brilliant b2b digital mktg cim sy 21/10/15

www.visionb2b.co.uk @visionb2b @renepower

7 Steps to Brilliant B2B Digital MarketingRené PowerFounder, Vision B2B


Who has a documented digital marketing plan with SMART objectives assigned?

Who runs a website?

Is it designed around what customers want or what you want to tell them?

Who has a focused approach to search engine optimisation?

About you



About you

Who has access to analytics? Who uses analytics to improve what they do?

Who is using content to drive engagement, data capture and interest?

Are you using social media to drive brand engagement further?



About me20 years in B2B marketing across a variety of sectors

Accomplished international (digital) marketer and business developer

Respected blogger www.marketingassassin.co.uk & www.smartinsights.com and a published author


Passionate b2b marketer, advisor, hustler

Self employed, business owner – launched today

http://www.marketingassassin.co.uk/

http://www.smartinsights.com/


Offers to brilliant delegatesFree slide download• Visit

www.visionb2b.co.uk/SheffieldCIM2015 (only live till Friday, 17:00)

Free prize draw• Ten business cards will

be drawn tomorrow to receive a complete 220 pg guide – only availableto Smart Insights Expert Members


http://www.visionb2b.co.uk/Sheffield2015

http://www.visionb2b.co.uk/Sheffield2015


Running before you can walk?

Not cool.



Being seduced by the dark side of technology?



Not seeing results?

You’re not alone….


Not getting the results you want?


57% of respondents to Dave Chaffey’s latest Smart Insights survey said they didn’t have a digital marketing strategy written down.



Why do so many companies fail?



Reality check!


The approach


1. Strategy

2. Website

3. SEO

4. Content

5. Social6. Conversion optimisation7. Analytics


1. Strategy


1: Don’t dip your toe; set a strategy• Why?

– Information is the primary driver in B2B specification

– Why? Professional buyers seeking assurance

– Browser mentality: supplier research is predominantly conducted online

– You can’t measure effectiveness without goals or a benchmark


Making the case for digital• Focuses activity • Sets tangible goals• Helps secure buy in at all levels• Assists financial & resource investment• Identifies / prioritises target audience• Understand channels / how they are used• Encourages use of channels

• => By design, likely to lead to more successful digital marketing



SOSTAC for digital marketing

http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg www.visionb2b.co.uk @visionb2b @renepower

http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg


What goes into a digital strategy

• Digital SWOT • Online value

proposition• ROI measured by

– Sales– Savings– Attribution– Customer

satisfaction

The organisation Strengths - S Weaknesses - W 1. Existing brand 1. Brand perception 2. Existing customer base 2. Intermediary use 3. Existing distribution 3. Technology skills 4. X-channel support Opportunities - O SO strategies WO strategies1. Cross selling Leverage strengths to Counter weaknesses through2. New markets maximise opportunities exploiting opportunities3. New services (Attacking strategy) (Build strengths for attacking 4. Alliance/co-branding strategy) Threats - T ST strategies WT strategies

1. Customer choice Leverage opportunities to Counter weaknesses and threats

2. New entrants minimise threats (Build strengths and defensive 3. New competitor processes (Defensive strategy) strategy)4.Channel conflicts



Know your audience• Who they are• Where they go• What’s being

asked or discussed• What’s missing• Who’s helping• Who needs help



Creating personas



Create online proposition/s



2. Website


2: Home base (website)• Why? • Your website is most

likely the first port of call– 36% of B2B buyers look at

supplier sites during problem resolution

– 49% of B2B buyers look at supplier sites to shortlist

– 18% of B2B buyers look at supplier sites to make final supplier selection*

• Your website provides that crucial first impression*2012 Buyersphere survey


UPS b2b website


Oliver Valves b2b website


Designing for responsive


Dell b2b website (2012-2014)


BOC b2b website (2012-2014)


Pentair safety systems b2b website


3. SEO


• Why? – Search is everything– Customers browse on their terms– You have a great site = don’t leave it as a

great art in a dark, concealed room

3: Getting found and staying found (SEO)


• Use Google Adword tool for keyword analysis• Set primary keyword/s per page• Assess competition• Meta data - First 70 and 200 words and

density• Meta description • Page titles, h1 tags and alt tags• Anchor text• Calls to action

On page SEO checklist

https://adwords.google.com/o/KeywordTool


Atlas Copco optimised for search


BOC optimised for search


Off page SEO

PPC

PPC

Organic


Trade media

Trade associations

Search engine indexes

Social media

Bloggers

Main-stream press

Website

Top Internet

sites

Discussion portalsTrade shows

Conferences

Link bait

Main stream press

Directories

News sites


4. Content


4: Inbound content marketing

• Why? • Use content to attract

customers• Demonstrates authority• Builds reputation• Creates trust which

leads to transaction


Your content mission


Content marketing checklist

Agree what success looks like Assign responsibility incl. senior

level sponsor Audit what you have Visit watering holes Curate Create Repackage and repurpose Create a calendar Walk before you can run


Repurposing content


Content marketing mapping


Nokia Siemens inbound marketing


GE inbound content


Volvo Trucks “The Epic Split”

https://www.youtube.com/watch?v=M7FIvfx5J10


Nutraingredients inbound content


5. Social


Source: Being Your Brand Social Media Report 2012

5: Going social

mailto:http://beingyourbrand.com/2012/04/10/social-media-industry-report-2012/


Which work best?


Which work best?ht

tp://

www.

cmo.

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/arti

cles/

2014

/3/1

3/_2

014_

socia

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http://www.cmo.com/articles/2014/3/13/_2014_social_intro.html


Keep it simple Be persuasive and credible

Do something different...like help

Feedback dialogue not monologue

Engage...tell a story

Be personable...care

Sticky social media cheat sheet


Ingersoll Rand on Facebook


PWC on Facebook


6. Conversion

optimisation


• Why? • Businesses can’t just help• They need to turn a profit• Finesse landing pages

– Tease and tantalise– Provide sign posts to action

Conversion optimisation


Achieving better conversion


7. Measurement


• Why? …Really!?– Set up goals/funnels and assign

value– Use forward and reverse path

analysis to indicate most popular/effective content

– Use event tracking to monitor calls to action

– Use content experiments to test/increase performance on key pages

7. Make analytics your friend


The basics in Google8 standard metrics that you need to monitor & impact

New vs. returning Behaviour (content) Dwell Bounce Social referral Exit path Device Geography


The basics in Google


The basics in email6 standard metrics that you need to monitor & impact

Open Click Unsubscribe Bounce Content Social links

Link to your website data to build a better picture of ‘qualifiable’ prospects


Buzz by no of posts buzz by impressions shift in buzz channel

buzz asset popularity buzz by customer type mainstream media

mentions growth rate of fans follows friends contacts no of pass

alongs recommends embeds bookmarks subscriptions page

views clickthroughs changes in search ranking type reach channel

geography volume of posts impressions time spent clicks

contributions by bloggers chatrooms wikis online sales offline sales

savings change in share AEV event response

email open rate by time / region event attendance

buazz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls

virtual gifts tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention complaint handling

cost per click satisfaction feedback dwell time on site

bounce rate cost per customer

You can’t track what you can’t measure


• Set a strategy• Invest in your website• Improve your search visibility• Become useful and relevant• Go social with purpose• Work hard on conversion• Monitor and use analytics

Summary: 7 steps to brilliant b2b digital marketing


Ways to get more valueConnect on Linkedin & Twitter

Subscribe to the Vision b2b blog

Subscribe to the Marketing Assassin blog

Come to my other events

Request an online evaluation

Consider retained mentoring

Discuss involvement in your business marketing challenges


launch offerAn exclusive 20% off the annual price of www.SmartInsights.com Expert Membership.

Member only guides, templates, downloads and webinars designed to rocket your digital marketing.

Use the code SMARTB2B by 30th November and lock in your $999 (£650) annual pass for only $799 (£520)

If you use one resource, make it Dave Chaffey’s www.SmartInsights.com


And Vision B2B referral offerGive a referral that becomes a client and (minimum three month contract) with Vision b2b before 30th November and receive either

- 15% referral fee (first month)- or 15% off your own bill

Visit www.visionb2b.co.uk/referral today!

http://www.visionb2b.co.uk/referral


And remember