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
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…
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)
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
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
25.
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 "
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