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.