Download Welcome 2009 - WSI Pro Marketing

2010: The New Ways to be
Found Online
Using Word of Mouth to Generate
Business Leads
Topics
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The pressure to reduce marketing costs
Market drivers
Word of Mouth
Push vs. Pull marketing
Content Marketing
Creating conversations
Content blueprint
Pressure to
REDUCE MARKET COSTS
The Challenge
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TV & Radio expensive
Not easily measurable
Banner advertising not always effective
Creating online visibility can also be
expensive
• How do I leverage social media for my
business?
• Where are you when I look for you?
What are the
MARKET DRIVERS?
Social Media Use
• You want to make the right purchase
decision
• First, search for what you want
• Second, get someone’s opinion/advice
– Google; Facebook; LinkedIn; Blogs
– Twitter; Social bookmarking sites
Generation Y
• Baby Boomers think Social media is a
Generation Y trend
• Over 70m in USA
• Will outnumber Baby Boomers in 2010
• Raised on technology
• Our future leaders
• Talk to them now!
Word of Mouth Marketing
• Get a comment on almost any product
service or company through social media
• Just search in Google for what you want
• We filter out intrusive marketing
– TV, Radio, Billboards, Newspaper & Junk mail
• A lot of noise fighting for your attention
• Only 14% trust your message
• 74% of us place trust in friends & experts
Word of Mouth Marketing
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75 % of USA use social media
13 hours of video every hour to YouTube
100 new members on Facebook every hr
People talk about you because,
– They like you,
– Unhappy with you
– Asked about you
– Others are talking about you
Source Neilsen Global Trust
Word of Mouth Marketing
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75 % of USA use social media
13 hours of video every hour to YouTube
100 new members on Facebook every hr
People talk about you because,
– They like you,
– Unhappy with you
– Asked about you
– Others are talking about you
Source Neilsen Global Trust
Push vs. Pull Marketing
Push marketing
• Lets interrupt you
continuously
• Subjected to hundreds of
interruptions daily
• Subconsciously ignore
messages
www.contentmarketingtoday.com
Pull Marketing
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When your target market find you
While they are looking for answers
Publish quality relevant & valuable content
Others will refer to your content
– You get more visitors
• Links will improve Google rankings
– You get more visitors
• This is “word of mouth” on the Internet
Push vs. Pull Marketing
Factors influencing your decision
The Solution
CONTENT MARKETING
Content Marketing
• The new way to be found
– Publish & syndicate valuable content
• Specific to your target audience needs
– Identify the information needs
– Ask personas what they look for
– Provide information that fulfils need of
persona
– Clear “call to action”
Content Marketing
"Content Marketing is
the art of understanding
exactly what your
customers need to
know and delivering it to
them in a relevant and
compelling way."
Content Syndication
1 Identify target market
2 Work out objectives
3 Calculate strategy
4 Develop your tactics
5 Optimize your content
6 Measure your goals
Content Creates Conversation
The new way of
being found
“Without content, conversation is mere
networking.
Without conversation, content is dead.
It goes nowhere.”
Tippingpointlabs.com
Build Credibility with Content
Syndicate your Content
• Blogs – Thought leadership & online
credibility through education
• YouTube – “How to videos”
• LinkedIn – connect with 100’s of
subscribers
• Facebook – Communicate with 1,000’s of
fans
• Twitter – 1,000’s followers
Content Blueprint
Identify Personas
Benefits of
CONTENT MARKETING
Benefits of Content Marketing
• Social media encourages conversation about
your content
– Your “word of mouth” strategy
• Others will link to good content increasing
referral visitors to you
– Links improve Google rankings
• Reduces need for continuous paid advertising
– Builds an online asset
• Targets Generation Y
RESULTS
Results
Lead Generation Tracking
Good content will lead to conversation
about your company and its products
creating
“Word of Mouth” referrals
The new ways to be found
is to syndicate your optimized content onto
social media platforms
&
be found on search engines
for more than just your website content.
Conclusion
2010: the New way to be found Online