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

[email protected]

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

mailto:[email protected]


What Is Digital Marketing?

Blogs Podcasts Video eBooks Enewsletters Whitepapers SEO Social media marketing

…also called “Inbound Marketing”



Inbound Lead Generation


Inbound Conversion Rates

10x higher conversation rates than other channels


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.


74% of B2B executives still find

direct marketing effective.


Research attributes the growth in Nutritional Supplement

Industry to multichannel approaches


A shift away from “interruption” advertising

9 out of 10 business buyers say when they are ready to

buy, they will find you.


Customersare well informed,

engaging in many conversations before their

first conversation with your brand.


“How can we proactively insert ourselves into the

conversations of our customers?”


Sales Funnel

Conversations are occurring at each stage of the sales

cycle.


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


B2B Marketing Behavior

81% web search

50% advice from peers

48% engage in online industry conversations

41% thought leader blogs


131 billion website searches a month

110 average searches per person per month

How do you show up in search results…?


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)


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


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


Acquiring Leads Through Blogs

slide 20


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


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


And the more your content is shared, the more search engines will begin to see you as an expert in that

content area!


What type of content does B2B like?


88% of B2B executives

read white papers

weekly.


75% of B2B executiveswatch videos on

business sitesweekly.

http://youtu.be/V6Q34ID2n1Q


Average videos viewed per viewer is up 13% since last year world- wide.


Google (YouTube) Top Video Destination


…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.


A customer will disengage from a

brand for 3 months if they have a bad mobile experience.


More email is read on a smartphone than a desktop.

13% of execs are now primarily checking their email via a mobile device.


If an email doesn’t look good…

69% delete it

18% unsubscribe


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

http://litmus.com/blog/anatomy-mobile-email


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


What Makes Them Open an Email?


What Email Do They Like?

Special Offers

Real-time delivery tracking

Promotions

New product announcements

Newsletters


When Do They Like Getting Email?


Where does social media play into the mix?


B2B Social Media

77% of B2B companies acquired a customer through Facebook

Twitter (55%)

LinkedIn (51%)


Social Media Improves Search Results


More Followers Equals More Leads


Social Media Helps SMBs


MusclePharm Facebook

MusclePharm cultivated customers by using social media effectively.

300,000 followers on Facebook; helps develop personal relationships with their customers


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


Thank you!

Questions?


Helpful Resources


Check out this video on B2B Marketers Behavior




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/

http://www.forbes.com/sites/davidlariviere/2013/04/18/nutritional-supplements-flexing-their-muscles-as-growth-industry

http://www.forbes.com/sites/davidlariviere/2013/04/18/nutritional-supplements-flexing-their-muscles-as-growth-industry

http://earnestagency.wordpress.com/2012/09/11/vital-statistics-for-b2b-marketers-two-inbound-vs-outbound/



http://www.emailmonday.com/mobile-email-usage-statistics

http://www.emailmonday.com/mobile-email-usage-statistics

http://www.mobify.com/blog/13-stats-to-convince-your-boss-to-invest-in-mobile-in-2013/

http://www.mobify.com/blog/13-stats-to-convince-your-boss-to-invest-in-mobile-in-2013/

http://www.marketingcharts.com/direct/frequency-of-blogging-makes-a-difference-for-customer-acquisition-21276/

http://www.marketingcharts.com/direct/frequency-of-blogging-makes-a-difference-for-customer-acquisition-21276/