Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a Using Content to Make Marketing That Prospects (and Partners) Love
Semelhante a Using Content to Make Marketing That Prospects (and Partners) Love (20)
Último
Último (20)
Using Content to Make Marketing That Prospects (and Partners) Love
- 1. Using Content to Make Marketing that Prospects... And Partners Love! Presented by VitbergLLC
- 2. When was the last time you got marketing that you loved?
- 3. How often does a partner get a qualified lead from the firm’s digital marketing assets?
- 4. Content marketing is the discipline of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the goal of acquiring new customers or increasing business from existing customers. Let’s start with a definition:
- 5. ONTARGET The 5 Benefits of Content Marketing
- 6. According to CMI, 82% of B2B companies cite brand awareness as a goal for content marketing Brand Awareness – Corporate and Personal
- 7. If you create great content, answer questions well, and provide resources that real people love, Google will reward you. Get Found First – Higher Search Engine Rankings
- 8. Thought Leadership -> Competitive Differentiation Articles Speeches Panels Blog posts Etc… “VISIBLE EXPERT” GO TO AUTHORITY
- 9. Cost Effectiveness Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Source: Demand Metric
- 10. Lead -> Customer Acquisition 61% of people feel better about a company that delivers custom content and are more likely to buy from that company. Source: Custom Content Council
- 11. ONTARGET What You Need 1. A great plan: objectives, strategies and tactics 2. Lots (and lots) of different types of content 3. Give your visitors a great experience 4. Context 5. Great offer Leads 6. Metrics 7. Technology 8. Resources 9. Commitment
- 12. ONTARGET A GREAT PLAN: OBJECTIVES, STRATEGIES AND TACTICS
- 13. “A goal without a plan is just a wish.” - Antoine de Saint-Exupéry
- 14. STRATEGIC PLANNING PROCESS SET GOALS DEFINE STRATEGIES (“WHAT”) CREATE TACTICS FOR EACH STRATEGY (“HOW”) SCHEDULE EXECUTIONS (“WHEN/WHO”) MONITOR AND MEASURE REVIEW AND REVISE
- 15. ONTARGET LOTS (AND LOTS) OF DIFFERENT TYPES OF CONTENT
- 16. Articles Blogs Discussion forum eBooks eNewsletterseLearning series Executive roundtable FAQ web page How to GuidesInfographic Online media site Online news release Podcasts Research reports Resources web page Seminars Social media Testimonials Videos Virtual conferences Webinars White papers
- 17. ONTARGET NO Polling Question 1 Does your firm have an active blog (i.e. – posting at least once per week)? YES DON’T KNOW
- 18. ONTARGET GIVE YOUR VISITORS A GREAT EXPERIENCE
- 19. Great visitor experience? You can do it! 76% of visitors say the most important factor in a website is "the website makes it easy for me to find what I want.” - HubSpot
- 20. 11 Tips to Give Your Site Visitor a Great Experience 1. Easy to navigate 2. Easy to find information 3. Written in human-terms 4. Visually appealing 5. Full of great, relevant content 6. Fresh content 7. Speak to the prospect (not about yourself) 8. Less copy more pages 9. No stock imagery/photos 10.No boring headshots 11.Not cluttered
- 21. Smart Forms
- 23. ONTARGET CONTEXT
- 25. Specialty / Niche Newsletters Health Care Reform Monthly Share information with employers about the ACA and related regulations. Business owners and managers will appreciate and benefit from the tax-efficient ways to meet ACA requirements while controlling their costs and achieving their business goals.
- 28. CTA Button Landing Page Email Notification
- 29. ONTARGET NO Polling Question 2 Does your firm “gate” their content with forms that prospects must complete before getting that content? YES
- 30. ONTARGET METRICS
- 31. Always measure, test and improve
- 36. Optimized, Content Rich Website Content Personal Branding Lead Generation Paid Media HubSpot
- 40. Getting Partners and SMEs to step up to the plate & produce content is really hard
- 41. Commitment means staying loyal to what you said you were going to do long after the mood you said it in has left you.
- 43. ONTARGET DIFFICULT Polling Question 3 How difficult is it to get partners in the firm to write content for marketing purposes? VERY DIFFICULT SOMEWHAT DIFFICULT NOT DIFFICULT (Proposal writing doesn’t count!)
- 44. ONTARGET THE CONSTRUCTION CALCULATOR CAMPAIGN
- 45. Starter questions & answers Target niche?.............Construction Sales strategy?...........Profitability enhancement Persona?..................Owners, firms $5-50 million Pains/issues?.............Making each job profitable
- 46. Construction Campaign Context Strategy TOFU Calculator MOFU Case Study BOFU Consultation
- 47. Construction Campaign Promotional Tactics On site CTA buttons Landing pages Strategic placement Blog posts Off site Email eNewsletter Social media
- 49. Construction Campaign Campaign Results 818 Total Visits 131 Total New Leads 5 818 131 8 421 149 173 36 15 15 272
- 50. ONTARGET Conclusion: Making Marketing that Prospects and Partners Love 1. Have a great plan 2. Lots and lots of different types of content 3. Give visitors a great experience 4. Context 5. Use offers for lead generation 6. Metrics 7. Invest in Technology 8. Use the right level of resources 9. Commitment
- 51. ONTARGET NO Polling Question 4 Should the “reluctant rainmakers” in the firm be required to contribute to content marketing in lieu of 1:1 marketing? YES DON’T KNOW
- 52. ONTARGET Thanks for attending! What content marketing is and how it can grow your business Revealed: the top 5 most effective content marketing tactics 20 key benefits of content marketing How to tie content marketing into your sales cycle 29 easy to find sources for getting content How much are firms spending on content marketing programs? 4 powerful ways to leverage your current content for more visitors and leads www.vitbergllc.com