presents

presented by

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How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social

Liz Richards, Executive Vice PresidentMHEDA

Eddie Bluff, Vice President Key Accounts & Co-FounderSite-Seeker, Inc.

Brian Bluff, President & Co-FounderSite-Seeker, Inc.

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What We’ll Cover…

• MHEDA’s experience with search and social

• Changing Internet marketing landscapeo How search and social fit togethero How associations and members can

benefit • Search and social in the material-handling

world• Associations• Where it’s all going• Getting Started

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MHEDA’s Digital Marketing Experience

1996-1997INDUSTRY-NET (Anyone remember them?)

1997 to presentInternet 4 Associations

2015 ???

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MHEDA’s Digital Marketing Experience

MHEDA’s Critical Impact Factor – Defined in July 2009

“Because of emerging online technologies and social networking sites members and the association need to become educated and understand the implications and opportunities.”

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MHEDA’s Digital Marketing Experience

2014• LinkedIn Group (formed May 2009):

8,700+ members• LinkedIn Liz: 1,341 connections• Twitter: @MHEDAOffice 3,400+ followers• Facebook: 422 likes (24% increase since

Jan)• Google+: 113 Followers/MHEDA & 281

Followers/Liz• MHEDA TV*: Visitors/Jan: 1,701

Visitors/May: 11,626*Unique visitors 167% increase since Jan

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MHEDA’s Digital Marketing Experience

Tools & Vendors• Board Members are #1 support• I4A• MHEDA Publishers• Beacon Live• WorkerBee.TV• HootSuite, ManageFlitter• MHEDA’s Networking Coordinator• Site-Seeker

oEducation – Lives Conferences & Webinars

oSponsorshipoWebsite Audit – Step 1: Buyer Persona

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MHEDA’s Digital Marketing Experience

Member Involvement• LinkedIn Discussions – Round

Table Topics• Follows, Shares and Likes• Board Member Tutorials• Webinars – Professional &

Member Led• Lots of Promotion – Early

Adopters “Champions”/Emerging Leaders

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MHEDA’s Digital Marketing Experience

Member Involvement• MHEDA Publishers – Data

Key then Naylor• MHEDA TV – Content

Marketing• Thought Leader Video

Series - a Home Run• Content 360 – Moderator in

Chief

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MHEDA University – Online Education

MHEDA University – Online Education

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Current Project

• Measure and Reporto Establish website performance

Baselineo Create automated Google Analytics

automated reports o Set up rank tracking reportso Periodic website performance

analysiso Perform user testing on the existing

site

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Current Project

• Adjusto Make recommendations to improve

usability, ranking and conversiono Support website fix/build decisiono Current website and CMS capability

assessment (cost and functionality) o Coordinate with vendors to define

and price out changeso As needed, create requirements

document, sitemap, wireframe

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Current Project

• Persona Developmento Development of top four Buyer

Personaso Results to be presented to board at

the fall meeting

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Changing Internet Marketing Landscape

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Social Media

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Convergence Of Search And Social

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How Has Google Changed

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The Way We Search Has Changed

Used ForkliftForklift for sale

Interest Over Time

2005 2013201120082007Average

Our Devices Have Changed

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2.9% 11.21%

MHEDA’s Mobile Traffic Jan 12 – May 14

250

Sessions Vs. Time500

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ID Need

Evaluate

Post Buy Eval

Purchase

Search

Generate Lead

Propose

Win

Negotiate

Engage

Upsell/Resell

• Educate prospects• Repurpose & distribute content

• Position content search engines and social media

• Strengthen brand awareness - create buzz

• Engage prospects through social media and website

• Eliminate risk, demonstrate value, simplify the buying decision

• Customers promote your brand• Generate referrals

Buying Process

Selling Process

Supporting Internet Marketing Strategy

How Customers Buy Has Changed

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Your

Websi

teSocialMedia

0.75%

75

10,000

More Money

0.75%

94

12,50025%

25%

1.0%

125

12,500

0.25%

67%

Vertical Websites

Our Focus Needs To Change

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Why Measuring Is Important

• Keeps you focused• Decisions based on facts

• Allows you to test• Accountability• Assess effectiveness

• Identify opportunities

• Improved campaigns

• Reduce cost

*** 3.8:1 – Calls:Forms

Goal Completions

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Live Site Reviews. Any Volunteers?

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MHEDA Website Audit

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MHEDA Website Audit

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MHEDA Website Audit

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Google “Material Handling Education”

Google # 27

Material Handling Education is in the text

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Google “Material Handling Education”

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MHEDA Website Audit

Duplicate

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MHEDA Social Stats

MHEDA Group page has 8,680

MHEDARebecca • 1,237 Followers• Klout Score 46 MHEDAOffice (Liz) • 3,301 Followers • Klout Score 51

MHEDA page 113 FollowersLiz’s Personal Page 281 FollowersRebecca’s Page 91 Followers

• Average Klout score = 40 • Only 5% of users have a

63 or higher

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Powerful Industry Sites

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Membership Is Generating Content

Blogs

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Membership Is Sharing Content

Active and Sharing

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Offering A Great Experience

“3 Things Your Company Must Be Doing In The Digital Age

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Actively Engaging

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Welcome To The Future

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The value of great content has never been lower, the importance has never been higher.

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Become the

Expert

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Lead Discussion

Participate In Discussion

Establish Credibility With Social Media

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Creating/Disseminating Expert Content

Everyday we…• Solve problems• Think• Develop solutions• Learn• Teach

We communicate information by• Email• Presentations• Proposals• Sales literature• Case studies• Articles• Press Releases

There is an opportunity to repurpose content• Blog• Video• Guest article• Email news Letter

And to distribute content via• SlideShare• Twitter• Facebook• LinkedIn• Google+• YouTube

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Reduce Social Media Costs

Make it a team effortSet aside your “go-to” resourcesCreate editorial calendar ahead of time

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Reduce Social Media Costs

Automation and scheduling tools can help streamline the process

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MHEDA 360 Metrics

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Inbound Marketing

Inbound marketing is advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand.

Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

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What is Drip Marketing / Lead Nurturing• Send pre-written

messages• Content offers via email

marketing • User behavior

triggers/dictates the sequence

• Handoff better qualified leads

• Lower cost to process leads

• http://www.softwareadvice.com/crm/marketing-automation-comparison/ • http://www.getapp.com/marketing-automation-software • http://www.g2crowd.com/categories/marketing-automation/compare

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Buyer Personas

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GOAL: Keep visitors on your site, reading content and viewing pages

Sales Personas1) Engineer 2) R&D3) Buyer4) Sales & Affiliates 5) Manager6) Co-Supplier

HR Personas7) Employee 8) Applicant 9) Partner

Corporate Personas10) Community11) Media

Align Website To Satisfy Persona Needs

1,3,4,5,6

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Personas And The Buying Process

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Lining Up the Buying and Selling Process

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Where To Start

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Outline Of An internet Marketing Plan

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Questions? Thank you!

Brian BluffPresident & Co-FounderSite-Seeker, Inc. brianbluff@site-seeker.com@BrianBluffw: 315.732.9281 x 11

Eddie BluffVice President Key Accounts & Co-FounderSite-Seeker, Inc. eddiebluff@site-seeker.com@EddieBluffw: 315-732-9281 x 14

Liz RichardsExec Vice President MHEDAlrichards@mheda.org @MHEDAOfficew: 847-680-3500