B2B eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business


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Practical tips on successfully implementing an online marketing program for small and mid-size B2B companies. Integrated marketing communications include websites, SEO, social media, content marketing and more.

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  • What I hope to do today is provide an easy, manageable framework for your eMarketing program.
  • Can’t emphasize keywords enough. They are the glue that links all elements of your online program and act like steroids to beef up organic search.
  • Avoid names like guitarchick, bettyboopfan,
  • Suggested title (about 65 characters) First few characters for branding and remaining characters for the keyword phrase relevant to the page. Three reasons people search: Brand – don’t know what they need but have a general idea of brands that can help (I.e. Geico can provide insurance at a good price) 2) Product or service category – know what they need, but not sure all of the providers (I.e., cheap auto insurance) 3) Solution to a problem – (I.e., lower my auto insurance premiums) If there’s one takeaway from this presentation, it’s that you should review your website and update keywords, making sure the meta data is relevant to page content.
  • 55% more visitors 97% more  inbound links 434% more  indexed pages Hubspot 2009
  • In order to best leverage online tools, limit your participation to one or two sites that you can give substantial time. Analogy: F2F networking… you can’t participate in every meeting all the time, so you pick one or two and limit involvement YOU DON’T NEED TO FOLLOW EVERYONE WHO FOLLOWS YOU! In fact, you should block some followers. Remember… you’re judged by the company you keep. Two pet peeves: 1) people who follow me or request me and do not have a completed profile (short form); 2)send canned friend or colleague requests Equivalent of telemarketing. 67 MILLION Americans used social media in an average month in 2008 2/3 of the global internet population visit social networking sites Visiting social sites is the 4 th most popular online activity—ahead of personal email. * Source: Nielsen, Global Faces & Networked Places, 2009
  • Listed in order of importance.
  • How much time will this take? Estimate 2 hours per day for social media Social media and email act as guideposts for your content/even
  • NOTE: Most of these books have Facebook pages. Good marketing technique.
  • B2B eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business

    1. 1. eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business
    2. 2. When it comes to eMarketing… <ul><li>You’re judged by the company you keep. </li></ul><ul><li>Your content lives forever. </li></ul><ul><li>Your communications should push and pull. </li></ul>
    3. 3. Marcom Media Mix <ul><li>Pre-Internet </li></ul><ul><li>Direct Mail </li></ul><ul><li>Events </li></ul><ul><li>Print Ads </li></ul><ul><li>PR </li></ul><ul><li>Telemarketing </li></ul><ul><li>Post-Internet </li></ul><ul><li>All “Pre-Internet” items PLUS: </li></ul><ul><li>Content Marketing </li></ul><ul><li>Email </li></ul><ul><li>Microsite </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Website </li></ul>
    4. 4. Where do I begin?!? <ul><li>Website/Blog </li></ul><ul><li>Email Newsletter </li></ul><ul><li>One or Two Social Media Sites </li></ul><ul><li>One or Two Social Bookmarking Sites </li></ul><ul><li>Google Apps </li></ul><ul><ul><li>Reader </li></ul></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Alerts for you and your clients </li></ul></ul>
    5. 5. Who Are You? <ul><li>Keywords and phrases that describe your business </li></ul><ul><li>Keywords and phrases that resonate with your clients and prospects </li></ul><ul><li>i.e. Small business consultant specializing in retail success for natural food stores. </li></ul>
    6. 6. Online Persona Who are you?... Who are your clients? <ul><li>Relevant </li></ul><ul><li>Consistent </li></ul><ul><li>Avoid names like: </li></ul><ul><ul><li>Bettyboopfan </li></ul></ul><ul><ul><li>mktgchick </li></ul></ul><ul><ul><li>Crazy4mktg </li></ul></ul><ul><li>Decide who you will be </li></ul><ul><ul><li>Your name or business name </li></ul></ul><ul><ul><li>A keyword category </li></ul></ul><ul><li>Craft usernames/IDs, etc. to match who you will be </li></ul><ul><li>i.e. </li></ul><ul><li>facebook.com/foodbizconsultant </li></ul>
    7. 7. Online Persona for “You” you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you m e t r i c s & m o n i t o r I n g SEO SEO
    8. 8. Avoid Fragmented Persona you.com @someone (Twitter) theirnews Delicious.com/me myblog LinkedIn.com/her
    9. 9. Website SEO Basics <ul><li>Optimize each page for 3-5 keywords/ phrases </li></ul><ul><li>Don’t use same meta title and description for every page  </li></ul><title>J. Damico Marketing Communications - B2B copywriting and integrated marcom</title> <meta name=&quot;description&quot; content=&quot;I used to be a B2B marcom manager. It wasn't easy to find a good B2B copywriter who could translate technology into businesss benefits and integrate the most effective marketing communication tools to generate more leads a boost sales. That&rsquo;s where my B2B marcom business can help.&quot; />
    10. 10. Wesite SEO Basics (cont.) <ul><li>Title tag formula (approx. 65 characters) </li></ul><ul><li>Persona + keywords relevant to page content </li></ul><ul><ul><li>i.e., “You Consulting” – How to succeed in the natural foods business </li></ul></ul><ul><li>Description formula (approx. 185 characters) </li></ul><ul><ul><li>i.e., Learn how “You Consulting” can help you succeed in the natural foods business by increasing store traffic, boosting sales and improving your bottom line… </li></ul></ul>
    11. 11. Blog Basics <ul><li>Titles + content should include keywords </li></ul><ul><li>Include “share” social bookmark links </li></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Technorati (blog specific) </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Establish editorial calendar </li></ul><ul><ul><li>Publish regularly </li></ul></ul><ul><ul><ul><li>Original content </li></ul></ul></ul><ul><ul><ul><li>Borrow content </li></ul></ul></ul><ul><ul><ul><li>Invite a guest blogger </li></ul></ul></ul>
    12. 12. Social Media Basics <ul><li>Pick one or two and PARTICIPATE! </li></ul><ul><ul><li>Update your LinkedIn/Facebook status </li></ul></ul><ul><ul><ul><li>Relevant to who you are </li></ul></ul></ul><ul><ul><ul><li>Add value </li></ul></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Post questions </li></ul></ul><ul><ul><li>Give B4 U receive </li></ul></ul><ul><ul><li>Have clear, concise profile …for goodness sake! </li></ul></ul>
    13. 13. Basic Online Marketing Starter Package <ul><li>Website </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blog </li></ul><ul><li>Newsletter </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter </li></ul>m e t r i c s & m o n i t o r I n g you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you SEO SEO
    14. 14. How It Works – * Alliance Meeting m e t r i c s & m o n i t o r I n g you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you SEO SEO * Event/ Content <ul><li>Website – full details </li></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>Add event </li></ul></ul><ul><ul><li>Indicate that you’re attending event </li></ul></ul><ul><li>Blog – related content </li></ul><ul><ul><li>Before & after event </li></ul></ul><ul><li>Newsletter </li></ul><ul><ul><li>Related content </li></ul></ul><ul><ul><li>Announcement </li></ul></ul><ul><ul><li>Special offer </li></ul></ul><ul><li>Bookmark event </li></ul><ul><ul><li>Share bookmark </li></ul></ul><ul><ul><li>Bookmark related content </li></ul></ul><ul><li>Tweet before, during, after </li></ul><ul><ul><li>Hold “tweetup” at event </li></ul></ul><ul><li>Tweet links to related content </li></ul><ul><ul><li>Hash tag #wedc915 </li></ul></ul><ul><li>Repeat as applicable after event </li></ul><ul><ul><li>Solicit feedback </li></ul></ul>
    15. 15. Resources <ul><li>Books </li></ul><ul><ul><li>Social Media Marketing an Hour a Day --Dave Evans </li></ul></ul><ul><ul><li>Facebook Marketing for Dummies –Paul Dunay </li></ul></ul><ul><ul><li>Trust Agents –Chris Brogan/Julien Smith </li></ul></ul><ul><ul><li>Groundswell –Josh Bernoff, Charlene Li </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>www.onlinemarketingsummit.com </li></ul></ul><ul><ul><ul><li>OMS </li></ul></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>www.google.com </li></ul></ul><ul><ul><ul><li>Profile </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Newsreader </li></ul></ul></ul><ul><ul><ul><li>Google alerts </li></ul></ul></ul>
    16. 16. People to Follow… <ul><li>Chris Brogan @ChrisBrogan ( SM ) </li></ul><ul><li>Paul Dunay @PaulDunay ( SM, Facebook ) </li></ul><ul><li>Charlene Li @CharleneLi ( SM ) </li></ul><ul><li>Lee Odden @LeeOdden ( online PR, SM ) </li></ul><ul><li>Joe Polizzi @JuntaJoe ( content mktg. ) </li></ul><ul><li>David Szetela @Szetela ( online ad/ PR ) </li></ul><ul><li>Jill Whalen @JillWhalen ( SEO ) </li></ul>
    17. 17. Productivity Tools for Small Business Online Marketers <ul><li>www.socialoomph.com ( fmrly. TweetLater ) </li></ul><ul><ul><li>Schedule tweets </li></ul></ul><ul><li>* www.sharethis.com </li></ul><ul><ul><li>One link for every possible social bookmark and site </li></ul></ul><ul><li>* www.google.com </li></ul><ul><ul><li>Monitor your online persona and that of your clients’ </li></ul></ul><ul><li>Twitter hash tag (#) (i.e., #WEDC) </li></ul><ul><ul><li>Like a file folder for auto-organizing the world’s tweets </li></ul></ul><ul><li>Constant Contact & MyEmma </li></ul><ul><ul><li>Email marketing providers </li></ul></ul><ul><li>FriendFeed.com </li></ul><ul><ul><li>One place to follow your own and your connections’ social media activity (Facebook, Digg, Twitter, MySpace, etc.) </li></ul></ul><ul><li>*Tinyurl.com </li></ul><ul><ul><li>URL truncating service ( must-have for Twitter ) </li></ul></ul><ul><li>*Must-have </li></ul>
    18. 18. Thank you! <ul><li>Please add your feedback (public or private)… </li></ul><ul><ul><li>www.jdamico.net </li></ul></ul><ul><ul><li>www.facebook.com/joan.damico </li></ul></ul><ul><ul><li>http://tinyurl.com/WEDC915 (Alliance blog post) </li></ul></ul><ul><ul><li>http://integratedmarcom.blogspot.com/ </li></ul></ul><ul><ul><li>http:// friendfeed.com/joandamico </li></ul></ul><ul><ul><li>www.linkedin.com/in/goodcopywriter4u </li></ul></ul><ul><ul><li>www.twitter.com/copywriter4u </li></ul></ul>