Marketers start thinking like a publisher and socializer
-
Upload
reed-overfelt -
Category
Marketing
-
view
105 -
download
0
description
Transcript of Marketers start thinking like a publisher and socializer
![Page 1: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/1.jpg)
Reed Overfelt
MARKETERS:
START THINKING LIKE PUBLISHERS &
SOCIALIZERS
![Page 2: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/2.jpg)
![Page 3: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/3.jpg)
Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking. Today’s approach:
“GET FOUND” when they are looking.
![Page 4: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/4.jpg)
That means you need to be here…
![Page 5: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/5.jpg)
…and here
![Page 6: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/6.jpg)
…and here
![Page 7: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/7.jpg)
…and here
![Page 9: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/9.jpg)
HOW?
![Page 10: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/10.jpg)
thinking like a
marketer or
advertiser…
![Page 11: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/11.jpg)
…START thinking
like a publisher and
socializer.
![Page 12: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/12.jpg)
Understand
your buyer! 1
![Page 13: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/13.jpg)
Have unrelenting demands on their
time
Spend most of their day in meetings
Hate being pitched
Need to sell decisions internally
Trust their peers and inner circle
Are very quick studies
Understand why executives are different
![Page 14: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/14.jpg)
Return on time invested
Outcomes-based content and
conversation
Prescriptive value and case-based
discussions
Peer input and relationships
Connection to experts and high-value
thinking
And what executives value
![Page 15: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/15.jpg)
Outline your basic
buying cycle!
1
2
![Page 16: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/16.jpg)
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
![Page 17: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/17.jpg)
Map your content
to your buying
cycle!
3
![Page 18: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/18.jpg)
Conversion is a process, not an event.
![Page 19: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/19.jpg)
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
DEMOS
eNEWSLETTER Q&A
EBOOKS ARTICLES
STEP-BY-STEP
WEBINARS
DEMO
VIDEOS
FAQ
SHEETS
DATA
SHEETS
ANALYST
REPORTS
ROI CALCULATORS
FEATURE
GUIDES
Q&A
WEBINARS
TREND
REPORTS
STEP-BY-STEP
EBOOKS
CASE
STUDIES
CUSTOMER
TESTIMONIALS
PRICE
GUIDES
CHECKLISTS
![Page 20: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/20.jpg)
Create an editorial calendar
4
![Page 21: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/21.jpg)
People process information better in bite-sized chunks.
![Page 22: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/22.jpg)
Schedule your content a little bit at a time…
Content Progression Schedule Outcome
Email industry trend report Day 1 Open, Share, Download
Publish industry trend report messages to Twitter, Facebook Pages, and LinkedIn
Groups
Day 1, 5, 7, 10, 13, 15, 21,
22, 23, 24, & 25 Share , Download
Send weekly e-newsletter Day 7 Open , Share
Send weekly e-newsletter Day 14 Open, Share
Send personal invitation to attend industry trend webinar Day 20 Attend
Publish industry trend webinar messages to Twitter, Facebook Pages, and LinkedIn
Groups
Day 20, 22, 24, 26, 27, 28,
29, & 30 Share, Attend
Send weekly e-newsletter Day 23 Open
Send link to recorded industry trend webinar Day 30 View
Publish industry trend webinar recording messages to Twitter, Facebook Pages, and
LinkedIn Groups
Day 30, 32, 34, 36, 38, &
40 Share, Listen
Send weekly e-newsletter Day 30 Open
Personal invitation to attend product demo webinar Day 60 Attend, Convert
Publish product webinar messages to Twitter, Facebook Pages, and LinkedIn Groups Day 60, 62, 64, 66, 68, 70,
71,72, 74, &74 Share, Attend, Convert
![Page 23: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/23.jpg)
Create amazing content your buyers care about!
5
![Page 24: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/24.jpg)
Your target buyers have interests, problems, questions.
Speak to them!
![Page 25: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/25.jpg)
Tip #1
Get to the point.
![Page 26: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/26.jpg)
Tip #2
Make it matter.
“THE FUTURE DEPENDS ON
WHAT WE DO IN THE PRESENT.”
-Mahatma Gandhi
![Page 27: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/27.jpg)
Tip #3
Tell stories.
![Page 28: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/28.jpg)
Tip #4
Push beyond the normal.
![Page 29: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/29.jpg)
Optimize your content for your buyer & search engines
6
![Page 30: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/30.jpg)
On average, 8 out of 10 people read a headline.
![Page 31: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/31.jpg)
But only 2 will decide to read the full copy.
![Page 32: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/32.jpg)
of online users first use search engines to look for services and products
92%
![Page 33: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/33.jpg)
f(n) = Authority + Relevance
Ranking Algorithm
Off-Page SEO On-Page SEO
![Page 34: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/34.jpg)
Publish and socialize your content in the right places
7
![Page 35: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/35.jpg)
?
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 36: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/36.jpg)
Channel #1: Blogging
![Page 37: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/37.jpg)
![Page 38: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/38.jpg)
![Page 39: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/39.jpg)
![Page 40: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/40.jpg)
Blog, and blog often.
![Page 41: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/41.jpg)
Channel #2: LinkedIn
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 42: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/42.jpg)
![Page 43: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/43.jpg)
![Page 44: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/44.jpg)
LinkedIn is a must
for B2B marketers.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 45: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/45.jpg)
Channel #3: Facebook
![Page 46: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/46.jpg)
![Page 47: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/47.jpg)
![Page 48: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/48.jpg)
![Page 49: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/49.jpg)
Facebook is an effective B2B
marketing tool. It’s just not
as good as some of the
others (yet!). Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 50: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/50.jpg)
Channel #4: Twitter
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 51: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/51.jpg)
SOURCE: EMARKETER, APRIL 2011
![Page 52: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/52.jpg)
![Page 53: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/53.jpg)
![Page 54: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/54.jpg)
![Page 55: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/55.jpg)
Twitter = influence. Start tweeting relevant, original
content you want to be shared!
![Page 56: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/56.jpg)
Channel #5: Paid Search
![Page 57: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/57.jpg)
Paid search is a great way to get your content found fast.
Organic is still best long term!
![Page 58: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/58.jpg)
Channel #6, 7 & 8: Google+ Pinterest Instagram
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
![Page 59: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/59.jpg)
Keep score and measure everything!
8
![Page 60: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/60.jpg)
If you cannot measure it, You cannot improve it.
- Lord Kelvin
![Page 61: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/61.jpg)
14%
Conversion
Rate
22%
Conversion
Rate
32%
Conversion
Rate
25%
Conversion
Rate
9%
Conversion
Rate
Landing Page
Social Media Social Media Email Organic PPC Display
![Page 62: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/62.jpg)
8 Measure Everything
7 Publish and Socialize
6 Optimize Your Content
Create an Editorial Calendar 4
Map Your Content 3
Understand Your Buyer 1
2 Outline Your Buying Cycle
Create Amazing Content 5
Let’s recap
![Page 63: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/63.jpg)
ARE YOU READY TO
YOUR COMPANY?
GROW
CONNECT WITH ME TODAY
http://www.linkedin.com/in/reedoverfelt
![Page 64: Marketers start thinking like a publisher and socializer](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7fafc4a7959d93f8b45dd/html5/thumbnails/64.jpg)
• Slides 3 & 4: Source: Marketo Report “The Ultimate Revenue Engine”
• Slide 11: Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 12: c/o http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
• Slide 13 - PImage source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 14 - Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slides 16-20- Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart
• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
• Slide 23 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
• Slide 24 - FullQuota
• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration
• Slide 27: Courtesy of psdgraphics.com
• Slide 28; Public Domain: http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg
• Slide 29: Purchased at Dreamstime.com: http://www.dreamstime.com/terms
• Slide 30: Purchased at Dreamstime.com: http://www.dreamstime.com/terms
• Slide 31: Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 36: Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 37: Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 38: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
• Slide 39-41: Hubspot: State of Inbound Marketing Report 2011
• Slide 42:from Microsoft clipart + YMKM Agency LLC illustration
• Slide 43: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
• Slide 44 & 45: Hubspot: State of Inbound Marketing Report 2011
• Slide 46 & 47: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
• Slide 48: Source: COMSOURCE, FEBRUARY , 2011
• Slide 49 & 50: Hubspot: State of Inbound Marketing Report 2011
• Slide 51: courtesy IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon
• Slide 52: urtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
• Slide 53: Source: EMARKETER, April 2011
• Slide 54-56:Hubspot: State of Inbound Marketing Report 2011
• Slide 57: Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
• Slide 58: Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 60: Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 62:Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
• Slide 63: Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages
Image Sources