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Western Region User Conference
October 8, 2013
PRESENTED BY:
SCOTT ALBRO , TOPO
MARTIN LAETSCH, DIR OF ONLINE MKTG
PAIGE MUSTO, DIR OF COMMUNICATIONS
RAPID FIRE SESSION
ATTRACT
Agenda
• What is “Attract”?
• 3 Core Components of ATTRACT
– Content
– SEO
– Social
• Q&A and Wrap Up
What is ATTRACT?
CONTENT
Why is content marketing so important?
of buyers view 4 or more pieces of content when
making a considered purchase
70%
71% of buyers trust brands that provide useful info
without trying to sell something
Because the buyer says so…
more leads generated by B2B companies that
create content
67%
But Content Marketing is Hard
How can marketing create great content at
scale with limited budget?
1 Producing high quality content 41%
2 Producing enough content 20%
3 Budget to produce content 18%
Top three content marketing challenges…
Three best practices
Make content part of the buying experience
that you deliver to buyers
Use a 10 point checklist to determine whether
you’re creating remarkable content
Copy the publishing industry – use a simple
content marketing framework
Map content to the buying
experience
Buyer
Stage
Buyer
Activity
Status Quo Understand
Requirements/ Options
Engage Vendor(s) Identify
Problem/Opportu
nity
Make
Decision/Purchase
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endor
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endor’s s
ite
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p f
or
tria
l
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work
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rts u
sin
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ther
tria
ls
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kes c
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em
ail
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ase
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nd c
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decid
es t
o p
urc
hase
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rs c
redit c
ard
in
fo
Buyer
becom
es c
usto
mer
Play Provide primary contact with champion content that allows contact to
guide, influence, and dictate internal meeting
1
Inte
rnal
me
eti
ng
on
fin
al
de
cis
ion
Details Champion content is a toolkit that provides buyers with short preso, talking
points, and due diligence checklist to show all work that’s been done as
part of eval
Why CEO will make final decision, but has not been engaged thus far – need to
arm primary contact with tools to get CEO over finish line
Owner Marketing owns creation of content; inside sales owns delivery/training
Champion
Content
Play
27
Create remarkable content
1 Helpful – Does it help solve
problems (“always be helping” is the
new “always be closing”)?
2 Relevant – Can the target audience
relate to your content?
3 Interruptive – Is there a captivating
element that grabs and sustains
attention?
4 Entertaining – Is there a novel or
enjoyable aspect that is well-
conceived?
5 Shareable – Would an influencer
want to forward it, or post it? Can
they do so easily?
6 Targeted – Is the content targeted
to a specific type of customer and
mapped to the customer journey?
7 Versatile – Can it be leveraged
across a variety of online and offline
media channels?
8 Crowdsourced – Does it involve
customers or partners in the spirit of
cooperation?
9 Efficient – Is your content easy to
access and, more importantly, easy
to consume?
10 Integrated – Does it fit with your
existing or upcoming marketing
pieces?
The 10 attributes of remarkable content
Use a simple framework
Get other people such as customers to
create content for you
Copy the publishing industry – create
once, publish many
Distribute content to buyers when and
where they are
Repeat what works and refine what
doesn’t
Only publish content that supports the
buying experience PLAN
CREATE
PUBLISH
DISTRIBUTE
ANALYZE
PRESENTED BY:
MARTIN LAESTCH, DIR OF ONLINE MKTG
SEO
What is Search Engine Marketing?
Putting content in front of people who
OVERTLY AND EXPLICITLY
express a desire, via keywords,
for a particular PRODUCT, SERVICE
OR PIECE OF INFORMATION.
What is Search Engine Optimization?
• The process of making a site and its content highly
relevant for both search engines and
searchers.
• Successful search marketing helps a site gain top
positioning for relevant words and phrases.
Did you know?
100 Billion searches each month
Over 82% of all product research begins with a web search 1
Inbound leads have an
8x greater likelihood of closing compared to other leads 2
Sources: McKinsey & Company, Pew Research
Make Your SERP Compelling
• Optimize the search results listing
• Crafted from the Title and Description
• It doesn’t matter how high you rank if
nobody clicks on your listing
SERP Preview
Don’t Ignore the Long Tail
• Higher conversion rates and better quality traffic
• Long tail keywords are less competitive
• Long tail search helps you rank for difficult terms.
• 70% of search traffic is from long tail search terms
Keyword Selection
Understand Your Leads
• Learn what products and services leads are interested in
• Talk to your leads using their language
• Discover where leads are in the buying cycle
• Segment your lists based on keywords
Understand Your Leads
SOCIAL
Did you know?
Why Social Matters
IMAGE OF WORD OF MOUTH OR DIAGRAM
Social Drives Sales
How to Use Social Media to Drive Leads
Surveys
eBooks
Contests/Giv
eaways
Webinars
Promote Across Multiple Channels
Twitter Lead Gen
Cards
Ad
Promoted Tweet
in Timeline
Promoted Tweet
in Search
Promoted FB
Post
Listen, Engage & Be Resourceful
Incorporate conversations into
your social strategy. Think C&C --
Conversations & Campaigns!
Remember: Your prospect is
using social media to discover,
not to be sold.
Be a resource for those
interested in your
product/service.
Wrap Up
• Q & A
• Subscribe to Marketing Action Blog
• Check out our eBooks/Whitepapers http://www.act-on.com/resources/whitepapers/
• Got questions? Come see us in the Genius Lounge
PRESENTED BY: ACT-ON EMPLOYEE
RAPID FIRE SESSION
ATTRACT
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