This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
Digital Strategy - Lecture 1 - The New Digital LandscapeAndy Lima
Lecture delivered on 28/09/2106 - format: debate and discussion
Leeds Business School
Exploring the new digital environment, disruption and innovation
(It works better when used with articles, reports and videos about disruption)
Several articles on disruption and innovation was used to guide students thoughts throughout the lecture.
What is Content marketing - Moses GomesMoses Gomes
This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.
Digital Strategy - Lecture 1 - The New Digital LandscapeAndy Lima
Lecture delivered on 28/09/2106 - format: debate and discussion
Leeds Business School
Exploring the new digital environment, disruption and innovation
(It works better when used with articles, reports and videos about disruption)
Several articles on disruption and innovation was used to guide students thoughts throughout the lecture.
What is Content marketing - Moses GomesMoses Gomes
This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.
How (and Why) to Build an Effective Influencer Marketing StrategyAnvil Media, Inc.
The first step in creating a successful influencer marketing program is to outline your overall objectives, whether they be brand awareness, brand perception, engagement or conversions.
A Hands-On Guide to Successful Content Marketing in the Financial Services In...Aravinth Rajagopalan
Engage Your Auidence
Establish Credibility
Create Trust
Build Your Brand
Generate Leads
Drive Sales
Financial services as a whole – insurance, investments, tax planning, retirement planning, credit services, finance and loans, banking, real estate and more – is one of the most difficult industries for most consumers to understand. But it is also one of the most necessary sets of services out there today, because these are all topics in which the average person claims little to no expertise. In short, it is an industry custom-made for good content marketing!
Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.
Gut Checking Your 2014 Integrated Digital Marketing PlanMike Corak
How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.
Digital Marketing Strategy Project: Aloha Community LibraryChris Robisch
A complete digital marketing strategy presentation for a young nonprofit community library. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads/inbound traffic for fundraising and capital campaigns.
Consumers are connecting with retailers, restaurants, travel and entertainment firms, financial companies, and other businesses via social media.
The messages conveyed via social media wield substantial power.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
How (and Why) to Build an Effective Influencer Marketing StrategyAnvil Media, Inc.
The first step in creating a successful influencer marketing program is to outline your overall objectives, whether they be brand awareness, brand perception, engagement or conversions.
A Hands-On Guide to Successful Content Marketing in the Financial Services In...Aravinth Rajagopalan
Engage Your Auidence
Establish Credibility
Create Trust
Build Your Brand
Generate Leads
Drive Sales
Financial services as a whole – insurance, investments, tax planning, retirement planning, credit services, finance and loans, banking, real estate and more – is one of the most difficult industries for most consumers to understand. But it is also one of the most necessary sets of services out there today, because these are all topics in which the average person claims little to no expertise. In short, it is an industry custom-made for good content marketing!
Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.
Gut Checking Your 2014 Integrated Digital Marketing PlanMike Corak
How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.
Digital Marketing Strategy Project: Aloha Community LibraryChris Robisch
A complete digital marketing strategy presentation for a young nonprofit community library. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads/inbound traffic for fundraising and capital campaigns.
Consumers are connecting with retailers, restaurants, travel and entertainment firms, financial companies, and other businesses via social media.
The messages conveyed via social media wield substantial power.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
Seventh week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Social Media Channels
Virality
Social Media Marketing Strategies
For more please visit: www.aycaturhan.com/man423
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
This study deals with understanding the possibilities that are opened up by the platform of social media and to what extent does the social media help in marketing and generating future leads for small and medium enterprises.
Pramod Harith and Neil Miller simplify the digital marketing landscape by talking about identifying business objectives, targeting a specific community, and creating content that community loves. We also discuss digital marketing options and which ones to think about in terms of 'renting' and 'owning'.
This presentation was given on 17 June 2015 for TiE Chennai's entrepreneurs.
Great discussion of the following: Overview of Social Media B2B, some compelling stats, case studies, how-tos for content strategy, Facebook, twitter, YouTube, LinkedIn and blogs!
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
10 Videos Any Business Can Make Right Now! - Shelly Nathan
The New World Of Digital, Content And Social Media Marketing And The Relevance To Indian Manufacturers
1. SOCIAL MEDIA & CONTENT MARKETING FOR
BUSINESS
Indo American Chamber of Commerce - Pune
19th January, 2017
2. • Introduction
• Social Media for Business
– What
– Why
• Introduction to some social channels and how they can be
leveraged
• Introduction to content marketing
• How the digital and social world has changed the traditional Sales
cycle.
• The Entry Barriers
Agenda
4. • 97 percent of online adults aged 16-64 say they have visited or used a social
network within the last month. (Global Web Index)
• 75% of customers say they use social media as part of the buying process.
(Biznology)
• 56% of engineers are in the second or third stage of the buying cycle before they
make contact with a vendor, so they rely on digital resources (GlobalSpec 2013
Digital Media Use in the Industrial Sector)
• 53% of manufacturing marketers say they are going to increase their content
marketing spend over the next 12 months (Content Marketing Institute 2013
Benchmarks, Budgets and Trends report)
• Seven out of 10 small- and mid-sized suppliers are engaging with prospects through
social channels (ThomasNet)
These NumbersTell a Story
5. “Social media” is the collective of online communications channels
dedicated to community-based input, interaction, content-sharing and
collaboration. Websites and applications dedicated
to forums, microblogging, social networking, social bookmarking, social
curation, and wikis are among the different types of social media. (WhatIs)
– Online
– Collection of communication channels
– Input / Interaction/ Collaboration / Sharing
Definition
6. • Marketing
• Sales
• Customer Retention
• Customer Service
• Employee Engagement
• Business Operations
– For purposes of this session we will focus on Marketing & Sales
The Business Use-cases
8. • Social Listening
– Real time insights
– Customer sentiment
– Drill-down to specific segments
• Raise awareness of the brand, the specific problems they are solving –
get their messaging seen by their target segments
• Highly targeted advertising
– More real-time metrics to measure
– Much tighter targeting possible, much greater customization of message possible
– Engaging with target segment – with intent (for eg. while they are searching, re-
targeting etc.)
What can businesses do on social media?
9. • Conversions
– Higher quality of leads – since they are coming “with intent”
– Engage directly with “decision makers”
– Nearly 75 percent of companies that engaged in selling on social media reported
an increase in sales in 12 months. (State of Social Selling in 2015)
• Customer engagement
– Promote 2-way engagement with customers / prospects
– Gain trust – from content
– Build a relationship – consistency of the experience across channels, in the
offline world etc.
What can businesses do on social media?....2
10. • Inbound traffic to website and other web properties
– Google loves social media
• Competitive Information
– Benchmark against competition
– Listen to what’s working for them
– Engage directly with their customers / prospects on social channels – it’s all
public
• Visibility for content
– Channel for sharing
– Immediacy – for eg. offers & promotions
What can businesses do on social media?....3
12. What are the options?
Wikipedia lists over 200 social media networking sites – an embarrassment of
riches.
13. • Facebook
• Twitter
• LinkedIn
• YouTube
• Instagram
• Pinterest
• Mobile networking – WhatsApp, SnapChat etc.
– And many, many, many more……….
– We will focus on a few that are more relevant to the B2B Space
The top channels?
14. Twitter
• 317 million monthly active users
• Generally younger, extremely mobile demographic
• Most popular platform for “Influencers” - 84 percent
of the world’s heads of state are active Twitter users.
Users
• Short, sharp updates, several times a day
• Sharing content, engaging directly with influencers &
decision makers
• Live coverage of “Events”
Usefulness
• Largely for creating awareness of brand or for
promoting some specific items - limited time offers,
launches etc
Advertising
Engine
• Crowded Timelines
• Generating an action
• Less developed ad model
Challenges
15. LinkedIn
• 106 million
• 160,000 posts per week long-form posts generated
weeklyUsers
• Professional Network
• Evolved from a “job seeking” network to a “content
sharing” & “social selling network”
Key
Characteristics
• Personal profile – professional networking
• LinkedIn company page – website within LinkedIn
• LinkedIn groups – join, participate or start, manage
Main Areas
•Less evolved ad model - trackability issues
•Engagement
Challenges
16. YouTube
•Top social network
•87% of the world’s internet users use it
•2nd Largest Search Engine processing more than 3
billion searches per month
Users
•Largely, “How to” or explainer videos, event videos,
corporate branding, viral content
•Extremely integrated into Google’s ecosystem
Key
Characteristics
•Hard to create quality videos
•Hard to maintain regular cadenceChallenges
17. Facebook
• 1.8 Billion active users
• 1.66 Mobile usersUsers
• Personal space
• Highly visual
• High virality
Key
Characteristics
• Extreme degree of ad targeting possible
Advertising
Engine
• Signal Vs Noise
• Unsuccessful community
• Less effective user generated content
Challenges
20. • Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience — and, ultimately,
to drive profitable customer action. (Content Marketing Institute)
– Strategic
– Creation & Distribution
– Valuable content
• Reflect Credibility & Expertise
– Not try to sell (directly)
Definition
21. • Textual
– Blogs, In-depth Articles
– Social Media Updates
– Whitepapers, eBooks
• Visual
– Infographics
• Multimedia
– Webinars and Podcasts
Types of Content
22. • Share knowledge and
expertise
• Establish thought leadership
through educational content
• Provide answers to questions
• Get found on search engines
Objectives
23. GE LinkedIn Update
Objectives
Create content relevant for each
platform
For example:
Twitter – Short, quick, current updates,
ongoing conversations
Facebook – Highly Visual
LinkedIn – More professional and formal
Be active on relevant social channels with
the right information
Be in the eye line of the target audience
when they are looking for the information
Define the right frequency
Define the right tonality inline with your
brand image
Maintain consistency
Maersk Facebook Campaign
24. - Authoritative reports, more in-depth than blog
- Address specific business issues in detail – depth of research,
original point of view, invention / IP
- Demonstrate technical knowledge or business information
- Generally available on request
- Good weapons to use for specific targeted campaigns
Objectives
26. • Generate awareness
• Get qualified leads
• Move the prospects up
in the interest ladder
Options -
– Interviews with industry
leaders on a specific topic
– Product training
– Quick tips
– Panel Discussions
Objectives
31. • 80% B2B Buyers confirm taking more time to research & 82% view more sources
• Out of those in the industry using social media, 69% follow manufacturing
companies, while 47% look specifically for product or industry news while they’re
online. (Source @MazakCorp)
• 53% of them said Social Media played a role in their purchase decision
• 52% viewed 2 – 4 pieces of content before making a decision and a further 28%
viewed 5 – 7 pieces of content
• 83% of B2B Marketers use content marketing for lead generation
• 81% of businesses report their blog as “useful” or “critical” to B2B Lead Generation
• 65% of companies acquired B2B customers through LinkedIn in 2013……………..
(All stats from CMI & 2015 B2B Buyers Survey Report by DemandGen Report)
TheTale OfTheTape
32. • No one likes to be sold to – everyone likes to Buy
• Better informed prospects - sales person no longer the sole
controller of information
• Level playing field – your content as likely as anyone else’s to
be “found”
– Answer the Qs. target audience has
• Direct access to decision makers
– Engage first on social media & prove your credentials – warmer
connection
What Has Changed?
35. The New & Integrated Approach
Research identifies the area
getting funding / budgets
allocation - eg. Healthcare
Cos.
Content Creation: 1. White
Papers / User Case Studies –
for eg. “Training in Healthcare”
strength
2. Email Drafts – “Cold” +
“Nurturing” leads
Contact Discovery / Database
build up – for eg. companies in
the “Healthcare industry” area
or areas with comparable
parameters
Outreach – 1. Email campaigns
to share content + offer
introductions
2. Calling Campaign by
Telemarketing” team
Integrate into “Sales” process –
1. Follow up for “Leads”
generated
2. Feedback Loop for responses
received – inputs for Marketing /
Content
Social Media – start promoting
the content in targeted
channels – for eg. Healthcare
Training focused LinkedIn
groups
Influencer Marketing –
Identify Key influencers,
decision makers and start
tracking their social media
presence + engage with them
36. • Create a perception of the B2B brand on social media that
reflects the positioning
– Social Media Strategy
– Find and engage with communities of target customers – it’s a
conversation
• For example: LinkedIn groups
– Leverage Content
– Build an “Inbound” engine
The Dawn OfThe Social Selling Era
38. • Getting started is easier than staying the course
– Consistency & Quality
• Content Creation for B2B is more difficult
• Integration with Sales
– Age-old sales process and practitioners
– Where to integrate – breaking down the siloes.
• Measuring the ROI
– What to measure
– What impact are you looking for
The Entry Barriers