David vs. Goliath: How content marketing evens the playing field
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Transcript of David vs. Goliath: How content marketing evens the playing field
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Henrico Business Leaders September 2015
David vs. Goliath
How content marketing can even the playing field for small brands
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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?
How has marketing changed?
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!
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.
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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.
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
Content marketing levels the playing field
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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?
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How Do People Search?
1. Cost
2. Problems/Symptoms
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion
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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.
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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.
The new approach to selling is education
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.
B2B Example 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
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
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Website Sales Funnel A customer searched for video cameras
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Website Design & Development
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Website Design & Development
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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.
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Is it working? Success Metrics
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Sign up for our newsletter for free content marketing tips It’s easy! 1. Give us a business card 2. Go to impression-
marketing.com/about 3. Send email to
4. See Howard after the meeting.
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Appendix
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Where to promote B2B?
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Where to promote B2C?
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Best tactics?