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Digital Marketing for Financial Services Workshop

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For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if …

For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if its business is almost entirely along more direct B2B lines? Can more traditional means – such as e-mail marketing – still be profitable and, if so, how?

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  • http://scottthong.wordpress.com/2006/07/19/
  • http://scottthong.wordpress.com/2006/07/19/
  • Transcript

    • 1. B2B and Wholesaling Digital Marketing
      Workshop
    • 2. Agenda
      1. About Us
      2. The Challenges of B2B Digital Marketing
      3. Part 1 - Content
      4. Part 2 - Measurement
      5. Part 3 – Channels
      2
    • 3. H2 Overview
      • Outsourced marketing strategy, planning, production, development, management
      • 4. Services-oriented – financial, associations, regulatory, technical
      • 5. Integrated: interactive, graphic design, PR, marketing
      Brains – trained with experience & theory
      Fresh eyes – insight & vision
      Hands-on – senior involvement
      Arms & legs – to get the job done fast
      3
      Hardworking creative & execution – not fluffy or funny
    • 6. About You!
      4
    • 7. Challenges of B2B Marketing
      Requires longer lead times
      B2B products can require greater investment of money, knowledge and planning than B2C products – fewer targets, more complex decision-making
      In financial services
      Products are complex, client knowledge varies as do trust levels – building relationship to serve one-to-one
      5
    • 8. Challenges in B2B Digital Marketing
      6
      Businesses no longer have to go to your site to determine if they want to engage
      Online financial communications rules are changing
      The world is becoming more connected and, therefore, more easily distracted
      “You have 25 seconds of focus time to get your message across”
    • 9. Part 1: Content
      Content is stillKING and must be:
      • Fresh, unique and relevant
      • 10. Captivate and engage your visitors to entice return visits
      • 11. Add value to your reader:
      • 12. Information
      • 13. Perspective
      • 14. Relationship/Connection
      7
    • The DOs and DON’Ts of Content
      8
      DON’T use overly promotional content
      0 clicks
      DOmix product offerings with engaging and value-adding content
      58 clicks
    • 17. The DO’s and DON’TS of Content
      9
      DON’T forget to ensure that your content is relevant and translates well for digital channels
      DOensure that your content can stand on its own, regardless of whether it lives on your website or on a mobile app
      A leading technology support service website.
      Original URL: http://www.ExpertSexChange.com
    • 18. The DO’s and DON’TS of Content
      10
      DON’T post the same content across all digital channels
      DOrecycle your existing content wherever appropriate
    • 19. 11
      Social Media – Anatomy of a Tweet
      91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
    • 20. 12
      Social Media – Anatomy of a Tweet
      91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
      1
      The message
    • 21. 13
      Social Media – Anatomy of a Tweet
      91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
      2
      URL
      1
      RC
    • 22. 14
      Social Media – Anatomy of a Tweet
      91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
      1
      3
      2
      Twitter user
    • 23. 15
      Social Media – Anatomy of a Tweet
      91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
      1
      4
      3
      2
      RC
      Hashtag / Trend
    • 24. Part 2: Measurement
      “Measure Twice, Cut Once”
      Start with basics and evolve
      Each channel has its own metrics
      Success is defined by the metrics you use
      16
      450
      321
    • 33. Measuring Success
      17
      Measuring success on the web is as simple as accessing your stats software
      and as difficult as not knowing what it all means!
    • 34. Measuring Success
      Choose metrics that align with your business objectives:
      18
      Business ObjectiveMetrics
      To increase awareness Impressions
      Brand mentions/sentiment
      To generate sales leads Unique visitors Avg. time spent on site
      Bounce rate Sales
      Customer growth / loyalty Avg. time spent on site
      Referral traffic source
    • 35. Break Time
      Come back in 15 minutes
      19
    • 36. Part 3: Channels
      20
      Which channels are right for your content and your business?
      Email
      Mobile
      Social Media
      Other
      The average ROI from email marketing is $57 per $1 spent1
    • 37. Email
      21
      Essential tool in B2B marketing:
      Quick announcements
      Quarterly updates
      Disclosure
      Easiest and cheapest way to get a quick read on client engagement AND sales force performance
      Work it
      Your own list, but change it up
      Paid or rented lists
    • 38. Outbound Email – Case Study
      Each quarter, Sionna Investment Management utilizes their outbound email to direct clients to their website and to private materials on semi-private pages.
      22
    • 39. Mobile
      23
      YOU MUST ensure your website works on a 3.5” screen
      Don’t boil the ocean
      Start and evolve
      Basic technology for mobile redirect is very accessible and not as complicated as you may think
      Applications – just because you can, doesn’t mean you should!
      Speed, data and need for mobile access are drivers
    • 40. Social media cannot be ignored...
      ¾ of online traffic visits are to social networks and blogs
      22% of online time is spent on social sites
      77% of Facebook, LinkedIn and Twitter users have at least some college education
      Users aged 35+ are the fastest growing demographic on Facebook
      41% of the Facebook population are over the age of 45
      33% of Facebook users earn at least $75,000 a year
      24
    • 41. Common Questions...
      How do you get started with social media?
      How do you know when you’re successful with social media?
      How do I find value in social media?
      25
    • 42. Social Media - Quick Hits
      Wikipedia – good, but watch being too promotional
      Video content – YouTube makes it easy, but some have issues with the ‘ick’ factor
      LinkedIn – get your company profile updated and involve HR
      Secure your company call signs on big channels
      26
    • 43. Social Media – Two Corporate Approaches
      Direct – Tweeting, managing Facebook presence, active
      All in
      Leading position – greater upside
      Indirect – strong starting point for financial B2B
      Ensure your content is easily portable and PROMOTED to your sales channels for them to repurpose
      Just as much work, but a more secure starting point for cautious corporations
      Easier to withdraw from
      27
    • 44. Thank You!
      Christine Saunders
      Vice President
      Ragul Chari
      Interactive Communications Manager
      http://twitter.com/h2_central
      socialmedia@h2central.ca
      36 Toronto Street,
      Suite 800
      Toronto ON M5C 2C5
      Tel: 416.862.2800
      Fax: 416.862.2900
      28

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