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Digital Marketing: The Right Way An introductory primer for B2B Paul Mosenson, President

Digital Marketing A B2 B Primer

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Effective digital marketing for b2b; Learn to manage the entire leads-to-sales process the right way. Covers lead generation, conversion optimization, and marketing automation with content strategy.

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Page 1: Digital Marketing A B2 B Primer

Digital Marketing: The Right Way

An introductory primer for B2B

Paul Mosenson, President

Page 2: Digital Marketing A B2 B Primer

Can you answer these questions?• A recap of your brand and mission. What image do you wish to project?• What separates you from the competition? What differentiates you?• Your target audience. Who are the prospects most likely to buy from you?• What are you clients/prospects’ needs/problems/challenges?• What benefits do you offer your customers?• What areas are performing beyond expectations and which areas are ripe

for improvement?

• This is the first step that we need answers for to commence an assessment of your e-marketing strategy. We have branding and market research professionals on staff if need be.

Page 3: Digital Marketing A B2 B Primer

More questions

• Why have a website if I can’t find your products/services on Google’s first page?

• Am I able to measure my website activity and revise my marketing tactics based on analysis of results?

• How do I get more website visitors to engage and connect with me?

• Do I have a plan to optimize and track my e-marketing efforts?

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Answer

Okay, enough of the sell, let’s move on….

Page 5: Digital Marketing A B2 B Primer

How Do Your Customers Buy Today?

• Informal information gathering through internet research

• Engage with peers who have similar challenges

• Follow industry conversations and discussions

• Research solutions with case studies, white papers, webinars, demos, etc

• Make note of the best solutions; engage with a salesperson; read blogs

• Purchase from a vendor who provided ample, ongoing, quality content that best solved my specific problem and offered ease of purchase and top quality service

Page 6: Digital Marketing A B2 B Primer

Bad Website!• I can’t figure out what you do; too

much technical jargon!• What’s all this “we have” “we do”

“we we we”, where are my benefits?• I only have 8 seconds to scan your site

and make a decision- sorry, time’s up- you don’t engage my attention!

• I searched for your product, found you in Google, clicked, and now I’m confused- where’s my solution?

• OK, maybe I’m interested. Where’s that interesting, educational content that can help solve my problem?

• How do I contact you? Fonts too small! Long web form! You lost me!

Page 7: Digital Marketing A B2 B Primer

Alright What Do I Do?• Sorry, we’re going to have to redo it,

or at least tweak it, because many website designers don’t understand marketing. Sure they are artists, but your site doesn’t exist to be pretty or a copy of your brochure, it’s designed to be an extension of your sales staff; a lead generator. Make sense?

• We may need to tweak the copy; write for your buyers. What are they looking for, and why should they buy from you?

• Need to add some engaging content so that visitors feel comfortable with your solution, and then have them easily contact you so do not lose that potential lead to a competitor.

Page 8: Digital Marketing A B2 B Primer

Where Am I? Bad Search Marketing!

• Why are my competitors there and I’m not?

• Oh there I am- but the description of my product doesn’t make sense!

• There’s too much competition and clutter; I’ll never get to appear with the big boys!

• I sell round widgets for the electronics industry. Why the heck is my ad appearing for a term targeting an audience I don’t appeal to?

• I’m getting too many poor quality clicks; I don’t believe pay-per-click works!

Page 9: Digital Marketing A B2 B Primer

Let’s Fix SEO• Do a keyword analysis of your site and

industry, and determine what terms you can raise to the top on

• Then re-do your landing page copy and page descriptions based on those keywords (yes, more website changes)

• Let’s get those keywords integrated into your site back-end code and page titles. Remember, Google needs to think your site answers the user’s search query!

• OK, time for a blog, or at least a “news” section. Google likes it when sites update content

• And also, research good quality websites that have blogs or directories that can link back to you- Google likes it when you’re listed in other quality places.

Page 10: Digital Marketing A B2 B Primer

Let’s Fix Pay-Per-Click• Install Google Analytics and let’s see

which keywords don’t perform• Let’s update keyword tactics- look at

matching options, negative words, long-tail keywords that are more focused and could bring quality traffic

• Google Quality Score- a complicated algorithm that determines ad positioning and cost-per-click, based on matching relevant keywords with relevant ads, and relevant landing pages. Let’s re-work ad groups, and make them specific to a shorter list of relevant keywords

• Your ads need to sell- let’s review offers, call-to-action statements, and unique benefits

Page 11: Digital Marketing A B2 B Primer

What About Landing Pages Again?• Clearly promotes benefits

in bullet-point form• Very relevant to the pay-

per-click ad or banner• Striking image; bold

headline• Trust copy; testimonials,

case studies, alliances• Strong call-to-action with

easily found form or phone number

Page 12: Digital Marketing A B2 B Primer

OK, Time for Social Media (That again)Am I wasting my time?

• Not wasting time if research proves your buyers embrace the channels

• Not wasting time if your content engages target audiences

• You are wasting time if you don’t have strategy, effort, content, tools, measurement

Page 13: Digital Marketing A B2 B Primer

Let’s do it Right: Blogging

• Yes, do blogs, better SEO for your site (Google ranking)

• Publish at least weekly• Useful and problem/solving• Utilize sharing plug-ins and

RSS feed• Use SEO best practices-

keywords, blog title, links• Find case studies, industry

trends, simple solutions, repurpose other people’s blog posts with your take

Page 14: Digital Marketing A B2 B Primer

Let’s do it Right

• Build relationships and potential customers• Tweet from company account:

– Promote recent blogs and news– Update audiences about products/services– Focus branding on company

• Tweet from personal account:– Best for direct relationship building– Make individual connections– More personalized

Page 15: Digital Marketing A B2 B Primer

Let’s do it Right• Personalize profile with focused bio and keywords and

company website link• Use Twitter search tools to find people to follow• Review your followers’ followers for additional people to

follow• Search for categories with hashtags (i.e. #marketing) to find

those with similar interests• Make sure tweets are useful so others follow you• Engage with followers; interact, feedback, compliment• Save useful tweets with the “favorites” star• Promote your blogs, white papers, and unique content

Page 16: Digital Marketing A B2 B Primer

Let’s do it Right

• Complete your profile- upload photo- include relevant information and keywords

• Ask questions on LinkedIn Answers; interact with thought leaders; answer questions weekly

• Link blog and Twitter to profile• Join groups in your industry and engage in discussions; post

relevant content• Remind audiences of books you read, events you attend, and

presentations you upload on Sildeshare.net• Utilize advanced search to seek out contacts and companies

Page 17: Digital Marketing A B2 B Primer

Let’s do it Right: A Fan page on

• Include useful information as an added value for those users who wish to be aligned with your brand

• Contests, Coupons,and Giveaways entice people to engage with your brand

• Promote your page on other social media platforms, email signatures, and your website

• Utilize the tabs; video, photos, and research appropriate applications (i.e. blog, Twitter integration)

• Use Facebook ads to promote your page by targeting key demos and also interests (by keyword in user profiles)

Page 18: Digital Marketing A B2 B Primer

How Do I Measure• A Little Harder: For every piece of

content you post, utilize a tracking URL (you’ve seen those “bit.ly” links that shorten normal URLS and tracks each hyperlink individually. Example- you write a blog post and promote it; give each link to the post a unique bit.ly URL for LinkedIn, Twitter, Facebook, and track readers per social media channel.

• Harder Yet: Utilize Google Analytics to its fullest to measure how each media and social media source (plus email) embrace and engage within your blog or website (more on this next!)

•Easy: Track the number of connections and followers

•A Little Harder: Utilize free or paid “reputation” or “sentiment” tools to monitor your brand or product; find our what the bloggers and social media folk think about you. (Ask us about the 100s of tools out there!)

Page 19: Digital Marketing A B2 B Primer

Get Set for Analytics Tracking• Create Goals:

– Engagement– URL destination

• Use URL builder to track– Source– Medium– Content/message– Campaign

• Apply unique URL to PPC links, Email links, social media links, even traditional sources that show unique landing pages that are redirected to a regular page (I know this gets technical, but I can explain!)

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Track e-commerce! Compare sources

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Track Almost Anything• By combining custom URL

tags made with the Google URL builder, we can track specific content and campaigns- Twitter, Facebook, LinkedIn, blog posts, banner ads, etc.

• Custom reports with a myriad of metrics and dimensions can be tracked and analyzed

Page 22: Digital Marketing A B2 B Primer

And we’re doing all this so…• I can make better decisions on what

keywords from SEO and pay-per-click reach my assigned goals

• I can see how social media users engage with my site and blog

• I can see why people leave my site prematurely and identify website navigation issues

• I can see which pages on my website are visited most; and which ones need optimization

• I can see what sites overall bring me quality traffic, so I can reallocate funds and effort toward those sources that reach my goals more effectively and efficiently

Page 23: Digital Marketing A B2 B Primer

Intermission

• OK, Take a Break • Content Strategy and Marketing Automation basics next!

Page 24: Digital Marketing A B2 B Primer

Content Strategy Reminders!

• Quality content– Creates relationships

thru interactive dialogue– Establishes you as an

expert– Builds credibility and

trust– Increases confidence

when buyers consider you

• Old-fashioned marketing doesn’t work anymore with the new breed of buyer

• Savvy buyers are researching their solutions on their own utilizing search engines, social media, and vertical portals. They are reading blogs, white papers, articles, case studies, listening to podcasts and webinars.

• Consistent and relevant content is a key influence when buyers make decisions on vendors

Page 25: Digital Marketing A B2 B Primer

How do I get Customers with Content?

• Follow the B.E.S.T. principle as developed by Joe Pulizzi, Content Expert– Behaviorial. All content has a

purpose; what do you want your prospects to do?

– Essential. Deliver information that your prospects need and find useful

– Strategic. Your content efforts must be an integral part of your overall business strategy

– Targeted. You must target your content so that it is relevant to your buyers

Page 26: Digital Marketing A B2 B Primer

Which Do I Do; How Often; Yikes

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No worries…

• Let’s put together a content map

• We’ll analyze your buyer personas- their roles, their buying stages, and match relevant content to their needs. Stay with me…

Page 28: Digital Marketing A B2 B Primer

First, buyer personas – make a matrix!

• Buyer-Types– Economic– Influencer– Technical– Executive

• Titles– CEO– VP Sales– Product Manager

• Attributes– Responsibilities– Role in buying process– Business needs– Drivers– Concerns– Risks– Priorities– Pain Points

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A Content Matrix Example

Buyer Type-Message Focus

• Economic-Outcomes

• Technical-Detail

• Executive- Thought Leadership

• Influencer-Information

Delivery Tactic

• Testimonials, Case studies, webinars

• Webinars, white papers, product briefs

• Case studies, articles

• Newsletters, podcasts

Page 30: Digital Marketing A B2 B Primer

Next- Match Content with the Funnel

• Early messages are made to attract attention and “gain permission” to communicate

• Middle messages are designed to overcome potential objections or offer deeper engagement: educate and inform please!

• Later messages offer reassurance by offering content that supports buyer decisions

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Whew!

• Content is best distributed through social media channels, your website, and thru marketing automation (next!)

• In the meantime, the good news is, your best content can be repurposed (article, newsletter, webinar, white paper, blog post). How’s that?

Page 32: Digital Marketing A B2 B Primer

It’s time to plug that leaky funnel

• Leads are expensive- we don’t want to lose them- we need to engage them!

• Our leads are in no-man’s land! Are they quality? Are we spending too much time with bad leads?

• Our sales are just underachieving; what’s a company to do?

Page 33: Digital Marketing A B2 B Primer

Marketing Automation to the Rescue

• “It’s a technology platform (SaaS) that allows you to capture, score, qualify, and nurture prospects by automated processes and drive revenue using trigger-based, multi-touch communication.”

Page 34: Digital Marketing A B2 B Primer

Integration, Folks

• Email Marketing/Lead Nurturing

• Visitor Tracking• Web Analytics• Lead

Management/CRM• Landing Pages/Web

Forms

Page 35: Digital Marketing A B2 B Primer

Capture Leads with a Web Form• Best way to capture names and

integrate into database• Be careful; not too many fields, but

include a couple important questions that can help score the leads

• Give away free content in exchange for at least an email address

• Forms allow easy data segmentation for further lead nurturing efforts and relevant email drops

• If your “contact us” mechanism is not a form, but a phone number or email, those leads will have to be manually entered into the database or MA system so that the automated lead nurturing can commence.

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How MA compares to standard email programs (in case you wondered)

• Identifies, scores, and routes leads automatically to CRMs and email• Automatically notifies sales people when prospects visit your

website• Shares data with Salesforce.com to deliver highly qualified leads• Sends personalized email based on email opens AND website

behavior history• Integrated lead nurturing and scoring• Tracks online advertising results• Can be used with traditional mail and marketing• Typical email programs only allow 1 follow-up response to leads.

MA systems allow multiple and flexible responses based on specific audience segments we identify

Page 37: Digital Marketing A B2 B Primer

Lead Scoring You Say?• Lead Scoring is a method of assigning

points to each prospect. Points are assigned based on specific criteria you set. Attributes rated are:– Form submit info (title, purchase decision), – Website behavior (pages visited, content

downloads), – Email behavior (click to website or

additional content) – Events (tradeshow/webinar attendees)

• We’ll work together on this, because with lead scoring, your sales people will only get the higher quality leads- that means higher close rates, and more revenue per deal, really!

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OK How Do We Prepare?• Align sales and marketing- work

together to generate and close profitable leads. – Enables marketing to focus on lead

management/analysis and generating sales-ready leads

– Enables sales to be more efficient and effective through productive targeting of and selling to the leads that are in the best position to buy

• Build a Content Strategy• Optimize website/landing pages for

conversion• Database cleansing• Sync marketing automation to CRM

• HEY, We’ll be right there with you! No fears to the new (and better) way of generating and selling quality leads. We’ll even manage the entire process for you- assume we’ll be the conduit between sales and marketing.

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A few, ahem, stats of interest…• According to Forrester Research, companies that

excel at lead nurturing with marketing automation are able to generate 50% more sales-ready leads at 33% lower cost per lead.

• According to CSO Insights, companies that excel at lead nurturing with marketing automation have 9% more sales reps make quota, and enjoy a 10% shorter ramp up time for new reps.

• According to DemandGen Report, nurtured leads produce, on average, a 20 percent increase in sales opportunities versus non-nurtured leads.

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Lead Scoring Impact

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Some of the major MA Players we like

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Final ChapterThis is our own ROI Calculator from our website. The bottom line with all marketing efforts is proving ROI. If we generate positive outcomes for you, then we have succeeded, and our relationship continues. Sweet!

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NuSpark Marketing• This is what we do:– Audit each element of your marketing-to-sales

process. Those elements include how you generate visits, how you convert them into prospects, and how you convert those prospects into sales.

– Offer strategic recommendations that will make your current e-marketing strategy work better. Based on our analysis, we’ll provide you strategic direction and tactical execution.

– Execute the tactics: research & planning, implementing, measuring. All efforts will be optimized for success.

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For more information

• Contact Paul Mosenson• [email protected]• (866) 586-6090, ext 1• Morton, PA• www.nusparkmarketing.com• One final picture- “me”