digital marketing for b2b service industry

Digital Marketing Practicals for B2B Service Industry

Friday, August 22, 2014 (c) Atanu Ghosh

Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com

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Digital Marketing Spectrum ... Web

Search Social Media

Mobile Online Marketplace

Online Directory Services

Email and Surveys

Analytics

Web 1.0

Web 2.0

E-Commerce

SM Presence

SM Management

Web Promotion

SM Promotion

S-Commerce

SEO

Paid Search

Search Analytics

Social Search

SMS Content

Mobile App

Mobile Commerce

B2B

b2B

B2C

C2C

Online Directory

Online Reviews

Email Marketing

Online surveys

Analytics

Big Data

Gamification

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B2B Digital Marketing

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• Focused towards Business Community • Content and Knowledge • Engagement - Push Content to Customers, Pull Customers to Content • Tools are many and easy to learn, the difference lies in creative application of tools

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Managing Your Presence on Web

and Mobile

Friday, August 22, 2014 (c) Atanu Ghosh

Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com

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Website

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Website

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What do you think are missing?

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Website

Friday, August 22, 2014 (c) Atanu Ghosh

Content. Knowledge. Relevant. Geo-location

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Website

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Engagement. “Push Content to Customer”

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Website

Friday, August 22, 2014 (c) Atanu Ghosh

Videos. Podcasts. Blogs Social Media Integration

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Website

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Expert Connect

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Mobile

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2014: The Year of Mobile Revolution

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Website

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Do I have a Mobile Website?

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Website

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Mobile Website. Mobile App.

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Search Marketing

Friday, August 22, 2014 (c) Atanu Ghosh

Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com

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Search Marketing

Friday, August 22, 2014 (c) Atanu Ghosh

Search Engine Optimisation (SEO). Search Engine Marketing (SEM).

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On Page SEO

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On Page SEO

Meta Title

Permalink

Meta Description

Keywords

Header Tags

Alt Attribute

Keyword in Website Content

Page Loading

Time

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Off Page SEO

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Off Page SEO

Back Links from Other

Websites

Social Media

Presence

Articles Reputation

Popularity

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SEO and SEM

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SEO

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Perma link

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“Back Link”

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www.mywebsite.com www.yourwebsite.com

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Search Engine Marketing: PPC, PPM, CTR

Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

PPC = Pay Per Click

PPM = Pay Per Mille

CTR = Click Through Rate

Search Engine Marketing: Google Adwords

Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

Campaign

Ad Group 1

Ad 1 Ad 2

Ad Group 2

Ad 3

• Campaign type • Device • Locations • Language • Bid Strategy • Budget

• Keywords (Adwords)

• Description • Image • Links

Search Engine Marketing: Defining Appropriate Adwords

Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

Usage

Competition

Relevance

Real Time Bidding: Ad Networks

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Demand and Supply Side Platforms, Remarketing: Ad Exchanges

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Using Social Media Effectively for B2B Service Industry

Friday, August 22, 2014 (c) Atanu Ghosh

Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com

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Social Media Space

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Using Twitter

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Spot the Differences

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Using Facebook

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Types of Promotion

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Using Facebook

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Promotion Delivery

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Using Facebook

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Targeting a Promotion

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Using Facebook

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Bidding for a Promotion

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Using Facebook

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Retargeting

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Using LinkedIn

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LinkedIn Company Page

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Using LinkedIn

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Promotions through LinkedIn

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Using LinkedIn

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Types of Promotion

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Using LinkedIn

Friday, August 22, 2014 (c) Atanu Ghosh

Promotion Delivery

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Using LinkedIn

Friday, August 22, 2014 (c) Atanu Ghosh

Targeting a Promotion

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Using LinkedIn

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Bidding for a Promotion

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Using YouTube

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Company Channel 40

Using Google+

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Google+ Company Page

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Google+ Advantage

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• Easy Visibility to Google Search Engine • Integrated with Google Place • Integrated with YouTube Channel • Google Hangout • Hangouts on Air • Video Hangout

Google Hangout

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B2B Live Connect to Customers, Prospects,

Employees, Stakeholders

Building a Digital Marketing Strategy Web

Search Social Media

Mobile Online Marketplace

Online Directory Services

Email and Surveys

Analytics

Web 1.0

Web 2.0

E-Commerce

SM Presence

SM Management

Web Promotion

SM Promotion

S-Commerce

SEO

Paid Search

Search Analytics

Social Search

SMS Content

Mobile App

Mobile Commerce

B2B

b2B

B2C

C2C

Online Directory

Online Reviews

Email Marketing

Online surveys

Analytics

Big Data

Phase I Phase II

Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

Building a Digital Marketing Campaign

Sample Campaign Plan