presents
How MHEDA And Its
Members Are Successfully
Marketing Online Via
Search and Social
presented by
Liz Richards, Executive Vice President
MHEDA
Eddie Bluff, Vice President Key
Accounts & Co-Founder
Site-Seeker, Inc.
Brian Bluff, President & Co-Founder
Site-Seeker, Inc.
1
What We’ll Cover…
• MHEDA’s experience with search and social
• Changing Internet marketing landscape
o How search and social fit together
o How associations and members can
benefit
• Search and social in the material-handling world
• Associations
• Where it’s all going
• Getting Started
2
MHEDA’s Digital Marketing Experience
1996-1997
INDUSTRY-NET (Anyone remember them?)
1997 to present
Internet 4 Associations
2015 ???
3
MHEDA’s Digital Marketing Experience
MHEDA’s Critical Impact Factor – Defined in
July 2009
“Because of emerging online technologies and social
networking sites members and the association need to
become educated and understand the implications and
opportunities.”
4
MHEDA’s Digital Marketing Experience
2014
• LinkedIn Group (formed May 2009): 8,700+
members
• LinkedIn Liz: 1,341 connections
• Twitter: @MHEDAOffice 3,400+ followers
• Facebook: 422 likes (24% increase since Jan)
• Google+: 113 Followers/MHEDA & 281
Followers/Liz
• MHEDA TV*: Visitors/Jan: 1,701 Visitors/May:
11,626
*Unique visitors 167% increase since Jan
5
MHEDA’s Digital Marketing Experience
Tools & Vendors
•
•
•
•
•
•
•
•
Board Members are #1 support
I4A
MHEDA Publishers
Beacon Live
WorkerBee.TV
HootSuite, ManageFlitter
MHEDA’s Networking Coordinator
Site-Seeker
o Education – Lives Conferences & Webinars
o Sponsorship
o Website Audit – Step 1: Buyer Persona
6
MHEDA’s Digital Marketing Experience
Member Involvement
• LinkedIn Discussions – Round Table
Topics
• Follows, Shares and Likes
• Board Member Tutorials
• Webinars – Professional & Member
Led
• Lots of Promotion – Early Adopters
“Champions”/Emerging Leaders
7
MHEDA’s Digital Marketing Experience
Member Involvement
• MHEDA Publishers – Data Key
then Naylor
• MHEDA TV – Content
Marketing
• Thought Leader Video Series a Home Run
• Content 360 – Moderator in
Chief
8
MHEDA University – Online Education
MHEDA University – Online Education
9
Current Project
• Measure and Report
o Establish website performance Baseline
o Create automated Google Analytics
automated reports
o Set up rank tracking reports
o Periodic website performance analysis
o Perform user testing on the existing site
10
Current Project
• Adjust
o Make recommendations to improve
usability, ranking and conversion
o Support website fix/build decision
o Current website and CMS capability
assessment (cost and functionality)
o Coordinate with vendors to define and
price out changes
o As needed, create requirements
document, sitemap, wireframe
11
Current Project
• Persona Development
o Development of top four Buyer Personas
o Results to be presented to board at the
fall meeting
12
Changing Internet Marketing Landscape
13
Social Media
14
Convergence Of Search And Social
15
How Has Google Changed
16
The Way We Search Has Changed
Interest Over Time
Used Forklift
Forklift for sale
Average
2005
2007
2008
2011
2013
17
Our Devices Have Changed
MHEDA’s Mobile Traffic Jan 12 – May 14
2.9%
500
11.21%
Sessions Vs. Time
250
18
How Customers Buy Has Changed
Buying
Process
Selling
Process
Supporting Internet
Marketing Strategy
ID Need
• Educate prospects
• Repurpose & distribute content
Search
• Position content search engines
and social media
Generate Lead
Evaluate
Engage
Propose
Negotiate
Purchase
Post Buy Eval
• Strengthen brand awareness create buzz
• Engage prospects through social
media and website
• Eliminate risk, demonstrate value,
simplify the buying decision
Win
Upsell/Resell
• Customers promote your brand
• Generate referrals
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Our Focus Needs To Change
Your Website
Vertical
Websites
Social
Media 10,000 25%
12,500
0.75%
0.75%
75
94
125
25%
67%
More Money
12,500
0.25%
1.0%
20
Why Measuring Is Important
• Keeps you focused
• Decisions based on
facts
• Allows you to test
• Accountability
• Assess effectiveness
• Identify opportunities
• Improved campaigns
• Reduce cost
Goal
Completions
*** 3.8:1 – Calls:Forms
21
Live Site Reviews. Any Volunteers?
22
MHEDA Website Audit
23
MHEDA Website Audit
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MHEDA Website Audit
25
Google “Material Handling Education”
Google # 27
Material Handling Education is in the text
26
Google “Material Handling Education”
27
MHEDA Website Audit
Duplicate
28
MHEDA Social Stats
MHEDA Group page has 8,680
MHEDARebecca
• 1,237 Followers
• Klout Score 46
MHEDAOffice (Liz)
• 3,301 Followers
• Klout Score 51
• Average Klout score = 40
• Only 5% of users have a
63 or higher
MHEDA page 113 Followers
Liz’s Personal Page 281 Followers
Rebecca’s Page 91 Followers
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Powerful Industry Sites
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Membership Is Generating Content
Blogs
31
Membership Is Sharing Content
Active and Sharing
32
Offering A Great Experience
“3 Things Your Company
Must Be Doing In The
Digital Age
33
Actively Engaging
34
Welcome To The Future
35
The value of great content has never
been lower, the importance has never
been higher.
36
Establish Credibility With Social Media
Create
Accounts
(Name Claim)
Lead
Discussion
Participate In
Discussion
Grow
Networks
Become
the
Expert
Create
Content
Distribute
Content
37
Creating/Disseminating Expert Content
Everyday we…
• Solve problems
• Think
• Develop solutions
• Learn
• Teach
There is an opportunity to
repurpose content
• Blog
• Video
• Guest article
• Email news Letter
We communicate information by
• Email
• Presentations
• Proposals
• Sales literature
• Case studies
• Articles
• Press Releases
And to distribute content via
• SlideShare
• Twitter
• Facebook
• LinkedIn
• Google+
• YouTube
38
Reduce Social Media Costs
Make it a team effort
Set aside your “go-to” resources
Create editorial calendar ahead of time
39
Reduce Social Media Costs
Automation and scheduling tools can help
streamline the process
40
MHEDA 360 Metrics
41
Inbound Marketing
Inbound marketing is advertising through blogs,
podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing,… which
bring customers in closer to the brand.
Inbound marketing earns the attention of
customers, makes the company easy to be found
and draws customers to the website by producing
interesting content.
42
What is Drip Marketing / Lead Nurturing
• Send pre-written messages
• Content offers via email
marketing
• User behavior
triggers/dictates the
sequence
• Handoff better qualified leads
• Lower cost to process leads
• http://www.softwareadvice.com/crm/marketing-automation-comparison/
• http://www.getapp.com/marketing-automation-software
• http://www.g2crowd.com/categories/marketing-automation/compare
43
Buyer Personas
44
Align Website To Satisfy Persona Needs
1,3,4,5,6
Sales Personas
1) Engineer
2) R&D
3) Buyer
4) Sales & Affiliates
5) Manager
6) Co-Supplier
HR Personas
GOAL: Keep visitors on your site, reading content
and viewing
7) Employee
pages
8) Applicant
9) Partner
Corporate Personas
10) Community
11) Media
45
Personas And The Buying Process
46
Lining Up the Buying and Selling Process
47
Where To Start
48
Outline Of An internet Marketing Plan
49
Questions? Thank you!
Liz Richards
Exec Vice President
MHEDA
lrichards@mheda.org
@MHEDAOffice
w: 847-680-3500
Eddie Bluff
Vice President Key
Accounts & CoFounder
Site-Seeker, Inc.
eddiebluff@siteseeker.com
@EddieBluff
w: 315-732-9281 x 14
Brian Bluff
President & CoFounder
Site-Seeker, Inc.
brianbluff@siteseeker.com
@BrianBluff
w: 315.732.9281 x 11
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