This document discusses the importance of digital marketing as an integral part of promotional strategies, emphasizing content creation and engagement with consumers. It highlights the shift from interruption advertising to inbound marketing and outlines best practices for search engine optimization (SEO) and social media engagement. The content must be useful and mobile-friendly in order to attract and retain business customers, making effective use of various channels such as blogging, video, and social media.

1. With Customers Online
Everywhere – Digital MUST Be
Part of Your Marketing Mix
Presented by
Leah Averre Smith

2. LEAH AVERRE SMITH
Interactive Director
Anderson Direct Marketing
laverre@andersondm.com
858-435-7519
FUN FACTS:
• Bachelor of Arts in Theater
• Appeared as an extra in the movie Boogie Nights
• Plays acoustic guitar
• Dog, Harry, is an AKC-registered “Wedontknow”
BACKGROUND:
• 12 years of digital marketing, multi-channeled
promotional programs and interactive platforms
• Industry expertise in pharmaceutical,
biotechnology, healthcare
• B2B, B2C

3. What Is Digital Marketing?
 Blogs
 Podcasts
 Video
 eBooks
 Enewsletters
 Whitepapers
 SEO
 Social media marketing
…also called
“Inbound Marketing”

5. Inbound Lead Generation

6. Inbound Conversion Rates

7. Nutritional Supplement Industry
2012 Nutritional
Supplement Industry had
32 billion in revenue
Expected to double by
2021

8. 74% of B2B
executives still find
direct marketing
effective.

10. A shift away from “interruption” advertising
9 out of 10 business buyers
say when they are ready to
buy, they will find you.

11. Customers
are well informed,
engaging in many conversations
before their
first conversation
with your brand.

12. “How can we proactively
insert ourselves into the
conversations of our
customers?”

13. Sales Funnel

14. Be Where Conversations Are
Being part of the conversation means
being there when prospects and
customers are:
 Educating themselves about your
industry
 Getting referrals from their network
 Consuming brand-provided content
 Seeking more information from you
to ensure your brand is a trusted
source and content expert
 Conversing with your brand once
they are a customer

15. B2B Marketing Behavior
81% web search
50% advice
from peers
48% engage in online
industry conversations
41% thought leader
blogs

16. 131 billion website
searches a month
110 average searches per person
per month
How do you show up in search results…?

17. Search Results Overview
Two types of Search Results
 70% Search Engine
Optimization (Natural)
• 60% of SEO clicks are from
the top 3 results displayed
 30% Search Engine
Marketing (SEM/PPC)
• Pay/bid on keywords
• Provides nearly instant
results, is scalable and can
be turned off/on or dialed
up/down within a short lead
time
30% of clicks
70%
of
clicks
PAIDADS
(SEM)

18. SEM (Paid Search)
 Well-managed ad word and ad
text campaign
 keyword and/or geolocation
specific
 Continue the conversation by
taking user from clicking on the
ad to a landing page that has
corresponding language
See at right…
Person receives direct mail piece
or searches “Mediterranean
cruise,”—the landing page they’re
taken to is Mediterranean-specific
Direct Mail
Microsites
Mobile-friendly
Search

19. Four Pillars of SEO Success
Link
Building
Search engines attribute
a large portion of
engines’ algorithms to
link-based factors
Building inbound and
outbound links from
trustworthy sites in
order to gain popularity
globally and via
local/topic-specific
websites
Technical
Structure
Ensuring the
structure behind
the website is
technically set up
to provide search
engines
information
suggesting you’re
an authority on a
subject
Content &
Blog
Gain a steady stream of
new visitors to your
website by refreshing
website content and by
blogging
Attracting new visitors is
how your blog grows,
by converting those
new visitors into regular
readers and customers
A/B & MV
Testing
Gain more conversions
by designing based on
what your customers
are telling you they like
Test where to place
your call-to-action
button, what images
resonate, where to
place your online form,
and more
If your website sells dog
houses, earning links from
the Society of Dog
Breeders matters much
more than earning links
from an off-topic, roller
skating site
Examples
57% of marketers
acquire customers
through blogging1
The code behind a
website is like brail
to search engines; if
it’s not done
correctly the search
engine is blind to
the content
1. 120 Awesome Marketing Stats, Charts, & Graphs, HubSpot, April 2010 , 2.The A/B Test: Inside the Technology That’s Changing the Rules of Business by Brian Christian.
$75 million
incremental lift
raised for Obama
campaign attributed
to A/B testing2

20. Acquiring Leads Through Blogs
slide 20

21. Content Drives Conversation
High quality content with value attracts more followers!
Videos attract
more followers.
YouTube is the
second largest
search engine!
Social media
contests attract
more followers!
Photo contests,
sweepstakes,
gamification, etc.
White papers,
surveys, polls,
infographics
Blogging
enhances SEO
and increases
brand awareness

22. Content Must Be Useful
75% of B2B said they want less
marketing content and more
content that helps them build a
business case
…and if it’s useful they’ll share it!
• 79% via email
• 53% via LinkedIn
• 39% via Twitter

23. And the more your content is
shared, the more search engines will
begin to see you as an expert in that
content area!

24. What type of content does B2B like?

28. Google (YouTube) Top Video Destination

29. …And you better be mobile-friendly.

32. If an email doesn’t look good…
69%
delete it
18%
unsubscribe

33. Mobile- Friendly Emails
1. Enlarge Fonts
2. Scale (320-550px)
3. Call To Action
4. Streamline
5. Images
6. Cut to the Chase
7. Layout
8. Be Obvious
9. Finger Targets
10. Ergonomics
http://litmus.com/blog/anatomy-mobile-email

34. A
C
D
F
G
H
I
E
A. Pre-header message
B. “Golden Rectangle” (aka Preview)
• Top 250-300 pixels
• Portion of text most often seen
• Recipient should be able to determine: who,
what, convert
C. Website navigation
D. Introduction, Main CTA
E. Promotion
F. Secondary CTA
G. Footer Navigation
H. Unsubscribe/Subscribe
I. Physical Address
B
Anatomy of Email

35. What Makes Them Open an Email?

36. What Email Do They Like?
 Special Offers
 Real-time delivery
tracking
 Promotions
 New product
announcements
 Newsletters

37. When Do They Like Getting Email?

39. B2B Social Media
77% of B2B companies
acquired a customer
through Facebook
Twitter (55%)
LinkedIn (51%)

40. Social Media Improves Search Results

41. More Followers Equals More Leads

42. Social Media Helps SMBs

43. MusclePharm Facebook
MusclePharm
cultivated
customers by
using social
media effectively.
300,000
followers on
Facebook; helps
develop personal
relationships with
their customers

44. In Summary
 Integrate digital/inbound strategies into your
marketing mix
 Be a content expert in the eyes of search
engines
 Provide useful content that helps your
customers build business cases
 Be mobile
 Use social media to build relationships with
your customers

45. Thank you!
Questions?

46. Helpful Resources

47. Check out this video on B2B
Marketers Behavior

48. Helpful Resources
1. Excerpt: MarketingSherpa Benchmark Report, 2012 Email Marketing: Research and
insights for engaging email subscribers
2. Earnest, Vital Statistics for B2B Marketers Two. Inbound vs. Outbound, Sep 11 2012
3. A DemandGen Report: Breaking Out Of The Funnel: A Look Inside the Mind of the New
Generation BtoB Buyer
4. http://www.forbes.com/sites/davidlariviere/2013/04/18/nutritional-supplements-flexing-their-
muscles-as-growth-industry
5. http://earnestagency.wordpress.com/2012/09/11/vital-statistics-for-b2b-marketers-two-
inbound-vs-outbound/
6. http://www.emailmonday.com/mobile-email-usage-statistics
7. http://www.mobify.com/blog/13-stats-to-convince-your-boss-to-invest-in-mobile-in-2013/
8. http://www.marketingcharts.com/direct/frequency-of-blogging-makes-a-difference-for-
customer-acquisition-21276/