ciph - social media for b2b companies - good idea or waster of time
TRANSCRIPT
Social Media for B2B Companies… Good Idea or Waste Of Time
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416
About Today…
• Download this presentation on SlideShare
• Here to help… – After the session – Free Internet Marketing Program Audit – Consultations at your convenience
What We Will Cover
• Social Media and the C-Level • How Google's amplified focus on quality original content
and social media work together to create an incredible opportunity
• How B2B companies can use social media to deliver powerful cost effective results
• Getting started - planning an integrated Internet marketing program
Social Media Objections
• Social Media is a security risk – Somewhat agree
– Loss of information – Loss of control
– Rogue employees
• Social Media is time consuming – Agree
– Need a strategy – Repurpose content
Social Media Objections
• My Customers don’t use social media – Strongly disagree – Twitter: 500M active users – Facebook: 955M active users – LinkedIn: 175M registered users – Google+: 400M registered users,
100M active
Social Media Objections
Word Of Mouth Marketing
Word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation…
Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume
Social Traffic Is Event Driven
LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
What’s In It For My Company?
• Relationship Development
• Expand Network
• Communication
• Branding
• SEO
• Lead Generation
Know What Visitors Want
• When visitors stick o Spend 3 to 5
minutes on your site
o View 4 to 5 pages
• Data from 22 B2B companies and 50,000 visits
Conversion and Last Click Attribution
Old rule of thumb: It takes seven touches to close a deal Interpretation: People don’t buy/contact of the first visit
Latent conversion causes bad decisions
Multi-Channel Funnels
Our experience….
align content with the needs of your audience
Joe Engineer • Technical POC • Technical Library • Test results
Jackie Buyer • Pricing • Warranty • Sales POC
ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
• Educate prospects • Repurpose & distribute content
• Position content search engines and social media
• Strengthen brand awareness - create buzz
• Engage prospects through social media and website
• Eliminate risk, demonstrate value, simplify the buying decision
• Customers promote your brand • Generate referrals
Buying Process
Selling Process
Supporting Internet Marketing Strategy
Social & Search Marketing Fills The Gaps
Questions""Free Internet Marketing Program Audit For Interested Attendees
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416
Conversion Rates Should Be Understood
How many contact us page visitors advanced in the sales process? • Click to get (29%)
o 73 phone number o 51 address
• 40 Sent an email (9.25%) o Is this good? o What is your conversion
rate? Two questions • When bidding what are your
chances of closing the deal? • What are the chances a visitors
they will become a lead?
GOL: Keep visitors on your site, reading content and viewing pages
Create
Share
Get Found
Engage
Measure Test
Adjust
Conclusion: Ideal Internet Marketing Program
ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
• Educate prospects, repurpose content, distribute content through social media
• Position content in the path of prospects via search engines and social media
• Strengthen brand awareness - create buzz
• Engage prospects through social media and website
• Eliminate risk, demonstrate value, simplify the buying decision
• Customers promote your brand • Generate referrals
Buying Process
Selling Process
Supporting Internet Marketing Strategy
Social & Search Marketing Fills The Gaps
Plan For Success
• Vision: What does it look like when we are successful?
• Key Metrics: What can we measure to tell us we are successful?
• Strategies: How will we achieve these metrics?
• Ac?ons: Who will do what when?
B2B Mobile Visits on the Increase
• 19 B2B Website • Mostly manufacturers and
distributors • Date:
• 1/20/12 – 2/19/12 • 1/20/11 – 2/19/11
• Visits o 2012: 42,594 o 2011: 42,913
138% increase in mobile traffic from 2011 to 2012 across all sites • 8% higher bounce • 0.85 less pages • 29 second less time