Date post: | 20-Dec-2014 |
Category: |
Marketing |
Upload: | budding-culture |
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Inbound Marketing Week 2014
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Marketing has made some huge leaps in recent years.
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Marketing Has Changed Because People Have Changed
• We work more • Play harder • We’ve become more mobile • Multi-task • Keenly observe and mine data
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We’ve become a society of Seekers – searching and finding the information we are looking for.
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Every two days, we create as much information as we did from the dawn of civilization up until 2003. – Eric Schmidt, former CEO of Google
Your Marketing is Competing with ‘Everything’
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More Seekable. More Findable.
When there are millions of books, millions of songs, millions of applications, millions of everything requesting our attention – and most of it free – being found is valuable. – Kevin Kelly, Wired
6
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com7
Our Marketing Approach: Lovable Content to Ignite Shared passions.
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com8
People love getting the right information at the right time.
People love content that’s trustworthy.
People love content that heightens their enthusiasm.
People love content that meets their needs.
Start Marketing with Content People Love
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com9
8 Steps to Driving Content Marketing Success
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com10
① Think like a Media Company
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com11
① Think like a Media Company
“What would Oprah do?”
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com12
② Prioritize Inbound Marketing Tactics
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com13
Focus on marketing activities that make your business seekable.
② Prioritize Inbound Marketing Tactics
TRADITIONAL ‘OUTBOUND’ MKTG INBOUND MKTG
VS.Cold Calling
Cold Emails (SPAM) Interruptive Ads
Marketer - Centric
SEO Blogging Premium Content Customer - Centric
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com14
③ Own, Don’t Rent Your Marketing
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com15
③ Own, Don’t Rent Your Marketing
70% of blog leads come from older articles
!source: HubSpot
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Website Content: The Gift that Keeps Giving
# Of Website Pages
New Leads
Per Month
Source: HubSpot
Impact of Website Content on Inbound Leads.
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com17
④ Know Your Buyer Personas
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
④ Know Your Buyer Personas
Content to attract visitors
Content to convert leads
Content to close customers
Personas help you create the right content
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
9 Questions to Help You Define Buyer Personas
Source: HubSpot
1. What is their demographic information?
2. What is their station in life, personally? Professionally?
3. What does a day in their life look like?
4. What are their pain points (as it relates to your product or service)?
5. What are their goals in doing business with you?
6. Where do they go for information?
7. What experience are they looking for when shopping your product or service?
8. What are their most common objections to your product or service?
9. What of the above truly defines them as a prospect for your business?
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Buyer Persona Examples
Source: buyerpersonainsights.com
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑤ Treat the Purchase Funnel like a Content Funnel
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑤ Treat the Purchase Funnel like a Content Funnel
AWARENESS
INTEREST
DECISION
ACTION
Content for generating leads.
Content to capture leads’ interest and contact information.
Content to nurture leads.
Content to support closing.Content plays a role throughout the Purchase Funnel.
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com23
User Behavior
Research & Info Needs
Content Types
Key Terms
Buyer Stages Awareness
Create Content for Every Stage of the FunnelAwareness Consideration Decision
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User BehaviorHave realized and expressed symptoms of a potential problem or opportunity
Research & Info NeedsResearch focused on vendor neutral 3rd party information around identifying problems or symptoms
Content Types
Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content
Key TermsTroubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent
!
ExampleI have a sore throat, fever
and I’m achy all over. What’s wrong with me?
Buyer Stages Awareness
Create Content for Every Stage of the FunnelAwareness Consideration Decision
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com25
User BehaviorHave realized and expressed symptoms of a potential problem or opportunity
Have clearly defined and given a name to their problem or opportunity
Research & Info NeedsResearch focused on vendor neutral 3rd party information around identifying problems or symptoms
Committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity
Content Types
Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content
Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos
Key TermsTroubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent
Solution Tool Provider Device Service Software Supplier Appliance
! !"
ExampleI have a sore throat, fever
and I’m achy all over. What’s wrong with me?
Aha! I have strep throat. What are my options for relieving or
curing my symptoms?
Buyer Stages Consideration
Create Content for Every Stage of the FunnelDecisionAwareness
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com26
User BehaviorHave realized and expressed symptoms of a potential problem or opportunity
Have clearly defined and given a name to their problem or opportunity
Have defined their solution, strategy or approach
Research & Info Needs
Research focused on vendor neutral 3rd party information around identifying problems or symptoms
Committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity
Researching supporting documentation, data, benchmarks or endorsements to make or recommend a final decision
Content Types
Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content
Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos
Vendor/Product Comparisons Case Studies Trial Download Product Literature ! Live Demos
Key TermsTroubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent
Solution Tool Provider Device Service Software Supplier Appliance
Compare Pros and Cons Vs. Benchmarks Versus Review Comparison Test
! !"
!#
ExampleI have a sore throat, fever
and I’m achy all over. What’s wrong with me?
Aha! I have strep throat. What are my options for relieving or
curing my symptoms?
I can see a physician, ER, or urgent care. ER costs $$$, but it
is fast and I have insurance.
Buyer Stages Awareness Consideration Decision
Create Content for Every Stage of the Funnel
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑥ Build a Crack Team of Content Creators
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑥ Build a Crack Team of Content Creators
• Do not put the burden on 1-2 people • Potential contributors exist across your organization
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑦ Set up a Style Bank and Content Bank
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑦ Set up a Style Bank and Content Bank
• Blog posts and social media content to share on a moments notice • Style bank of design templates and ideas to keep things fresh • Share with your content team to stay inspired
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑧ Utilize a Marketing Automation Platform
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑧ Utilize a Marketing Automation Platform
• Aligns content marketing to sales efforts • Provides real time feedback on content effectiveness • Improves productivity
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
⑧ Utilize a Marketing Automation Platform
⑦ Set up a Style Bank and Content Bank
⑤ Treat the Purchase Funnel like a Content Funnel
④ Know Your Buyer Personas
③ Own, Don’t Rent Your Marketing
② Prioritize Inbound Marketing Tactics
① Think like a Media Company
⑥ Build a Crack Team of Content Creators
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Some Examples
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• Video case studies
• Targeted landing pages
• How-to guides
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• 300% INCREASE in traffic to SMB pages
• Time on site 4X LONGER than display traffic
• 1st time visitor CPM 1/5 OF DISPLAY ADS
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
• Built-in social currency
• Content-rich travel app
• YouTube comedian tie-in
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
• #100dollarday still a trending travel topic
• Affordable Japan TRAVEL MEME
• OVER 1MM organic video views
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
• PR/digital messaging integration
• SEO Optimized blog
• Segmented email campaigns
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
• Sales conversations UP 25%
• 300% INCREASE in web traffic
• Average time on site DOUBLES
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com41
“Branded content has the ability to create brand differentiation by bridging the gap between TV’s emotive power and digital media’s efficient reach.” – Forrester Research, 2013
The Moral of Our Story
| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com
Let’s Keep in Touch
!Budding Culture Inc.
384 Forest Ave. Suite 18A
Laguna Beach, CA.
949.340.5746
www.buddingculture.com
@buddingculture