Somnio digital trends-aaf
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The document discusses digital marketing trends from a presentation by Somnio Solutions. It covers the buyer's journey process, the importance of search and social media, and lead generation best practices. Content should be repurposed across multiple channels and synchronized with the buyer's journey to improve conversion rates. Social platforms like LinkedIn and Google+ are increasingly important for content discovery and influence.
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Somnio digital trends-aaf
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- 2. © 2014 SOMNIO Solutions Incorporated. All rights reserved. 2014: Digital Trends Update April 2014
- 4. Somnio partners with industry thought leaders to help them engage their audience through the latest methods of digital marketing. •Our Clients
- 5. ‹#› Click to edit Master text styles Setting the course
- 6. Today’s key topics: ! • The Buyer’s Journey • Search • Lead Generation • Social Media • The Big Secret •Agenda Think Tank
- 7. •Value across mediums! ! •The ability to repurpose content and assets across:! ! - Social Media! - PowerPoint! - Blog articles! - Web banners! - Any options you can dream up •Buyer’s JourneyThe Buyer’s Journey
- 8. Awareness Research Consideration Social Search Purchase Word of Mouth Discover Peer Review Trust Compare Buyers Influencers Share Evangelize Enter Enter EnterBounce BounceBounce Maintain Enter Trust Trust The Buyer’s Journey 2014 Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
- 9. ‹#› Click to edit Master text stylesThe Buyer’s Journey 7 Month average sales cycle The Buyer’s Journey has increased in length over the last 3 years 90% complete journey Buyer’s are often up to 90% through their journey before engaging sales
- 10. ‹#› Click to edit Master text stylesThe Buyer’s Journey 77% need multiple content 77% of B2B Buyer’s feel the need for different content at each stage of their Buyer’s Journey 65% better conversion Synchronizing social, blog and email nurturing with the Buyer’s Journey has shown 65% better conversion of leads
- 11. •Value across mediums! ! •The ability to repurpose content and assets across:! ! - Social Media! - PowerPoint! - Blog articles! - Web banners! - Any options you can dream up •SearchSearch
- 12. •Search 93% Use Search 93% B2B purchasers use search to begin the buying process 72% revisit Google 3 times 72% return to Google 3 or more times during their Buyer’s Journey 95% Google Marketshare Google’s marketshare in B2B search by EOY 2014
- 13. •Search 1 effort For SEO / SEM SEO and SEM needs to become one effort 99% change search terms 99% said their search terms change as their research deepens
- 14. Awareness Research Consideration Social Search Purchase Word of Mouth Discover Peer Review Trust Compare Buyers Influencers Share Evangelize Enter Enter EnterBounce BounceBounce Maintain Enter Trust Trust •The Buyer’s Journey 2014 Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
- 15. ‹#› Click to edit Master text styles Value across mediums! ! The ability to repurpose content and assets across:! ! - Social Media! - PowerPoint! - Blog articles! - Web banners! - Any options you can dream up Buyer’s Journey Lead Generation
- 16. ‹#› Click to edit Master text stylesLead Generation 33% goes to #1 listing In 2014, 33% of traffic from Google’s organic search will go to the #1 item listed 14.6% 1.7% close rate VS close rate Organic/Inbound search leads have a 14.6% close rate Outbound leads have a 1.7% close rate
- 17. ‹#› Click to edit Master text stylesLead Generation 33% 66% in 2012 vs. in 2013 Percentage of marketers that reported Content Marketing was their number one driver of leads
- 18. ‹#› Click to edit Master text stylesLead Generation – Best Practices Best Time To Contact/Convert Leads 0 1000 2000 3000 4000 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 164% difference between 1-2 pm & 4-5 pm
- 19. ‹#› Click to edit Master text stylesLead Generation – Best Practices Chance of Making Contact By Attempt 0% 23% 45% 68% 90% 1st 2nd 3rd 4th 5th 6th Chance X Attempts Were Made 0% 10% 20% 30% 40% 1st 2nd 3rd 4th 5th 6th 90% can be contacted if 6 attempts are made 30% never contacted 30% of leads are never even contacted!
- 20. •Value across mediums! ! •The ability to repurpose content and assets across:! ! - Social Media! - PowerPoint! - Blog articles! - Web banners! - Any options you can dream up •Social Social Media
- 21. • #1 trusted source of content is personally recommended content ! • Consumers are 60% more likely to recommend a brand they follow ! • The reusing of positive social media posts becomes the norm •Social Media Be there. Be relevant. Be consistent. Influence the buyer. • 21% of B2B Consumers report that they receive content via Twitter. ! • 6% see Twitter as their preferred source of such content. ! • LinkedIn 39% • Facebook 27% • YouTube 12%
- 22. LinkedIn grows to over 300 Million users ! • Cements itself as the default B2B marketing tool • The new B2B content curator • 2/3 of all Enterprise Buyers prefer LinkedIn to Facebook. •Social Media
- 23. ‹#› Click to edit Master text stylesBe Relevant Eric Schmidt, Google Chairman: ! “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”
- 24. ‹#› Click to edit Master text stylesGoogle+ Heavily increases search ranking for your content Misconception that Google+ is irrelevant ! • Google+ is Google • Deeply integrated with YouTube Now has over 343 million active users ! • Tech savvy users (B2B) • 2nd to only facebook
- 25. ‹#› Click to edit Master text stylesGoogle Authorship Ties-in with Google+ profiles • Creates a verified connection between content and creator Google Authorship is key to having your content discovered
- 26. ‹#› Click to edit Master text stylesGoogle Authorship Google wants to: • make sure you are a real human being • stamp out anonymity and spam • help your audience regard you as someone who is credible 150% CTR Increase Click-throughs routinely improve 150% with addition of Google authorship
- 27. ‹#› Click to edit Master text stylesGoogle Authorship
- 28. ‹#› Click to edit Master text stylesGoogle Authorship
- 29. ‹#› Click to edit Master text stylesIt All Works Together
- 30. Awareness Research Consideration Social Search Purchase Word of Mouth Discover Peer Review Trust Compare Buyers Influencers Share Evangelize Enter Enter EnterBounce BounceBounce Maintain Enter Trust Trust •The Buyer’s Journey 2014 Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy
- 31. Content is king
- 32. ‹#›‹#› IBM Social Business Assessment Self-assessment tool that generates a dynamic graphical analysis of how customers stack up to a research study. This demand generation tool allows the user to keep their custom report with IBM recommendations. Tool can be used for seller enablement or self- facilitated on the web. Generated $1.8 million in qualified opportunity in first 8 hours!
- 33. ‹#› Click to edit Master text stylesHP Networking SmartPack Infographic HTML Email TemplateBlog Video SEO/Social Content 10 Content Packages, each on relevant topics Delivered weekly for 10 weeks Focused on increasing search relevance Focused Google ranking High quality content Requires a low time commitment Content in as little as two weeks
- 34. © 2014 SOMNIO Solutions Incorporated. All rights reserved. Think Tank
- 35. ‹#› Click to edit Master text stylesThe Buyer’s Journey Blog somnio.com/blog/buyersjourney
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