Six things to do in Digital Marketing

DIGITAL MARKETING

TRAINING

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6 most important focus areas

for a B2B Digital Marketeer to

get the Buyer’s attention

Search Engine Optimisation

SEM - PPC

Google Display Networks

Content Marketing

Email Marketing

LinkedIn

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1. SEO (Search Engine Optimization)

• What is a Search Engine?

• Examples of popular Search Engines

• Search Engines statistics

• Why is Search Engine marketing important?

• What is a SEO Algorithm?

• Steps to developing a good SEO strategy

• Importance of SEO

• Ranking factors

• Basic tips for optimization

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• What is a SEARCH ENGINE?

• Definition: An internet-based tool that searches an index of

documents for a particular term, phrase or text specified by the user.

Commonly used to refer to large web-based search engines that

search through billions of pages on the internet.

• Common Characteristics:

• Spider, Indexer, Database, Algorithm

• Find matching documents and display them according to relevance

• Frequent updates to documents searched and ranking algorithm

• Strive to produce “better”, more relevant results than competitors

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• Popular Search Engines

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Search Engine Statistics on Desktop

Google – 72.48%

Bing – 10.39%

Yahoo – 7.78%

Baidu – 7.14%

Baidu – 7.14%

Ask – 0.22%

AOL – 0.15%

Excite – 0.01%

Other – 1.82%

Search Engine Statistics on mobile devices

Google – 94.90%

Yahoo – 2.98%

Bing – 1.14%

Baidu – 0.20%

Ask – 0.04%

AOL – 0.01%

Other – 0.72%

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Search Engines statistics based on usage

• Why SEO is important for website / business?

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How people reach on our website

• SEO = Search Engine Optimization

– Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search

engine rankings for targeted search terms.

– Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword

search terms as a means of increasing the relevant traffic to a given website.

– Refers to an individual or company that optimizes websites for its client. Has a number of related meanings, and

usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings

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What is Search Engine Optimization?

• Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments

• The SEO algorithm is constantly changed, tweaked & updated

• Websites and documents being searched are also constantly changing

• Varies by Search Engine – some give more weight to on-page factors, some to link popularity

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What is a SEO Algorithm?

Hummingbird key features

1. Relatively harmless to "Low

ranking/authority" websites.

2. Very Helpful with quick information

SERPs.(Search Engine Results Page)

3. Biggest update since 2001.

4. Advanced knowledge graph.

5. Semantic search rather than keyword

search.

6. Caters to mobile users.

How to discover Hummingbird search

algorithm in its natural habitat

1. Shift your focus from keyword search to

user-intent search - Keywords query to

voice command.

2. Include more entrance pages to your

website with blogs or other creative

opportunities.

3. Create helpful content aimed toward mobile

users that easily answers questions.

4. Worry less about branded links,

Hummingbird responds better to quality

content.

5. Claim authorship of your content15

Google Hummingbird Search Engine

• Research desirable keywords and search phrases

• Identify search phrases to target (should be relevant to business/market, obtainable and profitable)

• “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.

• Help in writing copy to appeal to both search engines and actual website visitors

• Study competitors (competing websites)• Implement a quality link building campaign• Add Quality content• Constant monitoring of rankings for targeted search terms

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Steps to developing a good SEO strategy

On – Page factors

• On page optimization is the process by which various elements on an individual web page are structured so that the web page can be found by the search engines for specific keyword(s) or keyword phrases.

• On page optimization will not guarantee any top rating within a search engine, only off page optimization can offer that guarantee. However, off page optimization is far more effective WHEN on page optimization is in place.

Off – Page factors

Off page Optimization is optimization done off

the Page, like getting relevant links from other

sites, link exchange with quality relevant sites,

choosing relevant anchor text from the perfect

location on the different pages of different sites

etc.

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Website ranking factors

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On – Page factors

• Title Tag

• Meta Keywords

• Meta Description

• Robots file

• Header

• Alt text

• Alt Image Tag

• Content of Web Page

• Keyword Density

• Optimized URL Structure

• Anchor Text

• Interlinking

• Breadcrumb

• Navigation structure

• Site Map

• Google Site Map

Off – Page factors

• Link popularity

• Anchor text

• Page Rank

• Back links

• Bookmarking

• Forums

• Blogs

• Social network

• Articles

• Press Releases

• Participate in Answer site

• Video submission

• Image sharing

• Directories

• Traffic19

List of On – Page and Off – Page factors

• Tips to Integrate Keywords within Web

copy

• Use Keywords at the top of the web

page, within your selectable text

• Try to start paragraphs and lines with

main keywords

• Use keywords in headings and sub

headings

• Top 2,000 characters are the most

important characters of every page

• Use keywords as hyper or anchor links20

Web Content - Why Content is King?

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2. Search Engine Marketing

(Pay Per Click Marketing)

Stop Thinking PPC,

Start Thinking Consumer-Initiated

Marketing

And since B2B buyers can be searching for your

services/products at any point of time, it is advised to have an

Always On Search Engine Marketing Campaign.

Why Is PPC (SEM) Important?

i. No minimum buy

ii. Easy and fast creation

iii. Almost immediate implementation

iv. Pay only for clicks

v. Bid for placement

vi. Set maximum cost per day

Why Is PPC (SEM) Important?

SEM allows us to run very niche targeted campaigns tailor-made for specific product offerings:

1. Keyword Targeting

i. Broad Match

ii. Phrase Match

iii. Exact Match

iv. Negative Match

2. Location Targeting

i. Country

ii. State

iii. District/City

3. Language Targeting

i. English

ii. Hindi

iii. International Languages

4. Device Targeting

i. Desktop

ii. Mobile

Have you ever wondered…

Your Ad

Competitor Ad

Google Ad Extensions1. Click-To-Call Extension

2. Location Extension

3. Review Extension

4. Site Link Extension

Google Ad Extensions

Beta Testing Phase - Text Extension

A successful SEM campaign is not about

Cost per Click but about

Cost Per Conversion

3. Google Display Networks (GDN)

W H AT I S GO O GL E D I S PL AY N ET W O R K ( GD N ) ?

• The Google Display Network makes it possible for you to show your ads on websites, mobile apps, and video

that partner with Google -- using a variety of ad formats like text, image ads, and more.

• Google’s Display Network reaches 92% of all internet users across over 2 million websites and gives

marketers the opportunity to reach prospects at every stage of the sales funnel.

• Display advertising lets you

• Create all types of ads - text, image, interactive and video ads.

• Place those ads on websites that are relevant to what you’re selling.

• Show those ads to the people that are likely to be most interested.

• Manage and track your budget, campaigns and results as you go.

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DIFFERENT GOOGLE DISPL AY AD FORMATS .

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DISPL AY ADVERTISING OFFERS MULTIPLE TARGETING OPTIONS

• Keyword/Contextual Targeting: Contextual targeted is based on matching appropriate sites that participate in the display network to keywords that you have chosen to bid on, based on the products or services you provide.

• Demographics: Depending on the product or service you sell, targeting your ads based on Demographics is can very helpful.

• Topics:Topic targeting is a great way to expand your reach and find NEW customers. Topic targeting allows your ads to show on other sites that are related to your product or service. These are preset sites that Google has compiled and put in to categories for easy targeting.

• Interests: Unlike Topic targeting, Interest categories are based on users’ usage. These users have shown Interestin a product or service closely related to yours. Whether they are pet lovers or interested in purchasing a car, there is likely an Interest category that aligns with your goals.

• Placements: In the Placements tab you can choose specific sites that you know you want to add to your display campaigns.

• Remarketing: Finally there is Remarketing – arguably the most effective targeting option on the GDN. Remarketing is a great way to ‘remind’ users that have visited your site to come back and enjoy your products or services.

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4. Content Marketing

WHY CONTENT MARKETING

FOR

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Which Content Do Buyers Prefer?

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BEFORE WE MOVE TO CONTENT

MARKETING.

LET’S UNDERSTAND THE

SALES CYCLE

AND DEFINE PAIN POINTS

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WHY

SALES CYCLE?


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As we have to

“Map Content Throughout the Buyer’s Journey”


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• Buyers download an average of seven informational assets during the purchase process. (Source: IDG Enterprise)

• The higher the price of the solution being considered, the more assets buyers consume on the path to purchase. (Source: 2015 TechTarget Media Consumption Report)

• CEB (Corporate Executive Board) study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision – researching solutions, ranking options, setting requirements, benchmarking pricing, and so on – before even having a conversation with a supplier.

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Buyers now control the Research Process


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Customer sends enquiry for quote

ATE sales responds with generic questions to

check the requirement

Customer responds to the generic questions

ATE sales sends technical feasibility

proposal.

Customer responds to those questions and also shares AutoCAD design

of the facility

ATE sends list of 20 questions to understand the problem and request for design map of facility

Client approves it and requests for formal

quoteATE sends the quote

Negotiations and approval

Overview of Salescycle

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This is what usually

happens…

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ATE responds with generic questions to

check the requirement with

catalogue

No response from client for 10 to 15

days

Frantic calls to client from ATE sales team

Client gives verbal response, as unable to

understand the product

ATE sales person tries to explain the product

But due to not enough application notes or customer

testimonials, ends up in meeting

Client gives feedback to ATE sales person

ATE sales sends technical feasibility

proposal.

Client responds to those questions and

also shares AutoCAD design of the facility

Client approves it and requests for formal

quoteATE sends the quote

Negotiations and approval

And can become more complicated

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ATE sales responds with generic questions to check

the requirement

Customer responds to the generic questions

ATE sales sends technical feasibility proposal.

Customer responds to those questions and also

shares AutoCAD design of the facility

ATE sends list of 20 questions to understand the

problem and request for design map of facility

Client approves it and requests for formal quote

ATE sends the quote Negotiations and approval

Most often the customer has already done 70% research

about the company and it’s products, while the company is

not aware of this.

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Our

Approach to

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Engage with target audience

Lead Generation

Brand / Product awareness

Generating database of prospective leads

Define the end result / expectations

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Types of content

Video

Product demo

Troubleshoot

Customer Testimonials

Corporate AV

Case study

Textual

Whitepapers

Customer Testimonials

EBooks

Research reports

Maintenance manuals

Blogs

Newsletter

Images

Product pics

Customer pics

Graphic

Infographic

• Need to plan content calendar like a dinner menu. It needs to include all the food groups like…

• A healthy serving of meaty posts (research and analysis)

• A side of vegetables (thought leadership articles)

• A serving of whole grains (how-to and influencer posts)

• A condiment or two to spice things up (bold statements)

• A sweet dessert (light-hearted, viral-worthy content)

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Types of content mix

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BIG

RO

CK

CO

NT

EN

T

A healthy serving of meaty posts

(research and analysis)

A condiment or two to spice things up

(bold statements)

A sweet dessert (light-hearted, viral-

worthy content)

A side of vegetables (thought leadership

articles)

A serving of whole grains (how-to and

influencer posts)

Content Consumption Funnel

Awareness

Social Media

Blog Posts

Infographics

Video

Consideration

White Papers

Website

Web-based Events

Purchase

Website

Case Studies

Research Reports

Video

Loyalty

Newsletter

Social Media

Email

Mobile

Web-based Events

Advocacy

Social Media

Blog Posts

Videos

Content for Different Stages of Buying Cycle

1. Start with end results?

Content is not merely for consumption. It is for action. Your content should have an

intent — the goal of moving the user to action.

2. Who are we talking to?

Buyer Personas - What you need to do is clearly understand the ideal end user their

interests, their locations, their habits, and their behaviors that touch upon using your

product.

3. What is my audience searching for?

Your goal as a content marketer is to understand that intent and to have your content

appear in the search results for the specific queries, depending on that intent.

How to Create This Content?

4. Where is my audience?

Identify the online spaces which your audience frequently visit.

5. What is the best format for my content?

The answer to this question goes back to your audience’s needs, gathering places, and

desires.

6. How frequently should I reach them?

The need is to create a content marketing calendar. This will also give you an idea of

how content pieces need to be created and in what format.

How to Create This Content?

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The top five types of content that Indians share on social networks include themes such

as

• Inspiration/Quotes

• Humour/Memes

• Personal

• Updates

• Trending News

What Indians consume and share

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Here are three examples of how top brands are sharing content on LinkedIn

* From Linkedin ebook on B2B content marketing

A Big Rock Pebbles

Content creation tip

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This is a substantial content asset (think 15, 20, 30 or more pages). We need to move

from thinking like a publisher to actually publishing like one by putting out a “book” on

your topic.

• Reverse engineer the Big Rock by pulling from your blog.

• Identify five or more blog posts that follow a theme, put them in a sequence, write an

intro, conclusion, 1 or 2 case study, add some influencer interviews and quotes,

design the cover and done

Big Rock is perfect for chunking into smaller derivative content assets.

Create BIG – ROCK Content

* From Linkedin ebook on B2B content marketing

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• A picture being worth a thousand words continues to hold true in the digital world.

• Even in a business context, articles containing images get 94% more views.

• Posts with videos attract three times more inbound links and posts with images are

liked twice as often as text-only updates.

• Use infographics and colourful charts to call out important statistics

Importance of visual element for B2B

5. Email Marketing

Marketing Prediction for 2016

“Email Marketing Will Experience A Second Coming Of

Age In 2016”

Do’s & Don’ts of Email Marketing




Emailer Campaign Metrics

Emailer Marketing is like a science,

you need to keep on fine tuning it till you get the desired results.

Campaign Metrics

1. Open Rate: The percentage of email recipients who opened the email

2. Click-Through Rate: The percentage of email recipients who clicked on one or

more links contained in a given email.

3. Conversion Rate: The percentage of email recipients who clicked on a link within an

email and completed a desired action, like filling a lead form.

4. Bounce Rate: The percentage of your total emails sent that could not be successfully

delivered to the recipient's inbox.

Email 'Type'Customer Lifecycle Segmentation (SAMPLE)

Prospects Nursery Development Lapsing Lapsed

LifecycleP2C

programmeNursery

programmeSpot the winners

Prevent Lapsing programme

Lapsed programme

Behavioural Triggered by customer behavior (max 1 email per week for each programme)

Newsletter Sent wk 1 each month to all contacts with personalised content

Feature Email Sent wk 2 each month to all contacts

Offers and Deals Sent wk 3 each month to all contacts

New Product Introduction

Sent wk 4 each month to all contacts

Emailer Marketing Plan

Emailer Marketing is not a one off activity. There needs to be a sustained, well-defined

emailer program to gauge the effectiveness of the channel.

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6. LinkedIn

6 Things every B2B company should be

doing on Linkedin

1. LinkedIn Profiles

• Start with a good picture. People like visuals on your profile and your professional photo is the most important one.

• People outside your network can’t see your contact details so make sure to put them in your summary.

• Keep your profile active by sharing interesting professional content, either curated or company content.

• Experience – Don’t be afraid to use detail

• Projects – Uses this as your portfolio showcase with all the relevant links.

• Look for Recommendations based on your skills

• Join Groups

• Make Connections – Linkedin is all about networking

2. Company Page

• Be thorough, and use all of the tools you have available to you

• Treat your LinkedIn page as a marketing vehicle

• Ask your employees to follow the page

• Tell People About Your Page

3. Showcase Page

Create showcase pages for your specific products or services. You can also create these pages on the basis of geographies if you want to give out tailor-made content.

4. Groups

• Join existing groups which are relevant to your company

• Create Groups around your Business Offering eg. IOT Professionals

5. Connections

LinkedIn is all about networking, simply reachout to professionals you want to connect with.

Sponsored

Content

Text Ads

6. LinkedIn Ads – Self Serve

Precision B2B targeting

• By job title and function

• By industry and company size

• By seniority

Case Studies

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Digital Media to drive sales for

a real estate property i.e.

Promont

As Social Media continues to grow in India, one the key

avenues for growth for a brand includes targeting using

advertising options on various channels

• Promont is a luxury property where each home is

worth Rs. 2.5 Crore and to market this property we

used Facebook Advertising

• 60+ qualified leads and 1 purchase made in a 1 month

campaign

INTRODUCTION

• ShipServ is a leading e-marketplace in the maritime industry providing a portfolio of software, services and hosted

applications designed to enable efficient global shipping. Their core product TradeNet, an e-commerce platform

connecting industry buyers and suppliers. Currently ShipServ serves 150 shipping companies managing 5,000 ships and

approximately 30,000 suppliers. In 2008 the company turned to the social web to help them through several marketing

challenges:

– Image of being an impersonal software company.

– Limited marketing budget and employee resources

– Increase awareness of using eCommerce as a shipping solution — a big change for traditional customers

– Customer base not early technology adopters. A survey showed 65% regarded the social web as a “distracting

waste of time”

STRATEGY

• The company began with research to find out where customers were receiving their information, their participation in the

social web, information needs and the current “state of the conversation” for the ShipServ brand.

• Key discoveries included that there were very few online communities for their industry and that the mention of their

brand was rare.

• Despite the fact that their historical customer base largely did not use the social web, they saw an opportunity to seize

the lead and become a thought leader in their marketplace.

• ShipServ partnered with an outside marketing firm and their CRM vendor to create an integrated social media plan that

focused on leading the creation of an online community, developing outstanding content and using social media channels

to drive new sales leads through their website.

ACTIONS• Conducted research to determine customer information needs and keyword themes.

• Revamped website to be more customer and content driven — New design was more easy-going and personal. Developed custom

landing pages for groups of keywords used to find the company and specific calls to action based on individual customer needs.

• Created a blog that frequently featured their customers. They also used the blog as a way to establish conversations in the industry.

• Developed quarterly content plan based on themes established from research. Content was leveraged and re-purposed in various

ways across all the social media sites.

• Promoted original content through variety of social media channels, which were used as “beacons” to drive traffic back to the main

website.

• A series of valuable white papers (like 10 Essentials of Online Marketing in the Shipping Industry) were created and promoted

through the social channels, website and newsletter, resulting in 1,000 downloads in seven months.

• Search engine optimization campaign, including keyword content planning.

RESULTS• Website

– Website visitors increased by 59 %

– Pageviews increased by 70 %

– Average time on site increased by 25 %

– Generated over 1,000 downloads of a white paper

• Community

– 378 members in the ShipServ Maritime Network group on LinkedIn

– 300 visitors to the blog

– Over 600 views of the company videos

– LinkedIn and Twitter have gone from zero to the top 20 traffic sources

• Business statistics

– Increased contact-to-lead (landing page contact) conversion by 150%

– Increased lead-to-opportunity conversion by 50%

– Decreased campaign management costs by 80%

– Increased the number of sales-ready leads by 400%

– Measurable increase in brand awareness

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INTRODUCTION

• Fisher Tank, founded in 1948, is one of the

leading full-service welded tank fabricators and

constructors in the United States.

•

The company’s services include:

– Pre-construction of tanks

– Engineering & Design of tanks

– Fabrication of tanks

– Blasting & Coatings of tanks

– Field Construction of tanks

– Repairs & Modifications of tanks

They serve industries like ethanol/bio diesel,

industrial, municipal, refining, pulp & paper, water

& waste treatment, etc.

PROBLEM

• Fisher Tank produces highly specialized products that are very expensive. Their sales cycle is long – from 12 months

to several years and the projects run into millions of dollars. They get projects by cold calling, word of mouth referrals

and repeat customers. They needed a way to grow their business.

SOLUTION

• The first step that was taken to help Fisher Tank was to change the website design. The old website looked

like this:

– There were no social media links

– No calls to action (to download free resources of interest and value to prospects)

– No blog with social sharing abilities

– Little or No keyword optimization etc.

Below is the redesigned website:

Contents (expert advice/tips/industry news) are written and posted regularly on the website. They are educative

and interesting contents using long tail keywords with rich pictures to get Fisher Tank found on the search engine.

RESULTS

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Just like Fisher Tank, you can :

1. Improve your website’s navigation

2. Add social media channels

3. Create a blog with educational content that

will inform your audience

4. Create free resources (guides/reports/e-

books) to generate leads and sales

5. Include a blog round up on weekly or

monthly basis.

Takeaways

Thank You!