virginia manufacturer's association webinar. taming the chaos in digital marketing

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Taming The Chaos Howard Deskin & Anne Moss Rogers

February 6, 2014

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We Take a Disciplined Approach to Creativity

Who Are We?

Howard DeskinCEO & Internet Marketing Manager

Anne Moss RogersMarketing & Creative Director

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B2B buyers are online, in social channels, on YouTube, going to events, and evaluating options on mobile devices. Understanding the customer journey across these touchpoints is essential to the success of any marketing program.”

- Forrester Research

Why Digital Marketing?

“

Online & Offline Work Together

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Inbound Marketing(Permission Based)

Outbound Marketing(Interruption Based)

• Website• Content Marketing• Newsletters• Blogs• Social Media• Online Video• SEO• PPC • Word of Mouth• Networking• Public Relations

• Telemarketing• Trade Shows• Direct Mail• Email Blasts

(SPAM)• Print Ads• TV/Radio Spots• Cold Calling

The Best of Old & New Approaches

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Old strategies• Cold Calling• Trade Shows• Print Ads• Billboards

New strategies• Website• Mobile• Digital Advertising• Content Marketing• Social media

+ =MORE LEADS

Manufacturing & Marketing

In a recent study conducted on 113 Manufacturers in NJThe Top 25 Manufacturers in the state were better engaged in the use of social media as a part of an integrated/inbound marketing plan.

Top 25 NJ Manufacturers 113 NJ Manufacturers

Source: Grass Roots Marketing

B2B Marketing Survey

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Content Marketing

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North American B2B Manufacturing Content Marketing Usage by Tactic

Content Marketing

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• Video is the top Content Marketing tactic.

• 54% Incorporate Blogs

• 80% Use E-Newsletters

• 60% Use Print Advertising

• 75% Use Social Media

• 31% Provide Mobile Content

- Content Marketing Institute Study

B2B Manufacturers:

B2B Buyers Know All About You!

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The internet makes it simpler for customers to direct their own buying cycle. No waiting for the next trade show, ad, or calls from sales reps. Instead they’re able to get exactly the information they want exactly when they want it.

Content Marketing is the New SEO

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- Content Marketing Institute Study

Definition:

Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.

Information can be presented in a variety of formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information.

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Does B2B use Mobile?

Absolutely!

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Mobile is the New Desktop

In 2014, Mobile is Predicted to Overtake Desktop Internet Usage

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• 10-25% of your website visitation probably comes from a smartphone and it will keep increasing.

• Visitors will leave your site and go to your competitors.

• Google has indicated search results will be penalized if you don’t have a mobile friendly site

• At least have a scaled-down version of your desktop website

• Utilize “browser-detection” and “responsive design” to ensure the mobile site displays appropriately

Why Mobile Responsive?

Big Data – Do I Need It?

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At a minimum you should be reviewing your website analytics

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Digital Marketing Methods

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Define Your Target Market

• Who are they?• Where are they?• What do they care about?

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Digital Strategy

Where to Begin?

Your Website is the Core.

Sample Digital MarketingGame Plan

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A Mobile Responsive Website

A Content Marketing Plan

Social Media Integration

Email Marketing

Data & Analytics

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Website Basics

• Prominently Display the Phone Number

• Address

• Call To Action

• Newsletter Sign Up

• Contact Form

• Blog

• Google Analytics

• Social Media Icons

• Featured Services or Product

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• Has a wide & quick reach

• Excels in Return-on-Investment

• Improves brand awareness and customer relations

• Is measurable and easily modified

• Is customizable by type of customer

Why Email Marketing?

of B2B Manufacturerssend E-Newsletters

80%

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Email Marketing – How To?

• Keep it short & relevant • Good mix of text, images,

videos• Use an attention-grabbing

subject line• Tie in blogs & social media• Clearly state benefits• Send often, at 1x a month• Segment your address list• Use a good system! – Constant

Contact, Mail Chimp

Social Media is Here To Stay

of B2B Manufacturersuse Social Media

75%

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Social Media

• Increase brand visibility

• Create videos to promote products & post testimonials

• Share news & updates on industry events

• Learn from online communities and tailor content to target them

• Promote your website content

• Use targeted social buttons on your website to encourage visitors to share your content

• Engage with customers & potential leads

“Manufacturers will capitalize on their social media investments by using it as a collaborative tool. They'll make sure the right experts solve the appropriate problems, they'll gather more business intelligence, and they'll connect their enterprise to end-users for a whole new set of ideas.”

- Top Trends in Manufacturing, 2013 Infosys

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Get Higher Rankings on Google

• New algorithms focus on speed and precision

• Conversational Search

• People ask questions

• Your website needs high quality content to rank with frequent changes

• Fake spammy links to your site may be hurting your SEO

Google updated algorithms in 2013, making content king & social sharing queen.

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Google Ads Generate Leads

Google Pay Per Click Ads

Rank #2 For Lead Generation Among B2B and B2C

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Measuring Traffic & Results

Google Analytics• Unique visitor traffic• Bounce rates on pages• Keyword searches• Mobile phone traffic• Conversions• Site Speed• Time on site & pages• Paid search • Referrals• Email & Social

Allows you to measure the success & reach of your marketing efforts

Key Elements to Track:

Stalk us online at

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ImpressionMarketing @impressionM

Special Offer for Webinar Attendees!

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Complementary Digital Marketing Consult & Website Analysis

Free “website match” eNewsletter template when you open a new Constant Contact Account