Presentation given to B2B Manufacturing audience at business open house.

1. DIGITAL MARKETING
John Heritage

2. 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

3. 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.
www.hadigitalmarketing.com

4. That’s A LOT!
We can do it.
Let’s get started…
www.hadigitalmarketing.com

5. 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.
www.hadigitalmarketing.com

6. Digital vs Traditional
DIGITAL
Websites
Blogs
Content Marke-ng
Search Engines
Social Media
Email
www.hadigitalmarketing.com
TRADITIONAL
Print
Newspaper Ads
Direct Mail
Trade Magazines
Tradeshows
Radio/TV

7. Digital vs Traditional
DIGITAL
Cost efficient.
Micro-­‐targe-ng.
Measurable/scalable.
Super effec-ve.
www.hadigitalmarketing.com
TRADITIONAL
Expensive.
Archaic by design.
Difficult to measure.
Interrup-ve in nature.
One-­‐dimensional.

8. THE ESSENTIAL ELEMENTS
OF DIGITAL MARKETING
Website
Page Content
Blog Content
Search Engine Op-miza-on
Paid Search (PPC)
Social Media
www.hadigitalmarketing.com

9. 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.
www.hadigitalmarketing.com
Are you relevant? Do you matter?

10. 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.
www.hadigitalmarketing.com
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Outdated technology.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?

11. WEBSITE
Your website should focus on:
User Experience.
Modern Design Standards for all Browsers.
Content Development and Publishing.
Con-nued Improvements.
www.hadigitalmarketing.com

12. 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?
www.hadigitalmarketing.com

13. 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…
www.hadigitalmarketing.com

14. 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.
www.hadigitalmarketing.com

15. CONTENT
www.hadigitalmarketing.com

16. 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!
www.hadigitalmarketing.com
SuggesEons for B2B Manufacturers:

17. THE REASON WE WRITE
CONTENT IS TO BE FOUND
IN SEARCH ENGINES AND
ATTRACT/DRIVE TRAFFIC
TO THE WEBSITE.
www.hadigitalmarketing.com

18. SEARCH ENGINE OPTIMIZATION
www.hadigitalmarketing.com
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

19. SEARCH ENGINE RESULTS PAGE
www.hadigitalmarketing.com
PAID (PPC)
PAID (PPC)ORGANIC (SEO)

20. SEARCH ENGINE OPTIMIZATION
www.hadigitalmarketing.com
• 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)
SuggesEons for B2B Manufacturers:

21. PAY-PER-CLICK (PPC)
www.hadigitalmarketing.com
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

22. SEARCH ENGINE RESULTS PAGE
www.hadigitalmarketing.com
PAID (PPC)
PAID (PPC)ORGANIC (SEO)

23. PAY-PER-CLICK (PPC)
www.hadigitalmarketing.com
SuggesEons for B2B Manufacturers:
• 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)

24. www.hadigitalmarketing.com
THE REASON WE DRIVE
TRAFFIC TO THE WEBSITE WITH
SEO AND PPC IS TO CONVERT
THAT TRAFFIC TO SALES LEADS.

25. www.hadigitalmarketing.com
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.

26. SOCIAL MEDIA
Social 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
www.hadigitalmarketing.com

27. SOCIAL MEDIA
www.hadigitalmarketing.com
• 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.
SuggesEons for B2B Manufacturers:

28. BUDGETING
www.hadigitalmarketing.com
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:
SuggesEons for B2B Manufacturers:
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)

29. THE RESULTS
www.hadigitalmarketing.com
What B2B Manufacturers can expect for ROI
A 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.

30. OFFER
www.hadigitalmarketing.com
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: john@heritageanderson.com

31. THANKS FOR LISTENING!
QUESTIONS?
www.hadigitalmarketing.com
Slides: HADigitalMarke-ng.com/presenta-on
Email: john@heritageanderson.com
Linkedin: hjps://www.linkedin.com/in/johnheritage
TwiJer: @johnheritage