Digital Marketing A B2 B Primer


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Effective digital marketing for b2b; Learn to manage the entire leads-to-sales process the right way. Covers lead generation, conversion optimization, and marketing automation with content strategy.

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Digital Marketing A B2 B Primer

  1. 1. Digital Marketing: The Right Way An introductory primer for B2B Paul Mosenson, President
  2. 2. Can you answer these questions? <ul><li>A recap of your brand and mission.  What image do you wish to project? </li></ul><ul><li>What separates you from the competition? What differentiates you? </li></ul><ul><li>Your target audience. Who are the prospects most likely to buy from you? </li></ul><ul><li>What are you clients/prospects’ needs/problems/challenges? </li></ul><ul><li>What benefits do you offer your customers? </li></ul><ul><li>What areas are performing beyond expectations and which areas are ripe for improvement? </li></ul><ul><li>This is the first step that we need answers for to commence an assessment of your e-marketing strategy. We have branding and market research professionals on staff if need be. </li></ul>
  3. 3. More questions <ul><li>Why have a website if I can’t find your products/services on Google’s first page? </li></ul><ul><li>Am I able to measure my website activity and revise my marketing tactics based on analysis of results? </li></ul><ul><li>How do I get more website visitors to engage and connect with me? </li></ul><ul><li>Do I have a plan to optimize and track my e-marketing efforts? </li></ul>
  4. 4. Answer Okay, enough of the sell, let’s move on….
  5. 5. How Do Your Customers Buy Today? <ul><li>Informal information gathering through internet research </li></ul><ul><li>Engage with peers who have similar challenges </li></ul><ul><li>Follow industry conversations and discussions </li></ul><ul><li>Research solutions with case studies, white papers, webinars, demos, etc </li></ul><ul><li>Make note of the best solutions; engage with a salesperson; read blogs </li></ul><ul><li>Purchase from a vendor who provided ample, ongoing, quality content that best solved my specific problem and offered ease of purchase and top quality service </li></ul>
  6. 6. Bad Website! <ul><li>I can’t figure out what you do; too much technical jargon! </li></ul><ul><li>What’s all this “we have” “we do” “we we we”, where are my benefits? </li></ul><ul><li>I only have 8 seconds to scan your site and make a decision- sorry, time’s up- you don’t engage my attention! </li></ul><ul><li>I searched for your product, found you in Google, clicked, and now I’m confused- where’s my solution? </li></ul><ul><li>OK, maybe I’m interested. Where’s that interesting, educational content that can help solve my problem? </li></ul><ul><li>How do I contact you? Fonts too small! Long web form! You lost me! </li></ul>
  7. 7. Alright What Do I Do? <ul><li>Sorry, we’re going to have to redo it, or at least tweak it, because many website designers don’t understand marketing. Sure they are artists, but your site doesn’t exist to be pretty or a copy of your brochure, it’s designed to be an extension of your sales staff; a lead generator. Make sense? </li></ul><ul><li>We may need to tweak the copy; write for your buyers. What are they looking for, and why should they buy from you? </li></ul><ul><li>Need to add some engaging content so that visitors feel comfortable with your solution, and then have them easily contact you so do not lose that potential lead to a competitor. </li></ul>
  8. 8. Where Am I? Bad Search Marketing! <ul><li>Why are my competitors there and I’m not? </li></ul><ul><li>Oh there I am- but the description of my product doesn’t make sense! </li></ul><ul><li>There’s too much competition and clutter; I’ll never get to appear with the big boys! </li></ul><ul><li>I sell round widgets for the electronics industry. Why the heck is my ad appearing for a term targeting an audience I don’t appeal to? </li></ul><ul><li>I’m getting too many poor quality clicks; I don’t believe pay-per-click works! </li></ul>
  9. 9. Let’s Fix SEO <ul><li>Do a keyword analysis of your site and industry, and determine what terms you can raise to the top on </li></ul><ul><li>Then re-do your landing page copy and page descriptions based on those keywords (yes, more website changes) </li></ul><ul><li>Let’s get those keywords integrated into your site back-end code and page titles. Remember, Google needs to think your site answers the user’s search query! </li></ul><ul><li>OK, time for a blog, or at least a “news” section. Google likes it when sites update content </li></ul><ul><li>And also, research good quality websites that have blogs or directories that can link back to you- Google likes it when you’re listed in other quality places. </li></ul>
  10. 10. Let’s Fix Pay-Per-Click <ul><li>Install Google Analytics and let’s see which keywords don’t perform </li></ul><ul><li>Let’s update keyword tactics- look at matching options, negative words, long-tail keywords that are more focused and could bring quality traffic </li></ul><ul><li>Google Quality Score- a complicated algorithm that determines ad positioning and cost-per-click, based on matching relevant keywords with relevant ads, and relevant landing pages. Let’s re-work ad groups, and make them specific to a shorter list of relevant keywords </li></ul><ul><li>Your ads need to sell- let’s review offers, call-to-action statements, and unique benefits </li></ul>
  11. 11. What About Landing Pages Again? <ul><li>Clearly promotes benefits in bullet-point form </li></ul><ul><li>Very relevant to the pay-per-click ad or banner </li></ul><ul><li>Striking image; bold headline </li></ul><ul><li>Trust copy; testimonials, case studies, alliances </li></ul><ul><li>Strong call-to-action with easily found form or phone number </li></ul>
  12. 12. OK, Time for Social Media (That again) Am I wasting my time? <ul><li>Not wasting time if research proves your buyers embrace the channels </li></ul><ul><li>Not wasting time if your content engages target audiences </li></ul><ul><li>You are wasting time if you don’t have strategy, effort, content, tools, measurement </li></ul>
  13. 13. Let’s do it Right: Blogging <ul><li>Yes, do blogs, better SEO for your site (Google ranking) </li></ul><ul><li>Publish at least weekly </li></ul><ul><li>Useful and problem/solving </li></ul><ul><li>Utilize sharing plug-ins and RSS feed </li></ul><ul><li>Use SEO best practices- keywords, blog title, links </li></ul><ul><li>Find case studies, industry trends, simple solutions, repurpose other people’s blog posts with your take </li></ul>
  14. 14. Let’s do it Right <ul><li>Build relationships and potential customers </li></ul><ul><li>Tweet from company account: </li></ul><ul><ul><li>Promote recent blogs and news </li></ul></ul><ul><ul><li>Update audiences about products/services </li></ul></ul><ul><ul><li>Focus branding on company </li></ul></ul><ul><li>Tweet from personal account: </li></ul><ul><ul><li>Best for direct relationship building </li></ul></ul><ul><ul><li>Make individual connections </li></ul></ul><ul><ul><li>More personalized </li></ul></ul>
  15. 15. Let’s do it Right <ul><li>Personalize profile with focused bio and keywords and company website link </li></ul><ul><li>Use Twitter search tools to find people to follow </li></ul><ul><li>Review your followers’ followers for additional people to follow </li></ul><ul><li>Search for categories with hashtags (i.e. #marketing) to find those with similar interests </li></ul><ul><li>Make sure tweets are useful so others follow you </li></ul><ul><li>Engage with followers; interact, feedback, compliment </li></ul><ul><li>Save useful tweets with the “favorites” star </li></ul><ul><li>Promote your blogs, white papers, and unique content </li></ul>
  16. 16. Let’s do it Right <ul><li>Complete your profile- upload photo- include relevant information and keywords </li></ul><ul><li>Ask questions on LinkedIn Answers; interact with thought leaders; answer questions weekly </li></ul><ul><li>Link blog and Twitter to profile </li></ul><ul><li>Join groups in your industry and engage in discussions; post relevant content </li></ul><ul><li>Remind audiences of books you read, events you attend, and presentations you upload on </li></ul><ul><li>Utilize advanced search to seek out contacts and companies </li></ul>
  17. 17. Let’s do it Right: A Fan page on <ul><li>Include useful information as an added value for those users who wish to be aligned with your brand </li></ul><ul><li>Contests, Coupons,and Giveaways entice people to engage with your brand </li></ul><ul><li>Promote your page on other social media platforms, email signatures, and your website </li></ul><ul><li>Utilize the tabs; video, photos, and research appropriate applications (i.e. blog, Twitter integration) </li></ul><ul><li>Use Facebook ads to promote your page by targeting key demos and also interests (by keyword in user profiles) </li></ul>
  18. 18. How Do I Measure <ul><li>A Little Harder: For every piece of content you post, utilize a tracking URL (you’ve seen those “ ” links that shorten normal URLS and tracks each hyperlink individually. Example- you write a blog post and promote it; give each link to the post a unique URL for LinkedIn, Twitter, Facebook, and track readers per social media channel. </li></ul><ul><li>Harder Yet: Utilize Google Analytics to its fullest to measure how each media and social media source (plus email) embrace and engage within your blog or website (more on this next!) </li></ul><ul><li>Easy: Track the number of connections and followers </li></ul><ul><li>A Little Harder: Utilize free or paid “reputation” or “sentiment” tools to monitor your brand or product; find our what the bloggers and social media folk think about you. (Ask us about the 100s of tools out there!) </li></ul>
  19. 19. Get Set for Analytics Tracking <ul><li>Create Goals: </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>URL destination </li></ul></ul><ul><li>Use URL builder to track </li></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Medium </li></ul></ul><ul><ul><li>Content/message </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><li>Apply unique URL to PPC links, Email links, social media links, even traditional sources that show unique landing pages that are redirected to a regular page (I know this gets technical, but I can explain!) </li></ul>
  20. 20. Track e-commerce! Compare sources
  21. 21. Track Almost Anything <ul><li>By combining custom URL tags made with the Google URL builder, we can track specific content and campaigns- Twitter, Facebook, LinkedIn, blog posts, banner ads, etc. </li></ul><ul><li>Custom reports with a myriad of metrics and dimensions can be tracked and analyzed </li></ul>
  22. 22. And we’re doing all this so… <ul><li>I can make better decisions on what keywords from SEO and pay-per-click reach my assigned goals </li></ul><ul><li>I can see how social media users engage with my site and blog </li></ul><ul><li>I can see why people leave my site prematurely and identify website navigation issues </li></ul><ul><li>I can see which pages on my website are visited most; and which ones need optimization </li></ul><ul><li>I can see what sites overall bring me quality traffic, so I can reallocate funds and effort toward those sources that reach my goals more effectively and efficiently </li></ul>
  23. 23. Intermission <ul><li>OK, Take a Break </li></ul><ul><li>Content Strategy and Marketing Automation basics next! </li></ul>
  24. 24. Content Strategy Reminders! <ul><li>Quality content </li></ul><ul><ul><li>Creates relationships thru interactive dialogue </li></ul></ul><ul><ul><li>Establishes you as an expert </li></ul></ul><ul><ul><li>Builds credibility and trust </li></ul></ul><ul><ul><li>Increases confidence when buyers consider you </li></ul></ul><ul><li>Old-fashioned marketing doesn’t work anymore with the new breed of buyer </li></ul><ul><li>Savvy buyers are researching their solutions on their own utilizing search engines, social media, and vertical portals. They are reading blogs, white papers, articles, case studies, listening to podcasts and webinars. </li></ul><ul><li>Consistent and relevant content is a key influence when buyers make decisions on vendors </li></ul>
  25. 25. How do I get Customers with Content? <ul><li>Follow the B.E.S.T. principle as developed by Joe Pulizzi, Content Expert </li></ul><ul><ul><li>Behaviorial. All content has a purpose; what do you want your prospects to do? </li></ul></ul><ul><ul><li>Essential. Deliver information that your prospects need and find useful </li></ul></ul><ul><ul><li>Strategic . Your content efforts must be an integral part of your overall business strategy </li></ul></ul><ul><ul><li>Targeted . You must target your content so that it is relevant to your buyers </li></ul></ul>
  26. 26. Which Do I Do; How Often; Yikes
  27. 27. No worries… <ul><li>Let’s put together a content map </li></ul><ul><li>We’ll analyze your buyer personas- their roles, their buying stages, and match relevant content to their needs. Stay with me… </li></ul>
  28. 28. First, buyer personas – make a matrix! <ul><li>Buyer-Types </li></ul><ul><ul><li>Economic </li></ul></ul><ul><ul><li>Influencer </li></ul></ul><ul><ul><li>Technical </li></ul></ul><ul><ul><li>Executive </li></ul></ul><ul><li>Titles </li></ul><ul><ul><li>CEO </li></ul></ul><ul><ul><li>VP Sales </li></ul></ul><ul><ul><li>Product Manager </li></ul></ul><ul><li>Attributes </li></ul><ul><ul><li>Responsibilities </li></ul></ul><ul><ul><li>Role in buying process </li></ul></ul><ul><ul><li>Business needs </li></ul></ul><ul><ul><li>Drivers </li></ul></ul><ul><ul><li>Concerns </li></ul></ul><ul><ul><li>Risks </li></ul></ul><ul><ul><li>Priorities </li></ul></ul><ul><ul><li>Pain Points </li></ul></ul>
  29. 29. A Content Matrix Example <ul><li>Buyer Type-Message Focus </li></ul><ul><li>Economic-Outcomes </li></ul><ul><li>Technical-Detail </li></ul><ul><li>Executive- Thought Leadership </li></ul><ul><li>Influencer-Information </li></ul><ul><li>Delivery Tactic </li></ul><ul><li>Testimonials, Case studies, webinars </li></ul><ul><li>Webinars, white papers, product briefs </li></ul><ul><li>Case studies, articles </li></ul><ul><li>Newsletters, podcasts </li></ul>
  30. 30. Next- Match Content with the Funnel <ul><li>Early messages are made to attract attention and “gain permission” to communicate </li></ul><ul><li>Middle messages are designed to overcome potential objections or offer deeper engagement: educate and inform please! </li></ul><ul><li>Later messages offer reassurance by offering content that supports buyer decisions </li></ul>
  31. 31. Whew! <ul><li>Content is best distributed through social media channels, your website, and thru marketing automation (next!) </li></ul><ul><li>In the meantime, the good news is, your best content can be repurposed (article, newsletter, webinar, white paper, blog post). How’s that? </li></ul>
  32. 32. It’s time to plug that leaky funnel <ul><li>Leads are expensive- we don’t want to lose them- we need to engage them! </li></ul><ul><li>Our leads are in no-man’s land! Are they quality? Are we spending too much time with bad leads? </li></ul><ul><li>Our sales are just underachieving; what’s a company to do? </li></ul>
  33. 33. Marketing Automation to the Rescue <ul><li>“ It’s a technology platform (SaaS) that allows you to capture, score, qualify, and nurture prospects by automated processes and drive revenue using trigger-based, multi-touch communication.” </li></ul>
  34. 34. Integration, Folks <ul><li>Email Marketing/Lead Nurturing </li></ul><ul><li>Visitor Tracking </li></ul><ul><li>Web Analytics </li></ul><ul><li>Lead Management/CRM </li></ul><ul><li>Landing Pages/Web Forms </li></ul>
  35. 35. Capture Leads with a Web Form <ul><li>Best way to capture names and integrate into database </li></ul><ul><li>Be careful; not too many fields, but include a couple important questions that can help score the leads </li></ul><ul><li>Give away free content in exchange for at least an email address </li></ul><ul><li>Forms allow easy data segmentation for further lead nurturing efforts and relevant email drops </li></ul><ul><li>If your “contact us” mechanism is not a form, but a phone number or email, those leads will have to be manually entered into the database or MA system so that the automated lead nurturing can commence. </li></ul>
  36. 36. How MA compares to standard email programs (in case you wondered) <ul><li>Identifies, scores, and routes leads automatically to CRMs and email </li></ul><ul><li>Automatically notifies sales people when prospects visit your website </li></ul><ul><li>Shares data with to deliver highly qualified leads </li></ul><ul><li>Sends personalized email based on email opens AND website behavior history </li></ul><ul><li>Integrated lead nurturing and scoring </li></ul><ul><li>Tracks online advertising results </li></ul><ul><li>Can be used with traditional mail and marketing </li></ul><ul><li>Typical email programs only allow 1 follow-up response to leads. MA systems allow multiple and flexible responses based on specific audience segments we identify </li></ul>
  37. 37. Lead Scoring You Say? <ul><li>Lead Scoring is a method of assigning points to each prospect. Points are assigned based on specific criteria you set. Attributes rated are: </li></ul><ul><ul><li>Form submit info (title, purchase decision), </li></ul></ul><ul><ul><li>Website behavior (pages visited, content downloads), </li></ul></ul><ul><ul><li>Email behavior (click to website or additional content) </li></ul></ul><ul><ul><li>Events (tradeshow/webinar attendees) </li></ul></ul><ul><li>We’ll work together on this, because with lead scoring, your sales people will only get the higher quality leads- that means higher close rates, and more revenue per deal, really! </li></ul>
  38. 38. OK How Do We Prepare? <ul><li>Align sales and marketing- work together to generate and close profitable leads. </li></ul><ul><ul><li>Enables marketing to focus on lead management/analysis and generating sales-ready leads </li></ul></ul><ul><ul><li>Enables sales to be more efficient and effective through productive targeting of and selling to the leads that are in the best position to buy </li></ul></ul><ul><li>Build a Content Strategy </li></ul><ul><li>Optimize website/landing pages for conversion </li></ul><ul><li>Database cleansing </li></ul><ul><li>Sync marketing automation to CRM </li></ul><ul><li>HEY, We’ll be right there with you! No fears to the new (and better) way of generating and selling quality leads. We’ll even manage the entire process for you- assume we’ll be the conduit between sales and marketing. </li></ul>
  39. 39. A few, ahem, stats of interest… <ul><li>According to Forrester Research, companies that excel at lead nurturing with marketing automation are able to generate 50% more sales-ready leads at 33% lower cost per lead. </li></ul><ul><li>According to CSO Insights, companies that excel at lead nurturing with marketing automation have 9% more sales reps make quota , and enjoy a 10% shorter ramp up time for new reps. </li></ul><ul><li>According to DemandGen Report, nurtured leads produce, on average, a 20 percent increase in sales opportunities versus non-nurtured leads. </li></ul>
  40. 40. Lead Scoring Impact
  41. 41. Some of the major MA Players we like
  42. 42. Final Chapter This is our own ROI Calculator from our website. The bottom line with all marketing efforts is proving ROI. If we generate positive outcomes for you, then we have succeeded, and our relationship continues. Sweet!
  43. 43. NuSpark Marketing <ul><li>This is what we do : </li></ul><ul><ul><li>Audit each element of your marketing-to-sales process. Those elements include how you generate visits, how you convert them into prospects, and how you convert those prospects into sales. </li></ul></ul><ul><ul><li>Offer strategic recommendations that will make your current e-marketing strategy work better. Based on our analysis, we’ll provide you strategic direction and tactical execution. </li></ul></ul><ul><ul><li>Execute the tactics: research & planning, implementing, measuring.  All efforts will be optimized for success. </li></ul></ul>
  44. 44. For more information <ul><li>Contact Paul Mosenson </li></ul><ul><li>[email_address] </li></ul><ul><li>(866) 586-6090, ext 1 </li></ul><ul><li>Morton, PA </li></ul><ul><li> </li></ul><ul><li>One final picture- “me” </li></ul>