b2b marketing seminar

Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com

Follow Us On Twitter: twitter.com/ajaxunion

Like On Facebook: www.facebook.com/ajaxunion

Connect On Linkedin: www.linkedin.com/companies/ajax-union

Call Ajax Union: 800-594-0444

Zevi Friedman & Joe Apfelbaum

@zevifriedman & @joeapfelbaum

Please post questions on Twitter

#AjaxUnionSeminar

Today We Will Discuss…

Branding VS Marketing

vs

Branding VS Marketing

How Do YouMeasure ROI?

Multichannel Marketing

B2B marketers use an average of 12 marketing tactics

Website ROI Optimization

• Straight-forward Homepage• Organized Categories• Detailed Products • Check-Out Cart • Security logos• Call To Action! (above the fold)• Phone/Email/Livechat Options• Clear Shipping Instructions• Order Processing Time• Return Information

TODAY: Your Customers are online – are you?

97%of consumers research products online

before buying

Content Marketing

59% of B2B marketers rate blogs as the most effective content marketing tactic.

Half the companies in the U.S. don’t have websites!

Does Your BusinessHave a Content Strategy?

Content Marketing

“Marketing Is Impossible Without

Great Content.”

• Blogging• Articles• Press Releases• eBooks• Infographics • Case studies • How-to guides • Q&A’s

Content for your company can be presented in a variety of media, including:

Content Marketing

So You Have Content.Now What?

Online Marketing Gives You More Options

Social Media

Why social media?

Stats about B2B Marketers:

• 60% have a social media strategy or plans to create one over the next year• 90% are active on Facebook• 53% are active on Twitter• 47% are active on LinkedIn• 33% are active bloggers

(Penton Marketing Services, 2012)

Social Media

“Your CompetitionIs Social.”

Where are you?

• Facebook• Twitter• Linkedin• Google +• Pinterest• Instagram

87% of B2B content marketers us social media (other than blogs):

Social Media

• In the first six months of promoted posts, 300,000 businesses used it with 75 percent being repeat customers

• HubSpot ran a campaign on Facebook and saw a 71 percent increase in sales.

Does Facebook Work for B2B Marketing?

Source: Dan Levy, director of small business at Facebook

Social Media Optimization

LinkedIn

http://blog.linkedin.com/2013/01/09/linkedin-200-million/

Video

“People spend 20 seconds on video.”

YouTube is the second largest Search Engine!

• More than 1 billion unique users visit YouTube each month

• Over 4 billion hours of video are watched each month on YouTube

• 72 hours of video are uploaded to YouTube every minute

Putting Video on your Website• Having videos on your

site helps improve your conversion rate!

• Video Types and Placement:– General company video

– perfect for homepage!– Product videos – specific

product pages– Fun videos – great for an

‘About Us’ page

Product Videos on your Site

• Having product videos is great, but they need to serve a purpose

• Ideas for product videos:– More views and angles of a

product– Instructional/how-to video

for the product– Testimonials/reviews

about the product from past customers

Video Blogging

• Great for building your brand and creating regular content for your business!

• Ideas for video blogs:– Product videos– “How-To” videos– Commercials– Viral Videos (more creative and fun)

• Goal: generate engagement with your videos– Encourage comments and feedback, and follow up

when people do leave messages!

Check out GrowTime! A web series where CEO Joe Apfelbaum talks about

business, marketing, and technology!

www.growtime.tv

Our YouTube Channel

http://youtube.com/ajaxunion

Search Engine Optimization

SEO is the process that allows search engines to understand your website.

Define your SEO goals

1) Research Keywords2) Create Campaigns 3) Measure Results

On Site SEO VS Off Site SEO

On Site

SEO that can be done on your site without exterior elements.

Off Site

SEO-based marketing that is done outside your site.

• Title tags and meta tags• H1 tags• Graphic alt text• Layout and design elements• On-site articles/blogs• Keyword density• Keyword-formatted URLs• Fresh content• Indexing• Internal linking• XML Sitemap• Robots.txt file

•Back-linking or inbound linking•Article directory submissions•Commenting on related sites, forums and blogs•Social network marketing•SEO-friendly directory participation•Press releases•Optimized video submissions•Keyword analysis•RSS Feeds•Posting on Q&A sites•Trackbacks

Organic results on a search results page

6

Organic Results

SEO and Content Writing

Three Content Writing Tips

Make sure to use: relevant keywords and linkable content.

Incorporate your keywords into your backlinks to reinforce the keywords for Google.

Don’t overstuff your text with keywords. Keywords should be 5 – 7 % of the total copy.

Makes Your Website Come Up In Search Engines

Helps Your Business Be Seen Online

Gives You Credibility On The Internet

Allows you to get leads and make sales

Search Engine Optimization

A paradigm shift

Traditional Advertising Advertising Through Google

Customers

The anatomy of a search results page

Ads (Google AdWords)

Google AdWords

• Get relevant traffic to your website.• Only pay when people come to your site• Optimize for the keywords that convert• Target people in your geographic area• Customize your message• Spend as much or as little as you like• Banner advertising can tap into 80% of users• Most effective return on adspend• Measurable ROI

Remarketing Ads• Follows visitors who have been to your site• Brings customers back to your page to complete an action• Out of sight, out of mind• Can target different ads for users who searched different products

Match TypeHow keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

Any word combination related to part of or all of the keyword or related terms in any order

Caribbean Cruise ShipsTropical Cruise

+Broad +Modifier +Caribbean +CruiseWords related to every word with a + sign in front of it in any order

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords are typed in the exact order specified. Can have other words before and/or after.

Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise

[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in

Caribbean Cruise

-Negative - TomAds will not appear when this search term is entered in the query

Add will not show if someone types:Tom Cruise

Keyword Match Types

Service provider

-become

-study

-class

-classes

-course

-license

-training

-jobs

-employment

-supplies

-tools

-price

Vacation destination

-library

-doctor

-vet

-hospital

-schools

-coffee

-cards

-history

-jobs in

-pictures

-news

-weather

Frequently used

-free

-lyrics

-second hand

-used

-parts

-repairs

-wholesale

-pics

-pictures

-definition of

-history

-diy

Some Common Negative Keywords

Worksheet #5

Email Marketing

Email Marketing Overview

• Build Your List• Message• Reporting• Optimizing

Build An Email List

• Make sure your website has an opt-in registration to your join your email list

• Ask for a co-sponsored email from an online content site• Get leads from lead directories and databases • Use sites like LinkedIn, JigSaw, Lead411 and other lead

directories to find leads • Manage a template email that your sales team can use to send

to contacts found in lead directories. • Should you buy a list?

Optimize Your Call To Action

• Eye-catching; first thing readers see • Easy to understand • Above-the-fold• Link to the proper landing page• Have a simple registration form

Choose an ESP

Five Things to Consider When Choosing an Email Service Provider.

• Make sure the provider’s application is intuitive and easy to use. • Research ESP prices so you can accurately estimate your costs. • Can you keep your send lists organized and maintained through your account? Find out! • Will they manage responses, remove opt-outs from future lists, and provide tracking reports? • What type of lead nurturing software do they offer so that you can manage contacts as they move through your email marketing and into your sales cycle?

WE RECOMMEND: WE RECOMMEND:

Dissecting an Email Message

Optimize Your Email Message

• Keep a consistent voice• Make sure all links are correct• Always have someone proofread your email• Create an effective email layout• Spread out your emails –

don’t harass your list!

26

Am I creating effective content?

How can I improve site interaction?

What keywords did they use to get there?

Where are my visitors coming from?

Google Analytics

Where are visitors abandoning my shopping

cart? Why?

Providing Answers to Difficult Questions

www.google.com/services/smallbusiness

Visitors overview

Ajax B2B Analytics Tool: A More Detailed Analysis

• Easy-to-understand analytics for your websites• Translates data into information for ANY level user• Real-time visitor identification and behavior tracking• Lead generation and conversion management• Online campaign tracking and ROI measurement• Customized, presentation-ready reporting• Easily integrated plug-n-play solution

Who Came To MY Site?

Optimized Lead History

Source: BIA/Kelsey Group, User View Wave VII, May 2010

Thorough Page Reporting

Detailed Lead Information

Let’s Recap

• Marketing Tactics, Effectiveness and ROI• Content Marketing• Social Media• E-commerce• Multichannel Marketing• Search Engine Optimization• Email Marketing• Internet Advertising• Web Analytics• Online Video

SPECIAL BONUS!SPECIAL BONUS!

Spring Product Expo

ASK OUR MARKETING

NINJAS ABOUT HOW WE CAN REGISTER YOU

FOR FREE!

Ajax Union Events!

For more events, visit www.ajaxunion.com/events Email: marketing@ajaxunion.com

Our next event is coming up on

Monday, 5/13: CEO Networking!

Ajax Applications

•http://www.kiwiseo.com/•http://www.rankzen.com/•http://intromoose.com/

Find out more about Ajax Union: www.ajaxunion.com

Questions?Comments?Concerns?

Thank you!

Find out more about Ajax Union: www.ajaxunion.com

What Strategies Are YOUGoing to Implement TODAY?

Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com

Follow Us On Twitter: twitter.com/ajaxunion

Like On Facebook: www.facebook.com/ajaxunion

Connect On Linkedin: www.linkedin.com/companies/ajax-union

Call Ajax Union: 800-594-0444