5 ways manufacturers can drive growth online final-

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  1. 1. 5 WAYS MANUFACTURERS CAN DRIVE GROWTH ONLINE
  2. 2. TABLE OF CONTENTS KEYWORD RESEARCH UNDERSTAND ONLINE TRENDS AROUND SEARCH TRAFFIC THAT ARE UNIQUE TO YOUR BUSINESS CONTENT MARKETING DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH PERSONS BUYING STAGE ONLINE SALES FUNNEL DEFINE A TOP, MIDDLE AND BOTTOM OF FUNNEL STRATEGY TO BETTER DEFINE WHERE AND WHAT CONTENT IS NEEDED PAID MEDIA CAN INCREASE YOUR ONLINE INQUIRIES AND COMPLIMENT YOUR WEBSITES CONTENT DEVELOPMENT STRATEGIES CONVERSION OPTIMIZATION CONVERT MORE TRAFFIC INTO INQUIRIES WITH OFFERS FOR EVERY BUYING STAGE LEAD NURTURING LEVERAGE EMAIL TO EDUCATE PROSPECTS PRIOR TO SALES REP HANDOFF MEASUREMENT TURN ONLINE DATA OVERLOAD INTO ACTIONABLE KEY PERFORMANCE INDICATORS
  3. 3. KEYWORD RESEARCH UNDERSTAND SEARCH TRAFFIC TRENDS THAT ARE UNIQUE TO YOUR BUSINESS
  4. 4. KEYWORD RESEARCH - UNDERSTAND SEARCH TRAFFIC TRENDS THAT ARE UNIQUE TO YOUR BUSINESS FACT Marketing research can produce a return only if someone acts on it. 5 Ways Manufacturers Can Drive Growth Online - Dr. Chuck Chakrapani, Professor at Ryerson College
  5. 5. http://searchengineland.com/search-illustrated-b2b-long-tail-seo-13237 In conjunction with your marketing strategies, it in critical to augment your go-to-market plans with online research. Understanding keyword traffic trends, including both broad search terms as well as long tail keywords, will help you prioritize and focus. The objective is to develop and track what keywords are "money" terms; meaning driving both sufficient search traffic as well as higher conversion. KEYWORD RESEARCH - UNDERSTAND SEARCH TRAFFIC TRENDS THAT ARE UNIQUE TO YOUR BUSINESS
  6. 6. Proprietary and Confidential 6 KEYWORD RESEARCH - UNDERSTAND SEARCH TRAFFIC TRENDS THAT ARE UNIQUE TO YOUR BUSINESS WHENWE HEAR THE PHASE KEYWORD RESEARCH, MANUFACTURERS OFTEN THINK OF MARKET RESEARCH, PRODUCT RESEARCH OR OTHER RESEARCH TYPES ASSOCIATED WITH LENGTHY DEVELOPMENT CYCLES. IN THIS CONTEXT, WERE REALLY TALKING ABOUT THE PROCESS OF IDENTIFYING WHICH PHRASES OR WORDS YOUR PROSPECTS AND CUSTOMERS ARE USING TO SEARCH FOR YOUR BUSINESS NAME, SPECIFIC PRODUCT, OR A UNIQUE SERVICE. KEYWORD RESEARCH CAN UNCOVER NOT ONLY WHAT PROSPECTIVE BUYERS ARE SEARCHING FOR, BUT HOW OFTEN POTENTIAL CUSTOMERS ARE KEYING IN SIMILAR PHRASES. UNDERSTANDING THESE INSIGHTS CAN HELP COMPANIES FORMULATE STRATEGIES AROUND PAID MEDIA MARKETING, SEARCH ENGINE OPTIMIZATION AND SOCIAL INFLUENCE. THE ULTIMATE GOAL IS TO INCREASE YOUR SEARCH ENGINE RANKINGS, GET MORE BUYERS TO YOUR WEBSITES, BLOGS AND OTHER IMPORTANT CONTENT THAT INFLUENCES BUYING BEHAVIOR. KEYWORD RESEARCH HELPS YOU UNDERSTAND SEARCH VOLUME AND TRAFFIC TRENDS BY MONTH, BASED ON KEYWORDS GATHERED FROM YOUR WEBSITE AND COMPETITORS WEBSITE. BY CAPTURING THIS INFORMATION, A CURRENT AND RELEVANT LIST OF KEY PHRASES AND SEARCH TERMS ARE DERIVED AND FOR MANY COMPANIES, DEEPEN THEIR UNDERSTANDING OF WHO THEY ARE COMPETING WITH ONLINE. KEYWORD RESEARCH INFORMS BUSINESSES ON WHAT SPECIFIC SEARCHES BUYERS ARE USING TO FIND YOU AND YOUR COMPETITORS. THIS CAN BE IMPORTANT FOR INFORMING BOTH YOUR ONLINE MARKETING AND TRADITIONAL MARKETING COMMUNICATIONS. THE RESULTS OF YOUR KEYWORD RESEARCH CAN ALLEVIATE DEBATE, SO YOU CAN MAKE DATA-DRIVEN DECISIONS ON HOW TO ORGANIZE YOUR WEBSITE, PRODUCTS AND OTHER MARKETING CONTENT BY KNOWING WHAT BUSINESS BUYERS ARE SEARCHING FOR.
  7. 7. ONLINE SALES FUNNEL DEFINE A TOP, MIDDLE AND BOTTOM OF FUNNEL STRATEGY TO BETTER DETERMINE WHAT INFORMATION IS NEEDED
  8. 8. CONTENT MARKETING -DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH STAGE IN THE ONLINE FUNNEL FACT 67 percent of the buyers journey is now done digitally.
  9. 9. ONLINE SALES FUNNEL- DEFINE A TOP, MIDDLE & BOTTOM OF FUNNEL STRATEGY TO BETTER DEFINE WHERE & WHAT CONTENT IS NEEDED Keyword research is the foundation for beginning to visualize an online marketing and sales funnel with acronyms called TOFU, MOFU and BOFU. Suspects (Top of Funnel) are visitors who are searching for general information. Prospects (Middle of Funnel) are gathering more specific information about products and solutions to their business needs. Buyers (Bottom of Funnel) are in individuals that are looking for specific product pricing or niche services.
  10. 10. ONLINE SALES FUNNEL- DEFINE A TOP, MIDDLE & BOTTOM OF FUNNEL STRATEGY TO BETTER DEFINE WHERE & WHAT CONTENT IS NEEDED TOFU TOP OF THE FUNNEL YOU'RE ATTRACTING AN AUDIENCE LOOKING FOR OPTIONS TO SOLVE GENERAL BUSINESS CHALLENGES. YOUR CONTENT SHOULD EDUCATE YOUR AUDIENCE ON HOW TO SOLVE A SPECIFIC QUESTION THAT THEY'RE LOOKING TO ADDRESS. AT THIS LEVEL, WE AREN'T AS CONCERNED ABOUT CONVERSIONS IN SPECIFIC LEADS, BUT MORE ABOUT SHARING INFORMATION THAT DRAWS ATTENTION TO YOUR ONLINE PROPERTIES. THIS TYPE OF CONTENT SHOULD BE READILY ACCESSIBLE ON YOUR SITE, AND ENCOURAGE ENGAGEMENT WITHOUT REGISTRATION REQUIREMENTS. COMMON CONTENT TYPES FOR THIS STAGE ARE BLOG POSTS, SOLUTION SHEETS AND "HOW TO" GUIDES. MOFU MIDDLE OF THE FUNNEL THE FOCUS IS ON CONVERTING UNIDENTIFIED VISITORS INTO LEADS, BY IMPLEMENTING ADDITIONAL ACTION- SUCH AS PLACING CONTENT BEHIND A WEB FORM THAT REQUIRES CONTACT INFORMATION IN EXCHANGE FOR VALUABLE CONTENT. YOUR CONTENT SHOULD CONTINUE TO EDUCATE AND POSITION YOUR COMPANY AS THE SOLUTION TO THEIR BUSINESS CHALLENGES. KNOWING WHAT SPECIFIC CONTENT ENGAGES YOUR PROSPECT IS IMPORTANT CASE STUDIES, ADVANCED EBOOKS, WHITE PAPERS AND INSTRUCTIONAL VIDEOS ARE EXCELLENT WAYS TO BUILD YOUR COMPANY'S CAPABILITIES AND CREDIBILITY. BOFU BOTTOM OF THE FUNNEL IN THIS STAGE OF THE FUNNEL, YOUR SUSPECTS ARE NOW CONSIDERED LEADS OR POTENTIAL BUYERS. IT IS LIKELY THAT THEY KNOW YOUR COMPANY AND ARE LIKELY ALREADY INTERACTING WITH INSIDE SALES TEAM OR FIELD SALES REPS. AT THIS POINT, AN INHIBITOR TO A SALE MAY BE A RELUCTANCE TO A MAJOR CHANGE. DEPENDING ON YOUR BUSINESS, FREE ASSESSMENTS, PRODUCT TRIALS AND PROGRAM AUDITS ARE EXCELLENT WAYS FOR THE LEAD TO ENGAGE AND FUTURE EVALUATE YOUR COMPANY. TACTICS LIKE THIS CAN GREATLY INCREASE THAT POTENTIAL BUYER INTO BECOMING A REVENUE GENERATING CUSTOMER.
  11. 11. CONTENT MARKETING DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH STAGE IN THE ONLINE FUNNEL
  12. 12. CONTENT MARKETING -DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH STAGE IN THE ONLINE FUNNEL FACT The objective is not to create information. The objective is to create useful information.
  13. 13. CONTENT MARKETING -DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH STAGE IN THE ONLINE FUNNEL With a visual online funnel developed, the focus shifts to start mapping relevant and useful information into your potential customers buying process. Whether leveraging existing content or creating a new piece of content, you must take the buying process into consideration. By delivering the right information to the right person at the right time, builds credibility with the buyer and facilitates moving them further down the buying path, that favors your company.
  14. 14. BUILDINGA CONTENT STRATEGY THAT SUPPORTS AN ONLINE SALES FUNNEL MEANS YOU MUST CHOOSE THE MOST EFFECTIVE CONTENT FOR DRIVING LEAD GENERATION TO GROW YOUR BUSINESS. DIFFERENT TYPES OF BUYERS WILL WANT, AND NEED, A VARIETY OF CONTENT TYPES DURING THEIR RESEARCH AND PURCHASE PROCESS. NEWLY ENGAGED CLIENTS DONT NEED THE SAME CONTENT AS THOSE WHO ARE ALREADY FAMILIAR WITH YOUR BRAND AND ORGANIZATION. DEVELOPING A POTENTIAL BUYING PROCESS, AND BRAINSTORMING WHAT KINDS OF CONTENT THEYLL NEED AT EACH STAGE OF THEIR ENGAGEMENT WITH YOUR COMPANY, WILL ALLOW YOU TO ALIGN AND PUBLISH RELEVANT CONTENT THAT IS MOST EFFECTIVE. FOR THE THREE MAIN BUSINESS BUYING STAGES, THE FOLLOWING CONTENT GENERALLY APPLIES: AWARENESS STAGE - A VISITOR HAS IDENTIFIED A BUSINESS NEED AND IS SEEKING INFORMATION TO EDUCATE THEMSELVES ABOUT YOUR KNOWLEDGE AND EXPERTISE. EXAMPLES INCLUDE; WEBSITE CONTENT, LANDING PAGES, BLOGS, WHITE PAPERS, EBOOKS, BANNER ADS, PAID MEDIA AND VENDOR WEBSITES CONSIDERATION STAGE - THE PROSPECT HAS PROVIDED CONTACT INFORMATION AND IDENTIFIED THAT YOUR COMPANY MAY HAVE A SOLUTION WILL EVALUATE YOUR OFFERINGS. EXAMPLES INCLUDE; WHITEPAPERS, CHECKLISTS, BEST PRACTICES, EMAIL NURTURE CAMPAIGNS, NEWSLETTERS, WEBINARS AND DATASHEETS DECISION STAGE - THE LEAD IS A QUALIFIED OPPORTUNITY AND YOU ARE FOCUSED ON STRATEGIC CONSULTATIONS, SPECIAL AUDITS OR SALES REP MEETINGS. EXAMPLES INCLUDE; PRODUCT DEMONSTRATION VIDEOS, CASE STUDIES, TESTIMONIALS, PRODUCT AND COMPETITOR COMPARISONS CONTENT MARKETING -DEVELOP AND MAP OUT MARKETING CONTENT SPECIFIC TO EACH STAGE IN THE ONLINE FUNNEL
  15. 15. CONVERSION OPTIMIZATION CONVERT MORE TRAFFIC INTO INQUIRIES BY CREATING PERSONAS FOR KEY DECISION-MAKERS AND INFLUENCERS
  16. 16. FACT Conversion rate and website traffic are the top measures of marketing success for B2B marketers. CONVERSION OPTIMIZATION- CONVERT MORE TRAFFIC INTO INQUIRIES BY CREATING PERSONAS FOR KEY DECISION-MAKERS AND INFLUENCERS
  17. 17. CONVERSION OPTIMIZATION- CONVERT MORE TRAFFIC INTO INQUIRIES BY CREATING PERSONAS FOR KEY DECISION-MAKERS AND INFLUENCERS Once you have developed a plan around specific content by buying stage, turn your attention to the unique buyer personas. Every person buys in a different way, but most can be categorized along these four buying personas, which means your content and offers must engage them in a unique way. For example, by developing buying personas for a procurement manager, an engineer, a maintenance manager and key decision-maker and aligning your information to each of their specific needs, conversion rates will increase significantly. Source: BRYAN AND JEFFREY EISENBERG
  18. 18. DO YOU KNOW THE FOUR DECISION MAKING PERSONA TYPES OF YOUR AUDIENCE? YOUD BETTER! LEARNING HOW TO RECOGNIZE AND ACCOUNT FOR THE PERSONAS (COMPETITIVE, METHODICAL, SPONTANEOUS, HUMANISTIC) PLAYS A CRITICAL FACTOR IN DEVELOPING AND OPTIMIZING CONTENT THAT EFFECTIVELY CONVERTS. EACH PERSONA REQUIRES DIFFERENT INFORMATION, WITH DISTINCT HOT-BUTTONS AND TURN-OFFS, TO MAKE A DECISION. SOME PERSONAS MAY CONSUME CONTENT IN DETAIL, WHILE ANOTHER PERSONA SCANS OR SKIPS SOME CONTENT COMPLETELY. THE FOUR BUYER PERSONA TYPES (A.K.A. PERSONALITY TYPES, BUYER MODALITIES, DECISION-MAKING PERSONAS, ETC.) IDENTIFIED BY CONVERSION EXPERTS BRYAN AND JEFFREY EISENBERG ESSENTIALLY SEGMENT DECISION MAKING INTO FOUR QUADRANTS BASED ON PACE (SLOW VS. FAST) AND PERSUASIVE INFLUENCES (LOGIC VS. FEELING). COMPETITIVE EXAMPLE: PLANT MANAGER FAST, LOGIC-BASED DECISIONS- WHY ARE YOU THE BEST ? METHODICAL EXAMPLE: ENGINEER SLOW, LOGIC BASED DECISIONS- HOW DOES YOUR PRODUCT OR PROCESS WORK? SPONTANEOUS EXAMPLE: PRODUCT MANAGER FAST, EMOTION-BASED DECISIONS- WHY SHOULD I CHOOSE YOU NOW? HUMANISTIC EXAMPLE: MAINTENANCE MANAGER SLOW, EMOTION-BASED DECISIONS- WHO USED YOUR SOLUTION TO SOLVE MY PROBLEM? INDIVIDUALS TYPICALLY ALIGN TO ONE OF THE QUADRANTS- THOUGH THEY MAY CHANGE QUADRANTS BASED ON THE TYPE, OR COMPLEXITY, OF THE DECISION BEING MADE. IF YOU HAVEN'T CONSIDERED BUYER PERSONAS, CHANCES ARE YOURE NOT PERSUADING ONE OR MORE OF THE BUYER PERSONA TYPES, AND THEREFORE MISSING CONVERSION AND SALES OPPORTUNITIES. CONVERSION OPTIMIZATION- CONVERT MORE TRAFFIC INTO INQUIRIES BY CREATING PERSONAS FOR KEY DECISION-MAKERS AND INFLUENCERS
  19. 19. PAID MEDIA DRIVE INCREMENTAL ONLINE TRAFFIC FOCUSED ON KEYWORDS RELATED TO YOUR CORE PRODUCTS AND SERVICES
  20. 20. PAID MEDIA- DRIVE INCREMENTAL ONLINE TRAFFIC FOCUSED ON KEYWORDS RELATED TO YOUR CORE PRODUCTS AND SERVICES FACT Studies show that web users predominantly click on the top four results for any particular search, and then move on.
  21. 21. PAID MEDIA- DRIVE INCREMENTAL ONLINE TRAFFIC FOCUSED ON KEYWORDS RELATED TO YOUR CORE PRODUCTS AND SERVICES With content mapping and buyers personas in place, visits and conversion rates for your online properties, will increase. However, its important to remember that organic traffic accounts for just 13% of page one results. If your products and services dont show up when buyers search online, odds are that your business is missing sales opportunities. In contrast, paid media advertising (yellow) accounts for nearly 30% of the real estate on top search results. By balancing paid media with organic traffic, potential buyers finding you can be increased considerably.
  22. 22. MOSTB2B COMPANIES WON'T CONSISTENTLY SHOW UP ON THE FIRST PAGE OF SEARCH ENGINE RESULTS; OTHER THAN PERHAPS THEIR COMPANY NAME OR SOME POPULAR PRODUCT BRAND TERMS. KEYWORD RESEARCH REVEALS FOR MOST BUSINESSES, THIS TRAFFIC GENERALLY REPRESENTS ONLY 10%-15% OF THE POTENTIAL ONLINE SEARCHERS YOU COULD BE GETTING. WHILE BUILDING A COMPREHENSIVE CONTENT MARKETING PLAN WILL IMPROVE YOUR ORGANIC TRAFFIC, A BALANCED APPROACH MAY INCLUDE PAID MEDIA. ACCORDING TO RECENT STUDIES, A B2B COMPANY WITH 50+ EMPLOYEES IS GETTING ABOUT 700 UNIQUE VISITS WEEK TO THEIR WEBSITE. ON AVERAGE, WEBSITES CONVERT VISITORS INTO INQUIRIES AT AROUND 3%, MEANING 700 X .03 = 21 INQUIRIES. BASED ON THOSE CALCULATIONS, BUSINESSES THAT RELY SOLELY ON ORGANIC WEBSITE TRAFFIC MAY BE WOEFULLY UNDERSERVED; MEANING POTENTIAL BUYERS JUST ARENT FIND YOU. AUGMENTING ORGANIC TRAFFIC WITH A WELL-PLANNED PAID MEDIA CAMPAIGN CAN INCREASE TRAFFIC AND DRIVE MORE INQUIRIES. AN PAID MEDIA CAMPAIGN, THAT IS WELL-DESIGNED AND MANAGED, CAN HELP YOUR PRODUCTS AND SERVICES SHOW UP ON THE FIRST PAGE OF SEARCH ENGINE RESULTS FOR HUNDREDS OR THOUSANDS OF KEYWORDS. PAID MEDIA CAN FILL THE GAP WHERE YOU DONT YET HAVE AN ORGANIC PRESENCE TO ENSURE THAT YOURE FILLING YOUR FUNNEL WITH PROSPECTIVE CUSTOMERS. THE GOAL IS TO ENSURE THAT YOU ARE USING A BALANCED APPROACH BETWEEN ORGANIC AND PAID MEDIA. BY MAXIMIZING YOUR ONLINE PRESENCE, YOU CAN GROW AWARENESS AND PROSPECTS, YET ENSURE A BUSINESS PAYBACK. PAID MEDIA- DRIVE INCREMENTAL ONLINE TRAFFIC FOCUSED ON KEYWORDS RELATED TO YOUR CORE PRODUCTS AND SERVICES
  23. 23. LEAD NURTURING A SERIES OF COMMUNICATIONS TO EDUCATE PROSPECTS AND CUSTOMERS DEPENDING ON THEIR BUYING STAGE AND INTEREST
  24. 24. LEAD NURTURING- A SERIES OF COMMUNICATIONS TO EDUCATE PROSPECTS AND CUSTOMERS DEPENDING ON THEIR BUYING STAGE AND INTEREST FACT Email Marketing is the #1 channel for driving leads and revenue- 57% of marketers find email to be the most effective way to nurture leads- MarketingSherpa 2012 Lead Generation Benchmark
  25. 25. SEO PPCSocial Landing Page Leads LEAD NURTURING- A SERIES OF COMMUNICATIONS TO EDUCATE PROSPECTS AND CUSTOMERS DEPENDING ON THEIR BUYING STAGE AND INTEREST An increase in online traffic and conversions, will result in many more prospect inquiries than previously. Much like a manufacturing process, this may result in bottlenecks further down the funnel and cause delays in your ability to handle leads in a timely and relevant way. Thats where marketing automation or lead nurturing campaigns can help your sales teams be more effective and efficient. By engaging with recent and relevant c...