b2b digital marketing priorities 2013 (smartinsights conference)

Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:

B2B Digital Marketing Priorities for 2013

René PowerDigital & Business Development DirectorBDB

The seven areas you should be focusing on in 2013

Are you a digital magpie or owl?

• Impulsive• Reactive• Likes new shiny things • Wise

• Thoughtful• Methodical

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Agenda Priority 1: Why your business needs a digital strategy Priority 2: Establishing an effective home base Priority 3: Getting and staying found Priority 4: Developing inbound interest Priority 5: Going social Priority 6: Turning traffic into leads Priority 7: Making analytics your friend

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About me 18 years in B2B marketing Accomplished international (digital) marketer and

business developer www.bdb.co.uk Respected blogger

www.marketingassassin.co.uk In demand digital marketing speaker Author Brilliant B2B Digital Marketing An owl (with a taste for shiny things!)

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Priority 1: Set a strategy Why?

Information is the primary driver in B2B specification Browser mentality: supplier research is predominantly

conducted online Applying a robust approach to being found when

customers are looking increases

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Poll [1] Do you have a documented digital strategy?

31% on webinar said yes 63% on webinar said no 6% on webinar didn’t know

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Benefits of a B2B digital strategy 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

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What goes into B2B digital strategy? Digital SWOT Online value proposition Return on investment

measured by Sales Savings Attribution Customer satisfaction

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Priority 2: Establishing home base Why? There are over 10m .co.uk sites registered and

644m live sites worldwide 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

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Hallmarks of brilliant B2B websites

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Hallmarks of brilliant B2B websites

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Hallmarks of brilliant B2B websites

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Hallmarks of brilliant B2B websites

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Hallmarks of brilliant B2B websites

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Priority 3: Getting and staying found 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

Search optimised sites can make or break businesses…and careers

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Checklist: key areas to focus on 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

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Example: Atlas Copco

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Example: BOC

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Priority 4: Driving inbound interest Why? Use content to attract customers Deliver useful and relevant

information to customers when they most need it

Demonstrates authority Builds reputation Creates trust which leads to

transaction

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Build an inbound marketing machine

Audit what you have Repackage and repurpose Create a calendar Run mini campaigns Set milestones Walk before you can run

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Poll [2] Do you use any of the following inbound content

marketing tools? (Top pick and in descending order)

Blogs – 49% on webinar voted blog Newsletters / email Guides / white papers / ebooks Webinar / webcast Audio content Video content Hosted presentations

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Examples

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Examples

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Examples

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Examples

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Examples

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Priority 5: Going social Why social is important for B2B

Social enhances audience building Social can drive deeper relationships Social can provide ready-to-use test & trial Social can deliver customer service

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Poll [3] Which social media platforms are going to be

critical to B2B in 2013? (Selected webinar vote below)

Linkedin – 50% Twitter – 11% YouTube – 11% Google+ Facebook Slideshare Pinterest

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Do you (or can you) CARE?

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?

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Do something different...help

Be personable... care

Engage...tell a story

Routes to ‘sticky’ social media

Be persuasive and credible

Keep it simple

Feedback...dialogue not monologue

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Examples

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Examples

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Examples

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Examples

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Priority 6: Turning traffic to leads Why? Businesses can’t just help They need to turn a profit Finesse landing pages

Tease and tantalise 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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Achieving better conversion

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Achieving better conversion

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Priority 7: Make analytics your friend 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

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What can you measure?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

buzz 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

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Ultimately, can you answer these?

1. What are your marketing activities designed to achieve and how can you link the investment in specific areas to tangible revenue, profit and growth?

2. How would a percentage decrease in your marketing budget impact revenue, profit and growth? (At some point, you will be asked to work with a reduced budget.)

3. How effectively are you converting marketing investment to sales compared with previous periods, competitors and the marketplace?

4. Can you define what your revenue conversion is (profit minus marketing and sales spend)?

5. What do you need to know to be able to answer these questions in order to quantify your return on marketing investment?

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Summary – questions please! Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor analytics Don’t be a magpie – become

an owl!

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More on B2B digital marketing?

NEW 440 page Kindle eBook on B2B digital marketing available now at Amazon

This and hundreds of other guides and resources are available to Smart Insights Expert members.

rene@bdb.co.ukwww.bdb.co.uk @renepower http://marketingassassin.co.ukblog

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