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This is a presentation I did for the CPMR course in January of 2013, at the University of Texas, Austin. In this presentation I step independent manufacturer's representatives through the landscape and concepts of Inbound Marketing and appropriate uses of social media tools.
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The Funnel
The New Funnel
The New Funnel
What is Social Media?
A Personalized Media Channel
Social Media Landscape
Social Business
Inbound Marketing
The art of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content customers value.
Inbound Marketing
• Attract traffic• Convert visitors to leads• Convert leads to sales• Turn customers into repeat higher margin
customers• Analyze for continuous improvement
Inbound Marketing
Inbound Marketing
Inbound Marketing
Landing Page
Landing Page
The 2012 State of Inbound Marketing
Inbound Marketing Budget 2012 vs. 2011
Higher47%
No Change42%
Lower11%
89% of companies are either maintaining or increasing their Inbound marketing budgets.
HubSpot 2012 State of Inbound Marketing
Among the 47% of respondents with increased budgets, the most commonly cited reason was “past success with inbound marketing.”
Inbound Marketing – Takeaway #1
HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #2
HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #3
HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #4
HubSpot 2012 State of Inbound Marketing
Inbound Marketing – Takeaway #5
HubSpot 2012 State of Inbound Marketing
Cost of a Lead
HubSpot 2012 State of Inbound Marketing
We’re in a “People” Business
“All things being equal, the rep who shows up is usually the one who gets the PO.” – Bob Trinkle
“All things being equal, the rep who shows up is usually the one who gets the PO.” – Bob Trinkle
Internet Usage - Americas
Facebook - by the Numbers
• There are 170 million Facebook users in the US, representing 55% of the population, and 74% of all online users.• Facebook users spend an average of 16 minutes a day on the site.
• 25% of all content shared on The Internet is done through Facebook.
• Facebook is responsible for26% of all referral traffic.
User age distribution on Facebook in United States
Twitter – by the Numbers
• There are 126 million Twitter users in the US, representing 38% of the population, and 60% of all online users.• 28% of Twitter users have an income of over $100K.
•36% of Twitter users tweet at least once per day, with an average visit time of 11:50 minutes
• Twitter accounts for 4% of referral traffic.
Why do People Retweet? (Share)
Your Personalized Media Channel
Objectives
Objectives
• Grow Sales Revenue.• Provide Value to Principals and Customers.• Engage New Principals.
Objectives
• 1. Establish our firm’s regional leadership as sales and marketing professionals.
• 2. Provide a best-in-class resource of information about our products, principals, and markets for our target customer base.
• 3. Identify and engage influencers who will collaborate with us to extend our reach to accomplish objectives 1 & 2.
Strategy
• 1. Create our Social Media Footprint.• 2. Develop our Content Strategy.• 3. Allocate Resources to complete 1 & 2.• 4. Assign appropriate tasks or hire talent.• 5. Execute.
Social Media Footprint
Social Media Footprint
Branded Profiles
Your profiles should immediately brand yourself and/or your company, both visually, and textually.
Content – The Carrot
• Articles, Essays, Whitepapers, Press Releases, Data Sheets
• Photos, Charts, Infographics• Webinars• Online Tools• Audio• Video
Content Management Strategy
• Establish an Editorial Calendar• Assign content creation• Queue content• Distribute/Broadcast• Engage
Content Management Resources
• Editor-in-Chief – CMO• Writer• Photographer• Video• Content Management System – Wordpress /
Joomla / Drupal, etc…• Webinar Service – Citrix, TelSpan, etc…
The Power of Blogging
Your Personalized Media Channel
Social Media Footprint
Listen and Engage
Key Words
Incoming Leads
• LinkedIn• Facebook• Twitter• Google Alerts
The New Funnel
Incoming Leads
• Blog Articles• Traditional Media• Press Releases• Status Updates• Event Announcements• Events in REAL TIME
Automation Tools
• HootSuite• SocialOomph• NutShell Mail• Email Marketing Platform• Google Alerts• Social Mention
Engagement
Engagement
Engagement
Tactical Business Development
Tactical Biz Dev Example
• Establish an Objective• Identify and connect with all engineers
attending 2010 7th Annual IEEE Communications Society Conference on Sensor, Mesh and Ad Hoc Communications and Networks (SECON), 21 Jun - 25 Jun 2010 at the Hyatt Regency Boston, MA.”
Tactical Biz Dev Example
• Create the content• Devise a value hook• Inform the IEEE about your value proposition and
provide a link to your content.• Set up Google alerts to feed you leads about the
event, it’s sponsors and attendees.• Identify or create a Twitter hashtag to create
community.• Set up Twitter searches to identify mentions of
the event, its sponsors and attendees.
Tactical Biz Dev Example
• “Scrub” the conference program for names of presenters, their companies and other industry affiliations.
• Find the Internet presence of every person, company and association, and engage them appropriately.
• Create a concurrent social event (a “tweetup”) and invite everyone associated with the event to the tweetup.
Tactical Biz Dev Example
• Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/blog. Engage New Principals
• Feed your Media Channel with Pictures, Video, and Links to pertinent articles, being sure to tag them appropriately.
Tactical Biz Dev
Tactical Biz Dev
Tactical Biz Dev
Daily Presence Management• Respond to blog comments
• Send emails to thanks people who've comment on my blog
• Update Facebook Status
• Respond to Facebook comments/friend requests/messages
• Update LinkedIn Status
• Respond to LinkedIn connection requests/messages
• Respond to Twitter @ replies
• Respond to Twitter direct messages
• Tweet out an interesting blog post by a target connection (mentioning them with an @ reply)
• Leave a comment on 1 other blog
Your Personalized Media Channel
Measuring Results
• # of Connections/Friends• # of comments on your blog post• # of mentions• # of shares• # of likes• # of whitepaper downloads• # of email addresses added
Measuring Results - Facebook
Measuring Results – Bit.ly
Measuring Results – Social Mention
Measuring Results – Google Analytics
The Cost of Social Media
• The average entrepreneur in the U.S. earns $75/hour.
• Consultants can charge from $30-$50/hour for execution services, and from $1500 to $25,000/month for strategic support.
• Tools can cost from $20-$6000/month depending on the scope of your needs.
Resources• http://en.wikipedia.org/wiki/Inbound_marketing• http://www.socialbakers.com/facebook-statistics/united-states • http://www.businessinsider.com/a-complete-breakdown-of-how-everyo
ne-wasted-time-on-the-internet-in-2011-2012-1#there-are-more-than-800-million-internet-users-on-facebook-200-million-joined-in-2011-12
• http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914 • http://www.internetworldstats.com/stats2.htm • http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-I
nternet-Marketing-Statistics-for-2012.aspx
• www.problogger.com• www.socialmediatoday.com• www.copyblogger.com• www.marketingprofs.com
