Transcript Web 2 and B2B Marketingx

WEB 2.0 AND B2B
MARKETING
Dr. Dawne Martin
MKTG 241
November 15, 2012
Admin. Things/Learning Objectives
• Learning Objectives
• Understand the Cycle of Social Marketing
• Describe why relationships are so important to success
and how Web 2.0 can develop customer relationships
• Understand the difference between push (outbound) vs.
pull (inbound) marketing and why inbound is more
effective
• Design an inbound program on a budget
What is Web 2.0?
Interactive
2007
Cycle of Social Marketing
Measure Results:
Comments,
Views, Followers,
Retweets -Adapt
Profile Individuals &
Group
Participate –
Stop Talking,
Start Listening
Propagate –
Bios, Avatars,
Linking
Platforms
Produce –
Fresh,
Engaging
Content
Social Media Starfish
WHY RELATIONSHIPS?
Value Managed Relationships: The Key
to Retention & Profitability
R. Buchanan, C. Gilles, European Management Journal,
• The cost of acquisition occurs only at the beginning of the
•
•
•
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relationship, so the longer the relationship, the lower the
amortized cost.
Long term customers tend to be less inclined to switch
and less price sensitive.
Long term customers tend to initiate free word of mouth
promotion & referrals
Long term customers are more likely to buy up-grades
and high margin supplemental products
Regular customers tend to be less expensive to service
PUSH VS. PULL
MARKETING
Inbound Marketing: More Customers for Less Money
Mike Volpe, HubSpot
For decades, marketing focused
on pushing messages out.
1
Get Found
( INBOUND )
MARKETING
2
3
Analyze
Convert
86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
12
% Companies Acquiring Customers
via Social Channels
57%
48%
57%
42%
Measure each stage
of your sales
& marketing
process.
VISITS
PROSPECTS
LEADS
WO.
LEADS
OPPS
CUST
Inbound Marketing on a Budget
Peter VanRysdam, Marketing in a Web 2.0 World
• Make Your Website Truly Interactive
• Forums
• Polls and surveys
• Use landing pages to increase conversions from different user
groups
• Getting Search Engines to Notice Your Site
• Use organic ranking – more effective than the Pay Per Click listings
• Understand how your customers search for you
• Identify “buy” words versus other stages in the buying decision
process
• Searching for specific brands, models, etc.
• Identify inbound links to your site
• Fresh content leads to more frequent indexing, higher rankings
• Blogging
• Set goals and focus your blog
• Free tools may not allow you to take advantage of all of the blog’s
benefits
• Have a personality when blogging, readers want to hear from
people, not a business
• Promote your blog through RSS, links from your site, anywhere you
list your contact information
• Joining the Conversation
• Offer your network more than just coupons. Give them value
through information about your industry as well as your services
• Be transparent. Buzz vs Deceit.
• Promote the positive and address the negative
• Set a plan to make sure that your networks are fresh and nothing
said about your brand slips by you.
• Building your network
• Grow your networks organically – connect to others looking for real
connections
• Connect with people on your Rolodex, not just social networking sites
• Use Facebook features like “share” and “like” to keep your content top
of mind and on the top of your customers’ pages
• Encourage everyone in your company to get involved in social
networking, from top to bottom
• Establish yourself as a on-line expert
• People will listen to an industry expert over a sales person every time,
take steps to increase your personal profile
• Use video to demo products, highlight customer case studies, or as a
fun marketing or recruiting tool
• Webinars offer value to your prospects and clients, making users
much more likely to attend them than a sales pitch. Avoid the hard
sell.
• Recording your webinar gives you a resource for years to come
B2B Social Media Use Compared to B2C
B2B Social Media Use
Get Started
• http://www.youtube.com/watch?v=gjnr31d7G_s
• Identify the audiences for your communication
• What are the audiences needs?
• What media could you use to communicate?
• Identify your communication goals
• Build relationship
• Build brand
• Drive sales
• Develop a plan to communicate and build community with
your customers