Keeping Your Stories Straight:Aligning Social Media and Content
Marketing Strategies
Ardath AlbeeCEO & B2B Marketing StrategistMarketing Interactions, Inc.
@ardath421
About Ardath AlbeeClients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut
27 years of business management & marketing leadership
Author of eMarketing Strategies for the Complex Sale
Industry Speaker, Workshop Leader, Blogger
Top 50 Marketing & Sales Influencer 2012
Obsessed about helping B2B companies use eMarketing strategies & contagious content platforms to turn prospects into buyers.
Believes buyer personas are the key foundational tool for every content strategy.
www.marketinginteractions.com @ardath421
Conversation Starters73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. IDG
A Few Things About HumansNegative outweighs
Positive
Layering is the basis for Vision
Experience must match Expectation
Immediacy is driven by Reward
Engagement requires Reciprocity
Going Au Naturel
Nurturing programs are not defined by your database.
Gain Reach With “Natural Nurturing”
Blog Posts
Articles
Tweets
LinkedIn Status/Groups
Lead Database
Email for NurturingPress Release
Search
Offers for Lead Generation
Connected Conversations and Content Pathways
Get Found
Your Database Has Limits
Orchestrate Progression
Buyer clicks link in Tweet
Lands on featured article on website
Clicks link to white paper mentioned
Downloads white paper and clicks on
link to blog post
Reads blog post, subscribes and
Tweets link to post
Sees webinar on related topic
promoted in blog feed
Registers to attend webinar
Asks a great question at the end
You follow up with the answer and
conversation begins
Why Consistency CountsIt’s up to you to connect the dots for your prospects.They will not do it themselves.
Channel Consistency is Critical
3 new widgets for #collaboration in 2013
#ourcompany + link
Our SaaS #collaboration tools increase productivity by 30% - check it out + link
We just released a mobile app for secure doc
#collaboration + link
We’re the leading provider of…
Our X solution won another award!
We added 37 new customers this
month
How access to colleagues and data powers
productivity
Improve your customer satisfaction with presence
Shorten your time to revenue with project
workspaces
Twitter Website Blog
Product Focus Company Focus Customer Focus
Think “Hubs”
EmailTwitter
FacebookLinkedInGoogle+
WOM
Gain “Earned” Triggers#1 for use & influence is information supplied by a peer/colleague
Engagement Is Your Compass• Audience• Topics• Channels• Content
Use this data to inform marketing program design
Thank You!
Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.
Web: www.marketinginteractions.com Twitter: @ardath421Blog: http://marketinginteractions.typepad.com
Free Persona Toolwww.upcloseandpersona.com
www.act-on.com | @ActOnSoftware | #ActOnSW
Paige MustoSr. Manager, Public Relations & Social [email protected]@PR_Maven
www.act-on.com | @ActOnSoftware | #ActOnSW
Embracing the New Speed of Business
• Growing use and adoption of mobile & social
• Multiplication of communication channels
• Increased transparency; always-on
• Greater accessibility to customers & prospects
KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience
www.act-on.com | @ActOnSoftware | #ActOnSW
Is Agile Marketing Right for Me?
• Outgrown a static annual plan
• Experiment + variety
• Big data, analytics, & KPIs
• Individuals & interactions supersede target markets
• Collaborate and unify teams
KEY: Unified front at all touch points – continuously adjust to changing conditions
www.act-on.com | @ActOnSoftware | #ActOnSW
Metrics for Social Media’s Contribution
• Total # of leads
• Volume and share of voice
• Engagement
• Frequency of hashtag used
KEY: Many pieces of the puzzle fit together to build the bigger picture
www.act-on.com | @ActOnSoftware | #ActOnSW
Building a Calendar Workflow
KEY: Interrelated content that complements and supports your strategy
Content Marketing Calendar
Master Campaign Calendar
Social Ed Calendar
Share
www.act-on.com | @ActOnSoftware | #ActOnSW
Review
• Embracing the New Speed of Business
• Is Agile Marketing Right for Me?
• Metrics for Social Media’s Contribution
• Real World Example
• Building a Calendar Workflow