Social Media Boot Camp - HARDI Sales And Marketing Conference 2015
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B2B social media requires a higher-level understanding of how the search and social pieces of the digital marketing pie fit together. This session explores how search, social and content marketing can be combined to form a winning solution for manufacturers and distributors serving B2B markets.
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Social Media Boot Camp - HARDI Sales And Marketing Conference 2015
- 1. Social Media For Industrial Business Boot Camp Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder !"#$%&'()*%+,-.&/%$%.&%&')0)1"2+%'"+#$%.&)3%4$+%56$.+4)7&$"+&#$%.
- 2. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 3. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 4. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 6. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 7. Life Now and then…. Buying products and services: Then and now……
- 8. Life Now and then…. • The Internet has transformed Everything! • The way we learn • The way we socialize • The way we shop • The way we play • The way we do business!
- 9. How Products Used To Be Purchased I need a … Where do I get it? Shop Evaluate Negotiate Buy Months
- 10. … Today (In The Internet Era) I need a … Where do I get it? Shop Evaluate Negotiate Buy Online Prospect contact
- 11. • Prospects don’t call as often • They are more informed when they do call • You must place content in the path of prospects • Content must be your best sales person What does this mean to you?"
- 12. • Information relevant to their need o Do you have what I searched for? o Can you help me? • Detailed and current information • Easy and intuitive navigation • What action do I take next What Buyers Expect
- 13. • Want free information • Don’t want to be sold • Want solutions • Need to trust before doing business (or making contact) • We need to listen, share and provide value Buyer’s Perspective
- 14. … your no. 1 competitor… If Don’t Meet Expectations
- 15. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 16. Mobile & Multi-Platform Usage Image - http://www.comscore.com/
- 17. Content Consumption Image - http://www.comscore.com/
- 18. Social Media Reach Image - http://www.comscore.com/
- 21. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 22. The Right Platform & Audience Google Keyword Planner - US
- 23. The Right Platform & Audience Twitter Search
- 24. The Right Platform & Audience Advanced LinkedIn Search
- 25. The Right Platform & Audience LinkedIn Group Search
- 26. The Right Platform & Audience Facebook Search
- 27. The Right Platform & Audience Google Plus Community Search
- 28. Know Your Audience – Buyer Personas
- 29. GOAL: Keep visitors on your site, reading content and viewing pages 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 Align Website With Persona Needs
- 30. Align The Message & Make Money Daily Goal Completions
- 31. " Align Personas With All Messaging
- 32. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 33. Search-Social Relationship Image - http://www.mybloggertools.com/
- 34. Search-Social Relationship Image - http://socialmetricspro.com/
- 38. Search-Social Relationship Image - http://theconcussionblog.com/
- 39. Agenda – Part 1 ● What’s stopping companies from engaging in Social Media? ● What’s changed? o The way prospects buy o In digital marketing ● The right platforms and audience ● Search - Social Relationship ● Break
- 40. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 41. StatCounter Search Engine Market Share
- 42. Search Engine Results Page
- 43. Search Engine Results Page
- 44. Search Engine Optimization Relevance • Title tag • Keywords and description • H tags • Content • Alt tags
- 45. Credibility • Authority • Incoming links are votes of confidence • Links from related pages or sites • Some related anchor text Why Links Are Important?
- 46. General Rule of Thumb If a company can only survive (or thrive) locally… …then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers Country, State/Province, City/Town/Village, Zip/ Postal Code Local Search
- 47. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 49. ● Indexing of multimedia ● Personalized search will grow ● Apps search and indexing ● Old: SEO tactical ● New: Strategic ● It’s about being relevant Search Predictions
- 50. More ● Ranking signals ● Penalties ● Focus on user needs/intent ● HTTPS ranking boost ● Mobile-friendly ranking factor Search Predictions
- 51. SEO – The Job ● Landing page analytics ● Topic vs. keywords focus ● Content marketing ● Link earning not link building ● Skills: math, product management, copywriting, marketing development, development, research, creative, PR Search Predictions
- 52. Small Screens ! Increased Ad Spend
- 54. Social Media To Become Transactional
- 55. Organic Reach Will Decrease
- 56. Social - Mature Business Model Follow growth takes place at a much more rapid pace with advertising compared to organic activity
- 57. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 58. What’s A Brand • Build brand awareness • Showcase your expertise • Clicks vs. impressions •
- 59. Facebook Ads Page Post Link Ad – aka Newsfeed Ads Page Like Ad
- 60. Twitter Ads Promoted Tweets Promoted Accounts (Handles)
- 61. LinkedIn Ads Sponsored Ads Sponsored Updates
- 62. Become the Expert Create Accounts (Name Claim) Grow Networks Create Content Distribute Content Lead Discussion Participate In Discussion " Credibility Via Content & Social Media
- 63. Social Media Published Online Media Market Sheet White Paper Press Release Application Note Intranet/ eLiterature Conference Presentation Website Tech Paper Published Print Media Blog Post Maximize Opportunities Multi-purpose Content Engaging: • Fans • Markets • Customers LinkedIn Twitter YouTube Email Campaign Facebook
- 64. " Blogs = expert & support SEO Social Properties Distribute Prospects Interaction Branding Search Engines Website (blog) Content Rank Need
- 65. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 66. Content Marketing Image - http://internationalcreativeservices.com.au/
- 67. " Source Of Expert Content Everyday you… • Solve problems • Think • Learn • Teach How we communicate info • Email • Presentations • Proposals • Notes/records • Sales literature • Case studies • Articles • Press Releases Opportunity – Repurpose content • Blog • Video • Guest article • Email news Letter Distribute content via… • SlideShare • Twitter • FaceBook • LinkedIn • Google+ • YouTube
- 68. B2B Is Generating Content Blogs
- 69. And Sharing Content Via Social Media Active and Sharing
- 70. The Role Of Content Marketing Multiple touches to impress until prospects need you
- 71. How Do You Stand Out? The value of great content has never been lower, the importance has never been higher
- 72. Inbound Marketing Inbound marketing is advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
- 73. Content
- 74. Content
- 75. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 76. The Reality Of Selling Prospect Has A Problem No Yes WillingnessToEngage LowHigh Not Ready Time Suck Education Prime Target
- 77. Drip Marketing / Lead Nurturing Leads nurtured with targeted content produce an increase in sales opportunities of more than 20% (Source: DemandGen)
- 78. Where In The Buying Process" " …Are Your Prospects? Track activity and interests through content consumption and action
- 79. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 80. Tools
- 81. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 82. " Where To Start
- 83. ThePlan
- 84. Agenda – Part 2 ● Search engines and SEO ● Search and Social predictions ● Building your brand online ● Content marketing ● Drip Marketing/Lead Nurturing ● Tools ● Internet marketing plan ● Summary
- 85. Top 10 Takeaways 1. Adapt or get left behind 2. Power has shifted to the buyer 3. Mobile is driving change 4. Follow your audience 5. Search and social are part of the same system 6. Develop your message around buyers 7. Social Media has been monetized 8. Create then repurpose original content 9. Nurture leads – drive COS down 10. Plan, plan, plan
- 86. Thank You! Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com @EddieBluff w: 315-732-9281 x 14 • Download presentation • Free consultation & reports – visit: Site-Seeker.com/hardi