piece of ―link bait‖ per week. More if possible. • Photos and images count as content – and you need them to grab attention. • Talk about the problem, not just about your solution. (Unless it’s a case study.) • Pay attention to all stages of the social sales funnel. • Find the communities where the influencers are talking. Find your SIRENS! • Make content that includes other people (influencers). Make sure they know (Twitter).
- 21. Content Marketing –(Currency) • Establish credibility ahead of time by taking part in specific forums. • Find people who are early adopters so you can take advantage of their input in developing the product. • If using a blog to distribute content, make sure your sharing buttons include context. • Collect email addresses at multiple touchpoints. • No matter how successful your content strategy is, without paid organic amplification, you’re leaving substantial money on the table.
- 22. Paid Social Amplification(Social Ads) (You’ve gotta PUSH to PULL.) • YouTube Ads (Google AdWords for Video) • Target relevant videos and audiences with skippable, pre-roll video “commercials”. • Facebook Ads • Display Ads, Promoted Posts, and Offers. • Target the fans of similar pages. Don’t just “Boost”! • Twitter Ads • Present promoted tweets. • Twitter "cards" that contain special offers and coupons. • LinkedIn Ads • Run standard Display Ads. • Sponsor a status update from your Company Page. • Pinterest Ads – Coming Soon!
- 23. Facebook Your prospects arehere – even if they’re not. (Word-of-Mouth ―seeds‖ are planted on Facebook.)
- 24. Facebook Strategies Promote content(currency) & campaign initiatives on Facebook. 1. Implement a content strategy to grow Likes, increase engagement, drive traffic, build loyalty and reduce attrition. • Post compelling messages & eye-catching visuals for mass audience appeal & sharability. 2. Run contests & promotions. 3. Add Facebook badges and Like buttons to your own website, blog or even email. 4. Use Facebook Ads to drive awareness, website traffic, email sign-ups and to promote various content marketing campaigns. • Target custom audiences and have a clear CTA!
- 25. Facebook Advertising Facebook Advertisingis the greatest opportunity in online marketing right now, bar none. • Potential profit is easily 2-3x better than AdWords and SEM. • Use for ―Like‖ acquisition and direct, offsite linking. • Display Ads AND Promoted Posts • Promote valuable content and really earn those likes.
- 26. Facebook Advertising cont. PromotedPosts: • Show up IN the newsfeed and drive traffic. • “Like” Acquisition is a side-benefit. • Expand reach. (Stagger Likes w/ Content.) • Can help improve EdgeRank to assist future “organic” efforts. • Run Facebook Offers in newsfeed: users can claim and share with their friends.
- 27. Facebook Advertising Target CustomAudiences • Target existing fan and community pages. Even publications, other brands and your competitors! • Target audiences defined by: • Precise or broad likes and interests • Behaviors (new) • Email Addresses (use Power Editor) • Facebook user ID • Facebook APP user ID • Phone number • Location (even exclude locations) • Age & Gender • Education • Connections
- 28. Twitter Strategies toHave in Place • Twitter Content Strategy • Twitter Follower Acquisition Strategy • Engagement Strategy • Listening: Monitor online conversations, keywords, and competitors for opportunities to engage & expand online reach (mid-funnel) • Engaging: Initiate and nurture online relationships with influencers, customers, and other brand advocates (mid funnel)
- 29. Twitter Tips: • FavoriteTweets: Favorite tweets that you like (the person who tweeted it will be notified).
- 30. Favorite Tweets Getsomeone’s attention or show gratitude.
- 31.
- 32. Twitter Tips: • FavoriteTweets: Favorite tweets that you like (the person who tweeted it will be notified). • Twitter Lists • Add people to Twitter lists that compliment their expertise in given areas. • Get on people’s radar. • Build lists to promote as a resource for others.
- 33.
- 37. Use Tweetdeck (orHootSuite)
- 38. Twitter Tips: • FavoriteTweets: Favorite tweets that you like (the person who tweeted it will be notified) • Twitter Lists • Add people to Twitter lists that compliment their expertise in given areas. • Get on people’s radar. • Build lists to promote as a resource for others. • Julie’s Twitter Golden Rule
- 39. Twitter Tips: • FavoriteTweets: Favorite tweets that you like (the person who tweeted it will be notified) • Twitter Lists • Add people to Twitter lists that compliment their expertise in given areas. • Get on people’s radar. • Build lists to promote as a resource for others. • Julie’s Twitter Golden Rule (RT, Favorite, Lists, Interaction) ―Make someone feel important, and they, in turn, make YOU important.‖
- 40. Twitter Tips: • FavoriteTweets: Favorite tweets that you like (the person who tweeted it will be notified) • Twitter Lists • Add people to Twitter lists that compliment their expertise in given areas. • Get on people’s radar. • Build lists to promote as a resource for others. • Julie’s Twitter Golden Rule • Never RT without a comment in front.
- 42. • Over 1billion users visit YouTube each month. • 4 Billion page views a day, adding up to 1,000,000,000,000 views a year. • Mobile Access (40%!) & Home TV Access • #2 Search Engine in the World • YouTube IS a Social Network. • New Frontier of Advertising: Precisely target audiences • Connectability. Accessibility. Sharability. Why YouMust YouTube (over Vimeo)
- 43. Video Content Tips •Length (keep it short, 1-3 minutes in length) • Encourage channel subscribers. • Don’t allow YouTube’s Ads on your videos. • Variety: Create clips at varying lengths for different types of promotion. • Create videos at :31 – :40 seconds to use as TrueView pre-roll ad content. (Skippable.) • Audio quality is crucial. Don’t skimp! • Intros for branding. Extros for connecting. • Did you include a call to action? You must!
- 44. YouTube In-Stream Ads. •TrueView In-Stream Ads are skippable after five seconds. • Advertisers are not charged until the video reaches 0:30 seconds. • Gain thousands of impressions without paying a dime! Get a banner ad, too
- 45. YouTube In-Stream Ads. •Target user interests AND content. • Shows ads on specific content (managed placements): Video & channel placements. • Specify content keywords that will help match your ads to video content. Get a banner ad, too
- 46. Profiting with Google+ •Plays major role in SEO. G+ is the evolution of search. • Mandatory for Gmail users & YouTube comments. • Set up a G+ Page and have everyone on your team Plus 1 every post. • Cool features—hangouts as an example. Gather industry leaders for topical discussions. (Then repurpose to video!) • Use Hashtags based on topics. • Claim ownership of your content with Google Authorship.
- 47. A Google+ CompanyPage: Post the same way you do on Facebook.
- 49. Google Authorship If youwant your authorship information to appear in search results for the content you create: • You'll need a Google+ Profile with a recognizable headshot • Verify authorship of your content by associating it with your profile: • You are a well known writer for a popular site. • An email address to Google with the same domain as the search result URL.
- 50. LinkedIn Ads Professional networkingfor you AND your company.
- 51. Have you noticedLinkedIn now allows Sponsored Status Updates from Company Pages (just like Promoted Posts on Facebook)? Use this!
- 52. Use an arrayof targeting options like job title, industry, or geography allows you to focus your ads towards the people you want to see them. Targeting options also include demographics.
- 53. We Help Successful Companies Grow Identify,nurture, engage and CONVERT prospects into customers. Amplify the power of your reputation & customer goodwill. We help successful businesses execute proven strategies through social media, digital marketing, and analytics. Digital Marketing Strategies Social Media Management Website Design Website Optimization Marketing Automation Competitive Analysis Customer Relationship Management E-Commerce Cloud Technologies System Integration Data Mining Custom Analytics Business Process Improvement Management Consulting
- 54. Thanks for yourtime. LinkedIn: www.linkedin.com/in/julieperry Twitter: @JuliePerry Email: julie.perry@stratablue.com Tel: 317.332.1075 Book Website: www.WorkOnAYacht.com
Editor's Notes
- #2 No need to take notes, I’ll send the slides.
- #3 Increased expectations on the marketing dept. Marketing input and data has had a greater influence on corporate strategy. HR, Customer Service, IT Collaborations, Executive Management Collaborations, even Innovation/R+D. Digital and social elements play a massive role in all these touchpoints.
- #4 Marketers have become architects of the customer experience. Social touches everything.
- #5 Not to mention social media now being on the front lines of your brand. How to face outward. Integrated programs
- #6 Darwin published his theory of evolution with compelling evidence in his 1859 book On the Origin of Species,
- #7 An overwhelming number of platforms out there. People always ask about the numbers. How many times? Etc.
- #8 But social media marketing is not a science. Sure we look at numbers to measure impact, but deciding when to use which paint brush and what colors is like deciding which tools to use and when. You’re painting a perception of your brand, and the customers are more in control of your artistic direction.
- #9 Focus.
- #10 People know how to find what they want on the Web. Facebook has totally disrupted Google & BingHoo and mainstream media distribution.The great days of random Web exploration are over. The grand days of social interaction are here. Bing now ahead of Yahoo. Bing is at 10%. Google now at 70% with 2.6
- #11 Don’t spend a lot on SEO anymore. And people don’t rely just on general search engines anymore to find what they are looking forTransition to Other Traffic Sources & Social Media
- #12 How to face outward (stewarding the brand as always – only across numerous channels, where conversations happen all the time without you); manage influencer communities; not just the creative center anymore, marketing teams are determining how to meet customer needs. Use content to create interaction and dialog to leverage customer loyalty to your advantage.
- #13 Flip this funnel. Find your advocates, social sirens, early adopters first.Suzie Reider – Director of Media Solutions at YouTube
- #14 Get your advocates, Your brand SIRENS. Go for the influencers.
- #15 Outbound vs Inbound
- #16 Integrate outbound and inbound to be effective.
- #17 How this translates to Converged Media.
- #18 Start with the content. Your currency. Content resides on owned or earned media. Second, content marketing is a pull, rather than a push, strategy. Content doesn't interrupt, it attracts.
- #19 Give value and spread the wealth. Get your sirens to spread it for you some more. “Give good Facebook.”
- #20 Content doesn't interrupt, it attracts. Repurpose to get more out there. ISYOT EffectWebinar or Google Hangout – record, upload as a podcast. Or do a podcast, put some visuals to it to make it a video. Upload the presentation to SlideShare. Transcribe it and make it a white paper, or just a transcript.
- #25 Post compelling messages & eye-catching visuals for mass audience appeal and sharability.
- #26 Recommend Killer Facebook Ads by Marty Weintraub – 2011.
- #40 Give good Twitter
- #44 Time on the video is now the #1 factor in for determining search ranks and video recommendations based on relevancy.
- #45 SKIPPABLE
- #46 Class Rock Society! And ReMarket.