1. Using Content and Social Media
to Market Your Business
Driving Engagement, Leads,
and Business Results

2. Marketing Objectives
What are you trying to
accomplish?
• Generate inbound traffic to
increase exposure
• Inform, educate, and entertain
visitors to get them to share your
content and keep them coming
back
• Capture leads that create new
opportunities for sales
• Prove the validity of your solutions
to shorten sales cycles and close
more deals

3. What Do Visitors Want?
• Fresh premium content
– Solutions – how can you solve their problems
– Education
– Entertainment
– Video (getting consumed at a massive rate!)
• Deals & free stuff
• Easy navigation
• Social media integration (share, like, etc.)

4. Where Do Visitors Come From?
• Direct referrals – visit our website!
• Press / PR
• Search engines
• Social media (viral!)
• Mobile (search engines,
tradeshows, events, etc.)

5. Who Do You Want to View Your Assets?
• Specific vertical markets
– retail, CPG
– automotive, direct sales, others?
• Business functions
– Marketing
– Operations
– Purchasing
– eCommerce
– Others?
• Roles
– C-level
– Directors
– Mid-level managers
– Staff personnel

6. What Online Assets Do You Already Have?
• Company website
• Company blog
• Company LinkedIn page
– Employee LinkedIn pages
• Company Facebook page
– Employee Facebook pages
• Other social media pages (Twitter, Pinterest, etc.)
• YouTube Channel
• Need Google+ for all ASAP!
– Google is promoting Google+ content in search
rankings

7. Content Marketing + Social Media
The most effective inbound B2B marketing tactics
are content marketing and participation in social
media
• Content marketing could include:
– White papers
– Case studies
– Landing pages
– Blog
– Video interviews
• Social media resources include:
– LinkedIn
– Facebook
– Twitter
– Google +
– Aggregators like Digg,
Reddit, StumbleUpon, etc.

8. Some Statistics
• North American B2B marketers used articles (78%) and
e-newsletters (61%) for their content marketing efforts.
• The average budget spent on company blogs and social
media has nearly doubled in the last two years
• 66% of companies with a blog say it is “critical” or
“important” to their business
• 57% of B2B companies have acquired a customer
through their blog and/or LinkedIn
• Companies with a blog receive 55% more website
visitors and a 62% cheaper cost per lead
“These types of educational and instructional
content were rated the most valuable for directly
supporting B2B marketers’ objectives.”
-- Focus Research

9. How Does it Work?
• As content is promoted, shared, and spread
through social networks it improves your visibility
• As content is picked up and syndicated, new links
are built to your site. These links can significantly
improve your visibility in major search engines
• In addition to improvements in search, content
marketing creates interest, improves traffic, and
drives lead generation
• As an added bonus, it positions content creators
and sharers (Execs, salespeople, etc.) as thought
leaders and puts them on people’s radar

10. The Content Marketing Matrix

11. General Website Recommendations
• Think way beyond “perfuming the pig”
– The design of your site is important, but it will
not drive traffic or keep people coming back
– Embrace white space
• Put solutions front and center
– Shoot video case studies / short interviews
with clients, staff, and industry resources
– See the blog article we wrote on this subject
here – http://goo.gl/m89ME

12. Recommendations (cont.)
• Make it easier for users to navigate
– Again, solutions right up front
– Consider sub-navigation by function, role, etc
– Keep search engine optimization (SEO) in
mind
• Deliver a call-to-action on every page
– What do you want visitors to do?
– See more, read more, learn more
– Register and/or CONTACT US

13. Sample Layout

14. Social Recommendations
• Develop a blog
– Get employees across the enterprise to
contribute (write, share, comment, etc.)
– Drives hits via search engines
– Gives visitors a reason to return (fresh
content)
– Positions your people as experts in their field
• Develop a branded presence on all
applicable social networks
– Publish content on the blog and broadcast
through these channels – BIG reach!

15. Mobile Recommendations
• Optimize for mobile
devices
– Smartphones and tablets
are everywhere
– 7-10% of traffic to B2B
sites is coming from these
sources now, and this will
get bigger
– QR codes at trade shows,
on business cards, etc.

16. How Does Crowd Hydrant Help?

17. Content and Social Media Report
• Crowd Hydrant will take stock of your
digital assets and supply you with a
Content and Social Media report outlining:
– What assets you’ve got (and don’t, but
should)
– How they’re configured
– Who is administering them currently
– When, where and why they’re sharing content
now
– Our recommendations for improvement

18. Content Marketing
Crowd Hydrant supplies:
• Curated content (you choose the topics, we deliver
for distribution)
• Blog articles and other original content
• E-newsletters
• White papers
• Case studies
• Infographics
• Presentations
• Photo & video
• Web conference and online demos

19. Social Media
Crowd Hydrant provides:
• Social media policy documentation
• Set up and configuration of social media
accounts
• Recommendations for specific tools to save
time and streamline activities
• Process for posting, sharing, commenting,
follow up, etc.
• Training for administrators and end users
• “Gamification” and tools to drive adoption

20. Contact Us
To learn more about our unique suite of
services, please visit CrowdHydrant.com
or contact:
info@CrowdHydrant.com
513-318-8910