skapa at west sweden chamber of commerce november 20, 2015

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Driving Sales with Content Marketing!West Sweden Chamber of Commerce, Nov 20, 2015

Driving Sales with Content Marketing

• Very short presentation of Erik & Skapa• Challenges for B2B• Content Marketing• Social Media Strategies• Attract and Convert Visitors to Leads• Measure, Analyze, Act• Conclusions and Discussion

Presentation – Erik Ekholm

• CEO at Skapa• Master of Science and Naval Architect at

Chalmers University of Technology• Previously at Stena AB, Volvo Trucks,

Rosemount Tank Radar• Founded Skapa in 1996• Lecturer in online marketing at IHM

Business School, Stockholm School of Economics, West Sweden Chamber of Commerce and Norwegian-Swedish Chamber of Commerce.

Skapa – Smart Online CommunicationCommunication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content published in multiple channels.

Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and web based system solutions that supply the data to the right person at the right moment!

We Love Business-to-Business…

https://www.youtube.com/watch?v=YV-3ZgLRnAc

7

A few trends

Mobile data continues to increase: +52% y/y

http://www.akamai.com/stateoftheinternet/ (with data from Ericsson)

From apps to thingsHealth & fitness Ring Google

Glass & Nest

TeslaDrones

Users create huge values

Waze(Acquired by Google for USD 1 billion)

WhatsApp(Acquired by Facebook for USD 19 billion)

UBER(Valued at USD 40 Billion)

”Facebook? – Aber nein, we are not that kind of a company!”

”Facebook? – Aber nein, we are not that kind of a company!”

• What if someone writes something negative about our products? Or that our legal eagles don’t approve.

• What if our competitors may learn of our secrets!• We can only create one article per quarter – maximum!• What do the sales people tell the customer, if everything has

already been published?• It’s impossible to manage in multiple languages• The dealers/distributors don’t like that we have direct contact

with the end customers.

A few objections to using social media

Challenges for B2B Sales & Marketing

• Identify your potential customers• Understand the customers’ needs• Attract the customers• Create a relevant communication• Built trust and confidence persistently• Be top-of-mind when purchasing

decision is made

Focus less on push of content– focus more on attracting interest!

Content Marketing

Attract: New business and develop loyaltyby delivering:relevant and updated contentthat meets the customers’ :Needs, challenges and questions

Content Marketing is Perfect for B2B

Relevant Content Attracts Visitors that Become Leads

Visitors

Customers

Inspiration / Customer needs

Brand building / Company

Offer / Products / Services

The B2B Customer’s Purchasing Journey

CustomerMagazines

Relevant Content Feeds Multiple Channels

CONTENTSales Material

Website

Blog

Email-Marketing Social Media

EmployerBranding

Press

Social Media Strategies

SEARCH OPTIMIZATION

PUBLISHING PLAN

EDITORIAL CALENDAR

POLICIES & GUIDELINES

BUSINESSES

SEGMENTS

E-COMMERCE

RESOURCES

CHANNELS

PERSONALITY & TONE

ONLINE STRATEGIES

METRICS

RISKS

BRAND

TACTICS & PLANS

PERSONAS

KPIs

COUNTRIES

MARKETS

GOALS

VISION & TARGET

WORK PROCESSES

ORGANIZATION

CONTENT GOVERNANCE

NEEDS & CHALLENGES

TARGET GROUPS

The ultimate goal of your online communication? Is it to:

• Increase brand awareness?• Improve client engagement? Build confidence/trust?• Improve customer support efficiency?• Attract and retain key staff members• Support sales with valuable leads

Anything that does not support your goal/goals, has no place in your strategy!

Strategy – define your goal

“Our main goal is to get closer to the customers”

”Creating valuable local dialogues”

Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company

Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented

True engagement and motivation is needed

LinkedIn:• 400 million acquired

users in 220 countries• 187 million monthly active

users• Owns Slideshare• 0,8 billion USD Q3 2015

+37%

Twitter:• 320 million active users• 500 million tweets per day• 0,6 billion USD Q3 2015

YouTube:• More than 1 billion

active users • Watch time up 60% y/y• Average viewing session on

mobile 40 minutes• Bilions of views per day• 100% owned by Google

Facebook:• 1 billion daily active users• 1.5 billion monthly active

users• 1.4 billion mobile monthly

active users• 4.5 billion USD Q3, 2015 up

41%

Where are your target groups?

”Between 40-65% of visitor traffic comes from organicsearch on our customers’ websites.” /Skapa

Optimize the search experience for yourtarget groups

• “More than anything else, SEO is about the overall experience for a searcher, and that experience starts the moment they enter a search query. The better their experience with you --from your listing on the search engine result page (SERP), to the quality and relevancy of the content on your site, to the ease with which they can move through your site - the better your SEO will be, too.” /Hubspot

17 SEO MYTHS YOU SHOULD LEAVE BEHIND IN 2015 by Hubspot

SEO = Search Experience Optimization

ABB: zone data robots

http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

Greencarrier Knowledge Blog

• Blog for Greencarrier• Purpose: A channel for in-depth articles

that support sales by presenting Greencarrier’s unique logistics expertise

• blog.greencarrier.com• Google for example: advantages of air

freight or air vs sea freight.

Elos Medtech – Expertise and experience

• Building confidence through expertise and experience• elosmedtech.com, Facebook, Twitter, LinkedIn• Google and check position:

– medical automated factory (pos 1,2 of 2.780.000)– tolerances thermoplastic components (pos 1 of 626.000)– demands healthcare china (pos 7 of 14.700.000)– ISO registered medical partner (pos 1 of 269.000)– measurement injection moulding (pos 4 of 762.000)– validation process medtech (pos 2 of 160.000)– surface analysis medtech (posi 1,2,3 of 46.800)– rydell nail manufacturing (pos 1,3,4,5,6 of 19.600)– rydell nail olmed screw (1,2,6,7 av 1.670)

(Based on Google.com searches in incognito window in Chrome with Google search historydeactivated)

tolerances thermoplastic components - pos 1 of 626.000

TWITTER

LINKEDIN

FACEBOOK

BLOG ARTICLE

GOOGLE SERP

GOOGLE IMAGE

Investing in content vs. spending on ads & campaigns

TidAds & campaigns

Content

Marketing value

Converting visitors into leads

Be generous with call-to-actions

What call-to-actions can you have?

• Register to download articles / files / images / White paper / Scientific paper / Customer cases

• Read more – to show hidden content• Schedule a meeting (at a trade show)• Request a call• Contact form to be filled in• Try it out / Get started / Online demo• Free guides / E-learning / Training

programs

• Download an app• Take our quiz• Subscribe to newsletter• Sign up for a webinar• Like us / Join us in SoMe• Request access to extranet / price list

/ webshop / dDetailed product specifications

Metrics – Analyze and Act!

• Plan your follow-up actions• Analyze the metrics • Use automatically generated reports (weekly, monthly) from

Google Analytics • At least quarterly you should dig in a little deeper into the

statistics and analyze the results. • Based on the analysis, be prepared to act!

Measure, Analyze and Act

• Focus on quality rather than quantity• Focus on trends rather than absolute numbers• Measure quality by (use these on various parameters):

– Average time per visit, – Average number of pages per visit, – Bounce rate

• Correlate web statistics with statistics from your Facebook-updates and your LinkedIn-updates to learn what content that engages your audience

• Track your activities and follow-up against your plan

What Should you Focus on in Google Analytics?

• Always focus on the customers’ needs, challenges and questions• Create a consistent flow of compelling content attracting and retaining

relevant visitors – Content Marketing• Think SEO = Search Experience Optimization• Be persistent - it's not a campaign. It's an ongoing process• Improve ROI by using content in multiple channels: blogs, social media, e-

mail-marketing, seminars, magazines, press releases, etc. • Focus metrics on visitor quality and monitor trends• Your users are mobile! Act accordingly!

Summary:

If you have any questions you can just contact me! I’d be glad to have a meeting with you and your colleagues!Erik Ekholm, SkapaTel +46 31 3011151www.skapa.seerik.ekholm@skapa.sefacebook.com/erikekholmse.linkedin.com/in/erikekholmslideshare.net/erikekholmtwitter.com/erikekholm

Don’t Hesitate to Contact Me!