presents presented by how mheda and its members are successfully marketing online via search and...
TRANSCRIPT
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. [email protected]@BrianBluffw: 315.732.9281 x 11
Eddie BluffVice President Key Accounts & Co-FounderSite-Seeker, Inc. [email protected]@EddieBluffw: 315-732-9281 x 14
Liz RichardsExec Vice President [email protected] @MHEDAOfficew: 847-680-3500