Top 5 Digital Marketing Myths for Small Business (and maybe large too)
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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?
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Top 5 Digital Marketing Myths for Small Business (and maybe large too)
- 1. Fact or fiction The top 5 myths about digital marketing in a business to business (B2B) environment Deirdre Cashion, consultant at ProfIT Marketing
- 2. 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 05/05/2014
- 3. 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 05/05/2014
- 4. 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 05/05/2014
- 5. 05/05/2014 People are spending more time online
- 6. 05/05/2014
- 7. 05/05/2014 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
- 8. Myth No 1 Our website is really only there to act as an online brochure for our organisation 05/05/2014
- 9. 05/05/2014
- 10. 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 05/05/2014
- 12. Myth No 2 Social media is a complete waste of time in a business to business environment 05/05/2014
- 13. 05/05/2014
- 14. Choose your social media channels carefully • The internet and digital channels are driving micro segmentation • Develop buyer personas • Where are your buyers online? • Facebook • Twitter • LinkedIn • Social media can drive an effective influence management programme 05/05/2014
- 15. Myth No 3 Email marketing is dead 05/05/2014
- 16. 05/05/2014
- 17. 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. 05/05/2014
- 18. Myth No 4 I can’t measure the results from my digital marketing campaigns 05/05/2014
- 19. 05/05/2014
- 20. 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 05/05/2014
- 21. Myth No 5 I need a big marketing department and an even bigger budget to manage my digital marketing efforts 05/05/2014
- 22. 05/05/2014
- 23. 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 05/05/2014 Knowledge Measure Analyse Plan Execute
- 24. 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 05/05/2014
- 25. 05/05/2014 Shift from outbound to inbound marketing Source: HubSpot
- 26. Thank you for listening To contact me: Tel: 086-2455550 dcashion@profitmarketing.ie @dee_cashion 05/05/2014