Victoria Abed, Allbiz

CONTENT STRATEGIES FOR B2B

THAT GENERATE TRAFFIC

CASE STUDY: UGC FOR B2B

© Allbiz, 2015

Is it real of create user-generated content for B2B that makes

significant contribution in organic traffic growth on the site?

? KEY CHALLENGES:

UGC is complicated and long-term strategy

Main sources of UGC are comments, feedback and

case studies

The volumes of UGC for B2B sites usually make

impact on customer’s loyalty and credibility

CASE STUDY: UGC FOR B2B

© Allbiz, 2015

OUTCOME

Product value (platform work effectiveness)

has been increased for buyers and suppliers

Platform effectiveness performance

demonstration

Additional source for organic traffic

Lead (order)

generated on the

platform

Moderation

(relevance data

check)

Publication in

Leads PLUS

system

CASE STUDY: UGC FOR B2B

© Allbiz, 2015

CASE STUDY: UGC FOR B2B

© Allbiz, 2015

RESULTS

150K user-generated orders (leads)

for 9 months

28K contacts openings, more than 3K leads

were opened 2 or more times

+150-200K page views per month,

61% organic search

Autotranslation tool helped us to attract traffic

from 44 countries

CASE STUDY: OFFLINE MARKETING + PR VS BRANDED TRAFFIC

© Allbiz, 2015

Do brand awareness and brand image activities make any impact

on traffic? ? START POINT

Low brand awareness

PR was based mainly on press-releases

Effectiveness measurement: once a year

CASE STUDY: OFFLINE MARKETING + PR VS BRANDED TRAFFIC

© Allbiz, 2015

36

72

141

0

20

40

60

80

100

120

140

160

2013 year 2014 year 2015 year

# of Attended/Organized Offline Events

156

423

712

0

100

200

300

400

500

600

700

800

2013 year 2014 year 2015 year

# of Online Publications

CASE STUDY: OFFLINE MARKETING + PR VS BRANDED TRAFFIC

© Allbiz, 2015

Google trends for Allbiz:

2014 vs 2013: +25,4% YoY

2015 vs 2014 (9 months):

+43,7%

Branded traffic at Allbiz:

+20-40K sessions monthly

CASE STUDY: OFFLINE MARKETING + PR VS BRANDED TRAFFIC

© Allbiz, 2015

Yandex WordStat for Allbiz search queries:

2014 vs 2013: +1,5% YoY

2015 vs 2014 (9 months): +20,4%

CASE STUDY: CONTENT STRATEGY THAT ROCKS!

© Allbiz, 2015

Is it possible to join B2B community and deliver

them real value? ? KEY CHALLENGES

To attract target audience with valuable content

Not to be lost in informational buzz

To involve B2B profs in active dialog

© Allbiz, 2015

CASE STUDY: CONTENT STRATEGY THAT ROCKS!

3 Webinars

1563 registrants

from 7 countries

621 attendees

from 7 countries

50+ ideas for

further webinars

813 YouTube views

1000+ leads for

new platform

Loyal and interactive

community

ANY QUESTIONS?

Victoria Abed

Head of Marketing Communications Department, Allbiz

E-mail: v.abed@all.biz

Skype: marketing14.all-biz.info

Facebook: facebook.com/victoria.khilkoabed