B2B Digital Marketing Priorities 2013 (SmartInsights conference)

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<p>Digital marketing training for Arco</p> <p>B2B Digital Marketing Priorities for 2013Ren PowerDigital &amp; Business Development DirectorBDBThe seven areas you should be focusing on in 2013</p> <p>Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:</p> <p>1</p> <p>Are you a digital magpie or owl?ImpulsiveReactiveLikes new shiny thingsWiseThoughtfulMethodical</p> <p>2</p> <p>AgendaPriority 1: Why your business needs a digital strategyPriority 2: Establishing an effective home basePriority 3: Getting and staying foundPriority 4: Developing inbound interestPriority 5: Going socialPriority 6: Turning traffic into leadsPriority 7: Making analytics your friend</p> <p>#</p> <p>3</p> <p>About me18 years in B2B marketingAccomplished international (digital) marketer and business developer www.bdb.co.uk Respected blogger www.marketingassassin.co.ukIn demand digital marketing speakerAuthor Brilliant B2B Digital MarketingAn owl (with a taste for shiny things!)</p> <p>#</p> <p>4</p> <p>Priority 1: Set a strategyWhy? Information is the primary driver in B2B specificationBrowser mentality: supplier research is predominantly conducted onlineApplying a robust approach to being found when customers are looking increases </p> <p>#</p> <p>5</p> <p>Poll [1]Do you have a documented digital strategy?</p> <p>31% on webinar said yes63% on webinar said no6% on webinar didnt know</p> <p>#</p> <p>6</p> <p>Benefits of a B2B digital strategyFocuses activity Sets tangible goalsHelps secure buy in at all levelsAssists financial &amp; resource investmentIdentifies / prioritises target audienceUnderstand channels / how they are usedEncourages use of channels</p> <p>#</p> <p>7</p> <p>What goes into B2B digital strategy? Digital SWOT Online value propositionReturn on investment measured bySalesSavingsAttributionCustomer satisfaction</p> <p>#</p> <p>8</p> <p>Priority 2: Establishing home base Why? There are over 10m .co.uk sites registered and 644m live sites worldwideYour website is most likely the first port of call36% of B2B buyers look at supplier sites during problem resolution49% of B2B buyers look at supplier sites to shortlist18% of B2B buyers look at supplier sites to make final supplier selection*Your website provides that crucial first impression*2012 Buyersphere survey</p> <p>#</p> <p>9</p> <p>#</p> <p>10</p> <p>Hallmarks of brilliant B2B websites</p> <p>#</p> <p>1. Information is easy to verify on your website. Shows a company is trustworthy and stable. </p> <p>2. There is a real organisation behind your website.Evidence that the organisation exists takes this further by providing clear guidance on locations, people, products.</p> <p>3. Highlight expert content and services offered. As we move from being a broadcast to targeted inbound marketing economy, companies that produce focused content relevant to the needs of customers will stand out. </p> <p>4. Demonstrate honesty and integrity on your website.These qualities may be seen as subjective but you can set a tone throughout your website as pages such asAbout Us,Our PhilosophyandFAQs allude to your honesty and integrity. </p> <p>5. Make it easy to contact you.Post contact details on every page throughout the website and not just on a Contact Us page. </p> <p>6. Your website should reflect your business. And, it should reflect the experience that customers enjoy offline, face-to-face, in stores, on stands and anywhere else. </p> <p>7. Your website should be accessible and easy to navigate.Western websites have navigation bars either running horizontally across the top and bottom or vertically to the left-hand side of the website for a reason. </p> <p>8. Use frequently updated relevant and useful content.Content is the biggest part of your digital strategy as it governs your selection of keywords, what you say, how and when you say it. It helps rank your site with search engine bots and entice real human visitors too. </p> <p>9. Avoid errors of all kinds.Sounds obvious but spelling mistakes, grammar and punctuation slip ups, 404 messages and any other error on a website disrupts the user experience and risks harming your credibility.</p> <p>Remember to treat every page as a potential landing page so narrative, call to action and signposting are all key. More on this later.11</p> <p>Hallmarks of brilliant B2B websites</p> <p>#</p> <p>12</p> <p>Hallmarks of brilliant B2B websites</p> <p>#</p> <p>13</p> <p>Hallmarks of brilliant B2B websites</p> <p>#</p> <p>14</p> <p>Hallmarks of brilliant B2B websites</p> <p>#</p> <p>15</p> <p>Priority 3: Getting and staying foundWhy? Search is everythingCustomers browse on their termsYou have a great site = dont leave it as a great art in a dark, concealed roomSearch optimised sites can make or break businessesand careers</p> <p>#</p> <p>16</p> <p>Checklist: key areas to focus onUse Google Adword tool for keyword analysisSet primary keyword/s per pageAssess competitionMeta data - First 70 and 200 words and densityMeta description Page titles, h1 tags and alt tagsAnchor textCalls to action</p> <p>#</p> <p>17</p> <p>Example: Atlas Copco</p> <p>#</p> <p>18</p> <p>Example: BOC</p> <p>#</p> <p>19</p> <p>Priority 4: Driving inbound interestWhy? Use content to attract customersDeliver useful and relevant information to customers when they most need itDemonstrates authorityBuilds reputationCreates trust which leads to transaction</p> <p>#</p> <p>20</p> <p>Build an inbound marketing machineAudit what you haveRepackage and repurposeCreate a calendarRun mini campaignsSet milestonesWalk before you can run</p> <p>#</p> <p>21</p> <p>Poll [2]Do you use any of the following inbound content marketing tools? (Top pick and in descending order)</p> <p>Blogs 49% on webinar voted blogNewsletters / emailGuides / white papers / ebooksWebinar / webcastAudio contentVideo contentHosted presentations </p> <p>#</p> <p>22</p> <p>Examples</p> <p>#</p> <p>Run through examples discussing the difference between Stelzners primary and nuclear fuel (from the book Launch!)</p> <p>Primary fuel (lifespan = 3 days) incl How to guides, Expert interviews, Reviews, News stories, Case studies</p> <p>Nuclear fuel (lifespan = months) incl Survey reports, White papers, Top 10 contests, Micro events (webinars, video, podcasts)</p> <p>23</p> <p>Examples</p> <p>#</p> <p>24</p> <p>Examples</p> <p>#</p> <p>25</p> <p>Examples</p> <p>#</p> <p>26</p> <p>Examples</p> <p>#</p> <p>27</p> <p>Priority 5: Going socialWhy social is important for B2BSocial enhances audience buildingSocial can drive deeper relationshipsSocial can provide ready-to-use test &amp; trialSocial can deliver customer service</p> <p>#</p> <p>28</p> <p>Poll [3]Which social media platforms are going to be critical to B2B in 2013? (Selected webinar vote below)</p> <p>Linkedin 50%Twitter 11%YouTube 11%Google+FacebookSlidesharePinterest</p> <p>#</p> <p>29</p> <p>Do you (or can you) CARE?How do we want to be perceived?</p> <p>What are we going to say, share, comment on?</p> <p>How are we going to do it?</p> <p>Who do we want to be associated with?</p> <p>Who do we want to influence?</p> <p>Who do we want to engage?What are important issues to our audience?</p> <p>How can we help, advise, add value?</p> <p>Can we do this frequently?Can we measure if / how our content matters? </p> <p>How are we going to measure if audiences care? </p> <p>How are we going to measure our relevance?</p> <p>#</p> <p>30</p> <p>Do something different...helpBe personable... careEngage...tell a storyRoutes to sticky social mediaBe persuasive and credibleKeep it simpleFeedback...dialogue not monologue</p> <p>#</p> <p>31</p> <p>Examples</p> <p>#</p> <p>Social interaction can be integrated all over the web (from within your website Knauf), to a Facebook page.</p> <p>Googles most recent algorithm update gave social mentions on Google+ and other social sites more ranking so were now seeing the benefits of this in search.</p> <p>TCN construction network is another thriving online community. </p> <p>The point is good social demands interaction.32</p> <p>Examples</p> <p>#</p> <p>33</p> <p>Examples</p> <p>#</p> <p>34</p> <p>Examples</p> <p>#</p> <p>35</p> <p>Priority 6: Turning traffic to leadsWhy? Businesses cant just helpThey need to turn a profitFinesse landing pages Tease and tantaliseAlways have a next step or action that the customer is inspired to take</p> <p>#</p> <p>The goal of most businesses is to provide a rewarding return for their owners or shareholder investment. This is our focus in the last two sections where we move on to assess how a B2B marketer sets about delivering quality leads to the sales team and uses a variety of tools and techniques to drive more, and better quality leads which can be nurtured through to transaction.36</p> <p>Achieving better conversion</p> <p>#</p> <p>ClaremontThe example on the left is a landing page for workplace interior design firm Claremont showing how content can be arranged to showcase the business in the possible light to a specific audience in this case the legal sector.In this example the page includes a number of the critical elements that should be included in a landing page:A headline and (optional) sub-headline.A supporting image (or slider including multiple images).A brief description of the offer/call to action.Supporting elements such as testimonials, affiliations, accreditations or security badges (for transaction B2B sites).Interactive content to bring the landing page call to action to life in this case video testimonial.A form to capture information duplicated twice at the top and bottom of the page.Separate email sign, get in touch and social media profiles.Downloadable material in the form of interactive brochures.</p> <p>37</p> <p>Achieving better conversion</p> <p>#</p> <p>AnglianAgain focused around conversion to action. Make contact or fill the form in. Could it be any blunter?</p> <p>38</p> <p>Achieving better conversion</p> <p>#</p> <p>AdobeShow lots of primary and nuclear content to get people to take action from webinars to blogs to datasheets etcThe point is you spend all your time, effort and money getting them there. Make it easy for them to do business.</p> <p>39</p> <p>Priority 7: Make analytics your friendWhy? Really!?Set up goals/funnels and assign valueUse forward and reverse path analysis to indicate most popular/effective contentUse event tracking to monitor calls to actionUse content experiments to test/increase performance on key pages</p> <p>#</p> <p>40</p> <p>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 / regionevent attendance</p> <p>buzz by time of day seasonal buzz competitive buzz category/topic buzz buzz by stage in DM process mainstream media mentions installs downloads </p> <p>uploads favourites likes comments ratings increase in searches %of buzz with links no of views/interactions polls </p> <p>virtual giftstags popularity contest entries leads generated </p> <p>products sampled store visits trials </p> <p>customer acquisition &amp; retentioncomplaint handling </p> <p>cost per click satisfaction feedback dwell time on site</p> <p>bounce ratecost per customer</p> <p>#</p> <p>41</p> <p>Ultimately, can you answer these?</p> <p>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?</p> <p>#</p> <p>42</p> <p>Summary questions please!Set a strategy Invest in your websiteImprove your search visibilityBecome useful and relevantGo social with purposeWork hard on conversionMonitor analytics Dont be a magpie become an owl!</p> <p>#</p> <p>43</p> <p>More on B2B digital marketing?NEW 440 page Kindle eBook on B2B digital marketing available now at Amazon</p> <p>This and hundreds of other guides and resources are available to Smart Insights Expert members. </p> <p>rene@bdb.co.ukwww.bdb.co.uk @renepower http://marketingassassin.co.uk</p> <p>bloghttp</p> <p>#</p> <p>44</p>