dmn3 what's new in business to business online marketing webinar nov 2013
TRANSCRIPT
Lorem Ipsum DolorWhat’s Next in B2B Digital Marketing
About Me• Sales and marketing
since 1985 (ya, I’m now ancient!)
About Me• Sales and marketing since
1985 (ya, I’m now ancient!)
• Agency business since 2000...digital strategy and client solutions for DMN3
About Me• Sales and marketing since
1985 (ya, I’m now ancient!)
• Agency business since 2000...digital strategy and client solutions for DMN3
• Insights, strategy, ideas
Lorem Ipsum DolorWhat’s Next in B2B
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Photo Creative Commons License http://www.flickr.com/photos/chrisdlugosz/
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“Gentlemen,!this is !
a football”!- Vince Lombardi
F u n d a m e n t a l s !
F u n d a m e n t a l s V i r t u o s i t y
F u n d a m e n t a l s V i r t u o s i t y M a s t e r y
V i r t u o s i t y
performing the common uncommonly well
Average Grade: 53
Average Grade: 53
Average Grade: 53Average of
Today’s Webinar Attending
Companies: 61
Find Your Effectiveness Grade @ http://marketing.grader.com/
“If you build it, they will come.”
“If you build it, they will come.”
634 million websites as of December 2013
Number of Websites
3.8 Billion Indexed Pages Wednesday, September 18th, 2013
Number of Web Pages
634 million websites as of December 2013
Number of Websites
3.8 Billion Indexed Pages Wednesday, September 18th, 2013
Number of Web Pages
634 million websites as of December 2013
Number of Websites
15 million Facebook Pages as of March, 2013
You Are Here
Company Brand
Direct Mail
Reputation Mgmt
Website
Paid Search
Organic Search
Content
Mobile
Social Media
Public Relations
Traditional Marketing Model
!PR
Direct Mail
Reputation Mgmt
Website
Paid Search
Organic Search
Content
Mobile
Social Media
Public Relations
3.0 Marketing Model
Percentage of individuals conducting online research before buying a product or service
Source: Pew Research, 9/29/10
88%
Photo Courtesy Creative Commons License http://www.flickr.com/photos/83532250@N06/
Percentage of individuals who rely consumer-generated media sources to help form their buying selections.
Source: McKinsey “Consumer Journey” Report 2009
66%
The Goal of Marketing Today: Get Found
Photo Courtesy Creative Commons License: http://www.flickr.com/photos/karen_od/
Lorem Ipsum DolorWhat’s Next in B2B
Trend #1SEO has Changed
SEO Then SEO of the Past Was A Small Set of!
Mostly Technical Tasks
and NowSEO of the Past Was A Small Set of!
Mostly Technical TasksSEO NOW Encompasses a Huge Range!
of More Complex Responsibilities
Lorem Ipsum DolorWhat’s Next in B2B
Trend #2Content Rules
Lorem Ipsum DolorWhat’s Next in B2B
OR
Lorem Ipsum DolorWhat’s Next in B2B
Trend #2Inbound Rules
Graphic: SEOmoz
Graphic: SEOmoz
Content Matrix
I n b o u n d M a r k e t i n g A p p r o a c h
Strangers Visitors Leads Customers Promoters
Attract Traffic
Convert Leads
Close Customers
Delight Customers
Blog Social Media
Organic Search Paid Search
Calls to Action Unique Content Landing Pages
Contacts
Email Marketing Lead Nurturing CRM Integration
Social Media Smart Calls to Action
Email CRM Integration
Strategy
Tactics
More Site Pages = More Site Traffic
GoodBetter
Best
15 or More Posts/Month = 5x more traffic
GoodBetter
Best
More Blog Posts = More Leads
Good Better
Best
Lorem Ipsum DolorWhat’s Next in B2B
Trend #3Connect the Dots
Web
site Em
ail M
arke
ting
SEO/S
EM
Conte
nt Socia
l Med
ia
Silos?
Integrated Ecosystem
Lorem Ipsum DolorWhat’s Next in B2B
Trend #4Everything is Digital
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Scan to Download Our Jobs App
Lorem Ipsum DolorWhat’s Next in B2B
Trend #5Be Responsive
What % of emails are opened on mobile
devices?
47%!Study of over 250 million email opens
worldwide by analytics provider Litmus
What Experience Are You Providing?
Poor Better Excellent
Lorem Ipsum DolorWhat’s Next in B2B
Trend #6Get Automated
M a r k e t i n g
A u t o m a t i o n intelligence, automation, workflows
Lorem Ipsum DolorWhat’s Next in B2B
Trend #7Marketing is Sales
“The goal of marketing is to make selling superfluous”
Peter Drucker
Before After
Your Digital Makeover
Step 1:
Audit and Evaluate
Your Digital Presence
Your Top Competitors
Your Customers
Who?
Quality Trumps Quantity
Audit and Assess What?Keywords
Links
Content
Social
Design UX
Calls to Action Lead Nurturing
How?
Outcome
A
B
GAP
Step 2:Transformation MatrixRaise
Create Reduce
Eliminate
Step 3: Mind Map
Step 4: Prioritize
Short Term Long Term
Five Closing Practical Tips Photo Courtesy Creative Commons License
http://www.flickr.com/photos/44568283@N02/
The Only Thing You Own
Your Website
1. Create a Content Strategy and Plan
Content
Different Content for Different Buying Stages
SEE THINK DO
Different Content for Different Buying Stages
SEE THINK DO
All businesses that buy office
furniture
Different Content for Different Buying Stages
SEE THINK DO
All businesses that buy office
furniture
All businesses that buy office
furniture and think they may need
some
Different Content for Different Buying Stages
SEE THINK DO
All businesses that buy office
furniture
All businesses that buy office
furniture and think they may need
some
All businesses that buy office furniture and
need some NOW!
2. Create Quality Traffic
Blogging Social Search
3. Create Qualified Leads
Unique Offers
Calls to
Action
Landing Pages
Lead Forms
Located in two places
on the home page.
Hard to miss.
4. Nurture Leads to Close More Sales
5. Analyze and Optimize Monthly
Finally, aspire to
V i r t u o s i t y performing the common
uncommonly well
Got Any?
Photo Courtesy Creative Commons License http://www.flickr.com/photos/orinrobertjohn/
Photo Courtesy Creative Common License http://www.flickr.com/photos/katielips/
Lets Connect• LinkedIn: scottallancone
• Blog: http://www.dmn3.com/dmn3-blog
• Email: [email protected]