The days of building a website or tweeting a few times, making a boatload of money, and retiring early are over. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution? This slide deck explores where we are now, what’s coming next, and how to prepare your company to compete in 2014 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started. Topics Cover in this session include • B2B social media strategies that work • NEW – How to rank in Google today • NEW – What we can and cannot measure • Developing an effective plan • Getting organization buy in Presented at MHEDA (Material Handling Equipment Distributors Association) Emerging Leaders Conference 2014 Chicago, IL.

1. presents
Search And Social – Where
Is It All Going?
presented by
Brian Bluff, President & Co-Founder
Matthew Ford, Vice President
Operations

2. What We’ll Cover…
• Marketing change.
• B2B social media strategies that work
• How to rank in Google today
• Measurement
• Developing an effective plan
• Getting organizational buy in
• What’s next and how to get started

3. The Changing B2B Marketing Landscape

4. Convergence Of Search And Social

5. How Has Google Changed "
2009 2011 2012
2013

6. The Way We Search Has Changed
Used Forklift
Forklift for sale
Interest Over Time
2005 2007 2008 2011 2013

7. Our Devices Have Changed
MHEDA’s Mobile Traffic Jan 12 – Jun14
4.9% 16.1%
500
Sessions Vs. Time
1000

8. ID Need
Search
Evaluate
Purchase
Post Buy Eval
Generate Lead
Engage
Propose
Negotiate
Win
Upsell/Resell
• Educate
• Repurpose & distribute content
• Position content search engines
and social media
• Strengthen brand awareness
• Engage through social media
and search engine
• Eliminate risk, demonstrate
value, simplify the decision
• Customers promote your brand
• Generate referrals
Buying
Process
Selling
Process
Supporting Internet
Marketing Strategy
How Customers Buy Has Changed

9. Fish Upstream
“When fly fishing, the goal is to
have your bait look as real as
possible.
If you cast down stream and
strip it up, … well fly's just don't
do that.
Cast up stream and let it float
down, …this is what fly's do and
you’ll hook one for sure.”

10. What’s A Brand
• Build brand awareness
• Showcase your expertise
• Clicks vs. impressions
•

11. Brand Awareness Via Social Media
Get in front of prospects
• Twitter
o Promoted Tweets
o Promoted Handles
• LinkedIn ads
o Sponsored content
o Create an ad

12. Demonstrate Value Via Social Media
• Prospects won’t come to you
o Read your blog or PR
o Watch your video
• B2B prospects use social media to
o News - industry, their network,
general
o Learn
• Earn attention
o Offer expertise
o Don’t sell
• Tweet valuable content
• Participate in LinkedIn discussions

13. Why Measuring Is Important
• Keeps you focused
• Decisions based on
facts
• Accountability
• Identify opportunities
• Improved campaigns
• Reduce cost
• Increase ROI
Goal
Completions
*** 3.8:1 – Calls:Forms

14. Measurement Problems
• Tracking vanity metrics (visits, page views, time on site, etc.)
• Google keyword data not available
• Incomplete tracking (PDFs, Mailto, Calls)
• Flawed Google Analytics set up
• Failure to attribute value

15. Basic Measurement Tools
• Google Analytics
• Google and Bing Webmaster Tools
• Insights – FB, TW, YT

16. Welcome To The Future

17. Inbound Marketing
• Advertising through blogs,
podcasts, video, eBooks,
enewsletters, whitepapers,
SEO, social media marketing
• Earns the attention of
prospects
• Makes the company easy to
be found
• Draws customers to the
website
Image – inboundauthority.com

18. Create
Accounts
(Name Claim) Grow
Become
the
Expert
Networks
Create
Content
Lead
Discussion
Participate In
Discussion
Distribute
Content
"
Establish Credibility With Social Media

19. "
Efficient Content Marketing
Everyday you…
• Solve problems
• Think
• Learn
• Teach
You communicate by
• Phone
• Email
• Presentations
• Proposals
• Sales literature
• Articles
• Press Releases
Opportunity to repurpose content
• Blog
• Video
• Guest article
• Case studies
• Email news Letter
Distribute content via…
• SlideShare
• Twitter
• FaceBook
• LinkedIn
• Google+
• YouTube

20. Drip Marketing / Lead Nurturing
• Send pre-written messages
• Content offers via email
marketing
• User behavior triggers/dictates
the sequence
• Handoff better qualified leads
• Lower cost to process leads
• http://www.softwareadvice.com/crm/marketing-automation-comparison/
• http://www.getapp.com/marketing-automation-software
• http://www.g2crowd.com/categories/marketing-automation/compare

21. Buyer Personas

22. Align Website With Persona Needs
Sales Personas
1) Engineer
2) R&D
3) Buyer
4) Sales & Affiliates
5) Manager
6) Co-Supplier
HR Personas
7) Employee
8) Applicant
9) Partner
Corporate Personas
10) Community
11) Media
GOAL: Keep visitors on your site, reading content and viewing
pages

23. Personas And The Buying Process

24. Line Up the Buying and Selling Process

25. "
Where To Start

26. Outline Of An internet Marketing Plan

27. Bringing It Together - A Better Approach
• Develop buyer personas
• Create content to fill the gap(s)
• Develop Lead Nurturing Campaigns
o Create content offers
o Drip marketing
o Lead scoring
o Define marketing-to-sales handoff criteria
• Track lead disposition by origination source
• Adjust marketing mix based on ROI (ROAS)

28. Questions
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
@BrianBluff
w: 315.732.9281 x 11
m: 315.525.5416
Code: MHEDA
Matthew Ford
Vice President Operations,
Partner
Site-Seeker, Inc.
mattford@site-seeker.com
m: 315-525-4139