Need to find more distributors or retailers for your trading company in China? Our informative seminar on digital marketing for trading companies shows you how in 4 simple steps.

1. MARKETING
FOR TRADING COMPANIES
Smart digital solutions to increase ROI
on marketing spend and work with
better clients
Gareth Jones
Operations Director

3. AGENDA
1. Background & Introduction
2. Evolution of Trading Companies
3. Smart Digital Marketing in 4 Steps:
a) Attracting
b) Converting
c) Closing
d) Beyond Marketing
4. Recommendations & Questions
3

4. Gareth
Jones
Operations Director
Oxygen2.0

5. SOME OF OUR CLIENTS
5

6. EVOLUTION
OF TRADING COMPANIES
How things are, and how things
may well be in the not too
distant future

7. TRADITIONAL TRADING COMPANY EXPERTISE
– Verification
– Pricing
– Trust / Safety
– Communication
– Network
+ others
7

8. MANUFACTURING SERVICES VALUE CHAIN
IP
CAPABILITIES
NETWORKS
LOCATION
Having the ability to utilize your capabilities,
networks and location to create unique
products and protect your client IP
Having the ability to do QC, engineering,
design, assembly, logistics, lean
consulting, CSR etc.
Having strong networks of
manufacturers on your books in
order to get the best prices
Being in / from the right place i.e.
China / home country be able to
communicate with the factory
8

9. SUCCESSFUL COMPANIES IN THE SPACE
9

10. “What are you
providing as a
trading
company?”

11. INFORMATION
SERVICE

12. “Where do
people go for
information
these days?”

13. “Do you have a
website?”

14. NO… YES… ALIBABA…
14

15. I DON’T HAVE A WEBSITE BECAUSE…
– Websites require information
about my business…
– If my competitors see it they will
copy what I do
– If my customers see it they will just
do the business themselves
15

16. If it wasn’t a mystery,
it would be easy.
If it were easy, it
wouldn’t be worth
much.
Seth
Godin

17. If what are doing
is that easy you
will be disrupted
soon anyway

18. Consumers are not
loyal to cheap
commodities. They
crave the unique, the
remarkable, and the
human.
Seth
Godin

19. More than just
being found
online presence
gives you human
presence

20. ABOUT COMPETITON
– Google rewards the content creators and
innovators by higher search engine rankings
– If your competitors simply copy what you do they
will NOT be rewarded by Google
– Focus on attracting customers by creating
content that solves their problems…
20

21. STEP 1
ATTRACTING
How to get visitors to your site
AND keep them engaged

23. WHAT DOES YOUR ONLINE PRESENCE DO NOW?
Mailing list?
Newsletters?
Facebook (global)
Facebook (localised)
Twitter (biz)
Blog
PR
Interviews
Ads?
Videos
Events
LinkedIn
G+
23
Site Pages

24. AS A % OF A SOUND MARKETING METHODOLOGY
24
Traditional website may have SOME useful keywords…

25. INBOUND VS. OUTBOUND
25

26. INBOUND STATS
26

27. BLOGGING STATS
– Marketers who have prioritized blogging are 13x
more likely to enjoy positive ROI
(HubSpot State of Inbound, 2014)
27

28. BLOGGING STATS
– 82% of marketers who blog daily acquired a
customer using their blog, as opposed to 57% of
marketers who blog monthly
(HubSpot State of Inbound, 2013)
28

29. IF YOU NEED A WEBSITE & BLOG…
29

30. WHO IS YOUR WEBISTE OR BLOG FOR?
30

31. 31

32. YOU NEED TO DEFINE A BUYER PERSONA
– Semi-fictional representations of your
ideal customer
– Based on real data:
– customer demographics
– behaviour patterns
– motivations
– goals
32

33. AMGOO TELECOM BUYER PERSONA - ADAMMA
33

34. ROLES, GOALS & CHALLENGE
Owner of a
medium-sized
distribution
company
To build his
company by
increasing margins
and selling more
products
Too many
competitors, not
enough margins,
too little cash

35. DEMOGRAPHICS
Is 40-50 years old
$100,000 pa income
Bachelors
degree
Lives in
Mozambique
Wife and two
teenagers

36. INFORMATION
Generally searches
Google, review sites
and trade sites for
information
Visits a large trade
show a couple of times
a year to meet his
existing suppliers and
meet new ones
Spends his days on
one of his multiple
phones striking
deals with retailers
Key decision maker in
a medium-sized
electronics
distribution company

37. PREFERENCES
Likes real
metrics, and
no-nonsense
talk
If a product can
move quickly, he
can reinvest more
quickly in more
product
If a brand can
commit to
supporting his
sales efforts in his
market, he can
move product a
great deal faster

38. TOPICS
10 Tricks to
Getting products
to move on the
open market
Why a product is not
enough…
Moving product, how can
your manufacturing
partners help?
Conquering your
market. How to find
products that
consumers actually
want.

39. FROM THE BUYER PERSONA WE CAN
– Compile a list of 50+ keywords for
each persona
– Compile defined content topics
– Create a list of 50+ blogs that
educates and interests buyer
personas
– Create a list of 20+ content offers
that solves their problems
39

40. BLOG
– Content should be relevant to the
buyer persona
– Content should be interesting
– Content should be educational
– Content should help personas solve
their problems
– Main driver of traffic and leads to
the site
40

41. INTOUCH QC BLOG
41

42. AMGOO TELECOM BLOG
42

43. CHINA MANUFCTURING CONSULTANTS BLOGS
43

44. TRADING BLOG SUGGESTIONS
– “How to tell a real factory from a trading company”
– “How to get your product shipped on time”
– “Why skipping QC is hurting your business”
– “Top 5 factory review sites”
– “5 mistakes to avoid when working with Chinese
factories / trading companies”
44

45. But I can’t blog!

46. IF YOU CAN’T BLOG…
– Learn how- don’t let perfect be the enemy of good
– Hire a freelancer on www.upwork.com
– Hire an agency like ourselves at www.o2-v2.com
46

47. Won’t I run out
of blog ideas?

48. WILL YOUR CUSTOMER RUN OUT OF PROBLEMS?
– Thought not!
– Position your blog topics as solutions to customer
problems
– Your customer will never run out of business
problems
– Your industry and business environment are
changing rapidly
48

49. BLOGGING FREQUENCY
– x 2-3 blogs a week
- for each persona
– each blog MUST have a
conversion path
49

50. GUEST BLOG
– Great way to increase your
outreach
– Arrangement can be
reciprocal
– Backlinks
50

51. “But I can’t
create images
for blogs!”

52. ANYONE CAN MAKE IMAGES THESE DAYS…
– Our informative blog shows you how…
– http://www.o2-v2.com/en/blog/beginners-guide-to-
image-creation-in-social-media-marketing-part-2
– Canva even take care of your brand identity…
– https://t.co/bPlardVxLN
52

53. SOCIAL SHARING
– Share your blogs and
content offers where
your buyer persona
goes…
– …different personas
use different channels
for different things at
different times
53

54. TWITTER
– Very short life span – 97/98%
viewed within 18 minutes
– Needs to be done frequently
– Use 10 - 4 - 1 rule
– Needs to be interactive
– Think about KOLs
– Think about #tags
54

55. TWITTER SPEED – 6 MINUTES IN…
55

56. 10 – 4 – 1 RULE
56
10 4 1
Links to other peoples’
content- their blogs, social offers etc.
Links to your content-
blogs, social media
posts etc.
Links to your OFFERS-
eBooks, whitepapers
checklists etc.

57. LINKEDIN
– Great B2B channel
– Targeted ads with high ROI
– Groups for engagement
– Pulse as a blogging avenue
57

58. GOOD LINKEDIN PRACTICE
58

59. SOCIAL MEDIA STATS
– Social media has a 100% higher lead-to-close rate
than outbound marketing
(State of Inbound Marketing, 2012)
59

60. SOCIAL MEDIA STATS
– 44% of B2B marketers have generated leads via
LinkedIn whereas only 39% have generated leads
through Facebook and just 30% through Twitter.
(ReachForce)
60

61. “But I don’t use
social media for
business…”

62. 62…

63. SOCIAL MEDIA IS FREE!
– Social media is a powerful free tool
– It has leveled the playing field
– It has disrupted traditional advertising models
– Your marketing efforts are measurable
63

64. STEP 2
CONVERTING
How to convert those visitors
into leads

65. 65

66. 66

67. “How do I capture
lead information
after creating
great blogs?”

68. Give the visitor a
downloadable
offer that is
useful to them

69. 69

70. END OF BLOG:
70

71. CTA FEATURES
Problem: needs overseas sales
Solution: business blogging
Clear instructions & links to the landing
page where the eBook can be
downloaded
Attractive
& relevant
image
71

72. LANDING PAGE
72

73. 73

74. 74

75. REWARDED WITH THE PDF EBOOK
75

76. CONTENT OFFERS
– eBook
– Guide
– Check List
– Videos
– Webinar
– Whitepaper
– Case Study
– Design Guide
– Catalogue
– Price List
76

77. MANUFACTURING SERVICES OFFERS
77

78. 78

79. 79

80. STEP 3
CLOSING
A - Always
B - Be
C - Closing

81. MARKETING METHODOLOGY
81
YOU WANT MORE OF THESE!

82. 82

83. 83

84. EMAIL
– Critical to the success of your
campaign and success
afterwards
– Personalise emails to leads’
requirements
– Employ marketing automation
84

85. EMAIL MARKETING STATS
– In 2014, email marketing was cited as the most
effective digital marketing channel for customer
retention in the United States
(eMarketer)
85

86. EMAIL MARKETING STATS
– 59% of B2B marketers say email is the most
effective channel for generating revenue
(BtoB Magazine)
86

87. VISITOR > CUSTOMER JOURNEY
87
Lead
finds
blog
Clicks
CTA Link
Gets an
email
with the
link to
the
checklist
Downloads
Checklist
“10 things
you need to
do when
working with
trading
companies”
Email
Personalised
email sent out
after 3 days
Video
Watches video
on “How China’s
currency
devaluation
affects
manufacturing”
Downloads
Case Study
…after
seeing the
CTA at the
end of the
video
Email
Personalised
email sent out
after 5 days
Reads
Blog
Email
Personalised
email sent out
after 5 days
Downloads
Service
Catalogue
…from CTA
link in follow
up email
Email
Personalised
email send out
after 2 days
Lead
Request
Lead now
requests a
sales
consultation
Lead
Information:
First Name, Last Name, Email, Country, Company, Job Title, Website, Industry, Number of Employees
Annual Revenue, Main business problem, Address, Post Code, Telephone Number
Trust:
Reads
blog on
“How to
tell a real
factory
from a
trading
company”

88. EMAIL
– Send weekly newsletter
– Send updates for offers to
move leads down the funnel
– Send updates when you have
new offers
– Send updates relevant to your
lead
88

89. HOW CAN I DO THIS?
Or mostly using…
89

90. “Are you sure this
inbound stuff
actually works?”

91. AMGOO 1 YEAR VISITS USING INBOUND MARKETING
91

92. AMGOO APRIL 2014 - 2015
– 1064 new sales
qualified b2b leads
– An increase in sales
qualified leads of over
1000% percent from
before
– Minimum order value
of $23 Million p/a on
initial orders
92

93. STEP 4
BEYOND MARKETING
‘Smarketing’ - how to get the
best out of CRMs and work with
your marketing

95. SALES AUTOMATION

96. CRMs
96
Free
Low cost
High cost

97. RECOMMENDATIONS
1. Focus on your niche and 1 or 2 buyer
personas you want to target
2. Set up a website, blog, LinkedIn, Twitter,
offers and emails focused on the buyer
persona
3. Map out your buyer journey and ensure
you have good conversion paths
97

98. RECOMMENDATIONS
4. Get blogging and posting and commit to
a schedule
5. Set ambitious KPI’s for visits, marketing
qualified leads, sales qualified leads and
sales
6. Start with Wordpress / MailChimp /
SocialReport to get going and move to
HubSpot when you are ready
98

99. QUESTIONS?
99

100. GET IN TOUCH WITH US @ OXYGEN 2.0
100
www.o2-v2.com/en/blog
/company/oxygen2-0
@OXGN20
https://plus.google.com/111315275873135026352
gareth.jones@o2-v2.com