Upload
shane-redding
View
1.261
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Discover top tips for creating online engagement using video, whitepapers and thought leadership
Citation preview
Creating customer engagement using relevant content
Shane Redding
Cyance
In this session
• What do you do now?
• What do your prospects and customers want?
• 5 Top Tips
• 3 mini case studies
Do you stand out from the crowd?
Top Tips
1. Remember its all about THEM not you! i.e. Research for Relevance
• industry
• where in the buying cycle
• & PERSONAL needs/wants/emotions
so can you feed their…
Needs/wants/emotions?
Use great copywriting skills for compelling content = What’s in it for me?
– Safety– Ease– Greed– Power– Ego
Pay for excellent copywriting! See
www.copywritingthatsells.com
Top Tips
2. Match Content to their journey with you• Audit – do you do this or are they
stuck in a vicious cycle?• As they move closer to you can offer
more about you (products/services)• Remember customer content is king
(case studies, endorsements, brand ambassadors)
Top Tips
3. The vehicle enhances the message• Want to appear innovative – then use new media
appropriate to your Target e.g. www.cyancecensus.com
• YouTube now 2nd main search tool after Google for b2b
• but beware some CIO will block access to video• Video must be produced to high quality• Set up your own You Tube Channel
Top Tips
4. 3 R’s: Reformat, Recycle, Reuse• Will save you £££s• Provides consistency – stay on brand,
deliver what you promise• What have you already got? Start with
content audit: marketing, sales, logistics, PR, partners
• Create a searchable content library
Some ideas: Reuse
Use past media coverage for content in lead nurturing emails – make sure its relevant
• If a prospect has enquired about a product and it’s recently won an award send “why we won and you could be a winner too”
• Reuse executive interviews, or media presentations using industry leadership to people who have registered for those topics
• Signpost clearly using social mediaYou will increase open rates and conversions
Some ideas: Repurpose
Just how much exec time is spent creating slide presentations that have a one off life?
• Have a strategy for repurposing content delivered in person e.g. put on slideshare.net, load to website, use rich media, create podcast or video, promote with social media
• You can piggy back both your customers brands as well as other endorsements
• Case Study: Earnest
Case Study: Earnest – Vital statistics for b2b marketers
How to stand out as a new and unknown b2b agency?
• Already researching social media to better understand their market and use for clients
• Existing blog not getting much traction
Earnest – Vital statistics for b2b marketers
Objectives:
• Raise Earnests profile
• Use video to showreel strategic and creative prowess
• Optimise online presence
• And .. generate new business
Earnest – Vital statistics for b2b marketers
Targets:
• 1000 videos in 6 weeks
• 30% increase in twitter
• 20% increase in av weekly website visits
• 20% increase in inbound links
• 2 new business opportunities
The Video
http://www.youtube.com/watch?v=nXQdy-22TXM
http://earnestagency.wordpress.com/2010/09/14/vital-statistics-for-b2b-marketers-%E2%80%93-the-case-study/
The Results• 13,860 views to date!• 50 new YouTube channel subscribers• 110 mentions on Twitter• 220% increase in weekly visits to Earnest blog• 30% increase in weekly website visits to their corporate site:
http://www.earnest-agency.com• Inbound links to blog up 125%• Over 25 blog posts by respected commentators covering the video• Significant improvement in natural search performance (e.g. always
top 3 in organic search results for ‘b2b statistics’)• 3 new business opportunities (including US Fortune 500 tech
company – just waiting for a PO number before we kick the work off!)
• Video is now being used as course material at Rutger University mini-MBA programme on Social Media in the US
Some ideas: Reuse
Testimonials are like gold – difficult to dig out but SO valuable (people trust people, now more so than ever)
• Use them in your content at the right time in the buying cycle, can be the tipping point
• Engineer content from client events – short to camera pieces
• Create microsite with video testimonials, use in linked emails
• Can repurpose in offline ads
Some ideas: recreate
• Turn boring into fun
• Product demos are idealhttp://www.rm.com/_RMVirtual/Media/AudioVisual/RM_Mobile_ONE_tests_low.wmv
Some ideas: Recycle
Take standard content and top and tail with customised content for different vertical sectors
• Testimonial (written or voice)• Expert opinion (benchmarking/ surveys)• Key takeaways as audio summary• Respected media partner (content/distribution)
Does it work? Management consultant BearingPoint• Tripled conversion rates adding podcast to white paper• 18% of listeners downloaded more than one podcast• Better qualified leads
Top Tips
5. Maximise your Lead capture• Information exchange culture• Build up data collection as prospect goes through
lead nurturing cycle – so they will see benefit• Create download (knowledge) centres• Set up permission centres• Use advanced lead tracking tools such as
www.webforensics.co.uk to identify companies who didn’t complete a registration form (can populate directly into salesforce with a lead score)
Setting up a knowledge centre
• Requires long term commitment – (2 year min) budget and resource
• Excellent processes supported by robust technology (ideally integrated CMS, CRM database, web analytics and conditional content Email)
• Why do it?
Cushman and Wakefield
• Leading international commercial property developer
• Highly competitive market• Little/no knowledge of complex DMU
outside of sales people• Sales Cycles of 5 years + with million £
deals• Had invested in new technology
What they did
• Decided to target 2 key audiences: journalists, and existing clients
• Strategic Objective: position Cushman and Wakefield as the industry thought leader globally
• Tactical: capture data on customers and prospects through launch of a knowledge centre
• Challenge – info was previously freely available with no need to register
The results
• Launched in 2007, month 1 generated 6,701 new registrations
• Database today stands at over 35,000 (larger than vertical media owner!)
• 75% opt in to emails• 86% increase in doc downloads• Full case study
http://www.concepglobal.com/case-studies/property
Permissions
• Try and think about it from your prospects point of view (Seth Godwin) www.permission.com
• Microsite where prospects/customers manage what they want from you: topic, media, frequency
• Make sure you are on brand in tone of voice in your privacy statement
• http://www.davechaffey.com/E-marketing-Insights/E-mail-marketing/E-permission-marketing
Selection of clients
© Cyance Limited 2011