Digital Marketing:Embracing the Concept, Taking First Steps, and Advancing Ahead
Susan Burton | Director of MarketingSequent, Sequent Consulting and IntegreatHR Technologies
Ryan McInerney | President and Lead Strategist TechShepherd
Inspiration Lab AgendaDigital Readiness Survey Video
Session 1: How PEOs Can Leverage Digital Marketing in 2016
Session 2: Sequent Case Study- Making Content Marketing Work for Your PEO
3 Min
25 Min~
25 Min~
2015 PEO Digital Readiness
2015 PEO Digital Readiness Featured Video
ZMOT: Zero Moment of Truth
Know Your PEO’s Digital Marketing Scoretechshep.net/marketing-grader
Now Is the Time To #Grow your
PEO
All Star TeamTechnology Ecosystem
Technology Ecosystem
Digital Readiness
Mobile Website
Content
Social
SEOMarketing Automatio
n
Email 2.0
CRM
Build a Remarkable Team: InsourceMarketing Director
Marketing Manager
Web Designer
Web Developer
Writer Social Media
SEO Graphic Designer
Build a Remarkable Team: OutsourceMarketing
Director/Champion
Marketing Manager
Web Designer Web Developer
Writer Social Media
SEO Graphics
PEO Partner
Build a Remarkable Team: HybridMarketing Director
Social Media Writer Marketing
Manager
Web Designer
Web Developer
Writer Social Media
SEO Graphics
PEO Partner
Build a Remarkable Team: Hybrid
Marketing Director
Marketing Manager
PEO
Freelance Army
Writer
Graphics
SEO
Web Design + Web
Development
Social
Session 2:Making CONTENT MARKETING work for your PEO
Here’s how it works . . .
Creating Online
Content
Getting People to Our Site
Building Contacts,Prospects
Followers
I
ProspectExplores• Becomes
acquainted with brand & offer
• Realizes need
SequentAttracts• Draws visitors to
site• Generates interest• Grows contacts
Researches• Identifies problem• Researches potential
solutions
Educates• Informs site visitors• Shares expertise• Starts dialog &
generates leadCompares• Examines options • Begins narrowing
solution providers
Validates• Demonstrates
experience• Illustrates value• Converts leads to
customers
Ebooks & White Papers Articles
ChecklistsOverview Videos
Surveys
WebinarsCase StudiesAssessments
Videos
ConsultsDemos
• Get to know your audience• Learn everything about them
What is a day in their life like? What are their pain points? What do they value?
• Know what’s relevant and interesting• Write content that they can relate to
Tools for getting your Content read
1. Understand the Purchase ProcessB2B buyers do 2/3rd of their research before speaking with a sales rep
2. Create compelling content that speaks to a specific target
Content without strategy is just stuff
3. Right Person, Right Message, Right Time Using content to anticipate user needs
• Helpful/Useful Content
• Educational Content
• Timely Content
3 Categories of Compelling Content
Let’s look at 3 examples:
1. Helpful article based on an Entrepreneur.com interview with a Sequent expert
2. Educational Sequent article published by Business Magazine
3. Timely blog post turned to email campaign
Helpful article on Entrepreneur.comBeth is interviewed by Entrepreneur.com People Google Beth
to learn more about her.
People read and share the
article
That leads them to our
Website
Which leads them to a Landing Page New Contact!
These are the people that felt the urge to share it.
Many more read it!!
Educational article in business magazine
New Contact!
Tweet links to
Landing Page
Social Share Links on Digital pdf
Amy is interviewed by Magazine
Pre-written Tweet
Timely blog post turned into email campaign
Writes blog, works with Marketing to post
Emily has a great Idea for a timely blog
Email Campaignspreads the word to prospects
Links toblog & site for more info.
The More It’s Read, The More It’s Shared
You’re the Experts • Get inside the head of your audience• What interests them-what are their priorities?• Come up with compelling topics that hit their pain points
Weaving 3 marketing approaches together for the best ROI
• Content Marketing Is “PR” for your company brand
• Relationship Marketing The Partnerships you form with other businesses on a referral basis, organizations,
associations, entrepreneurial groups and chambers to name a few. – Sharing articles and blogs of interest to these groups gives them content for their
sites, solidifies the partnerships, cross linking opportunities to your site and leads to referrals
• Cross-Channel Marketing It isn’t about blasting to as many channels as possible, it’s about coordinating your
channels and leveraging their individual strengths to create a customer experience that is natural, unobtrusive and most importantly useful.
• Build an active, ongoing relationship with those who want to hear more about your subject through twitter & Linkedin
• Social media involves clever status updates, linked infographics or images that are easily consumable content
Don’t cut off the Conversation
You have something they wantThe key is to make a fair exchange
Remember ..People aren’t giving you personal information out of the goodness of their hearts.
From the beginning-consider how you’re going to present your offer so people want to give you their information.
If someone gives you information that’s a relationship you want to foster.
Content Re-Purposing Techniques
• Reach a wider audience and create different content combinations – Create an update then add to existing content
– Combine related materials into one that connects them all
• Top 10 posts of the year
– Transform Content from one medium to another
• Creating an infographic from a white paper on the same topic produces cohesive content that is tailored to specific channels.
– Personalized individual level content
• Use targeted lists from content downloads• Marry CRM data to content targeting
• Infographics• Ebooks• Social media • Articles with social media links• Relationship marketing
– chambers and associations, entrepreneurial centers• cross linking- social announcements to groups• ebook pushes to groups
Discover the right campaign for your audience
Year over Year Results
Some of our recent results
The Trials and TribulationsIt’s an on-going process
1. Must establish an annual or at least quarterlyContent Marketing plan
2. Stick to it! Get your soldiers to commit to at least a blog a week, a few ebooks a month or pieces of information such as articles that highlight your thought leaders.
3. Switch it up- when something happens in the news- contact media outlets –they are eager for subject matter experts to answer questions they need for a story.
4. Don’t sweat it- you most likely have the content already- just re-purpose a white paper or a case study- add new areas of interest with icons, pictures or infographics.