how to migrate your marketing online - b2b & b2c examples
DESCRIPTION
Seminar detailing how two brands appraised their marketing and chose which parts to move online. The tools they chose, the outcomes, metrics and changes that resulted.TRANSCRIPT
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http://creativeagencysecrets.com
We do profitable marketing services for busy businesses
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http://creativeagencysecrets.com
Two case studies to show you how to do it yourself• Business to Business (B2B)• Business to Consumer(B2C)• Plus Advice for you to migrate your marketing
‒ How to find a niche to show off your company’s expertise or specialism
‒ Where to promote your services online‒ How to use automated email marketing‒ The three things you must do online every
week
Online marketing
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http://creativeagencysecrets.com
• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Traditional Today
• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media
Marketing a business
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http://creativeagencysecrets.com
How to migrate marketing online
• Know your customers and prospects “online literacy”‒ Which websites do they visit‒ What % are doing procurement online‒ How do new customers ‘find’ you‒ What about younger staff members• You can’t do everything at once• Prioritise
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http://creativeagencysecrets.com
• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Traditional Today
• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media
Which of these do you do?
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http://creativeagencysecrets.com
Case study: APC technology
• Business to Business• Customised rugged computers• Long sales cycle• Face to face sales team• E-Procurement
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http://creativeagencysecrets.com
• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Traditional Priorities
• Website• Directory submissions• Expert content• Email list/newsletter• Online PR• Adwords / digital ads• Social media
APC technology
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http://creativeagencysecrets.com
Key words
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Google analytics
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http://creativeagencysecrets.com
Traffic sources
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Incoming links - domodomain
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Expert content
• Company news ‒ New product‒ Distributors
• Trade show‒ Collate others’ news ‒ Link to helpful sites (Linked In Group)
• Magazine article ‒ Reproduce it‒ Write a response
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Email newsletter
• Once a month• Summary of website news articles• Supplemented by mailings to niche
groups‒ Mining industry (linked to trade
show)‒ Abattoirs (postal mailing) new
product
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Case study: Rowperfect
• Business to Consumer• Sports equipment and advice• Short sales cycle• No sales team• Online ‘discovery’• Global potential market
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http://creativeagencysecrets.com
• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality
Traditional Today
• Website• Expert content• Email list/newsletter• Adwords / advertising• Social media• Directory submissions• Online PR
Which of these do you do?
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http://creativeagencysecrets.com
Content drives & reinforces traffic
• News page (blog) updated 5x per week• It has an RSS feed• Newsletter sign-up • In header on every page• Landing page• Summary of 5 blog posts mailed automatically • Expert content drives incoming search• Social media amplifies • Automatic• Manual • Advertising is relatively minor ‘signposting’ • $100 per month
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http://creativeagencysecrets.com
Rowperfect analytics
• Search is highest = 2680‒ Google‒ Bing‒ Yahoo• Newsletter = 1541
‒ Feedblitz‒ RSS• Social media = 209
‒ Twitter‒ Friendfeed• Advertising (cpc) = 233`
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http://creativeagencysecrets.com
Referring sites
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Analytics compared
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For you:
• Find a niche online‒ Where is it discussed / searched /
commented online‒ Keep your niche small• Search for websites about the niche
‒ Google Alerts‒ Follow these sites using RSS Reader
or email• Search inside social media
‒ Use hashtags #
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Alerts
• Search string‒ Blogs ‒ News‒ Video‒ Discussions • Quotes• All/best results• Frequency
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Where to promote your services
• Directory listings• Forums• Group lists• Magazine / news websites• Newsletters run by others• Bloggers – guest posts / comments• Social media sites & groups on social
media• Hashtags #• Your own news page
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How to use automatic email
• Write blog posts• Have an RSS feed• Set up an RSS to email service
‒ Feedblitz.com• Decide newsletter frequency (weekly,
monthly, on demand)• It happens
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3 things you must do weekly
• Check your alerts‒ Gives you new sites to comment‒ Subscribe to read them• Write a blog news article
‒ Article ideas from the alerts• Review your analytics
‒ How well are you doing
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Get in touch
• Have a free 20 minute briefing with us‒ Tell us about your situation‒ Ask questions‒ Get quick advice
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Questions?