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Getting the Message Out – Social Media and Content Marketing Tips and Tricks
Maria Pergolino@inboundmarketer@
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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
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Why do I need content?
NurturingNurturing
Lead SolutionLead Solution
ScoringScoring
Ri k Miti tiRisk Mitigation
Page 4
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
/
Case Studies
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
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Podcasts/VideocastsPodcasts/Videocasts WorkbookWorkbook
1. Non Promotional
2. Relevant to Reader
3 Cl G3. Closes a Gap
4. Well‐Written
5. Relevant to Your Company
6. Gives Proof
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Good content is not enough
Promotion, Promotion, PromotionEmail + Lead NurturingEmail + Lead Nurturing
Social Media
Content Syndication
Press
Search Engine Marketing
WebsiteWebsite
Sponsorships
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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
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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%
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Cost per: $41.90
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%
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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
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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+++++
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Social Validation:A Closer LookA Closer Look
Adds transparency and credibilityAdds transparency and credibility
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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
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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?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 !
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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
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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
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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
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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
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customers
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
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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
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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
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
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