Digital Marketing:
Embracing the Concept, Taking First Steps, and Advancing Ahead
Susan Burton | Director of Marketing
Seq...
Inspiration Lab Agenda
Digital Readiness Survey Video
Session 1: How PEOs Can
Leverage Digital Marketing in 2016
Session 2...
2015 PEO Digital Readiness
2015 PEO Digital Readiness Featured Video
ZMOT: Zero Moment of Truth
Know Your
PEO’s Digital
Marketing
Score
techshep.net/marketing-grader
Now Is the Time To
#Grow your PEO
All Star TeamTechnology Ecosystem
Technology Ecosystem
Digital
Readiness
Mobile
Website
Content
Social
SEO
Marketing
Automation
Email 2.0
CRM
Build a Remarkable Team: Insource
Marketing
Director
Marketing
Manager
Web
Designer
Web
Developer
Writer
Social
Media
SEO
...
Build a Remarkable Team: Outsource
Marketing
Director/Champion
Marketing
Manager
Web Designer
Web
Developer
Writer Social ...
Build a Remarkable Team: Hybrid
Marketing
Director
Social
Media
Writer
Marketing
Manager
Web
Designer
Web
Developer
Writer...
Build a Remarkable Team: Hybrid
Marketing
Director
Marketing
Manager
PEO
Freelance
Army
Writer
Graphics
SEO
Web Design +
W...
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
Prospect
Explores
• Becomes acquainted
with brand & offer
• Realizes need
Sequent
Attracts
• Draws visitors to site
• Ge...
• Get to know your audience
• Learn everything about them
 What is a day in their life like?
 What are their pain points...
Tools for getting your Content read
1. Understand the Purchase Process
B2B buyers do 2/3rd of their research before speaki...
• 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 S...
Helpful article on Entrepreneur.com
Beth is interviewed by Entrepreneur.com
People Google Beth to
learn more about her.
Pe...
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...
Timely blog post turned into email campaign
Writes blog,
works with
Marketing
to post
Emily has a
great Idea for a
timely ...
The More It’s Read, The More It’s Shared
You’re the Experts
• Get inside the head of your audience
• What interests them-w...
Weaving 3 marketing approaches together for
the best ROI
• Content Marketing
 Is “PR” for your company brand
• Relationsh...
• Build an active, ongoing relationship with those who want to hear
more about your subject through twitter & Linkedin
• S...
You have something they want
The key is to make a fair exchange
Remember ..People aren’t giving you personal information o...
Content Re-Purposing Techniques
• Reach a wider audience and create different content combinations
– Create an update then...
• Infographics
• Ebooks
• Social media
• Articles with social media links
• Relationship marketing
– chambers and associat...
Year over Year
Results
Some of our
recent results
The Trials and Tribulations
It’s an on-going process
1. Must establish an annual or at least quarterly
Content Marketing p...
NAPEO Digital Marketing Readiness Presentation
NAPEO Digital Marketing Readiness Presentation
NAPEO Digital Marketing Readiness Presentation
NAPEO Digital Marketing Readiness Presentation
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NAPEO Digital Marketing Readiness Presentation

Every PEO can increase their bottom line and increase their market penetration if they understand which digital tools to leverage and have the right team in place to execute on effective digital marketing strategies. On September 10, 2015 Ryan McInerney of TechShepherd and Susan Burton of Sequent presented at the NAPEO 2015 conference on Digital Readiness. If your PEO or HR firm is looking to improve your effectiveness, or finally get started with digital marketing, consider going to http://techshep.net/peo to learn more or visit our PEO marketing blogs at http://www.techshep.net/blog/topic/peo.
Published on: Mar 3, 2016
Published in: Recruiting & HR      
Source: www.slideshare.net


Transcripts - NAPEO Digital Marketing Readiness Presentation

  • 1. Digital Marketing: Embracing the Concept, Taking First Steps, and Advancing Ahead Susan Burton | Director of Marketing Sequent, Sequent Consulting and IntegreatHR Technologies Ryan McInerney | President and Lead Strategist TechShepherd
  • 2. Inspiration Lab Agenda Digital 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~
  • 3. 2015 PEO Digital Readiness 2015 PEO Digital Readiness Featured Video
  • 4. ZMOT: Zero Moment of Truth
  • 5. Know Your PEO’s Digital Marketing Score techshep.net/marketing-grader
  • 6. Now Is the Time To #Grow your PEO
  • 7. All Star TeamTechnology Ecosystem
  • 8. Technology Ecosystem Digital Readiness Mobile Website Content Social SEO Marketing Automation Email 2.0 CRM
  • 9. Build a Remarkable Team: Insource Marketing Director Marketing Manager Web Designer Web Developer Writer Social Media SEO Graphic Designer
  • 10. Build a Remarkable Team: Outsource Marketing Director/Champion Marketing Manager Web Designer Web Developer Writer Social Media SEO Graphics PEO Partner
  • 11. Build a Remarkable Team: Hybrid Marketing Director Social Media Writer Marketing Manager Web Designer Web Developer Writer Social Media SEO Graphics PEO Partner
  • 12. Build a Remarkable Team: Hybrid Marketing Director Marketing Manager PEO Freelance Army Writer Graphics SEO Web Design + Web Development Social
  • 13. Session 2: Making CONTENT MARKETING work for your PEO
  • 14. Here’s how it works . . . Creating Online Content Getting People to Our Site Building Contacts, Prospects Followers
  • 15. I Prospect Explores • Becomes acquainted with brand & offer • Realizes need Sequent Attracts • Draws visitors to site • Generates interest • Grows contacts Researches • Identifies problem • Researches potential solutions Educates • Informs site visitors • Shares expertise • Starts dialog & generates lead Compares • Examines options • Begins narrowing solution providers Validates • Demonstrates experience • Illustrates value • Converts leads to customers Ebooks & White Papers Articles Checklists Overview Videos Surveys Webinars Case Studies Assessments Videos Consults Demos
  • 16. • 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
  • 17. Tools for getting your Content read 1. Understand the Purchase Process B2B buyers do 2/3rd of their research before speaking with a with a sales rep 2. Create compelling content that speaks to a specific specific target Content without strategy is just stuff 3. Right Person, Right Message, Right Time Using content to anticipate user needs
  • 18. • Helpful/Useful Content • Educational Content • Timely Content 3 Categories of Compelling Content
  • 19. 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
  • 20. Helpful article on Entrepreneur.com Beth 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!
  • 21. These are the people that felt the urge to share it. Many more read it!!
  • 22. 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
  • 23. Timely blog post turned into email campaign Writes blog, works with Marketing to post Emily has a great Idea for a timely blog Email Campaign spreads the word to prospects Links to blog & site for more info.
  • 24. 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
  • 25. 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.
  • 26. • 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
  • 27. You have something they want The key is to make a fair exchange Remember ..People aren’t giving you personal information out of the of the goodness of their hearts. From the beginning-consider how you’re going to present your offer so people people want to give you their information. If someone gives you information that’s a relationship you want to foster. foster.
  • 28. 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 that is tailored to specific channels. – Personalized individual level content • Use targeted lists from content downloads • Marry CRM data to content targeting
  • 29. • 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
  • 30. Year over Year Results
  • 31. Some of our recent results
  • 32. The Trials and Tribulations It’s an on-going process 1. Must establish an annual or at least quarterly Content 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.

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