Why Digital Must Be a Part of Your B2B Marketing
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Transcript of Why Digital Must Be a Part of Your B2B Marketing
Connecting you to a greater ROI—with the brightest ideas, solutions and people.
With Customers Online Everywhere – Digital MUST Be Part of Your Marketing Mix
Presented by
Leah Averre Smith
Connecting you to a greater ROI.
LEAH AVERRE SMITHInteractive DirectorAnderson Direct
858-435-7519
FUN FACTS:• Bachelor of Arts in Theater
• Appeared as an extra in the movie Boogie Nights
• Plays acoustic guitar
• Dog, Harry, is an AKC-registered “Wedontknow”
BACKGROUND:
• 12 years of digital marketing, multi-channeled promotional programs and interactive platforms
• Industry expertise in pharmaceutical, biotechnology, healthcare
• B2B, B2C
Connecting you to a greater ROI.
What Is Digital Marketing?
Blogs Podcasts Video eBooks Enewsletters Whitepapers SEO Social media marketing
…also called “Inbound Marketing”
Connecting you to a greater ROI.
Inbound Conversion Rates
10x higher conversation rates than other channels
Connecting you to a greater ROI.
Nutritional Supplement Industry
2012 Nutritional Supplement Industry had
32 billion in revenue
Expected to double by 2021
Internet posted
strongest returns in 2012, with
14% growth.
Connecting you to a greater ROI.
Research attributes the growth in Nutritional Supplement
Industry to multichannel approaches
Connecting you to a greater ROI.
A shift away from “interruption” advertising
9 out of 10 business buyers say when they are ready to
buy, they will find you.
Connecting you to a greater ROI.
Customersare well informed,
engaging in many conversations before their
first conversation with your brand.
Connecting you to a greater ROI.
“How can we proactively insert ourselves into the
conversations of our customers?”
Connecting you to a greater ROI.
Sales Funnel
Conversations are occurring at each stage of the sales
cycle.
Connecting you to a greater ROI.
Be Where Conversations Are
Being part of the conversation means being there when prospects and customers are:
Educating themselves about your industry
Getting referrals from their network
Consuming brand-provided content
Seeking more information from you to ensure your brand is a trusted source and content expert
Conversing with your brand once they are a customer
WEB SEARCH
LIKES
BLOGS
SHARES
LINKS
Connecting you to a greater ROI.
B2B Marketing Behavior
81% web search
50% advice from peers
48% engage in online industry conversations
41% thought leader blogs
Connecting you to a greater ROI.
131 billion website searches a month
110 average searches per person per month
How do you show up in search results…?
Connecting you to a greater ROI.
Search Results Overview
Two types of Search Results
70% Search Engine Optimization (Natural)
• 60% of SEO clicks are from
the top 3 results displayed
30% Search Engine Marketing (SEM/PPC)
• Pay/bid on keywords
• Provides nearly instant results, is scalable and can be turned off/on or dialed up/down within a short lead time
30% of clicks
70% of clicks
PAID ADS
(SEM) PAID AD
S (SEM
)
Natural
(SEO)
Connecting you to a greater ROI.
SEM (Paid Search)
Well-managed ad word and ad text campaign
keyword and/or geolocation specific
Continue the conversation by taking user from clicking on the ad to a landing page that has corresponding language
See at right…
Person receives direct mail piece or searches “Mediterranean cruise,”—the landing page they’re taken to is Mediterranean-specific
Direct Mail
Microsites
Mobile-friendly
Search
Connecting you to a greater ROI.
Four Pillars of SEO Success
Link Building
Search engines attribute a large portion of engines’ algorithms to link-based factors
Building inbound and outbound links from trustworthy sites in order to gain popularity globally and via local/topic-specific websites
Technical Structure
Ensuring the structure behind the website is technically set up to provide search engines information suggesting you’re an authority on a subject
Content & Blog
Gain a steady stream of new visitors to your website by refreshing website content and by blogging
Attracting new visitors is how your blog grows, by converting those new visitors into regular readers and customers
A/B & MV Testing
Gain more conversions by designing based on what your customers are telling you they like
Test where to place your call-to-action button, what images resonate, where to place your online form, and more
If your website sells dog houses, earning links from the Society of Dog Breeders matters much more than earning links from an off-topic, roller skating site
Examples
57% of marketers acquire customers through blogging1
The code behind a website is like brail to search engines; if it’s not done correctly the search engine is blind to the content
1. 120 Awesome Marketing Stats, Charts, & Graphs, HubSpot, April 2010 , 2.The A/B Test: Inside the Technology That’s Changing the Rules of Business by Brian Christian.
$75 million incremental lift raised for Obama campaign attributed to A/B testing2
Connecting you to a greater ROI.
Content Drives Conversation
High quality content with value attracts more followers!
Videos attract more followers. YouTube is the second largest search engine!
Social media contests attract more followers!
Photo contests, sweepstakes, gamification, etc.
White papers, surveys, polls, infographics
Blogging enhances SEO and increases brand awareness
Connecting you to a greater ROI.
Content Must Be Useful
75% of B2B said they want less marketing content and more content that helps them build a business case
…and if it’s useful they’ll share it!
• 79% via email
• 53% via LinkedIn
• 39% via Twitter
Connecting you to a greater ROI.
And the more your content is shared, the more search engines will begin to see you as an expert in that
content area!
Connecting you to a greater ROI.
75% of B2B executiveswatch videos on
business sitesweekly.
Connecting you to a greater ROI.
Average videos viewed per viewer is up 13% since last year world- wide.
Connecting you to a greater ROI.
…And you better be mobile-friendly.
Over 1.2 billion people access the web from their mobile devices.
61% of people have a better opinion of brands when they offer a good mobile
experience.
Connecting you to a greater ROI.
A customer will disengage from a
brand for 3 months if they have a bad mobile experience.
Connecting you to a greater ROI.
More email is read on a smartphone than a desktop.
13% of execs are now primarily checking their email via a mobile device.
Connecting you to a greater ROI.
Mobile- Friendly Emails
1. Enlarge Fonts2. Scale (320-550px)3. Call To Action4. Streamline5. Images6. Cut to the Chase7. Layout8. Be Obvious9. Finger Targets10. Ergonomics
http://litmus.com/blog/anatomy-mobile-email
Connecting you to a greater ROI.
A
C
D
F
GHI
E
A. Pre-header message
B. “Golden Rectangle” (aka Preview)• Top 250-300 pixels
• Portion of text most often seen
• Recipient should be able to determine: who, what, convert
C. Website navigation
D. Introduction, Main CTA
E. Promotion
F. Secondary CTA
G. Footer Navigation
H. Unsubscribe/Subscribe
I. Physical Address
B
Anatomy of Email
Connecting you to a greater ROI.
What Email Do They Like?
Special Offers
Real-time delivery tracking
Promotions
New product announcements
Newsletters
Connecting you to a greater ROI.
B2B Social Media
77% of B2B companies acquired a customer through Facebook
Twitter (55%)
LinkedIn (51%)
Connecting you to a greater ROI.
MusclePharm Facebook
MusclePharm cultivated customers by using social media effectively.
300,000 followers on Facebook; helps develop personal relationships with their customers
Connecting you to a greater ROI.
In Summary
Integrate digital/inbound strategies into your marketing mix
Be a content expert in the eyes of search engines
Provide useful content that helps your customers build business cases
Be mobile
Use social media to build relationships with your customers
Connecting you to a greater ROI.
Check out this video on B2B Marketers Behavior
Connecting you to a greater ROI.
Helpful Resources
1. Excerpt: MarketingSherpa Benchmark Report, 2012 Email Marketing: Research and insights for engaging email subscribers
2. Earnest, Vital Statistics for B2B Marketers Two. Inbound vs. Outbound, Sep 11 2012
3. A DemandGen Report: Breaking Out Of The Funnel: A Look Inside the Mind of the New Generation BtoB Buyer
4. http://www.forbes.com/sites/davidlariviere/2013/04/18/nutritional-supplements-flexing-their-muscles-as-growth-industry
5. http://earnestagency.wordpress.com/2012/09/11/vital-statistics-for-b2b-marketers-two-inbound-vs-outbound/
6. http://www.emailmonday.com/mobile-email-usage-statistics
7. http://www.mobify.com/blog/13-stats-to-convince-your-boss-to-invest-in-mobile-in-2013/
8. http://www.marketingcharts.com/direct/frequency-of-blogging-makes-a-difference-for-customer-acquisition-21276/