Somnio digital trends-aaf

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© 2014 SOMNIO Solutions Incorporated. All rights reserved.

2014: Digital Trends Update April 2014

Austin, Texas

Somnio partners with industry thought leaders to help them engage their audience through the latest methods of digital marketing.

•Our Clients

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Click to edit Master text styles

Setting the course

Today’s key topics: !

• The Buyer’s Journey

• Search

• Lead Generation

• Social Media

• The Big Secret

•Agenda

Think Tank

•Value across mediums!!

•The ability to repurpose content and assets across:!!

- Social Media!- PowerPoint!- Blog articles!- Web banners!- Any options you can

dream up

•Buyer’s JourneyThe Buyer’s Journey

Awareness

Research

Consideration

Social

Search

Purchase

Word of Mouth

Discover

Peer Review

Trust

Compare Buyers

Influencers

Share

Evangelize

Enter Enter EnterBounce BounceBounce

Maintain

Enter

Trust

Trust

The Buyer’s Journey 2014

Unaware of problem Understanding of problem Identifying solutions Selecting vendor Buy

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Click to edit Master text stylesThe Buyer’s Journey

7 Month average sales cycle The Buyer’s Journey has increased in length over the last 3 years

90% complete journey Buyer’s are often up to 90% through their journey before engaging sales

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Click to edit Master text stylesThe Buyer’s Journey

77% need multiple content 77% of B2B Buyer’s feel the need for different content at each stage of their

Buyer’s Journey

65% better conversion Synchronizing social, blog and email nurturing with the Buyer’s Journey

has shown 65% better conversion of leads




dream up

•SearchSearch

•Search

93% Use Search 93% B2B purchasers use search to begin the buying process

72% revisit Google 3 times 72% return to Google 3 or more

times during their Buyer’s Journey

95% Google Marketshare Google’s marketshare in B2B search by EOY 2014

•Search

1 effort For SEO / SEM

SEO and SEM needs to

become one effort

99% change search terms

99% said their search terms

change as their research

deepens

Awareness

Research

Consideration

Social

Search

Purchase

Word of Mouth

Discover

Peer Review

Trust

Compare Buyers

Influencers

Share

Evangelize


Maintain

Enter

Trust

Trust

•The Buyer’s Journey 2014


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Click to edit Master text styles

Value across mediums!!

The ability to repurpose content and assets across:!!


dream up

Buyer’s JourneyLead Generation

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Click to edit Master text stylesLead Generation

33% goes to #1 listing In 2014, 33% of traffic from Google’s organic search will go to the #1 item

listed

14.6% 1.7% close rate VS close rate Organic/Inbound search leads have a 14.6% close rate Outbound leads have a 1.7% close rate

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Click to edit Master text stylesLead Generation

33% 66% in 2012 vs. in 2013

Percentage of marketers that reported Content Marketing was

their number one driver of leads

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Click to edit Master text stylesLead Generation – Best Practices

Best Time To Contact/Convert Leads

0

1000

2000

3000

4000

7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm

164% difference between 1-2 pm & 4-5 pm

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Click to edit Master text stylesLead Generation – Best Practices

Chance of Making Contact By Attempt

0%

23%

45%

68%

90%

1st 2nd 3rd 4th 5th 6th

Chance X Attempts Were Made

0%

10%

20%

30%

40%

1st 2nd 3rd 4th 5th 6th

90% can be contacted if 6 attempts are made

30% never contacted 30% of leads are never even contacted!




dream up

•Social

Social Media

• #1 trusted source of content is personally recommended content

!

• Consumers are 60% more likely to recommend a brand they follow

!

• The reusing of positive social media posts becomes the norm

•Social Media

Be there. Be relevant. Be consistent. Influence the buyer.

• 21% of B2B Consumers report that they receive content via Twitter.

!

• 6% see Twitter as their preferred source of such content.

!

• LinkedIn 39%

• Facebook 27%

• YouTube 12%

LinkedIn grows to over 300 Million users !

• Cements itself as the default B2B marketing tool

• The new B2B content curator

• 2/3 of all Enterprise Buyers prefer LinkedIn to Facebook.

•Social Media

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Click to edit Master text stylesBe Relevant

Eric Schmidt, Google Chairman: !

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining

anonymous, then, might be irrelevance.”

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Click to edit Master text stylesGoogle+

Heavily increases search ranking for your content

Misconception that Google+ is irrelevant !

• Google+ is Google

• Deeply integrated with YouTube

Now has over 343 million active users !

• Tech savvy users (B2B)

• 2nd to only facebook

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Click to edit Master text stylesGoogle Authorship

Ties-in with Google+ profiles

• Creates a verified connection between content and creator

Google Authorship is key to having your content discovered

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Google wants to: • make sure you are a real human being

• stamp out anonymity and spam

• help your audience regard you as someone who is credible

150% CTR Increase Click-throughs routinely improve 150% with addition of Google authorship

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Click to edit Master text stylesIt All Works Together

Awareness

Research

Consideration

Social

Search

Purchase

Word of Mouth

Discover

Peer Review

Trust

Compare Buyers

Influencers

Share

Evangelize


Maintain

Enter

Trust

Trust

•The Buyer’s Journey 2014


Content is king

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IBM Social Business Assessment

Self-assessment tool that generates a dynamic graphical analysis of how customers stack up to a research study. This demand generation tool allows the user to keep their custom report with IBM recommendations. Tool can be used for seller enablement or self-facilitated on the web.

Generated $1.8 million in qualified opportunity in first 8 hours!

http://ibmtvdemo.edgesuite.net/software/collaboration/workforce-and-custexp-assessment/

http://ibmtvdemo.edgesuite.net/software/collaboration/workforce-and-custexp-assessment/

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Click to edit Master text stylesHP Networking SmartPack

Infographic

HTML Email TemplateBlog

Video

SEO/Social Content

10 Content Packages, each on relevant topics Delivered weekly for 10 weeks Focused on increasing search relevance Focused Google ranking High quality content Requires a low time commitment Content in as little as two weeks

© 2014 SOMNIO Solutions Incorporated. All rights reserved.

Think Tank

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Click to edit Master text stylesThe Buyer’s Journey Blog

somnio.com/blog/buyersjourney

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