Transcript of David vs. Goliath: How content marketing evens the playing field
Impression-Marketing.com
Henrico Business Leaders September 2015
David vs. Goliath
How content marketing can even the playing field for small brands
Impression-Marketing.com
St. Joseph’s Villa, Oyster Consulting, Commonwealth Dermatology, G2 Orthopedics, & Mid-Atlantic Controls All of our Richmond clients operate in Henrico, including: Richmond Alarm, Colon & Rectal Specialists, Better Kitchens & Baths, Moseley Electronics, Habitat for Humanity
Clients with offices in Henrico
How has marketing changed?
More has changed in the last 5 years in advertising and marketing in the last 100. It used to be you’d buy space and tout your products advantages. We shouted at consumers and competed for their attention. So what has been the catalyst for this change?
Presenter
Presentation Notes
More has changed in the last 5 years in advertising and marketing in the last 100. It used to be you’d buy space and tout your products advantages. We shouted at consumers and competed for their attention. So what has been the catalyst for this change?
How has marketing changed?
The internet. Consumer buying habits have changed. Technology has evolved. Advertising had to change to be effective.
Presenter
Presentation Notes
The internet. Consumer buying habits have changed. Technology has evolved. Advertising had to change to be effective.
How has the internet changed advertising?
The consumer is in charge!
Presenter
Presentation Notes
Consumers are in charge. They choose which brands to engage with.
How has the internet changed advertising?
Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.
Presenter
Presentation Notes
Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.
Impression-Marketing.com
The Purchase Process
That's how far the average buyer is through the purchase decision process before engaging a sales rep
Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.
Presenter
Presentation Notes
Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.
What is Content Marketing?
• Articles/Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Website pages
Presenter
Presentation Notes
Also referred to as inbound marketing. Content is the blog posts, videos and any information you put out there to educate your consumer. Content marketing is providing information your target market wants or is currently looking for.
Content marketing levels the playing field
Presenter
Presentation Notes
In today’s market, size doesn’t always matter. The new marketing, called content marketing or inbound marketing, has leveled the playing field.
Impression-Marketing.com
How have your shopping habits changed?
How do you shop?
Let’s start with how you have changed in how you make purchases for both goods and services. Let’s say you are buying a refrigerator. How many of you would call and ask for a company brochure for a samsung refrigerator? Where do you start? So if your buying habits have changed, do you think your customers have adjusted theirs?
Presenter
Presentation Notes
Let’s start with how you have changed in how you make purchases for both goods and services. Let’s say you are buying a refrigerator. How many of you would call and ask for a company brochure for a samsung refrigerator? Where do you start? So if your buying habits have changed, do you think your customers have adjusted theirs?
Impression-Marketing.com
How Do People Search?
1. Cost
2. Problems/Symptoms
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion
Presenter
Presentation Notes
So how do people search? No one wants to address cost. They want to be “in front of the customer first”. Well that’s not the way the consumer wants it. If you don’t address cost on your website, you won’t be on the radar at all.
Impression-Marketing.com
What is Google’s goal?
Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.
Presenter
Presentation Notes
Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.
Impression-Marketing.com
How to find out matters to your customer?
Your customers are asking questions.
Are you answering?
To find out what matters to your target market, all you have to do is listen to what they are asking. If they are asking you, that’s what they are typing into Google. Simple as that. So content marketing is more about providing information to the consumer at precisely at the point of purchase they are in.
Presenter
Presentation Notes
To find out what matters to your target market, all you have to do is listen to what they are asking. If they are asking you, that’s what they are typing into Google. Simple as that. So content marketing is more about providing information to the consumer at precisely at the point of purchase they are in. It all starts with search. And answering questions the consumer can find themselves. Sure you want to get in front of them and tell them all about it! But they have to be ready to hear you.
The new approach to selling is education
Presenter
Presentation Notes
Example: There is a pool company called River Pools & Spas. And the owner, facing a total business meltdown in 2008, decided to dedicated each night of the week to answering customer questions about fiber glass pools. After a month, traffic picked up on his website. Then he started getting calls for pools. One of the posts was about “how much does a fiber glass pool cost?” That post today has brought in over 2.5 million dollars in revenue
The new approach to selling is education
2.5 million dollars
Example: There is a pool company called River Pools & Spas. And the owner, facing a total business meltdown in 2008, decided to dedicated each night of the week to answering customer questions about fiber glass pools. After a month, traffic picked up on his website. Then he started getting calls for pools. One of the posts was about “how much does a fiber glass pool cost?” That post today has brought in over 2.5 million dollars in revenue.
Presenter
Presentation Notes
One blog post. How much did that cost him? Some of his time.
B2B Example A potential customer searched for “companies that install tridium control systems in richmond va
Presenter
Presentation Notes
A potential customer searched for “companies that install tridium control systems in richmond va
The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs
Presenter
Presentation Notes
The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs
B2B First Week Results
B2B Short Term Results
• They’ve closed $35,000, which has a phase II component that will result in additional revenue
• Two leads have come in related to Church facilities
• One lead came in from a military base in DC
• In addition, they’ve had an application for a field installer job
Presenter
Presentation Notes
Since a late February launch, they’ve seen new activity as a result of the new website and it’s more educational focused content
Impression-Marketing.com
Website Sales Funnel A customer searched for video cameras
Presenter
Presentation Notes
A customer searched for video cameras
Impression-Marketing.com
Website Design & Development
Impression-Marketing.com
Website Design & Development
Impression-Marketing.com
Blog Strategy Funnel
Brainstorm Write CTA* Publish Track
Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.
Presenter
Presentation Notes
Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.
Impression-Marketing.com
Is it working? Success Metrics
Presenter
Presentation Notes
Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.
Impression-Marketing.com
Sign up for our newsletter for free content marketing tips It’s easy! 1. Give us a business card 2. Go to impression-
Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.
Impression-Marketing.com
Where to promote B2B?
Presenter
Presentation Notes
We focus efforts on digital content marketing which means we are focused on providing information your target market wants or is currently looking for. Youtility
Impression-Marketing.com
Where to promote B2C?
Presenter
Presentation Notes
We focus efforts on digital content marketing which means we are focused on providing information your target market wants or is currently looking for. Youtility
Impression-Marketing.com
Best tactics?
Presenter
Presentation Notes
We focus efforts on digital content marketing which means we are focused on providing information your target market wants or is currently looking for. Youtility