B2B Online Marketing

B2B Online Marketing?
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CONFIDENTIAL
WebsiteBiz
OR

Top 5 Questions from B2B Marketers
What are the best tactics for lead generation
How to do I measure results
Where do I start?
How to budget $
DIY vs. Outsourcing
CONFIDENTIAL
WebsiteBiz
?

Start with the Basics
Why is online marketing important to your business?

Marketers Doing Marketing

People Blocking Marketing
Pop-Ups
Can-Spam Act = Law

Rethinking Marketing
Outbound
Telemarketing
Trade shows
Direct mail
Email blasts
Print/TV/radio ads
Interruption

Inbound
SEO / SEM
Blogging
Social Media
Free tools/trials
Viral videos
Permission

B2B Buyers Start in Search
Q:
Where did they look
first when making
buying decisions?
98% Search on Google

Anatomy of a Google Search Results Page
CONFIDENTIAL
WebsiteBiz
Paid Listings (PPC)
Organic Listings
(SEO)

SEO – What and Why
SEO refers to techniques that help your
website rank higher in the organic/natural
search results
Algorithms determine ranking
SEO helps more people who are looking for your product or service find you.

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WebsiteBiz
SEO Foundation = Scalable
SEO

What is Good SEO Content?
Good Content speaks to your audience…
Solves problems
Answers questions
Provides Information
While keeping search engines “in mind”

Types of Good B2B Content
B2B customers go online to seek knowledge and thought leadership
Focus and make your content visible
Blog Posts
White Papers
Articles
Press Releases

Choosing Keywords for SEO
Start with Research
Brainstorming
Use Online Tools – www.Google.com/Adwords
Get in the mind of your customer
It’s not about you!
Organize Your Keyword Research
Search Volume and Popularity (goal = high)
Relevance (goal = high)
Competition or Difficulty Ranking ( goal = low)

Google - Keyword Research Tool

Where to Use Keywords in Your Content
Site-wide
Title tags
Meta Descriptions
URL Structure
Product Image Tags
Headlines
Anchor Text Links
Body Text Copy

Home Page & Product Page Content
Must have quality, accessible content
Describe your company/website
Most competitive phrases (Pos Products)
Write naturally –not list of keywords
Be Descriptive
Not “our solution” or “our product”
Edit Your Current Text
Find generic words
Replace them with keywords from your research
(where appropriate!)

Linking - Defined
Inbound Links
Web pages that link to you
Quality & Industry
Internal Links
Linked pages within your site
Link Anchor Text - text that is in the link
“Flash” content is not linkable

Link Building Tips
Vertical Directories (Business.com)
Partners
Content is king
Start a blog
Create a tool (Energy savings calculator)
Other: viral videos, photos
Press Releases
Social Media

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WebsiteBiz
SEO

Types of Social Media
CONFIDENTIAL
Social Media
Social News
UGC Sites
Social Networking

Show of Hands

Create a “Customer-Centric” Blog
Blogs = the “Swiss Army Knife” of Social Media Strategy
Wordpress.com - #1 Blog Platform for SEO
Demonstrate thought leadership & offer relevant content
No white papers, press releases or sales pitch
Provide easy access to contact information
People subscribe via RSS

Create a Company Profile

Post events, white papers, news
Maintain and update

Create and Use Groups

Industry topics
Associations
Trends
Product

Seed the groups with members

Encourage employees, alumni, partners, customers to join
Provide time for employee to spend on the tool
Coach your employees to answer questions and offer input

Using LinkedIn for Business

Make Your Profile Client-Focused
Choose Connections Wisely
Get Connecting
Use “Search” to find potential customers
Give Testimonials to get them
LinkedIn for Executives

You write and read messages of up to 140 characters
The messages (aka tweets) are public,and you decide which accounts you want to receive messages from
Twitter works equally well from your desktop or mobile phone

How Does it Work?

Build relationships on Twitter
Follow industry leaders (@Dell, @Starbucks)
Listen for comments about you
Respond to comments and queries
Ask questions
Post links to things people would find interesting
“Retweet” messages you would like to share
Use a friendly, casual tone
Don’t spam people

Using Twitter for Business

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CONFIDENTIAL
WebsiteBiz
SEO

Measuring Results = ROI
What should you track?
How People arrive at your website
How they navigate your website
How they find information on your website
How they value your website content
How they respond to calls-to-action
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WebsiteBiz

Don’t be an information charity

Important B2B Calls to Action
Things like…
Download White Papers
View a Video
Read a Case Study
View a Demo
Register for a Webinar
Subscribe to an email newsletter
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WebsiteBiz

Providing Answers to Difficult Questions
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WebsiteBiz

Google Analytics
It works
Intuitive
It’s Integrated
It’s Free

Key Takeaways
Content is King

Top 5 Questions from B2B Marketers
What are the best tactics for lead generation
How to do I measure results
Where do I start?
How to budget $
DIY vs. Outsourcing
CONFIDENTIAL
WebsiteBiz
?

About Us
WebsiteBiz is a Results-Driven Interactive Marketing Agency
Founded in 1997
Headquartered in Charlotte, NC
Partial Client List:
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CONFIDENTIAL
WebsiteBiz
Overview

What We Do
Strategy and Research
Online Market Research
Competitive Analysis
Benchmarking and ROI analysis
Online Marketing
Search Engine Optimization
Paid Search Marketing
Social Media
Display Media Buying
Email Marketing
Web Design and Usability
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CONFIDENTIAL
WebsiteBiz
Overview

Questions
Thank You!
Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.com
www.Marketerinsight.com
Twitter: @kbsales