Strategy B2B Manufacturer

Moses V. Gomes – Digital Marketing Expert

DIGITAL MARKETING STRATEGY

Digital marketing for increasing the ROI and conversion of clients

Employee Engagement

Customer Support and Service

Tracking Parameters• Leads generation, filtering

and conversion• Subscribers for newsletters

and visitors for exhibitions• Download of white papers• Q & A participation on

Facebook / Linkedin / Slideshare

• Google analytics• Social Media Monitoring

Tools required for Implementing & Tracking

• CRM with automation for email marketing

• Social Media Monitoring• Greenhorn dash board for SEO

keywords tracking• Demand Base for IP targeting

technology• Account of Naukri.com• Geo fencing for exhibitions and

road shows• Augmented Reality for virtual

exhibitions

The Strategy will focus on a mix of SEO and SMO, with PPC during events / exhibitions. Additionally incorporate new elements of technology for inbound marketing

Digital marketing for increasing the ROI and conversion of clients

Social Media• Youtube channel - Customer Testimonials & product demo

videos• Slideshare – Product manuals, product profiles, etc• Linkedin – Participation and creation of group, source target

audience email ids from Naukri portal• Facebook, Twitter and Google + - For regular Q & A by

eminent research leaders from the field

Website & SEO• Responsive and multilingual website.• Different extension & language, based on target country like

Arabic – UAE, German – Germany, etc• Identification of competitors keyword marketing strategy for

SEO• Generic Product websites like bobin.com, Conebobin.com, etc• Offer free websites / CRM for dealers, will help in tracking

selling trends. • Video testimonials - Cannot use Youtube in this section, as

most corporates have blocked the site, use another paid video streaming website or HTML5

Email Marketing• Should focus on engagement through regular emailers• Include survey for developing new product• Get customers involved in the process of new product

development• Email campaign should focus as per customer levels defined

as– Dealer, sub - dealer– Direct customer– Retailer

Pay – Per – Click • PPC strategy will focus on introducing new products and client

testimonials• Target platforms like

– Google adwords– Indiamart– Tradeindia– Linkedin

• As Indiamart and Tradeindia have huge visitor based on B2B Buyers PPC with B2B portals would help to display product when visitor is searching for competitor products.

Exhibitions• Creating virtual stall with Augument Reality for post event

engagement• Use location based geo fencing technology to send updates

during exhibition.• Offering free wifi can give us access to their contact info,

which will be added to database for email marketing• Engage with visitors through social media during and post

exhibition

Lead generation – Demand Base• Use Demand base for IP marketing technology, will help

website visitors to view customized website. • Can also help to localise PPC marketing, before cold calling the

client.• Can also help in auto – filling of forms on landing pages, as

visitors tend to fill short forms, rest parameters would be filled through the application tracking of IP

• Customization of newsletter, testimonials, etc based on the visitor location and company.

White Papers• Content writing to focus on endorsement from eminent

researchers• Get customers to register to download the white papers• Share on social media profiles & email marketing• White papers should focus new energy saving techniques

Newsletters• Initiate concept of newsletters for internal and external

customers for engagement.• Newsletters also offer information on new developments to

all stakeholders.• Involve customers and employees to write articles.• Video newsletters: Using video streaming servers which are

usually not blocked by firewall or corporates, by incorporating video in news capsule format.

Employee Engagement

Social Media Policy• Implement social media policy• In case of some department working on high IP (Intellectual

Property) projects, implement self destruction & encryption in all files which are copied on CDs, Pen drives and emails. This will help in privacy.

• Identify key employee ambassadors who will engage on social media with external stakeholders along with social media team. Train employees to manage and report about any comments.

Internal Social Media Dashboard• Launching an internal dashboard through mobile app and

desktop.• Any employee with their employee ID can login or generated

Username / password.• They can post their requirements, new developments, etc.• This would help HR to gauge requirement of training and what

type of training based on queries.• The HR can also use this tool to send regular updates

Customer Support

Involve Customers for R & D• Using social media channels, involve customers in product

development process.• This would be in the form of – Q & A– Survey forms– Showing beta stage of the product

Social Media for Customer Support

• Though most companies in telecom and IT have been using social media for offering customer support.

• B2B companies should also start this process.

• This would help to build credibility amongst its competitors, as initiator of customer support through social media.

Launch of Mobile App• Create mobile app for offering information various products.

Also key customers would also have official login panel.• Through this they can view their order status, dispatch, past

invoices, whether they want to place new order, support tickets, product demos, etc

• Sales team and dealers can use this app to draft quotations while in discussion with the client.

• Use this app to track DSR of the sales team with GPS.• This app would help in identifying the trends in sales cycle.

Birthdays wishes• Social media and Naukri.com portal can help to source list of

birthdays for most dealers, clients and employees, etc• On occasion of Birthday, send an email message from

chairman with that person’s photo.• This can also be shared on social media.

Case Study• Developing case studies for products and along with how this

product helped in solving problems.• These case studies can be in A/V format of 1 to 2 minute news

capsules. This can be posted on website and youtube.• Can also develop case study in ppt format for slide share.• Would help to build elearning for clients, students learning

textile technology, sales team and boost for lead generation.

I Tweet @ https://twitter.com/inspectordhola I Blog @ http://www.mosesgomes.com/ My ppt @ http://www.slideshare.net/gomesrelations My profile @ https://in.linkedin.com/in/mosesgomesMy Friends @ www.facebook.com/moses.gomes I answer queries @ http://www.quora.com/Moses-Gomes On Google+ @ https://plus.google.com/+mosesgomes My photos @ http://instagram.com/mosesvgomez