Western Region User Conference

October 8, 2013

PRESENTED BY:

SCOTT ALBRO , TOPO

MARTIN LAETSCH, DIR OF ONLINE MKTG

PAIGE MUSTO, DIR OF COMMUNICATIONS

RAPID FIRE SESSION

ATTRACT

Agenda

• What is “Attract”?

• 3 Core Components of ATTRACT

– Content

– SEO

– Social

• Q&A and Wrap Up

What is ATTRACT?

CONTENT

Why is content marketing so important?

of buyers view 4 or more pieces of content when

making a considered purchase

70%

71% of buyers trust brands that provide useful info

without trying to sell something

Because the buyer says so…

more leads generated by B2B companies that

create content

67%

But Content Marketing is Hard

How can marketing create great content at

scale with limited budget?

1 Producing high quality content 41%

2 Producing enough content 20%

3 Budget to produce content 18%

Top three content marketing challenges…

Three best practices

Make content part of the buying experience

that you deliver to buyers

Use a 10 point checklist to determine whether

you’re creating remarkable content

Copy the publishing industry – use a simple

content marketing framework

Map content to the buying

experience

Buyer

Stage

Buyer

Activity

Status Quo Understand

Requirements/ Options

Engage Vendor(s) Identify

Problem/Opportu

nity

Make

Decision/Purchase

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upport

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endor

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decid

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usto

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Play Provide primary contact with champion content that allows contact to

guide, influence, and dictate internal meeting

1

Inte

rnal

me

eti

ng

on

fin

al

de

cis

ion

Details Champion content is a toolkit that provides buyers with short preso, talking

points, and due diligence checklist to show all work that’s been done as

part of eval

Why CEO will make final decision, but has not been engaged thus far – need to

arm primary contact with tools to get CEO over finish line

Owner Marketing owns creation of content; inside sales owns delivery/training

Champion

Content

Play

27

Create remarkable content

1 Helpful – Does it help solve

problems (“always be helping” is the

new “always be closing”)?

2 Relevant – Can the target audience

relate to your content?

3 Interruptive – Is there a captivating

element that grabs and sustains

attention?

4 Entertaining – Is there a novel or

enjoyable aspect that is well-

conceived?

5 Shareable – Would an influencer

want to forward it, or post it? Can

they do so easily?

6 Targeted – Is the content targeted

to a specific type of customer and

mapped to the customer journey?

7 Versatile – Can it be leveraged

across a variety of online and offline

media channels?

8 Crowdsourced – Does it involve

customers or partners in the spirit of

cooperation?

9 Efficient – Is your content easy to

access and, more importantly, easy

to consume?

10 Integrated – Does it fit with your

existing or upcoming marketing

pieces?

The 10 attributes of remarkable content

Use a simple framework

Get other people such as customers to

create content for you

Copy the publishing industry – create

once, publish many

Distribute content to buyers when and

where they are

Repeat what works and refine what

doesn’t

Only publish content that supports the

buying experience PLAN

CREATE

PUBLISH

DISTRIBUTE

ANALYZE

PRESENTED BY:

MARTIN LAESTCH, DIR OF ONLINE MKTG

SEO

What is Search Engine Marketing?

Putting content in front of people who

OVERTLY AND EXPLICITLY

express a desire, via keywords,

for a particular PRODUCT, SERVICE

OR PIECE OF INFORMATION.

What is Search Engine Optimization?

• The process of making a site and its content highly

relevant for both search engines and

searchers.

• Successful search marketing helps a site gain top

positioning for relevant words and phrases.

Did you know?

100 Billion searches each month

Over 82% of all product research begins with a web search 1

Inbound leads have an

8x greater likelihood of closing compared to other leads 2

Sources: McKinsey & Company, Pew Research

Make Your SERP Compelling

• Optimize the search results listing

• Crafted from the Title and Description

• It doesn’t matter how high you rank if

nobody clicks on your listing

SERP Preview

Don’t Ignore the Long Tail

• Higher conversion rates and better quality traffic

• Long tail keywords are less competitive

• Long tail search helps you rank for difficult terms.

• 70% of search traffic is from long tail search terms

Keyword Selection

Understand Your Leads

• Learn what products and services leads are interested in

• Talk to your leads using their language

• Discover where leads are in the buying cycle

• Segment your lists based on keywords

Understand Your Leads

SOCIAL

Did you know?

Why Social Matters

IMAGE OF WORD OF MOUTH OR DIAGRAM

Social Drives Sales

How to Use Social Media to Drive Leads

Surveys

eBooks

Contests/Giv

eaways

Webinars

Promote Across Multiple Channels

Twitter Lead Gen

Cards

LinkedIn

Ad

Promoted Tweet

in Timeline

Promoted Tweet

in Search

Promoted FB

Post

Listen, Engage & Be Resourceful

Incorporate conversations into

your social strategy. Think C&C --

Conversations & Campaigns!

Remember: Your prospect is

using social media to discover,

not to be sold.

Be a resource for those

interested in your

product/service.

Wrap Up

• Q & A

• Subscribe to Marketing Action Blog

• Check out our eBooks/Whitepapers http://www.act-on.com/resources/whitepapers/

• Got questions? Come see us in the Genius Lounge

PRESENTED BY: ACT-ON EMPLOYEE

RAPID FIRE SESSION

ATTRACT