developing your professional brand and ours through conent marketing
TRANSCRIPT
DEVELOPING YOUR PROFESSIONAL BRAND & OURS
THROUGH CONTENT MARKETING
THIS PRESENTATION BROUGHT TO YOU BY…
WHY WOULD I WANT TO DEVELOP MY PROFESSIONAL BRAND?
• Having an industry “ celebrity” with known expertise builds up ARCADIS Thought Leadership “brand”
• Better contacts and clients for you and ARCADIS
• Industry recognition • Increase sales • Open more professional opportunities • Build communities
BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’ RE NOT IN THE ROOM
“
” - Jeff Bezos, amazon.com
DEVELOPING YOUR BRAND TODAY
CONTENT MARKETING • Communicating with your clients and prospects
without selling • Delivering information that makes your client
more intelligent while establishing yourself as an authority
• Creating a trusting relationship
“
”
“ Creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of
driving a profitable customer action”
WHY DOES CONTENT MARKETING WORK?
• Prospects and clients want our perspective, not our
product
• The sales process starts early and ends late
• Our buyers search for answers to their problems
• Because trust still matters
• Because ULTIMATELY it helps win business and
drive down the cost of sale
WHAT IMPACT DOES ONLINE CONTENT HAVE ON VENDOR SELECTION?
1%
27%
60%
12%
Say online content highlights the vendors that best understand their needs
35%
Online content is helping shape
BUYER VIEWS On BtoB brands
Major impact
Moderate impact
27%
60%
12%
1%
Small impact
No impact
Source: Define What’s Valued Online, CMO Council
WHAT DOES MY PERSONAL BRAND AND CONTENT MARKETING HAVE TO DO WITH ARCADIS?
Improving ARCADIS’ brand-building capabilit ies – SUSTAINABLE GROWTH 1 Improving your own personal brand and
establishing ARCADIS as a firm full of experts 2
Opening new doors for new teaming partnerships / possibilit ies - COLLABORATION 3 Recruit ing – PERFORMANCE and
COLLABORATION 4
Sharing ARCADIS content helps spread the word as well as promote ARCADIS – SUSTAINABLE GROWTH
5
THOUGHT LEADERSHIP
2
3
1 KNOWLEDGEABLE
AUTHORITY
EXPERT
HOW DO I GET THERE?
Be Trusted
Be Successful
Be Known
Be Found
Linkedin, Personal Bio
Showcase your skills - blog, content, speaking engagements
Case studies, outcomes, performance High visibility projects can translate easily to visible expertise.
Who are you connected to, are you sharing or creating good content?
TYPES OF CONTENT
Awareness Purchase
Emotional
Rational
CONTENT YOU CAN CREATE NOW
GUIDES/KITS 10-to 30-page downloadable PDF documents that resemble short ebooks, guides or kits.
WEBINARS These presentations are perfect for both generating leads and nurturing existing prospects
WHITE PAPERS These longer content pieces are usually technical in nature and focus on a specific topic area.
BOOKS BLOGS NEWSLETTERS
CASE STUDIES Show off your most impressive results
Content Must Be… In order to…
Valuable Must be content that others want to know about
Relevant To your target audience
ATTRACT
True Building trust, establishing your expertise
INFORM
ENGAGE
Find, enrich and share existing content
26%
19%
19%
17%
16%
3%
What types of content do you most t rust and value?
CONTENT SHARING
Professional Association research reports/white papers
Industry group research reports / white papers
Customer case studies
Analyst reports / white papers
Independent product reviews
Vendor-created content (white papers, etc.)
Source: Better Lead Yield in the Content Marketing Field (CMO Council, 2013)
CONTENT SHARING
PASSIVE ACTIVE
Expert
Information
Receiver uses and absorbs
knowledge
Expert
Information
Receiver uses and absorbs
knowledge, comments and shares
Feedback
Feedback
Group Space
GROUP REACH
Individual Space
(profile)
Connect ions
TOP MARKETING TOOLS A/E/C VISIBLE EXPERTS USE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LinkedIn Other Speaking Articles Company Website
Keynote Address Biz Pub Articles Feature in
Facebook Webinars Blogs Twitter
Sources: 2015 B2B Content Marketing Trends/ North America, Content Marketing Institute/ Marketing Profs., Webbiquity, Aug 27,2013. LinkedIn for B2B Lead generation’ infographic by Oktopost as shared by business2community.com , Mar’2014. HubSpot, State of inbound Marketing 2010,2011,2012.
1. It’s your agent
2. It’s your 24/7 billboard
3. It’s your professional association
4. It’s your personal website and blog
5. It’s your portfolio
6. It’s your reference check
7. It’s your teacher and mentor
8. It’s your recruiter
9. It’s your salesperson
10. It’s your career coach
11. It’s your contact management system
12. It’s your researcher
WHY LINKEDIN?
Source: Forbes.com, 6/10/2014, “Why LinkedIn Is The Only Personal Branding Resource You Need”
YOUR AGENT Makes you visible to decision-makers who are looking for the services you provide.
YOUR 24/7 BILLBOARD • Delivering the first impression, even when you’re
not there. • If someone Google’s you, it’s most likely to pop up.
YOUR PROFESSIONAL ASSOCIATION • Groups make it efficient for you to be part of
targeted discussions
YOUR PERSONAL WEBSITE AND BLOG • Let’s you showcase your expertise and express
your point of view
YOUR PORTFOLIO A t rue mult i-media port folio • It allows you to integrate images and videos into
your summary and experience
YOUR REFERENCE CHECK • Provides validation
• Endorsements confirm strengths and skills
• Recommendations spotlight testimonials
YOUR CONTACT MANAGEMENT SYSTEM • Allows your to organize and manage your contacts • You can “tag” contacts into groups to communicate
with them by category
• Provides information about companies and products • Helps you find experts in a specific industry
YOUR RESEARCHER
MISTAKES YOU SHOULD NEVER
MAKE ON LINKEDIN
1 Not using a
picture
2 Putting up the wrong picture
3 Skipping the
status
4 Using the default
connection request
5 Neglecting the
privacy settings
6 Skipping the
summary
7 Eliminating past jobs or volunteer
work
8 Lurking
Source: Forbes.com, 3/4/2013, “8 Mistakes You Should Never Make on LinkedIn”
NO kids! NO pets!
…PUTTING UP THE WRONG PICTURE
NO spouses!
Don’t skip the status!
Don’t use the default
connect ion request
STRANGER DANGER • You don’t know them from Adam • They didn’t customize their request • They look and feel like a scammer
REASONS TO REJECT A LINKEDIN CONNECTION REQUEST
Source: Entrepreneur.com, 4/17/2014, “Stranger Danger: 3 Good Reasons to Reject a LinkedIn Connection Request”
Don’t skip the summary
DON’ T DELETE PREVIOUS WORK HISTORY OR VOLUNTEER WORK
You never know what can spark someone’s interest.
DON’ T BE A LURKER!
NO, NO, NO!!!
AN EXAMPLE OF AN EXCELLENT LINKEDIN PROFILE
