CIPH - Social Media For B2B Companies - Good Idea Or Waster Of Time
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B2B Companies deal with long sales cycles and multiple people throughout the sales process. This presentation provides a system to effectively market B2B Products and Services online. Email BrianBluff@site-seeker.com or visit our website www.site-seeker.com for a free consultation - (315)732-9281.
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CIPH - Social Media For B2B Companies - Good Idea Or Waster Of Time
- 1. Social Media for B2B Companies… Good Idea or Waste Of Time Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416
- 2. About Today… • Download this presentation on SlideShare • Here to help… – After the session – Free Internet Marketing Program Audit – Consultations at your convenience
- 3. What We Will Cover • Social Media and the C-Level • How Google's amplified focus on quality original content and social media work together to create an incredible opportunity • How B2B companies can use social media to deliver powerful cost effective results • Getting started - planning an integrated Internet marketing program
- 5. Social Media Objections • Social Media is a security risk – Somewhat agree – Loss of information – Loss of control – Rogue employees
- 6. Social Media Objections • Social Media is time consuming – Agree – Need a strategy – Repurpose content
- 7. Social Media Objections • Social Media is frivolous. – Disagree – But a lot of the content is junk
- 8. Social Media Objections • My Customers don’t use social media – Strongly disagree – Twitter: 500M active users – Facebook: 955M active users – LinkedIn: 175M registered users – Google+: 400M registered users, 100M active
- 9. Word Of Mouth Marketing Word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation…
- 10. Maximize Value Site-Seeker, Inc. © 2011
- 11. Internet Marketing Is A System Vertical Websites Social Media Your Website
- 12. Search Traffic Is Steady
- 13. Social Traffic Is Event Driven Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
- 14. Go Where The People Are
- 15. Go Where The People Are
- 16. Go Where The People Are
- 17. Go Where The People Are
- 18. What’s In It For My Company? • Relationship Development • Expand Network • Communication • Branding • SEO • Lead Generation
- 19. Repurpose Content: Think Once, Distribute Multiple Times
- 20. Know What Visitors Want • When visitors stick o Spend 3 to 5 minutes on your site o View 4 to 5 pages • Data from 22 B2B companies and 50,000 visits
- 21. Conversion and Last Click Attribution Multi-Channel Funnels Old rule of thumb: It takes seven touches to close a deal Interpretation: People don’t buy/contact of the first visit Latent conversion causes bad decisions
- 22. Our experience…. Joe Engineer • Technical POC align content with • Technical Library the needs of your • Test results audience Jackie Buyer • Pricing • Warranty • Sales POC
- 23. Fish Up Stream
- 24. Social & Search Marketing Fills The Gaps Buying Selling Supporting Internet Process Process Marketing Strategy • Educate prospects ID Need • Repurpose & distribute content • Position content search engines Search and social media Generate Lead • Strengthen brand awareness - create buzz Engage • Engage prospects through social Evaluate media and website Propose • Eliminate risk, demonstrate value, Negotiate simplify the buying decision Purchase Win • Customers promote your brand Post Buy Eval Upsell/Resell • Generate referrals
- 26. Questions" " Free Internet Marketing Program Audit For Interested Attendees Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416
- 27. Conversion Rates Should Be Understood How many contact us page visitors advanced in the sales process? • Click to get (29%) o 73 phone number o 51 address • 40 Sent an email (9.25%) o Is this good? o What is your conversion rate? Two questions • When bidding what are your chances of closing the deal? • What are the chances a visitors they will become a lead?
- 28. Conclusion: Ideal Internet Marketing Program Create Engage Share GOL: Keep visitors on your site, reading content and viewing pages Get Found Measure Test Adjust
- 29. Social & Search Marketing Fills The Gaps Buying Selling Supporting Internet Process Process Marketing Strategy • Educate prospects, repurpose content, distribute ID Need content through social media • Position content in the path of prospects via search Search engines and social media Generate Lead • Strengthen brand awareness - create buzz Engage • Engage prospects through social Evaluate media and website Propose • Eliminate risk, demonstrate value, Negotiate simplify the buying decision Purchase Win • Customers promote your brand Post Buy Eval Upsell/Resell • Generate referrals
- 30. Plan For Success • Vision: What does it look like when we are successful? • Key Metrics: What can we measure to tell us we are successful? • Strategies: How will we achieve these metrics? • Ac?ons: Who will do what when?
- 31. Building Your Team This is your marketing staff " " …but today needs these skills… " " " Hire not "
- 32. Conclusion Social + Search = Growth
- 33. Listen, Share and Provide Value 10% Push 90% Pull
- 34. B2B Mobile Visits on the Increase • 19 B2B Website • Mostly manufacturers and distributors • Date: • 1/20/12 – 2/19/12 • 1/20/11 – 2/19/11 • Visits o 2012: 42,594 o 2011: 42,913 138% increase in mobile traffic from 2011 to 2012 across all sites • 8% higher bounce • 0.85 less pages • 29 second less time