Integrated Services and Media Programs

Transcription

1 Integrated Services and Media Programs

2 Hanley Wood s Engagement Capabilities Hanley Wood s 2014 Engagement Capabilities o o Content Marketing Strategy SEO & Content Audit Services Custom Audience & Research Profiling Services Content Gap Analysis & Asset Services Monthly Newsletters Videos Demand Generation Process What s New At Hanley Wood o o Social Marketing Content & Programs Distribution of Content through Technology Devices/Platforms

3 Perspective on Content Marketing Process Process of developing and sharing relevant, valuable and engaging content to acquire new customers or increase business from existing customers. Delivering the content your audience is seeking in all of the places they are searching for it. It is a effective combination of created, curated and 3 rd party syndicated content. Traditional marketing and advertising is telling the world you re a rock star. Content marketing is showing the world that you are one. Date 3

4 SEO AUDIT & CONTENT OVERHAUL Hanley Wood / Bosch: Driving Better Business Results 2013 July 10,

5 Search Engine Optimization and Where It Fits An internet marketing strategy that seeks to increase the visibility of a website or a web page in a search engine's unpaid search results. Online Audience The better ranked a site or page is the more visitors it will receive from the search engine's users. There is an online audience for this content or service. Like users, search engines reward reputation, expertise, and clarity of purpose. About 80% of all web traffic is attributed to online search. Even an optimized site cannot generate users. It can only find existing users. The site is built right, designed well, and populated with content. Optimized Site The site owner has identified and committed to a goal. Authority Hanley Wood / Bosch: Driving Better Business Results 2013 July 10,

6 CONTENT MAPPED TO THE BUYERS JOURNEY Hanley Wood / Bosch: Driving Better Business Results 2013 July 10,

7 The Importance of Content in the Buyers Journey Mapping Purchase Process Stages & Time Engagement 1 AWARENESS 2 CONSIDERATION 3 PREFERENCE 4 INTENT TO BUY/SPECIFY (5 seconds 30 seconds) (30 seconds 5 minutes) (5 minutes 30 minutes) (30 minutes 1 hour) Website Newsletter Quickstart Guide Executive Viewpoint Case Study Product Review ecommerce Website Fast Fact Product Spec Sheets Facebook Twitter YouTube Peer to Peer Research Report Video Whiteboard Tutorial How-To Demo Videos Cost Vs Value Analysis Piece Continuing Education Courses

8 Content case study SMS Core Deck: April

9 MONTHLY NEWSLETTERS

10 Propane Energy Update

11 Sales Pro Newsletter - White Cap Construction Supply Goal Target the CONCRETE CONSTRUCTION audience Encourage team members to maintain a high level of industry knowledge To provide customers with a service experience that is superior to that of competitors Solution Monthly newsletter sent to White Cap team members Result Improved customer service Increased industry knowledge for team members

12 Owens Corning Newsletter Goal Deliver industry news across a wide range of audiences Solution A single-point communication vehicle in the form of an Owens Corning newsletter Hanley Wood develops industry content to complement messaging from Owens Corning Result Owens Corning INSIGHTS has become a regular, reliable source of information for customers, investors and company staff

13 VIDEO

14 Video Case Studies

15 DEMAND GENERATION: HOW IT WORKS

16 DEMAND GENERATION PROCESS 1 Client and HW Representative DEFINE highest desired leads Client and HW Representative HW Demand Gen Team IDENTIFY and ASSESS assets to use in campaign DETERMINE audience PROMOTE gated assets to target audience through custom channels PROPSECT fills out registration form and downloads asset FILTER business card information DELIVER leads

17 Moving from a Contact Lead to MQL & SQL Leads Nurturing and Re-Contact Program Lead Nurturing means you spend less time closing the loop on the lead process Hanley Wood s Demand Gen team will Review the content choice of an individual lead Offer additional targeted client or custom assets to further develop the individual s interest Nurturing organically (topical custom ad placements, or through channels both topical newsletters and custom dedicated client blasts) Sales Data Demographics Web Behavior Webinars Events Responses Direct Mail

18 Nurturing Continuum

19 Deeper Profiling & Behavioral Based Lead Scoring Custom Scoring allows you to quickly assess the buying opportunity and a prospect s level of interest Scoring based upon Type of assets Number of assets Engagement with assets Demographics Past engagement with Hanley Wood Sale Opportunity Qualified Sales Lead Marketing Lead Prospect

20 WHAT S THE PROCESS LOOK LIKE?

21 Audience receives , clicks Learn More

22 Are taken to a registration page

23 Upon completing the Registration Form, they are taken to the asset a Whitepaper, A Video, etc

24 We then follow up on registrants with additional assets to continue to engage them with your products

25 WHAT S NEW FROM HANLEY WOOD: SOCIAL MARKETING

26 Social Marketing Radian 6 Scraping Google Keyword Comparison Keyword Analysis Highest Propensity Words Executive Summary

27 Three Types of Bloggers (based on marketing objectives) Option 1: Ghost Blogger The ghost blogger involves creating or using a name from the client/company that would act as the face and personality of the blog. The content however, would be created by a hired writer that has industry experience and the ability to articulate news and product information to the targeted audience. The real name of the actual writer will never be revealed. Marketer has control of the blogging calendar, themes, etc. Option 2: Industry Subject Matter Blogger This is a journalist/writer that is a subject matter expert hired to blog and promote on behalf of the client/company. This type of blogger must meet the goals and objectives of the client who dictates to the blogger things to say, places to link to, and where to blog. Marketer has control of the blogging calendar, themes, etc. Option 3: Independent Industry Thought Leader This blogger is a subject matter expert who does not collaborate with the marketer and will use his/her own name with the blog, as well as act as a truly neutral voice that does not endorse, promote, or tout any product or company. The Independent Thought Leader would be allowed to say anything good or bad about the company or the company s products. This blogger is not influenced by the client in any way

28 TECHNOLOGY PLATFORMS

29 Mobile Apps 1. We transform existing catalogs/brochures into, engaging, interactive sales tools 2. Videos and images are positioned within a catalog, and can also be viewed independently 3. Specs, installation information, certifications, warranties all of this critical information, and more, can be included 4. Manufacturers can update/add content anytime with self-service CMS 5. The App can link to a website for more information, dealer locator, downloads, etc. 6. We start by building an ipad App because that s what most professionals are using today We can add the Android version as soon as its needed

30 Mobile App Case Studies Marvin Windows & Doors Construction Specialties Trim-Tex Quality Edge Schlage USG Ceilings Centria Thousands of manufacturers will put their catalogs and sales materials into apps. Manufacturers are strongly motivated by the desire to increase sales and by their competition. Hanley Wood makes it easy to build an app quickly, and cost effectively