How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social

1. How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social 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.

2. What We’ll Cover… • MHEDA’s experience with search and social • Changing Internet marketing landscape • How search and social fit together • How associations and members can benefit • Search and social in the material-handling world • Associations • Where it’s all going • Getting Started

3. MHEDA’s Digital Marketing Experience • 1996-1997 • INDUSTRY-NET (Anyone remember them?) • 1997 to present • Internet 4 Associations • 2015 ???

4. 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.”

5. 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

6. 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 • Education – Lives Conferences & Webinars • Sponsorship • Website Audit – Step 1: Buyer Persona

7. MHEDA’s Digital Marketing Experience • MemberInvolvement • LinkedIn Discussions – Round Table Topics • Follows, Shares and Likes • Board Member Tutorials • Webinars – Professional & Member Led • Lots of Promotion – Early Adopters “Champions”/Emerging Leaders

8. MHEDA’s Digital Marketing Experience • MemberInvolvement • MHEDA Publishers – Data Key then Naylor • MHEDA TV – Content Marketing • Thought Leader Video Series - a Home Run • Content 360 – Moderator in Chief

9. MHEDA University – Online Education • MHEDA University – Online Education

10. Current Project • Measure and Report • Establish website performance Baseline • Create automated Google Analytics automated reports • Set up rank tracking reports • Periodic website performance analysis • Perform user testing on the existing site

11. Current Project • Adjust • Make recommendations to improve usability, ranking and conversion • Support website fix/build decision • Current website and CMS capability assessment (cost and functionality) • Coordinate with vendors to define and price out changes • As needed, create requirements document, sitemap, wireframe

12. Current Project • Persona Development • Development of top four Buyer Personas • Results to be presented to board at the fall meeting

13. Changing Internet Marketing Landscape

14. Social Media

15. Convergence Of Search And Social

16. How Has Google Changed

17. The Way We Search Has Changed Interest Over Time Used Forklift Forklift for sale Average 2005 2007 2008 2011 2013

18. Our Devices Have Changed MHEDA’s Mobile Traffic Jan 12 – May 14 2.9% 11.21% Sessions Vs. Time 500 250

19. How Customers Buy Has Changed Selling Process Supporting Internet Marketing Strategy Buying Process ID Need • Educate prospects • Repurpose & distribute content Search • Position content search engines and social media Generate Lead Engage Evaluate • Strengthen brand awareness - create buzz • Engage prospects through social media and website • Eliminate risk, demonstrate value, simplify the buying decision Propose Negotiate Purchase Win Post Buy Eval Upsell/Resell • Customers promote your brand • Generate referrals

20. Our Focus Needs To Change Vertical Websites Social Media 10,000 12,500 12,500 25% Your Website 0.75% 0.75% 1.0% 0.25% 94 125 75 25% 67% More Money

21. Why Measuring Is Important • Keeps you focused • Decisions based on facts • Allows you to test • Accountability • Assess effectiveness • Identify opportunities • Improved campaigns • Reduce cost *** 3.8:1 – Calls:Forms

22. Live Site Reviews. Any Volunteers?

23. MHEDA Website Audit

24. MHEDA Website Audit

25. MHEDA Website Audit

26. Google “Material Handling Education” Google # 27 Material Handling Education is in the text

27. Google “Material Handling Education”

28. MHEDA Website Audit Duplicate

29. MHEDA Social Stats • MHEDAGroup page has 8,680 • MHEDARebecca • 1,237 Followers • Klout Score 46 • MHEDAOffice(Liz) • 3,301 Followers • Klout Score 51 • MHEDA page 113 Followers • Liz’s Personal Page 281 Followers • Rebecca’s Page 91 Followers • Average Klout score = 40 • Only 5% of users have a 63 or higher

30. Powerful Industry Sites

31. Membership Is Generating Content Blogs

32. Membership Is Sharing Content Active and Sharing

33. Offering A Great Experience “3 Things Your Company Must Be Doing In The Digital Age

34. Actively Engaging

35. Welcome To The Future

36. The value of great content has never been lower, the importance has never been higher.

37. Establish Credibility With Social Media Create Accounts (Name Claim) Grow Networks Lead Discussion Become the Expert Participate In Discussion Create Content Distribute Content

38. 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 • And to distribute content via • SlideShare • Twitter • Facebook • LinkedIn • Google+ • YouTube • We communicate information by • Email • Presentations • Proposals • Sales literature • Case studies • Articles • Press Releases

39. Reduce Social Media Costs • Make it a team effort • Set aside your “go-to” resources • Create editorial calendar ahead of time

40. Reduce Social Media Costs • Automation and scheduling tools can help streamline the process

41. MHEDA 360 Metrics

42. 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.

43. 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

44. Buyer Personas

45. Align Website To Satisfy Persona Needs Sales Personas Engineer R&D Buyer Sales & Affiliates Manager Co-Supplier 1,3,4,5,6 GOAL: Keep visitors on your site, reading content and viewing pages HR Personas 7) Employee 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media

46. Personas And The Buying Process

47. Lining Up the Buying and Selling Process

48. Where To Start

49. Outline Of An internet Marketing Plan

50. Questions? Thank you! Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 Liz Richards Exec Vice President MHEDA lrichards@mheda.org @MHEDAOffice w: 847-680-3500 Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com @EddieBluff w: 315-732-9281 x 14