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Using technology to market your professional service continues to change as new ways to reach clients evolve explains Studio 2055, a brand development and design studio in Carlsbad, California. Today’s biggest challenge for finding new customers is “how to fill the sales channel.” Advances in technology provide new ways to support the sales cycle by increasing traffic to your website and creating buzz around your brand. In the past, leads and new clients were attracted by expensive advertising and public relations campaigns. Now, content marketing is paying huge dividends for firms willing to make a plan and stick with it. What is content marketing? The concept behind content marketing is to pull customers to you as opposed to push. The purpose is to pull in customers by consistently creating relevant content with the purpose of changing or enhancing consumer behavior. The key word is consistent and proves most valuable when integrated into your overall marketing strategy. You own the media; you’re not renting it.
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THE VALUE OF CONTENT/ONLINE
MARKETING Using Search Technology
To Advance Your Brand’s Position
WHAT IS IT? PRODUCING CONTENT FOR ONLINE MARKETING INITIATIVES – Books, white papers, research studies
– Speeches, presentations, seminars, interviews – HR manuals, policies, annual reports – eNewsletters, email marketing, CEO blogs – Customer reviews, employee testimonials – Video, podcasts, audio clips – Social media/electronic output: blogs, Twitter, LinkedIn, Flickr, Tumbler, Pinterest, Facebook – Historic records, stories, articles
MIX IT UP. ONLINE MARKETING AND SOCIAL MEDIA = CONTENT MARKETING
Online Marketing: SEO, social media and content marketing Social Media: an avenue for building your content online
B2B CONTENT MARKETING USAGE BY TACTIC
THE RESISTENCE FACTORS • Stuck in responding to proposals instead of brand building • Time/priorities/budget • Internal resources • Education and experience • Lots of noise out there…where to go? • Generational • Weighing the risks, security • Measuring, evaluating ROI
WHY BUILD CONTENT FOR ONLINE MARKETING? THE BENEFITS THE BUYER’S PERSPECTIVE
• Further defines a brand and tightens customer bonds • Convenience and speed • Familiar process • Remain informed; information relevant
THE MARKETER’S PERSPECTIVE
• Increase lead generation, brand awareness, website traffic • Fuel sales pipeline, drive more business for company • Share information with customers and dimensionalize brand • Measurable and adjustable • Largely automated • Geographic reach; share and viral potential
ONLINE MARKETING FACTS • 77% of professional services firms generate new business leads online • Online lead generation drives faster firm growth • 55% of firms get new hires online • 66% of firms plan to increase their online marketing budget this year
BENEFITS OF ONLINE MARKETING
• Differentiate your firm from other companies; brand building • Position your thought-leaders; stand out from the competition • Build personality of company; gain trust. Social media is more personal, conversational • Generate website traffic, lead generation • Gain market awareness/sharing • Stay top-of-mind with clients • Inform new markets/geographic, advance new products/services • Expand reach; electronic marketing is viral • Recruiting. Employee retention • Improve SEO, search rankings (Google) • Cost-effective. Repurpose content across all media
DEVELOP STRATEGY FOR ONLINE MARKETING
• Establish your objectives and goals • Outline your campaign • Determine responsibilities for implementation • Create schedule • Determine brand position, voice, messaging • Reporting, analyze • Adjust
STRATEGY ENGAGEMENT
IMPLEMENT YOUR PLAN
Establish Process • Content strategy, creation and distribution coordinator • Content calendar • Writing, coauthors • Voice, brand messaging, key words • Extend distribution to website, blog, social, email, enews • Engagement, sharing, incentives, offerings • Brand consistency with social media accounts • Analytics • Sync with other marketing strategies • Coordination and communication with bus dev and sales • Files management, naming conventions
PLAN OF ACTION
Blogs:relevant content
frequency
SocialAccounts:
keep updatedleverage content
tools
White PapersBooks:
gold standardcredibility Interviews
SpeechesPodcasts
Video:sustainable
ContentMarketing
PublicRelations:wire service
leverage contenttools
Inbound linksClient sharing:
social and website
PLAN OF ACTION Tips for How to Get It Done
• Allocate resources–internal or outsource • Establish a social media policy • Get buy-in of strategy • Pinpoint your thought-leaders, senior/junior management • Marry face-to-face with online • Research your firm’s relevancy for your target audience • Poll existing clients. Where/what are they reading? • Set up and report Google analytics • Listen first, broadcast second • Repurpose content • Dig into history, archives, customer testimonials for great content
PUBLIC WEBSITE
COMPANY FACEBOOK PAGE
COMPANY LINKEDIN PAGE
COMPANY WEBSITE/NEWS INTEGRATION
COMPANY LINKEDIN
COMPANY TWITTER
RESOURCES
• chiefmartec.com • contentmarketinginstitute.com • marketingpower.com: American Marketing Association • socialmediatoday.com • hootsuite.com • tweetdeck.com • blog.propertypal.com/40-inspirational-architects-websites • Managing Content Marketing by Robert Rose • The Fame Game 2.0 by Carl Friesen
THANK YOU
studio2055.com
BLOG studio2055.com/designwise
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