Shelly Kramer Y'all Connect Presented by Alabama Power July 23, 2013 Birmingham, Alabama Content marketing and social media are the cornerstones of any inbound marketing (and integrated marketing) strategy. As brands and agencies rush to create branded content, they are often realizing that great content alone isn’t enough. Some 76 percent of marketers who have strategic SEO campaigns in place also invest in the development of branded content as part of an inbound marketing strategy. Inbound marketing has been predicted to eclipse any other kind of marketing efforts by 2015 (and we think that sooner is probably a safe bet). So if you want to know more about using content marketing and a solid content strategy paired with the power of social media channels to get eyeballs to your content, this is the session for you. Takeaways: • Learn how high growth companies (large and small) are using inbound marketing to drive leads and sales in both B2B and B2C markets. • The Power of Data: How to use analytics to drive your content and social strategies. • Tactics for identifying your most effective corporate assets and strategies for using them. • How to utilize your internal resources to help create effective content. • Learn how to give your content legs (and make your team feel like they’re a bunch of superstars). • Tracking and Measurement. Data is a critical component of the social and content marketing efforts. Learn how to create monthly reports that will help you monitor and track the effectiveness of your efforts and use this data to guide your strategy moving forward.

1. Inbound Marketing
How to Focus on Inbound Using
Content + Social
Shelly Kramer, @shellykramer
© 2013 V3 Integrated Marketing

2. Some things we’ll cover include:
New Way vs. Old Ways of Business
How High Growth Companies
Are Using Inbound
Why Social, SEO + Content are Key
Where to Start
How to Give Your Content Legs
Tracking + Measurement
Whatever Else I Think is Nifty

3. WHY Are We Talking
About This?
The Web Has Changed
Everything

4. Today, Two Things Matter
Search
+
Friends

5. Greatest Challenge?
Find
Serve

6. Tactics to find new
customers
2010 2011
Website 51% 85%
Search 38% 74%
Video 20% 54%
Source: Study by Bredin Business Information, http://bredin.com

7. Tactics to find new
customers
2010 2011
- 53%
Coupon
Offers
(Groupon)
Mobile - 49%
Twitter 27% 50%
Facebook 43% 65%
Source: Study by Bredin Business Information, http://bredin.com

8. The Formula Has Changed
Old Way: Money x Media = Business
New Way: Time x Media = Business

9. Today ….
Every company is a media company.
Every company needs a content strategy.
Every company needs a social media presence.
Every company needs to understand inbound marketing.

10. What the Heck
is
Inbound Marketing?

11. Inbound = Bees to Honey

12. Don’t Believe Me

13. Background
Online Marketing Study:
Professional Service Firms

14. Sample Included Five Primary Industry Groups

15. Revenue Distribution

16. Respondents Tended to Hold Senior-Level
Positions Within Their Firms
% of Sample

17. Growth

18. Firms Generating
40% or more leads online
Grew 4x faster
…than those with no online leads

19. Technique Effectiveness Rating

20. What do High Growth Firms
Do Differently?

21. They Focus On
Creating Content
Smart SEO
Leveraging Social Media Channels
Email Marketing
(building and using their list)
And the fact that Data Drives
Strategy

22. High Growth vs. Average Firms

23. What Do High Growth Firms Find
Most Effective?
SEO
Creating Content (Blogging)
Focus on Data
Email Marketing
Creating More Content
(whitepapers, eBooks,
newsletters, case studies)
Social Media Channels

24. High Growth Firms Focusing on
Using the Web and Online Marketing
are Generating…
5X More Leads
Twice as Many New Hires
…as Average Growth Firms

25. High Growth Firms Obtain …
63% of leads online
12% of leads online
… is what Average Growth Firms

26. Greater Engagement =
Faster Growth

27. Firm Growth and
Online Lead Generation

28. Profitability

29. The Greater a
Firm’s Online
Lead Generation
Focus, the
Greater its Total
Profitability

30. Firms Generating
60%
or more leads online
Are 2XMore Profitable
As Those Generating 20% of leads online

31. Why Inbound?
Inbound marketing generates
more leads for longer
periods of time than
traditional marketing.

32. Example:
Display ad in local
business journal
runs once,
exposure to people
reading the paper
that week

33. Blog Post, White
Paper, Case
Study
These marketing
resources live on
your website and,
properly optimized
and marketed, can
attract leads for a
long time to come.

34. Blog + Social + SEO Deliver Lower
Cost Per Lead

35. Wake Up Call
B2B companies must realize that
effectively selling their services
requires them to go beyond traditional
marketing and face-to-face selling. They
need to adapt.

36. You don’t start
with social. If
you do, you will
lose.

37. Start With Data (and a
Competitive Analysis)
What are we doing?
What are our competitors doing?
Where do we have opportunities?
Where do we stink?

38. Our Prospects + Social
Who are our prospects?
What are they doing?
Where do they hang out?
What do they talk about?
What do they need?
How can we serve them?

39. Social channel
engagement +
interaction have a big
impact on
brand reputation and
search

40. So, optimize
your brand
(and start with your website).

41. Checklist
Well-Optimized Website
Corporate Blog
Legitimate Social Presence
Corporate Assessment
Strengths + Assets + Opportunities

42. Corporate Assets
Yammer, SharePoint, Jive
Bloggers
Social Media Power Users
Tech + Socially Savvy Sales Team
Do Something Crazy, Ask

43. Survey Your People
Here’s What One Survey Told Us
66.7% - Use Social Media
Networking Sites
87.5% - Use Social Networking
Sites for Business + Personal Use

44. What They Told Us
81.8% Have Clients Who Use
Social Media Channels
91.7 % Do NOT Communicate
With Clients Through Social Media
Channels

45. What They Told Us
58% are on Facebook
44% Visit Facebook a Few
Times a Month

46. What They Told Us
75% Have LinkedIn Profiles
50% Visit LinkedIn Weekly
17% Visit Monthly
25% Visit Rarely

47. What They Told Us
58% Belong to LinkedIn Group(s)
81% Rarely Post a Status Update

48. What They Told Us
What Compels You To Visit LinkedIn
18% - Who’s looked at my profile
18% - Research
18% - New Biz Dev
(Accept/reject invitations, manage contacts, look for
someone, look at updates)
Networking? Pshaw.

49. Human Assets
Recruiting Team
Business Development Team
Marketing Team
Interns
Executive Team

50. Internal Resources
Client Pitches, Presentations
Conference Appearances
Video, Photos, Vignettes
Whitepapers, Case Studies
Customer Service Experiences
Sales Team War Stories

51. One Presentation
• Original Purpose
• Modified for SlideShare
• Voiceover Added, YouTube
• Blog Post
• Guest Blog Post
• Pinterest Board
• Client Newsletter
• Landing Page Campaign
• Email Marketing

52. How do you know if it’s working?
Data Is
Critical

53. Data Drives Everything

54. Let’s Compare …

55. The Power of a Blog, 2012

56. The Blog, 2013

57. Let’s Compare …

60. Track Your Success
• Most popular Twitter content
• Most popular blog posts
• LinkedIn adopters (groups,
opportunities, RFPs, sales)
• Blog content can lead to opportunities
• What you like + read + share

61. Test, Measure, Test
• Treat content + social as part of
your lead gen efforts (track it)
• Experiment with landing page
campaigns
• Never stop building your list
• A/B Test

62. List Building is Easy

63. Want to Focus on Growth &
Profitability?
Start with Your Website
+
Inbound Marketing

64. How Do We Do That?
• Start thinking about Content
• Time + Social + Content Marketing =
Leads
• Leads + Conversions = Sales

65. Most Commonly Used Inbound Tactics
#1
#2 #3

66. Most Effective Inbound Marketing
Tactics
#1
White Papers
#2 #3
More Content
(Corporate Blogging)

67. Step Up Your Inbound Game
Use Your Analytics as a Guide
Understand the Importance of SEO
Know Your Audience, Serve Them
Focus on Creating Great Content
Tie Social to Business Initiatives

69. For all that’s holy, please
remember …..
Project managers and
admins are not
marketing strategists

70. Stalk Me, Anytime
816.200.2520 Shelly@V3im.com
www.v3im.com
LinkedIn
twitter.com/shellykramer facebook.com/shellykramer Shelly DeMotte Kramer