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First 90 days of a B2B Digital Marketing Strategy

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First 90 days of a B2B Digital Marketing Strategy

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Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.

Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.

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First 90 days of a B2B Digital Marketing Strategy

  1. 1. The First 90 Days of a Digital Strategy Steve Cummins Director, Digital Marketing Presented at BMA-NJ Digital Marketing Summit April 9th 2013
  2. 2. Any image on this presentation with a is pinned at http://pinterest.com/stevejcummins/first-90-days/ Sometimes, it’s best to explain things with an image……
  3. 3. What is Digital Marketing? • Online • Social • Web • Community • “Free” • QR Codes • “………”
  4. 4. This graphic, based on the iconic London Underground map, shows the complexity, and inter-relationships, of Digital Marketing
  5. 5. The First 90 Days Baseline & Benchmarking Building the Foundation Implementation
  6. 6. Based on my Experiences at these fine companies…. www.DittmanIncentives.com www.pewa.Panasonic.com
  7. 7. The First 30 Days Baseline & Benchmarking
  8. 8. Website Traffic Ranking – using Alexa.com xxx,xxx xxx,xxx
  9. 9. Dig Deeper into Your Site – Using Google Analytics
  10. 10. Dig Deeper into Your Competitor’s Digital Presence “Evaluate their site visually; run an alexa ranking; see how they rate on Google search for common keywords”
  11. 11. “Evaluate their social media activity; how they use each platform; how much interaction occurs”
  12. 12. Digital Presence Benchmarking *Alexa ranking is a relative measure of web traffic over last 3 months No Presence Low Activiy Active ✔ Best In Class Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook Achievers 184,174 ✔ ✔ ✔ OC Tanner 318,925 ✔ ✔ Vimeo ✔ Globoforce 348,903 ✔ BI Worldwide 764,745 ✔ Flikr Madison Performance Gp 1,279,602 EIM 2,064,300 JNR Corp 3,044,924 ✔ ITA 3,051,042 Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent Motivaction 4,126,647 Sales Tools Spear One 5,370,815 Travel US Motivation 5,644,547 News feed Motivation Excellence 19,149,540 EGR International 23,404,157 Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook Achievers 184,174 ✔ ✔ ✔ OC Tanner 318,925 ✔ ✔ Vimeo ✔ Globoforce 348,903 ✔ BI Worldwide 764,745 ✔ Flikr Madison Performance Gp 1,279,602 EIM 2,064,300 JNR Corp 3,044,924 ✔ ITA 3,051,042 Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent Motivaction 4,126,647 Sales Tools Spear One 5,370,815 Travel US Motivation 5,644,547 News feed Motivation Excellence 19,149,540 EGR International 23,404,157 “Create a simple Excel matrix for your competitors; rate their activity on all social platforms; look for trends, gaps & opportunities”
  13. 13. WebSite Audit (Fee Required) “Run a quick website audit – the free ones give you a good first look; pay for more details” Your_url.com
  14. 14. Developing a Keyword List – “Quick & Dirty” • Internal Survey – “How would you describe what we do?” – “How do you think our customers would search for us on Google?” • Alexa • Wordclouds – Company website – Competitors
  15. 15. Use Wordle with the text from your top 5 webpages, or your Linkedin profile to see what your copy currently focuses on “Do the same with text from your competitor’s website or boilerplate too!”
  16. 16. Google Tools (Less Quick, Much Cleaner)
  17. 17. Start Talking the Talk • Develop some definitions relative to Company Goals • Encourage Use of new Vocabulary • Show the difference between social media & digital marketing
  18. 18. 1) Communication across multiple Digital Channels, including Social Media, Websites & Mobile Devices 2) A strategy to interact and engage with clients & prospects 3) A way to leverage new technologies to promote the company and improve our services What is Digital Marketing? (Example)
  19. 19. 1) Digital Communication with Immediacy and Reach 2) A vehicle to interact and engage with clients & prospects 3) Platforms to Communicate to different segments, in a variety of formats, with multiple versions of a core message What is Social Media? (Example)
  20. 20. 1) Generate Prospects & Leads 2) Strengthen Brand Image as “Industry Expert” • Level playing field with larger competitors 3) Broaden Interaction with Existing & Potential Clients • More frequent touches; deeper engagement 4) Increase Traffic to Website Goals of our Social Media Activity (Example)
  21. 21. Our Social Media Usage 1. Connect with Extended Sales Force – Distributors – Sales Representatives (3rd party) 2. Strengthen our position as a Technical Resource for our customers 3. Develop conversations with our customers “To put us at the center of the conversation” (Example 2)
  22. 22. The Next 30 Days Building the Foundation
  23. 23. image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/
  24. 24. 26 Source: Buddy Media / Lumia Partners
  25. 25. Develop Personas “Hubspot has a great template for Persona develpment:”
  26. 26. Pick the Social Media Channels To Use & Why (Example) Broadcast information to our sales team and our customers • Product information • Events • Industry news Share “How-To” information in customer’s preferred format • Product features • Troubleshooting • Training Develop technical content for customers; puts a human face on the Company • Using our products effectively • Troubleshooting / FAQs • Market Trends Our online social identity • Connects us with our customers (esp. Purchasing) • Market trends & research • New – updates to followers
  27. 27. • Information Source / Sharing • Informal; links / photo / video driven • Become an Industry Resource • Highlights Company as an Industry Lynchpin, a “go-to” resource • Strengthens brand awareness and reputation • Share Blogs, News, Event Photos, 3rd Party Information • Use the 4:1:1 theory – 4 shares, 1 educational, 1 sales-y • 1-2 tweets per day • Goal: One Prospect per month into CRM in Q3 • Average 5 “clickthru+ReTweet” per Company tweet Twitter – 256 Followers; No activity Channels – Benchmark & Define (Example)
  28. 28. How to Design Your Social Media Pages?
  29. 29. The Final 30 Days Implementation
  30. 30. “Develop a written implementation plan with milestones; establish an editorial calendar”
  31. 31. Developing a Content Grid http://blog.eloqua.com/the-content-grid-v2/
  32. 32. Use Videos to attract a different audience… “Videos can be developed cheaply (less than $1000 for this one); and can be shared on multiple platforms” http://youtu.be/yjcEchBIvuA
  33. 33. Train your team… “Teach people about Digital Marketing; why are you doing it, how they can help, why it’s going to make their job easier….”
  34. 34. Create Internal User Guides (Example) Blog Posting Guidelines
  35. 35. Style Length Philosophy Purpose & Goal Blog Semi-Formal /Conversation 200-600 words Thought Leadership; Content Creation SEO; Client Engagement LinkedIn Formal 20 – 40 words + link/photo Credibility; Thought Leadership; Corporate Personality Prospecting; Client Engagement Twitter Informal 100-140 character incl. link Sharing Information; Go-to Resource; Knowledgeable Prospecting; Reputation enhancing Google+ Semi-Formal 100 words +link/photo Credibility; Thought Leadership; Corporate Personality SEO Tumblr Informal Photo plus 40 words Highlighting “Thumbprint” Travel Experiences Client Engagement; Sales call follow-up Pinterest Informal Image To enhance travel experience Winner/Guest satisfaction Training – Digital Platform Summary (Example)
  36. 36. 90 Days +
  37. 37. “Keep feeding the beast…” Photo by William Warby http://www.flickr.com/photos/wwarby/
  38. 38. Resources Whitepapers, e-books, Top10’s The Tao of Twitter @MarkWSchaefer Social Marketing to the Business Customer Paul Gillin Optimize @LeeOdden BusinessGrow.com http://biznology.com/
  39. 39. Let’s Keep Talking…. www.SteveJCummins.com LinkedIn.com/in/SteveCummins @SteveJCummins / S t e v e J C u mmi n s “T h e F i r s t 90 D a y s

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