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From Student to Prospect: How Educa5onal Content Qualifies, Nurtures, and Mo5vates Leads
Presented by: Sylvia Montgomery, CPSM
Sylvia Montgomery, CPSM Senior Partner, Hinge Marke9ng [email protected] Connect with me on LinkedIn: in/sylviamontgomery Follow Me on TwiCer: @BrandStrong
Available at: www.hingemarke5ng.com/library
Content Marke5ng Guide for Professional Services Firms
Today’s Presenter
Agenda
• Today’s reality
• Case for content marke9ng
• Content marke9ng vehicles
• Deconstruc9ng content marke9ng: Fosdick & Hilmer
• Engaging & building trust through content
• The role of offers, analy9cs and social media
• Wrap-‐up and ques9ons
FACTS: Firms that generate at least 40% of their leads online grow 4x faster
*** Firms that generate at least 60% of their leads online
are 2x as profitable
GROW 4X FASTER
CASE FOR CONTENT MARKETING
7
Increasingly, companies rely on informa2on they find online.
Today, the way people find and vet professional services firms is changing.
People who buy professional services go online
to educate themselves before they buy.
When they discover a source of valuable educa9onal content they come back again and again.
They begin to trust the firm that produced it.
And when they are ready to buy, people will
prefer the firm they already know and trust.
In short, if you’re not online,
you aren’t where your clients are.
Content Marke5ng:
Producing and distribuDng material that is valuable and interesDng to your target audience.
• It’s not easy.
• It takes 9me to build up a stock of valuable content.
• You have to keep at it.
• Compe99on is increasing.
14
The Case for Content Marke5ng
• It demonstrates exper9se.
• It lets prospects understand your thinking and approach.
• Search engines love content.
• It helps qualify and nurture leads and build your brand.
• It’s less expensive than tradi9onal outbound marke9ng.
• It works around the clock and around the globe.
• Online leads from content drive growth and profitability.
Buyers’ top selec5on criteria
And online marke9ng is an ideal way
to let the world know how good you really are.
CONTENT MARKETING VEHICLES
18
Open Access
Minimal Registration
Registration and
Deeper Interaction
Blog posts Newsletters Webinars
Articles Whitepapers Speaking engagements
Videos Research studies Free consultations
Infographics Books and guides
SlideShare presentations
Content Marke5ng Vehicles
The Most Effec5ve Content Marke5ng Tools
DECONSTRUCTING CONTENT MARKETING: FOSDICK & HILMER
21
1. Started with keyword research: Combined Heat and Power was the
technical term referenced by staff
• Cogenera5on was a beCer online word – greater traffic online, achievable authority and not as much content out there. – Cogenera9on reliability 48 (difficulty) – Benefits of combined heat and power 48 – Economic benefits of cogenera9on 46 – Waste heat recovery 52 – Waste heat u9liza9on 52 – CHP efficiency improvements 44
2. DraZed content, in the form of a guide.
Fosdick & Hilmer’s first guide consisted of 5 sec9ons and was 9tled, “The Guide to CogeneraDon Plant Solu2ons”. The five sec9ons included were: – How Does a Cogenera5on Plant Work? – Why Combined Heat and Power Lowers Costs for Facili9es – The Cogenera5on Plant as Sustainable Hea5ng Solu9on – How Cogenera5on Enhances System Reliability – Weighing the Benefits of Combined Heat and Power
Content Offer
Conversion Form
3. Repurposed parts of the guide content into blog posts.
CONTENT MARKETING TOPIC GENERATORS
28
• What are the services you want to grow?
• Which services produce the best results?
• Where do you have a compe99ve advantage?
• Which services have the best financial profile?
Iden5fy the Issues Your Firm Can Address
Iden5fy the Primary Issues of Clients and Prospects
Do your research:
• You don’t know clients and prospects as well as you think.
• Current clients may not be representa9ve of the market.
• Research-‐driven facts help shape staff behavior.
• Market research can illuminate which services you should offer and how
and when to offer them.
Iden5fy the Primary Issues of Clients and Prospects
Do your research:
• Consult sales and account teams to learn what ques9ons and objec9ons
they get regularly.
• Ask your followers.
• Iden9fy implementa9on, strategic, measurement, socio-‐economic shigs,
and legal issues (jurisdic9onal regula9ons, federal laws, etc.)
Iden5fy the Primary Issues of Clients and Prospects
Look to the media:
• Learn about trends from tradeshows and conferences
• See what’s trending in the news and on social media
• Look to your compe9tors
FreemanWhite
Iden5fy the Primary Issues of Clients and Prospects
Iden2fy high-‐performing exis2ng content:
• What exis9ng content has generated the most traffic?
• What exis9ng content has been shared most on social media?
• How can you repurpose that popular content?
DeloiCe Financial Advisory Services began to ask: “What changes are coming to healthcare in the US?” 2014's topics included such hot topics as Big Data, Opera9onal Efficiencies, Hospital Mergers and Cost Reduc9on Strategies.
An Unexpected Partnership: Array Architects and Deloi]e
Look for the Overlap
What Topics are Relevant to Those Issues?
• The services you want to grow:
• Engineering services for universi9es and hospitals
• The issue that clients have:
• Independently operated heat and power systems are not cost
effec9ve, reliable, or sustainable
• Relevant topics (keywords) around the issue:
• Cogenera9on
• Combined heat and power
Determine Appropriate Content Types for the Topics
• Stock content: Long-‐las9ng content with true value
• Research studies
• eBooks
• Guides
• Flow content: Everyday content meant for community-‐type conversa9on
• Blog posts
• Tweets
Gensler Workplace Survey
• This was the 5th study on this topic.
• It posi9ons Gensler as an expert and can help drive conversa9ons with prospects in their target audiences.
• It provides ac9onable points for any client to take – independent of Gensler (“giving stuff away”).
• It has “legs” and connects to many other pieces of content produced by Gensler.
Validate Your Content Topics
• Small-‐scale implementa9on with content topics
• Use topics as discussions in industry forums and LinkedIn groups
• Write sample posts on the topics
• Do presenta9ons on the topics
• Track your results
• Make the calendar a shareable resource for all team members.
• Schedule out content marke9ng ac9vity in advanced so you can:
• Build content around important dates and key events
• Uncover any gaps in your content marke9ng plan
• Allow sufficient 9me to prepare and publish content
• For each type of content, determine the best:
• Frequency
• Time of day
• Day of the week
Build Out a Content Calendar
• Poten9al things to include for each piece of content:
• Title and descrip9on
• Status
• Publica9on date
• Type of content
• Team members involved
• Promo9onal ac9vi9es
• Keywords
• Metrics
Build Out a Content Calendar
ENGAGING & BUILDING TRUST THROUGH CONTENT
45
10 Tips for Be]er Marke5ng Content
1. Make your content useful and prac9cal.
2. Write to a real person.
3. Your reader is in the 5th grade.
4. The 9tle is the most important part of your content.
5. Make it easy to scan.
6. No sales pitches.
7. Always offer a next step.
8. Tell a story.
9. Be specific.
10. Add personality.
46
5 Blunders to Avoid
1. The right content in the wrong place.
2. Too much detail.
3. Superficial blather.
4. Focus on the right problem.
5. Don’t be self serving.
47
Real World Example: Fosdick & Hilmer Newsle]er Subscrip5on
Wri5ng isn’t enough. You need to get out the word, too.
Build high-‐quality external links to each piece.
Find ar9cle and blogging opportuni9es to improve your visibility.
Promote your content on LinkedIn and TwiCer.
Tradi5onal PR tac5cs have a place online • Breaking Energy (domain of 67) -‐-‐ Breaking Energy provides access to
news, analysis, thought leadership, reference materials and discussions about the day’s most important energy market trends.
• Sharing on Social Media -‐-‐ Wondering how a Cogenera9on Plant works? Check out our newest blog post to learn more! [bit.ly/3a98s]
LEVERAGING YOUR RESOURCES
53
• Who will develop the content marke9ng strategy?
• Who will conduct research on prospects and clients?
• Who will develop website func9onality for content?
• Who will write the content?
• Who will promote the content?
• Who will analyze the results of your content?
Organizing Resources for Content Implementa5on:
THE ROLE OF OFFERS, ANALYTICS AND SOCIAL MEDIA
58
Incorporate Offers Into Your Content
• Once you get visitors to your website, they need to convert.
• Offer strategies typically revolve around increasing engagement and
building trust.
• Offers need to be tailored to the audience.
• Forms and how many fields you will request visitors to fill out.
Track How Your Content is Performing
• Track what is happening on your website.
• How are visitors finding you?
• What content pieces are visitors downloading?
• What are visitors doing while on the website?
Fosdick & Hilmer’s Analy5cs
Track How Your Content is Performing
• Key metrics to track
• Overall website traffic and traffic by source
• Overall conversion rates and and conversions by source
• Number of downloads for each piece of content
• Total number of keywords genera9ng traffic
• Keyword clusters
Google Analy5cs: • Unique Visits • Time on Site
• Pages per Visit • Bounce Rate
• Goal Conversions
• Leads • Number of Clients
• Sales
Fosdick & Hilmer’s Analy5cs
The Content Marke5ng Engine
Online Marke5ng for Professional Services
Available at: www.hingemarke5ng.com/library
Content Marke5ng Guide for Professional Services Firms
Inside the Buyer’s Brain
Brand Building Guide for Professional Services Firms
Free Resources
Connect with Hinge
www.hingemarke9ng.com/blog
www.twiCer.com/HingeMarke9ng
www.facebook.com/HingeMarke9ng
www.linkedin.com/companies/Hinge
www.hingemarke5ng.com 703.391.8870
Sylvia Montgomery Senior Partner, Hinge Marke9ng [email protected] Connect with me on LinkedIn: In/sylviamontgomery Connect on TwiCer: @BrandStrong
Thank you! Ques5ons?