Presentation to weekly meeting of Salem VA Rotary Club

1. Presentation for Salem Rotary Club
August 17, 2017

2. Basic Marketing Textbooks
1970s
2017

3. Some Basics Don’t Change –
Important Now and Then:
 Product or service quality
 Right price
 Right distribution channels
 Customer is king

4. Some Basics DO Change –
Focus in the last ten years:
 Websites have often replaced
company brochures as the first
place prospects learn about
you
 Google listings have replaced
Yellow Pages
 Google and social media ads
are replacing newspaper and
magazine ads
 Prospects + customers expect
responses much more quickly
 Rise of content marketing

5. What is Content Marketing?
“Content Marketing means creating and sharing valuable free content to
attract and convert prospects into customers, and customers into repeat
buyers. The type of content you share is closely related to what you sell; in
other words, you’re educating people so that they know, like and trust you
enough to do business with you. “ Brian Clark, Founder & CEO,
Rainmaker Digital
“Traditional marketing and advertising is telling the world you’re a rock star.
Content Marketing is showing the world that you are one.”
Robert Rose, Chief Strategy Officer, Content Marketing Institute

6. What is the
Content?
• words
• blogs
• photographs
• videos
• infographics
• tweets
• SlideShares

7. Top Social Media Channels
LinkedIn
Twitter
Facebook
Instagram
You Tube

8. Content Marketing Also
Appears:
 On Websites
 In Email Campaigns
 In Blogs
 On Digital and Traditional Ads

9. Marketing Research Results

10. 73% of the B2C respondents expect their organizations
to produce more original content in 2017 than in 2016.

11. B2C – Key Results
 Channels most used to distribute content:
email (89%), Facebook (89%), and Twitter (73%)
 Tactics most critical to 2017 success: social
media (58%), blogs (51%), and email newsletters
(43%)
 Most effective paid methods of content
promotion: social media (66%), search engine ads
(65%), and print/other offline promotion (42%)
Source: Content Marketing Institute/MarketingProfs

12. 70% of the B2B respondents expect their
organizations to produce more original content in
2017 than in 2016.

13. B2B Research – Key
Results
 Most important channels for overall success:
email (91%), LinkedIn (71%), print (58%), YouTube
(56%), and Twitter (55%)
 Most important tactics for 2017: blogs (52%),
email newsletters (40%), and social media content
(40%)
 Metrics that provide truly measurable results:
website traffic (42%), sales lead quality (34%), and
sales (30%)
Source: Content Marketing Institute/MarketingProfs

15. General Takeaways
 Keep your website current and engaging
 Interact with customers and prospects on multiple social
media channels – be responsive to questions and
complaints
 Use short, carefully planned emails to keep in touch with
customers and prospects. Treasure their email
addresses.
 Be clear in all of your communications
 Continue to have a 30 second “elevator speech” that
explains what your organization does.
 Carry business cards!

16. Thanks! Any
Questions?540.769.9274
treva@tjcarterconsulting.com
www.tjcarterconsulting.com