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Digital Marketing for Financial Services Workshop
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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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Digital Marketing for Financial Services Workshop Digital Marketing for Financial Services Workshop Presentation Transcript

  • B2B and Wholesaling Digital Marketing
    Workshop
  • Agenda
    1. About Us
    2. The Challenges of B2B Digital Marketing
    3. Part 1 - Content
    4. Part 2 - Measurement
    5. Part 3 – Channels
    2
  • H2 Overview
    • Outsourced marketing strategy, planning, production, development, management
    • Services-oriented – financial, associations, regulatory, technical
    • 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
  • About You!
    4
  • 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
  • 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”
  • Part 1: Content
    Content is stillKING and must be:
    • Fresh, unique and relevant
    • Captivate and engage your visitors to entice return visits
    • Add value to your reader:
    • Information
    • Perspective
    • Relationship/Connection
    7
    • Explanation
    • Definition
    • Ideas
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
    • Downloads
    • Open rate
    • Comments
    • Pageviews
    • Followers
    • Subscribers
    • Postviews
    • Favourites
    • Diggs
    321
  • 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!
  • 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
  • Break Time
    Come back in 15 minutes
    19
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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