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B2B Digital Marketing Priorities 2013 (SmartInsights conference)


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This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here

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B2B Digital Marketing Priorities 2013 (SmartInsights conference)

  1. 1. B2B Digital Marketing Priorities for 2013 René Power Digital & Business Development Director BDB The seven areas you should be focusing on in 2013Digital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
  2. 2. Are you a digital magpie or owl?• Impulsive• Reactive• Likes new shiny things • Wise • Thoughtful • Methodical
  3. 3. Agenda Priority 1: Why your business needs a digital strategy Priority 2: Establishing an effective home base Priority 3: Getting and staying found Priority 4: Developing inbound interest Priority 5: Going social Priority 6: Turning traffic into leads Priority 7: Making analytics your friend 3
  4. 4. About me 18 years in B2B marketing Accomplished international (digital) marketer and business developer Respected blogger In demand digital marketing speaker Author Brilliant B2B Digital Marketing An owl (with a taste for shiny things!) 4
  5. 5. Priority 1: Set a strategy Why?  Information is the primary driver in B2B specification  Browser mentality: supplier research is predominantly conducted online  Applying a robust approach to being found when customers are looking increases 5
  6. 6. Poll [1] Do you have a documented digital strategy?  31% on webinar said yes  63% on webinar said no  6% on webinar didn’t know 6
  7. 7. Benefits of a B2B digital strategy 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 7
  8. 8. What goes into B2B digital strategy?  Digital SWOT  Online value proposition  Return on investment measured by  Sales  Savings  Attribution  Customer satisfaction 8
  9. 9. Priority 2: Establishing home base Why? There are over 10m sites registered and 644m live sites worldwide 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 9
  10. 10. 10
  11. 11. Hallmarks of brilliant B2B websites 11
  12. 12. Hallmarks of brilliant B2B websites 12
  13. 13. Hallmarks of brilliant B2B websites 13
  14. 14. Hallmarks of brilliant B2B websites 14
  15. 15. Hallmarks of brilliant B2B websites 15
  16. 16. Priority 3: Getting and staying found  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  Search optimised sites can make or break businesses…and careers 16
  17. 17. Checklist: key areas to focus on 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 17
  18. 18. Example: Atlas Copco 18
  19. 19. Example: BOC 19
  20. 20. Priority 4: Driving inbound interest Why? Use content to attract customers Deliver useful and relevant information to customers when they most need it Demonstrates authority Builds reputation Creates trust which leads to transaction 20
  21. 21. Build an inbound marketing machine  Audit what you have  Repackage and repurpose  Create a calendar  Run mini campaigns  Set milestones  Walk before you can run 21
  22. 22. Poll [2] Do you use any of the following inbound content marketing tools? (Top pick and in descending order)  Blogs – 49% on webinar voted blog  Newsletters / email  Guides / white papers / ebooks  Webinar / webcast  Audio content  Video content  Hosted presentations 22
  23. 23. Examples 23
  24. 24. Examples 24
  25. 25. Examples 25
  26. 26. Examples 26
  27. 27. Examples 27
  28. 28. Priority 5: Going social Why social is important for B2B  Social enhances audience building  Social can drive deeper relationships  Social can provide ready-to-use test & trial  Social can deliver customer service 28
  29. 29. Poll [3] Which social media platforms are going to be critical to B2B in 2013? (Selected webinar vote below)  Linkedin – 50%  Twitter – 11%  YouTube – 11%  Google+  Facebook  Slideshare  Pinterest 29
  30. 30. Do you (or can you) CARE? Content Audience Relevance Evaluation How do we want to be Who do we want to be What are important Can we measure if / how perceived? associated with? issues to our audience? our content matters? What are we going to Who do we want to How can we help, How are we going tosay, share, comment on? influence? advise, add value? measure if audiences care?How are we going to do Who do we want to Can we do this it? engage? frequently? How are we going to measure our relevance? 30
  31. 31. Routes to ‘sticky’ social media 31
  32. 32. Examples 32
  33. 33. Examples 33
  34. 34. Examples 34
  35. 35. Examples 35
  36. 36. Priority 6: Turning traffic to leads Why? Businesses can’t just help They need to turn a profit Finesse landing pages  Tease and tantalise  Always have a next step or action that the customer is inspired to take 36
  37. 37. Achieving better conversion 37
  38. 38. Achieving better conversion 38
  39. 39. Achieving better conversion 39
  40. 40. Priority 7: Make analytics your friend  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 40
  41. 41. What can you measure? buzz by time of day seasonal buzz competitive buzz category/topic buzzBuzz by no of posts buzz by impressions shift in buzz channel buzz by stage in DM process mainstream media mentions installs downloads buzz asset popularity buzz by customer type mainstream media uploads favourites likes comments ratings mentions growth rate of fans follows friends contacts no of pass alongs recommends buzz with links increase in searches %of embeds nobookmarks subscriptions of views/interactions polls page viewsclickthroughs changes in search ranking type reach virtual gifts tags popularity contest entries leads generated channel geography sampled of posts impressions time spent clicks products volume store visits trials contributions by bloggerschatrooms wikis online sales offline sales customer acquisition & retentioncomplaint handling savingscost per clickchange in share AEV satisfaction feedback event time on site dwell response email open rate bounce rate region cost per customer attendance by time / event 41
  42. 42. Ultimately, can you answer these? 1. What are your marketing activities designed to achieve and how can you link the investment in specific areas to tangible revenue, profit and growth? 2. How would a percentage decrease in your marketing budget impact revenue, profit and growth? (At some point, you will be asked to work with a reduced budget.) 3. How effectively are you converting marketing investment to sales compared with previous periods, competitors and the marketplace? 4. Can you define what your revenue conversion is (profit minus marketing and sales spend)? 5. What do you need to know to be able to answer these questions in order to quantify your return on marketing investment? 42
  43. 43. Summary – questions please! Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor analytics Don’t be a magpie – become an owl! 43
  44. 44. More on B2B digital marketing? NEW 440 page Kindle eBook on B2B digital marketing available now at Amazon This and hundreds of other guides and resources are available to Smart Insights Expert members. @renepowerblog 44