THE COMPANY IS THE CONTENTLECTURE 3: VOICES

HUBSPOT QUESTIONSDefine inbound marketing. Contrast with outbound marketing

List and describe the three skills (according to HubSpot) to maximize inbound marketing.

Why do you think inbound marketing is less expensive than outbound marketing?

Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?

DEFINE INBOUND MARKETING

THREE SKILLS

Write compelling content

Distribute content

Engage a community

WHY?

Company

Email sign upsLead genSurveys

REVIEW

FRAMEWORK

MeasureHow will you measure success?

VoicesHow do you want to speak?

ListenWhat is the market saying?

GoalWhat do you want to accomplish?

WORKSHEET

Informer Seller Worker “One-liner guy”

Brand awareness

Influence the market

Lead gen

Customer support

Goa

l

Voices

TacticsMetrics

LISTENING• Getting into the conversation

• Know what is going on• Don’t be the “dig me” guy• General market intelligence

• Prospecting• Hearing what the pain points are• Understanding your customers’ concerns• Empowering sales people

• Support• Solving problems• Being available

VOICES

4 TYPES• Informer• Seller• Worker• “One-liner” guy

Voices add structure to social media effortsMust support the GoalsMust remain authentic

INFORMER• Authoritative voice• Provides information• Seeks to influence

SELLER• Sells, but isn’t a “sales guy”• Relationship based, not transactional• Campaign oriented

WORKER• Solves problems• Listens the most• Reactive

“ONE-LINER” GUY• Playful• Focused on amusement, rather that information• Uses entertainment to communicate an idea

WORKSHEET

Informer Seller Worker “One-liner guy”

Brand awareness

Influence the market

Lead gen

Customer support

Goa

l

Voices

SOCIAL ADS

Half the money I spend on advertising is wasted; the trouble is I don't know which half.

- John Wanamaker (1838 –1922) merchant, religious leader, civic and political figure

ORGANIC VS PAIDOrgani

c Paid

Analytics

Targeting

Reach

Analytics

Free

Evolution away from banner adsFocus on promoted content

FACEBOOK: MORE THAN LIKES

Promoted Updates

Goal Based Advertising

TWITTER: TWEETS AND CARDS

Promoted Tweets

Cards: Visual Twitter

LINKEDIN:CORPORATE FOCUS

Banner and Promoted Content

CONCLUSION• Attempt to add greater metrics, accountability to

advertising• Initial appeal: superior targeting• Direction social networks are going; still a work in

progress• Display ads haven’t performed; focus now on content• Mobile solution

Not an exact scienceEasy way to experiment, see what works

NEXT WEEKAll: • Case: EMC, OSSCube• The B2B Social Media Book, Chapter 4Credit; Grade Students: • Answer the attached questions and submit before class

via email ronpiovesan@gmail.comGrade Students• Start thinking about your projects