Content Marketing certification project for Instant E Training, 2013
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Transcript of Content Marketing certification project for Instant E Training, 2013
INSeRT Team NAMe
Instant Social Solutions
Team 3: Patrick DodgeRiyaz Shaikh
INSeRT Team NAMe
Who We Are…
aspirations of their customers.
Instant Social Solutions is about affinity and connectivity, linking the passion that drives business owners to the
Our clients: SMB’s1. Great at building relationships. 2. Hungry for growth!
Instant Social Solutions | social media | search engine marketing | SEO | online marketing
INSeRT Team NAMe
Business & Content Objectives Business Objective: our content will generate 60 qualified leads a month, out of which our sales team is expected to close 10 new clients. Our efforts should meet these standards by our tenth month of steady content production and distribution.
Content Objective: ISS will educate and inspire SMB’s on winning customers using integrated, or “drip” marketing tactics. Focus on actionable tips on connect with customers in new ways.
INSeRT Team NAMe
Competitive Summary
Aim Clear is most formidable with a bounce rate of 19.5% and 9.5 page views per user (last three months). Average time on site was 10:57.
Likeable and Social Katy both had higher bounce rates (49%+), fewer pageviews (less than 2), and average of 2 minutes per user on site.
Each one leverages social and search signals effectively. Top sites linking in include Google, LinkedIn, Facebook, Twitter, hostgator, seomoz.
They all over-index with young adults age 25-34 years old, college educated, no kids, browsing from work. They are not as strong in other age groups.
Greatest opportunity for ISS is in persona targeting.
Middle managers and CEO’s are underserved.
INSeRT Team NAMe
Unique Selling Point: No Secret Sauce!There are lots of agencies that specialize in “smoke and mirrors” marketing, where only the most hyper-connected people understand what they do. Not us. We believe no strategy works unless your whole team buys in.
Everyone on your team will understand what the strategy is and what the desired result will be.
We save the digi-babblefor our lunch room,
where we eat burgers
…with no secret sauce.
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Who Needs Us? Personas: Debra, CEO
Mark, Sales & Marketing Manager Jeff, Account Executive
Pain: Debra – profits are slowing. Expenses increasing Mark – Needs more revenue from sales team. Jeff – Commission suffering.
Goals: Debra – build value in the company. Mark – increase revenue. Earn $$$. Jeff – Earn $$$. Keep Mark off his back!
Brand Objectives: ISS will create an inbound strategy that streamlines sales efforts through content, improves lead quality and scoring through marketing automation, and establish new relationships with the buying public through social channels. The results will bring fatter paychecks to the sales staff, greater revenue streams for management, and a stronger balance sheet for the company.
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What Do They Want to Know? Evergreen Content Title Content Type Keywords Competitive SourceHow do I market my business online? blog post/infographic marketing business online High Google Searchhow to get customers through social media blog post/white paper online High Google Searchwhat is the best small business marketing ideas blog/video/white paper small business, marketing Med
You Tube
small business owners online marketing frustrations blog post/video
small business internet marketing High
Google Discussions
close more sales using online marketing blog/info/video online marketing Med You Tube
SeasonalTitle Content Type Keywords Competitive Sourcemarketing during the holiday season
how do I market my business at christmas blog/infographic market, business LowGoogle Discussions
holiday online marketing strategies blog/info/video online marketing, MedGoogle Discussions
small business summer tips blo/infographic small business Med You Tube
Just-In timeTitle Content Type Keywords Competitive Sourcehas hurricane (name?) hurt your business? blog/video Business Low Google small business hurricane planning blog/info/white paper small business Low Yahoo Answers
INSeRT Team NAMe
SEO Strategy
SeLong-tail queries about ways to connect with customers online.
URL: InstantSocialSolutions.com
Breadcrumbs: Search Engine Optimization, Advertising on Social Media
Heading: How you can build an site traffic using social media.
Meta-Tag: How small businesses build an audience using social media.
Site nav links: text, navigation buttons
Vertical page interlinks (breadcrumbs)Horizontal (embedded text links)
Title Description: How small businesses can build an audience using social media.
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Content Creation & Distribution CEO & Sales Managers
Blog posts
White papers
Research and reports
Webinars – Brown Bag Wednesdays
“Authoritative, but approachable”
Keywords: “small business” “leads”
http://instantsocialsolutions.wordpress.com/2013/07/24/how-do-i-get-more-quality-leads-for-my-small-business/
INSeRT Team NAMe
Content Creation - Graphics
INSeRT Team NAMe
Sales & Support Staff
Blog posts
Video
Memes
Infographics
Podcasts
Content Creation & Distribution
“fun, slightly irreverent”
INSeRT Team NAMe
Content Analytics
So as mentioned in the previous slides we will be creating and distributing various content targeting the personas. In this and the slides to follow we will analyze the effects of this distribution and decide call to action upon content being discovered or not being discovered.
• We used different medium to market our content.
Emailer: Send content via emailer using a third party analytic tool (ReadNotify.com)
Twitter: Use Bitly Links for analysis LinkedIn: Spread content via LinkedIn features like presentation,
images and Videos and use LinkedIn’s inbuilt Analytic tool Facebook Fans: Announce new content to encourage shares and
Likes and use Face book's insight app for analytics Google Analytics: After content distribution, all in bound traffic can
be monitored using Google analytics
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Analytics Dash Board -1
Website
Blog Post /Landing Page Google Analytics**
Call to Action
Email Follow ups Cost per clicks
Content Distribution
Email Analytics Social Media
Analytics
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Analytics Dash Board - 2Email Analytics Data
Twitter Analytics
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Analytics Dash Board -3Facebook Analytics
LinkedIn Analytics
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Analytics Dash Board -4
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Analytics Dash Board -5
INSeRT Team NAMe
Call to ActionDifferent Types of Call to Action Include :
If goal has been met on Google Analytics, then qualify the lead and pass it on to the sales team.
Emailer’s should be monitored for link clicks on real time basis. If a link has been clicked, then a follow up email action is necessary to start the lead qualification process
On the website if a particular blog post has been commented on or downloaded (template etc.), it should immediately be followed up with a comment action or a phone call
Social Media should be acted upon for tweets, new connections on LinkedIn and share acknowledgement on face book.
INSeRT Team NAMe
Presentation by Patrick Dodge & Riyaz Shaikh (Team 3)
Questions??