simply-can't-miss digital marketing strategies for b2b in 2015 - social logins, video content...
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B2B MARKETING STRATEGIES 2015
• Marketing Funnel• Website Optimization• LinkedIn• Twitter• Webinars
WEBSITE TWITTER QUORA LINKEDIN-GRPS BLOGS
WEBINARS TRADESHOWS COLLATERAL
EMAILS PRODUCT-DEMO
BEHAVIOURAL ADS ASO PAY-PER-CLICK SEO
PHONE
THE MARKETING FUNNEL
GENERATE INBOUND LEADS
SHARE INFORMATION, STAY ON TOP OF THE MIND
GENERATE MORE LEADS
STRENGTHEN RELATIONSHIP
BUILD INTEREST ON PRODUCT
SEAL THE DEAL
WEBSITE OPTIMIZATIONIDEAS
IMPROVE CONVERSION RATES BY 20% BOOST REGISTRATION RATES BY 33% IMPROVE SEO RANKING BY 53%
SOCIAL LOGIN STRATEGY – BOOST REGISTRATION RATES BY 33%
According to Gigya, Social Login
Boosts registration conversion rates by up to 33%
Boosts customer data accuracy by up to 26%
Reduces support calls by 30% for forgotten password.
Increases the purchase likelihood by 5X (Source: Online retailer Giantnerd)
According to research compiled by WebHostingBuzz 86% of users report being bothered by having to create new accounts on websites
In a 2013 study by Harris Interactive & Janrain 88% of Users Admit to Entering Incomplete or Incorrect Data on Registration Forms
SOCIAL LOGIN STRATEGY
SOCIAL LOGIN STRATEGY – TREND ANALYSIS
WHITEPAPERS – HAVE AN EXECUTIVE SUMMARY TO BOOST SEO
Search engine spiders cannot crawl through pdfs. Hence whitepapers in pdf form will not help in SEO.
Instead prepare a keyword-rich executive summary of 250 to 400 words and publish it on the website beside the download button.
VIDEO CONTENT MARKETING – IMPROVE CONVERSION RATES BY 20%
Customers viewing video stay two minutes longer which impacts website SEO by 53% and increase conversion rates by 20%.
So make the video stand apart CLEARLY fromrest of the text on the website with a rich thumbnail.
Transcribing the text helps the spiders crawl your content for relevance.
Reduce text
Reduce noise
Balance text and design
CTA
TWITTER 56% of B2B Marketers acquired new customers using social media in 2011
B2B STRATEGY – LEARNING CURVE
Symantec: ~10 tweets/day • 124K followers • 14.6K tweetsMcafee : ~ 4 tweets/day • 54.6k followers • 5835 tweets
Q. What do the Twitter B2B audience want? A. Latest industry trends and relevant information that render them smart.
Hubspot tweets 20 times a day – Stay on top of the customer’s mind!
Manage responses – customer queries, customers tagging you, direct tweets, retweets etc.,
Targeted following – retweet their posts if relevant
Buffer can help in scheduling tweets
Tweriod can be used to determine when our followers are most online
Share blogs and pitch for blog subscriptions
B2B STRATEGY – BEST PRACTICES
LINKEDIN RESPONBIBLE FOR 80% OF A BUSINESS’S SOCIAL MEDIA LEADS
B2B STRATEGY – LEARNING CURVE
Symantec: 210k followers • 4 updates/day Mcafee : 80k followers • 4 updates/day
Q. What do the Linkedin B2B audience want? A. To update themselves with the latest industry trends and to grow their business network.
NO MORE SURPRISES: 'Connect' button makes sure that we do not invade their privacy. It is like ringing a doorbell
and waiting for them to answer.
NOT A STRANGER ANYMORE: By the time they accept your connection request, they have evaluated your profile.
MORE CURIOUS: They want to know how you can really help and are open to communication with you.
MORE VISIBILITY: Linkedin does not have spam folders. So, here you have more visibility and credibility added to
your message.
NOT ANOTHER OFFICE MAIL: Its social media and not office outlook. There are chances that the prospect reads
and replies to your mail even after his office hours.
B2B STRATEGY – CONNECT TO LEADS ON LINKEDIN BEFORE COLD CALLS
Qualify and connect with your leads
Mention the purpose - why you want to connect with the prospect while sending a connection request
Join relevant groups and participate in discussions to build trust
Use status updates for sharing content and blogs
Use surveys and polls for trend analysis
B2B STRATEGY – BEST PRACTICES
WEBINARS EDUCATING POTENTIAL CUSTOMERS - 80% LEAD GENERATION – 77% BUILDING A STRONG POSITION ON THE MARKET – 60%
WHY
WEBINAR STRATEGY– EDUCATE POTENTIAL CUSTOMERS, THEN PITCH FOR THE PRODUCT
WEBINAR STRATEGY
Silence the pitch while developing content – More information than Lead generation - The webinar itself should not pitch for the product, but focus on delivering valuable information
Use appropriate keywords for the content in the invite to rank better on google / bing organic searches
Update the events page on corporate website and social media
Mention about the event on blogs or discussion forums relevant to the topic while engaging in a discussion
Post webinar provide webinar recordings and other presentation materials used, to refer back to the webinar content
Provide options for social logins on registration form
Post webinar, the attendees shall look upon us as thought leaders rather than sales executives thereby giving us the power to influence their buying decisions.
Adobe revamps webinar strategy and achieves a 500% lift in conversion to sale
Content Marketing: Webinar strategy increases registration, lead capture 91%
