digital marketing - b2b manufacturing

DIGITAL MARKETING John Heritage

John Heritage

• Digital Marke-ng & Website Design Expert. • Graduated from Drury University in 1998. • 18 years of experience in design and marke-ng. • Founded a start-‐up in 2010. • Merged in 2012 to form HADM. • Doubled HADM revenue the past 2 years.

www.hadigitalmarketing.com

What we’re covering today:

• What is Digital Marke-ng? • Essen-al Website Design & UX. • Content & Keywords. • Search Engine Op-miza-on (SEO). • Traffic & Paid Search (PPC). • Social Media. • Digital Marke-ng Budge-ng • Results and ROI. • How to get started.


That’s A LOT!We can do it.

Let’s get started…


What is digital marketing?

“Digital marke-ng is an umbrella term for the targeted, measurable, and interac-ve marke-ng of products or services using digital technologies

to reach and convert leads into customers.” Source: Wikipedia

DIGITAL MARKETING IS USING THE INTERNET TO CAPTURE LEADS/SALES AND GROW YOUR BUSINESS.


Digital vs Traditional

DIGITAL Websites Blogs

Content Marke-ng Search Engines Social Media

Email


TRADITIONAL Print

Newspaper Ads Direct Mail

Trade Magazines Tradeshows Radio/TV

Digital vs Traditional

DIGITAL Cost efficient. Micro-‐targe-ng.

Measurable/scalable. Super effec-ve.


TRADITIONAL Expensive.

Archaic by design. Difficult to measure. Interrup-ve in nature. One-‐dimensional.

THE ESSENTIAL ELEMENTS OF DIGITAL MARKETING

Website Page Content Blog Content

Search Engine Op-miza-on Paid Search (PPC)

Social Media


WEBSITE

Your website is the centerpiece of your online presence and digital marketing campaigns.

Your website is telling your story to visitors every single day whether you want it to or not. Think of it as your

first impression to poten-al customers.


Are you relevant? Do you matter?

RELEVANT WEBSITE: Modern CMS technology. (WordPress)

Mobile/tablet responsive UX.

Clean, professional design.

No more than 4 colors & 3 fonts.

Authentic photos.

Designated content area. (Blog/News)

Social media integration.

Opt-ins & offers.


IRRELEVANT WEBSITE: Outdated technology. (Copyright?)

Static width. Not responsive.

Multiple inconsistant colors/fonts.

Archaic design.

Cheesy stock photography.

No offers.

Stale & Static.

Out of date.

Which offers the best first impression?

WEBSITE

Your website should focus on:

User Experience. Modern Design Standards for all Browsers. Content Development and Publishing.

Con-nued Improvements.


The classic website mistake:

“Our website is 5-‐6 years out of date. We are willing to invest money in redesigning our website to make it look new and modern. We don’t want to invest anything in driving/ajrac-ng traffic to

the website or con-nued improvements…”

What will happen?


The classic website mistake:

In 5-‐6 years this process will repeat itself. Minimal leads. Minimal growth. Minimal value.

Digital marke-ng is what turns your website from an expense generator into a revenue

generator and it all starts with your…


WEBSITE CONTENT• Define your goals. (New Traffic, Returns, Leads) • Research and define keywords. (Go Incognito) • Align your goals, content and keywords. • Write for your audience. Not for search engines. • Posi-on yourself as industry expert.


CONTENT


BLOG CONTENT

• Opera-on Guides & Best Prac-ce Ar-cles. • Product Catalogs w/ Separate Price Sheets. • Training Guides & Tutorials. • Technical Whitepapers. • Offer solu-ons to problems. • Industry Trends and News. • Don’t forget the call to ac-on!


SuggesEons for B2B Manufacturers:

THE REASON WE WRITE CONTENT IS TO BE FOUND IN SEARCH ENGINES AND ATTRACT/DRIVE TRAFFIC

TO THE WEBSITE.


SEARCH ENGINE OPTIMIZATION


Search Engine Op-miza-on impacts your organic rank (orange) only. There are three essen-al categories of Search Engine Op-miza-on today:

Technical: Good Code Page Speed Load Time

On-‐Page: Content Meta Fields

Off-‐Page: Backlinks Discussions Social Links

SEARCH ENGINE RESULTS PAGE


PAID (PPC)

PAID (PPC)ORGANIC (SEO)

SEARCH ENGINE OPTIMIZATION


• Set Long-‐Term goals for SEO. (90 days or more) • Research and define keywords. • Make website mobile-‐friendly. (Mobilegeddon) • Publish new content with rhythm. • Find industry directories for easy links. • Be careful of Black Hat SEO scams. (No guarantees)


PAY-PER-CLICK (PPC)


Pay-‐per-‐click adver-sing campaigns includes bidding on search terms in order to show up in sponsored (paid) search results. There are four essen-al elements to running successful PPC campaigns:

Goals & Objec-ves Audience Targe-ng

Keywords Landing Pages

SEARCH ENGINE RESULTS PAGE


PAID (PPC)

PAID (PPC)ORGANIC (SEO)

PAY-PER-CLICK (PPC)



• Set Short-‐Term goals for PPC. (30 days or less) • Clearly define goals and objec-ves. • Bid higher on secondary keywords. • U-lize geographic targe-ng to control costs. • U-lize landing pages for best results. (Lead Pages)


THE REASON WE DRIVE TRAFFIC TO THE WEBSITE WITH SEO AND PPC IS TO CONVERT

THAT TRAFFIC TO SALES LEADS.


ON AVERAGE YOU SHOULD EXPECT 5% OF SEO AND PPC TRAFFIC TO

CONVERT INTO SALES LEADS.

When you attract 100 new visitors with digital marketing you should see 5 new sales leads.

SOCIAL MEDIASocial media adver-sing is among the most cost-‐effec-ve

ways to generate sales leads through sponsored and promoted posts. Successful social media campaigns are

known to increase:

Click-‐Through Rates

Mobile Traffic

Conversions

Online Engagement


SOCIAL MEDIA


• Pick the right planorm. (LinkedIn) • Align social media with content marke-ng. • Post product photos, graphs and videos. • Highlight unique product applica-ons. • Harness those powerful links back to your website. • Engage in industry-‐specific conversa-ons and groups.


BUDGETING


A typical B2B manufacturer should have an overall marke-ng budget of 8% of gross revenue. A B2B Manufacturer with an annual revenue of $1MM should be alloca-ng $80,000 annually to a marke-ng budget. Those marke-ng funds could be allocated as follows:


Website/Content -‐ 15% ($12,000) SEO -‐ 25% ($20,000) PPC & Paid Search -‐ 30% ($24,000) Social -‐ 15% ($12,000) Print -‐ 10% ($8,000) Other -‐ 5% ($4,000)

THE RESULTS


What B2B Manufacturers can expect for ROIA B2B manufacturer with annual revenue of $1MM alloca-ng $80,000 (8%) towards digital marke-ng

should see the following monthly ROI:

• 200 to 1000+ new visitors. • 30 to 50 new conversions. • 3 to 5 new sales.

OFFER


How would your company benefit from digital markeEng?

We offer a comprehensive audit and detailed 12 month digital marke-ng plan with expected ROI.

It’s everything you need to get started genera-ng new leads

right away and growing your business.

Get started: [email protected]

THANKS FOR LISTENING! QUESTIONS?


Slides: HADigitalMarke-ng.com/presenta-on

Email: [email protected]

Linkedin: hjps://www.linkedin.com/in/johnheritage

TwiJer: @johnheritage

digital marketing - b2b manufacturing

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