B2B Marketing Seminar
Transcript of B2B Marketing Seminar
Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter: twitter.com/ajaxunion
Like On Facebook: www.facebook.com/ajaxunion
Connect On Linkedin: www.linkedin.com/companies/ajax-union
Call Ajax Union: 800-594-0444
Zevi Friedman & Joe Apfelbaum
@zevifriedman & @joeapfelbaum
Please post questions on Twitter
#AjaxUnionSeminar
Today We Will Discuss…
Branding VS Marketing
vs
Branding VS Marketing
How Do YouMeasure ROI?
Multichannel Marketing
B2B marketers use an average of 12 marketing tactics
Website ROI Optimization
• Straight-forward Homepage• Organized Categories• Detailed Products • Check-Out Cart • Security logos• Call To Action! (above the fold)• Phone/Email/Livechat Options• Clear Shipping Instructions• Order Processing Time• Return Information
TODAY: Your Customers are online – are you?
97%of consumers research products online
before buying
Content Marketing
59% of B2B marketers rate blogs as the most effective content marketing tactic.
Half the companies in the U.S. don’t have websites!
Does Your BusinessHave a Content Strategy?
Content Marketing
“Marketing Is Impossible Without
Great Content.”
• Blogging• Articles• Press Releases• eBooks• Infographics • Case studies • How-to guides • Q&A’s
Content for your company can be presented in a variety of media, including:
Content Marketing
So You Have Content.Now What?
Online Marketing Gives You More Options
Social Media
Why social media?
Stats about B2B Marketers:
• 60% have a social media strategy or plans to create one over the next year• 90% are active on Facebook• 53% are active on Twitter• 47% are active on LinkedIn• 33% are active bloggers
(Penton Marketing Services, 2012)
Social Media
“Your CompetitionIs Social.”
Where are you?
• Facebook• Twitter• Linkedin• Google +• Pinterest• Instagram
87% of B2B content marketers us social media (other than blogs):
Social Media
• In the first six months of promoted posts, 300,000 businesses used it with 75 percent being repeat customers
• HubSpot ran a campaign on Facebook and saw a 71 percent increase in sales.
Does Facebook Work for B2B Marketing?
Source: Dan Levy, director of small business at Facebook
Social Media Optimization
http://blog.linkedin.com/2013/01/09/linkedin-200-million/
Video
“People spend 20 seconds on video.”
YouTube is the second largest Search Engine!
• More than 1 billion unique users visit YouTube each month
• Over 4 billion hours of video are watched each month on YouTube
• 72 hours of video are uploaded to YouTube every minute
Putting Video on your Website• Having videos on your
site helps improve your conversion rate!
• Video Types and Placement:– General company video
– perfect for homepage!– Product videos – specific
product pages– Fun videos – great for an
‘About Us’ page
Product Videos on your Site
• Having product videos is great, but they need to serve a purpose
• Ideas for product videos:– More views and angles of a
product– Instructional/how-to video
for the product– Testimonials/reviews
about the product from past customers
Video Blogging
• Great for building your brand and creating regular content for your business!
• Ideas for video blogs:– Product videos– “How-To” videos– Commercials– Viral Videos (more creative and fun)
• Goal: generate engagement with your videos– Encourage comments and feedback, and follow up
when people do leave messages!
Check out GrowTime! A web series where CEO Joe Apfelbaum talks about
business, marketing, and technology!
www.growtime.tv
Our YouTube Channel
http://youtube.com/ajaxunion
Search Engine Optimization
SEO is the process that allows search engines to understand your website.
Define your SEO goals
1) Research Keywords2) Create Campaigns 3) Measure Results
On Site SEO VS Off Site SEO
On Site
SEO that can be done on your site without exterior elements.
Off Site
SEO-based marketing that is done outside your site.
• Title tags and meta tags• H1 tags• Graphic alt text• Layout and design elements• On-site articles/blogs• Keyword density• Keyword-formatted URLs• Fresh content• Indexing• Internal linking• XML Sitemap• Robots.txt file
•Back-linking or inbound linking•Article directory submissions•Commenting on related sites, forums and blogs•Social network marketing•SEO-friendly directory participation•Press releases•Optimized video submissions•Keyword analysis•RSS Feeds•Posting on Q&A sites•Trackbacks
Organic results on a search results page
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Organic Results
SEO and Content Writing
Three Content Writing Tips
Make sure to use: relevant keywords and linkable content.
Incorporate your keywords into your backlinks to reinforce the keywords for Google.
Don’t overstuff your text with keywords. Keywords should be 5 – 7 % of the total copy.
Makes Your Website Come Up In Search Engines
Helps Your Business Be Seen Online
Gives You Credibility On The Internet
Allows you to get leads and make sales
Search Engine Optimization
A paradigm shift
Traditional Advertising Advertising Through Google
Customers
The anatomy of a search results page
Ads (Google AdWords)
Google AdWords
• Get relevant traffic to your website.• Only pay when people come to your site• Optimize for the keywords that convert• Target people in your geographic area• Customize your message• Spend as much or as little as you like• Banner advertising can tap into 80% of users• Most effective return on adspend• Measurable ROI
Remarketing Ads• Follows visitors who have been to your site• Brings customers back to your page to complete an action• Out of sight, out of mind• Can target different ads for users who searched different products
Match TypeHow keyword appears in AdWords:
The ad will show when:
The ad will show when a searcher types:
Broad Caribbean Cruise
Any word combination related to part of or all of the keyword or related terms in any order
Caribbean Cruise ShipsTropical Cruise
+Broad +Modifier +Caribbean +CruiseWords related to every word with a + sign in front of it in any order
Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the exact order specified. Can have other words before and/or after.
Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise
[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in
Caribbean Cruise
-Negative - TomAds will not appear when this search term is entered in the query
Add will not show if someone types:Tom Cruise
Keyword Match Types
Service provider
-become
-study
-class
-classes
-course
-license
-training
-jobs
-employment
-supplies
-tools
-price
Vacation destination
-library
-doctor
-vet
-hospital
-schools
-coffee
-cards
-history
-jobs in
-pictures
-news
-weather
Frequently used
-free
-lyrics
-second hand
-used
-parts
-repairs
-wholesale
-pics
-pictures
-definition of
-history
-diy
Some Common Negative Keywords
Worksheet #5
Email Marketing
Email Marketing Overview
• Build Your List• Message• Reporting• Optimizing
Build An Email List
• Make sure your website has an opt-in registration to your join your email list
• Ask for a co-sponsored email from an online content site• Get leads from lead directories and databases • Use sites like LinkedIn, JigSaw, Lead411 and other lead
directories to find leads • Manage a template email that your sales team can use to send
to contacts found in lead directories. • Should you buy a list?
Optimize Your Call To Action
• Eye-catching; first thing readers see • Easy to understand • Above-the-fold• Link to the proper landing page• Have a simple registration form
Choose an ESP
Five Things to Consider When Choosing an Email Service Provider.
• Make sure the provider’s application is intuitive and easy to use. • Research ESP prices so you can accurately estimate your costs. • Can you keep your send lists organized and maintained through your account? Find out! • Will they manage responses, remove opt-outs from future lists, and provide tracking reports? • What type of lead nurturing software do they offer so that you can manage contacts as they move through your email marketing and into your sales cycle?
WE RECOMMEND: WE RECOMMEND:
Dissecting an Email Message
Optimize Your Email Message
• Keep a consistent voice• Make sure all links are correct• Always have someone proofread your email• Create an effective email layout• Spread out your emails –
don’t harass your list!
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Am I creating effective content?
How can I improve site interaction?
What keywords did they use to get there?
Where are my visitors coming from?
Google Analytics
Where are visitors abandoning my shopping
cart? Why?
Providing Answers to Difficult Questions
www.google.com/services/smallbusiness
Visitors overview
Ajax B2B Analytics Tool: A More Detailed Analysis
• Easy-to-understand analytics for your websites• Translates data into information for ANY level user• Real-time visitor identification and behavior tracking• Lead generation and conversion management• Online campaign tracking and ROI measurement• Customized, presentation-ready reporting• Easily integrated plug-n-play solution
Who Came To MY Site?
Optimized Lead History
Source: BIA/Kelsey Group, User View Wave VII, May 2010
Thorough Page Reporting
Detailed Lead Information
Let’s Recap
• Marketing Tactics, Effectiveness and ROI• Content Marketing• Social Media• E-commerce• Multichannel Marketing• Search Engine Optimization• Email Marketing• Internet Advertising• Web Analytics• Online Video
SPECIAL BONUS!SPECIAL BONUS!
Spring Product Expo
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NINJAS ABOUT HOW WE CAN REGISTER YOU
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Ajax Union Events!
For more events, visit www.ajaxunion.com/events Email: [email protected]
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Monday, 5/13: CEO Networking!
Ajax Applications
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Find out more about Ajax Union: www.ajaxunion.com
Questions?Comments?Concerns?
Thank you!
Find out more about Ajax Union: www.ajaxunion.com
What Strategies Are YOUGoing to Implement TODAY?
Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter: twitter.com/ajaxunion
Like On Facebook: www.facebook.com/ajaxunion
Connect On Linkedin: www.linkedin.com/companies/ajax-union
Call Ajax Union: 800-594-0444