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IDI Conference 2015 - Is social media a useful business tool or a waste of time?

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IDI Conference 2015 - Is social media a useful business tool or a waste of time?

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Your customers and prospects are going to the web to do research on who to buy from. In fact, 60% of your sales funnel is now taking place in the digital space. Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media, email marketing or content marketing to improve their business results.

Your customers and prospects are going to the web to do research on who to buy from. In fact, 60% of your sales funnel is now taking place in the digital space. Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media, email marketing or content marketing to improve their business results.

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IDI Conference 2015 - Is social media a useful business tool or a waste of time?

  1. 1. Is social media a useful business tool or a waste of time? Presented by Marie Wiese IDI Conference January 23, 2015
  2. 2. Your buyers’ behavior has changed… What are you doing about it?
  3. 3. 70% Your buyer will be 70% of the way through their buying process before you ever hear from them
  4. 4. 11.2 Potential customers will use 11.2 pieces of online data in the decision making process
  5. 5. 99% Of prospects will consult a website before they decide to buy anything
  6. 6. 100% Will go to your website before making the final decision to buy from you
  7. 7. Your website and digital dialogue is the new first sales call.
  8. 8. Your website and digital dialogue has replaced the top of the sales funnel.
  9. 9. 1898
  10. 10. The funnel today
  11. 11. 60% of the sales funnel is taking place in the digital space… How good is your digital dialogue?
  12. 12. Have your sales people ever said… • We don’t hear from customers until after they have made a decision to buy something else • We are struggling to add value • We have become order takers • We are caught in the bottom of the sales funnel
  13. 13. Digital Dialogue Unless your organization can survive in a commoditized procurement state, you must create a digital dialogue with your customers so you can engage them at the top of the sales funnel
  14. 14. Well planned, customer centric content…  Is not intrusive  Adds value  Invites you to engage @mcopilot
  15. 15. Today’s Reality 1. Customers are not targets; they are people who are interested in solving their own problem. 2. People don’t buy from companies; they buy from people. 3. Marketers worry about their ability to build persuasive copy but persuasion is not authentic. Clarity is persuasion. @mcopilot
  16. 16. Communicating versus Marketing • When you communicate, there is no action required on the part of the recipient - they are passively receive the information • Marketing means you are eliciting a response or follow through on a call to action • When you start a digital dialogue, you are looking for a physical and measurable response
  17. 17. Challenges to creating a digital dialogue that starts the buying process 1. Overcoming product bias 2. Thinking good content is easy to produce 3. Dealing with CEOs that are afraid to share 4. Unwilling to test @mcopilot
  18. 18. Should I use social media in my business? Yes. Well planned, customer-centric content can be shared to drive traffic back to some CTA or activity on your website. @mcopilot
  19. 19. Should I use pay-per-click in my business? Yes. Well planned, customer-centric content can be shared to drive traffic back to some CTA or activity on your website. @mcopilot
  20. 20. Should I use SEO in my business? Yes. Well planned, customer-centric content can be shared to drive traffic back to some CTA or activity on your website. @mcopilot
  21. 21. Should I use email marketing in my business? Yes. Well planned, customer-centric content can be shared to drive traffic back to some CTA or activity on your website. @mcopilot
  22. 22. Getting the buyer to raise their hand • Customer-centric business problems in blog topics and social media • Email campaigns with good headlines • Headlines create links in social media • Paid media tests headlines • They download stuff and give you contact information
  23. 23. The Content Marketing Success Loop
  24. 24. The six most important things your Content Marketing strategy must address… 1. Why are we doing this? 2. Who buys from us and why? 3. Who is going to do the work? 4. What content are we offering at each stage of the buyer journey? 5. Where does our target audience want to consume content? 6. How do we know if it’s working?
  25. 25. Building a Content Marketing Plan 1. Agree on why you need content marketing 2. Define your audience 3. Articulate your differentiation 4. Execute your plan 5. Publish your content 6. Help your audience find your content 7. Define success
  26. 26. 1. Agree on why you need content marketing • As a business you need to understand the importance of content marketing in the sales process • 99% of people searching for a product or service start their search online • Decide if your companies current content is facilitating your buyer’s decision to choose you Remember: Good content = Sales
  27. 27. 2. Define your audience • Most companies do not have a description of an ideal customer • If you don’t know who your customer is, how are you going to determine if your content will help them in the buyer journey? Customer Scorecard and Buyer Persona templates can be found at marketingcopilot.com/resources
  28. 28. 3. Articulate your differentiation • What is your value proposition? • What do you offer that is different from your competitor/alternative in every way? • Can you articulate in one sentence why your customers buy from you? This is the most important exercise!
  29. 29. 4. Execute your plan • Creating a plan is great, but without the support from your executive team it will be difficult to execute • Be realistic about timelines and who will roll up their sleeves and write • Editorial calendars keep people on track and focused Everyone thinks producing content is easy, but it’s not!
  30. 30. Editorial Plan • Where • When • What • Who • Why
  31. 31. 5. Creating good content • What problems do your customers have? • Ask your salespeople about the top 10 questions • Your content should to be proactive Create an editorial mission statement – what is the purpose of your content?
  32. 32. 6. Help your audience find your content • Where do your customers consume content? • What are your customers searching online to find solutions their problems? • Creating content is meaningless without repetitive distribution on channels where your customers will engage with it If you don’t build it, they won’t come!
  33. 33. 7. Define success • How do you know if your content marketing is working? • After you publish your content, go back and see how it worked • For everything you produce you need to be able to explain… How conversion rate = Moving the buyer journey to a closed sale
  34. 34. A true story… Company: Grantek.com Background: North American B2B systems integration company Objective: Lead nurturing Buyer interaction tested: Who cares more about safety automation: Senior managers or safety engineers
  35. 35. One topic: Two audiences
  36. 36. Conversion Point
  37. 37. Results
  38. 38. Example
  39. 39. Example • Gate value-add content
  40. 40. LinkedIn Posts Examples
  41. 41. Results of good content… Guide achieved 75 downloads in the first 3 months • 43.5% conversion on download via email campaign • 65.5% conversion on download via published press release • Email campaigns had a 100% higher click through rates vs. previous email campaigns to the same email lists. • Email campaigns targeted at both customers and prospects resulted in a conversion rate on the download page ranging from 37.5% to 46.7%. • Grew followers on LinkedIn company page from 50 to 1500 • Track-able links embedded into guides driving downloads on site resulted in a 59.3% conversion rate.
  42. 42. QUESTIONS?
  43. 43. Get this presentation… SlideShare slideshare.net/marketingcopilot Email us marie@marketingcopilot.com Follow us @mcopilot

Notas do Editor

  • The purchase or purchasing funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.
    In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase.
  • Are you starting to see a trend here? If you accept the fact the sales process starts with a digital dialogue, you need to be everywhere. I am not here to tell you to use Twitter or how to Tweet. You need to figure that out based on what you sell and who you are selling to and what their buyer journey includes. More on this in this afternoon’s content marketing workshop.
  • Content is designed for two types of people: senior managers and safety engineers. Purpose of this test was to determine which group within master list cared more about the topic of safety in automation: senior systems integration managers or safety engineers? Content was tailored for each group on the topic.

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