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Top 5 Digital Marketing Myths for Small Business (and maybe large too)
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Fact or fiction The top 5 myths about digital marketing in a business to business (B2B) environment Deirdre Cashion, consultant at ProfIT Marketing
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It's difficult for businesses to transition from traditional marketing to a mindset that taps into the benefits of digital marketing. So what are the top five digital marketing myths that I most frequently encounter and how can you start to build an effective digital marketing machine?
Transcript of Top 5 Digital Marketing Myths for Small Business (and maybe large too)
Fact or fictionThe top 5 myths about digital marketing in a business to business (B2B) environment
Deirdre Cashion, consultant at ProfIT Marketing
Agenda
•Changes in the marketing landscape
•Top 5 digital marketing myths for B2B markets
•Some practical tips on how to build a successful digital marketing engine
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About Me
• Marketer with over 20 years’ industry experience
• Specialising in B2B and tech clients
• Marketing manager and channel sales manager with 3Com for 7 years
• Freelance marketer since 2001
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Changes in the marketing landscape
• Traditional marketing has been turned on its head by the internet and digital
• Media fragmentation
• Shift in balance of power between supplier and customer
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People are spending more time online
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Business Technology Facts
Irish enterprises employing
10 or more persons used
some form of social media
such as LinkedIn, Twitter or
YouTube. This compares
with an EU average of just
30%.
48% of businesses use social media• 25% of companies have no website,
despite the fact that €4 billion is spent
online annually by Irish consumers
• 46% use enterprise blogs or blogging
• 20% use multimedia content sharing
websites
• Just over one in three will use social
media to develop the company’s image
or market its products
• Over one quarter use social media to
respond to customer feedback
• One in 10 use social media to
collaborate with business partners
Source: CSO, December 2013
Myth No 1
Our website is really only there to act as an online brochure for our organisation
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Your website is your most important digital asset
•Aesthetically pleasing, user-friendly, customer-centric
• Showcase your products and services
• Should form the central point of everything you do
• Engine of influence
• Should contain information that is of value to your customers
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Content is King
Myth No 2
Social media is a complete waste of time in a business to business environment
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Choose your social media channels carefully
• The internet and digital channels are driving micro segmentation
• Develop buyer personas
• Where are your buyers online?• Facebook
• Social media can drive an effective influence management programme
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Myth No 3
Email marketing is dead
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Email is effective if executed well
•Email gets a lot of bad press
•Open rates and click rates are difficult to maintain
•Quality content drives quality engagement
•Dual screening is a huge opportunity
•Measurable activity right through to website• A/B testing, determine best days/times, establish correlations between content types etc.
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Myth No 4
I can’t measure the results from my digital marketing campaigns
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Digital marketing is the most measurable form of marketing there is
• Google analytics• Measures and dimensions
• Email measurement• Mailchimp, ConstantContact, CampaignMonitor
• Twitter – Tweetlevel, Klout, Peerindex
• LinkedIn – update engagement, company followers, company reach
• Facebook fans
• Online PR – Google alerts
• Gated content – identifiable individuals
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Myth No 5
I need a big marketing department and an even bigger budget to manage my digital marketing efforts
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How to build a successful digital marketing engine
• Decide on your overall goals and objectives
• Analyse your target audience and try to build an individual persona for your buyers• Map the most appropriate digital
marketing channels
• Start small with a manageable activity rate
• Measure and refine
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Knowledge
Measure
Analyse
Plan
Execute
Be clever about managing assets
•Plan and focus
•Recycle and rework content through different channels
• Establish daily working processes and practices and stick to them
•Hire in extra capacity on a contract basis where required
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Shift from outbound to inbound marketing
Source: HubSpot
Thank you for listening
To contact me:
Tel: 086-2455550
@dee_cashion
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