View
4
Download
0
Category
Preview:
Citation preview
B2B Marketing Seminar - Taking it to the next level
Using the right tone of voice to suit your audience
10th March 2011
Gifford Morley-Fletcher
Director of Strategy, Inbound Marketing
I’m going to talk about
B2B Marketing Seminar - Taking it to the next level
- Setting the scene: how things were and how they are today
- Your audience: the different ways to define it - there are several!
- The importance of knowing your landscape
- Understanding your resources
- The different tones of voice
- Summary
In the past - a captive audience
B2B Marketing Seminar - Taking it to the next level
Tone of voice was often one sided
B2B Marketing Seminar - Taking it to the next level
Today you’re a voice in the crowd
B2B Marketing Seminar - Taking it to the next level
Hey! Listen to me not them...
And we’re not so important
B2B Marketing Seminar - Taking it to the next level
So what do we mean by ‘your audience’?
B2B Marketing Seminar - Taking it to the next level
Industry
Job titleDiscipline
Sales Funnel
Channel
Clients
Influencers
Press
Start by plotting your landscape
B2B Marketing Seminar - Taking it to the next level
Who’s talking?
What are they saying?
How are they saying it?
Where are they saying it?
Now you know who you are talking to and where
Understand your resources - how much can you do?
B2B Marketing Seminar - Taking it to the next level
Twitter - needs daily attention
Blogging - at least once a week
LinkedIn - up to once a day
Monitoring and responding - an hour a day?
White papers - 2 per month
PR - once a month
Now you know how much you are going to do
The 6 tones of voice
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
Informative
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
safe, toe in the water, all the time
Type of content:
news, official announcements
Channels:
Twitter, blogs, PR, LinkedIn
Resource required:
Minimal - enough to distribute news
Platforms offer
Body text goes here
Title goes here
Authoritative
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
When establishing your position in a subject area
Type of content:
Thought-leadership
Channels:
Twitter, blogs, white papers, LinkedIn, video,
Slideshare
Resource required:
Part to full-time
Helpful
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
When establishing your expertise - passive selling
Type of content:
How-to’s, responding to questions, direct customer
service contact
Channels:
Twitter, blogs, LinkedIn, forums, video, Slideshare
Resource required:
Full-time
Controversial
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
Tactically - attached to a specific campaign, or when
building awareness
Type of content:
Comments on current news, criticism of content or
products
Channels:
Twitter, blogs, LinkedIn, forums
Resource required:
On a campaign basis - full-time for a period
Fun
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
Tactically - attached to a specific campaign, or when
building awareness. Ongoing depending on your
audience
Type of content:
Competitions, quirky comments, videos
Channels:
Twitter, Facebook, video
Resource required:
On a campaign basis - full-time for a period
Personal
B2B Marketing Seminar - Taking it to the next level
Informative Authoritative Helpful
Controversial Fun Personal
When to use it:
On an ad hoc basis, but social media is social and
therefore personal
Type of content:
When interacting specifically with your audience.
Often part of monitoring and responding
Channels:
Twitter, blogs, LinkedIn, forums
Resource required:
Ad hoc but a full-time resource to be available
Summary
B2B Marketing Seminar - Taking it to the next level
Different tones of voice for different strategies
Different tones of voice for different audiences
Different tones of voice for different channels
Start with your landscape and strategy, and then work out the appropriate tone
of voice
Don’t sell!
A message from a social media expert
B2B Marketing Seminar - Taking it to the next level
Greetings Tigers! Remember
to think before you
communicate and you will be
winners like me.....
Recommended