#Clientengagemnt and new #leadgeneration is an essential KRA for Business Development professionals. Marketing Trends at the end of 2020 — Are completely different than projected at the beginning of the year. - In-person meetings are non-existent. - Cold calling is out of the question. - Companies are adhering to work-from-home directives, meaning offices where customers and prospects should be, stand empty. - Phones go unanswered; voicemail messages unheard. #DigitalTransformation had started few years ago but #covid has brought this change faster. Senior business development people suddenly have found themselves being unskilled and unaware of basics of #digitalcontent management . This short presentation discusses the problems faced by Senior Business development professionals and gives an overview of the gaps that need to be bridged. Essentials tips to upgrade and what to avoid have been highlighted.

1. BD& Customer Engagement
e-enabled content strategy in changing times
Fourth quarter-2020 Facts: Digital Marketing is the “new normal,” and it is going to stay.
BD Personnel have been relying on a Mix of Digital Touchpoints along
with traditional tools .. with definite inclination towards digital promotion.
Pre-Covid Time:2010-2019
Marketing Trends 2020 — Completely different than projected at the beginning of the year.
• In-person meetings are non-existent.
• Cold calling is out of the question.
• Companies are adhering to work-from-home directives, meaning offices where customers
and prospects should be, stand empty.
• Phones go unanswered; voicemail messages unheard.
https://www.weidert.com/blog/marketing-sales-trends-2020-covidGraphics: https://www.launch-marketing.com/b2b-industries-marketing-covid/Graphhics : https://www.southbayproject.org/knowledge/digital-marketing-vs-traditional-marketingGraphics: http://www.pngmart.com/image/124558

2. BD& Customer Engagement
e-enabled content strategy in changing times
Graphics: http://www.gmbgiinc.com/digital-marketing-vs-traditional-marketing/Graphics: https://viernull.blog/detail/Blog/Post/zeige/prozesse-40/

3. Pharmaceutical Business Development Models: B2B OR B2C
Digital promotion has made in-roads
- The content you create communicates your message,
- Educates your readers, and persuades them to purchase your products and services over your competition.
- Providing high quality content is one of the most important things you can do to attract clients and create interest in your business
https://vividus.com.au/importance-of-good-content/
Suddenly the traditional Models have become obsolete
… Fassssster than it was thought
Graphics: https://sites.google.com/site/saylimehata/important-facts-that-you-must-know-about-digital-marketing-courseGraphics : https://www.tlnt.com/you-cant-keep-faking-it-3-ways-to-fully-commit-to-making-successful-change/

4. WHY Paying attention on the Content is important ?
• It assist in building trust with your audience.
• Improve conversions, connect with your customers as the leads get generated.
Now customers expect high-quality, consistent content from their favourite brands
Graphics: https://blog.alexa.com/develop-content-strategy/
5 Essential Tips for Success & 3 Pitfalls…

5. What are your goals?
• Brand Awareness/ New service / Corporate Image Building ?
• Educating your customer/ Providing new Information ?
• Gaining Customer loyalty / Customer retention / Gaining new references?
BD& Customer Engagement
e-enabled content strategy in changing times
Your Content Strategy: Bring clarity by
making Descriptive & Prospective aims
Graphics :https://www.nicepng.com/ourpic/u2w7o0q8t4o0t4y3_if-you-dont-set-your-goals-the-right/
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6. View Your Content as Data
Your strategy has to be guided by analytics:
As a strategist, You need to monitor, track, watch and
report on the numbers in order to continuously refine
and adjust towards better conversions.
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• You need to track where your customers are “coming
from,” and where they are “going.”
• You need to be continually assessing traffic patterns.
Misconceptions on Content Strategy:
• More number of Blogs/ month are good.
• More time on Facebook live is good.
• Let us publish a White Paper
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Only Quality of your content matters !
Basic questions that need to be asked by You:
• What can be refined and improved?
• What tools, apps, and platforms are performing the best and least well?
• What is the best use of time and resources in relation to conversion (sales)?
• How are all the pieces blending together?
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BD& Customer Engagement
e-enabled content strategy in changing times
https://digitalmarketinginstitute.com/blog/5-essential-tips-for-a-successful-content-marketing-strategy

7. Plan your content according to special dates:
• Any major holidays and events that are relevant to your industry.
• Launch Schedule/ Availabilty of Dossiers / Availabilty of Product at Distributor(s).
• You can leave some “blank” spots to incorporate unpredictable but relevant events or
trending topics that you need to create content for last-minute.
Graphic: https://www.pinterest.at/pin/526639750165215690/
Make a Schedule3
BD& Customer Engagement
e-enabled content strategy in changing times

8. BD& Customer Engagement
e-enabled content strategy in changing times
It’s completely reasonable and efficient to develop a strategy based on chunks of content that
can easily be repurposed through different channels and for different purposes. So, as you
develop all of your content (think multimedia), consider the ways that it can be easily
converted into the future.
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Here are some ideas, just to name a few:
• Develop a webinar into a series of email courses to sell
• Create PDF guides out of old blogs.
• Develop blogs so that they can later be used to easily create a case study or whitepaper
Repurpose4

9. it’s important that strategists understand which piece of the marketing framework different types of content
falls into.
• Outreach: Facebook ads, landing page, explainer videos, infographics
• Conversion: Social media, informational blog posts, case studies, quizzes.
• Closing: Email series, reviews, questionnaires.
• Retention: Exclusive offers, whitepapers, e-mails, contests, surveys.
It’s essential that you have the content prepared and ready to go well ahead of the
timeline.
Giving Specific Direction for Your
Content
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BD& Customer Engagement
e-enabled content strategy in changing times

10. Simplest reasons why a content program does not succeed:
• Lack of persistence.
• No documented strategy
• Inconsistent content delivery
• Lack of valuable or differentiated content
• Company doesn’t have patience and kills the program before
results are met.
BD& Customer Engagement
e-enabled content strategy in changing times
Delayed/ Inappropriate results

11. The biggest reason why content marketing programs are killed is because the
people in the organization who control the budget and decisions have no idea what
you are doing.
They don’t understand content marketing, why you are doing it,
and what impact it could and should make on the organization.
Key Decision makers & Internal teams Not knowing the purpose
of program
First : find people who control the budget and strategic decisions.
Second : create an internal content marketing program just for your own team. It could be a regular email, a handwritten note with samples, an audio overview … whatever
… but it’s you shall keep your own internal team appraised on content marketing initiatives. Let them know why it’s important.
If your content marketing program gets cancelled, you can no longer blame the executive team because they didn’t understand what you were doing.
BD& Customer Engagement
e-enabled content strategy in changing times

12. BD& Customer Engagement
e-enabled content strategy in changing times
1.Overall Website Traffic
2.Traffic by Source
3.New Visitors vs. Returning Visitors
4.Sessions
5.Average Session Duration
6.Page Views
7.Most Visited Pages
8.Exit Rate
9.Bounce Rate
10.Conversion Rate
11.Impressions
12.Social Reach
13.Social Engagement
14.Email Open Rate
15.Email Click-Through Rate
16.Cost Per Click
17.Your Cost Per Conversion
18.Cost Per Acquisition
19.Overall ROI
Not knowing What and how to measure
success of your digital content
This metric can help reveal that visitors may be leaving
because:
•The site takes too long to load
•They did not immediately find what they were looking for
•They found relevant content but were not compelled to click
further
•An error page loaded
Your Email Open Rate measures the number of people who
open
your email campaign as compared to the overall number of
those who received it.
There are reasons why someone does not even open your
mail.
https://freshsparks.com/digital-marketing-success/Graphics: https://medium.com/@sandiutomo/an-apprentice-in-digital-analytics-story-8c6aa172a7b

13. When Digital / Content Marketing is
already IN, let us start getting updated
before we are left out of the race.
VISHAL CHANDRA
e-mail: vishalvns04@gmail.com
https://www.linkedin.com/in/chandravishal/
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