social media boot camp - hardi sales and marketing conference 2015

Social Media For Industrial Business

Boot Camp

Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder

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Agenda – Part 1 ●  What’s stopping companies from engaging in

Social Media? ●  What’s changed?

o  The way prospects buy o  In digital marketing

●  The right platforms and audience ●  Search - Social Relationship

●  Break

Agenda – Part 2 ●  Search engines and SEO ●  Search and Social predictions ●  Building your brand online ●  Content marketing ●  Drip Marketing/Lead Nurturing ●  Tools ●  Internet marketing plan ●  Summary

Agenda – Part 1

●  What’s stopping companies from engaging in Social Media?

●  What’s changed? o  The way prospects buy o  In digital marketing


●  Break

Social Media Objections


Social Media? ●  What’s changed? o  The way prospects buy o  In digital marketing


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Life Now and then….

Buying products and services:

Then and now……

Life Now and then….

•  The Internet has transformed Everything! •  The way we learn •  The way we socialize •  The way we shop

•  The way we play •  The way we do business!

How Products Used To Be Purchased

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Months

… Today (In The Internet Era)

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Online

Prospect contact

•  Prospects don’t call as often

•  They are more informed when they do call

•  You must place content in the path of prospects

•  Content must be your best sales person

What does this mean to you?"

•  Information relevant to their need

o  Do you have what I searched for?

o  Can you help me?

•  Detailed and current information

•  Easy and intuitive navigation

•  What action do I take next

What Buyers Expect

•  Want free information •  Don’t want to be sold •  Want solutions •  Need to trust before doing

business (or making contact)

•  We need to listen, share and provide value

Buyer’s Perspective

… your no. 1 competitor…

If Don’t Meet Expectations





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Mobile & Multi-Platform Usage

Image - http://www.comscore.com/

Content Consumption


Social Media Reach


Search


E-Commerce






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The Right Platform & Audience

Google Keyword Planner - US


Twitter Search


Advanced LinkedIn Search


LinkedIn Group Search


Facebook Search


Google Plus Community Search

Know Your Audience – Buyer Personas

GOAL: Keep visitors on your site, reading content and viewing pages

Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier

HR Personas

7) Employee 8) Applicant 9) Partner Corporate Personas

10) Community 11) Media

Align Website With Persona Needs

Align The Message & Make Money

Daily Goal Completions

"Align Personas With All Messaging





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Search-Social Relationship

Image - http://www.mybloggertools.com/


Image - http://socialmetricspro.com/


Image - http://theconcussionblog.com/





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Agenda – Part 2

●  Search engines and SEO ●  Search and Social predictions ●  Building your brand online ●  Content marketing ●  Drip Marketing/Lead Nurturing ●  Tools ●  Internet marketing plan ●  Summary

StatCounter

Search Engine Market Share

Search Engine Results Page

Search Engine Optimization

Relevance •  Title tag •  Keywords and

description •  H tags •  Content •  Alt tags

Credibility •  Authority

•  Incoming links are votes of confidence

•  Links from related pages or sites

•  Some related anchor text

Why Links Are Important?

General Rule of Thumb If a company can only survive (or thrive) locally…

…then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers

Country, State/Province, City/Town/Village, Zip/Postal Code

Local Search

Search Predictions

●  Indexing of multimedia ● Personalized search will

grow ● Apps search and indexing

● Old: SEO tactical ● New: Strategic

●  It’s about being relevant

Search Predictions

More ●  Ranking signals ●  Penalties ●  Focus on user needs/intent ●  HTTPS ranking boost ●  Mobile-friendly ranking factor

Search Predictions

SEO – The Job ●  Landing page analytics ●  Topic vs. keywords focus ●  Content marketing ●  Link earning not link building

●  Skills: math, product management, copywriting, marketing development, development, research, creative, PR

Search Predictions

Small Screens ! Increased Ad Spend

Social Media Predictions

Social Media To Become Transactional

Organic Reach Will Decrease

Social - Mature Business Model

Follow growth takes place at a much more rapid pace with advertising compared to organic activity

What’s A Brand

•  Build brand awareness •  Showcase your expertise

•  Clicks vs. impressions • 

Facebook Ads Page Post Link Ad – aka Newsfeed Ads

Page Like Ad

Twitter Ads Promoted Tweets

Promoted Accounts (Handles)

LinkedIn Ads Sponsored Ads

Sponsored Updates

Become the

Expert

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Lead Discussion

Participate In Discussion

"Credibility Via Content & Social Media

Social Media

PublishedOnline Media

MarketSheet

White Paper

Press Release

Application Note

Intranet/ eLiterature

Conference Presentation

Website

Tech Paper

PublishedPrint

Media

BlogPost

Maximize Opportunities

Multi-purpose Content

Engaging:

•  Fans

•  Markets

•  Customers

LinkedIn

Twitter

YouTube

EmailCampaign

Facebook

"Blogs = expert & support SEO

Social Properties

Distribute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Nee

d

Content Marketing

Image - http://internationalcreativeservices.com.au/

"Source Of Expert Content

Everyday you… •  Solve problems •  Think •  Learn •  Teach

How we communicate info •  Email •  Presentations •  Proposals •  Notes/records •  Sales literature •  Case studies •  Articles •  Press Releases

Opportunity – Repurpose content •  Blog •  Video •  Guest article •  Email news Letter

Distribute content via… •  SlideShare •  Twitter •  FaceBook •  LinkedIn •  Google+ •  YouTube

B2B Is Generating Content

Blogs

And Sharing Content Via Social Media

Active and Sharing

The Role Of Content Marketing

Multiple touches to impress until prospects need you

How Do You Stand Out? The value of great content has never been lower, the importance has never been higher

Inbound Marketing

Inbound marketing is advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

Content

The Reality Of Selling

Prospect Has A Problem No Yes

Will

ingn

ess

To E

ngag

e

Low

H

igh

Not Ready

Time Suck

Education

Prime Target

Drip Marketing / Lead Nurturing

Leads nurtured with targeted content produce an increase in sales opportunities of more than 20% (Source: DemandGen)

Where In The Buying Process"" …Are Your Prospects?

Track activity and interests through content consumption and action

"Where To Start

The

Plan

Top 10 Takeaways 1.  Adapt or get left behind 2.  Power has shifted to the buyer 3.  Mobile is driving change 4.  Follow your audience 5.  Search and social are part of the same system 6.  Develop your message around buyers 7.  Social Media has been monetized 8.  Create then repurpose original content 9.  Nurture leads – drive COS down 10. Plan, plan, plan

Thank You!

Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11

Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. [email protected] @EddieBluff w: 315-732-9281 x 14

• Download presentation

• Free consultation & reports – visit:

Site-Seeker.com/hardi