7 steps to brilliant b2b digital marketing cim cumbria 24 sept 13

7 steps to brilliant b2b digital marketing

with

René PowerDigital & Business Development DirectorBDB

Gearing up to deliver brilliant b2b digital marketing campaigns that achieve ROI objectives

@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

Upd

ated

con

tent

for a

utum

n 20

13

18 years in B2B marketing across a variety of sectors

Accomplished international (digital) marketer and business developer www.bdb.co.uk

Respected blogger www.marketingassassin.co.uk and www.smartinsights.com and published author

In demand b2b and digital marketing speaker

Passionate b2b marketer and advisor

About me

@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

Who has a documented digital marketing plan with SMART objectives assigned?

Who runs a website?

Is it designed around what customers want or what you want to tell them?

Who has a focused approach to search engine optimisation?

Who has access to analytics? Who uses analytics to improve what they do?

Who is using content to drive engagement, data capture and interest?

Are you using social media to drive brand engagement further?

About you

@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

Running before you can walk?

Not cool.

@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

Being seduced by the dark side of technology?

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Not seeing results?

You’re not alone….

@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

61% of respondents to Dave Chaffey’s 2013 Smart Insights survey said they didn’t have a digital marketing strategy written down.

Why do so many companies fail?

• They make assumptions– Audiences haven’t evolved– Haven’t moved online for information needs– Don’t have confidence with digital tools and technology

• Haven’t learnt how to listen and ask the right questions

• Don’t engage, advise, help, inform, entertain, develop

Why do b2b companies fail online?

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Part I: The planningPt I: The planning

• Why? – Information is the primary

driver in B2B specification– Why? Professional buyers

seeking assurance– Browser mentality:

supplier research is predominantly conducted online

– You can’t measure effectiveness without goals or a benchmark

No 1. Don’t dip your toe; set a strategy

Doing things right ordoing the right things?

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• Focuses activity • Sets tangible goals• Helps secure buy in at all levels• Assists financial & resource investment• Identifies / prioritises target audience• Understand channels / how they are used• Encourages use of channels

=> By design, likely to lead to more successful digital marketing

Making a case for digital

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http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg

SOSTAC – a framework for digital marketing planning

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• Digital SWOT • Online value

proposition• Return on

investment measured by– Sales– Savings– Attribution– Customer satisfaction

What goes into a B2B digital strategy

The organisation Strengths - S Weaknesses - W 1. Existing brand 1. Brand perception 2. Existing customer base 2. Intermediary use 3. Existing distribution 3. Technology skills 4. X-channel support Opportunities - O SO strategies WO strategies1. Cross selling Leverage strengths to Counter weaknesses through2. New markets maximise opportunities exploiting opportunities3. New services (Attacking strategy) (Build strengths for attacking 4. Alliance/co-branding strategy) Threats - T ST strategies WT strategies1. Customer choice Leverage opportunities to Counter weaknesses and threats2. New entrants minimise threats (Build strengths and defensive 3. New competitor processes (Defensive strategy) strategy)4.Channel conflicts

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• Who they are• Where they go• What’s being asked or

discussed• What’s missing• Who’s helping• Who needs help

Know your audience

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Know preferred channels and how they are used

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Create online propositions

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Support channel integration

http://www.customerchampions.co.uk/customer-journey-mapping-cjm/ @renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

Part II: The doingPt II: The doing

• Why? • Your website is most likely the

first port of call– 36% of B2B buyers look at

supplier sites during problem resolution

– 49% of B2B buyers look at supplier sites to shortlist

– 18% of B2B buyers look at supplier sites to make final supplier selection*

• Your website provides that crucial first impression*2012 Buyersphere survey

Step 2: Establishing home base

With over 10m .co.uk sites registered and 644m live sites worldwide – how do you stand out?

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Dell business website

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BOC online b2b website

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Oliver Valves b2b website

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UPS b2b website

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Pentair Safety Systems UK b2b website

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• Why? – Search is everything– Customers browse on their

terms– You have a great site = don’t

leave it as a great art in a dark, concealed room

Step 3: Getting and staying found

Search optimised sites can make or break businesses…and careers

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• Use Google Adword tool for keyword analysis• Set primary keyword/s per page• Assess competition• Meta data - First 70 and 200 words and density• Meta description • Page titles, h1 tags and alt tags• Anchor text• Calls to action

On page SEO checklist

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Atlas Copco optimised for search

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BOC optimised for search

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Off page SEO

PPC

PPC

Organic

Off page SEO

Trade media

Trade associations

Directories

Search engine indexes

Social media

BloggersNews sites

Main-stream press

Website

Top Internet

sites

Discussion portalsTrade shows

Conferences

Link bait

• Why? • Use content to attract

customers• Demonstrates authority• Builds reputation• Creates trust which leads to

transaction

Step 4: Driving inbound interest

Deliver useful and relevant information to customers when they most need it

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• Agree what success looks like• Assign responsibility incl. senior

level sponsor• Audit what you have• Visit watering holes• Curate• Create• Repackage and repurpose• Create a calendar• Walk before you can run

Inbound marketing checklist

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Content marketing mapping

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Nokia Siemens inbound content

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GE inbound content

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Corning inbound content

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Nutraingredients.com inbound content

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Source: Being Your Brand Social Media Report 2012

Step 5: Going social

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How do we want to be perceived?

What are we going to say, share, comment on?

How are we going to do it?

Who do we want to be associated with?

Who do we want to influence?

Who do we want to engage?

What are important issues to our audience?

How can we help, advise, add value?

Can we do this frequently?

Can we measure if / how our content matters?

How are we going to measure if audiences care?

How are we going to measure our relevance?

Do you (or can you) CARE?

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Keep it simple Be persuasive

and credible

Do something different...like help

Feedback dialogue not monologue

Engage...tell a story

Be personable...

care

‘Sticky’ social media checklist

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How social affects search

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Ingersoll Rand on Facebook

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PWCPWC engagement on Facebook

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• Why? • Businesses can’t just help• They need to turn a profit• Finesse landing pages

– Tease and tantalise– Provide sign posts to action

Step 6: Turning traffic into leads

Always have a next step or action that the customer is inspired to take

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Achieving better conversion

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www.Itsinsidethatcounts.co.uk http://www.anglianhome.co.uk/windows-landing/index.aspx www.adobe.com/SiteCatalyst

Part III: The analysis and improvement

Pt III: The analysis & improvement

• Why? …Really!?– Set up goals/funnels and assign value– Use forward and reverse path analysis

to indicate most popular/effective content

– Use event tracking to monitor calls to action

– Use content experiments to test/increase performance on key pages

Step 7: Make analytics your friend

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Buzz by no of posts buzz by impressions shift in buzz channel

buzz asset popularity buzz by customer type mainstream media

mentions growth rate of fans follows friends contacts no of pass

alongs recommends embeds bookmarks subscriptions page

views clickthroughs changes in search ranking type reach channel

geography volume of posts impressions time spent clicks

contributions by bloggers chatrooms wikis online sales offline sales

savings change in share AEV event response

email open rate by time / region event attendance

buazz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls

virtual gifts tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention complaint handling

cost per click satisfaction feedback dwell time on site

bounce rate cost per customer

You can’t track what you can’t measure – but look at all this!

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• Consider the impact of action / no action• Consider customer journey and experience• Set a strategy• Invest in your website• Improve your search visibility• Become useful and relevant• Go social with purpose• Work hard on conversion• Monitor and use analytics

Summary

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And remember above all else

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All content taken from “Brilliant B2B Digital Marketing” book (PDF)

Request a free review copy by email / Twitter DM

This and 100’s of other guides and resources are available to Smart Insights Expert members.

rene@bdb.co.uk

www.bdb.co.uk

@renepower

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Brilliant B2B Digital Marketing

Please check with Rene Power before using any images contained in this presentation