FEI Canada - SGH Chapter 2016 SME Conference Welcome to the Core Online Marketing Executive Seminar
Is Online Marketing a Priority? Are You Fully Exploiting Online Marketing? A Few Questions Before We Start
The Buying Process is Fundamentally Changing 93% of B2B buyers using search to begin the buying process and 37% posting questions on social networking sites when looking for suggestions. (source: Marketo) 85% of tech buyers said they need to encounter at least three pieces of online content before engaging with a solution provider (source: Knowledge Storm/Marketing Sherpa) What is Online Marketing?
The Buying Process is Fundamentally Changing Nearly two-thirds of consumers (61%) use search engines to help them in their product research decisions leading up to purchase. (source: econsultancy) 10% of retail sales are made on online BUT 50% of purchases are influenced by online research (source: NRF) What is Online Marketing?
The ROI of Online Marketing is Your Business Will Still Exist in 5 Years What is Online Marketing?
Using appropriate, available tools to offer relevant content that creates value for communities of interest (prospects, customers, influencers, evangelists ) with the goal of driving sustainable revenue growth. What is Online Marketing?
Search Investigate Decision Service/Support Get Found Educate/Nurture Convert Post Sales Proceed Strategically
Frictionless Selling Search Investigate Decision Service/Support Get Found Educate/Nurture Convert Post Sales Proceed Strategically
Get Found Post Sales SEARCH ENGINE OPTIMIZATION/ LOCAL SEARCH ONLINE ADVERTISING SOCIAL MEDIA CONTENT Educate/Nurture ANALYTICS DATABASE MARKETING/ MARKETING AUTOMATION Convert The Fundamentals
With Online Marketing. CONTENT IS KING When content became king, marketers became publishers. We shifted our focus from traditional outbound strategies to delivering the kind of content that drives successful inbound campaigns. Instead of going out and hunting prospects, we had to learn how to lure them to our doorstep. High quality content, delivered consistently and through a variety of channels proved to be the best way to accomplish that goal. Anne Handley, MarketingProfs The Fundamentals/Content
CONTENT: PRIMARY OBJECTIVES RELEVANCE.Develop fresh, compelling content for search engines and searchers AUTHORITY.Establish your online visibility and credibility with communities of interest CONVERT.Move prospects forward (eliminate friction) The Fundamentals/Content
The Fundamentals/Content
A Forrester study found that pages containing a mixture of text and video are 50 times more likely to rank high in search results than pages without. Visitors who view product videos are 85% more likely to buy than those that do not. Source: Internet Retailer The Fundamentals/Content
JOB 1! On-Page Search Engine Optimization (SEO) Off-Page Search Engine Optimization (SEO) The Fundamentals/Get Found
Why Search Engine Optimization is SO IMPORTANT 37% CTR 12% CTR 10% CTR 8% CTR 6% CTR The Fundamentals/Get Found
ON-PAGE SEO Is your WEBSITE RELEVANT to what your prospects are searching for? The Fundamentals/Get Found
KEYWORDS The common language between web sites, search engines, and searchers. The Fundamentals/Get Found
The Fundamentals/Get Found
Build Site Structure based on Keywords The Fundamentals/Get Found
On-Page Optimization MUST DO S Page Titles Optimized URL s Page Headings ALT-Tags Web Site Content Meta-Descriptions Internal Links Site Performance Emphasized Keywords The Fundamentals/Get Found
OFF-PAGE SEO Does your online community view you as an AUTHORITY? The Fundamentals/Get Found
75% The Fundamentals/Get Found
LINK BUILDING Since the late 1990's search engines have used links as votes - representing the democracy of the web's opinion about what pages are important and popular Links aren't everything in SEO, but search professionals attribute a large portion of the engines' algorithms to link-based factors growing the link profile of a website is critical to gaining traction, attention and traffic from the engines link building is among the top tasks required for search ranking and traffic success Source: SEOmoz The Fundamentals/Get Found
HOW TO GET LINKS Identify and target link building opportunities Prioritize - Start with low hanging fruit and link build in phases Be a good online citizen (reciprocity) Build relationships/network Stay aware of industry trends get ahead of the curve Concentrate on Quality over Quantity Develop Valuable Content The Fundamentals/Get Found
IS SOCIAL MEDIA NECESSARY? The Fundamentals/Social Media
The Fundamentals/Social Media
BUSINESS BENEFITS Brand Building Inbound Lead Generation Expanding Reach/Amplify Your Message Connecting with Influencers/Creating Online Authority Referrals/Recommendations/Credibility The Fundamentals/Social Media
SOCIAL MEDIA ACTIVITY MATTERS! The Fundamentals/Social Media
The Fundamentals/Social Media
APPROACH IT PURPOSEFULLY. OUTREACH Make Connections, Establish Links ENGAGEMENT Increase Following, Generate Traffic POST Create Awareness, Establish Presence The Fundamentals/Social Media
CONSISTENT ENGAGEMENT. The Fundamentals/Marketing Automation
DEVELOPING VALUE BASED RELATIONSHIPS: THE CASE FOR LEAD NURTURING 50% of leads are qualified but not yet ready to buy. Gleanster Research 80% of prospects deemed bad leads by sales teams go on to buy within 24 months. SiriusDecisions 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider. Knowledge Storm/Marketing Sherpa The Fundamentals/Marketing Automation
Use Online Marketing Mechanisms To Develop a Permission Based (Opt-In) Dialogue The Fundamentals/Marketing Automation
GETTING TO YES What do you want me to do next? The Fundamentals/Marketing Automation
CALLS TO ACTION/OFFERS Low-risk, easy to take actions that engage and guide prospects through the next step in the process The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
LEVERAGING YOUR MOST VALUABLE ASSET Retention Incremental Revenue The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
MARKETING AUTOMATION The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
The Fundamentals/Marketing Automation
ANALYTICS You must constantly analyze and optimize Identify Key Metrics Implement Analytics (e.g. Google Analytics) Monitor and Refine The Fundamentals/Analytics
FOCUS WILL SHIFT OVER TIME.. Early in the Process: Establish Benchmarks, High-Level As Time Goes On: More Refined/Detailed The Fundamentals/Analytics
THE WAY FORWARD The Way Forward
The Way Forward ALLOCATE RESOURCES!
You must be in this game 1+1=3 Approach it strategically Build a Roadmap - You can t do it all at once There are a lot of moving parts CONTENT IS KING! Allocate resources and EXECUTE! You need to work on this every day It s a Journey Don t get overwhelmed End to End Business Development Process Summary
Summary
THANK-YOU