Microsoft wpc start thinking like a publisher and socializer - final (7-3-13)

Doug ElieSeema Galish

Group Access

Accelerating Growth. Together.

Reed Overfelt CEO

MARKETERS:

START THINKING LIKE PUBLISHERS & SOCIALIZERS

Tweet #WPCforMarketers

70%!

Buyers today complete

70% Of their buying process

Before they ever engage with a SALESPERSON.

Yesterday’s approach:

“GET IN THEIR FACE” when they’re not looking.

Today’s approach:

“GET FOUND” when they are looking.

That means you need to be here…

TOP 3

…and here

…and here

…and here

…and don’t forget here

HOW?

thinking like a marketer or advertiser…

…START thinking like a publisher and socializer.

Understand your buyer!

1

Tweet #WPCforMarketers

Have unrelenting demands on their time

Spend most of their day in meetings

Hate being pitched

Need to sell decisions internally

Trust their peers and inner circle

Are very quick studies

Understand why executives are different

Return on time invested

Outcomes-based content and conversation

Prescriptive value and case-based discussions

Peer input and relationships

Connection to experts and high-value thinking

And what executives value

Outline your basic buying cycle!

1

2

Tweet #WPCforMarketers

Awareness (TOP) Prospect knows there’s a problem that needs to be solved

Consideration (MIDDLE)Prospect recognizes a need for a solution like yours

Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy

VAGUE NOTIONOF ‘POSSIBLE’ SOLUTION

INTERESTED IN A SOLUTION

RESEARCHING VENDORS

EVALUATING PRODUCTS

NARROWING FIELD

REFERENCE CHECK

NEGOTIATING

PURCHASE

SUBSCRIBE OPEN VIEW SHARE

FOLLOW DOWNLOAD PARTICIPATE INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CTIV

E

KEY OUTCOMES

PURCHASE

Map your content to your buying cycle!

eNEWSLETTER eBOOKS CASE STUDIES

PRICE GUIDE

ARTICLES

3

Tweet #WPCforMarketers

Awareness (TOP) Prospect knows there’s a problem that needs to be solved

Consideration (MIDDLE)Prospect recognizes a need for a solution like yours

Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy

VAGUE NOTIONOF ‘POSSIBLE’ SOLUTION

INTERESTED IN A SOLUTION

RESEARCHING VENDORS

EVALUATING PRODUCTS

NARROWING FIELD

REFERENCE CHECK

NEGOTIATING

PURCHASE

SUBSCRIBE OPEN VIEW SHARE

FOLLOW DOWNLOAD PARTICIPATE INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CTIV

E

KEY OUTCOMES

DEMOS

eNEWSLETTERQ&A

WEBINARS ARTICLES

STEP-BY-STEP EBOOKS

DEMO VIDEOS

FAQ SHEETS

DATA SHEETS

ANALYST REPORTS

ROI CALCULATORS

FEATURE GUIDES

Q&A EBOOKS

TREND REPORTS

STEP-BY-STEP WEBINARS

CASESTUDIES

CUSTOMERTESTIMONIALS

PRICEGUIDES

CHECKLISTS

Create an editorial calendar

4

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People process information better in bite-sized chunks. “

Schedule your content a little bit at a time…

Content Progression Schedule Outcome

Email industry trend report Day 1 Open, Share, Download

Publish industry trend report messages to Twitter, Facebook Pages, and LinkedIn Groups

Day 1, 5, 7, 10, 13, 15, 21, 22, 23, 24, & 25

Share , Download

Send weekly e-newsletter Day 7 Open , Share

Send weekly e-newsletter Day 14 Open, Share

Send personal invitation to attend industry trend webinar

Day 20 Attend

Publish industry trend webinar messages to Twitter, Facebook Pages, and LinkedIn Groups

Day 20, 22, 24, 26, 27, 28, 29, & 30

Share, Attend

Send weekly e-newsletter Day 23 Open

Send link to recorded industry trend webinar Day 30 View

Publish industry trend webinar recording messages to Twitter, Facebook Pages, and LinkedIn Groups

Day 30, 32, 34, 36, 38, & 40

Share, Listen

Send weekly e-newsletter Day 30 Open

Personal invitation to attend product demo webinar Day 60 Attend, Convert

Publish product webinar messages to Twitter, Facebook Pages, and LinkedIn Groups

Day 60, 62, 64, 66, 68, 70, 71,72, 74, &74

Share, Attend, Convert

Create amazing content your buyers care about!

5

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Your target buyers have interests, problems, questions. “

Speak to them!

Tip #1

Get to the point.

Tip #2

Make it matter.

“THE FUTURE DEPENDS ON WHAT WE DO IN THE

PRESENT.”-Mahatma Gandhi

Tip #3

Tell stories.

Tip #4

Push beyond the normal.

Optimize your content for your buyer & search engines

6

Tweet #WPCforMarketers

“On average, 8 out of 10 people read a headline.

“But only 2 will decide to read the full copy.

“of online users first use search engines to look for services and products

92%

f(n) = Authority+Relevance

Ranking Algorithm

Off-Page SEO

On-Page SEO

Publish and socialize your content in the right places

7

Tweet #WPCforMarketers

?

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

Channel #1: Blogging

Blog, and blog often.

TAKEAWAY!

Channel #2: LinkedIn

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

LinkedIn is a must for B2B marketers.

TAKEAWAY!

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

Channel #3: Facebook

Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!).

TAKEAWAY!

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

Channel #4: Twitter

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

“Twitter users are young, smart,

affluent, & tech-savvy.” SOURCE: EMARKETER, APRIL 2011

Twitter = influence. Start tweeting relevant, original content you want to be shared!

TAKEAWAY!

Channel #5: Paid Search

Paid search is a great way to get your content found fast. Organic is still best long term!

Channel #6, 7 & 8: Google+ PinterestInstagram Disclaimer: Use of social media company icons is for instructional purposes

only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.

Keep score and measure everything!

8

Tweet #WPCforMarketers

“If you cannot measure it, You cannot improve it.- Lord Kelvin

14% Conversion

Rate

22% Conversion

Rate

32% Conversion

Rate

25% Conversion

Rate

9% Conversion

Rate

Landing Page

Social Media Social Media Email Organic PPC Display

8 Measure Everything

7 Publish and Socialize

6 Optimize Your Content

Create an Editorial Calendar

4

Map Your Content

3

Understand Your Buyer

1

2 Outline Your Buying Cycle

Create Amazing Content5

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ALL BLOG, WHITE PAPER, AND EBOOK WRITING SERVICES

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© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

• Slides 3 & 4: Source: Marketo Report “The Ultimate Revenue Engine” • Slide 11: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 12: c/o http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html• Slide 13 - PImage source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 14 - Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 16-20- Purchased from iStockphoto http://www.istockphoto.com/license• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 23 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 24 - FullQuota• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration• Slide 27: Courtesy of psdgraphics.com• Slide 28; Public Domain: http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg • Slide 29: Purchased at Dreamstime.com: http://www.dreamstime.com/terms• Slide 30: Purchased at Dreamstime.com: http://www.dreamstime.com/terms• Slide 31: Purchased from iStockphoto http://www.istockphoto.com/license • Slide 36: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 37: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 38: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 39-41: Hubspot: State of Inbound Marketing Report 2011 • Slide 42:from Microsoft clipart + YMKM Agency LLC illustration• Slide 43: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 44 & 45: Hubspot: State of Inbound Marketing Report 2011 • Slide 46 & 47: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slide 48: Source: COMSOURCE, FEBRUARY , 2011 • Slide 49 & 50: Hubspot: State of Inbound Marketing Report 2011 • Slide 51: courtesy IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon• Slide 52: urtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 53: Source: EMARKETER, April 2011 • Slide 54-56:Hubspot: State of Inbound Marketing Report 2011 • Slide 57: Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 58: Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 60: Purchased from iStockphoto (http://www.istockphoto.com/license) • Slide 62:Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg• Slide 63: Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages

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