B2B & Digital Marketing Strategy fro Green Plains Renewable Energy
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Green Plains Renewable Energy Govind Menon Vignesh Subramaniam Ramkumar Ganesan
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As a part of the B2B marketing course the team had to conduct a project which involved self-learning in Digital Marketing techniques, analysis of the chosen company's current B2B and digital marketing strategy, the online presence. Then we had to prepare a strategy and methods in which they can improve the current digital presence.
Transcript of B2B & Digital Marketing Strategy fro Green Plains Renewable Energy
Green Plains Renewable Energy
Govind Menon
Vignesh Subramaniam
Ramkumar Ganesan
About GPRE
• Vertically-integrated ethanol producer
• Ethanol | Agribusiness |
Distiller Grains | Corn Oil
Financials
• Revenue - $3 million• EBITA - $1 million• Market Capitalization-
$229.4 Million
Ethanol Industry • Produced by fermentation of corn grains• Purchased mostly by relationships with the distributor• Major players:
Current Online Presence
• SEO • Website• Blogs• LinkedIn• Forums• Facebook
SEO• Must expand its presence in search engines like Bing, Yahoo, etc.
(apart from Google)
• Alexa ranker result - 2,826,348
• Using all possible keywords, the order of website listing in search engines like Yahoo.com, is 4.
• No ads on Google about Green Plains being Ethanol distributors
SEO
Website
Social Networking
Social Networking (contd)
Social Networking (cont.)
Forums
Main competitor:
• Archer Daniel Midland
- Most Admired Company in the Food Production Industry, 2011Fortune Magazine
Their Website
Social Networking
Social Networking (cont.)
Area’s of Improvement
SEO
• Use of appropriate keywords in website
• Google Ads in the SERP
• Use tools like SEOMoz, Hubspot
Website – From Grader.com
• Create a blog for company• Setup a 301 direct• Create a mobile style-sheet for website
Website (cont.)
• Add a landing page with a conversation form
• Share links to landing pages with forms on Twitter
• Get more mentions on Twitter by being more conversational
• Landing page of the company’s website needs to be improved:
Slide Show showcasing products
Tilt-viewer – Elegant and Innovative
• Must Have: Customer account login.
This account must also have information about the product for ‘key’ customers.
Social Media
• More relevant news about products and industry
• Should represent Thought Leadership
• Tools to engage customers
Forums
• Influence distributor network to create online presence
• Create Ad space in important websites customers visit
• Membership in these forums to promote your product
THANK YOU!
Q & A?
