© 2013 Skyword Inc, Confiden5al. All rights reserved.
Engage B2B Buyers On LinkedIn with New Content Marke5ng Strategies
August 2013
Koka Sexton Senior Manager, Social Marke5ng LinkedIn @kokasexton Andrea Wasik Director, Digital Marke5ng Skyword Inc. @andrea_wasik Your Moderator Tricia Travaline VP of Marke5ng Skyword Inc.
2 #Skyword
Today’s Presenters
Who is Skyword
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Technology Framework
Content Strategy
Content Creators Editorial
The Four Pillars of Successful Content
#Skyword
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Our Clients and Partners
Brands and Media Companies Agencies
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Today's agenda
1 Why content is a "must have" for B2B marketers
Framework for B2B content strategy
4 ac5ons to become a social media pro
Applying ac5on plan to LinkedIn
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4 #Skyword
Search and Social: Gateways to Buyers
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115 BILLION
GLOBAL SEARCHES every month on Google Search
36 BILLION
SOCIAL SHARES every month in the US
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#Skyword
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Why Content is a Must Have
Source: Forrester Research, January 12, 2012
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60% of B2B buying decisions are complete before engaging with a sales person
70% of the content B2B buyers read or study before making a purchase, they find on their own
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Changing Buyer's Journey
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Integrated Content and Social Strategy
Content Strategy Social Ampli!cation
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Top Digital Priori5es of CMOs
Source: IBM Global Chief Marke5ng Officer Study
56% Use Social Media as Key Engagement Channel
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Andrea Wasik Director, Digital Marke5ng Skyword, Inc. @andrea_wasik
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#Skyword
© 2013 Skyword Inc, Confiden5al. All rights reserved.
Social Media Content Strategy – The Process
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Process Understand your audience
Select themes and topics
Determine content formats
Measure and analyze
Plan and execute
Establish publication frequency
Identify distribution channels
Content Strategy Process
Understand Your Audience
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Persona A
Early research phase - has not yet identi!ed brands
Generic, non-‐brand terms
Persona B
Considering and evaluating solutions
Industry accepted terms, brand terms
Understand Your Audience
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What kind of content should I create?
ACCORDING TO FORRESTER RESEARCH,
One clear reason for the ineffec=veness of most B2B content in the awareness phase is that it tends to be wri?en for the buyer personas in the lead nurturing phase and not the user personas who are doing that ini=al discovery work on a business problem1.
1Forrester Research, 2013 report “B2B Marketers Prefer to Create Their Own Content Mostly for Lead Nurturing”
“ “
Topic Selec5on
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Now that you know who you are trying to aJract, do some “lurking” on social networks.
• What are their “pain points”? • What kinds of ques5ons are
they asking, for example, in LinkedIn groups?
• What words do they use to describe their business issues?
• Are there terms specific to seasonality?
Generic Term Brand Term
“supply chain management”
“XYZ Co. ERP System”
“truck parts”
“commercial transporta5on components”
Topic Selec5on
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Perform keyword search volume research to determine most valuable terms: • Google AdWords Keyword Tool (free) • Bing Keyword Research Tool (free) • Moz.com (subscription) • Keywordspy.com (subscription)
Generic Term
Monthly US Search Volume
Brand Term
Monthly US Search Volume
“supply chain management”
22,200 “XYZ Co. ERP System”
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“truck parts”
22,000 “commercial transporta5on components”
0
Format: Snackable & Valuable
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Format for Intended Channel
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Tag content using the language that is used by the searcher in the discovery phase (based on your research)
TwiJer: 140 characters, can include an image LinkedIn: 600 characters, can include an image or files Facebook: 64,206 characters, can include images Google+: 100,000 characters, can include images YouTube: Video Pinterest: Image & short descrip5on
Publica5on Frequency
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How much content is enough?
The short answer is, it is never enough! But don’t just create for the sake of crea5ng; be smart about it. Most buyers have already researched a product or service thoroughly before your sales team ever talks to them.
Geqng it out there
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Iden]fying the right distribu]on channels
Once you start crea5ng content, make it available in the places your poten5al customers are already looking.
2 Forrester Research, 2013
81% of B2B decision makers use communi=es and blogs2
74% of B2B decision makers use LinkedIn2
Blog pos5ng
Webinar
Email Campaign
LinkedIn slide presenta5on
Plan & Execute: The Content Crea5on Process
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Recruit Research Review Publish Promote Measure
Build social media distribu5on into your content distribu5on process
Crea]on & Publica]on Process Get the most out of your content crea5on efforts by genera5ng formats for mul5ple distribu5on plasorms.
Create & Op5mize
REPORT
Example of Formaqng for Mul5ple Plasorms
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Blog Pos5ng
Formaqng for Mul5ple Plasorms
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LinkedIn Update
Tweet Email Campaign
Video Interview
Formaqng for Mul5ple Plasorms
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Another Example of Formaqng for Mul5ple Social Media Plasorms
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Report
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Digital Agency of the Future | Sharable
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Stumbleupon
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Digital Agency of the Future | Sharable
LinkedIn Sponsored Update
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Email Newslever
Email Newslever
Content Calendar: Editorial Planning & Execu5on
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Measurement and Op5miza5on
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Analyze & adjust
Google Analy5cs Social Repor5ng
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Social Influences Search Results
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Consumer Goods Enterprise
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Koka Sexton Sr. Social Marke5ng Manager
Building Your B2B Brand Through LinkedIn: Best Prac=ces For Amplifying Lead Genera=on & Engagement Strategy
#Skyword #Skyword
Becoming a Social Marke5ng Pro
4 Ac5ons to Becoming a Social Marke5ng Pro
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Developing a Reputa]on: Building a strong online reputa5on that showcases your experience and increases your credibility
Gathering Intelligence: Researching social informa5on to prepare for sales conversa5ons
Building your Network: Developing rela5onships with people who can share informa5on and provide referrals
Offering Insights: Providing meaningful insights that earn opportuni5es to engage with and influence contacts
1. Be DISCOVERED
3. Let them ENGAGE
2. Let them EXPLORE
4. Create ADVOCATES
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Customer Purchase Decision Timeline
Customer due diligence begins
Contacts !rst contact with vendor
Customer purchase decision
Throughout this 5meline buyers have decided on their specific needs leaving vendors to compete on price.
LinkedIn Confidential ©2013 All Rights Reserved 39
Status Updates Content Led
Precision Targeting Expanded Reach
1. Be Discovered
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LinkedIn Confidential ©2013 All Rights Reserved 41
Company Page Social Exploration Company Updates
2. Let Them Explore
LinkedIn Confidential ©2013 All Rights Reserved 42
SlideShare Channel
2. Let Them Explore
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2. Let Them Explore
LinkedIn Groups
Followers of a company on LinkedIn are 2x more likely to purchase and recommend
2X
Lead Generation Display Ads
Status Updates
3. Let Them Engage
LinkedIn Confidential ©2013 All Rights Reserved
SlideShare Ads
3. Let Them Engage
Company Followers Generate Revenue
50 % of members are more likely
to purchase from a company they engage with on
48 48 48 LinkedIn Confidential ©2013 All Rights Reserved
Followers Recommendations
HP Followers are 1.5 times more likely to consider HP products and services and
2 times more likely to recommend HP than non-
HP followers
4. Create Advocates
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Building Your B2B Brand Using LinkedIn
• Buyers are in control • Be discoverable • Give your customers a place to explore • Give your customers an opportunity to engage
#Skyword
50 © 2013 Skyword Inc, Confiden5al. All rights reserved.
Key Takeaways
1 Know your audience
Build and amplify
Let them explore
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4 Let them engage
For More Informa5on
• Contact Koka Sexton, LinkedIn – @kokasexton
• Request a Skyword for Brands demonstra5on – Email us at [email protected]
• Contact us at 855-‐SKYWORD (855-‐759-‐9673)
• Keep up to date on news from Skyword! – LinkedIn Groups – Look for Skyword – Blog at hvp://www.skyword.com/blog/ – Facebook at hvp://www.facebook.com/skyword – Twiver @skyword