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"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | HRAI Annual Conference 2019

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"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | HRAI Annual Conference 2019

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How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.

How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.

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"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | HRAI Annual Conference 2019

  1. 1. Connecting With Contractors To Grow Your Business Shelley Middlebrook, President, Fifth Story August 26, 2019
  2. 2. Marcom Consultation & Strategy Creative Ideation & Development High Quality, Multiplatform Content Production Content Publishing, Distribution & Amplification PESO Content Measurement, Analytics & Reporting Who We Are?
  3. 3. Fifth Story’s mission is to deliver innovative, smart and impactful content marketing strategies that deliver on our client’s marketing and business goals.
  4. 4. Our Clients
  5. 5. From the 1960-90s, big brands controlled the messaging through advertising and big media controlled the airwaves and publishing. Not Too Long Ago Advertising Ruled!
  6. 6. The Internet & Digital: Consumers are in control and can seek out information. Consumers don’t want to be sold to or interrupted. They can avoid advertising and irrelevant brand messages. Content Marketing is an alternative to the advertising age. Tipping Point for Content Marketing
  7. 7. Buying Behaviours and Expectations Have Changed Content Marketing allows you to connect with your customer in an authentic, human way to deepen relationships by providing value that can pay off in loyal customers and increased revenues. What do customers expect? • Exceptional Customer Experiences • Authenticity and Transparency • Valuable Interaction Before Transaction • Mobile – On-The-Go Connection • Personalized Omni-Channel Experiences
  8. 8. Content Marketing is the only Marketing left. “ “ The Marketing World Keeps Evolving - Seth Godin, Branding Guru Content marketing went from a tactic, to a marketing model, to a business model. The Marketing world keeps evolving.
  9. 9. “Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” - Content Marketing Institute What is Content Marketing?
  10. 10. Why Content Marketing? It Works! • Customers appreciate it – get information when and where they want it • Connects brand/organization with customer along the buyer journey (multiplatform) • Build trust by being helpful and informative • Generates leads • Gain insights about your customer • Builds loyalty
  11. 11. The same study found consumers who read a brand’s educational content where 131% more likely to purchase from that brand. Conductor 2017 Study: How educational content affects trust, affinity, and purchase power. Content Marketing Builds Trust, Affinity & Purchase Power
  12. 12. PQ Media Global Content Marketing Forecast 2015-2019 0 50 100 150 200 250 300 350 400 450 2011 2013 2015 2017 2019 2021 Stats $75.2B $101B $138B $212B $300B $412B Global Content Marketing
  13. 13. Source: Content Marketing Institute:B2C and B2B Content Marketing Study 2018, Benchmarks, Budgets and Trends North America 91% of B2B marketers use content marketing to reach customers and 86% of B2C marketers think content marketing is a key strategy. Content Marketing – Not a Trend
  14. 14. Only 33% of B2C marketers surveyed have a documented content marketing strategy and 37% of B2B marketers. 64% of marketers want to build a better content marketing strategy. Source: Content Marketing Institute: B2C and B2B Content Marketing Study 2018, Benchmarks, Budgets and Trends North America Content Marketing Without A Documented Plan
  15. 15. Content Marketing Strategic Plans • Business & Marketing Goals • Target Audience – Buyer Personas • Buyer’s Journey • Content Editorial Mission + Brand Story • Creative/Content Development Plan • Content Schedule • Publishing and Distribution Plan • Processes, Guidelines & Governance • KPIs and Metrics tied back to Goals • Resources and Budget • Data and Analysis
  16. 16. What is the Goal of Your Content Marketing • Why are you creating the content? • How will it be differentiated and valuable for you consumer? • Who are you creating the content for? • What do you want people to do when they read your content?
  17. 17. Content Marketing Tied To Business Goals Business goals are different for every organization. Depending on the size of your business, resources, timeframe for achievement, industry, competition, sales cycle, lifetime value of a new client, etc. They need to be S.M.A.R.T Goals – specific, measurable, attainable, realistic, timely. Most Common Types of Goals: • Sales Goals – increase in sales of a specific product or service • Cost Savings Goals – reduce business costs, improve efficiencies • Business Goals – launch a new product or service, change perception, create new revenue stream
  18. 18. Each Piece of Content Needs A Specific Goal That Ladders Up To The Overall Goal • Increase Brand Awareness – Impressions, Reach, Views • Engage Customers – Visitors to site, time on website, reactions to content • Generates Leads – fill out a form from contacts, downloadable content, sign up e-newsletter, a call-ins, visit store • Convert More Leads – #transactions, $ value of sale, volumes of sales • Improve Retention and Upsell – lifetime value of client, additional sales value, referrals, testimonials
  19. 19. PUBLICITY Optimized content Shareable content Engaged content Google authorship PAID MEDIA AUTHORITY INFLUENCER ENGAGEMENT PARTNERSHIPS SOCIAL MEDIA CONTENT INCENTIVE Facebook sponsored posts Paid Digital & Social Advertising Fan acquisition Lead generation Affiliate Brand ambassadors Sponsored content Native advertising Create from experts Employee stories User gen content Brand journalism, webinars, videos & podcasts Facebook Twitter LinkedIn YouTube Pinterest Instagram Charity tie-ins Community service Co-branding Response to detractors Detractors turned to loyalists Loyalists turned to advocates Media relations Blogger relations Investor relations Influencer relations https://iterativemarketing.net/peso-model-marketing/ spinsucks.com Content Marketing Channels
  20. 20. Owned Channels • With a fragmented media market and consumers seeking out information when and where they want it, it is crucial to build your brand’s owned media channels. • By building a marketing audience that you own – email addresses, phone #s, etc. You then can remarket to them with content to help move them along the buyer’s journey and convert them. • Leveraging your owned media channels is more efficient and effective – you own the messaging, the cost of reach is less, easier to sell to the converted than new clients, etc. EMAIL NEWSLETTER
  21. 21. GeneralElectric Blanco Enbridge Brands Need To Operate Like A Media Company General Electric
  22. 22. Why Your Site Matters? • Every 60 seconds, 3.8 Million searches are performed on Google. • Google is constantly changing their algorithms. SEO is not as simple as it once was. • Google wants to deliver the best content to users on the right device at the right time as quickly as possible. • Smart marketers have the same goal – providing content that resonates, engages and converts – where ever, when ever and however customers discover it. You own the media channel. • Use Google Analytics and Google Ads to build an audience and remarket. Sept 26, 2018
  23. 23. Use earned, shared and paid channels to drive qualified leads to website to learn and ask for more information. Create A Content Destination That Provides Value
  24. 24. Sources: comScore 2017, Smart Insights, Marketing Land, Google, McKinsey & Co, YouTube • By 2019, mobile advertising will represent 72% of all US digital ad spending (currently at 50%) • 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% will visit a competitors site instead • 63% of Canadians spend the majority of their digital time on mobile • 80% of internet users own a smartphone • +50% of YouTube views come from mobile devices Make Sure Your Marketing Is Built For Mobile
  25. 25. https://www.buildforce.ca/en/media/facts • 1.4 million Canadians have jobs in construction trades and professions • Construction workers install, repair, and renovate work with $239 billion annually • Average age of construction worker is 42 • 36% of the work force are in Ontario, followed by 17% in Quebec and Alberta, 16% in BC • There are 368,000 firms employing these workers, but they are generally small businesses with less than 5 employees (both residential and non-residential) What does the Canadian Contracting/ Building Industry Look Like
  26. 26. What are Buyer Personas? • They are fictionalized, generalized representations of your ideal customers • You might have 1 or 2 personas, or many more • They come from research and real data about your customers • Buyer Personas provide structure, context and alignment with your organization • Understanding who your most valuable clients are will make it easier to develop useful content, and allocate time and resources • Ultimately, leading to better results and a positive return on investment for your marketing dollars
  27. 27. Objections/Questions – Pain Points Things that the buyer thinks about when moving along the purchase journey. Connecting the Buyer Persona And Purchase Journey • How do I solve my problem/need? • What product/service could help me solve my problem/need? • How do these products/services work? • Where can I get these products/services? • How do these competitive products/services compare? • What do these products/services cost? • Do I need this product/service? • Do I need to upgrade my product/service? • Should I tell my friend about this product/service?
  28. 28. Triggers Actions or activities that a buyer takes to move along the purchase journey. They may include: • Performing a Google search • Visiting a brand’s website • Signing up for free content • Signing up for a software demo • Getting a free consultation • Calling a business • Following a social media page • Visiting a dealer/distributor Connecting the Buyer Persona And Purchase Journey
  29. 29. AWARENESS BROW SE & RESEARCH SELECT & VALIDATE SERVICE & RETURN PR Trade Show Word of Mouth Digital Ads Viral Email LinkedIn Direct Mail Blog Dealer Website Mobile Call Centre IM/Chat Invoice Promo Blog E-Mail TRANSACTION Association The Purchase Journey – Touch Points Search
  30. 30. AWARENESS BROW SE & RESEARCH SELECT & VALIDATE SERVICE & RETURN TRANSACTION Awareness: Buyer: Becomes aware of an issue/pain/need Brand Action: Focus on solving the issue/pain/need with big picture industry content. Don’t try to go straight to sale. Help them identify their problem. Browse & Research: Buyer: Gets interested in finding a solution Brand Action: Focus on solutions to their problem. Educate and help give them buying criteria. Select & Validate: Buyer: Evaluates specific products/services and is willing to engage with sellers Brand Action: Show what it is like to work with you - demos, trials, testimonials, case studies, vendor comparisons. Transaction: Buyer: Commits to a specific product/service Brand Action: Ensure that the purchase/implementation is easy to make with great customer service. Service & Return: Buyer: Expects their purchase is a great experience and choice. May be interested in extended goods/services. Brand Action: To ensure buyer is a loyal brand advocate, and will make additional purchases and/or recommendations.
  31. 31. The Importance of Your Content Marketing Editorial Mission To ensure your organization and team is focused on creating the most relevant content you need to answer: • Who does your content help the most – who is it specifically for? • What information/solutions will our content provide to buyers and why is it different? • What outcome am I expecting – what do I want the audience to do after consuming the content?
  32. 32. • Real-time Content • Emotional Connection – Storytelling • Repurposing Content • Creative Ideas – more quality content with the same budget Content That Connects Highly visual, Video is the leader, Multiple versions, need to create more with the same money for multiple channels … … so it has to be a really good creative idea – not necessarily a really big production budget.
  33. 33. • We’re drawn to narratives and stories that make us feel human (shared feelings, emotions) • Stories help us find meaning in our lives • Stories are a way to help us solve problems and pass on learnings Brand Story Customer Experience Reason Why Brand Promise Characters Brand Biography
  34. 34. • Story Structure Basics – your story should have a beginning, a middle and an end/takeaway, relatable character(s), conflict/tension/suspense, story/narrative arc (not always linear, especially in social). • Remember to build in the purpose of your brand in an authentic way – mission, vision, values, USP. • Story Archetypes – themes: Tragedy, Comedy, Voyage & Return, Rebirth, Rags to Riches, Overcoming the Monster, and the Quest. Brand Storytelling Tips
  35. 35. Content That Works
  36. 36. Responsive, targeted, digital ads drive to industry specific landing pages. Content That Works Google Ad Network
  37. 37. Build Brand Story Develop Content Publish & Amplify Content Measure & Analyze Optimize & Repeat • Build an engaging brand story - key messaging • Develop content to tell the story • Publish and amplify messaging to target with PR, paid digital and social media • Measure and analyze and report on results • Optimize efforts based on results Our Approach
  38. 38. Search advertising is the most direct response form of online media. In addition to generating the highest engagement rates, advertisers are only charged when the audience clicks on its ad. Search campaigns will be deployed, targeting your audience. Google Search: Display and remarketing banner campaigns use banner units to re-target audiences and grow awareness and understanding of products. Big Box, leaderboard, skyscraper, and responsive ads are recommended. Display and Re-marketing: Retargeting marks or tags users who visit specific website pages or sections of a web or microsite. This audience is served ad units to encourage them to revisit the landing page and take action. The retargeting campaign will be served to people who have visited the landing page but didn’t complete desired actions. Visitors might have been driven to the page via email, search marketing, or related social post. Retargeting campaigns improve overall ROI of digital advertisers, and build an engaged audience group that can be sent sequential marketing messages. Retargeting: SEM Recommendation
  39. 39. Google Display Ad Network 2. Create responsive ad units that resonate with key audience.
  40. 40. Sources: comScore 2017, Hubspot 2016, Google 2016, and Statista 2017 73% of people say they use Facebook for professional purposes. Over the past two years, content consumption has increased by 57% on Facebook and 21% on LinkedIn. WhatsApp and Facebook Messenger have 1 billion users each worldwide. With 28% of Canadians using Facebook Messenger. 22.8 million Canadians monthly on YouTube (part of Google). Social Amplification
  41. 41. Job Title Interests Contractors on Social Media
  42. 42. Job Title Contractors on Social Media
  43. 43. By Groups Contractors on Social Media
  44. 44. The Importance of the Marketing Tech Stack There has been an explosion of new marketing tools and technologies to help produce, publish, manage and measure content marketing, such as Hubspot, Marketo, Salesforce, etc. • Marketing has to work more closely with IT and Data Analysts than ever before, and it all drives back to customer experience. New hires or restructuring between marketing and tech departments. • Build strong data foundation from multiple channels and share the data and insights – Google Analytics, Ad Tags, Pixels. • Ensure your marketing technology and tools can integrate with other systems and are cross channel even if you currently not using all channels-future proof.
  45. 45. The number of email users worldwide is forecasted to rise to 2.9 billion by 2019. Brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize. Source: Statista 2016, Experian 2016 E-Mail Marketing is Alive and Kicking
  46. 46. Marketing automation technology (such as Marketo, Salesforce, Hubspot etc.) allows brands to scale their efforts across channels and to generate and nurture leads along the purchase journey. Lead nurturing is the process of ensuring the lead receives the most relevant message at the most opportune time based on lead scoring system. Lead scoring system should be agreed upon by sales and marketing based on where the buyer is in the purchase journey and assigning points based on lead fit information from forms (are they your ideal buyer), lead interest and behaviour (if reading an article or clicking on site at earlier stage than if looking at pricing, filling out forms, downloading info). Lead Nurturing & Marketing Automation
  47. 47. • Helps build brand story • Provides Credibility • Can’t control the narrative • Insight into what content is resonating with consumers Earned Media Can Provide Credibility & Huge Brand Lift
  48. 48. Leveraging social media influencers that have a natural connection or alignment with your brand and target audience can help to build credibility and authenticity. Micro Influencers (smaller audience non-celebrity) often have greater credibility, higher and more frequent engagement with their followers, and are more cost effective. 49% of people say they rely on recommendations from influencers when making purchasing decisions. Source: Twitter and Annalect, 2016 Influencers, Micro-influencers & User Generated Content
  49. 49. With the increased ability to monitor, measure, and analyze across platforms, marketers are looking to tie business objectives – profit, revenue, customer retention and satisfaction to their marketing efforts. The key to success is to continue testing, optimizing, setting benchmarks and key performance indicators that can ladder up to your goals. Engaged & Effective Measurement
  50. 50. Successful Content Marketers • Have a Content Marketing Strategic plan tied to goals • Have a brand narrative and tell stories – not sales pitches • Provide useful information with interesting, visual content • Talk about people, culture, causes – not only products/services • Prioritize mobile first & customer experience • Layer in ability to purchase and promote within branded content • Leverage PESO channels – with emphasis on owned • Built in lead generation across platforms • Act as a media company that is always-on • Continue to test, optimize and revise goals
  51. 51. Thank You!

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