Thanks for taking time out of your busy Friday to join me for this webcast looking at digital marketing priorities for b2b marketing in 2013. My name is Rene Power and for the next 40 minutes I’m going to take you on a whistle-stop tour of the seven areas that b2b digital marketers really needs to be focusing on in 2013. I’m optimistic everyone joining us today will pick up a few things to takeaway, research or try out. As we move through the presentation you’ll see there are a number of polls. Please join in. I look forward to obtaining your feedback. Dave Chaffey is also online throughout at this time and we hope to answer questions and take feedback as we go.
Before we start, I want to be clear about a few things. This isn’t a future trends presentation talking about big data, mobile, convergence, community and more of the other things you’ve probably been reading about over the last week or so. I want you to stop and think long and hard about what activities add value to customers and in turn add value to your own business. Too many businesses are like magpies chasing down the latest must have social networking platform or piece of hardware with no thought for how to use them effectively. I’m proposing that you need to be an owl. You need to approach your digital marketing thoughtfully and methodically and avoid (most of the) shiny.
My seven steps (or priorities) follow classical marketing theory. You may even say it’s a back to basics approach. By setting a strategy with measurable goals from the outset, you’ll have a better feel for what success looks like and what it is going to take to move towards being more successful. For me it starts with creating a home base online – the place where all roads ultimately lead. Getting found and staying found means being optimised for search. Once these two critical aspects are in place it makes promotion much easier. Here I see the creation of great content that serves to entice people in as key – and this content becomes the rocket fuel for social media, CRM and lead generation campaigns. Finally monitoring and evaluating your digital marketing by making analytics your friend help to ensure you can always improve on what you’re doing and make sure that your strategic goals are more likely to be achieved.
A little bit about me.
Understanding, interpreting and delivering on customer needs has been the foundation of marketing for over one hundred years. Businesses have been buying and selling products to one another for hundreds of years. But, don’t let anyone tell you that B2B marketing isn’t different from marketing products to consumers. It is. We know B2B marketing often involves communicating with hard to reach and hard to engage B2B decision-makers through a complex purchase cycle from unaware to purchase. (Why bullets?)A digital marketing strategy that provides a structured process to create a long-term plan to integrate digital media and technologies to support business goals must be the best way to cut through this and stand out.
Before I go on to talk about the benefits of strategy and what goes into one, lets have a quick virtual show of hands...
Focuses activity around audience and business goals. Do you want to make money, save money, improve service, raise awareness, build data? Only you will know. Document it.Focus strategy helps secure buy in, resource and investment at all levels across the business.Focus strategy helps establish who, what, where, why and how for all digital decisions you need to make such as channel selection, timing, ratio of investment and more.
You will have completed a SWOT for your traditional marketing planning over time, but have you applied that thinking to your online environment? It needs to be digital-specific.This SWOT activity will certainly help establish opportunities, weaknesses from a resource perspective and strengths from a brand perspective, which could be translated into a compelling OVP.A clearly defined OVP will help you differentiate your online service encouraging prospects and existing customers to engage initially and stay loyal.We recommend using a TOWS matrix for SWOT in this format since this helps integrate your analysis with your strategy rather than the analysis being placed on the shelf and forgotten.
Whichever business sector you are in, it is still crucial to consider your digital marketing as a holistic process created around your website. While some consumer brands may find that their Facebook page is their main touch point for online customers there aren’t many where this is yettrue for B2B marketing. The website is still at the heart of your digital marketing.We know that business buyers are looking for reassurance and credibility, so a company needs their website to be as credible as possible.(bullets) So, don’t spend money on banner advertising, pay-per-click (PPC), email campaigns or effort in setting up elaborate and ‘hard to feed’ social media platforms until your website is right. Why? Because if it doesn’t offer the right user experience, provide the appropriate and relevant content and channel them to a tangible next action, you are wasting your time and your money.
1. Information is easy to verify on your website. Shows a company is trustworthy and stable. 2. There is a real organisation behind your website. Evidence that the organisation exists takes this further by providing clear guidance on locations, people, products.3. Highlight expert content and services offered. As we move from being a broadcast to targeted inbound marketing economy, companies that produce focused content relevant to the needs of customers will stand out. 4. Demonstrate honesty and integrity on your website. These qualities may be seen as subjective but you can set a tone throughout your website as pages such as About Us, Our Philosophy and FAQs allude to your honesty and integrity.5. Make it easy to contact you. Post contact details on every page throughout the website and not just on a ‘Contact Us’ page. 6. Your website should reflect your business. And, it should reflect the experience that customers enjoy offline, face-to-face, in stores, on stands and anywhere else. 7. Your website should be accessible and easy to navigate. Western websites have navigation bars either running horizontally across the top and bottom or vertically to the left-hand side of the website for a reason. 8. Use frequently updated relevant and useful content. Content is the biggest part of your digital strategy as it governs your selection of keywords, what you say, how and when you say it. It helps rank your site with search engine bots and entice real human visitors too. 9. Avoid errors of all kinds. Sounds obvious but spelling mistakes, grammar and punctuation slip ups, 404 messages and any other error on a website disrupts the user experience and risks harming your credibility.Remember to treat every page as a potential landing page so narrative, call to action and signposting are all key. More on this later.
Given the overt commercial nature of B2B marketing, and the prevalence of search as a professional buyer’s primary research, short-listing and selection tool, SEO is one of the most fundamental and biggest impact areas you can focus on.A good understanding of the technical basics of SEO is essential and will help to set you and your business apart from your competition. Understanding which keywords are going to position your business to your customers and then systematically taking all ethical steps to include them in your search marketing plan, will reap rewards over time.But it is when the key elements of SEO are applied to great content that is both relevant to the needs of your audience, and proves your credibility, that the tangible impact of good SEO is seen.
Search engine optimisation or SEO is the practice of making your business visible to human (and search engine) visitors when they go looking for suppliers like you.There are a number of ways of securing profile, both natural and illicit. This slide is a takeaway. It’s more fun to look at some real B2B companies doing it though…
What is being shownEffective use of keywords on the site in descriptions, in meta data and content –all in relation to predicted customer search
Taking it a little further on the BOC site, how meta descriptions are written in order to be displayed on Google Search and also how keywords are adopted into URLs, page titles, h tags and moreGiven the time, we’re not actively exploring the area of link building, article outreach and indexing today. These are important and are covered in some detail in the ebook.
Technology has facilitated a significant shift in how people in business interact with the companies they buy from. Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features. Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.
Poll time. Let’s see who is using different types of inbound marketing to position themselves and draw customers towards them...
Run through examples discussing the difference between Stelzner’s primary and nuclear fuel (from the book Launch!)Primary fuel(lifespan = 3 days) inclHow to guides,Expert interviews, Reviews,News stories, Case studiesNuclear fuel (lifespan = months) inclSurvey reports, White papers, Top 10 contests, Micro events (webinars, video, podcasts)
And that really helps when it comes to social media.Social media and business are two phrases that have sat uncomfortably for several years; for good reason. When you think about the very nature of social media and how the major platforms developed business applications do appear to have been shoehorned in as an afterthought.You can see where social media fits, with content marketing in place, you have the fuel needed to power effective social media campaigns that inform, educate, entertain, persuade, engage and endure. Remember, though, that social media marketing isn’t just about broadcast.B2B marketers need to be ruthless about how, where and when they deploy social media. Without the stellar consumer budgets or mass market audiences the pressures on return on investment are heightened.
Development of content requires the following considerations..Thinking about our multi-disciplinary B2B audience we need to ask ourselves...When it comes to relevance, think about marketing to the niche...Evaluation – analytics can cover it allCustomers are more likely to stick to you if you follow a robust repeatable approach to delivering against their needs.
What does CARE mean in action?Some examples...
Social interaction can be integrated all over the web (from within your website – Knauf), to aFacebook page.Google’s most recent algorithm update gave social mentions on Google+ and other social sites more ranking so we’re now seeing the benefits of this in search.TCN construction network is another thriving online community. The point is – good social demands interaction.
The goal of most businesses is to provide a rewarding return for their owners or shareholder investment. This is our focus in the last two sections where we move on to assess how a B2B marketer sets about delivering quality leads to the sales team and uses a variety of tools and techniques to drive more, and better quality leads which can be nurtured through to transaction.
ClaremontThe example on the left is a landing page for workplace interior design firm Claremont showing how content can be arranged to showcase the business in the possible light to a specific audience – in this case the legal sector.In this example the page includes a number of the critical elements that should be included in a landing page:A headline and (optional) sub-headline.A supporting image (or slider including multiple images).A brief description of the offer/call to action.Supporting elements such as testimonials, affiliations, accreditations or security badges (for transaction B2B sites).Interactive content to bring the landing page call to action to life – in this case video testimonial.A form to capture information – duplicated twice at the top and bottom of the page.Separate email sign, get in touch and social media profiles.Downloadable material in the form of interactive brochures.AnglianAgain focused around conversion to action. Make contact or fill the form in. Could it be any blunter?AdobeShow lots of primary and nuclear content to get people to take action from webinars to blogs to datasheets etcThe point is – you spend all your time, effort and money getting them there. Make it easy for them to do business.
Last few slides. And we’re into analytics. This should be a no-brainer as it links back to strategy, goals and objectives and helps tell you what is working and what isn’t. Much evaluation of marketing activity falls into monitoring and measuring brand, key message delivery and resonance, size of, engagement with and sentiment of audience. These measures are important, but the majority of the metrics that companies build their digital marketing evaluation on often fall into the ‘vanity’ bracket. Focus on those that deliver tangible return.
When it comes to measurement, the boffins say steer clear of vanity measures like fans, likes, follows as these are meaningless when it comes to real ROI. I think there is some truth in this and there is much to be said about a niche but highly active following being more valuable. However, people are swayed by large numbers. For b2b, match vanity metrics with those that help display some tangible return – signups, downloads, inquiries, appointments and chart them through your funnel. These are much more likely to lead to stepchange improvement in what you’re doing as you make yourself even more relevant to your customers.
You’re going to need to.
Each area, if we’re honest, is a presentation in itself but by attacking your B2B digital marketing challenges in a planned way, you’ll limit waste, maximise return and stand a better chance of successfully hitting organisational and marketing goals too.
Final slide. Thanks for your time and participation today. And thanks to Dave for involving me, its been a pleasure. Do check out the book and do check out Smart Insights.
B2B Digital marketing priorities 2013
B2B Digital Marketing Priorities for 2013 René Power Digital & Business Development Director BDB The seven areas you should be focusing on in 2013Digital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
About Dave Chaffey Books Digital marketing advice, training and consulting www.smartinsights.com About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since 1997 • Manages SmartInsights.com: a marketing advice site with Expert members in over 50 countriesJanuary Offer: Free copy of Emarketing Excellence for first 50 new Expert-level membersSmart Insights Expert membership: www.smartinsights.com/membership
Are you a digital magpie or owl?• Impulsive• Reactive• Likes new shiny things • Wise • Thoughtful • Methodical
Agenda Priority 1: Why your business needs a digital strategy Priority 2: Establishing an effective home base Priority 3: Getting and staying found Priority 4: Developing inbound interest Priority 5: Going social Priority 6: Turning traffic into leads Priority 7: Making analytics your friend Please interact using the BrightTALK buttons: 4
About me 18 years in B2B marketing Accomplished international (digital) marketer and business developer www.bdb.co.uk Respected blogger www.marketingassassin.co.uk In demand digital marketing speaker Author Brilliant B2B Digital Marketing An owl (with a taste for shiny things!) 5
Priority 1: Set a strategy Why? Information is the primary driver in B2B specification Browser mentality: supplier research is predominantly conducted online Applying a robust approach to being found when customers are looking increases 6
Poll  Do you have a documented digital strategy? Yes No Don’t know 7
Benefits of a B2B digital strategy 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 8
What goes into B2B digital strategy? Digital SWOT Online value proposition Return on investment measured by Sales Savings Attribution Customer satisfaction 9
Priority 2: Establishing home base Why? There are over 10m .co.uk sites registered and 644m live sites worldwide 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 10
Priority 3: Getting and staying found 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 Search optimised sites can make or break businesses…and careers 13
Checklist: key areas to focus on 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 14
Priority 4: Driving inbound interest Why? Use content to attract customers Deliver useful and relevant information to customers when they most need it Demonstrates authority Builds reputation Creates trust which leads to transaction 17
Build an inbound marketing machine Audit what you have Repackage and repurpose Create a calendar Run mini campaigns Set milestones Walk before you can run 18
Poll  Do you use any of the following inbound content marketing tools? Blogs Hosted presentations Newsletters / email Webinar / webcast Guides / white papers / ebooks Audio content Video content 19
Priority 5: Going social Why social is important for B2B Social enhances audience building Social can drive deeper relationships Social can provide ready-to-use test & trial Social can deliver customer service 21
Poll  Which social media platforms are going to be critical to B2B in 2013? Facebook Linkedin Google+ Twitter YouTube Slideshare Pinterest 22
Do you (or can you) CARE? Content Audience Relevance Evaluation How do we want to be Who do we want to be What are important Can we measure if / how perceived? associated with? issues to our audience? our content matters? What are we going to Who do we want to How can we How are we going tosay, share, comment on? influence? help, advise, add value? measure if audiences care?How are we going to do Who do we want to Can we do this it? engage? frequently? How are we going to measure our relevance? 23
Priority 6: Turning traffic to leads Why? Businesses can’t just help They need to turn a profit Finesse landing pages Tease and tantalise Always have a next step or action that the customer is inspired to take 26
Priority 7: Make analytics your friend 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 28
What can you measure? buzz by time of day seasonal buzz competitive buzz category/topic buzzBuzz by no of posts buzz by impressions shift in buzz channel buzz by stage in DM process mainstream media mentions installs downloads buzz asset popularity buzz by customer type mainstream media uploads favourites likes comments ratings mentions growth rate of fans follows friends contacts no of pass increase in searches %of buzz with links no of views/interactions polls alongs recommends embeds bookmarks subscriptions virtual gifts tags popularity contest entries leads generated page views clickthroughs changes in search ranking type reach products sampled store visits trials channel geography volume of posts impressions time spent clicks customer acquisition & retention complaint handling contributions by bloggers chatrooms wikis online sales offline cost per click satisfaction feedback dwell time on site sales savings change in share AEV event response bounce rate cost per customer email open rate by time / region event attendance 29
Ultimately, can you answer these? 1. What are your marketing activities designed to achieve and how can you link the investment in specific areas to tangible revenue, profit and growth? 2. How would a percentage decrease in your marketing budget impact revenue, profit and growth? (At some point, you will be asked to work with a reduced budget.) 3. How effectively are you converting marketing investment to sales compared with previous periods, competitors and the marketplace? 4. Can you define what your revenue conversion is (profit minus marketing and sales spend)? 5. What do you need to know to be able to answer these questions in order to quantify your return on marketing investment? 30
Summary Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor analytics Don’t be a magpie – become an owl! 31
Thank you for your participation Your questions please Please ask questions and rate this webcast For more Answers to your Digital Marketing Questions use our free community Best wishes for 2013! http://www.smartinsights.com/answers 32
More on B2B digital marketing? NEW 440 page Kindle eBook on B2B digital marketing available now at Amazon This and hundreds of other guides and resources are available to Smart Insights Expert members. firstname.lastname@example.org www.bdb.co.uk @renepowerblog http://marketingassassin.co.uk 33