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Brilliant B2B Digital Mktg CIM SY 21/10/15

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Presentation to CIM Sheffield as part of MADE Festival covering digital strategy, websites, SEO, inbound content marketing, social media, conversion optimisation and analytics and measurement.

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Brilliant B2B Digital Mktg CIM SY 21/10/15

  1. 1. www.visionb2b.co.uk @visionb2b @renepower 7 Steps to Brilliant B2B Digital Marketing René Power Founder, Vision B2B
  2. 2. www.visionb2b.co.uk @visionb2b @renepower 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? About you www.visionb2b.co.uk @visionb2b @renepower
  3. 3. www.visionb2b.co.uk @visionb2b @renepower About you 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? www.visionb2b.co.uk @visionb2b @renepower
  4. 4. www.visionb2b.co.uk @visionb2b @renepower About me 20 years in B2B marketing across a variety of sectors Accomplished international (digital) marketer and business developer Respected blogger www.marketingassassin.co.uk & www.smartinsights.com and a published author www.visionb2b.co.uk @visionb2b @renepower Passionate b2b marketer, advisor, hustler Self employed, business owner – launched today
  5. 5. www.visionb2b.co.uk @visionb2b @renepower Offers to brilliant delegates Free slide download • Visit www.visionb2b.co.uk/She ffieldCIM2015 (only live till Friday, 17:00) Free prize draw • Ten business cards will be drawn tomorrow to receive a complete 220 pg guide – only available to Smart Insights Expert Members www.visionb2b.co.uk @visionb2b @renepower
  6. 6. www.visionb2b.co.uk @visionb2b @renepower Running before you can walk? Not cool. www.visionb2b.co.uk @visionb2b @renepower
  7. 7. www.visionb2b.co.uk @visionb2b @renepower Being seduced by the dark side of technology? www.visionb2b.co.uk @visionb2b @renepower
  8. 8. www.visionb2b.co.uk @visionb2b @renepower Not seeing results? You’re not alone…. www.visionb2b.co.uk @visionb2b @renepower Not getting the results you want?
  9. 9. www.visionb2b.co.uk @visionb2b @renepower 57% of respondents to Dave Chaffey’s latest Smart Insights survey said they didn’t have a digital marketing strategy written down. www.visionb2b.co.uk @visionb2b @renepower
  10. 10. www.visionb2b.co.uk @visionb2b @renepower 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 www.visionb2b.co.uk @visionb2b @renepower
  11. 11. www.visionb2b.co.uk @visionb2b @renepower Reality check!
  12. 12. www.visionb2b.co.uk @visionb2b @renepower 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 Not learning How ask the right questions How to listen to the answers www.visionb2b.co.uk @visionb2b @renepower
  13. 13. www.visionb2b.co.uk @visionb2b @renepower Reality check!
  14. 14. www.visionb2b.co.uk @visionb2b @renepower 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 Not learning How ask the right questions How to listen to the answers Don’t interact Don’t engage Don’t advise, help, inform, Don’t entertain, develop www.visionb2b.co.uk @visionb2b @renepower
  15. 15. www.visionb2b.co.uk @visionb2b @renepower Reality check!
  16. 16. www.visionb2b.co.uk @visionb2b @renepower The approach www.visionb2b.co.uk @visionb2b @renepower 1. Strategy 2. Website 3. SEO 4. Content 5. Social 6. Conversion optimisation 7. Analytics
  17. 17. www.visionb2b.co.uk @visionb2b @renepower 1. Strategy
  18. 18. www.visionb2b.co.uk @visionb2b @renepower 1: Don’t dip your toe; set a strategy • 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
  19. 19. www.visionb2b.co.uk @visionb2b @renepower Making the case for digital • 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 www.visionb2b.co.uk @visionb2b @renepower
  20. 20. www.visionb2b.co.uk @visionb2b @renepower SOSTAC for digital marketing http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg www.visionb2b.co.uk @visionb2b @renepower
  21. 21. www.visionb2b.co.uk @visionb2b @renepower What goes into a digital strategy • Digital SWOT • Online value proposition • ROI measured by – Sales – Savings – Attribution – Customer satisfaction 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 www.visionb2b.co.uk @visionb2b @renepower
  22. 22. www.visionb2b.co.uk @visionb2b @renepower Know your audience • Who they are • Where they go • What’s being asked or discussed • What’s missing • Who’s helping • Who needs help www.visionb2b.co.uk @visionb2b @renepower
  23. 23. www.visionb2b.co.uk @visionb2b @renepower Creating personas www.visionb2b.co.uk @visionb2b @renepower
  24. 24. www.visionb2b.co.uk @visionb2b @renepower Create online proposition/s www.visionb2b.co.uk @visionb2b @renepower
  25. 25. www.visionb2b.co.uk @visionb2b @renepower 2. Website
  26. 26. www.visionb2b.co.uk @visionb2b @renepower 2: Home base (website) • 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
  27. 27. www.visionb2b.co.uk @visionb2b @renepower UPS b2b website
  28. 28. www.visionb2b.co.uk @visionb2b @renepower Oliver Valves b2b website
  29. 29. www.visionb2b.co.uk @visionb2b @renepower Designing for responsive
  30. 30. www.visionb2b.co.uk @visionb2b @renepower Dell b2b website (2012-2014)
  31. 31. www.visionb2b.co.uk @visionb2b @renepower BOC b2b website (2012-2014)
  32. 32. www.visionb2b.co.uk @visionb2b @renepower Pentair safety systems b2b website
  33. 33. www.visionb2b.co.uk @visionb2b @renepower 3. SEO
  34. 34. www.visionb2b.co.uk @visionb2b @renepower • 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 3: Getting found and staying found (SEO)
  35. 35. www.visionb2b.co.uk @visionb2b @renepower • 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
  36. 36. www.visionb2b.co.uk @visionb2b @renepower Atlas Copco optimised for search
  37. 37. www.visionb2b.co.uk @visionb2b @renepower BOC optimised for search
  38. 38. www.visionb2b.co.uk @visionb2b @renepower Off page SEO PPC PPC Organic
  39. 39. www.visionb2b.co.uk @visionb2b @renepower Trade media Trade associations Search engine indexes Social media Bloggers Main- stream press Website Top Internet sites Discussion portalsTrade shows Conferences Link bait Main stream press Directories News sites
  40. 40. www.visionb2b.co.uk @visionb2b @renepower 4. Content
  41. 41. www.visionb2b.co.uk @visionb2b @renepower 4: Inbound content marketing • Why? • Use content to attract customers • Demonstrates authority • Builds reputation • Creates trust which leads to transaction
  42. 42. www.visionb2b.co.uk @visionb2b @renepower Your content mission
  43. 43. www.visionb2b.co.uk @visionb2b @renepower
  44. 44. www.visionb2b.co.uk @visionb2b @renepower Content marketing checklist  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
  45. 45. www.visionb2b.co.uk @visionb2b @renepower Repurposing content
  46. 46. www.visionb2b.co.uk @visionb2b @renepower Content marketing mapping
  47. 47. www.visionb2b.co.uk @visionb2b @renepower Nokia Siemens inbound marketing
  48. 48. www.visionb2b.co.uk @visionb2b @renepower GE inbound content
  49. 49. www.visionb2b.co.uk @visionb2b @renepower Volvo Trucks “The Epic Split”
  50. 50. www.visionb2b.co.uk @visionb2b @renepower Nutraingredients inbound content
  51. 51. www.visionb2b.co.uk @visionb2b @renepower 5. Social
  52. 52. www.visionb2b.co.uk @visionb2b @renepower Source: Being Your Brand Social Media Report 2012 5: Going social
  53. 53. www.visionb2b.co.uk @visionb2b @renepower Which work best?
  54. 54. www.visionb2b.co.uk @visionb2b @renepower Which work best? http://www.cmo.com/articles/2014/3/13/_2014_social_intro.html
  55. 55. www.visionb2b.co.uk @visionb2b @renepower Sticky social media cheat sheet
  56. 56. www.visionb2b.co.uk @visionb2b @renepower Ingersoll Rand on Facebook
  57. 57. www.visionb2b.co.uk @visionb2b @renepower PWC on Facebook
  58. 58. www.visionb2b.co.uk @visionb2b @renepower 6. Conversion optimisation
  59. 59. www.visionb2b.co.uk @visionb2b @renepower • Why? • Businesses can’t just help • They need to turn a profit • Finesse landing pages – Tease and tantalise – Provide sign posts to action Conversion optimisation
  60. 60. www.visionb2b.co.uk @visionb2b @renepower Achieving better conversion
  61. 61. www.visionb2b.co.uk @visionb2b @renepower 7. Measurement
  62. 62. www.visionb2b.co.uk @visionb2b @renepower • 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 7. Make analytics your friend
  63. 63. www.visionb2b.co.uk @visionb2b @renepower The basics in Google 8 standard metrics that you need to monitor & impact  New vs. returning  Behaviour (content)  Dwell  Bounce  Social referral  Exit path  Device  Geography
  64. 64. www.visionb2b.co.uk @visionb2b @renepower The basics in Google
  65. 65. www.visionb2b.co.uk @visionb2b @renepower The basics in email 6 standard metrics that you need to monitor & impact  Open  Click  Unsubscribe  Bounce  Content  Social links Link to your website data to build a better picture of ‘qualifiable’ prospects
  66. 66. www.visionb2b.co.uk @visionb2b @renepower 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 views clickthroughs changes in search ranking type reach channel geography volume of posts impressions time spent clicks contributions by bloggers chatrooms wikis online sales offline sales savings change in share AEV event response email open rate by time / region event attendance buazz by 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 & retention complaint handling cost per click satisfaction feedback dwell time on site bounce rate cost per customer You can’t track what you can’t measure
  67. 67. www.visionb2b.co.uk @visionb2b @renepower • 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: 7 steps to brilliant b2b digital marketing
  68. 68. www.visionb2b.co.uk @visionb2b @renepower Ways to get more value Connect on Linkedin & Twitter Subscribe to the Vision b2b blog Subscribe to the Marketing Assassin blog Come to my other events Request an online evaluation Consider retained mentoring Discuss involvement in your business marketing challenges
  69. 69. www.visionb2b.co.uk @visionb2b @renepower launch offer An exclusive 20% off the annual price of www.SmartInsights.com Expert Membership. Member only guides, templates, downloads and webinars designed to rocket your digital marketing. Use the code SMARTB2B by 30th November and lock in your $999 (£650) annual pass for only $799 (£520) If you use one resource, make it Dave Chaffey’s www.SmartInsights.com
  70. 70. www.visionb2b.co.uk @visionb2b @renepower And Vision B2B referral offer Give a referral that becomes a client and (minimum three month contract) with Vision b2b before 30th November and receive either - 15% referral fee (first month) - or 15% off your own bill Visit www.visionb2b.co.uk/referral today!
  71. 71. www.visionb2b.co.uk @visionb2b @renepower And remember

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