Closing the Trust Gap - Shelly Kramer, V3 Integrated Marketing CEO, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA.
Content. Why It Matters. Bill Gates, 1996, “Content is King”“Content is where I expect much of the real money will be made on the Internet ….”
What We’re Used ToTraditional Marketing = Push Messaging Display Ads Direct Mail TV + Radio Yellow Pages Cold Calling Email BlastTraditional Marketing is Interruption
Now, What the #$% is Content Marketing? Blogging Video + Podcasting Email Marketing Flickr, Instagram Social (Twitter, Facebook, LinkedIn) Case Studies, White Papers, Webinars Tumblr, Posterous, etc.And all of this is part of content marketing. And collectively, it’s called “inbound marketing.” Inbound Marketing
This? It’s Different Content Marketing = Pulling Them In It’s like spreading breadcrumbs on the Internet and hoping they’ll pick them up.Those breadcrumbs are designed to lead them “home” -- to your website, landingpage, Facebook page, etc. – wherever it is you want them to end up
Social Channels Drive Business (and Trust) But you have to feedthem. Great content is how you do that. Content is breadcrumbs.
Let’s Talk Content 27 Million Pieces of online content are shared daily 1 in 5Social media messages include links to content 60 Percent of content-sharing messages specific to an industry mention a brand or product by name
is the second largest search engine next to Google with 800 million unique users per month
• 1 hour of video is uploaded to YouTube every SECOND.• There is more video uploaded to YouTube in 1 month than the major TV networks created in 60 years• YouTube Mobile gets over 600 MILLION views a day. Traffic from mobile devices TRIPLED in 2011
• 500 Years of YouTube video is watched every DAY on Facebook• Over 700 YouTube videos are shared on Twitter each MINUTE• More than 50% of the videos on YouTube have been rated and/or include comments from the community.
Helps Customers Get to Know You. And Trust You.
Set up a YouTube Page for your Company and Create Video Content
Most desktop websites werenot designed to be viewedon the small screens ofmobile devices.Fonts can be too small,images are too small,navigation can be clunky,Flash won’t work, lengthypage loads, and the listgoes on and on.
%of businesses have never checkedthe appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
Can you seethis?Moreimportantly,can you useit?(Psst: Farm Credit, you know I heart you!)
Social MediaWhy bother? 93% of people expect companies to have a social media presence
Social Channels is where she is. Andwhere her friends are.
She’s there, too. And she goes to Facebookevery day – not a newspaper.
And this one? She’s using social mediachannels, too.
SMB’s Greatest Challenge? Finding New Customers
Tactics to find new customers 2010 2011 Website 51% 85% Search 38% 74% Video 20% 54%Source: New Study by Bredin Business Information
Tactics to find new customers 2010 2011 Coupon Offers (Groupon) - 53% Mobile - 49% Twitter 27% 50% Facebook 43% 65%Source: New Study by Bredin Business Information
Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Company Blog 63% LinkedIn 39% Facebook 67% Twitter 53% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
WHY Are We Talking About This? Seth Godin, 2008“Content marketing is all the marketing that’s left.”In the new marketing world, you can’t fake it, so you have no choice but to be real. Real = Trust
Social Media is About TrustContent marketing helps you build trust