B2B Online Marketing


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B2B Online Marketing

  1. 1. B2B Online Marketing?<br />1<br />CONFIDENTIAL<br />WebsiteBiz<br />OR<br />
  2. 2. Top 5 Questions from B2B Marketers<br />What are the best tactics for lead generation<br />How to do I measure results<br />Where do I start?<br />How to budget $<br />DIY vs. Outsourcing<br />CONFIDENTIAL<br />WebsiteBiz<br />?<br />
  3. 3. Start with the Basics<br />Why is online marketing important to your business?<br />
  4. 4. Marketers Doing Marketing<br />
  5. 5. People Blocking Marketing<br />Pop-Ups<br />Can-Spam Act = Law<br />
  6. 6. Rethinking Marketing<br />Outbound<br />Telemarketing<br />Trade shows<br />Direct mail<br />Email blasts<br />Print/TV/radio ads<br />Interruption<br /><ul><li>Inbound
  7. 7. SEO / SEM
  8. 8. Blogging
  9. 9. Social Media
  10. 10. Free tools/trials
  11. 11. Viral videos
  12. 12. Permission</li></li></ul><li>B2B Buyers Start in Search<br />Q: <br />Where did they look<br />first when making <br />buying decisions?<br />98% Search on Google<br />
  13. 13. Anatomy of a Google Search Results Page<br />CONFIDENTIAL<br />WebsiteBiz<br />Paid Listings (PPC)<br />Organic Listings<br />(SEO)<br />
  14. 14. SEO – What and Why<br />SEO refers to techniques that help your<br /> website rank higher in the organic/natural<br />search results<br />Algorithms determine ranking<br />SEO helps more people who are looking for your product or service find you.<br />
  15. 15. 10<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
  16. 16. What is Good SEO Content?<br />Good Content speaks to your audience…<br />Solves problems<br />Answers questions<br />Provides Information<br />While keeping search engines “in mind”<br />
  17. 17. Types of Good B2B Content<br />B2B customers go online to seek knowledge and thought leadership<br />Focus and make your content visible<br />Blog Posts<br />White Papers<br />Articles<br />Press Releases<br />
  18. 18. Choosing Keywords for SEO<br />Start with Research<br />Brainstorming<br />Use Online Tools – www.Google.com/Adwords<br />Get in the mind of your customer<br />It’s not about you!<br />Organize Your Keyword Research<br />Search Volume and Popularity (goal = high)<br />Relevance (goal = high)<br />Competition or Difficulty Ranking ( goal = low)<br />
  19. 19. Google - Keyword Research Tool<br />
  20. 20. Where to Use Keywords in Your Content<br />Site-wide<br />Title tags<br />Meta Descriptions<br />URL Structure<br />Product Image Tags<br />Headlines<br />Anchor Text Links<br />Body Text Copy<br />
  21. 21. Home Page & Product Page Content<br />Must have quality, accessible content<br />Describe your company/website<br />Most competitive phrases (Pos Products)<br />Write naturally –not list of keywords<br />Be Descriptive<br />Not “our solution” or “our product” <br />Edit Your Current Text<br />Find generic words <br />Replace them with keywords from your research<br /> (where appropriate!) <br />
  22. 22. Linking - Defined<br />Inbound Links<br />Web pages that link to you<br />Quality & Industry <br />Internal Links<br />Linked pages within your site<br />Link Anchor Text - text that is in the link<br />“Flash” content is not linkable<br />
  23. 23. Link Building Tips<br />Vertical Directories (Business.com)<br />Partners<br />Content is king<br />Start a blog<br />Create a tool (Energy savings calculator)<br />Other: viral videos, photos<br />Press Releases<br />Social Media<br />
  24. 24. 19<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
  25. 25. Types of Social Media<br />CONFIDENTIAL<br />Social Media<br />Social News<br />UGC Sites<br />Social Networking<br />
  26. 26. Show of Hands<br />
  27. 27. Create a “Customer-Centric” Blog<br />Blogs = the “Swiss Army Knife” of Social Media Strategy<br />Wordpress.com - #1 Blog Platform for SEO<br />Demonstrate thought leadership & offer relevant content<br />No white papers, press releases or sales pitch<br />Provide easy access to contact information<br />People subscribe via RSS<br />
  28. 28. Create a Company Profile<br /><ul><li>Post events, white papers, news
  29. 29. Maintain and update</li></ul>Create and Use Groups<br /><ul><li>Industry topics
  30. 30. Associations
  31. 31. Trends
  32. 32. Product</li></ul>Seed the groups with members<br /><ul><li>Encourage employees, alumni, partners, customers to join
  33. 33. Provide time for employee to spend on the tool
  34. 34. Coach your employees to answer questions and offer input</li></ul>Using LinkedIn for Business<br />
  35. 35. Make Your Profile Client-Focused<br />Choose Connections Wisely<br />Get Connecting<br />Use “Search” to find potential customers<br />Give Testimonials to get them<br />LinkedIn for Executives<br />
  36. 36. <ul><li>You write and read messages of up to 140 characters
  37. 37. The messages (aka tweets) are public,and you decide which accounts you want to receive messages from
  38. 38. Twitter works equally well from your desktop or mobile phone</li></ul>How Does it Work?<br />
  39. 39. <ul><li>Build relationships on Twitter
  40. 40. Follow industry leaders (@Dell, @Starbucks)
  41. 41. Listen for comments about you
  42. 42. Respond to comments and queries
  43. 43. Ask questions
  44. 44. Post links to things people would find interesting
  45. 45. “Retweet” messages you would like to share
  46. 46. Use a friendly, casual tone
  47. 47. Don’t spam people</li></ul>Using Twitter for Business<br />
  48. 48. 27<br />CONFIDENTIAL<br />WebsiteBiz<br />SEO Foundation = Scalable <br />SEO<br />
  49. 49. Measuring Results = ROI<br />What should you track?<br />How People arrive at your website<br />How they navigate your website<br />How they find information on your website<br />How they value your website content<br />How they respond to calls-to-action<br />28<br />CONFIDENTIAL<br />WebsiteBiz<br />
  50. 50. Don’t be an information charity<br />
  51. 51. Important B2B Calls to Action<br />Things like…<br />Download White Papers<br />View a Video<br />Read a Case Study<br />View a Demo<br />Register for a Webinar<br />Subscribe to an email newsletter<br />30<br />CONFIDENTIAL<br />WebsiteBiz<br />
  52. 52. Providing Answers to Difficult Questions <br />31<br />CONFIDENTIAL<br />WebsiteBiz<br /><ul><li>Google Analytics
  53. 53. It works
  54. 54. Intuitive
  55. 55. It’s Integrated
  56. 56. It’s Free</li></li></ul><li>Key Takeaways<br />Content is King<br />
  57. 57. Top 5 Questions from B2B Marketers<br />What are the best tactics for lead generation<br />How to do I measure results<br />Where do I start?<br />How to budget $<br />DIY vs. Outsourcing<br />CONFIDENTIAL<br />WebsiteBiz<br />?<br />
  58. 58. About Us<br />WebsiteBiz is a Results-Driven Interactive Marketing Agency<br />Founded in 1997<br />Headquartered in Charlotte, NC<br />Partial Client List:<br />34<br />CONFIDENTIAL<br />WebsiteBiz<br />Overview<br />
  59. 59. What We Do<br />Strategy and Research<br />Online Market Research<br />Competitive Analysis<br />Benchmarking and ROI analysis<br />Online Marketing<br />Search Engine Optimization<br />Paid Search Marketing<br />Social Media<br />Display Media Buying <br />Email Marketing <br />Web Design and Usability<br />35<br />CONFIDENTIAL<br />WebsiteBiz<br />Overview<br />
  60. 60. Questions<br />Thank You!<br />Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.com<br />www.Marketerinsight.com<br />Twitter: @kbsales<br />