Julie Perry presents on getting startups started with effective content marketing & paid amplification.

1. Getting Startups Started with Effective
Content Marketing & Paid Amplification
with Julie Perry of StrataBlue
Strategies for Social Marketing Success
for Indy SmartUps

2. The Marketing Mix Within this integration, marketing must do
things its never done before.
Market
Advertising
Events
Promotions
Public
Relations
Social
Media
Online
Strategy
Creative
Packaging
Thought
Leadership

3. The Age of the Customer Digital and Social Tools + Mobile =
Technology-empowered buyers…
Market
Advertising
Events
Promotions
Public
Relations
Social
Media
Online
Strategy
Creative
Packaging
Thought
Leadership

4. The Age of the Customer Social Media is on the front lines of your
brand’s image and interaction online.
Market
Advertising
Events
Promotions
Public
Relations
Social
Media
Online
Strategy
Creative
Packaging
Thought
Leadership

5. What we’ll talk about tonight:
• Social & Digital Media Marketing Channels
• The Social Marketing Sales Funnel
• Inbound vs. Outbound Marketing
• Converging/Converged Media
• Content Marketing
• Specific Social Channels:
• Facebook & Facebook Ads Possibilities
• Twitter
• YouTube & YouTube Ads Possibilities
• Google+
• LinkedIn Ads
“It is not the strongest of the species that
survives, nor the most intelligent, but the
one most responsive to change.”
Charles Darwin

6. Social & Digital Media Marketing Channels
A wide range of online, word-of-mouth platforms including:
• Blogs: WordPress, Blogger = Push-Button Publishing & Content
Hubs
• Social networks: Facebook & Google+, Niche Networks
• Professional Networking & Recruiting: LinkedIn, Indeed
• Document Sharing: Slideshare, DocStoc, Scribd
• Video and audio content-sharing sites: YouTube, Brightcove,
iTunes, Vimeo, Instagram, Facebook, Vine Videos
• Microblogs such as Twitter and Tumblr
• Image-sharing sites: Instagram & Pinterest
• Social Bookmarking Sites: StumbleUpon, Reddit
• Location-Based Services: Foursquare, Facebook Places
• Consumer ratings sites: i.e. Glassdoor & Yelp
• Other Digital Objects: Infographics, Emails, Podcasts

7. ArtScience
Social Media Marketing is…

8. This Evening’s Focus
A wide range of online, word-of-mouth platforms including:
• Blogs: WordPress, Blogger = Push-Button Publishing & Content
Hubs
• Social networks: Facebook & Google+, Niche Networks
• Professional Networking & Recruiting: LinkedIn, Indeed
• Document Sharing: Slideshare, DocStoc, Scribd
• Video and audio content-sharing sites: YouTube, Brightcove,
iTunes, Vimeo, Instagram, Facebook, Vine Videos
• Microblogs such as Twitter and Tumblr
• Image-sharing sites: Instagram & Pinterest
• Social Bookmarking Sites: StumbleUpon, Reddit
• Location-Based Services: Foursquare, Facebook Places
• Consumer ratings sites: i.e. Glassdoor & Yelp
• Other Digital Objects: Infographics, Emails, Podcasts

9. Where Your Targets Are Online
We need to adjust our thinking.
• The great days of random Web exploration are over.
• The grand days of social interaction are here.

10. The State of Web Search Today
• New Algorithm & User Interface
• Blended SERPs: videos, news,
places, images, and even shopping
results.
• Social Signals
• Other Engines: Quora, Twitter,
Facebook, Yahoo Answers,
Pinterest, eHow, LinkedIn, YouTube,
Craigslist, etc…

11. The
Social
Media
Sales
Funnel
Exposure/Awareness
Influence
Engagement
Action & Conversion
Retention (Loyalty)
Social & Digital Media Sales Funnel
There are six (6) main categories of social media metrics within the social sales funnel:
Advocacy

12. The
Social
Media
Sales
Funnel
Exposure/Awareness
Influence
Engagement
Action & Conversion
Retention (Loyalty)
Social & Digital Media Sales Funnel
There are six (6) main categories of social media metrics within the social sales funnel:
Advocacy

13. The
Social
Media
Sales
Funnel
Exposure/Awareness
Influence
Engagement
Action & Conversion
Retention (Loyalty)
Social & Digital Media Sales Funnel
Get your advocates—your brand SIRENS—talking. Go for the influencers:
Advocacy

14. Outbound Marketing (Push) Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads & Catalogs
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
• SEO / SEM
• Blogging &
Content Marketing
• RSS
• Social Media
• Social Media ―Ads‖
(both outbound &
inbound)
• ―Viral Videos‖ &
other viral content
• Media Coverage
Outbound + Inbound Marketing

15. Integrated Marketing
Outbound Marketing (Push) Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads & Catalogs
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
• SEO / SEM
• Blogging &
Content Marketing
• RSS
• Social Media
• Social Media ―Ads‖
(both outbound &
inbound)
• ―Viral Videos‖ &
other viral content
• Media Coverage
*The two must weave in and out to be effective.

16. Translated to Converged or Converging Media: Make it all work in sync.
Owned Earned
• Blogging, Website
& Content Marketing
• Social Media Profiles &
Channels
• Press Releases
• Email Newsletters
• Media Coverage &
Product Reviews
• SEO
• RSS
• Social Media Buzz
• ―Viral Videos‖ and
other viral content
that creates WOM
& Buzz
Paid
• TV/Radio Ads
• Social Media ―Ads‖,
Banner Ads & Paid
Search.
• Print Ads & Catalogs
• Tradeshows &
Sponsorships
• Direct Mail

17. Content Marketing
Content = Currency $

18. Content Marketing
Content = Currency $
Give valuable content and
EARN valuable customers.
Share the wealth.

19. Content Marketing = Repurpose, Repurpose, Repurpose

20. Content Marketing – (Currency)
• Use a blog. Post one significant piece of
―link bait‖ per week. More if possible.
• Photos and images count as content –
and you need them to grab attention.
• Talk about the problem, not just about
your solution. (Unless it’s a case study.)
• Pay attention to all stages of the social
sales funnel.
• Find the communities where the
influencers are talking. Find your SIRENS!
• Make content that includes other people
(influencers). Make sure they know (Twitter).

21. Content Marketing – (Currency)
• Establish credibility ahead of time by taking
part in specific forums.
• Find people who are early adopters so you can
take advantage of their input in developing
the product.
• If using a blog to distribute content, make
sure your sharing buttons include context.
• Collect email addresses at multiple
touchpoints.
• No matter how successful your content strategy
is, without paid organic amplification, you’re
leaving substantial money on the table.

22. Paid Social Amplification (Social Ads)
(You’ve gotta PUSH to PULL.)
• YouTube Ads (Google AdWords for Video)
• Target relevant videos and audiences with skippable,
pre-roll video “commercials”.
• Facebook Ads
• Display Ads, Promoted Posts, and Offers.
• Target the fans of similar pages. Don’t just “Boost”!
• Twitter Ads
• Present promoted tweets.
• Twitter "cards" that contain special offers and coupons.
• LinkedIn Ads
• Run standard Display Ads.
• Sponsor a status update from your Company Page.
• Pinterest Ads – Coming Soon!

23. Facebook
Your prospects are here – even if they’re
not. (Word-of-Mouth ―seeds‖ are planted
on Facebook.)

24. Facebook Strategies
Promote content (currency) & campaign initiatives
on Facebook.
1. Implement a content strategy to grow Likes,
increase engagement, drive traffic, build loyalty
and reduce attrition.
• Post compelling messages & eye-catching
visuals for mass audience appeal & sharability.
2. Run contests & promotions.
3. Add Facebook badges and Like buttons to your
own website, blog or even email.
4. Use Facebook Ads to drive awareness, website
traffic, email sign-ups and to promote various
content marketing campaigns.
• Target custom audiences and have a clear CTA!

25. Facebook Advertising
Facebook Advertising is the greatest opportunity
in online marketing right now, bar none.
• Potential profit is easily 2-3x better than
AdWords and SEM.
• Use for ―Like‖ acquisition and direct,
offsite linking.
• Display Ads AND Promoted Posts
• Promote valuable content and really earn
those likes.

26. Facebook Advertising cont.
Promoted Posts:
• Show up IN the newsfeed and drive traffic.
• “Like” Acquisition is a side-benefit.
• Expand reach. (Stagger Likes w/ Content.)
• Can help improve EdgeRank to assist future
“organic” efforts.
• Run Facebook Offers in newsfeed: users can
claim and share with their friends.

27. Facebook Advertising
Target Custom Audiences
• Target existing fan and community pages.
Even publications, other brands and your
competitors!
• Target audiences defined by:
• Precise or broad likes and interests
• Behaviors (new)
• Email Addresses (use Power Editor)
• Facebook user ID
• Facebook APP user ID
• Phone number
• Location (even exclude locations)
• Age & Gender
• Education
• Connections

28. Twitter Strategies to Have in Place
• Twitter Content Strategy
• Twitter Follower Acquisition Strategy
• Engagement Strategy
• Listening: Monitor online conversations,
keywords, and competitors for
opportunities to engage & expand online
reach (mid-funnel)
• Engaging: Initiate and nurture online
relationships with influencers, customers,
and other brand advocates (mid funnel)

29. Twitter Tips:
• Favorite Tweets: Favorite tweets that you like
(the person who tweeted it will be notified).

30. Favorite Tweets Get someone’s attention or show
gratitude.

31. Favorite Tweets

32. Twitter Tips:
• Favorite Tweets: Favorite tweets that you like
(the person who tweeted it will be notified).
• Twitter Lists
• Add people to Twitter lists that compliment their
expertise in given areas.
• Get on people’s radar.
• Build lists to promote as a resource for others.

33. Twitter Lists

37. Use Tweetdeck (or HootSuite)

38. Twitter Tips:
• Favorite Tweets: Favorite tweets that you like
(the person who tweeted it will be notified)
• Twitter Lists
• Add people to Twitter lists that compliment their
expertise in given areas.
• Get on people’s radar.
• Build lists to promote as a resource for others.
• Julie’s Twitter Golden Rule

39. Twitter Tips:
• Favorite Tweets: Favorite tweets that you like
(the person who tweeted it will be notified)
• Twitter Lists
• Add people to Twitter lists that compliment their
expertise in given areas.
• Get on people’s radar.
• Build lists to promote as a resource for others.
• Julie’s Twitter Golden Rule (RT, Favorite,
Lists, Interaction)
―Make
someone feel
important,
and
they, in turn,
make
YOU
important.‖

40. Twitter Tips:
• Favorite Tweets: Favorite tweets that you like
(the person who tweeted it will be notified)
• Twitter Lists
• Add people to Twitter lists that compliment their
expertise in given areas.
• Get on people’s radar.
• Build lists to promote as a resource for others.
• Julie’s Twitter Golden Rule
• Never RT without a comment in front.

42. • Over 1 billion users visit YouTube each
month.
• 4 Billion page views a day, adding up to
1,000,000,000,000 views a year.
• Mobile Access (40%!) & Home TV Access
• #2 Search Engine in the World
• YouTube IS a Social Network.
• New Frontier of Advertising: Precisely
target audiences
• Connectability. Accessibility. Sharability.
Why YouMust YouTube (over Vimeo)

43. Video Content Tips
• Length (keep it short, 1-3 minutes in length)
• Encourage channel subscribers.
• Don’t allow YouTube’s Ads on your videos.
• Variety: Create clips at varying lengths for
different types of promotion.
• Create videos at :31 – :40 seconds to use as
TrueView pre-roll ad content. (Skippable.)
• Audio quality is crucial. Don’t skimp!
• Intros for branding. Extros for connecting.
• Did you include a call to action? You must!

44. YouTube In-Stream Ads.
• TrueView In-Stream Ads are skippable after
five seconds.
• Advertisers are not charged until the video
reaches 0:30 seconds.
• Gain thousands of impressions without
paying a dime! Get a banner ad, too

45. YouTube In-Stream Ads.
• Target user interests AND content.
• Shows ads on specific content (managed
placements): Video & channel placements.
• Specify content keywords that will help
match your ads to video content.
Get a banner ad, too

46. Profiting with Google+
• Plays major role in SEO. G+ is the
evolution of search.
• Mandatory for Gmail users & YouTube
comments.
• Set up a G+ Page and have everyone on
your team Plus 1 every post.
• Cool features—hangouts as an example.
Gather industry leaders for topical
discussions. (Then repurpose to video!)
• Use Hashtags based on topics.
• Claim ownership of your content with
Google Authorship.

47. A Google+ Company Page: Post the same way you do on Facebook.

49. Google Authorship
If you want your authorship
information to appear in search
results for the content you create:
• You'll need a Google+ Profile
with a recognizable headshot
• Verify authorship of your content
by associating it with your
profile:
• You are a well known writer
for a popular site.
• An email address to Google
with the same domain as the
search result URL.

50. LinkedIn Ads
Professional networking for you AND
your company.

51. Have you noticed LinkedIn now allows Sponsored Status Updates from
Company Pages (just like Promoted Posts on Facebook)? Use this!

52. Use an array of targeting options like job title, industry, or geography
allows you to focus your ads towards the people you want to see
them. Targeting options also include demographics.

53. We Help
Successful
Companies Grow
Identify, nurture, engage and
CONVERT prospects into
customers.
Amplify the power of your
reputation & customer goodwill.
We help successful businesses
execute proven strategies
through social media, digital
marketing, and analytics.
Digital Marketing Strategies
Social Media Management
Website Design
Website Optimization
Marketing Automation
Competitive Analysis
Customer Relationship Management
E-Commerce
Cloud Technologies
System Integration
Data Mining
Custom Analytics
Business Process Improvement
Management Consulting

54. Thanks for your time.
LinkedIn: www.linkedin.com/in/julieperry
Twitter: @JuliePerry
Email: julie.perry@stratablue.com
Tel: 317.332.1075
Book Website: www.WorkOnAYacht.com