Driving B2B Sales with Social Media
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§ Driving Sales with Social Media! West Sweden Chamber of Commerce, Nov 6, 2015
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Transcript of Driving B2B Sales with Social Media
§
Driving Sales with Social Media!West Sweden Chamber of Commerce, Nov 6, 2015
Driving Sales with Social Media
• Very short presentation of Erik & Skapa• Challenges for B2B• Content Marketing• Social Media Strategies• Attract and Convert Visitors to Leads• Measure, Analyze, Act• Conclusions and Discussion
Presentation – Erik Ekholm
• CEO at Skapa• Master of Science and Naval Architect at
Chalmers University of Technology• Previously at Stena AB, Volvo Trucks,
Rosemount Tank Radar• Founded Skapa in 1996• Lecturer in online marketing at IHM
Business School, Stockholm School of Economics, West Sweden Chamber of Commerce and Norwegian-Swedish Chamber of Commerce.
Skapa – Smart Online CommunicationCommunication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content published in multiple channels.
Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and web based system solutions that supply the data to the right person at the right moment!
We Love Business-to-Business…
”Facebook? – Aber nein, we are not that kind of a company!”
• What if someone writes something negative about our products? Or that our legal eagles don’t approve.
• What if our competitors may learn of our secrets!• We can only create one article per quarter – maximum!• What do the sales people tell the customer, if everything has
already been published?• It’s impossible to manage in multiple languages• The dealers/distributors don’t like that we have direct contact
with the end customers.
A few objections to using social media
Challenges for B2B Sales & Marketing
• Identify your potential customers• Understand the customers’ needs• Attract the customers• Create a relevant communication• Built trust and confidence persistently• Be top-of-mind when purchasing
decision is made
Focus less on push of content– focus more on attracting interest!
Content Marketing
Attract: New business and develop loyaltyby delivering:relevant and updated contentthat meet the customers’ :Needs, challenges and questions
Content Marketing is Perfect for B2B
Relevant Content Attracts Visitors that Become Leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
CustomerMagazines
Relevant Content Feeds Multiple Channels
CONTENTSales Material
Website
Blog
Email-Marketing Social Media
EmployerBranding
Press
The B2B Purchasing JourneyFrån frågorna till EXEC-gruppen inför seminariet: “För ett företag handlar det ju om att nåut till nuvarande och nya potentiella kunder samt diverse olika intressenter för enverksamhet/företag på ett effektivt sätt. Det handlar ju först om riktad marknadsföring ochatt sedan göra kunden, eller den man vill nå, komfortabel med ens företag eller det man erbjuder / står för och sedan i slutändan bli en ”ambassadör” för ens verksamhet/företag.
Social Media Strategies
SEARCH OPTIMIZATION
PUBLISHING PLAN
EDITORIAL CALENDAR
POLICIES & GUIDELINES
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
ONLINE STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS
The ultimate goal of your online communication? Is it to:
• Increase brand awareness?• Improve client engagement? Build confidence/trust?• Improve customer support efficiency?• Attract and retain key staff members• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goal
“Our main goal is to get closer to the customers”
”Creating valuable local dialogues”
Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented
True engagement and motivation is needed
LinkedIn:• 400 million acquired
users in 220 countries• 187 million monthly active
users• Owns Slideshare• 0,8 billion USD Q3 2015
+37%
Twitter:• 320 million active users• 500 million tweets per day• 0,6 billion USD Q3 2015
YouTube:• More than 1 billion
active users • Watch time up 60% y/y• Average viewing session on
mobile 40 minutes• Bilions of views per day• 100% owned by Google
Facebook:• 1 billion daily active users• 1.5 billion monthly active
users• 1.4 billion mobile monthly
active users• 4.5 billion USD Q3, 2015 up
41%
Where are your target groups?
• “More than anything else, SEO is about the overall experience for a searcher, and that experience starts the moment they enter a search query. The better their experience with you --from your listing on the search engine result page (SERP), to the quality and relevancy of the content on your site, to the ease with which they can move through your site - the better your SEO will be, too.” /Hubspot
17 SEO MYTHS YOU SHOULD LEAVE BEHIND IN 2015 by Hubspot
SEO = Search Experience Optimization
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Elos Medtech – Expertise and experience
• Building confidence through expertise and experience• elosmedtech.com, Facebook, Twitter, LinkedIn• Google and check position:
– medical automated factory (pos 1,2 of 2.780.000)– tolerances thermoplastic components (pos 1 of 626.000)– demands healthcare china (pos 7 of 14.700.000)– ISO registered medical partner (pos 1 of 269.000)– measurement injection moulding (pos 4 of 762.000)– validation process medtech (pos 2 of 160.000)– surface analysis medtech (posi 1,2,3 of 46.800)– rydell nail manufacturing (pos 1,3,4,5,6 of 19.600)– rydell nail olmed screw (1,2,6,7 av 1.670)
(Based on Google.com searches in incognito window in Chrome with Google search historydeactivated)
tolerances thermoplastic components - pos 1 of 626.000
BLOG ARTICLE
GOOGLE SERP
GOOGLE IMAGE
Greencarrier Knowledge Blog
• Blog for Greencarrier• Purpose: A channel for in-depth
articles that support sales by presenting Greencarrier’s unique logistics expertise
• blog.greencarrier.com• Google for example: advantages
of air freight or air vs sea freight.
Investing in content vs. spending on ads & campaigns
TidAds & campaigns
Content
Marketing value
• Plan your follow-up actions• Analyze the metrics • Use automatically generated reports (weekly, monthly) from
Google Analytics • At least quarterly you should dig in a little deeper into the
statistics and analyze the results. • Based on the analysis, be prepared to act!
Measure, Analyze and Act
• Focus on quality rather than quantity• Focus on trends rather than absolute numbers• Measure quality by (use these on various parameters):
– Average time per visit, – Average number of pages per visit, – Bounce rate
• Correlate web statistics with statistics from your Facebook-updatesand your LinkedIn-updates to learn what content that engages youraudience
• Track your activities and follow-up against plan.
What Should you Focus on in Google Analytics?
• Always focus on the customers’ needs, challenges and questions• Create a consistent flow of compelling content attracting and retaining
relevant visitors – Content Marketing• Think SEO = Search Experience Optimization• Be persistent - it's not a campaign. It's an ongoing process• Use content in many channels: blog, social media, e-mail-marketing,
seminars, magazines, PR, etc. • Focus metrics on quality and monitor trends• Your users are mobile! Act accordingly!
Summary:
If you have any questions you can just contact me! I’d be glad to have a meeting with you and your colleagues!Erik Ekholm, SkapaTel +46 31 [email protected]/erikekholmse.linkedin.com/in/erikekholmslideshare.net/erikekholmtwitter.com/erikekholm
Don’t Hesitate to Contact Me!
