Inbound & Content Marketing - Metavallon
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Inbound & Content Marketing - Metavallon
- 1. How to “blow the lid off” your startup with Content and Inbound Marketing DIMITRIS AXIOTIS – FIWARE STARTUP BOOTCAMP, BERLIN, MAY 2015
- 2. According to Content Marketing Institute Content Marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”.www.metavallon.org
- 3. In fact, it is all about storytelling. www.metavallon.org Unknowingly, the average person receives an average of 360 commercial messages on a daily basis. We don’t appreciate advertising any more. We appreciate organizations that tell nice stories.
- 4. Why content marketing is useful for startups Startups produce a wealth of useful and valuable information on a day-to-day basis. Publishing this material allows them to: www.metavallon.org Build an active online community and generate ORGANIC LEADS Establish brand + product/service awareness Create a trustworthy profile Become opinion leaders Engage with prospects “Listen” to their market through their social media and make a product or service more competitive
- 5. A lot cheaper than native advertising Basis for inbound marketing and leads generation Allows modern customer service operations Helps companies increase customer loyalty Allows access to global markets from point 0 Is the most efficient way to build a proper community In general, the major benefits of content marketing are: www.metavallon.org
- 6. Example: How they get Customers at MOZ? ~18% of signups come via paid channels (in blue); the rest are via inbound channels Paid Channels Inbound
- 7. Visitors you can buy. Customers and partners you can never buy. The “secret” is to educate, inform, entertain people. Oh yes, and make people feel good. YOU EARN THEM
- 8. www.metavallon.org Only quality and informative content will take prospects from top to the bottom of the funnel Why? Because it is the most effective way of 1. Creating prospects and leads 2. Maintaining their interest in your business 3. Making them trust and appreciate you 4. Making them “buy” again or recommend you further.
- 9. What “mediums” can be used? www.metavallon.org The core platforms for organizations to implement a content marketing strategy are the blog (+website) and of course the social media channels. Startups can publish: Blogposts, social media specific posts (comments, images etc), eBooks, Newsletters, infographics, White Papers, interviews, Press Releases, Videos, Surveys, Webinars, Podcasts.
- 10. What startups can talk about? www.metavallon.org -“How To’s” for their product or service -Talk about the way they work -Talk about their team - Express opinion on industry trends - Hijack the news by adding extra value and info. - Answer customer questions - Raise new industry issues - Explain future plans - Provide useful product or industry insights - Give their partners a voice (i.e through guest blogging)
- 11. Tools for content & inbound marketing www.metavallon.org For easy email marketing practices MailChimp Hootsuite is ideal for enhancing social media efforts Visual.ly and Infogram allow users to create infographics Storify Collects social media mentions on a chosen topic, trend, or event SEOmoz – Enables users to monitor social media, manage SEO campaigns, and more There are thousands of tools like these on the market. These are proven, very useful and good to start with. It all starts with having a company blog, well organized social media profiles and a search engine optimized website. A CRM and/or a marketing automation system is important when leads start to multiply quickly.
- 12. R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals Every One of These Marketing Tactics Helps Every Other One
- 13. www.metavallon.org Lead generation tricks (on websites and social media) 1. Pin messages based on the element of scarcity or the Bandwagon effect. 2. Use CTA’s that rock. Eye-catching and persuasive. Avoid usual wording. Try to trigger people’s senses and feelings. 3. Create landing pages that convert. 4. Use majestic headlines everywhere. 5. Remember that less is more. 6. Always encourage social sharing. 7. Use progressive profiling when collecting emails. 8. Make everything clickable. Even your contact number! 9. Create and send email campaigns with huge value for your community.
- 14. www.metavallon.org Go mobile!!!!!!! Social & Mobile: Why you need to get mobile* • 78% of Facebook users access via mobile at least once a month • 60% of Twitter users access via mobile at least once a month • 67% of users are more likely to purchase a product or service from a mobile-friendly site • 78% of users want to be able to find what they’re looking for on a mobile site in just one or two clicks • Brand mentions on mobile increased 14.2× from 2012 to 2014, whereas web-based brand mentions were only up 4× in the same period (*source: Hubspot)
- 15. www.metavallon.org Your behavior on social media Audience acquisition is a Marathon. Not a sprint. When it comes to seeing success with social, you need to develop your available audience with: • Shareable content • Excellent social customer care, and • Visibility-building promotions However, it’s important not to put too much emphasis on self-promotion or on going ‘viral’.
- 16. www.metavallon.org Your behavior on social media
- 17. www.metavallon.org Myths and truths about digital marketing
- 18. www.metavallon.org Myths about content & inbound marketing • Content and Inbound Marketing is just a project for growth. • There is a predefined recipe for success on the social media and some people know it. • ROI is certain. • It is only digital nowadays. • Google+ is useless and a real ghost town.
- 19. www.metavallon.org More myths… • Outsourcing inbound marketing will get you from 0 to exactly where you want to go. • If your whole team is busy with product development, then stick with it. • Inbound & Content marketing are direct sales techniques. • A strategy can be made for all different buyer personas.
- 20. www.metavallon.org Truths…. • Quality content is the only way to make Google love you. Panda algorithm rewards quality, easy to read and digest content on blogs and web pages. • In collaboration with Penguin algorithm they can ditch your site if content is poor, replicated etc. • Facebook ditches posts from company pages that never advertise. • Mobile is the most popular platform. Content should be optimized accordingly.
- 21. www.metavallon.org Don’t ignore mainstream media • You have to give them news and staff that interests their audience. • Make things easy for them. • Once you set up a few useful contacts, keep them engaged with valuable material. • Give them info, stories. Make them feel that you chose them and you give hot insights only to them. • A simple media outreach strategy may include (1 PR/month, 2 personal emails with plain gossiping, introducing them to selected partners).
- 22. How small and big companies use content & inbound marketing www.metavallon.org •Startups to look at: Prezi Infogram •Giants to look at: : CISCO Coca Cola IBM
- 25. www.metavallon.org connect@metavallon.org f: /metavallon t: @metavallon in: Metavallon – Ideas to ventures
Hinweis der Redaktion
- In fact and you probably already know, content is the essence to all forms of Digital Marketing and Inbound Marketing in particular.
- Startups need to sell fast, but they need to be aware that hard selling is often boring and annoying. On the contrary, people really love and engage with compelling stories. And yes, they don’t’ mind if these stories are banded.
- With the need to produce and communicate engaging stories, it appears that brands need to think like publishers. They need to think and act like media companies. Large corporations now even set up a proper small newsroom employing journalists.
- What we are talking about is Original and informative content with careful keyword selection and “white hat” approach to SEO. This makes the webpages (+ blog) of a startup extremely friendly towards Google search engine. Also content marketing:
- Example of how digital agency SEO MOZ makes results from Inbound Marketing. They use both paid and organic methods. The results are amazing.
- One of the most common pitfalls for startups. You may use growth marketing techniques to build an email list fast, for example. There a lot of them out there. BEWARE! Is this list going to be organic? Is it going to be filled with people who are really interested in what you do? This is very difficult to tell. The only way to tell is to see how this list behaves over time and how they interact with your content.
- Of course, inbound marketing is and should be connected straight with sales.
- There is no need to publish content in all these forms. Look at what your audience usually engages with and do that. Once you master this process try to make something different from what your competitors do.
- Every technique helps one another. If as a startups you have limited resources you will need to choose carefully and plan how you will make this happen online. Otherwise, the effort can be massive and extremely consuming in terms of money and time.
- Progressive profiling technology, a feature that is usually an extension of dynamic form fields, allows you to set up iterative forms that enable you to designate which questions appear based on what you already know about a particular lead. That way, every time a lead fills out a form, you are progressively collecting valuable new information about them while keeping your forms short and easy to complete. This enables you to build up the amount of information, or intelligence, you collect about your individual leads without causing more friction in the conversion process. Ultimately, progressive profiling technology enables you to collect the right information from your leads -- at the right times.
- ++ Google algorithm update on April 21st will put penalties on non mobile friendly sites.
- Use virality if you can. But don’t go after it. It does not help you grow organically and it might fill up your list with leads of extremely low quality or with people who might not be interested about your business at all.
- The media are starving for startup stories.
- If you are not a marketer yourself, then this strange guy should be your next hire.