on the edge manchester: 7 steps to brilliant b2b digital marketing 10 oct 12
Post on 21-Oct-2014
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Rene's presentation from On the Edge Manchester, 10 October 2012 where he presented a 7 step approach to brilliant b2b digital marketing - incl strategy and objectives, websites, search, content and inbound marketing, social media, landing pages and CRM and evaluation and analytics.TRANSCRIPT
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10 October 2012 #edgemanc @ontheedgelive @renepower
digital
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Step 1 strategy
10 October 2012 #edgemanc @ontheedgelive @renepower
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Channel influence on b2b
10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 2 websites
10 October 2012 #edgemanc @ontheedgelive @renepower
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Key questions for a b2b site
10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 3 search
10 October 2012 #edgemanc @ontheedgelive @renepower
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Clickthrough rate b2b v b2c
10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 4 content
10 October 2012 #edgemanc @ontheedgelive @renepower
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Average cost per lead
10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 5 social
10 October 2012 #edgemanc @ontheedgelive @renepower
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Digital tools used (clients) sold by agencies
10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 6 Lead gen & CRM
10 October 2012 #edgemanc @ontheedgelive @renepower
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10 October 2012 #edgemanc @ontheedgelive @renepower
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Step 7 Analytics & improvement
10 October 2012 #edgemanc @ontheedgelive @renepower
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10 October 2012 #edgemanc @ontheedgelive @renepower
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 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
satisfaction feedback
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7 steps summary
Set a strategy (SWOT & objectives) Get your website right – as a content hub Build search around a variety of keywords Use inbound fuel to engage influencers Select social platforms your customers use Create calls to action in integrated campaigns Set goals and funnels in Analytics
10 October 2012 #edgemanc @ontheedgelive @renepower
7 step summary
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Further reading
Websites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog Problogger
Books Inbound Marketing: Get found using Google, social media and
blogs Dharmesh Shah / Brian Halligan
Content Rules CC Chapman 10 October 2012 #edgemanc @ontheedgelive @renepower
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More?200 page eBook on b2b digital
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10 October 2012 #edgemanc @ontheedgelive @renepower
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