Større salg med Pull marketing:Brug 60% mindre på leads og kunde erhvervelse

The Bad News

Traditional Marketing Is Hard

800-555-1234AnnoyingSalesperson

WebSite

Nyhedsmedier (presse)

Twitter

Facebook

PrissiderYouTube

SEO

Blog

Site

Blog – X3

Sociale medier –X5

Seo X2

Ad Words

Traditional Marketing Is Hard

The Market Is Here Now

The Great News…

2011 2012

Producerer vi jevnligt godt indhold eller

ekstraordinært godt indhold?

Optimerer jeg mit indhold til SEO og sociale medier ?

Promovere jeg indhold via all kanaler,

inkluderende social media?

Konverterer alle de besøgende jeg faktisk

kan?

Analyserere jeg mine resultater, så jeg kan

optimere?

Stop med at tænke som en markedsførre eller

forretningsmand.

Begynde at tænke ”forlag”, Socialiser &videnskabsmand.

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Analy

ser

Kend dit publikum

Define your ‘Persona’•Hvad er deres mål og ambitioner?

•Hvad der motiverer og inspirerer dem?

•Hvad er deres problemer / smerter / forhindringer?

•Hvordan de bruger information (on-og offline)?

•Hvad / hvem har indflydelse på deres købsbeslutninger?

•Hvad er vigtigt for dem?

19

Draw People Down the Funnel

20

SUSPECT: suerfer bare, tiltræk mig

PROSPECT: Kendskab

LEAD: InteresseNurse og kontakt

1) Der er forskellig kontakt I hver fase2) Der er forskellig interesse I at dele kontakt oplysninger I hver

fase

Publish Everything• Blog• Podcast• Videos• Foto• Præsentation• eBooks• Webinars• Nyheder

Grow Traffic with Remarkable Content

• Blogging Attracts More Visitors

57% af viksomheder der

Blogger har modtagetIndkomst fordi de

blogger.

More Content = More Leads & Sales

• Blog More to Increase Results

Getting Found

Producer

Optimer

Promover

How Do You Get Links?

Producer indhold man vil linke tli…

Blogging Attracts Inbound Links

I hvilken retning går SEO

Where Everyone Else is Going

SEO in 2011 & Beyond

On-Page Off-Page

+ +

Social Graph

Producer

Optimer

Promover

Listen & Engage

• Social Media Monitoring … • Twitter • Facebook Diskussioner• LinkedIn Answers• Hvad er relevant over for jeres kunder?

Content is King Across Channels

“More brands are trying to work out how to drive their social strategies …

Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”

-Bruce Daisley, UK Head of YouTube & Google Display

IBM Social Computing Guidelines1. Know and follow IBM's Business Conduct Guidelines.2. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any

other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.

3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.

4. If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

5. Respect copyright, fair use and financial disclosure laws.6. Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business

performance or other sensitive matters publicly.7. Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to

the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.8. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be

acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

9. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.

10. Don't pick fights, be the first to correct your own mistakes.11. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and

what you publish may reflect on IBM's brand.12. Don't use use IBM logos or trademarks unless approved to do so.

Indhold til en hver kunde

Make Sharing Easy

$

Tweet

Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel

Blog Post

Email from Website Form

...we have a free tool, can you mention our website and product?...

Joint effort discussion

We’ll mention you, you mention us

Partner Links

Mention in NewsletterUnique Hubspot tokenized URL

Traffic to Orchestra.com

Web Lead via CTA

Lead Source: Newsletter via Hubspot Token

How Can Sharing Deliver Leads?Angager jer med kunderne i en hver fase

Blogs & Social Media Drive Real Sales

More Cost Effectively than Traditional

41

Kvalificert trafik genererLeads og nye kunder

Genkender du dette ?

42

Give Visitors Direction

700+ Landing Pages

Blog indholdHjemmeside

Don’t Distract from Conversion

44

Begrænsetnavigation

KvikDetalje

Share links Så folk promoverer jeres side

Bullet points

Understøttende billede

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Analy

ser

Bliv en marketing specialist

Find sider der passe jeres segment

Hvem er erhvervsleder

Web 2.0 gennemtrængning

Courtesy of HubSpot Customer:

Qualitative: Blog & Brand-Social ReachDe innovative lederes status

Quantitative: Overall Reach

Mål på Traffik, Leads og Salg

Invest More in What Works … Inbound

Andre markedspladser…

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