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?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
• 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
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
• Who they are• Where they go• What’s being asked or
discussed• What’s missing• Who’s helping• Who needs help
Know your audience
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
• 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?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
• 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
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
And remember above all else
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
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.
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Brilliant B2B Digital Marketing
Please check with Rene Power before using any images contained in this presentation