This webinar/slideshow was presented to VMA members to introduce and offer an overview of digital marketing in the manufacturing sector. This B2B is more behind than most industries in adopting best digital marketing practices. Those adopting them now will get a foothold and have a distinct advantage over competitors.

1. Taming The Chaos
Howard Deskin & Anne Moss Rogers
February 6, 2014
Impression-Marketing.com

2. Who Are We?
Howard Deskin
CEO & Internet Marketing Manager
Anne Moss Rogers
Marketing & Creative Director
We Take a Disciplined
Approach to Creativity
Impression-Marketing.com

3. Why Digital Marketing?
“ B2B buyers are online, in
social channels, on YouTube,
going to events, and
evaluating options on mobile
devices. Understanding the
customer journey across
these touchpoints is
essential to the success of
any marketing program.
”
- Forrester Research
Impression-Marketing.com

4. Online & Offline Work Together
Outbound Marketing
Inbound Marketing
(Interruption Based)
(Permission Based)
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Telemarketing
Trade Shows
Direct Mail
Email Blasts
(SPAM)
• Print Ads
• TV/Radio Spots
• Cold Calling
Impression-Marketing.com
Website
Content Marketing
Newsletters
Blogs
Social Media
Online Video
SEO
PPC
Word of Mouth
Networking
Public Relations

5. The Best of Old & New Approaches
Old strategies
New strategies
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Cold Calling
Trade Shows
Print Ads
Billboards
+
Website
Mobile
Digital Advertising
Content Marketing
Social media
Impression-Marketing.com
=
MORE
LEADS

6. Manufacturing & Marketing
113 NJ Manufacturers
Top 25 NJ Manufacturers
In a recent study
conducted on 113
Manufacturers in NJ
The Top 25
Manufacturers in the
state were better engaged
in the use of social media
as a part of an
integrated/inbound
marketing plan.
Source: Grass Roots Marketing

7. B2B Marketing Survey
Impression-Marketing.com

8. Content Marketing
North American B2B
Manufacturing Content
Marketing Usage by
Tactic
Impression-Marketing.com

9. Content Marketing
B2B Manufacturers:
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Video is the top Content Marketing
tactic.
• 54% Incorporate Blogs
• 80% Use E-Newsletters
• 60% Use Print Advertising
• 75% Use Social Media
• 31% Provide Mobile Content
- Content Marketing Institute Study
Impression-Marketing.com

10. B2B Buyers Know All About You!
The internet makes it simpler for customers to direct their own
buying cycle. No waiting for the next trade show, ad, or calls from
sales reps. Instead they’re able to get exactly the information they
want exactly when they want it.
Impression-Marketing.com

11. Content Marketing is the New SEO
Definition:
Content Marketing is any marketing
format that involves the creation and
sharing of media and publishing content
in order to acquire customers.
Information can be presented in a variety of formats, including blogs, news,
video, white papers, e-books, infographics, case studies, how-to guides,
question and answer articles, photos, etc.
Content marketing is focused not on selling, but on simply communicating
with customers and prospects. The idea is to inspire business and loyalty
from buyers by delivering consistent, ongoing valuable information.
- Content Marketing Institute Study
Impression-Marketing.com

12. Does B2B use Mobile?
Absolutely!
Impression-Marketing.com

13. Mobile is the New Desktop
In 2014, Mobile is Predicted to
Overtake Desktop Internet Usage
Impression-Marketing.com

14. Why Mobile Responsive?
• 10-25% of your website visitation
probably comes from a smartphone and
it will keep increasing.
•
Visitors will leave your site and go to
your competitors.
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Google has indicated search results will
be penalized if you don’t have a mobile
friendly site
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At least have a scaled-down version of
your desktop website
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Utilize “browser-detection” and
“responsive design” to ensure the mobile
site displays appropriately
Impression-Marketing.com

15. Big Data – Do I Need It?
At a minimum you
should be
reviewing your
website analytics
Impression-Marketing.com

16. Digital Marketing Methods
Impression-Marketing.com

17. Define Your Target Market
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Who are they?
Where are they?
What do they care about?
Impression-Marketing.com

18. Digital Strategy
Where to Begin?
Your Website is
the Core.
Impression-Marketing.com

19. Sample Digital Marketing
Game Plan
A Mobile Responsive Website
A Content Marketing
Plan
Social Media Integration
Email Marketing
Data & Analytics
Impression-Marketing.com

20. Website Basics
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Prominently Display the Phone Number
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Address
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Call To Action
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Newsletter Sign Up
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Contact Form
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Blog
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Google Analytics
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Social Media Icons
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Featured Services or Product
Impression-Marketing.com

21. Why Email Marketing?
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Has a wide & quick reach
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Excels in Return-on-Investment
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Improves brand awareness and
customer relations
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Is measurable and easily modified
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Is customizable by type of customer
80%
of B2B Manufacturers
send E-Newsletters
Impression-Marketing.com

22. Email Marketing – How To?
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Keep it short & relevant
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Good mix of text, images,
videos
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Use an attention-grabbing
subject line
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Tie in blogs & social media
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Clearly state benefits
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Send often, at 1x a month
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Segment your address list
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Use a good system! – Constant
Contact, Mail Chimp
Impression-Marketing.com

23. Social Media is Here To Stay
75%
of B2B Manufacturers
use Social Media

24. Social Media
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Create videos to promote products &
post testimonials
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Share news & updates on industry
events
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Learn from online communities and
tailor content to target them
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Promote your website content
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Use targeted social buttons on your
website to encourage visitors to share
your content
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“Manufacturers will capitalize
on their social media
investments by using it as a
collaborative tool. They'll make
sure the right experts solve
the appropriate problems,
they'll gather more business
intelligence, and they'll
connect their enterprise to
end-users for a whole new set
of ideas.”
Increase brand visibility
Engage with customers & potential
leads
- Top Trends in Manufacturing, 2013 Infosys
Impression-Marketing.com

25. Get Higher Rankings on Google
• New algorithms focus on speed
and precision
• Conversational Search
• People ask questions
Google updated
algorithms in 2013,
making content king &
social sharing queen.
• Your website needs high quality
content to rank with frequent
changes
• Fake spammy links to your site
may be hurting your SEO
Impression-Marketing.com

26. Google Ads Generate Leads
Google Pay Per Click Ads
Rank #2
For Lead Generation
Among B2B and B2C
Impression-Marketing.com

27. Measuring Traffic & Results
Google Analytics
Key Elements to Track:
Allows you to measure the
success & reach of your
marketing efforts
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Unique visitor traffic
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Bounce rates on pages
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Keyword searches
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Mobile phone traffic
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Conversions
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Site Speed
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Time on site & pages
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Paid search
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Referrals
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Email & Social
Impression-Marketing.com

28. Stalk us online at
Impression-Marketing.com
ImpressionMarketing
@impressionM
Impression-Marketing.com

29. Special Offer for Webinar Attendees!
Complementary Digital Marketing Consult & Website
Analysis
Free “website match” eNewsletter template when you
open a new Constant Contact Account
Impression-Marketing.com