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Virginia Manufacturer's Association Webinar. Taming the Chaos in Digital Marketing


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This webinar/slideshow was presented to VMA members to introduce and offer an overview of digital marketing in the manufacturing sector. This B2B is more behind than most industries in adopting best digital marketing practices. Those adopting them now will get a foothold and have a distinct advantage over competitors.

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Virginia Manufacturer's Association Webinar. Taming the Chaos in Digital Marketing

  1. 1. Taming The Chaos Howard Deskin & Anne Moss Rogers February 6, 2014
  2. 2. Who Are We? Howard Deskin CEO & Internet Marketing Manager Anne Moss Rogers Marketing & Creative Director We Take a Disciplined Approach to Creativity
  3. 3. Why Digital Marketing? “ B2B buyers are online, in social channels, on YouTube, going to events, and evaluating options on mobile devices. Understanding the customer journey across these touchpoints is essential to the success of any marketing program. ” - Forrester Research
  4. 4. Online & Offline Work Together Outbound Marketing Inbound Marketing (Interruption Based) (Permission Based) • • • • • • • • • • • • • • • Telemarketing Trade Shows Direct Mail Email Blasts (SPAM) • Print Ads • TV/Radio Spots • Cold Calling Website Content Marketing Newsletters Blogs Social Media Online Video SEO PPC Word of Mouth Networking Public Relations
  5. 5. The Best of Old & New Approaches Old strategies New strategies • • • • • • • • • Cold Calling Trade Shows Print Ads Billboards + Website Mobile Digital Advertising Content Marketing Social media = MORE LEADS
  6. 6. Manufacturing & Marketing 113 NJ Manufacturers Top 25 NJ Manufacturers In a recent study conducted on 113 Manufacturers in NJ The Top 25 Manufacturers in the state were better engaged in the use of social media as a part of an integrated/inbound marketing plan. Source: Grass Roots Marketing
  7. 7. B2B Marketing Survey
  8. 8. Content Marketing North American B2B Manufacturing Content Marketing Usage by Tactic
  9. 9. Content Marketing B2B Manufacturers: • Video is the top Content Marketing tactic. • 54% Incorporate Blogs • 80% Use E-Newsletters • 60% Use Print Advertising • 75% Use Social Media • 31% Provide Mobile Content - Content Marketing Institute Study
  10. 10. B2B Buyers Know All About You! The internet makes it simpler for customers to direct their own buying cycle. No waiting for the next trade show, ad, or calls from sales reps. Instead they’re able to get exactly the information they want exactly when they want it.
  11. 11. Content Marketing is the New SEO Definition: Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Information can be presented in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information. - Content Marketing Institute Study
  12. 12. Does B2B use Mobile? Absolutely!
  13. 13. Mobile is the New Desktop In 2014, Mobile is Predicted to Overtake Desktop Internet Usage
  14. 14. Why Mobile Responsive? • 10-25% of your website visitation probably comes from a smartphone and it will keep increasing. • Visitors will leave your site and go to your competitors. • Google has indicated search results will be penalized if you don’t have a mobile friendly site • At least have a scaled-down version of your desktop website • Utilize “browser-detection” and “responsive design” to ensure the mobile site displays appropriately
  15. 15. Big Data – Do I Need It? At a minimum you should be reviewing your website analytics
  16. 16. Digital Marketing Methods
  17. 17. Define Your Target Market • • • Who are they? Where are they? What do they care about?
  18. 18. Digital Strategy Where to Begin? Your Website is the Core.
  19. 19. Sample Digital Marketing Game Plan A Mobile Responsive Website A Content Marketing Plan Social Media Integration Email Marketing Data & Analytics
  20. 20. Website Basics • Prominently Display the Phone Number • Address • Call To Action • Newsletter Sign Up • Contact Form • Blog • Google Analytics • Social Media Icons • Featured Services or Product
  21. 21. Why Email Marketing? • Has a wide & quick reach • Excels in Return-on-Investment • Improves brand awareness and customer relations • Is measurable and easily modified • Is customizable by type of customer 80% of B2B Manufacturers send E-Newsletters
  22. 22. Email Marketing – How To? • Keep it short & relevant • Good mix of text, images, videos • Use an attention-grabbing subject line • Tie in blogs & social media • Clearly state benefits • Send often, at 1x a month • Segment your address list • Use a good system! – Constant Contact, Mail Chimp
  23. 23. Social Media is Here To Stay 75% of B2B Manufacturers use Social Media
  24. 24. Social Media • • Create videos to promote products & post testimonials • Share news & updates on industry events • Learn from online communities and tailor content to target them • Promote your website content • Use targeted social buttons on your website to encourage visitors to share your content • “Manufacturers will capitalize on their social media investments by using it as a collaborative tool. They'll make sure the right experts solve the appropriate problems, they'll gather more business intelligence, and they'll connect their enterprise to end-users for a whole new set of ideas.” Increase brand visibility Engage with customers & potential leads - Top Trends in Manufacturing, 2013 Infosys
  25. 25. Get Higher Rankings on Google • New algorithms focus on speed and precision • Conversational Search • People ask questions Google updated algorithms in 2013, making content king & social sharing queen. • Your website needs high quality content to rank with frequent changes • Fake spammy links to your site may be hurting your SEO
  26. 26. Google Ads Generate Leads Google Pay Per Click Ads Rank #2 For Lead Generation Among B2B and B2C
  27. 27. Measuring Traffic & Results Google Analytics Key Elements to Track: Allows you to measure the success & reach of your marketing efforts • Unique visitor traffic • Bounce rates on pages • Keyword searches • Mobile phone traffic • Conversions • Site Speed • Time on site & pages • Paid search • Referrals • Email & Social
  28. 28. Stalk us online at ImpressionMarketing @impressionM
  29. 29. Special Offer for Webinar Attendees! Complementary Digital Marketing Consult & Website Analysis Free “website match” eNewsletter template when you open a new Constant Contact Account