Digital Marketing for B2B Service Industry

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The document discusses digital marketing strategies and tactics for B2B service industries. It covers managing an online presence through websites and mobile sites, search engine optimization including on-page and off-page techniques, search engine marketing using Google Adwords, and using social media platforms like Facebook, Twitter, LinkedIn, YouTube and Google+ for promotions. The document also provides guidance on building an overall digital marketing strategy and sample campaign plans.

Digital Marketing
Practicals for B2B
Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB)
atanu.ghosh68@gmail.com
1

Digital Marketing Spectrum ...
Web
Search
Social
Media
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Gamification
Friday, August 22, 2014 (c) Atanu Ghosh 2

B2B Digital Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
• Focused towards Business Community
• Content and Knowledge
• Engagement - Push Content to Customers, Pull Customers to
Content
• Tools are many and easy to learn, the difference lies in
creative application of tools
3

Managing Your
Presence on Web
and Mobile
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB)
atanu.ghosh68@gmail.com
4

Website
Friday, August 22, 2014 (c) Atanu Ghosh 5

Website
Friday, August 22, 2014 (c) Atanu Ghosh
What do you think are missing?
6

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Content. Knowledge. Relevant.
Geo-location
7

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Engagement.
“Push Content to Customer”
8

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Videos. Podcasts. Blogs
Social Media Integration
9

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Expert Connect
10

Mobile
Friday, August 22, 2014 (c) Atanu Ghosh
2014: The Year of Mobile Revolution
11

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Do I have a Mobile Website?
12

Website
Friday, August 22, 2014 (c) Atanu Ghosh
Mobile Website. Mobile App.
13

Search Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB)
atanu.ghosh68@gmail.com
14

Search Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
Search Engine Optimisation (SEO).
Search Engine Marketing (SEM).
15

On Page SEO
Friday, August 22, 2014 (c) Atanu Ghosh
On Page
SEO
Meta Title
Permalink
Meta
Description
Keywords
Header
Tags
Alt
Attribute
Keyword in
Website
Content
Page
Loading
Time
16

Off Page SEO
Friday, August 22, 2014 (c) Atanu Ghosh
Off
Page
SEO
Back Links
from
Other
Websites
Social
Media
Presence
ArticlesReputation
Popularity
17

SEO and SEM
Friday, August 22, 2014 (c) Atanu Ghosh 18

SEO
Friday, August 22, 2014 (c) Atanu Ghosh
Perma link
19

“Back Link”
Friday, August 22, 2014 (c) Atanu Ghosh
www.mywebsite.com www.yourwebsite.com
20

Search Engine Marketing:
PPC, PPM, CTR
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
PPC = Pay Per Click
PPM = Pay Per Mille
CTR = Click Through Rate

Search Engine Marketing:
Google Adwords
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Campaign
Ad Group
1
Ad 1 Ad 2
Ad Group
2
Ad 3
• Campaign type
• Device
• Locations
• Language
• Bid Strategy
• Budget
• Keywords (Adwords)
• Description
• Image
• Links

Search Engine Marketing:
Defining Appropriate Adwords
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Usage
Competition
Relevance

Real Time Bidding: Ad Networks
Friday, August 22, 2014 (c) Atanu Ghosh 24

Demand and Supply Side Platforms,
Remarketing: Ad Exchanges
Friday, August 22, 2014 (c) Atanu Ghosh 25

Using Social Media
Effectively for B2B
Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB)
atanu.ghosh68@gmail.com
26

Social Media Space
Friday, August 22, 2014 (c) Atanu Ghosh 27

Using Twitter
Friday, August 22, 2014 (c) Atanu Ghosh
Spot the Differences
28

Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Types of Promotion
29

Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Promotion Delivery
30

Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Targeting a Promotion
31

Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Bidding for a Promotion
32

Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Retargeting
33

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
LinkedIn Company Page
34

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Promotions through LinkedIn
35

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Types of Promotion
36

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Promotion Delivery
37

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Targeting a Promotion
38

Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Bidding for a Promotion
39

Using YouTube
Friday, August 22, 2014 (c) Atanu Ghosh
Company Channel
40

Using Google+
Friday, August 22, 2014 (c) Atanu Ghosh
Google+ Company Page
41

Google+ Advantage
Friday, August 22, 2014 (c) Atanu Ghosh 42
• Easy Visibility to Google Search Engine
• Integrated with Google Place
• Integrated with YouTube Channel
• Google Hangout
• Hangouts on Air
• Video Hangout

Google Hangout
Friday, August 22, 2014 (c) Atanu Ghosh 43
B2B Live Connect to Customers,
Prospects,
Employees, Stakeholders

Building a Digital Marketing Strategy
Web
Search
Social
Media
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Phase I Phase II
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

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Digital Marketing for B2B Service Industry

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2. Digital Marketing Spectrum ... Web Search Social Media MobileOnline Marketplace Online Directory Services Email and Surveys Analytics Web 1.0 Web 2.0 E-Commerce SM Presence SM Management Web Promotion SM Promotion S-Commerce SEO Paid Search Search Analytics Social Search SMSContent Mobile App Mobile Commerce B2B b2B B2C C2C Online Directory Online Reviews Email Marketing Online surveys Analytics Big Data Gamification Friday, August 22, 2014 (c) Atanu Ghosh 2

3. B2B Digital Marketing Friday, August 22, 2014 (c) Atanu Ghosh • Focused towards Business Community • Content and Knowledge • Engagement - Push Content to Customers, Pull Customers to Content • Tools are many and easy to learn, the difference lies in creative application of tools 3

4. Managing Your Presence on Web and Mobile Friday, August 22, 2014 (c) Atanu Ghosh Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com 4

5. Website Friday, August 22, 2014 (c) Atanu Ghosh 5

6. Website Friday, August 22, 2014 (c) Atanu Ghosh What do you think are missing? 6

7. Website Friday, August 22, 2014 (c) Atanu Ghosh Content. Knowledge. Relevant. Geo-location 7

8. Website Friday, August 22, 2014 (c) Atanu Ghosh Engagement. “Push Content to Customer” 8

9. Website Friday, August 22, 2014 (c) Atanu Ghosh Videos. Podcasts. Blogs Social Media Integration 9

10. Website Friday, August 22, 2014 (c) Atanu Ghosh Expert Connect 10

11. Mobile Friday, August 22, 2014 (c) Atanu Ghosh 2014: The Year of Mobile Revolution 11

12. Website Friday, August 22, 2014 (c) Atanu Ghosh Do I have a Mobile Website? 12

13. Website Friday, August 22, 2014 (c) Atanu Ghosh Mobile Website. Mobile App. 13

14. Search Marketing Friday, August 22, 2014 (c) Atanu Ghosh Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com 14

15. Search Marketing Friday, August 22, 2014 (c) Atanu Ghosh Search Engine Optimisation (SEO). Search Engine Marketing (SEM). 15

16. On Page SEO Friday, August 22, 2014 (c) Atanu Ghosh On Page SEO Meta Title Permalink Meta Description Keywords Header Tags Alt Attribute Keyword in Website Content Page Loading Time 16

17. Off Page SEO Friday, August 22, 2014 (c) Atanu Ghosh Off Page SEO Back Links from Other Websites Social Media Presence ArticlesReputation Popularity 17

18. SEO and SEM Friday, August 22, 2014 (c) Atanu Ghosh 18

19. SEO Friday, August 22, 2014 (c) Atanu Ghosh Perma link 19

20. “Back Link” Friday, August 22, 2014 (c) Atanu Ghosh www.mywebsite.com www.yourwebsite.com 20

21. Search Engine Marketing: PPC, PPM, CTR Friday, August 22, 2014 Nevaeh Institute of Digital Marketing PPC = Pay Per Click PPM = Pay Per Mille CTR = Click Through Rate

22. Search Engine Marketing: Google Adwords Friday, August 22, 2014 Nevaeh Institute of Digital Marketing Campaign Ad Group 1 Ad 1 Ad 2 Ad Group 2 Ad 3 • Campaign type • Device • Locations • Language • Bid Strategy • Budget • Keywords (Adwords) • Description • Image • Links

23. Search Engine Marketing: Defining Appropriate Adwords Friday, August 22, 2014 Nevaeh Institute of Digital Marketing Usage Competition Relevance

24. Real Time Bidding: Ad Networks Friday, August 22, 2014 (c) Atanu Ghosh 24

25. Demand and Supply Side Platforms, Remarketing: Ad Exchanges Friday, August 22, 2014 (c) Atanu Ghosh 25

26. Using Social Media Effectively for B2B Service Industry Friday, August 22, 2014 (c) Atanu Ghosh Atanu Ghosh, BE (JU), PGDM (IIMB) atanu.ghosh68@gmail.com 26

27. Social Media Space Friday, August 22, 2014 (c) Atanu Ghosh 27

28. Using Twitter Friday, August 22, 2014 (c) Atanu Ghosh Spot the Differences 28

29. Using Facebook Friday, August 22, 2014 (c) Atanu Ghosh Types of Promotion 29

30. Using Facebook Friday, August 22, 2014 (c) Atanu Ghosh Promotion Delivery 30

31. Using Facebook Friday, August 22, 2014 (c) Atanu Ghosh Targeting a Promotion 31

32. Using Facebook Friday, August 22, 2014 (c) Atanu Ghosh Bidding for a Promotion 32

33. Using Facebook Friday, August 22, 2014 (c) Atanu Ghosh Retargeting 33

34. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh LinkedIn Company Page 34

35. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh Promotions through LinkedIn 35

36. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh Types of Promotion 36

37. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh Promotion Delivery 37

38. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh Targeting a Promotion 38

39. Using LinkedIn Friday, August 22, 2014 (c) Atanu Ghosh Bidding for a Promotion 39

40. Using YouTube Friday, August 22, 2014 (c) Atanu Ghosh Company Channel 40

41. Using Google+ Friday, August 22, 2014 (c) Atanu Ghosh Google+ Company Page 41

42. Google+ Advantage Friday, August 22, 2014 (c) Atanu Ghosh 42 • Easy Visibility to Google Search Engine • Integrated with Google Place • Integrated with YouTube Channel • Google Hangout • Hangouts on Air • Video Hangout

43. Google Hangout Friday, August 22, 2014 (c) Atanu Ghosh 43 B2B Live Connect to Customers, Prospects, Employees, Stakeholders

44. Building a Digital Marketing Strategy Web Search Social Media MobileOnline Marketplace Online Directory Services Email and Surveys Analytics Web 1.0 Web 2.0 E-Commerce SM Presence SM Management Web Promotion SM Promotion S-Commerce SEO Paid Search Search Analytics Social Search SMSContent Mobile App Mobile Commerce B2B b2B B2C C2C Online Directory Online Reviews Email Marketing Online surveys Analytics Big Data Phase I Phase II Friday, August 22, 2014 Nevaeh Institute of Digital Marketing

45. Building a Digital Marketing Campaign Sample Campaign Plan

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