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 https://www.brighttalk.com/webcast/8551/63869

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  • 1. Information is easy to verify on your website. Shows a company is trustworthy and stable. 2. There is a real organisation behind your website. Evidence that the organisation exists takes this further by providing clear guidance on locations, people, products.3. Highlight expert content and services offered. As we move from being a broadcast to targeted inbound marketing economy, companies that produce focused content relevant to the needs of customers will stand out. 4. Demonstrate honesty and integrity on your website. These qualities may be seen as subjective but you can set a tone throughout your website as pages such as About Us, Our Philosophy and FAQs allude to your honesty and integrity.5. Make it easy to contact you. Post contact details on every page throughout the website and not just on a ‘Contact Us’ page. 6. Your website should reflect your business. And, it should reflect the experience that customers enjoy offline, face-to-face, in stores, on stands and anywhere else. 7. Your website should be accessible and easy to navigate. Western websites have navigation bars either running horizontally across the top and bottom or vertically to the left-hand side of the website for a reason. 8. Use frequently updated relevant and useful content. Content is the biggest part of your digital strategy as it governs your selection of keywords, what you say, how and when you say it. It helps rank your site with search engine bots and entice real human visitors too. 9. Avoid errors of all kinds. Sounds obvious but spelling mistakes, grammar and punctuation slip ups, 404 messages and any other error on a website disrupts the user experience and risks harming your credibility.Remember to treat every page as a potential landing page so narrative, call to action and signposting are all key. More on this later.
  • Run through examples discussing the difference between Stelzner’s primary and nuclear fuel (from the book Launch!)Primary fuel(lifespan = 3 days) inclHow to guides,Expert interviews, Reviews,News stories, Case studiesNuclear fuel (lifespan = months) inclSurvey reports, White papers, Top 10 contests, Micro events (webinars, video, podcasts)
  • Social interaction can be integrated all over the web (from within your website – Knauf), to aFacebook page.Google’s most recent algorithm update gave social mentions on Google+ and other social sites more ranking so we’re now seeing the benefits of this in search.TCN construction network is another thriving online community. The point is – good social demands interaction.
  • The goal of most businesses is to provide a rewarding return for their owners or shareholder investment. This is our focus in the last two sections where we move on to assess how a B2B marketer sets about delivering quality leads to the sales team and uses a variety of tools and techniques to drive more, and better quality leads which can be nurtured through to transaction.
  • ClaremontThe example on the left is a landing page for workplace interior design firm Claremont showing how content can be arranged to showcase the business in the possible light to a specific audience – in this case the legal sector.In this example the page includes a number of the critical elements that should be included in a landing page:A headline and (optional) sub-headline.A supporting image (or slider including multiple images).A brief description of the offer/call to action.Supporting elements such as testimonials, affiliations, accreditations or security badges (for transaction B2B sites).Interactive content to bring the landing page call to action to life – in this case video testimonial.A form to capture information – duplicated twice at the top and bottom of the page.Separate email sign, get in touch and social media profiles.Downloadable material in the form of interactive brochures.
  • AnglianAgain focused around conversion to action. Make contact or fill the form in. Could it be any blunter?
  • AdobeShow lots of primary and nuclear content to get people to take action from webinars to blogs to datasheets etcThe point is – you spend all your time, effort and money getting them there. Make it easy for them to do business.
  • 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 www.bdb.co.uk Respected blogger www.marketingassassin.co.uk 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 .co.uk 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. rene@bdb.co.ukhttp www.bdb.co.uk @renepowerblog http://marketingassassin.co.uk 44