b2b marketing expo 2017: strategic digital marketing

[email protected] your free 68 page guide: www.impression.co.uk/B2BDownload your free 68 page guide: www.impression.co.uk/B2B

Strategic Digital Marketing for B2B Businesses: SEO & PPC

Laura Hampton and Aaron Dicks, Impression

[email protected] your free 68 page guide: www.impression.co.uk/B2B

Marketing leaders spent more on their websites, digital commerce and digital advertising than on

other categories in 2016.

While digital has become integral to all marketing activities, pure digital marketing investments remain

a top priority.

Gartner, 2016


Laura Hampton:Digital Strategy &

Search Engine Optimisation (SEO)

Aaron Dicks:Paid Advertising Opportunities

for B2B Businesses


Meet John.

John’s your classic Sales Guy.

He’s keen to give you his card…

(...whether you like it or not…)

He’s a stock image of a stereotypical “card pusher”.

And no one wants to buy from him.


Today’s savvy marketer understands their audience and knows how to communicate the

value of their business to them.


They use a multi-channel approach to reach their audience in the places they’re already active

online.


They measure everything they do.


8 things every B2B marketer can do to improve their digital marketing strategies….


1) Set the scene for ROI-focused digital marketing


1)Set the scene for ROI-focused digital marketing

Track as much as possible

Measure, analyse, refine

Calculate the value of a visit


2) Take a user-centred, Google-aware approach


Your mission is to make your content accessible, useful and the best possible

search result it can be for its target audience.


– Start with an understanding of your user

– Use Analytics, CRM, sales feedback, etc.

– Audience needs + business needs

– SEO to find the best solution

http://impression.tips/brightonlaura


On Page SEO

Know the purpose of the page

Create great, relevant content

Identify the appropriate keyword target


On page, technical SEO to get ahead of the competition...

Improve your rankings with:– Faster page load speeds

– Web security– Schema markup

– Image alt tags– Mobile-first


3) Leverage wider marketing activity for link building

success


Where links and votes, but not all votes are equal, the businesses with the strongest networks will win out.


Off Page SEO

Proactive outreach to ask for links

Create great content to earn links

Leverage partnerships


4) Review Paid Channels


Where are you getting a good return from?

What are your options?

It’s not all about AdWords

Seach

Social

Display

Shopping

Video

Top tip; try Bing Search for lower CPCs and strong CRs (in our

experience for B2B)


Where is your audience, and where are your competitors?

You can use free discovery tools, such as SEMRush & SpyFu

Watch out for an ever-changing landscape


5) Apply budget on a priority basis


Apply budget on a priority basis

Inbound vs Outbound channels

- Not all paid leads are created equally

- Capturing those in the market will have a much

lower cost per acquisition

- In most situations, Google search is almost

always best

- Always consider remarketing display

Source: http://seopressor.com/blog/inbound-vs-outbound-marketing-more


Apply budget on a priority basis

- For high volume keywords, you or your agency

should use “Single Keyword Ad Groups”

- Allows for more granular keyword matching and

keyword exclusions

- Always separate out location and high intent

keywords

- Allocate your budget accordingly

- Approach is also comparable in Google

Shopping

Use granular targeting to uncover hidden gems


7) Measure, analyse, refine


Measure, analyse, refine

In B2B, lead times are longer, so bare this in mind when

attributing spend - try different attribution modelling

Are you tracking all of your “goals”

– Even the “soft” or “micro” ones?

– E.g. newsletter signups

Use these “micro conversions” to inform your Ad Spend or

time and effort


8) Advanced considerations


Advanced considerations

Google Scripts

– Automate frequent tasks and run reports on schedules

– Bespoke feed integrations

– Complex account building

CRM integrations and lead scoring

– Paid search keyword level CRM reporting

Using shopping campaigns as a shop window, even if you’re not (often) selling

products online


9) Talk to Impression!


Visit our stand behind you! B314

Come and meet the team

Your chance to win a digital marketing audit

Find out more about how we can help you


9 things you can do:

1. Set the scene for ROI focused marketing

2. Take a user-centred, Google-aware approach

3. Leverage wider marketing activity for links

4. Review paid channels

5. Apply budget on a priority basis

6. Consider social media as ‘pay to play’

7. Measure, analyse, refine

8. Could you use an advanced AdWords integration?

9. Speak to us!


Download your free guide

Your definitive toolkit for all things digital, including:

- Technical SEO- PR and links- PPC and social ads- Content marketing- Multichannel- Web design- Tracking and goals

www.impression.co.uk/B2B