b2b emarketing success: practical tips for leveraging the internet to build your business

Copyright © 2009, J. Damico Marketing Communications www.jdamico.net

eMarketing Success:eMarketing Success:

Practical Tips for Leveraging the Practical Tips for Leveraging the Internet to Build Your BusinessInternet to Build Your Business


When it comes to eMarketing…When it comes to eMarketing…

• You’re judged by the company you You’re judged by the company you keep.keep.

• Your content lives forever.Your content lives forever.

• Your communications should push and Your communications should push and pull.pull.


Marcom Media MixMarcom Media Mix

Pre-InternetPre-Internet• Direct MailDirect Mail• EventsEvents• Print AdsPrint Ads• PRPR• TelemarketingTelemarketing

Post-InternetPost-Internet• All “Pre-Internet” items All “Pre-Internet” items

PLUS:PLUS:• Content MarketingContent Marketing• Email Email • MicrositeMicrosite• Social MediaSocial Media• SEO/SEMSEO/SEM• WebsiteWebsite


Where do I begin?!?Where do I begin?!?

• Website/BlogWebsite/Blog

• Email NewsletterEmail Newsletter

• One or Two Social Media SitesOne or Two Social Media Sites

• One or Two Social Bookmarking SitesOne or Two Social Bookmarking Sites

• Google AppsGoogle Apps– ReaderReader– ProfileProfile– Alerts for you and your clientsAlerts for you and your clients


Who Are You?Who Are You?

• Keywords and phrases that describe Keywords and phrases that describe your businessyour business

• Keywords and phrases that resonate Keywords and phrases that resonate with your clients and prospectswith your clients and prospects

i.e. Small business consultant i.e. Small business consultant specializing in retail success for specializing in retail success for natural food stores.natural food stores.


Online PersonaOnline PersonaWho are you?... Who are your clients?Who are you?... Who are your clients?

• RelevantRelevant• ConsistentConsistent• Avoid names like:Avoid names like:

– BettyboopfanBettyboopfan– mktgchickmktgchick– Crazy4mktgCrazy4mktg

• Decide who you will beDecide who you will be– Your name or business Your name or business

namename– A keyword categoryA keyword category

• Craft usernames/IDs, Craft usernames/IDs, etc. to match who you etc. to match who you will bewill be

i.e.i.e.facebook.com/foodbizconsultantfacebook.com/foodbizconsultant


Online Persona for “You”Online Persona for “You”

you.com

@you(Twitter)

younews

Delicious.com/you youblog

LinkedIn.com/you

SEOSEO SEOSEO

m e t r i c s & m o n i t o r I n gm e t r i c s & m o n i t o r I n g


Avoid Fragmented PersonaAvoid Fragmented Persona

you.com

@someone(Twitter)

theirnews

Delicious.com/me

myblog

LinkedIn.com/her


<title>J. Damico Marketing Communications - B2B copywriting and integrated marcom</title> <meta name="description" content="I used to be a B2B marcom manager. It wasn't easy to find a good B2B copywriter who could translate technology into businesss benefits and integrate the most effective marketing communication tools to generate more leads a boost sales. That’s where my B2B marcom business can help." />

Website SEO BasicsWebsite SEO Basics• Optimize each Optimize each

page for 3-5 page for 3-5 keywords/keywords/phrasesphrases

• Don’t use same Don’t use same meta title and meta title and description for description for every page every page


Wesite SEO Basics (cont.)Wesite SEO Basics (cont.)

• Title tag formula Title tag formula (approx. 65 characters)(approx. 65 characters)

Persona + keywords relevant to page contentPersona + keywords relevant to page content– i.e., “You Consulting” – How to succeed i.e., “You Consulting” – How to succeed

in the natural foods businessin the natural foods business• Description formula Description formula (approx. 185 characters)(approx. 185 characters)

– i.e., Learn how “You Consulting” can help i.e., Learn how “You Consulting” can help you succeed in the natural foods you succeed in the natural foods business by increasing store traffic, business by increasing store traffic, boosting sales and improving your bottom boosting sales and improving your bottom line…line…


Blog BasicsBlog Basics

• Titles + content Titles + content should include should include keywordskeywords

• Include “share” Include “share” social bookmark social bookmark linkslinks– DeliciousDelicious– DiggDigg– Technorati (blog Technorati (blog

specific)specific)– Etc.Etc.

• Establish editorial Establish editorial calendarcalendar– Publish regularlyPublish regularly

• Original contentOriginal content• Borrow contentBorrow content• Invite a guest Invite a guest

bloggerblogger


Social Media BasicsSocial Media Basics

• Pick one or two and PARTICIPATE!Pick one or two and PARTICIPATE!– Update your LinkedIn/Facebook statusUpdate your LinkedIn/Facebook status

• Relevant to who you areRelevant to who you are• Add valueAdd value

– Answer questionsAnswer questions– Post questionsPost questions– Give B4 U receiveGive B4 U receive– Have clear, concise profile Have clear, concise profile

…for goodness sake!…for goodness sake!


Basic Online Marketing Basic Online Marketing Starter PackageStarter Package

• WebsiteWebsite• LinkedInLinkedIn• BlogBlog• NewsletterNewsletter• DeliciousDelicious• TwitterTwitter

you.com

@you(Twitter)

younews


LinkedIn.com/you

SEOSEO SEOSEO



How It Works – How It Works – **Alliance MeetingAlliance Meeting


you.com

@you(Twitter)

younews


LinkedIn.com/you

SEOSEO SEOSEO

**Event/ Event/ ContentContent

• Website – full detailsWebsite – full details• LinkedInLinkedIn

– StatusStatus– Add eventAdd event– Indicate that you’re Indicate that you’re

attending eventattending event

• Blog – related contentBlog – related content– Before & after eventBefore & after event

• NewsletterNewsletter– Related contentRelated content– AnnouncementAnnouncement– Special offerSpecial offer

• Bookmark eventBookmark event– Share bookmarkShare bookmark– Bookmark related Bookmark related

contentcontent

• Tweet before, during, Tweet before, during, afterafter– Hold “tweetup” at Hold “tweetup” at

eventevent

• Tweet links to related Tweet links to related content content – Hash tag #wedc915Hash tag #wedc915

• Repeat as applicable Repeat as applicable after eventafter event– Solicit feedbackSolicit feedback


ResourcesResources

• BooksBooks– Social Media Social Media

Marketing an Hour a Marketing an Hour a DayDay --Dave Evans --Dave Evans

– Facebook Marketing Facebook Marketing for Dummiesfor Dummies –Paul –Paul DunayDunay

– Trust AgentsTrust Agents –Chris –Chris Brogan/Julien SmithBrogan/Julien Smith

– GroundswellGroundswell –Josh –Josh Bernoff, Charlene LiBernoff, Charlene Li

• WebsiteWebsite– www.onlinemarketingsummit.comwww.onlinemarketingsummit.com

• OMSOMS

– www.hubspot.comwww.hubspot.com– www.google.comwww.google.com

• ProfileProfile• BlogBlog• EmailEmail• NewsreaderNewsreader• Google alertsGoogle alerts


People to Follow…People to Follow…

• Chris Brogan @ChrisBrogan (Chris Brogan @ChrisBrogan (SMSM))

• Paul Dunay @PaulDunay (Paul Dunay @PaulDunay (SM, FacebookSM, Facebook))

• Charlene Li @CharleneLi (Charlene Li @CharleneLi (SMSM))

• Lee Odden @LeeOdden (Lee Odden @LeeOdden (online PR, SMonline PR, SM))

• Joe Polizzi @JuntaJoe (Joe Polizzi @JuntaJoe (content mktg.content mktg.))

• David Szetela @Szetela (David Szetela @Szetela (online ad/online ad/PRPR))

• Jill Whalen @JillWhalen (Jill Whalen @JillWhalen (SEOSEO))


Productivity Tools for Small Productivity Tools for Small Business Online MarketersBusiness Online Marketers

• www.socialoomph.com (www.socialoomph.com (fmrly. TweetLaterfmrly. TweetLater))– Schedule tweetsSchedule tweets

• **www.sharethis.comwww.sharethis.com– One link for every possible social bookmark and siteOne link for every possible social bookmark and site

• **www.google.comwww.google.com – Monitor your online persona and that of your clients’Monitor your online persona and that of your clients’

• Twitter hash tag (#) (i.e., #WEDC)Twitter hash tag (#) (i.e., #WEDC)– Like a file folder for auto-organizing the world’s tweetsLike a file folder for auto-organizing the world’s tweets

• Constant Contact & MyEmmaConstant Contact & MyEmma– Email marketing providersEmail marketing providers

• FriendFeed.comFriendFeed.com– One place to follow your own and your connections’ social media activity One place to follow your own and your connections’ social media activity

(Facebook, Digg, Twitter, MySpace, etc.)(Facebook, Digg, Twitter, MySpace, etc.)• *Tinyurl.com*Tinyurl.com

– URL truncating service (URL truncating service (must-have for Twittermust-have for Twitter))

*Must-have*Must-have

http://www.sharethis.com/

http://www.google.com/


Thank you!Thank you!Please add your feedback (public or private)Please add your feedback (public or private)

……– www.jdamico.netwww.jdamico.net– www.facebook.com/joan.damicowww.facebook.com/joan.damico– http://tinyurl.com/WEDC915http://tinyurl.com/WEDC915 (Alliance blog (Alliance blog

post)post)– http://integratedmarcom.blogspot.com/http://integratedmarcom.blogspot.com/ – http://http://friendfeed.com/joandamicofriendfeed.com/joandamico – www.linkedin.com/in/goodcopywriter4uwww.linkedin.com/in/goodcopywriter4u – www.twitter.com/copywriter4u www.twitter.com/copywriter4u

http://www.jdamico.net/

http://www.facebook.com/joan.damico

http://tinyurl.com/WEDC915

http://integratedmarcom.blogspot.com/

http://friendfeed.com/joandamico

http://friendfeed.com/joandamico

http://www.linkedin.com/in/goodcopywriter4u

b2b emarketing success: practical tips for leveraging the internet to build your business

Business

event content website

page content

event blog related content

n g seo seo

juntajoe content

original content

content lives

e t r i c sm o n i t