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7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13


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Rene's presentation to CIM Cumbria on 24 September 2013 which took the group on a whirlwind tour of the key elements required in the modern marketing toolkit. Starting with setting a digital strategy and objectives, your business website, SEO, inbound content, social media, conversion and evaluation. The presentation is a summary of Rene's ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) available from Amazon and also through to Expert Members.

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7 Steps to Brilliant B2B Digital Marketing CIM Cumbria 24 Sept 13

  1. 1. 7 steps to brilliant b2b digital marketing with René Power Digital & Business Development Director BDB Gearing up to deliver brilliant b2b digital marketing campaigns that achieve ROI objectives @renepower #cimcumbria 24/9/13 Updatedcontentforautumn2013
  2. 2. 18years in B2Bmarketing across a variety of sectors Accomplished international (digital) marketer and business developer Respected and and published author In demand b2b and digital marketing speaker Passionate b2b marketer and advisor About me #cimcumbria 24/9/13
  3. 3. Who has a documented digital marketing plan with SMART objectives assigned? Who runs a website? Is it designed around what customers want or what you want to tell them? Who has a focused approach to search engine optimisation? Who has access to analytics? Who uses analytics to improve what they do? Who is using content to drive engagement, data capture and interest? Are you using social media to drive brand engagement further? About you #cimcumbria 24/9/13
  4. 4. Running before you can walk? Not cool. #cimcumbria 24/9/13
  5. 5. Being seduced by the dark side of technology? #cimcumbria 24/9/13
  6. 6. Not seeing results? You’re not alone…. #cimcumbria 24/9/13
  7. 7. 61% of respondents to Dave Chaffey’s 2013 Smart Insights survey said they didn’t have a digital marketing strategy written down.
  8. 8. Why do so many companies fail? • They make assumptions – Audiences haven’t evolved – Haven’t moved online for information needs – Don’t have confidence with digital tools and technology • Haven’t learnt how to listen and ask the right questions • Don’t engage, advise, help, inform, entertain, develop Why do b2b companies fail online? #cimcumbria 24/9/13
  9. 9. Part I: The planningPt I: The planning
  10. 10. • Why? – Information is the primary driver in B2B specification – Why? Professional buyers seeking assurance – Browser mentality: supplier research is predominantly conducted online – You can’t measure effectiveness without goals or a benchmark No 1. Don’t dip your toe; set a strategy Doing things right or doing the right things? #cimcumbria 24/9/13
  11. 11. • Focuses activity • Sets tangible goals • Helps secure buy in at all levels • Assists financial & resource investment • Identifies / prioritises target audience • Understand channels / how they are used • Encourages use of channels => By design, likely to lead to more successful digital marketing Making a case for digital #cimcumbria 24/9/13
  12. 12. SOSTAC – a framework for digital marketing planning #cimcumbria 24/9/13
  13. 13. • Digital SWOT • Online value proposition • Return on investment measured by – Sales – Savings – Attribution – Customer satisfaction What goes into a B2B digital strategy The organisation Strengths - S Weaknesses - W 1. Existing brand 1. Brand perception 2. Existing customer base 2. Intermediary use 3. Existing distribution 3. Technology skills 4. X-channel support Opportunities - O SO strategies WO strategies 1. Cross selling Leverage strengths to Counter weaknesses through 2. New markets maximise opportunities exploiting opportunities 3. New services (Attacking strategy) (Build strengths for attacking 4. Alliance/co-branding strategy) Threats - T ST strategies WT strategies 1. Customer choice Leverage opportunities to Counter weaknesses and threats 2. New entrants minimise threats (Build strengths and defensive 3. New competitor processes (Defensive strategy) strategy) 4.Channel conflicts #cimcumbria 24/9/13
  14. 14. • Who they are • Where they go • What’s being asked or discussed • What’s missing • Who’s helping • Who needs help Know your audience #cimcumbria 24/9/13
  15. 15. Know preferred channels and how they are used #cimcumbria 24/9/13
  16. 16. Create online propositions #cimcumbria 24/9/13
  17. 17. Support channel integration #cimcumbria 24/9/13
  18. 18. Part II: The doingPt II: The doing
  19. 19. • Why? • Your website is most likely the first port of call – 36% of B2B buyers look at supplier sites during problem resolution – 49% of B2B buyers look at supplier sites to shortlist – 18% of B2B buyers look at supplier sites to make final supplier selection* • Your website provides that crucial first impression *2012 Buyersphere survey Step 2: Establishing home base With over 10m sites registered and 644m live sites worldwide – how do you stand out? #cimcumbria 24/9/13
  20. 20. Dell business website #cimcumbria 24/9/13
  21. 21. BOC online b2b website #cimcumbria 24/9/13
  22. 22. Oliver Valves b2b website #cimcumbria 24/9/13
  23. 23. UPS b2b website #cimcumbria 24/9/13
  24. 24. Pentair Safety Systems UK b2b website #cimcumbria 24/9/13
  25. 25. • Why? – Search is everything – Customers browse on their terms – You have a great site = don’t leave it as a great art in a dark, concealed room Step 3: Getting and staying found Search optimised sites can make or break businesses…and careers #cimcumbria 24/9/13
  26. 26. • Use Google Adword tool for keyword analysis • Set primary keyword/s per page • Assess competition • Meta data - First 70 and 200 words and density • Meta description • Page titles, h1 tags and alt tags • Anchor text • Calls to action On page SEO checklist #cimcumbria 24/9/13
  27. 27. Atlas Copcooptimised for search #cimcumbria 24/9/13
  28. 28. BOC optimised for search #cimcumbria 24/9/13
  29. 29. Off page SEO PPC PPC Organic Off page SEO
  30. 30. Trade media Trade associations Directories Search engine indexes Social media Bloggers News sites Main- stream press Website Top Internet sites Discussion portalsTrade shows Conferences Link bait
  31. 31. • Why? • Use content to attract customers • Demonstrates authority • Builds reputation • Creates trust which leads to transaction Step 4: Driving inbound interest Deliver useful and relevant information to customers when they most need it #cimcumbria 24/9/13
  32. 32. • Agree what success looks like • Assign responsibility incl. senior level sponsor • Audit what you have • Visit watering holes • Curate • Create • Repackage and repurpose • Create a calendar • Walk before you can run Inbound marketing checklist #cimcumbria 24/9/13
  33. 33. Content marketing mapping #cimcumbria 24/9/13
  34. 34. Nokia Siemens inbound content #cimcumbria 24/9/13
  35. 35. GE inbound content #cimcumbria 24/9/13
  36. 36. Corning inbound content #cimcumbria 24/9/13
  37. 37. inbound content #cimcumbria 24/9/13
  38. 38. Source: Being Your Brand Social Media Report 2012 Step 5: Going social #cimcumbria 24/9/13
  39. 39. Content Audience Relevance Evaluation How do we want to be perceived? What are we going to say, share, comment on? How are we going to do it? Who do we want to be associated with? Who do we want to influence? Who do we want to engage? What are important issues to our audience? How can we help, advise, add value? Can we do this frequently? Can we measure if / how our content matters? How are we going to measure if audiences care? How are we going to measure our relevance? Do you (or can you) CARE? #cimcumbria 24/9/13
  40. 40. ‘Sticky’ social media checklist #cimcumbria 24/9/13
  41. 41. How social affects search #cimcumbria 24/9/13
  42. 42. Ingersoll Rand on Facebook #cimcumbria 24/9/13
  43. 43. PWCPWC engagement on Facebook #cimcumbria 24/9/13
  44. 44. • Why? • Businesses can’t just help • They need to turn a profit • Finesse landing pages – Tease and tantalise – Provide sign posts to action Step 6: Turning traffic into leads Always have a next step or action that the customer is inspired to take #cimcumbria 24/9/13
  45. 45. Achieving better conversion #cimcumbria 24/9/13 -landing/index.aspx
  46. 46. Part III: The analysis and improvement Pt III: The analysis & improvement
  47. 47. • Why? …Really!? – Set up goals/funnels and assign value – Use forward and reverse path analysis to indicate most popular/effective content – Use event tracking to monitor calls to action – Use content experiments to test/increase performance on key pages Step 7: Make analytics your friend #cimcumbria 24/9/13
  48. 48. Buzz by no of posts buzz by impressions shift in buzz channel buzz asset popularity buzz by customer type mainstream media mentions growth rate of fans follows friends contacts no of pass alongs recommends embeds bookmarks subscriptions page viewsclickthroughs changes in search ranking type reach channel geography volume of posts impressions time spent clicks contributions by bloggerschatrooms wikis online sales offline sales savings change in share AEV event response email open rate by time / region event attendance buazzby time of day seasonal buzz competitive buzz category/topic buzz buzz by stage in DM process mainstream media mentions installs downloads uploads favourites likes comments ratings increase in searches %of buzz with links no of views/interactions polls virtual gifts tags popularity contest entries leads generated products sampled store visits trials customer acquisition & retentioncomplaint handling cost per click satisfaction feedback dwell time on site bounce rate cost per customer You can’t track what you can’t measure – but look at all this! #cimcumbria 24/9/13
  49. 49. • Consider the impact of action / no action • Consider customer journey and experience • Set a strategy • Invest in your website • Improve your search visibility • Become useful and relevant • Go social with purpose • Work hard on conversion • Monitor and use analytics Summary #cimcumbria 24/9/13
  50. 50. And remember above all else #cimcumbria 24/9/13
  51. 51. All content taken from “Brilliant B2B Digital Marketing” book (PDF) Request a free review copy by email / Twitter DM This and 100’s of other guides and resources are available to Smart Insights Expert members. @renepower sign up for new blog post alerts!blog http Brilliant B2B Digital Marketing Please check with Rene Power before using any images contained in this presentation