Digital marketing isn’t a fad. It’s time to convince senior
management.
Why are we here?
15%
19%
20%
39%
46%
Don't know how to get started
Getting senior management on board
Customers aren't typically online
Dedicating internal human resources
Finding the budget
Top Barriers Cited to Digital Marketing
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
Contents
Today’s Buyer
Look familiar?
It’s the new reality of today’s B2B buyer.
Accessing information, forming opinions and researching your company online, on the go
and through multiple channels.
In fact…
of the sales process is over before a potential customer contacts your company
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
Everywhere your company is found online
• Website, microsites and blogs
• Visibility and listings in search engines
• Your original content
• Social media
• Wherever anyone is talking about your company, product or service online
Why do you need a web
presence strategy?
• Educate customers and build trust
• Drive leads to your company website; gather insight
• Nurture customers through the buying process
• Get discovered and outrank competitors in search engines
• Position your company as thought leaders
• Build long term digital assets
• Create brand advocates
Unlike a sales team, your web presence works for you 24 hours a
day, helping customers find you, instead of you having to find them.
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
Investment or expense
• Web presence is like any other capital asset, but it just happens to live online
• It’s a machine that contributes to demand generation and brand equity, providing infinitely measurable results…far beyond traditional sales tactics
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
Only companies feel they are using content effectively.
Yet, B2B companies that blog cited a increase in leads per month.
A few keys to effective content
• Link it to your overall marketing strategy
• Be solution-oriented by solving your prospects’ business problems
• Communicate what makes you different and innovative
• Make boring content more interesting with visuals: they are 94% more effective at engaging readers
• Keep it fresh and regular: outdated content is a turn off
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
A study in 2013 by CEO.com and DOMO revealed:
of Fortune 500 CEOs had no social presence whatsoever….not even
on LinkedIn
Their loss is an easy gain for social savvy CEOs
Word-of-mouth is now online
Social media has transformed the way businesses engage with their customers
Yet our research showed that only of businesses have fully embraced it
Why does social media matter?
• Content distribution and customer engagement
• Customer relationship management
• Sales lead initiation and opportunity advancement (social selling)
• Networking and influence marketing
• Gathering customer, competitor and market intelligence
Today’s Buyer
What is web presence?
Investment or expense
Why does content matter?
Social media isn’t just for teenagers
Search engine dominance
Approximately
of B2B buyers begin their path to purchase
with an online search engine.
What is search marketing?
• Gaining visibility in search engines through unpaid (search engine optimization) and paid (pay-per-click) efforts.
• Positions your company’s content in view of potential customers when they start searching for a product or service that will solve one of their problems.
• Your chance to capture attention of a customer and draw them in to the top of your marketing funnel.
Be a leader and do what your competition is not.
Now is the time to start building
web presence.
Ready to get started? Contact the Giants:
www.bedigitalgiants.com
@bedigitalgiants
Sources cited in this presentation
• Slides 6, 16 and 20: Digital Giants and Vireo Research – Digital Marketing in Canada
• Slide 17: MDG Advertising – http://www.mdgadvertising.com/blog/its-all-about-the-images-
infographic/
• Slide 5 • Slide 16 • Slide 25
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