www.visionb2b.co.uk @visionb2b @renepower 7 Steps to Brilliant B2B Digital Marketing René Power Founder, Vision B2B
www.visionb2b.co.uk @visionb2b @renepower
7 Steps to Brilliant B2B Digital MarketingRené PowerFounder, Vision B2B
www.visionb2b.co.uk @visionb2b @renepower
Who has a documented digital marketing plan with SMART objectives assigned?
Who runs a website?
Is it designed around what customers want or what you want to tell them?
Who has a focused approach to search engine optimisation?
About you
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
About you
Who has access to analytics? Who uses analytics to improve what they do?
Who is using content to drive engagement, data capture and interest?
Are you using social media to drive brand engagement further?
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
About me20 years in B2B marketing across a variety of sectors
Accomplished international (digital) marketer and business developer
Respected blogger www.marketingassassin.co.uk & www.smartinsights.com and a published author
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Passionate b2b marketer, advisor, hustler
Self employed, business owner – launched today
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Offers to brilliant delegatesFree slide download• Visit
www.visionb2b.co.uk/SheffieldCIM2015 (only live till Friday, 17:00)
Free prize draw• Ten business cards will
be drawn tomorrow to receive a complete 220 pg guide – only availableto Smart Insights Expert Members
www.visionb2b.co.uk @visionb2b @renepower
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Running before you can walk?
Not cool.
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Being seduced by the dark side of technology?
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Not seeing results?
You’re not alone….
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Not getting the results you want?
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57% of respondents to Dave Chaffey’s latest Smart Insights survey said they didn’t have a digital marketing strategy written down.
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
Why do so many companies fail?
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www.visionb2b.co.uk @visionb2b @renepower
Reality check!
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Why do so many companies fail?
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
Reality check!
www.visionb2b.co.uk @visionb2b @renepower
Why do so many companies fail?
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
Reality check!
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The approach
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1. Strategy
2. Website
3. SEO
4. Content
5. Social6. Conversion optimisation7. Analytics
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1. Strategy
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1: Don’t dip your toe; set a strategy• Why?
– Information is the primary driver in B2B specification
– Why? Professional buyers seeking assurance
– Browser mentality: supplier research is predominantly conducted online
– You can’t measure effectiveness without goals or a benchmark
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Making the case for digital• 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
• => By design, likely to lead to more successful digital marketing
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
SOSTAC for digital marketing
http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
What goes into a digital strategy
• Digital SWOT • Online value
proposition• ROI measured by
– Sales– Savings– Attribution– Customer
satisfaction
The organisation Strengths - S Weaknesses - W 1. Existing brand 1. Brand perception 2. Existing customer base 2. Intermediary use 3. Existing distribution 3. Technology skills 4. X-channel support Opportunities - O SO strategies WO strategies1. Cross selling Leverage strengths to Counter weaknesses through2. New markets maximise opportunities exploiting opportunities3. New services (Attacking strategy) (Build strengths for attacking 4. Alliance/co-branding strategy) Threats - T ST strategies WT strategies
1. Customer choice Leverage opportunities to Counter weaknesses and threats
2. New entrants minimise threats (Build strengths and defensive 3. New competitor processes (Defensive strategy) strategy)4.Channel conflicts
www.visionb2b.co.uk @visionb2b @renepower
www.visionb2b.co.uk @visionb2b @renepower
Know your audience• Who they are• Where they go• What’s being
asked or discussed• What’s missing• Who’s helping• Who needs help
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www.visionb2b.co.uk @visionb2b @renepower
Creating personas
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Create online proposition/s
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2. Website
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2: Home base (website)• Why? • 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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UPS b2b website
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Oliver Valves b2b website
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Designing for responsive
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Dell b2b website (2012-2014)
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BOC b2b website (2012-2014)
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Pentair safety systems b2b website
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3. SEO
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• 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
3: Getting found and staying found (SEO)
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• 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
On page SEO checklist
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Atlas Copco optimised for search
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BOC optimised for search
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Off page SEO
PPC
PPC
Organic
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Trade media
Trade associations
Search engine indexes
Social media
Bloggers
Main-stream press
Website
Top Internet
sites
Discussion portalsTrade shows
Conferences
Link bait
Main stream press
Directories
News sites
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4. Content
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4: Inbound content marketing
• Why? • Use content to attract
customers• Demonstrates authority• Builds reputation• Creates trust which
leads to transaction
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Your content mission
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www.visionb2b.co.uk @visionb2b @renepower
Content marketing checklist
Agree what success looks like Assign responsibility incl. senior
level sponsor Audit what you have Visit watering holes Curate Create Repackage and repurpose Create a calendar Walk before you can run
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Repurposing content
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Content marketing mapping
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Nokia Siemens inbound marketing
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GE inbound content
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Volvo Trucks “The Epic Split”
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Nutraingredients inbound content
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5. Social
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Source: Being Your Brand Social Media Report 2012
5: Going social
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Which work best?
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Which work best?ht
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Keep it simple Be persuasive and credible
Do something different...like help
Feedback dialogue not monologue
Engage...tell a story
Be personable...care
Sticky social media cheat sheet
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Ingersoll Rand on Facebook
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PWC on Facebook
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6. Conversion
optimisation
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• Why? • Businesses can’t just help• They need to turn a profit• Finesse landing pages
– Tease and tantalise– Provide sign posts to action
Conversion optimisation
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Achieving better conversion
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7. Measurement
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• 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
7. Make analytics your friend
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The basics in Google8 standard metrics that you need to monitor & impact
New vs. returning Behaviour (content) Dwell Bounce Social referral Exit path Device Geography
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The basics in Google
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The basics in email6 standard metrics that you need to monitor & impact
Open Click Unsubscribe Bounce Content Social links
Link to your website data to build a better picture of ‘qualifiable’ prospects
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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
buazz 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
You can’t track what you can’t measure
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• Set a strategy• Invest in your website• Improve your search visibility• Become useful and relevant• Go social with purpose• Work hard on conversion• Monitor and use analytics
Summary: 7 steps to brilliant b2b digital marketing
www.visionb2b.co.uk @visionb2b @renepower
Ways to get more valueConnect on Linkedin & Twitter
Subscribe to the Vision b2b blog
Subscribe to the Marketing Assassin blog
Come to my other events
Request an online evaluation
Consider retained mentoring
Discuss involvement in your business marketing challenges
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launch offerAn exclusive 20% off the annual price of www.SmartInsights.com Expert Membership.
Member only guides, templates, downloads and webinars designed to rocket your digital marketing.
Use the code SMARTB2B by 30th November and lock in your $999 (£650) annual pass for only $799 (£520)
If you use one resource, make it Dave Chaffey’s www.SmartInsights.com
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And Vision B2B referral offerGive a referral that becomes a client and (minimum three month contract) with Vision b2b before 30th November and receive either
- 15% referral fee (first month)- or 15% off your own bill
Visit www.visionb2b.co.uk/referral today!
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And remember