Social Media for B2B Companies…                        Good Idea or Waste Of TimeBrian BluffPresident & Co-FounderSite-See...
About Today…•  Download this presentation on SlideShare•  Here to help…    –  After the session    –  Free Internet Market...
What We Will Cover•  Social Media and the C-Level•  How Googles amplified focus on quality original content   and social m...
Social Media Objections
Social Media Objections•  Social Media is a security risk    –  Somewhat agree    –  Loss of information    –  Loss of con...
Social Media Objections•  Social Media is time consuming    –  Agree    –  Need a strategy    –  Repurpose content
Social Media Objections•  Social Media is frivolous.     –  Disagree    –  But a lot of the content       is junk
Social Media Objections•  My Customers don’t use social media    –  Strongly disagree    –  Twitter: 500M active users    ...
Word Of Mouth MarketingWord-of-mouth is one of the most credible forms of advertisingbecause people who dont stand to gain...
Maximize Value                  Site-Seeker, Inc. © 2011
Internet Marketing Is A System                             Vertical                             Websites   Social         ...
Search Traffic Is Steady
Social Traffic Is Event DrivenTwitter Traffic - Influenced by:   •  Quality of content   •  Number of followers   •  Tweet ...
Go Where The People Are
Go Where The People Are
Go Where The People Are
Go Where The People Are
What’s In It For My Company?  • Relationship Development  • Expand Network  • Communication  • Branding  • SEO  • Lead Gen...
Repurpose Content: Think Once,Distribute Multiple Times
Know What Visitors Want•  When visitors stick   o  Spend 3 to 5      minutes on your      site   o  View 4 to 5 pages•  Da...
Conversion and Last Click Attribution                                    Multi-Channel Funnels                            ...
Our experience….                       Joe Engineer                       •  Technical POCalign content with     •  Techni...
Fish Up Stream
Social & Search Marketing Fills The GapsBuying           Selling               Supporting InternetProcess          Process...
Questions"                             "                             Free Internet                             Marketing P...
Conversion Rates Should Be Understood                         How many contact us page visitors                         ad...
Conclusion: Ideal Internet Marketing ProgramCreate                                       Engage                     ShareG...
Social & Search Marketing Fills The GapsBuying            Selling                 Supporting InternetProcess           Pro...
Plan For Success•  Vision:	  What	  does	  it	  look	  like	     when	  we	  are	  successful?	  •  Key	  Metrics:	  What	...
Building Your TeamThis is yourmarketing staff            ""…but today needsthese skills… """    Hire          not         ...
Conclusion          Social + Search = Growth
Listen, Share and Provide Value             10% Push               90% Pull
B2B Mobile Visits on the Increase                                     •  19 B2B Website                                   ...
CIPH - Social Media For B2B Companies - Good Idea Or Waster Of Time
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CIPH - Social Media For B2B Companies - Good Idea Or Waster Of Time

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B2B Companies deal with long sales cycles and multiple people throughout the sales process. This presentation provides a system to effectively market B2B Products and Services online. Email BrianBluff@site-seeker.com or visit our website www.site-seeker.com for a free consultation - (315)732-9281.

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CIPH - Social Media For B2B Companies - Good Idea Or Waster Of Time

  1. 1. Social Media for B2B Companies… Good Idea or Waste Of TimeBrian BluffPresident & Co-FounderSite-Seeker, Inc.brianbluff@site-seeker.com@BrianBluffw: 315.732.9281 x 11m: 315.525.5416
  2. 2. About Today…•  Download this presentation on SlideShare•  Here to help… –  After the session –  Free Internet Marketing Program Audit –  Consultations at your convenience
  3. 3. What We Will Cover•  Social Media and the C-Level•  How Googles amplified focus on quality original content and social media work together to create an incredible opportunity•  How B2B companies can use social media to deliver powerful cost effective results•  Getting started - planning an integrated Internet marketing program
  4. 4. Social Media Objections
  5. 5. Social Media Objections•  Social Media is a security risk –  Somewhat agree –  Loss of information –  Loss of control –  Rogue employees
  6. 6. Social Media Objections•  Social Media is time consuming –  Agree –  Need a strategy –  Repurpose content
  7. 7. Social Media Objections•  Social Media is frivolous. –  Disagree –  But a lot of the content is junk
  8. 8. Social Media Objections•  My Customers don’t use social media –  Strongly disagree –  Twitter: 500M active users –  Facebook: 955M active users –  LinkedIn: 175M registered users –  Google+: 400M registered users, 100M active
  9. 9. Word Of Mouth MarketingWord-of-mouth is one of the most credible forms of advertisingbecause people who dont stand to gain personally by promotingsomething put their reputations on the line every time they make arecommendation…
  10. 10. Maximize Value Site-Seeker, Inc. © 2011
  11. 11. Internet Marketing Is A System Vertical Websites Social Media Your Website
  12. 12. Search Traffic Is Steady
  13. 13. Social Traffic Is Event DrivenTwitter Traffic - Influenced by: •  Quality of content •  Number of followers •  Tweet volume LinkedIn Traffic - Influenced by: •  Number of connections •  Profile updates •  Discussions created •  Popularity of discussions (comments)
  14. 14. Go Where The People Are
  15. 15. Go Where The People Are
  16. 16. Go Where The People Are
  17. 17. Go Where The People Are
  18. 18. What’s In It For My Company? • Relationship Development • Expand Network • Communication • Branding • SEO • Lead Generation
  19. 19. Repurpose Content: Think Once,Distribute Multiple Times
  20. 20. Know What Visitors Want•  When visitors stick o  Spend 3 to 5 minutes on your site o  View 4 to 5 pages•  Data from 22 B2B companies and 50,000 visits
  21. 21. Conversion and Last Click Attribution Multi-Channel Funnels Old rule of thumb: It takes seven touches to close a deal Interpretation: People don’t buy/contact of the first visit Latent conversion causes bad decisions
  22. 22. Our experience…. Joe Engineer •  Technical POCalign content with •  Technical Librarythe needs of your •  Test resultsaudience Jackie Buyer •  Pricing •  Warranty •  Sales POC
  23. 23. Fish Up Stream
  24. 24. Social & Search Marketing Fills The GapsBuying Selling Supporting InternetProcess Process Marketing Strategy •  Educate prospects ID Need •  Repurpose & distribute content •  Position content search engines Search and social media Generate Lead •  Strengthen brand awareness - create buzz Engage •  Engage prospects through social Evaluate media and website Propose •  Eliminate risk, demonstrate value, Negotiate simplify the buying decision Purchase Win •  Customers promote your brandPost Buy Eval Upsell/Resell •  Generate referrals
  25. 25. Questions" " Free Internet Marketing Program Audit For Interested AttendeesBrian BluffPresident & Co-FounderSite-Seeker, Inc.brianbluff@site-seeker.com@BrianBluffw: 315.732.9281 x 11m: 315.525.5416
  26. 26. Conversion Rates Should Be Understood How many contact us page visitors advanced in the sales process? •  Click to get (29%) o  73 phone number o  51 address •  40 Sent an email (9.25%) o  Is this good? o  What is your conversion rate? Two questions •  When bidding what are your chances of closing the deal? •  What are the chances a visitors they will become a lead?
  27. 27. Conclusion: Ideal Internet Marketing ProgramCreate Engage ShareGOL: Keep visitors on your site, reading content and viewingpages Get Found Measure Test Adjust
  28. 28. Social & Search Marketing Fills The GapsBuying Selling Supporting InternetProcess Process Marketing Strategy •  Educate prospects, repurpose content, distribute ID Need content through social media •  Position content in the path of prospects via search Search engines and social media Generate Lead •  Strengthen brand awareness - create buzz Engage •  Engage prospects through social Evaluate media and website Propose •  Eliminate risk, demonstrate value, Negotiate simplify the buying decision Purchase Win •  Customers promote your brandPost Buy Eval Upsell/Resell •  Generate referrals
  29. 29. Plan For Success•  Vision:  What  does  it  look  like   when  we  are  successful?  •  Key  Metrics:  What  can  we   measure  to  tell  us  we  are   successful?  •  Strategies:  How  will  we  achieve   these  metrics?  •  Ac?ons:  Who  will  do  what   when?  
  30. 30. Building Your TeamThis is yourmarketing staff ""…but today needsthese skills… """ Hire not "
  31. 31. Conclusion Social + Search = Growth
  32. 32. Listen, Share and Provide Value 10% Push 90% Pull
  33. 33. B2B Mobile Visits on the Increase •  19 B2B Website •  Mostly manufacturers and distributors •  Date: •  1/20/12 – 2/19/12 •  1/20/11 – 2/19/11 •  Visits o  2012: 42,594 o  2011: 42,913 138% increase in mobile traffic from 2011 to 2012 across all sites •  8% higher bounce •  0.85 less pages •  29 second less time
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