Digital marketing isn’t a fad. It’s time to convince senior

management.

Why are we here?

15%

19%

20%

39%

46%

Don't know how to get started

Getting senior management on board

Customers aren't typically online

Dedicating internal human resources

Finding the budget

Top Barriers Cited to Digital Marketing

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

Contents

Today’s Buyer

Look familiar?

It’s the new reality of today’s B2B buyer.

Accessing information, forming opinions and researching your company online, on the go

and through multiple channels.

In fact…

of the sales process is over before a potential customer contacts your company

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

Everywhere your company is found online

•  Website, microsites and blogs

•  Visibility and listings in search engines

•  Your original content

•  Social media

•  Wherever anyone is talking about your company, product or service online

Why do you need a web

presence strategy?

•  Educate customers and build trust

•  Drive leads to your company website; gather insight

•  Nurture customers through the buying process

•  Get discovered and outrank competitors in search engines

•  Position your company as thought leaders

•  Build long term digital assets

•  Create brand advocates

Unlike a sales team, your web presence works for you 24 hours a

day, helping customers find you, instead of you having to find them.

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

Investment or expense

•  Web presence is like any other capital asset, but it just happens to live online

•  It’s a machine that contributes to demand generation and brand equity, providing infinitely measurable results…far beyond traditional sales tactics

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

Only companies feel they are using content effectively.

Yet, B2B companies that blog cited a increase in leads per month.

A few keys to effective content

•  Link it to your overall marketing strategy

•  Be solution-oriented by solving your prospects’ business problems

•  Communicate what makes you different and innovative

•  Make boring content more interesting with visuals: they are 94% more effective at engaging readers

•  Keep it fresh and regular: outdated content is a turn off

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

A study in 2013 by CEO.com and DOMO revealed:

of Fortune 500 CEOs had no social presence whatsoever….not even

on LinkedIn

Their loss is an easy gain for social savvy CEOs

Word-of-mouth is now online

Social media has transformed the way businesses engage with their customers

Yet our research showed that only of businesses have fully embraced it

Why does social media matter?

•  Content distribution and customer engagement

•  Customer relationship management

•  Sales lead initiation and opportunity advancement (social selling)

•  Networking and influence marketing

•  Gathering customer, competitor and market intelligence

Today’s Buyer

What is web presence?

Investment or expense

Why does content matter?

Social media isn’t just for teenagers

Search engine dominance

Approximately

of B2B buyers begin their path to purchase

with an online search engine.

What is search marketing?

•  Gaining visibility in search engines through unpaid (search engine optimization) and paid (pay-per-click) efforts.

•  Positions your company’s content in view of potential customers when they start searching for a product or service that will solve one of their problems.

•  Your chance to capture attention of a customer and draw them in to the top of your marketing funnel.

Be a leader and do what your competition is not.

Now is the time to start building

web presence.

Ready to get started? Contact the Giants:

www.bedigitalgiants.com

@bedigitalgiants

Sources cited in this presentation

•  Slides 6, 16 and 20: Digital Giants and Vireo Research –  Digital Marketing in Canada

•  Slide 17: MDG Advertising –  http://www.mdgadvertising.com/blog/its-all-about-the-images-

infographic/

•  Slide 5 •  Slide 16 •  Slide 25