HMR Marketing Solutions January 25, 2013

Beyond Social Media:Using Online Marketing To Build Your Business

Remember The World Before the Internet?

*Average: 32 Hours per month

Decline Of Traditional Media …

www.341studios.com

The Growth of Mobile

• +200% increase in mobile visits to websites

• Mobile = 25% page views• Mobile = 20% web sales

(vs. 5% YAG)

The Rise Of the Social Customer

Less of This >>>

<<<More Of This!

Now, We Must Earn Peoples Interest Instead Of Buying It.

AGENDA

• Culture Shift• Online Marketing Playbook– Social Media– Content Marketing– Search

• New Mindset• Group Exercise • Q&A

Online Marketing: Overview

Social Media: One Piece of the Pie

Strategy: “Home Base” + Social Outposts

Home Base (Website) Send Traffic hereConvert Leads

Social Media Outposts• Build Awareness• Spread content• Make connections• Build relationships

www.

Which Social Platforms?

What Works: B2B vs. B2C

B2B Priorities: BLOG, Linked in, Twitter … and Google+

Social Media Mindset

“Know, Like, Trust”– Look for Opportunities to Engage– “Authentic Helpfulness” – Share, Become A Trusted Resource

w/o an Agenda… – Promote Others … Respond!

• Plant Seeds and Nurture

The Care and Feeding of Your Social Network

• Listen for Engagement Opportunities– Individual Relationships, 1:1 Conversations

• Don’t Broadcast – SM is Not an Ad; humanize Your Brand

• Cumulative: little, consistent steps• Quality Over Quantity– Small and Engaged audience

If You Build It, They Will Not Come• It Takes Time!

• What Works?- Short Posts, Photos, Questions- Optimal Time, Frequency, Length, Type - Be what people are interested in, not an

unwanted interruption

• Connect Across Digital Strategies- SM on Email, Like and - Share Buttons on Website, etc.

Sample Content Calendar

Get Started: 5-Step Plan

1. Do An Online Audit: Gaps?2. Plan Your Channels, Set A Goal– Find Your Target, Build Your Network,

3. Engagement Plan– Who Will Participate? Schedule?

4. Brainstorm Content– Content Calendar (FAQ’s)

5. Assess: What’s working? What’s Not?– Right Tools? Time?

Content: One Piece of the Pie

Quality Content isYour Best Salesperson

• Showcase Your Expertise–Blog• Videos• Guest Blog

– Newsletter– Webinar, E-Book, Article, Podcasts … – even photos, interests, news!

• Help Customers Make Better Decisions

How Many Blog Posts to Drive Traffic?

A library of blog posts (> 52 posts)

SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT

How Often Should You Post*?

More frequent blog posts (2-3x/wk)

Steady Drumbeat of Blog Content

Think Like A Publisher:• Research Keywords• Plan Ahead: Content Calendar• Answer Customers Questions• CONSISTENCY

Exercise 1: “Blog Buddy Brainstorm”

Who Will Write It? How Often? 10 Topics. Date.

B2B Case Study: Hinda Incentives

Results: Hinda Incentives

“… Our conversations on Twitter established relationships for significantsales leads … lead quality generated from the new social website traffichas measurably improved”.

“… Our blog traffic took off quickly … we already receive 1,000 visits a month with subscribers from at least 30 different customers … traffic to our website increased 15 percent … just in the last week we received a few hundred thousand dollars in sales opportunities through this advantage”.

http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b-expands-social-media-exposure/

“… The blog has proven to be a valuable piece of social media real estate … picked up and quoted by other blogs, reinforcing our position as the voice of authority in our industry”.

SOURCE: “Grow”, a leading business blog, by Mark Schaefer

“… LinkedIn and our blog have become the number 2 and 3 sources of web traffic to our site, after organic search”.

B2B Social Media Challenges

CONTENT &RESOURCES!

TAKES TIME!

ROI?

Last Piece of the Pie:Website Traffic/Conversion

Websites That Work

Must Be:– Findable: SEO, Keywords, Links– Helpful (Fresh Content)– Social, Mobile– Sales Tool

(Clear “Calls To Action” => Leads)

vs. THE ONLINE BROCHURE”– Static, No New Content, No Leads

Can Your WebsiteBe Viewed On All Devices?

• Buzzword: Responsive Design

Clear Calls To Action …

50% of leads are qualified, but not yet ready to buy

Analyze: Making Sense Of the Data

- Free/Low Cost Analytics … Hard to Connect the Dots

- All in One Analytics … ($$)

Marketing Analytics: Example

Exercise 2: Action Plan

• Identify Opportunities and Set Goals• What’s Holding You Back?• How Will You Overcome Challenges?

=> 3 Steps You Can Take Immediately? => Anticipate Challenges: What Will You Do If?

=> Call Buddy in 1 Week

Your Questions:

Connect with me!

Rhonda Hurwitz … @rhondahurwitz on

Appendix: Resources• Online Marketing: – Hubspot.com

• Social Media (All Platforms): – SocialMediaExaminer.com

• B2B Content Marketing– ContentMarketingInstitute.com

• Twitter: – The Tao Of Twitter, by Mark Schaefer (book)

• “Opinion”: – Mark Schaefer (Grow), Gary Vaynerchuk

Appendix: Tools

• Dashboard to manage multiple platforms: Hootsuite* – ( Tweetdeck, Sprout Social, others)

• Post Timer: Buffer App• Link Shorteners (bit.ly)• Notifications: Nutshell Mail, Social Mention• Feed Reader: Google Reader• Social Graph Lookup: Rapportive• Search: Social Mention, Engagio, Twitter Adv. Search• Analytics: Google Analytics, Pagelever, Edgerank• Keyword Research: Google Keyword Tool• Images: Flickr Creative Commons, Pic Monkey• … and many more!

Build Relationships• “Small Town Rules”• Put A Ring On It …

=> Not A One Night Stand!

Social Mindset (cont’d)

“ … I would really love to meet you in person. I've admired your work from afar, and would really love to learn more about you and your business …

“ … Call me after 1pm EST xxx-xxx-xxxx … working on a big project and looking for a NY area resource …”

“ … I spoke with Rhonda Hurwitz about the panel

and she’s available …”“ … I saw your blog and I’d like to hire you …”

Engagement Example:Linked in

Dec.31:Happy New Year Message

Jan 3:New Project

Engagement Examples: Twitter

Xxx-xxx-xxxx