First 90 days of a B2B Digital Marketing Strategy
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The First 90 Days of a Digital Strateg Steve Cummins Director, Digital Marketing Presented at BMA-NJ Digital Marketing Summi April 9 th 2013
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Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.
Transcript of First 90 days of a B2B Digital Marketing Strategy
The First 90 Days of a Digital Strategy
Steve CumminsDirector, Digital Marketing
Presented at BMA-NJ Digital Marketing SummitApril 9th 2013
Any image on this presentation with a is pinned at http://pinterest.com/stevejcummins/first-90-days/
Sometimes, it’s best to explain things with an image……
What is Digital Marketing?
• Online
• Social
• Web
• Community
• “Free”
• QR Codes
• “………”
This graphic, based on the iconic London Underground map, shows the complexity, and inter-relationships, of Digital Marketing
The First 90 Days
Baseline & Benchmarking
Building the Foundation
Implementation
Based on my Experiences at these fine companies….
www.DittmanIncentives.com
www.pewa.Panasonic.com
The First 30 DaysBaseline & Benchmarking
Website Traffic Ranking – using Alexa.com
xxx,xxx
xxx,xxx
Dig Deeper into Your Site – Using Google Analytics
Dig Deeper into Your Competitor’s Digital Presence
“Evaluate their site visually; run an alexa ranking; see how they rate on Google search for common keywords”
“Evaluate their social media activity; how they use each platform; how much interaction occurs”
Digital Presence Benchmarking
*Alexa ranking is a relative measure of web traffic over last 3 months
No Presence
Low Activiy
Active
✔ Best In Class
Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook
Achievers 184,174 ✔ ✔ ✔
OC Tanner 318,925 ✔ ✔ Vimeo ✔
Globoforce 348,903 ✔
BI Worldwide 764,745 ✔ Flikr
Madison Performance Gp 1,279,602
EIM 2,064,300
JNR Corp 3,044,924 ✔
ITA 3,051,042
Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent
Motivaction 4,126,647 Sales Tools
Spear One 5,370,815 Travel
US Motivation 5,644,547 News feed
Motivation Excellence 19,149,540
EGR International 23,404,157
Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook
Achievers 184,174 ✔ ✔ ✔
OC Tanner 318,925 ✔ ✔ Vimeo ✔
Globoforce 348,903 ✔
BI Worldwide 764,745 ✔ Flikr
Madison Performance Gp 1,279,602
EIM 2,064,300
JNR Corp 3,044,924 ✔
ITA 3,051,042
Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent
Motivaction 4,126,647 Sales Tools
Spear One 5,370,815 Travel
US Motivation 5,644,547 News feed
Motivation Excellence 19,149,540
EGR International 23,404,157
“Create a simple Excel matrix for your competitors; rate their activity on all social platforms; look for trends, gaps & opportunities”
WebSite Audit
(Fee Required)
“Run a quick website audit – the free ones give you a good first look; pay for more details”
Your_url.com
Developing a Keyword List – “Quick & Dirty”
• Internal Survey– “How would you describe what we do?”– “How do you think our customers would search for us on
Google?”
• Alexa
• Wordclouds– Company website– Competitors
Use Wordle with the text from your top 5 webpages, or your Linkedin profile to see what your copy currently focuses on
“Do the same with text from your competitor’s website or boilerplate too!”
Google Tools (Less Quick, Much Cleaner)
Start Talking the Talk
• Develop some definitions relative to Company Goals• Encourage Use of new Vocabulary• Show the difference between social media & digital marketing
1) Communication across multiple Digital Channels, including Social Media, Websites & Mobile Devices
2) A strategy to interact and engage with clients & prospects
3) A way to leverage new technologies to promote the company and improve our services
What is Digital Marketing?
(Example)
1) Digital Communication with Immediacy and Reach
2) A vehicle to interact and engage with clients & prospects
3) Platforms to Communicate to different segments, in a variety of formats, with multiple versions of a core message
What is Social Media?
(Example)
1) Generate Prospects & Leads
2) Strengthen Brand Image as “Industry Expert”• Level playing field with larger competitors
3) Broaden Interaction with Existing & Potential Clients• More frequent touches; deeper engagement
4) Increase Traffic to Website
Goals of our Social Media Activity
(Example)
Our Social Media Usage1. Connect with Extended Sales Force
– Distributors– Sales Representatives (3rd party)
2. Strengthen our position as a Technical Resource for our customers
3. Develop conversations with our customers
“To put us at the center
of the conversation”
(Example 2)
The Next 30 DaysBuilding the Foundation
image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/
Everything we do
should be Digital….
“Emma, Le Trefle”
26
Source: Buddy Media / Lumia Partners
Develop Personas
“Hubspot has a great template for Persona
develpment:”
Pick the Social Media Channels To Use & Why (Example)
Broadcast information to our sales team and our customers• Product information• Events• Industry news
Share “How-To” information in customer’s preferred format • Product features• Troubleshooting• Training
Develop technical content for customers; puts a human face on the Company• Using our products effectively• Troubleshooting / FAQs• Market Trends
Our online social identity• Connects us with our customers (esp. Purchasing) • Market trends & research• New – updates to followers
• Information Source / Sharing • Informal; links / photo / video driven
• Become an Industry Resource• Highlights Company as an Industry Lynchpin, a “go-to”
resource• Strengthens brand awareness and reputation
• Share Blogs, News, Event Photos, 3rd Party Information• Use the 4:1:1 theory – 4 shares, 1 educational, 1 sales-y• 1-2 tweets per day
• Goal: One Prospect per month into CRM in Q3• Average 5 “clickthru+ReTweet” per Company tweet
Twitter – 256 Followers; No activity
Channels – Benchmark & Define (Example)
How to Design Your Social Media Pages?
The Final 30 DaysImplementation
“Develop a written implementation plan with milestones; establish an
editorial calendar”
Developing a Content Grid
http://blog.eloqua.com/the-content-grid-v2/
Use Videos to attract a different audience…
“Videos can be developed cheaply (less than $1000 for
this one); and can be shared on multiple platforms”
http://youtu.be/yjcEchBIvuA
Train your team…
“Teach people about Digital Marketing; why are you doing it, how they can help, why it’s
going to make their job easier….”
Create Internal User Guides (Example)
Blog Posting Guidelines
Style Length Philosophy Purpose & Goal
Blog Semi-Formal /Conversation
200-600 words
Thought Leadership; Content Creation
SEO; Client Engagement
LinkedIn Formal 20 – 40 words + link/photo
Credibility; Thought Leadership; Corporate Personality
Prospecting; Client Engagement
Twitter Informal 100-140 character incl. link
Sharing Information;Go-to Resource; Knowledgeable
Prospecting; Reputation enhancing
Google+ Semi-Formal 100 words +link/photo
Credibility; Thought Leadership; Corporate Personality
SEO
Tumblr Informal Photo plus 40 words
Highlighting “Thumbprint” Travel Experiences
Client Engagement; Sales call follow-up
Pinterest Informal Image To enhance travel experience Winner/Guest satisfaction
Training – Digital Platform Summary (Example)
90 Days +
“Keep feeding the beast…”
Photo by William Warbyhttp://www.flickr.com/photos/wwarby/
Resources
Whitepapers, e-books, Top10’s
The Tao of Twitter@MarkWSchaefer
Social Marketing to the Business Customer
Paul Gillin
Optimize@LeeOdden
BusinessGrow.com
http://biznology.com/
Let’s Keep Talking….
www.SteveJCummins.com
LinkedIn.com/in/SteveCummins
@SteveJCummins
/ SteveJCummins
“The First 90 Days”
