Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:

B2B Digital Marketing Priorities for 2013

René PowerDigital & Business Development DirectorBDB

The seven areas you should be focusing on in 2013

Digital marketing advice, training and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• Author of 5 bestselling marketing books first

published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since

1997• Manages SmartInsights.com: a marketing advice

site with Expert members in over 50 countries

January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership

Books

Are you a digital magpie or owl?

• Impulsive• Reactive• Likes new shiny things • Wise

• Thoughtful• Methodical

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Agenda Priority 1: Why your business needs a digital strategy Priority 2: Establishing an effective home base Priority 3: Getting and staying found Priority 4: Developing inbound interest Priority 5: Going social Priority 6: Turning traffic into leads Priority 7: Making analytics your friend

Please interact using the BrightTALK buttons:

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About me

18 years in B2B marketing Accomplished international (digital) marketer and

business developer www.bdb.co.uk Respected blogger

www.marketingassassin.co.uk In demand digital marketing speaker Author Brilliant B2B Digital Marketing An owl (with a taste for shiny things!)

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Priority 1: Set a strategy

Why? Information is the primary driver in B2B specification Browser mentality: supplier research is predominantly

conducted online Applying a robust approach to being found when

customers are looking increases

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Poll [1]

Do you have a documented digital strategy?

Yes No Don’t know

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Benefits of a B2B digital strategy

Focuses activity Sets tangible goals Helps secure buy in at all levels Assists financial & resource investment Identifies / prioritises target audience Understand channels / how they are

used Encourages use of channels

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What goes into B2B digital strategy?

Digital SWOT Online value proposition Return on investment

measured by Sales Savings Attribution Customer satisfaction

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Priority 2: Establishing home base

Why? There are over 10m .co.uk sites registered and

644m live sites worldwide Your website is most likely the first port of call

36% of B2B buyers look at supplier sites during problem resolution

49% of B2B buyers look at supplier sites to shortlist 18% of B2B buyers look at supplier sites to make final

supplier selection* Your website provides that crucial first impression

*2012 Buyersphere survey

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Hallmarks of brilliant B2B websites

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Priority 3: Getting and staying found

Why? Search is everything Customers browse on their

terms You have a great site =

don’t leave it as a great art in a dark, concealed room

Search optimised sites can make or break businesses…and careers

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Checklist: key areas to focus on

Use Google Adword tool for keyword analysis Set primary keyword/s per page Assess competition Meta data - First 70 and 200 words and density Meta description Page titles, h1 tags and alt tags Anchor text Calls to action

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Example: Atlas Copco

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Example: BOC

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Priority 4: Driving inbound interest

Why? Use content to attract customers Deliver useful and relevant

information to customers when they most need it

Demonstrates authority Builds reputation Creates trust which leads to

transaction

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Build an inbound marketing machine

Audit what you have Repackage and repurpose Create a calendar Run mini campaigns Set milestones Walk before you can run

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Poll [2]

Do you use any of the following inbound content marketing tools?

Blogs Hosted presentations Newsletters / email Webinar / webcast Guides / white papers / ebooks Audio content Video content

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Examples

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Priority 5: Going social

Why social is important for B2B Social enhances audience building Social can drive deeper relationships Social can provide ready-to-use test & trial Social can deliver customer service

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Poll [3]

Which social media platforms are going to be critical to B2B in 2013?

Facebook Linkedin Google+ Twitter YouTube Slideshare Pinterest

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Do you (or can you) CARE?

Content Audience Relevance Evaluation

How do we want to be perceived?

What are we going to say, share, comment

on?

How are we going to do it?

Who do we want to be associated with?

Who do we want to influence?

Who do we want to engage?

What are important issues to our audience?

How can we help, advise, add value?

Can we do this frequently?

Can we measure if / how our content matters?

How are we going to measure if audiences

care?

How are we going to measure our relevance?

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Do something different...hel

p

Be personable...

care

Engage...tell

a story

Routes to ‘sticky’ social media

Be persuasive

and credible

Keep it simple

Feedback..

.dialogue

not monologue

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Examples

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Priority 6: Turning traffic to leads

Why? Businesses can’t just help They need to turn a profit Finesse landing pages

Tease and tantalise Always have a next step or

action that the customer is

inspired to take

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Achieving better conversion

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Priority 7: Make analytics your friend

Why? …Really!? Set up goals/funnels and

assign value Use forward and reverse path

analysis to indicate most popular/effective content

Use event tracking to monitor calls to action

Use content experiments to test/increase performance on key pages

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What can you measure?

Buzz by no of posts buzz by impressions shift in buzz channel buzz

asset popularity buzz by customer type mainstream media

mentions growth rate of fans follows friends contacts no of pass

alongs recommends embeds bookmarks subscriptions

page views clickthroughs changes in search ranking type reach

channel geography volume of posts impressions time spent clicks

contributions by bloggers chatrooms wikis online sales offline

sales savings change in share AEV event response

email open rate by time / region event

attendance

buzz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls

virtual gifts tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention complaint handling

cost per click satisfaction feedback dwell time on site

bounce rate cost per customer

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Ultimately, can you answer these?

1. What are your marketing activities designed to achieve and how can you link the investment in specific areas to tangible revenue, profit and growth?

2. How would a percentage decrease in your marketing budget impact revenue, profit and growth? (At some point, you will be asked to work with a reduced budget.)

3. How effectively are you converting marketing investment to sales compared with previous periods, competitors and the marketplace?

4. Can you define what your revenue conversion is (profit minus marketing and sales spend)?

5. What do you need to know to be able to answer these questions in order to quantify your return on marketing investment?

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Summary Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor analytics Don’t be a magpie – become

an owl!

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Thank you for your participationYour questions please

Please ask questions and rate this webcast

For more Answers to your Digital Marketing Questions use our free community

Best wishes for 2013!

http://www.smartinsights.com/answers

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More on B2B digital marketing?

NEW 440 page Kindle eBook on B2B digital

marketing available now at Amazon

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resources are available to Smart Insights

Expert members.

rene@bdb.co.uk

www.bdb.co.uk

@renepower

http://marketingassassin.co.ukblog

http