MarketingProfs B2B Forum: Integrating Social Press &amp Content to Optimize the Sales Funnel

MarketingProfs B2B Forum: Integrating Social Press & Content to Optimize the Sales Funnel
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MarketingProfs B2B Forum Lee Odden

The importance of integrating earned, owned, compensated and shared press couldn’t be any greater and this week I’ll be giving a track keynote at the MarketingProfs B2B Forum meeting in Boston on just that. My presentation will focus on the essential strategies and tactics for sales funnel optimization success with content, search and social press marketing.

To get things started, here are some useful general stats on search, social and content marketing plus quite a few specifically for B2B marketing:

50 Billion – By 2020, Ericcson predicts there will be 50 billion internet linked devices. The world populace is approximated to be at around 7 -8 billion.

Social Press Marketing:

60% of B2B decision makers use social press, according to a Global Web Directory study reported by Social Press B2B, late 2011.

More B2B marketers use Facebook (87%) than LinkedIn (86.6%) states Social Press Examiner in it’s 2012 Social Press Marketing Industry Report. With a normal allotment for error with such surveys, it’s basically the same.

Only 40% of B2B marketers measure social press ROI reports BtoB Magazine in its report, “2012 B2B Social Press Marketing: A Surge in Adoption.”

Search Engine Marketing:

63% of Internet users, use search engines daily according to eMarketer’s report in 2012, “Search for Branding: Tools for Better Campaigns”. Interestingly, 2.5% never use search engines.

89% of consumers surveyed use Internet search engines to make purchasing decisions, according to the “2012 Digital Influence Index” report from Fleishman-Hillard.

81% of consumers’ perceptions about a company are motivated by search results, according to the respondents worldwide in a study from PR agency Weber Shandwick reported by eMarketer, 2012.

23 Billion. The search marketing industry association SEMPO reports that $23 billion will be spent on search marketing in 2012 as reported by Search Engine Watch.

Content Marketing:

90% of B2B marketers are using content marketing tactics to grow their business according to the joint “2012 B2B Content Marketing Benchmarks, Budgets and Trends” (PDF) report from MarketingProfs and Content Marketing Institute.

Top B2B Content Marketing Tactics (Content Marketing Institute 2012)

  • 79% Article posting
  • 74% Social press
  • 65% Blogs
  • 63% eNewsletters
  • 58% Case studies
  • 56% Live events

B2B Buying Cycle: Content, Devices and Formats (DemandGen ReportВ 2012)

How B2B Buyers Start:

  • 81% search engines
  • 35% vendor website
  • 34% industry guides reports
  • 23% social press

Devices Most Used:

  • 84% laptop computer
  • 61% mobile phone or tablet
  • 30% desktop

Formats Sourced:

  • 88% white paper
  • 73% webinar
  • 67% case study
  • 63% blog posts
  • 51% ebook

Despite the sheer number of marketers looking and talking about them, there simply are no silver bullets. There is no “one way” to solve most online customer acquisition and sales challenges.  Usually, there are numerous ways to solve a particular marketing problem depending on resources, timeframe, competitive landscape and ability.

The key to integration of content with search and social press optimization across the sales funnel is to understand the customer journey. What problem is the purchaser trying to solve? What are their goals? В How do they discovery information online? What are their preferences fo content, press and device? What kind of content and press will encourage them to take action?

Understanding the customer journey empowers digital marketers with insight for creating a content marketing strategy that maps prospect passions with matters and an editorial strategy. It allows marketers to architect a story that infotains, educates and persuades prospective customers to the subsequent stage in the sales cycle no matter of exactly where they enter.

Steady optimization offers a framework for hypothesis, implementation, and refinement to gather actionable information and refine overall performance whether or not tactics entail weblogs, Search engine optimization and online PR or social networks, mobile adverts and e-mail marketing.

In addition to a much more customer centric method and the importance of storytelling, elevating optimization from a blend of key phrases and hyperlinks to steady marketing overall performance enhancement is most likely the most substantial realization a search marketer can make.

As I talked about over, I’ll be sharing a framework for creating a content marketing strategy that incorporates a sensible method to search and social press optimization that attendees can begin using as quickly as they get again to the workplace. Here’s the official description:

Friday, Oct fifth – 8:15am-9am
Guide Era Nurturing Monitor Keynote
“Integrating Content, Search Social to Enhance the Funnel” 

Content flows in each and every path all through a selection of platforms, formats, and devices. The mass adoption of the social and mobile Web has facilitated a revolution of information accessibility, sharing, and publishing. Google handles more than eleven billion queries a thirty day period. There are more than 65,743,590 blog posts printed every thirty day period. And, much more video clip is uploaded to YouTube in that time than the 3 significant US networks produced in 60 many years. Outcome? Competitors for interest on search engines and the social Web is intense.

In this atmosphere, guiding clients via the sales cycle demands an built-in method to content, optimization, and social press marketing. Be a part of us for this guide era and nurturing track keynote as Search engine optimization and social content professional Lee Odden discusses how to enhance the sales funnel to entice, have interaction, and motivate clients to purchase. You’ll discover:

  • 3 key ideas of customer-centric content marketing
  • A framework for an optimized and socialized content marketing plan
  • How to strategy search and social content across the sales cycle
  • Important KPIs and business results for social Search engine optimization and content marketing

As usually, anybody that liveblogs the session will get a replicate of Enhance.

I hope to see you there!


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