b2b digital marketing priorities 2013 (smartinsights conference)
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Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:
B2B Digital Marketing Priorities for 2013
René PowerDigital & Business Development DirectorBDB
The seven areas you should be focusing on in 2013
Are you a digital magpie or owl?
• Impulsive• Reactive• Likes new shiny things • Wise
• Thoughtful• Methodical
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Agenda Priority 1: Why your business needs a digital strategy Priority 2: Establishing an effective home base Priority 3: Getting and staying found Priority 4: Developing inbound interest Priority 5: Going social Priority 6: Turning traffic into leads Priority 7: Making analytics your friend
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About me 18 years in B2B marketing Accomplished international (digital) marketer and
business developer www.bdb.co.uk Respected blogger
www.marketingassassin.co.uk In demand digital marketing speaker Author Brilliant B2B Digital Marketing An owl (with a taste for shiny things!)
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Priority 1: Set a strategy Why?
Information is the primary driver in B2B specification Browser mentality: supplier research is predominantly
conducted online Applying a robust approach to being found when
customers are looking increases
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Poll [1] Do you have a documented digital strategy?
31% on webinar said yes 63% on webinar said no 6% on webinar didn’t know
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Benefits of a B2B digital strategy 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
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What goes into B2B digital strategy? Digital SWOT Online value proposition Return on investment
measured by Sales Savings Attribution Customer satisfaction
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Priority 2: Establishing home base Why? There are over 10m .co.uk sites registered and
644m live sites worldwide 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
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Hallmarks of brilliant B2B websites
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Hallmarks of brilliant B2B websites
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Hallmarks of brilliant B2B websites
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Hallmarks of brilliant B2B websites
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Hallmarks of brilliant B2B websites
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Priority 3: Getting and staying found 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
Search optimised sites can make or break businesses…and careers
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Checklist: key areas to focus on 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
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Example: Atlas Copco
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Example: BOC
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Priority 4: Driving inbound interest Why? Use content to attract customers Deliver useful and relevant
information to customers when they most need it
Demonstrates authority Builds reputation Creates trust which leads to
transaction
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Build an inbound marketing machine
Audit what you have Repackage and repurpose Create a calendar Run mini campaigns Set milestones Walk before you can run
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Poll [2] Do you use any of the following inbound content
marketing tools? (Top pick and in descending order)
Blogs – 49% on webinar voted blog Newsletters / email Guides / white papers / ebooks Webinar / webcast Audio content Video content Hosted presentations
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Examples
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Examples
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Examples
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Examples
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Examples
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Priority 5: Going social Why social is important for B2B
Social enhances audience building Social can drive deeper relationships Social can provide ready-to-use test & trial Social can deliver customer service
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Poll [3] Which social media platforms are going to be
critical to B2B in 2013? (Selected webinar vote below)
Linkedin – 50% Twitter – 11% YouTube – 11% Google+ Facebook Slideshare Pinterest
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Do you (or can you) CARE?
How do we want to be perceived?
What are we going to say, share, comment
on?
How are we going to do it?
Who do we want to be associated with?
Who do we want to influence?
Who do we want to engage?
What are important issues to our audience?
How can we help, advise, add value?
Can we do this frequently?
Can we measure if / how our content matters?
How are we going to measure if audiences
care?
How are we going to measure our relevance?
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Do something different...help
Be personable... care
Engage...tell a story
Routes to ‘sticky’ social media
Be persuasive and credible
Keep it simple
Feedback...dialogue not monologue
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Examples
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Examples
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Examples
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Examples
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Priority 6: Turning traffic to leads Why? Businesses can’t just help They need to turn a profit Finesse landing pages
Tease and tantalise Always have a next step or
action that the customer is inspired to take
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Achieving better conversion
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Achieving better conversion
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Achieving better conversion
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Priority 7: Make analytics your friend 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
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What can you measure?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
buzz 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
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Ultimately, can you answer these?
1. What are your marketing activities designed to achieve and how can you link the investment in specific areas to tangible revenue, profit and growth?
2. How would a percentage decrease in your marketing budget impact revenue, profit and growth? (At some point, you will be asked to work with a reduced budget.)
3. How effectively are you converting marketing investment to sales compared with previous periods, competitors and the marketplace?
4. Can you define what your revenue conversion is (profit minus marketing and sales spend)?
5. What do you need to know to be able to answer these questions in order to quantify your return on marketing investment?
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Summary – questions please! Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor analytics Don’t be a magpie – become
an owl!
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More on B2B digital marketing?
NEW 440 page Kindle eBook on B2B digital marketing available now at Amazon
This and hundreds of other guides and resources are available to Smart Insights Expert members.
[email protected] @renepower http://marketingassassin.co.ukblog
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