How to Migrate your Marketing Online - B2B & B2C examples

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Two case studies to show you how to do it yourself• Business to Business (B2B)• Business to Consumer(B2C)• Plus Advice for you to migrate your marketing

‒ How to find a niche to show off your company’s expertise or specialism

‒ Where to promote your services online‒ How to use automated email marketing‒ The three things you must do online every

week

Online marketing


• Brochure/collateral• Public relations• Advertising• Directory listings• Trade show/conference• Christmas card list• Parties/hospitality

Traditional Today

• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media

Marketing a business


How to migrate marketing online

• Know your customers and prospects “online literacy”‒ Which websites do they visit‒ What % are doing procurement online‒ How do new customers ‘find’ you‒ What about younger staff members• You can’t do everything at once• Prioritise



Traditional Today

• Website• Expert content• Online PR• Adwords / digital ads• Directory submissions• Email list/newsletter• Social media

Which of these do you do?


Case study: APC technology

• Business to Business• Customised rugged computers• Long sales cycle• Face to face sales team• E-Procurement



Traditional Priorities

• Website• Directory submissions• Expert content• Email list/newsletter• Online PR• Adwords / digital ads• Social media

APC technology


Key words


Google analytics


Traffic sources


Incoming links - domodomain


Expert content

• Company news ‒ New product‒ Distributors

• Trade show‒ Collate others’ news ‒ Link to helpful sites (Linked In Group)

• Magazine article ‒ Reproduce it‒ Write a response


Email newsletter

• Once a month• Summary of website news articles• Supplemented by mailings to niche

groups‒ Mining industry (linked to trade

show)‒ Abattoirs (postal mailing) new

product


Case study: Rowperfect

• Business to Consumer• Sports equipment and advice• Short sales cycle• No sales team• Online ‘discovery’• Global potential market



Traditional Today

• Website• Expert content• Email list/newsletter• Adwords / advertising• Social media• Directory submissions• Online PR

Which of these do you do?


Content drives & reinforces traffic

• News page (blog) updated 5x per week• It has an RSS feed• Newsletter sign-up • In header on every page• Landing page• Summary of 5 blog posts mailed automatically • Expert content drives incoming search• Social media amplifies • Automatic• Manual • Advertising is relatively minor ‘signposting’ • $100 per month


Rowperfect analytics

• Search is highest = 2680‒ Google‒ Bing‒ Yahoo• Newsletter = 1541

‒ Feedblitz‒ RSS• Social media = 209

‒ Twitter‒ Friendfeed• Advertising (cpc) = 233`


Referring sites


Analytics compared


For you:

• Find a niche online‒ Where is it discussed / searched /

commented online‒ Keep your niche small• Search for websites about the niche

‒ Google Alerts‒ Follow these sites using RSS Reader

or email• Search inside social media

‒ Use hashtags #


Alerts

• Search string‒ Blogs ‒ News‒ Video‒ Discussions • Quotes• All/best results• Frequency


Where to promote your services

• Directory listings• Forums• Group lists• Magazine / news websites• Newsletters run by others• Bloggers – guest posts / comments• Social media sites & groups on social

media• Hashtags #• Your own news page


How to use automatic email

• Write blog posts• Have an RSS feed• Set up an RSS to email service

‒ Feedblitz.com• Decide newsletter frequency (weekly,

monthly, on demand)• It happens


3 things you must do weekly

• Check your alerts‒ Gives you new sites to comment‒ Subscribe to read them• Write a blog news article

‒ Article ideas from the alerts• Review your analytics

‒ How well are you doing


Get in touch

• Have a free 20 minute briefing with us‒ Tell us about your situation‒ Ask questions‒ Get quick advice

[email protected]

mailto:[email protected]


Questions?