David vs. Goliath: How content marketing evens the playing field
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Impression Marketing's presentation to the Henrico Business Leaders in September 2015 about how content marketing allows small companies to get traction even going up against the big players in their industry.
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David vs. Goliath: How content marketing evens the playing field
- 1. Impression-Marketing.com Henrico Business Leaders September 2015 David vs. Goliath How content marketing can even the playing field for small brands
- 2. Impression-Marketing.com St. Joseph’s Villa, Oyster Consulting, Commonwealth Dermatology, G2 Orthopedics, & Mid-Atlantic Controls All of our Richmond clients operate in Henrico, including: Richmond Alarm, Colon & Rectal Specialists, Better Kitchens & Baths, Moseley Electronics, Habitat for Humanity Clients with offices in Henrico
- 3. How has marketing changed? More has changed in the last 5 years in advertising and marketing in the last 100. It used to be you’d buy space and tout your products advantages. We shouted at consumers and competed for their attention. So what has been the catalyst for this change?
- 4. How has marketing changed? The internet. Consumer buying habits have changed. Technology has evolved. Advertising had to change to be effective.
- 5. How has the internet changed advertising? The consumer is in charge!
- 6. How has the internet changed advertising? Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.
- 7. Impression-Marketing.com The Purchase Process That's how far the average buyer is through the purchase decision process before engaging a sales rep Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.
- 8. What is Content Marketing? • Articles/Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Website pages
- 9. Content marketing levels the playing field
- 10. Impression-Marketing.com How have your shopping habits changed? How do you shop? Let’s start with how you have changed in how you make purchases for both goods and services. Let’s say you are buying a refrigerator. How many of you would call and ask for a company brochure for a samsung refrigerator? Where do you start? So if your buying habits have changed, do you think your customers have adjusted theirs?
- 11. Impression-Marketing.com How Do People Search? 1. Cost 2. Problems/Symptoms 3. Versus/Compare 4. Reviews 5. Best *From the Sales Lion
- 12. Impression-Marketing.com What is Google’s goal? Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.
- 13. Impression-Marketing.com How to find out matters to your customer? Your customers are asking questions. Are you answering? To find out what matters to your target market, all you have to do is listen to what they are asking. If they are asking you, that’s what they are typing into Google. Simple as that. So content marketing is more about providing information to the consumer at precisely at the point of purchase they are in.
- 14. The new approach to selling is education
- 15. The new approach to selling is education 2.5 million dollars Example: There is a pool company called River Pools & Spas. And the owner, facing a total business meltdown in 2008, decided to dedicated each night of the week to answering customer questions about fiber glass pools. After a month, traffic picked up on his website. Then he started getting calls for pools. One of the posts was about “how much does a fiber glass pool cost?” That post today has brought in over 2.5 million dollars in revenue.
- 16. B2B Example A potential customer searched for “companies that install tridium control systems in richmond va
- 17. The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs
- 18. B2B First Week Results
- 19. B2B Short Term Results • They’ve closed $35,000, which has a phase II component that will result in additional revenue • Two leads have come in related to Church facilities • One lead came in from a military base in DC • In addition, they’ve had an application for a field installer job
- 20. Impression-Marketing.com Website Sales Funnel A customer searched for video cameras
- 21. Impression-Marketing.com Website Design & Development
- 22. Impression-Marketing.com Website Design & Development
- 23. Impression-Marketing.com Blog Strategy Funnel Brainstorm Write CTA* Publish Track Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.
- 24. Impression-Marketing.com Is it working? Success Metrics
- 25. Impression-Marketing.com Sign up for our newsletter for free content marketing tips It’s easy! 1. Give us a business card 2. Go to impression- marketing.com/about 3. Send email to info@impression- marketing.com 4. See Howard after the meeting.