Getting the Message Out - Social Media and Content Marketing Tips and Tricks, as presented by Maria...
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Transcript of Getting the Message Out - Social Media and Content Marketing Tips and Tricks, as presented by Maria...
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Getting the Message Out – Social Media and Content Marketing Tips and Tricks
Maria Pergolino@inboundmarketer
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Maria Pergolino
Director of Marketing, Marketo
Author of The Definitive Guide to Social Media
Frequent Blogger and Speaker
Salesforce Certified Admin
Presenter
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In this session, you will learn about:
Creating Content that Sells
Creating a Content Map
Optimizing Content for Search
Repurposing Content
How to Succeed with Little or No Content
Objectives
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Why do I need content?
Nurturing
Lead Solution
Scoring
Risk Mitigation
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What is Content?
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ArticlesBlog PostsBooks/eBooksBrochures/manualsCase StudiesEmailImagesInformation GuidesMicrosites/Web PagesOnline CoursesPodcasts/Videocasts
PresentationsPress ReleasesProduct Data Sheets Reference GuidesResource LibrariesRSS/XML FeedsVideosWebinars/WebcastsWhite PapersWidgetsWorkbook
Types of Content
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Content Consumption
Source: Techtarget + Google
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1. Non Promotional
2. Relevant to Reader
3. Closes a Gap
4. Well-Written
5. Relevant to Your Company
6. Gives Proof
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Promotion, Promotion, PromotionEmail + Lead Nurturing
Social Media
Content Syndication
Press
Search Engine Marketing
Website
Sponsorships
Events
Good content is not enough
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When To Ask For Registration?
Example: SiriusDecisionsEarly StageThought leadership and best practices to build brand and awareness
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
Six: Making the Selection
Five: Justifying the Decision
Four: Committing to a Solution
Three: Exploring the Possible Solutions
Two: Committing to Change
One: Loosening of the Status Quo
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Short Form (5 fields)
Conversion rate: 13.4%
Cost per: $31.24
Medium Form (7 fields)
Conversion rate: 12.0%
Cost per: $34.94
Long Form (9 fields)
Conversion rate: 10.0%
Cost per: $41.90
Forms: Ask Only What You Really Need
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Test, Test, Test
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Content Mapping
A
B
C
D
1 2 3Stages
CONTENT1. Map your existing content
2. Blank cells determine your content roadmap
3. Short content is good! (YouTube approach)
4. Test and optimize
5. Start small, think big and adapt quickly
BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
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Use for easy reference
Note created date
Label by role, category, gated, author, etc.
Keep track of copyrights or other dated info
If 1000’s of assets consider a more formal system
Content Library
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Content Optimized for Search
Plus: • Keywords• Meta Descriptions• Title Tags
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Social Content
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Social Media Networks
Blogging
Microblogging
Social networks
Online video
Presentation and Document sharing
Widgets
Bookmarking
Podcasting
Social CRM
Photo sharing
More+++++
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Campaign Integration
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Social Sharing:Customized E-mails and Landing Pages
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Social Validation:A Closer Look
Adds transparency and credibility
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Developing a B2B Social Media Policy
How do you define social media?
Ground rules for participation – Who will participate and how?
Importance of confidentiality
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Social Media Monitoring (“Listening”)
Start by monitoring the most popular social media sitesMake best use of alertsAs activity increases consider using 3rd party tools
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Developing a B2B Social Media Plan
WHO: Who are you targeting?
HOW: Which social media tactics will you employ and how will you measure success?
WHAT: What goals or objectives do you want to accomplish and what are the action items?
Search Social Media Template on the Marketo Website for a sample of mine!
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Pitfalls to Avoid inSocial Media
Don’t dive in until you’re ready
Don’t be a big brag
Don’t be afraid to try it because the metrics are new and different
Don’t treat social media like advertising or try to do what B2C is doing (you aren’t Pepsi)
Don’t assume every social media tool is right for you
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Social Media Lead Scoring
Capture originating sources and score on these interactionsRequire higher scores for leads in social media before passing to salesIncrease or decrease scores based on what a prospect is saying in social media
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Demographics: 30 points based on manual Prospect review 0-8 points based on title -20 to 0 based on inferred country
Source and Offer: Website lead source: + 5 Thought leadership offer: -5
Latent Buying Behavior: Attend webinar: +5 Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: -10
Active Buying Behavior: Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8 Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5
No activity in one month: Score > 30: -15 points Score 0 to 30: -5 points
Sample Scoring Rules
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Social Media Across The Revenue Cycle
Seed Nurturing: Developing relationships with early-stage prospects before they enter your database
Lead Nurturing: Building and maintaining relationships with known prospects as they educate themselves
Customer Nurturing: Deepening and expanding relationships with existing customers
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Lead Nurturing & Social Media-Marketing Automation
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IDEABlog posts
Testimonials
3rd party content
Product documentation
Fact sheets
Demo offers
3rd party sources
Nurturing without Content
EXAMPLEYours or others
Success Story
Analyst, Press, Paid
Benefits, Guides
Best Practice Document
Amazon $50
Salary info, upcoming events, etc
Key to Success: What is important to my reader?
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Repurposing Content
• Use all types for nurturing and scoring
• Use all types to drive traffic to your website and in social media promotions
ARTICLE
WHITEPAPER
SLIDES
VIDEO CLIP
PODCAST
• Website• iTunes
• Website• Youtube
• Website• Slide Share
• Website• Blog• Guest Blog
• Website• Slideshare• Sribd
Webinar
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Content from my ContentMarketing White Paper
Some content repurposed from a webinar in August for Marketo customers
2 Slides taken from Definitive Guide to Social Media Webinar
Also, used same content to create 2 September blog posts
Example of Repurposed Content
< This Presentation >
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3 Rs:
Content Optimization
Reorganize
Rewrite
Retire
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Check out these resources:
Content Creation for Demand Generation
Content marketing resources:
Content Marketing Institute
Alltop Content Marketing
ClickInsights
Vendors/Services Mentioned:Definitive Guides: Velocity Partners
Webinar Editing: MindYourMedia
SEO, TopRank Online Marketing
PPC, Enquiro
Resource Center: Flickerbox
Content Creation: Junta42, Avitage
For More Information
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Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2312Mob: +1.415.710.2008
blog.marketo.comwww.marketo.com
Maria PergolinoDirector of Marketing
[email protected]@inboundmarketer@marketo
Contact Me
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Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential