impactful tactics for manufacturers
TRANSCRIPT
Impactful Marketing Tactics for Manufacturers
Leveraging Digital Marketing Tactics
Thursday, June 16, 2016 CONFIDENTIAL 2
Here’s a taste of the B2B and B2C tactics that are working
In a recent survey of both B2B and B2C professionals, email, SEO and paid search were listed as top revenue generators.
Statista.com
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Digital resources provide manufacturers with the tools to “pull” in customers
Social Media
Paid Search
Your website should be both the face of your company as well as a tool for your customers
Leveraging LinkedIn and Pinterest to strengthen your online presence and outreach to your audience
Allows you to target customers who are already likely to be interested in your products
Building a Better Website
Marketing AutomationAutomate your marketing efforts, gather additional customer intel and maximize your sales efforts
Tools to show your ads to anyone who has visited your website up to 30 days after their visit
Remarketing
Out-of-the-Box OutreachEfforts to develop new leads based on thought leadership and external outreach
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Most manufacturer websites are limited in design and functionality
Limited engagement, no way to connect with brand
Photography does not highlight quality of products
Nothing to help build a first impression with first-time buyers
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Building calls-to-action and tools for engagement into a website is critical
Clear phone number and links to connect
with TribalVision
Video testimonials to highlight client success
stories
Engaging messages on rotating “hero” images
Relevant and engaging content is crucial to building a strong SEO presence
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Ensuring your website adheres to best practices will optimize it for lead generation
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Make sure contact CTAs are clearly labeled
Leverage video on your site wherever you can
Provide forms for leads to input their information
Update it with new content on a consistent basis
Include customer testimonials to legitimize your offer
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Leveraging digital marketing to strengthen existing client relationships
Client-Specific Online CatalogDevelop catalogs behind a login portal to customize the customer ordering process
Resource LibraryVideo tutorials, podcasts, digital sell sheets and distributor tool kits for your clients and distributors to access and leverage in their own purchasing/sales process
Email Drip CampaignLong-term outreach strategy to stay in front of customers with scheduled and structured digital touchpoints
Website ToolsSpecialized communication and data storage tools to facilitate communication with your customers
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Jewelry retailers offer a prime example of what a manufacturer’s website could be
Sleek and modern design / navigation
High-quality photography Customer tools
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Track visitors on Google Analytics to learn what channels are working
Analyze which pages they visit, in what order, and for how long.
Analyze sources of web traffic,
including the quality of leads
they deliver.
Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.
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Mobile Website Responsive Website
“70% of mobile searches for products or services will result in a sale in the near future.”
http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-important-for-entrepreneurs/
Statistics show that mobile design is equally important in web development
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Remarketing can help keep your name in front of buyers who have visited your site
Visit to NYT.com as a non-subscriber
Remarketing ad served that encourages subscription
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SEO efforts can help you maintain high visibility in searches without requiring ad spend
SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results
Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google
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Paid search (SEM) can be highly effective for both B2C and B2B marketers
Although paid search can be highly effective, don’t do it because everyone else is. Evaluate the average cost per acquisition you can expect – depending on the cost of your products, this may not necessarily make sense.
ContentMarketingInstitute.com, Wordstream.com
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A properly managed paid search campaign search can help bring traffic to your site
Traditional paid search advertisements Google places ad
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Search-specific landing pages can help increase conversion rates for your marketing spend
Paid search click Specialized landing page with call-to-action
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Only select social media tools demonstrate real returns for B2B marketers
0.39%0.67%
2.60%
Facebook Twitter LinkedIn
Visit-to-Lead Conversion Rate for B2B Companies
Making use of the proper tools helps make sure your marketing dollars and resources are well utilized
Source: MarketingProfs.com
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LinkedIn premium accounts increase the tools at your disposal to create connections
• 3 InMails per month • 15 Introductions • 300 Profiles per search• Up to 4 advanced search filters for leads
• 10 InMails per month• 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads
• 25 InMails per month• 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads
Business$19.95
Business Plus$39.95
Executive$74.95
A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results
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LinkedIn’s powerful search tools provide opportunities to find new leads
Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates
Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails
Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more
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LinkedIn Groups provide a means of networking with other professionals in your industry
Left: An example of a LinkedIn “International Jewelry and Accessory Designers, Manufacturers and Suppliers” group
Joining and contributing to relevant LinkedIn groups can help increase your exposure to potential new clients
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Sponsored updates and text ads should provide a call to action back to your website
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InMails provide a way to reach out directly to any prospects you identify
InMails are limited to 2000 characters, but remember to be concise. Most importantly, be sure to reference your contact’s profile and their specific interests, as well as why your InMail is relevant
Hi Al,
My name is [Name] and I work for TribalVision, a marketing consulting firm helping
small and midsized businesses. I noticed from your profile that you manage your own
small business in the area, and you are currently looking for a new marketing VP. As
an outsourced marketing department for hire, TribalVision could be the flexible, cost-
effective and comprehensive solution your business needs.
If you’re interested, I’d love to speak with you and answer any questions you might
have. I only need a few minutes, so please let me know when might be a good time to
talk.
I look forward to hearing from you.
[Name]
Filters:
Location – RI/ MA
Title – Owner and/or CEO
Industry – All Industries
Employees – 11-50, 51-200, and 201-500
Relationship – All LinkedIn Members
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Paid search ads on LinkedIn can build exposure even when customers aren’t looking for you
Ad packages can help supplement general paid search outreach
Can be highly targeted to viewer, by industry, position, experience, and more
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For B2C manufacturers, Pinterest can be an effective awareness tool
Being a B2C focused channel, Pinterest won’t likely generate leads directly, but can help spur demand from consumers leading to indirect demand from your customers
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Affiliate marketing is a scalable method to advertise on 3rd party websites
A company looking to place ads online in order to
sell product will look for the right publisher(s)
based off demographics and page visits
An organization that owns ad space on popular retail
websites will explain demographic and page visits in order to receive
advertisers
A published ad will be clicked on by a consumer, and if they purchase, commissions will
be paid to publisher by advertiser
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Commission Junction is a globally operated network that connects advertisers and publishers
Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces
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Email marketing can be a consistent source of lead generation and retention
2013 State of Inbound Marketing Report, MarketingSherpa.com, MarketingProfs.com, ContentMarketingInstitute.com
Email marketing was the third overall lead generation source for marketers in 2013, producing
13% of all leads.
In 2014, email marketing was cited as the most effective digital marketing channel for customer
retention in the United States.
50% of B2B marketers and 66% of B2C marketers say email is the most effective channel for
generating revenue.
SEO may drive traffic, but email drives conversions: although just 22% of marketers cite email as their largest web traffic generator, 25% say those visits
convert at the highest rate.
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Developing an email outreach schedule can help keep your products top of mind
The welcome email will be sent to subscribers after they sign upWelcome Email
Sent to the entire subscriber list once per monthMonthly Mailing
Provide specialized emails for sales, limited-time promotions and more
Quarterly updates on trends in jewelry design and ways your products fit in
Sales and Promotions
Special Events
Design Updates
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Below is an example drip template that sheds light on how drip campaigns work
Timeline: 2 hours after action
Purpose: Introduction
Content: Introduce Brand
Timeline: 2 Days after open
Purpose: Provide additional information
Content: Key Differentiators X, Y & Z
Timeline: 3 Days after open
Purpose: Provide a more direct CTA
Content: Opportunity to contact sales
Action
Email 1 Email 2 Email 3
If opened
If opened
How leads enter the
drip
First touchpoint
Action required for
next touchpoint
Second touchpoint
Action required for
next touchpoint
Third touchpoint
Lead takes action on your website, or marketer manually sends leads
to a predefined list
Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content
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Embrace and develop non-traditional B2B marketing campaigns
Outbound 2.0 Customer Tool Kits Customer Advisory Groups
Create a specific list of targets based on LinkedIn research. Depending on the target, you can even use LinkedIn jobs.
Leverage cross-channel outreach via LinkedIn inmails, phone and email follow-up to improve cold outreach response rates.
The goal is to setup a meeting or phone call for your sales team. Ask contacts to join your email database if they aren’t ready to close.
Identify your top B2B partners, and invest time in developing tool kits for them.
Create customized materials such as sales presentations, sales collateral, how-to videos, resource libraries, and more.
Watch your customers better sell your business with the right tools, messaging and assets.
Empower your customers to provide feedback and have a voice in your company.
Assemble 5-10 key clients to offer bi-annual feedback, help refine existing offerings and participate in product development.
Improve marketing engagement using direct customer feedback while rewarding your VIP clients.
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And don’t forget about exploring strategic partnerships and co-marketing opportunities
Mono-brand & Multi-brand eBay & Amazon Marketplaces Blogger Outreach
Identify potential multi-brand partners, including YOOX Group, Cadenzza, TheCorner, and more. Potentially work with more than one.
Leverage multi-brand partners to post new designs or products, alongside national or global suppliers.
Lean on partners to support your own brand materials, with high-end mono-brand website support.
Create a seller account on Amazon and eBay. Depending on the volume of product you’re selling, get a better price as an individual.
Ensure that you are prepared to comply with all terms for shipping, customer invoicing, etc. – otherwise bad reviews could jeopardize credibility.
Optimize your profile with keywords, and solicit customer reviews from past customers. Strong reviews will improve your chance of future orders.
Make a list of bloggers or other online influencers that discuss jewelry, or other items relevant to your business.
Conduct outreach to them for an article, potentially sending samples or press releases.
Lean on tools such as Bloggers Required to get a host of bloggers to bid on your content.
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Thank you
“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
– Peter Drucker
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Thank YouFor additional information, visit
TribalVision.com