View
328
Download
2
Category
Preview:
Citation preview
Digital MarketingDigital Marketing
@DIGIBLE@DIGIBLE
@GolinGlobal@GolinGlobal
We are content marketing consultants thatWe are content marketing consultants thathelp B2B companies across Asian markets tohelp B2B companies across Asian markets tobe industry thought leaders and meaningfullybe industry thought leaders and meaningfullyengage with audiencesengage with audiences
Driving business growth by buildingDriving business growth by buildingmore brand relevance, awareness,more brand relevance, awareness,leads and buying intent. leads and buying intent.
QuestionsQuestions
1. New channels - Why?2. How much to spend?3. How to generate leads?4. How to measure results?5. Why take a risk?6. When will we see results?7. How much time involved?8. Which agency can support?9. Do we have the team in-house?
B2B Digital MarketingB2B Digital Marketing
InboundInboundOutboundOutbound1
2
Average Cost Per Lead throughinbound digital marketing ($143)is less than half the average foroutbound digital marketing($373).
AnswersAnswers
econsultancy
Lower costs.
Better ROI.
AnswersAnswers
Two-thirds of B2B customers say that content fromcompanies helps them make better purchasedecisions. More than a half say they are more willing to buyanother product from a company that producesvaluable content.
AnswersAnswers
econsultancy
Digital Content = More Traffic.
AnswersAnswers
B2B companies that blog 1-2 times a month generate70 per cent more leads than those that don’t blog. B2B companies that increase blogging from 3-5 times amonth to 6-8 times a month almost double their leads.
Digital Content = More Leads.
More Than Leads Generation.
AnswersAnswers
Quicken Path to Purchase.
Build Stronger OnlineCorporate Reputation.
78% of CMOs think digital contentis the future of B2Bmarketing.
econsultancy
Know Your Goals.Know Your Goals.
Step 1Write down what your business wants toachieve in the next 6-12 months?
Step 2Write down what marketing wants toachieve in the next 6-12 months?
Prioritize Your Goals.Prioritize Your Goals.
Know Your Audience.Know Your Audience.
TA Profile 1
TA Profile 2
TA Profile 3
TA Profile 4
Audience Profiling.Audience Profiling.
Know Your Audience'sKnow Your Audience'sDigital Behavior.Digital Behavior.
TA Profile 1 - BEHAVIOR
TA Profile 2 - BEHAVIOR
TA Profile 3 - BEHAVIOR
TA Profile 4 - BEHAVIOR
Define Audience'sDefine Audience'sDecision Triggers.Decision Triggers.
TA Profile 1 - Inflection Points, Triggers.
TA Profile 2 - Inflection Points, Triggers.
TA Profile 3 - Inflection Points, Triggers.
TA Profile 4 - Inflection Points, Triggers.
Know Your Audience'sKnow Your Audience'sChannelsChannels
Channel 1
Channel 2
Channel 3
Where doWhere dothey spendthey spendtime online?time online?
Channel 4
Channel 5
Research Your ChannelsResearch Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Channel 4 Key Features
Channel 5 Key Features
Select Your ChannelsSelect Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Branding Content
Branding Content
Branding Content
KOLs
KOLs
KOLs
Test Your New ChannelTest Your New Channel
Channel 1 Key BenefitsAudience ContentKOLs
Integrate New ChannelsIntegrate New Channels
Channel 1
Channel 2
Channel 3
Website
Blog
Video
Digital Publishing PlanDigital Publishing Plan
Channel 1
Channel 2
Channel 3
Theme Topics Content
TA Profile 1
Time
Theme Topics Time
Theme Topics Time
Content
Branded Third Party
Content
89% of B2B marketersagree that 3rd-party
content is more crediblethan brand content.
EMarketer
Work with Credible ContentWork with Credible ContentProducersProducers
Theme Topics Content Time
ExpertsExperts AcademicsAcademics MediaMedia
Focus on Creating ValueFocus on Creating Valueacross Audience Profilesacross Audience Profiles
Theme Topics Content Time
Theme Topics Time
Theme Topics Time
Content
Content
Establish & Extend YourEstablish & Extend YourBrand's Voice Into NewBrand's Voice Into NewChannelsChannels
Channel 1 Channel 2Websites Blogs
Video, video, videoVideo, video, video
70%70% of B2B marketers use of B2B marketers usevideo in their marketing mix.video in their marketing mix.
HubSpot
Social SellingSocial Selling
B2B companiesB2B companieswith executives onwith executives onprofessional socialprofessional socialnetworks =networks =
4x inbound leads.4x inbound leads.
HubSpot
"Content marketing"Content marketing
is all the marketingis all the marketing
that's left."that's left."- Seth Godin
THANK THANK YOU.YOU.
Learn more at www.golin.com/asia
Recommended