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How to Migrate your Marketing Online - B2B & B2C examples

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Rebecca Caroe
Rebecca Caroe

Seminar detailing how two brands appraised their marketing and chose which parts to move online. The tools they chose, the outcomes, metrics and changes that resulted.

Business
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We do profitable marketing services for busy businesses http://creativeagencysecrets.co m
Online marketing Two case studies to show you how to do it yourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week http://creativeagencysecrets.co m
Marketing a business Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
How to migrate marketing online • Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are doing procurement online ‒ How do new customers ‘find’ you ‒ What about younger staff members • You can’t do everything at once • Prioritise http://creativeagencysecrets.co m
Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
Case study: APC technology • Business to Business • Customised rugged computers • Long sales cycle • Face to face sales team • E-Procurement http://creativeagencysecrets.co m
APC technology Traditional Priorities • Brochure/collateral • Website • Public relations • Directory submissions • Advertising • Expert content • Directory listings • Email list/newsletter • Trade show/conference • Online PR • Christmas card list • Adwords / digital ads • Parties/hospitality • Social media http://creativeagencysecrets.co m
Key words http://creativeagencysecrets.co m
Google analytics http://creativeagencysecrets.co m
Traffic sources http://creativeagencysecrets.co m
Incoming links - domodomain http://creativeagencysecrets.co m
Expert content • Company news ‒ New product ‒ Distributors • Trade show ‒ Collate others’ news ‒ Link to helpful sites (Linked In Group) • Magazine article ‒ Reproduce it ‒ Write a response http://creativeagencysecrets.co m
Email newsletter • Once a month • Summary of website news articles • Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product http://creativeagencysecrets.co m
Case study: Rowperfect • Business to Consumer • Sports equipment and advice • Short sales cycle • No sales team • Online ‘discovery’ • Global potential market http://creativeagencysecrets.co m
Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Email list/newsletter • Directory listings • Adwords / advertising • Trade show/conference • Social media • Christmas card list • Directory submissions • Parties/hospitality • Online PR http://creativeagencysecrets.co m
Content drives & reinforces traffic • News page (blog) updated 5x per week • It has an RSS feed • Newsletter sign-up • In header on every page • Landing page • Summary of 5 blog posts mailed automatically • Expert content drives incoming search • Social media amplifies • Automatic • Manual • Advertising is relatively minor ‘signposting’ • $100 per month http://creativeagencysecrets.co m
Rowperfect analytics • Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo • Newsletter = 1541 ‒ Feedblitz ‒ RSS • Social media = 209 ‒ Twitter ‒ Friendfeed • Advertising (cpc) = 233` http://creativeagencysecrets.co m
Referring sites http://creativeagencysecrets.co m
Analytics compared http://creativeagencysecrets.co m
For you: • Find a niche online ‒ Where is it discussed / searched / commented online ‒ Keep your niche small • Search for websites about the niche ‒ Google Alerts ‒ Follow these sites using RSS Reader or email • Search inside social media ‒ Use hashtags # http://creativeagencysecrets.co m
Alerts • Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions • Quotes • All/best results • Frequency http://creativeagencysecrets.co m
Where to promote your services • Directory listings • Forums • Group lists • Magazine / news websites • Newsletters run by others • Bloggers – guest posts / comments • Social media sites & groups on social media • Hashtags # • Your own news page http://creativeagencysecrets.co m
How to use automatic email • Write blog posts • Have an RSS feed • Set up an RSS to email service ‒ Feedblitz.com • Decide newsletter frequency (weekly, monthly, on demand) • It happens http://creativeagencysecrets.co m
3 things you must do weekly • Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them • Write a blog news article ‒ Article ideas from the alerts • Review your analytics ‒ How well are you doing http://creativeagencysecrets.co m
Get in touch • Have a free 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advice rebecca@creativeagencysecrets.com http://creativeagencysecrets.co m
Questions? http://creativeagencysecrets.co m

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How to Migrate your Marketing Online - B2B & B2C examples

  • 1. We do profitable marketing services for busy businesses http://creativeagencysecrets.co m
  • 2. Online marketing Two case studies to show you how to do it yourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week http://creativeagencysecrets.co m
  • 3. Marketing a business Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 4. How to migrate marketing online • Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are doing procurement online ‒ How do new customers ‘find’ you ‒ What about younger staff members • You can’t do everything at once • Prioritise http://creativeagencysecrets.co m
  • 5. Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 6. Case study: APC technology • Business to Business • Customised rugged computers • Long sales cycle • Face to face sales team • E-Procurement http://creativeagencysecrets.co m
  • 7. APC technology Traditional Priorities • Brochure/collateral • Website • Public relations • Directory submissions • Advertising • Expert content • Directory listings • Email list/newsletter • Trade show/conference • Online PR • Christmas card list • Adwords / digital ads • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 8. Key words http://creativeagencysecrets.co m
  • 9. Google analytics http://creativeagencysecrets.co m
  • 10. Traffic sources http://creativeagencysecrets.co m
  • 11. Incoming links - domodomain http://creativeagencysecrets.co m
  • 12. Expert content • Company news ‒ New product ‒ Distributors • Trade show ‒ Collate others’ news ‒ Link to helpful sites (Linked In Group) • Magazine article ‒ Reproduce it ‒ Write a response http://creativeagencysecrets.co m
  • 13. Email newsletter • Once a month • Summary of website news articles • Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product http://creativeagencysecrets.co m
  • 14. Case study: Rowperfect • Business to Consumer • Sports equipment and advice • Short sales cycle • No sales team • Online ‘discovery’ • Global potential market http://creativeagencysecrets.co m
  • 15. Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Email list/newsletter • Directory listings • Adwords / advertising • Trade show/conference • Social media • Christmas card list • Directory submissions • Parties/hospitality • Online PR http://creativeagencysecrets.co m
  • 16. Content drives & reinforces traffic • News page (blog) updated 5x per week • It has an RSS feed • Newsletter sign-up • In header on every page • Landing page • Summary of 5 blog posts mailed automatically • Expert content drives incoming search • Social media amplifies • Automatic • Manual • Advertising is relatively minor ‘signposting’ • $100 per month http://creativeagencysecrets.co m
  • 17. Rowperfect analytics • Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo • Newsletter = 1541 ‒ Feedblitz ‒ RSS • Social media = 209 ‒ Twitter ‒ Friendfeed • Advertising (cpc) = 233` http://creativeagencysecrets.co m
  • 18. Referring sites http://creativeagencysecrets.co m
  • 19. Analytics compared http://creativeagencysecrets.co m
  • 20. For you: • Find a niche online ‒ Where is it discussed / searched / commented online ‒ Keep your niche small • Search for websites about the niche ‒ Google Alerts ‒ Follow these sites using RSS Reader or email • Search inside social media ‒ Use hashtags # http://creativeagencysecrets.co m
  • 21. Alerts • Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions • Quotes • All/best results • Frequency http://creativeagencysecrets.co m
  • 22. Where to promote your services • Directory listings • Forums • Group lists • Magazine / news websites • Newsletters run by others • Bloggers – guest posts / comments • Social media sites & groups on social media • Hashtags # • Your own news page http://creativeagencysecrets.co m
  • 23. How to use automatic email • Write blog posts • Have an RSS feed • Set up an RSS to email service ‒ Feedblitz.com • Decide newsletter frequency (weekly, monthly, on demand) • It happens http://creativeagencysecrets.co m
  • 24. 3 things you must do weekly • Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them • Write a blog news article ‒ Article ideas from the alerts • Review your analytics ‒ How well are you doing http://creativeagencysecrets.co m
  • 25. Get in touch • Have a free 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advice rebecca@creativeagencysecrets.com http://creativeagencysecrets.co m
  • 26. Questions? http://creativeagencysecrets.co m