Inbound Marketing Case Study and Presentation from Widen

Creating an Inbound Marketing Program that Works May 14, 2013

www.widen.com

Widen is a digital media solutions company.

www.widen.com

Jake Athey Marketing Manager, Widen

Who’s talking

Nina Brakel-Schutt Brand Strategist, Widen

Who is Widen?

Digital Asset Management

Premedia

A comprehensive understanding of the digital asset lifecycle

Widen is a digital media solutions company.

Who is Widen? Widen is a digital media solutions company.

B2B versus B2C?

Widen is a B2B organization   High involvement product

  Complex sale

  Many moving parts

  Many people involved in the evaluation and selection

58% of marketers now practice inbound marketing, are you?

- HubSpot 2013 inbound marketing report

Widen Pre-Inbound Marketing

“My dad was the first one to give me a phone book and told me to start calling. First day of work for my dad, he randomly selected a business and called them, booked an appointment to explore their printing needs, and told me that's how it was done. So Tom gave me the previous Widen rep's materials (phone book, directory listings, etc.) and told me to call them. In fact, I had to go get the company car that the previous rep had...since he was fired before I started. That was weird.”

Widen Pre-Inbound Marketing

Widen Pre-Inbound Marketing

“Get us everywhere people go looking for DAM.”

- Matthew Gonnering, CEO at Widen

Widen Post-Inbound Marketing

The primary goal is to drive traffic and conversions   Know your buyer personas

  Who are you selling to?

  What do they do?   What are their pain points?

  Know your competitors   How are you different from the competition?

  What do they offer that you don’t?   Is your positioning clear?

Source: Marketo

Widen Post-Inbound Marketing

Widen Post-Inbound Marketing

RESULTS

Matthew CEO

Nina Biz Dev/Brand

Chris Adviser Mgmt

Jake Marketing/PR

Al Video/Customer

Danielle Graphic Web Design

Kathy CRM/Events

Craig DAM Adviser

Brenna DAM Adviser

Widen Post-Inbound Marketing

INTERNAL STRUCTURE

What we did: The Core Four

The 4 must-haves for inbound marketing success

The “Core Four”

YOUR WEBSITE =

THE HUB

  Your brand

  Your message

  Your unique value proposition

  The central location for audiences to engage with your brand story

Take the core message and bring it out to the market.

  Get the word out

  Tell people to know who you are and what you stand for

  Help them understand why they should care

Your website should be your core. That’s where it all begins.

Draw people in and out of your brand story.

The “Core Four”

YOUR WEBSITE =

THE HUB

1. PPC (pay per click)

PPC Get people on your website today.

  You can create even a small amount of mindshare when prospects are not actively looking for what you’ve got, but they identify with you.

The “Core Four”

YOUR WEBSITE =

THE HUB

2. SEO (search engine optimization)

PPC

You’ve got to reach people when they’re in the mode.

SEO

  Use keywords that people are searching with to point them to your organization.

The “Core Four”

YOUR WEBSITE =

THE HUB

3. Social Media

PPC

Cultivate a community by being present on relevant social channels.

SEO

  Capture their attention and get them to notice you, then your brand will be validated with them and they will like you and follow you.

  This sets the foundation for building a community around the brand.

Social

The “Core Four”

YOUR WEBSITE =

THE HUB

4. Public Relations

PPC

SEO

Social

PR

Reach the influencers and turn outbound to inbound.

  Analysts who cover your industry need to understand your UVP.

  Their reach is greater than what you can do on your own.

  Their endorsement matters.

Content

Content Content

Content

The “Core Four”

YOUR WEBSITE = THE HUB

PPC

SEO

Social

PR

Inbound marketing is not a channel or a technology, it’s a strategy. - HubSpot 2013 inbound marketing report

1. Create more, better content

Content feeds the core four   Blog posts, articles, press releases,

infographics, presentations, social posts and video

  Make your website the hub (if you can’t, then make your blog the hub)   The voice of your people to the world

  Share perspectives and messages that align back to your organization

  A source for social media, PR and more

82% of marketers who blog see positive ROI for their inbound marketing. - HubSpot 2013 inbound marketing report

From Joe Pulizzi, Content Marketing Evangelist   Repurpose content across multiple forms

  Bring in the influencers/expert sources

  "Focus on subscription"

  Use social media 4-1-1

  Give content gifts – package & repackage great content

  “Get uncomfortable”

1. Create more, better content

Latch onto thought leaders and spread their word   Tap their experience and align with them

  Share their content with others and get them to notice you

  Use their message, experience and reputation to benefit your brand building and education your customer base at the same time

2. Be a thought leader

You need a database and you need to use it   Track every contact and campaign

  Review your dashboards and metrics

  Leverage your marketing analytics tools to see where you’re seeing results and with who

  Continually assess and adjust as you go

3. Leverage your CRM (customer relationship management) tool

Inquiry Suspect Prospect Qualified Prospect Customer

Implementing Site Launch Maintain & Grow Nurturing

Educating

Widen Post-Inbound Marketing

WIDEN CUSTOMER LIFECYCLE MAPS

Widen Post-Inbound Marketing

It complements, but doesn’t replace any direct selling efforts   Offer content and resources that support your

sales and service teams

  Reinforce your brand and the experience people should expect from being associated with your brand

  Be careful to provide useful, actionable information and don’t overwhelm your recipients

4. Get good at email marketing and marketing automation

Helpful tip

Introduction to the actual people at Widen

Point to helpful resources where the recipient can take action on their own (DIY)

Secondary CTAs

Supporting information about the tip

Branded template using our logo, colors and fonts

We created a webinar for colleges & universities and repurposed the content into multiple communications   3 webinar promotional emails, before the event   2 Blog posts prior to the event   Many social posts + retweets from our partners   1 Follow up email   1 Post event blog post   Landing page on website to view recording & download

slides   Blog post with the complete transcript   White paper highlighting the key take-aways

5. Repurpose the heck out of your content

6. Do something innovative!

We created a new and playful remarketing campaign concept   Something simple, memorable and fun

  Remind people about DAM, then get them interested in learning more about Widen

6. Do something innovative!

The results:   Clicks are up 77%

  Conversions are up 396%

  CPA is down 55%

  Conversion rate is up 182%

7. Leverage proof sources to enable word of mouth

Use reviews, ratings and recommendation to your benefit   Make sure your customers know about

them, they won’t find them on their own

  They make you look more credible

  They give people a reason to believe

  It’s proof and validation of your offering

8. Use video to create an emotional connection

Videos can be Informational, Educational, Instructional or Entertaining   In lieu of face-time, videos capture the

emotion of your message

  Easy to do/produce

  Don’t need to be professionally done to capture the feeling you want to convey

  YouTube and Facebook have made this more acceptable

“You guys are everywhere!” - Multiple Widen prospects who come inbound

Build a contagious culture.   Surround yourself with talented, passionate

people

  Let everyone know how they can get involved (write blog posts, get out speaking, share opinions in industry communities)

  Share success with employees on a regular basis to let people know you’re moving the needle

Taking action now

Identify your advocates.   Those customers who follow your social

networks, who engage with you, who show added interest, who refer business to you

Taking action now

Do keyword research.   Do the research to see what terms people

really use when looking for your service

  Use the Google keyword tool + analytics

  Look at your Google Analytics at least once a week to see who went there, what pages they visited and where they came from

Taking action now

Create content.   Build content to meet the keywords people

are searching for, so Google will find it and point people there

  If you’re going to invest time in creating content, repurpose it in all relevant forms and share it across other channels

  You can become a thought leader just by sharing relevant information on LinkedIn and Twitter once a day

Taking action now

Be social.   If you don’t have an account yet with every

major social tool, get one and play around

  It doesn’t have to be some big social strategy right away. Have fun!

  Be true to each social channel. For example, don’t be all serious business on Facebook. You’re reaching people when they want to get away from business.

Taking action now

Just get started.   Start with one thing and keep going

  You’ll make mistakes along the way and that’s okay, but don’t be afraid

  Jump in today

Taking action now

Q and A

Thank you for attending! Contact marketing@widen.com Find Us

widen.com

blog.widen.com

twitter.com/widenenterprise

linkedin.com/company/widen-enterprises

facebook.com/widen

nbrakel-schutt@widen.com  

jathey@widen.com  

  Salesforce.com (CRM)

  Google adwords (PPC), analytics and webmaster tools (IT, Marketing or both)

  ExactTarget/EMMA/Constant Contact (email marketing)

  Compendium (a blogging platform that’s a marketing engine)

  Marketo, Right On Interactive (If what you’re selling is high involvement, you need to have a drip marketing campaign)

  Hubspot (One-stop shop, out of the box)

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