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Getting the Message Out – Social Media and Content Marketing Tips and Tricks Maria Pergolino @inboundmarketer Page 1

Getting the message out - social media and content marketing tips and tricks

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Getting the Message Out – Social Media and Content Marketing Tips and Tricks

Maria Pergolino@inboundmarketer@

Page 1

Presenter

Maria Pergolinog

Director of Marketing, Marketo

Author of The Definitive Guide to Social Media

Frequent Blogger and Speaker

Salesforce Certified Admin

Page 2

Objectives

In this session, you will learn about:y

Creating Content that Sells

Creating a Content Map

Optimizing Content for Search Optimizing Content for Search

Repurposing Content 

How to Succeed with Little or No Content

Page 3

Why do I need content?

NurturingNurturing

Lead SolutionLead Solution

ScoringScoring

Ri k Miti tiRisk Mitigation

Page 4

What is Content?

Page 5

Types of Content

Articles

Blog Posts

Articles

Blog Posts

Presentations

Press Releases

Presentations

Press ReleasesBlog Posts

Books/eBooks

Brochures/manuals

Blog Posts

Books/eBooks

Brochures/manuals

Press Releases

Product Data Sheets 

Reference Guides

Press Releases

Product Data Sheets 

Reference Guides/

Case Studies

Email

/

Case Studies

Email

Resource Libraries

RSS/XML Feeds

Resource Libraries

RSS/XML Feeds

Images

Information Guides

Images

Information Guides

Videos

Webinars/Webcasts

Videos

Webinars/Webcasts

Microsites/Web Pages

Online Courses

Microsites/Web Pages

Online Courses

White Papers

Widgets

White Papers

Widgets

Page 6

Podcasts/VideocastsPodcasts/Videocasts WorkbookWorkbook

Content Consumption

Page 7Source: Techtarget + Google

1. Non Promotional

2. Relevant to Reader

3 Cl G3. Closes a Gap

4. Well‐Written

5. Relevant to Your Company

6. Gives Proof

Page 8

Good content is not enough

Promotion, Promotion, PromotionEmail + Lead NurturingEmail + Lead Nurturing

Social Media

Content Syndication

Press

Search Engine Marketing

WebsiteWebsite

Sponsorships

Page 9

Events

When To Ask For Registration?

Example: SiriusDecisionsEarly StageThought leadership and best g ppractices to build brand and awareness

Two: Committing to Change

One: Loosening of the Status Quo

Middle StageBuyers guides, RFP templates and industry information to h l h

Three: Exploring the Possible Solutions

help structure research

Late StageFive: Justifying the Decision

Four: Committing to a Solution

Company‐specific information to help evaluate and reaffirm selection

Six: Making the Selection

Page 10

Forms: Ask Only What You Really Need

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%

Page 11

Cost per: $41.90

Test, Test, Test

Page 12

Content MappingBUYING STAGES

1 2 3Stages

• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

A

CONTENT

• Customer

B

C

1. Map your existing content

2. Blank cells determine your content roadmap

3. Short content is good! (YouTube approach)C

D

4. Test and optimize

5. Start small, think big and adapt quickly

BUYING PROFILES• Industry: 82%• Role: 67%

Page 13

Role: 67%• Company Size: 49%• Geography: 29%

Content Library

Use for easy reference

Note created date

Label by role, category, gated, author, etc. 

K t k f i ht th d t d i fKeep track of copyrights or other dated info

If 1000’s of assets consider a more formal system

Page 14

Content Optimized for Search

Plus: • KeywordsKeywords• Meta Descriptions• Title Tags

Page 15

Social Content

Page 16

Social Media Networks

Blogging WidgetsBlogging

Microblogging

Widgets

Bookmarking

Social networks Podcasting

Online video

Presentation and

Social CRM

Photo sharingPresentation and Document sharing

Photo sharing

More+++++

Page 17

Campaign Integration

Page 18

Social Sharing:Customized E-mails and Landing PagesCustomized E mails and Landing Pages

Page 19

Social Validation:A Closer LookA Closer Look

Adds transparency and credibilityAdds transparency and credibility

Page 20

Developing a B2B Social Media Policy

How do you defineHow do you define social media?

Ground rules for participation – Who ill ti i t dwill participate and 

how?

Importance of confidentiality

Page 21

Social Media Monitoring (“Listening”)

Start by monitoring the most popular social media sitesMake best use of alertsAs activity increases consider using 3rd party tools

Page 22

Developing a B2B Social Media Plan

WHO: Who are you targeting?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 wantWHAT: What goals or objectives do you want to accomplish and what are the action items?

Search Social Media Template on the Marketo W b it f l f i !

Page 23

Website for a sample of mine!

Pitfalls to Avoid inSocial MediaSocial Media

Don’t dive in until you’re readyDon 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 differentare new and different

Don’t treat social media like advertising or try d h d ( ’ )to do what B2C is doing (you aren’t Pepsi)

Don’t assume every social media tool is right

Page 24

Don t assume every social media tool is right for you

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

Page 25

Sample Scoring Rules

Demographics: 30 points based on manual Prospect review 0‐8 points based on title ‐20 to 0 based on inferred countryy

Source and Offer: Website lead source: + 5 Thought leadership offer: ‐5

Latent Buying Behavior:A d bi 5 Attend webinar: +5

Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: ‐10

Active Buying Behavior:y g Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8

h d h Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5

No activity in one month:  Score > 30: ‐15 points

Page 26

Score 30: 5 points Score 0 to 30: ‐5 points

Social Media Across The Revenue CycleThe Revenue Cycle

Seed Nurturing: Developing relationships withSeed Nurturing: Developing relationships with early‐stage prospects before they enter your database

Lead Nurturing: Building and maintaining l ti hi ith k t threlationships with known prospects as they 

educate themselves

Customer Nurturing: Deepening and expanding relationships with existing 

Page 27

customers

Lead Nurturing & Social Media-Marketing AutomationMarketing Automation

Page 28

Nurturing without Content

IDEABlog posts

EXAMPLEYours or othersBlog posts

Testimonialsd

Yours or others

Success Story

A l t P P id3rd party content

Product documentation

Analyst, Press, Paid

Benefits, Guides

Fact sheets

Demo offers

Best Practice Document

Amazon $50

3rd party sources Salary info, upcoming events, etc

Page 29

Key to Success: What is important to my reader?

Repurposing Content

U ll t f

ARTICLE

• Website• Blog• Guest Blog

• Use all types for nurturing and scoringWHITEPAPER

• Website• Slideshare

Sribd

• Use all types to drive traffic to SLIDES • Website

• Sribd

WebinarWebinar

your website and in social media promotions

VIDEO CLIP • Website

• Slide Share

VIDEO CLIP• Youtube

Page 30

PODCAST

• Website• iTunes

Example of Repurposed Content

< This Presentation >

Content from my ContentMarketing White Paper

Some content repurposed from a webinar in August forfrom a webinar in August for Marketo customers

2 Slid k f D fi i i G id S i l M di W bi2 Slides taken from Definitive Guide to Social Media Webinar

Also, used same content to create 2 September blog posts

Page 31

Content Optimization

3 Rs:

Reorganizeg

RewriteRewrite

RetireRetire

Page 32

For More Information

Check out these resources:

Content Creation for Demand

Vendors/Services Mentioned:

Definitive Guides: Velocity PartnersContent Creation for Demand Generation

Content marketing resources:

Definitive Guides: Velocity Partners

Webinar Editing: MindYourMedia

SEO, TopRank Online Marketing Content Marketing Institute

Alltop Content Marketing

SEO, TopRank Online Marketing

PPC, Enquiro

Resource Center: Flickerbox ClickInsights

Content Creation: Junta42, Avitage

Page 33

Contact Me

Marketo, Inc.901 Mariners IslandSuite 200

Maria PergolinoDirector of Marketing

San Mateo, CA 94404

Direct: +1.650.376‐2312

[email protected]@inboundmarketer@marketo

Mob: +1.415.710.2008

blog.marketo.comwww.marketo.com

Page 34

Thank You!

Page 35© 2010 Marketo, Inc. Marketo Proprietary and Confidential