Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business
When it comes to eMarketing… <ul><li>You’re judged by the company you keep. </li></ul><ul><li>Your content lives forever. ...
Marcom Media Mix <ul><li>Pre-Internet </li></ul><ul><li>Direct Mail </li></ul><ul><li>Events </li></ul><ul><li>Print Ads <...
Where do I begin?!? <ul><li>Website/Blog </li></ul><ul><li>Email Newsletter </li></ul><ul><li>One or Two Social Media Site...
Who Are You? <ul><li>Keywords and phrases that describe your business </li></ul><ul><li>Keywords and phrases that resonate...
Online Persona Who are you?... Who are your clients? <ul><li>Relevant </li></ul><ul><li>Consistent </li></ul><ul><li>Avoid...
Online Persona for “You” you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you m e t r i c s  &  m o n...
Avoid Fragmented Persona you.com @someone (Twitter) theirnews Delicious.com/me myblog LinkedIn.com/her
Website SEO Basics <ul><li>Optimize each page for 3-5 keywords/ phrases </li></ul><ul><li>Don’t use same meta title and de...
Wesite SEO Basics (cont.) <ul><li>Title tag formula  (approx. 65 characters) </li></ul><ul><li>Persona + keywords relevant...
Blog Basics <ul><li>Titles + content should include keywords </li></ul><ul><li>Include “share” social bookmark links </li>...
Social Media Basics <ul><li>Pick one or two and PARTICIPATE! </li></ul><ul><ul><li>Update your LinkedIn/Facebook status </...
Basic Online Marketing  Starter Package <ul><li>Website </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blog </li></ul><ul><l...
How It Works –  * Alliance Meeting m e t r i c s  &  m o n i t o r I n g you.com @you (Twitter) younews Delicious.com/you ...
Resources <ul><li>Books </li></ul><ul><ul><li>Social Media Marketing an Hour a Day   --Dave Evans </li></ul></ul><ul><ul><...
People to Follow… <ul><li>Chris Brogan @ChrisBrogan ( SM ) </li></ul><ul><li>Paul Dunay @PaulDunay ( SM, Facebook ) </li><...
Productivity Tools for Small Business Online Marketers <ul><li>www.socialoomph.com  ( fmrly. TweetLater ) </li></ul><ul><u...
Thank you! <ul><li>Please add your feedback (public or private)… </li></ul><ul><ul><li>www.jdamico.net </li></ul></ul><ul>...
Upcoming SlideShare
Loading in …5
×

B2B eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business

2,472 views

Published on

Practical tips on successfully implementing an online marketing program for small and mid-size B2B companies. Integrated marketing communications include websites, SEO, social media, content marketing and more.

Published in: Business, Technology

B2B eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business

  1. 1. eMarketing Success: Practical Tips for Leveraging the Internet to Build Your Business
  2. 2. When it comes to eMarketing… <ul><li>You’re judged by the company you keep. </li></ul><ul><li>Your content lives forever. </li></ul><ul><li>Your communications should push and pull. </li></ul>
  3. 3. Marcom Media Mix <ul><li>Pre-Internet </li></ul><ul><li>Direct Mail </li></ul><ul><li>Events </li></ul><ul><li>Print Ads </li></ul><ul><li>PR </li></ul><ul><li>Telemarketing </li></ul><ul><li>Post-Internet </li></ul><ul><li>All “Pre-Internet” items PLUS: </li></ul><ul><li>Content Marketing </li></ul><ul><li>Email </li></ul><ul><li>Microsite </li></ul><ul><li>Social Media </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Website </li></ul>
  4. 4. Where do I begin?!? <ul><li>Website/Blog </li></ul><ul><li>Email Newsletter </li></ul><ul><li>One or Two Social Media Sites </li></ul><ul><li>One or Two Social Bookmarking Sites </li></ul><ul><li>Google Apps </li></ul><ul><ul><li>Reader </li></ul></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Alerts for you and your clients </li></ul></ul>
  5. 5. Who Are You? <ul><li>Keywords and phrases that describe your business </li></ul><ul><li>Keywords and phrases that resonate with your clients and prospects </li></ul><ul><li>i.e. Small business consultant specializing in retail success for natural food stores. </li></ul>
  6. 6. Online Persona Who are you?... Who are your clients? <ul><li>Relevant </li></ul><ul><li>Consistent </li></ul><ul><li>Avoid names like: </li></ul><ul><ul><li>Bettyboopfan </li></ul></ul><ul><ul><li>mktgchick </li></ul></ul><ul><ul><li>Crazy4mktg </li></ul></ul><ul><li>Decide who you will be </li></ul><ul><ul><li>Your name or business name </li></ul></ul><ul><ul><li>A keyword category </li></ul></ul><ul><li>Craft usernames/IDs, etc. to match who you will be </li></ul><ul><li>i.e. </li></ul><ul><li>facebook.com/foodbizconsultant </li></ul>
  7. 7. Online Persona for “You” you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you m e t r i c s & m o n i t o r I n g SEO SEO
  8. 8. Avoid Fragmented Persona you.com @someone (Twitter) theirnews Delicious.com/me myblog LinkedIn.com/her
  9. 9. Website SEO Basics <ul><li>Optimize each page for 3-5 keywords/ phrases </li></ul><ul><li>Don’t use same meta title and description for every page  </li></ul><title>J. Damico Marketing Communications - B2B copywriting and integrated marcom</title> <meta name=&quot;description&quot; content=&quot;I used to be a B2B marcom manager. It wasn't easy to find a good B2B copywriter who could translate technology into businesss benefits and integrate the most effective marketing communication tools to generate more leads a boost sales. That&rsquo;s where my B2B marcom business can help.&quot; />
  10. 10. Wesite SEO Basics (cont.) <ul><li>Title tag formula (approx. 65 characters) </li></ul><ul><li>Persona + keywords relevant to page content </li></ul><ul><ul><li>i.e., “You Consulting” – How to succeed in the natural foods business </li></ul></ul><ul><li>Description formula (approx. 185 characters) </li></ul><ul><ul><li>i.e., Learn how “You Consulting” can help you succeed in the natural foods business by increasing store traffic, boosting sales and improving your bottom line… </li></ul></ul>
  11. 11. Blog Basics <ul><li>Titles + content should include keywords </li></ul><ul><li>Include “share” social bookmark links </li></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Technorati (blog specific) </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Establish editorial calendar </li></ul><ul><ul><li>Publish regularly </li></ul></ul><ul><ul><ul><li>Original content </li></ul></ul></ul><ul><ul><ul><li>Borrow content </li></ul></ul></ul><ul><ul><ul><li>Invite a guest blogger </li></ul></ul></ul>
  12. 12. Social Media Basics <ul><li>Pick one or two and PARTICIPATE! </li></ul><ul><ul><li>Update your LinkedIn/Facebook status </li></ul></ul><ul><ul><ul><li>Relevant to who you are </li></ul></ul></ul><ul><ul><ul><li>Add value </li></ul></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Post questions </li></ul></ul><ul><ul><li>Give B4 U receive </li></ul></ul><ul><ul><li>Have clear, concise profile …for goodness sake! </li></ul></ul>
  13. 13. Basic Online Marketing Starter Package <ul><li>Website </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blog </li></ul><ul><li>Newsletter </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter </li></ul>m e t r i c s & m o n i t o r I n g you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you SEO SEO
  14. 14. How It Works – * Alliance Meeting m e t r i c s & m o n i t o r I n g you.com @you (Twitter) younews Delicious.com/you youblog LinkedIn.com/you SEO SEO * Event/ Content <ul><li>Website – full details </li></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>Add event </li></ul></ul><ul><ul><li>Indicate that you’re attending event </li></ul></ul><ul><li>Blog – related content </li></ul><ul><ul><li>Before & after event </li></ul></ul><ul><li>Newsletter </li></ul><ul><ul><li>Related content </li></ul></ul><ul><ul><li>Announcement </li></ul></ul><ul><ul><li>Special offer </li></ul></ul><ul><li>Bookmark event </li></ul><ul><ul><li>Share bookmark </li></ul></ul><ul><ul><li>Bookmark related content </li></ul></ul><ul><li>Tweet before, during, after </li></ul><ul><ul><li>Hold “tweetup” at event </li></ul></ul><ul><li>Tweet links to related content </li></ul><ul><ul><li>Hash tag #wedc915 </li></ul></ul><ul><li>Repeat as applicable after event </li></ul><ul><ul><li>Solicit feedback </li></ul></ul>
  15. 15. Resources <ul><li>Books </li></ul><ul><ul><li>Social Media Marketing an Hour a Day --Dave Evans </li></ul></ul><ul><ul><li>Facebook Marketing for Dummies –Paul Dunay </li></ul></ul><ul><ul><li>Trust Agents –Chris Brogan/Julien Smith </li></ul></ul><ul><ul><li>Groundswell –Josh Bernoff, Charlene Li </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>www.onlinemarketingsummit.com </li></ul></ul><ul><ul><ul><li>OMS </li></ul></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>www.google.com </li></ul></ul><ul><ul><ul><li>Profile </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Newsreader </li></ul></ul></ul><ul><ul><ul><li>Google alerts </li></ul></ul></ul>
  16. 16. People to Follow… <ul><li>Chris Brogan @ChrisBrogan ( SM ) </li></ul><ul><li>Paul Dunay @PaulDunay ( SM, Facebook ) </li></ul><ul><li>Charlene Li @CharleneLi ( SM ) </li></ul><ul><li>Lee Odden @LeeOdden ( online PR, SM ) </li></ul><ul><li>Joe Polizzi @JuntaJoe ( content mktg. ) </li></ul><ul><li>David Szetela @Szetela ( online ad/ PR ) </li></ul><ul><li>Jill Whalen @JillWhalen ( SEO ) </li></ul>
  17. 17. Productivity Tools for Small Business Online Marketers <ul><li>www.socialoomph.com ( fmrly. TweetLater ) </li></ul><ul><ul><li>Schedule tweets </li></ul></ul><ul><li>* www.sharethis.com </li></ul><ul><ul><li>One link for every possible social bookmark and site </li></ul></ul><ul><li>* www.google.com </li></ul><ul><ul><li>Monitor your online persona and that of your clients’ </li></ul></ul><ul><li>Twitter hash tag (#) (i.e., #WEDC) </li></ul><ul><ul><li>Like a file folder for auto-organizing the world’s tweets </li></ul></ul><ul><li>Constant Contact & MyEmma </li></ul><ul><ul><li>Email marketing providers </li></ul></ul><ul><li>FriendFeed.com </li></ul><ul><ul><li>One place to follow your own and your connections’ social media activity (Facebook, Digg, Twitter, MySpace, etc.) </li></ul></ul><ul><li>*Tinyurl.com </li></ul><ul><ul><li>URL truncating service ( must-have for Twitter ) </li></ul></ul><ul><li>*Must-have </li></ul>
  18. 18. Thank you! <ul><li>Please add your feedback (public or private)… </li></ul><ul><ul><li>www.jdamico.net </li></ul></ul><ul><ul><li>www.facebook.com/joan.damico </li></ul></ul><ul><ul><li>http://tinyurl.com/WEDC915 (Alliance blog post) </li></ul></ul><ul><ul><li>http://integratedmarcom.blogspot.com/ </li></ul></ul><ul><ul><li>http:// friendfeed.com/joandamico </li></ul></ul><ul><ul><li>www.linkedin.com/in/goodcopywriter4u </li></ul></ul><ul><ul><li>www.twitter.com/copywriter4u </li></ul></ul>

×