M rke k tin i g g T e T chnolo l gy Metrics Not Myth

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1 Marketing Technology Metrics Not Myth

2 Today s Discussion The importance of technology Evaluating options Content is king Take your brand seriously Consistency, consistency, CONSISTENCY Developing a plan of action Q&A

3 About JMS Consultations An integrated marketing communications agency Founded in 1991 Located in the Chicago area Business to business focus Manufacturing Environmental Financial Medical Associations Noted for NASF rebranding efforts

4 Did You Know

5 Technology IS Important Increase Leads by Combining with Social Media Use Social Media With 51% 65% Use Social Media Alone Industry Average Top 20% of Social Media Lead Generators Among B2B Marketers Source: Aberdeen Research

6 So What s with Social Media? 93% of business buyers believe all companies should have a presence in social media 85% of business buyers 81% believe companies should not just present information via social media, but use it to interact and become more engaged with them 1/3 of global B2B buyers use social media to engage with their vendors 81% of Baby Boomers use the internet to research products. 59% of B2B marketers say is the most effective channel in generating revenue Sources: Pew Research Center's Internet & American Life Project; Cone, Inc; DemandGen; BtoB Magazine

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8 Just How Big is Google? 85% Google s Search engine is used by 85% of global internet users every month

9 Web Search Lead Generation Offline Print, Broadcast, Tradeshows, Mobile Online Google Places, YouTube, Linked in, Association & Publication websites 67% Research Offline Ads 65% Research Online/Buy Offline 11% Buy Based on Search Listing 42% 42% Start Research Online 81% of Paid Search is Google 20% Local Intent of business owners have started research online to find a product or service

10 Web Search Lead Generation Offline Print, Broadcast, Tradeshows, Mobile Online Google Places, YouTube, Linked in, Association & Publication websites 67% Research Offline Ads 65% Research Online/Buy Offline 11% Buy Based on Search Listing 81% 42% Start Research Online 81% of Paid Search is Google 20% Local Intent of the paid search market is through Google

11 Content (Marketing) is King 9 out of 10 businesses use content marketing to grow their business On average B2B companies use 8 different content marketing strategies to achieve their goals Websites most widely used method for content marketing at 58% Marketers, on average, spend a quarter of their marketing budget on content marketing

12 5 Key Requirements For B2B Marketers 1. Understand the buyer s journey 2. Take responsibility for creating your own plan 3. Align sales 4. Nomenclature 5. Interlock

13 Foundational Elements Understanding of B2B buyers journey Importance of accountability for metrics Comfort with marketing automation technology Understanding of lead nurturing Basic knowledge of what comprises a lead

14 Develop a Plan You will never know if a program is successful unless you can address these questions: Do you have evaluation tools in place? Do you feel the content of your message is effective? What target market do you wish to reach? Are the tools you are selected the best for optimization? What are your goals for each of the tools?

15 Interlock Plans-Be Consistent

16 Take Your Brand Seriously

17 Take Your Brand Seriously Begin with a professional looking site Websites are your viewers first impression Slowly build your brand from there As time and budget allows If you don t take your brand seriously, neither will your viewers Including clients

18 How it Has Worked for NASF NASF Social Media Growth J F M A M J J A S O N D LinkedIn Facebook Late in 2011, JMS starts adding to under-utilized LinkedIn Group and Facebook page NASF announcements Event info Industry news updates Photos Additional administrators from NASF also added People noticed new activity and started joining right away Social media also promoted on NASF websites, and s

19 How it Can Work for Your Busines You re going home with a stack of business cards Attend to your connections before they get lost in your mind and/or on your desk!

20 A Plan of Action! Send an before you catch up at the office Thanks for visiting your booth Reminder of your products/service Invitation to follow you or your company on social networks Check the website listed on the card are they a fit? Sales Networking Information Immediately place into your database

21 A Plan of Action! Announce attendance on your website today Use that announcement as public relations for: Local business Industry publications Professional associations Promote your attendance on social sites Don t forget associations

22 Industries with the Highest Content Marketing Professional Service Computer/Software 94% 93% Advertising/Marketing Healthcare 89% 89% Business Services Manufacturing/Processing 84% 83% Source: Content Marketing Institute

23 Popular Forms of Marketing Article Posting 79% Social Media 74% Blogs Newsletters 65% 63% Case Studies In Person Events 58% 58% Source: Content Marketing Institute

24 Goals and Measurement Brand Awareness 69% Customer Acquisition 68% Lead Generation 67% Customer Retention/Loyalty 62% Source: Content Marketing Institute

25 Is Your Company On Board? Strategy doesn t start with a Facebook page, it begins (and perhaps ends) with corporate culture. Remember: Not everyone will be on board right away

26 The Marketing Cycle Goals & Objectives

27 The Marketing Cycle Goals & Objectives Content

28 The Marketing Cycle Goals & Objectives Content Selected Tools

29 The Marketing Cycle Goals & Objectives Content Data Selected Tools

30 The Marketing Cycle Goals & Objectives Content Follow Up Selected Tools Data

31 The Marketing Cycle Goals & Objectives Evaluation Content Evaluation Follow Up Selected Tools Data

32 In Conclusion Know your market really get to know it Use tools that are appropriate Be consistent in brand and messaging Update and evaluate often Invest the time in a plan and the money in a professional brand your competitors are

33 Thank You! Questions?