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Større salg med Pull marketing:Brug 60% mindre på leads og kunde erhvervelse
The Bad News
Traditional Marketing Is Hard
800-555-1234AnnoyingSalesperson
WebSite
Nyhedsmedier (presse)
PrissiderYouTube
SEO
Blog
Site
Blog – X3
Sociale medier –X5
Seo X2
Ad Words
Traditional Marketing Is Hard
The Great News…
2011 2012
Producerer vi jevnligt godt indhold eller
ekstraordinært godt indhold?
Optimerer jeg mit indhold til SEO og sociale medier ?
Promovere jeg indhold via all kanaler,
inkluderende social media?
Konverterer alle de besøgende jeg faktisk
kan?
Analyserere jeg mine resultater, så jeg kan
optimere?
Stop med at tænke som en markedsførre eller
forretningsmand.
Begynde at tænke ”forlag”, Socialiser &videnskabsmand.
Bliv fundetKonverter
Analy
ser
Kend dit publikum
Define your ‘Persona’•Hvad er deres mål og ambitioner?
•Hvad der motiverer og inspirerer dem?
•Hvad er deres problemer / smerter / forhindringer?
•Hvordan de bruger information (on-og offline)?
•Hvad / hvem har indflydelse på deres købsbeslutninger?
•Hvad er vigtigt for dem?
19
Draw People Down the Funnel
20
SUSPECT: suerfer bare, tiltræk mig
PROSPECT: Kendskab
LEAD: InteresseNurse og kontakt
1) Der er forskellig kontakt I hver fase2) Der er forskellig interesse I at dele kontakt oplysninger I hver
fase
Publish Everything• Blog• Podcast• Videos• Foto• Præsentation• eBooks• Webinars• Nyheder
Grow Traffic with Remarkable Content
• Blogging Attracts More Visitors
57% af viksomheder der
Blogger har modtagetIndkomst fordi de
blogger.
More Content = More Leads & Sales
• Blog More to Increase Results
Getting Found
Producer
Optimer
Promover
How Do You Get Links?
Producer indhold man vil linke tli…
Blogging Attracts Inbound Links
I hvilken retning går SEO
Where Everyone Else is Going
SEO in 2011 & Beyond
On-Page Off-Page
+ +
Social Graph
Producer
Optimer
Promover
Listen & Engage
• Social Media Monitoring … • Twitter • Facebook Diskussioner• LinkedIn Answers• Hvad er relevant over for jeres kunder?
Content is King Across Channels
“More brands are trying to work out how to drive their social strategies …
Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display
IBM Social Computing Guidelines1. Know and follow IBM's Business Conduct Guidelines.2. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any
other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.
3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.
4. If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
5. Respect copyright, fair use and financial disclosure laws.6. Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business
performance or other sensitive matters publicly.7. Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to
the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.8. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be
acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.
9. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
10. Don't pick fights, be the first to correct your own mistakes.11. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and
what you publish may reflect on IBM's brand.12. Don't use use IBM logos or trademarks unless approved to do so.
Indhold til en hver kunde
Make Sharing Easy
$
Tweet
Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel
Blog Post
Email from Website Form
...we have a free tool, can you mention our website and product?...
Joint effort discussion
We’ll mention you, you mention us
Partner Links
Mention in NewsletterUnique Hubspot tokenized URL
Traffic to Orchestra.com
Web Lead via CTA
Lead Source: Newsletter via Hubspot Token
How Can Sharing Deliver Leads?Angager jer med kunderne i en hver fase
Blogs & Social Media Drive Real Sales
More Cost Effectively than Traditional
41
Kvalificert trafik genererLeads og nye kunder
Genkender du dette ?
42
Give Visitors Direction
700+ Landing Pages
Blog indholdHjemmeside
Don’t Distract from Conversion
44
Begrænsetnavigation
KvikDetalje
Share links Så folk promoverer jeres side
Bullet points
Understøttende billede
Bliv fundetKonverter
Analy
ser
Bliv en marketing specialist
Find sider der passe jeres segment
Hvem er erhvervsleder
Web 2.0 gennemtrængning
Courtesy of HubSpot Customer:
Qualitative: Blog & Brand-Social ReachDe innovative lederes status
Quantitative: Overall Reach
Mål på Traffik, Leads og Salg
Invest More in What Works … Inbound
Andre markedspladser…
Kan du samle pudslespildet?
d.j.k. on flickr
HubSpot Puts the Pieces Together
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