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This was a seminar held in during one or our Skapa & Friends meetings at our office. It was about content marketing and specifically on how to use content to attract relevant visitors and drive sales. What to consider when doing content strategies, Google's importance, how to maximize visibility when publishing.
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Skapa & Friends 2013-06-13“Innehåll som driver försäljning!”
Skapa & Friends: Innehållets betydelse
Seminarium om innehåll i bloggar och sociala medier som lockar rätt besökare:
• Strategier för innehåll• Googles betydelse• Optimal publicering• Några exempel• Rätt besökare blir leads• Skapa MediaPac
Skapa – smart online communicationCommunication and marketing:Online marketing is about understanding the needs of your target groups and giving them relevant content – regardless if it’s published on blogs, social media or websites. We‘re happy to do it for you!
Web, technology and development:Irrespective if you use a smartphone, a tablet or a computer, it’s the access to the right data that determines your success. We build advanced and easy-to-use apps, extranets and websites that supply the data at the right moment!
A few of Skapa’s customers…
“I think we should have a blog!”
“Should we or corporate communication handle it?”
“LinkedIn is really good. And now you can have a company page”
“How many updates do we need to do on it? Who will do it?”
Strategies for content
Are you publishing every day…“…and pushing stuff out on Facebook because it's the right thing to do and you just need to keep in people's faces? Or are you doing it because you have something to say, that you've thought it out, that you know exactly what it is? There are a lot of brands who are simply there because they can be."
Mitch Joel is President of Twist Image -one of the largest independent Digital Marketing agencies in North America. A prolific blogger and podcaster, Mitch is the author of Six Pixels of Separation and most recentlyControl.Alt.Delete.
Source: http://www.marketingprofs.com/podcasts/2013/10814/kill-your-content-mitch-joel-on-marketing-smarts-podcast#ixzz2VuwRMJmV
What's the ultimate goal of using content to achieve business results? Is it: • Increase brand awareness?• Improve client engagement?• Decrease customer support inquiries?• Attract and retain key staff members• Support sales with valuable leadsAnything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goals
”Creating valuable local dialogues”
The benefit of using social media increases
1. Gather information from opinion leaders, business specialists, colleagues, partners and competitors
2. Publishing material to create activity, attract ”Likes/Followers” and increase potential reach
3. Publishing of valuable and customer focused content
4. Engagement and dialogues build relations to the company and between your fans/followers
• Define your target groups / personas• Listen to their main challenges in their operations relating to
your business or offering• How can your content help them with their questions,
challenges and needs?• What types content can be used?• How much resources do we need?• How can we make sure not to deviate from our strategy?
Strategy – Customer oriented content
• Vilka marknader finns ni på?• Vad driver dem till er?• Varför blir en prospect en kund? Varför inte?• Finns det säljare, marknadsförare, kundstöd bland dem• Lojaliteter mot varumärke, produkt, återförsäljare, tjänster,
service, personal, etc.• Hur kommunicerar de med er idag?• Var i den digitala världen finns era målgrupper?
Nulägesanalys av kunder och prospects
Strategy to attract relevant visitors
Website
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
Blog
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
WebsiteBlog
Source: http://www.cmocouncil.org/download-center.php?id=262
Content with best ROI
Content with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emarketer.com. CopyPress, “2013 State of Content Marketing Study”, Feb 12, 2013.
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
RamirentGoogle place 1-10 on: • climate monitoring
technology• limited space
construction• know-how on safety
machine
Tripnet – local expertise
Google: lastbalansering
Volvo Penta• Blog on a trip down the
English Channel with a work boat with the new Volvo Penta IPS 900 on board.
• Volvo Penta Facebook
Ett Skapa-exempel på genomslaget
Nr. 1 efter 2 minuter!
Rätt besökare blir leads
“We have a great sales force”• Good understanding of
our customers needs• Supreme knowledge of
our products/services/ solutions
• Excellent ability to strengthen relations and build confidence
Google image search “salesmen”
Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
FACEBOOKBLOG
ARTICLE
YOUTUBE
WEBSITE
Skapa MediaPac
Innehållsmarknadsföring
TidKampanjer
Innehåll
Marknadsförings-värde
Skapa MediaPac för resultat
• Vi har tagit fram en lösning där vi:– Baserat på er innehållsstrategi, skapar vi relevant innehåll för er som
ger er värde nu och i framtiden.– Publicerar det på ett optimalt sätt i flera kanaler som ger en stark
Google-effekt.– Mäter resultatet, jämför mot mål och agerar på det.– Skapar nya affärsmöjligheter för er!
• Det är detta som vi kallar för smart online-kommunikation och som vi erbjuder i vår lösning Skapa MediaPac.
Kontakta oss gärna för ett möte:Erik Ekholm, Skapa.seTel 031 [email protected]
Kajsa Owenede, Skapa.seTel 031 [email protected]
