Category Archives: Integrated Digital Marketing

New B2B Buyer… Requires B2B Digital Marketing Strategy

What are the challenges facing the B2B marketers?

2012 B2B Buyer Behavior Survey suggests:

The fact that buyers are increasingly dissatisfied with the engagement process is one of the most eye opening statistics from the survey. Despite all of the tools available –CRM, web analytics and marketing automation – this shows that marketing and sales teams are still struggling to keep pace with the changing expectations of buyers.”

newb2bbuyerWho are the new B2B buyers? 72% Used social media to research their solution purchases 54% Followed online discussions to learn more about topics. 22% Posted questions on social networking sites looking for suggestions and feedback. 14% Connected directly with potential solution providers via social networking channels

  • They are more agile buyers; more than 50% initiated the contact with the business.
  • At the outset of their search process for solution providers, these buyers were greatly influenced by online and social media. (see chart below)

entwine-graph

This new buyer’s research and decision process  is very much involved with social/digital media. Therefore the development of a B2B/ B2G Digital Marketing  Strategy would be a necessary next step.

Digital B2B Marketing Strategy

Here is an nine step outline of the  Digital Marketing  Strategy.

  1. 1. Align Goals and Values
  2. 2. Assess your Reputation
    • -Assess your online company reputation; digital footprint critical for B2B
    • -Assess the strengths and weaknesses of offline reputation
  3. 3. Know your Competitors
    • - Determine the gaps and your competitive positioning
    • - Set yourself apart from the competition
  4. 4. Pinpoint your Targets
    • - It is not quantity of targets but those that need and can see value added
  5. 5. Create a Brand of Value
    • - Listen to your clients, employees and executive team -
      • - – Who are we? and What do we do?
    • - Clarify your value proposition
    • - Develop your brand promises
    • - Articulate how targets will benefit from working with you
  6. 6. Maximize Your Company’s Web Presence
    • - Create content on your website that focuses on your brand promises
    • - Use clear and concise language that speak directly to clients, procurement officers and end users( e.g., clients, government agencies)
    • - Develop valuable downloadable information ( e.g., valuegraphics , PDF’s, whitepapers )
    • - Share client success videos
    • - Provide ROI calculators, assessment tools
  7. 7. Elevate Your Digital Profile in the Community
    • - Bring potential clients into the  B2B sales funnel
      • - – Use LinkedIn and blogs (most highly ranked venues for interaction)
      • - – Use Google + and YouTube videos to support high search positions
    • - Move potential clients down the funnel
      • - – Build Relationships , critical element of winning  contracts
      • - – Provide timely information
      • - – Demonstrate online demo
    • - Maintain regular interactivity
    • - Focus on post sales service, retention and potential upsell
    • - Support  advocacy and product championing
  8. 8. Monitor and Evaluate your Progress
    • - Monitor your company chatter
      • - – Who and what people are saying
    • - Evaluate the reach and conversion of media tools
    • - Evaluate the success in moving potential clients down the sales funnel
  9. 9. Sustainability
    • - Make adjustments in strategy

6 Benchmarks for Evaluating a Sustainable Digital Marketing Strategy: SERVAS Digital Analysis

Before designing a Digital Strategy, my clients often ask the “million dollar” question — How do I know Digital Media works?”My response is simple –there are no guarantees in this world.  But if I had the answer, I would own the most prolific global digital agency.

SERVAS digital marketing

Rather, I suggest addressing this challenge through a series of questions that are the foundation for a successful Digital Marketing program.

  • Is the content of the social media message effective?
  • Is the target market communicating via social media and will you reach them?
  • Are selected social media tools appropriate and optimized?
  • How do you evaluate this strategy before and after the launch?
  • Does the marketing effort meet the client’s goals?

A simple approach is needed to answer these questions. I searched for a methodology to evaluate current and future online and social media efforts in terms of meeting the basic criteria considered necessary for a successful Social Media Marketing campaign. Read More »

18 Best Practices for Adopting Digital Marketing

Many executives between the ages of 45-65 years are “digital aliens”. They were not brought up in the digital age and feel overwhelmed and sometimes fearful of the new technologies.  Many struggle with the changes necessitated by engaging in Digital Marketing. The result is the New Digital Divide between companies that are fully immersed in digital applications while others are deciding if Facebook is good investment!

18 best digital marketing practicesBelow is a road map of 18 practices* which will facilitate the adoption and successful implementation of a Digital Marketing Program.

1. Assess Current Market Practices- Determine the gaps and opportunities to position your organization in the digital world.
2. Adopt a Digital Mindset – Gain executive understanding and buy-in to the changes required to adopt a digital marketing program. Many executives are not aware of the scope and type of shift needed for successful implementation.
3. Dedicate Resources – Commit staff, provide training; allocate budget.
4. Be Transparent- - Be upfront about your intentions and purposes for your site and interactions.  Many executives fear losing control of their marketing message.  Openness and authenticity generates trust and opportunities. Read More »

GERVAS: 6 Benchmarks for Digital Marketing Strategy

GERVAS:  Goal – Engage – Relationship –  Value –  Action – Synthesize

GERVAS is the tool to guide the development of your social media campaign. Here are the six elements and the questions to ask?

As a business or organization launches a social media program, they try to anticipate the results and make the necessary refinements.   These are some typical questions:

  • Is the content of your social media message effective?
  • Is your target market communicating via social media and will you reach them?
  • Are you choosing and optimizing your social media tools?
  • How do you evaluate your strategy before launch?

Each marketer/ businessperson can apply six simple benchmarks to evaluate the potential effectiveness of your social media efforts. This can be done as a self-evaluation, discussion with your team or via a focus group. Read More »

23 Ways to Integrate Facebook and Twitter with Traditional Advertising

Integrated Media Marketing is when you effectively integrate social media with traditional marketing. Here are 23 ideas for integrating Facebook and Twitter in PR, direct selling, customer services, advertising and sales promotions.

Back of Business Card

  1. Add Facebook Widget /plugins to website or blog
  2. Show Twitter stream on website
  3. Use buttons in footer, contact page and sidebar of  website
  4. Add Share/Like/Tweet buttons on products and content on website
  5. Include links on your business cards
  6. Include info in email signature file
  7. Add Facebook /Twitter to voice mail messages (office and cellphone)
  8. Include Facebook/Twitter info on invoices and receipts Read More »

Six Keys to Optimizing Digital Marketing for Small Businesses

Anyone with a bit of tech savvy can set up Facebook and Twitter accounts and begin posting updates. . But can they accomplish the needs of a business in this digital age?  Can a tech savvy youth create competitive advantage, the key for businesses in meeting their goals?

For most small businesses the answer is NO!   They will contribute to the plethora of un-optimized, under-utilized social media accounts. The result —Digital Hubmany small businesses “try out social media” and contend “it doesn’t work!”

There is an alternative approach- Digital Marketing Optimization (DMO). DMO leverages the power of each media platform and integrates them to drive traffic to your online environment, while achieving your business goals.

DMO designs an online environment that easily connects to other social communities, expanding the reach and exposure of your site. It increases “socially referred traffic” as unique users can easily share comments through audio, video and text links.

Here are six keys to make Digital Media work for small businesses:

  1. Design a Step-by-Step Digital Strategy Read More »

5 Stages of an Integrated Digital Marketing Timeline

Clients generally have unrealistic expectations of a integrated digital marketing strategy.  They expect results immediately or within the first 3-6 months. We prepare our clients for real expectations by reviewing a Digital Marketing Timeline.

Campaign Life Cycle

An Integrated Digital Marketing strategy has five stages during a 27+ month period. (note: the timeline can be collapsed to 6+ months depending on the relevancy and the timeliness of the promotion) During each stage the number of touchpoints,  client marketing efforts that  touch the customer, are expanded. These touchpoints build on each other and grow exponentially.  As your network expands the media (traditional advertising, PR, online, social) begin to synergize with each other. In the future a successful strategy will be self generating and grow virally.  The goal is to convert your network of touchpoints to actions that support your strategic objectives. Here are the expectations projected for the five stages of the Digital Marketing Timeline Strategy.

Read More »

Your Six Step Social Media Roadmap

To be successful at social media you need to have a plan.  As the publisher, you control the power to social media confusiondistribute your content through digital media platforms such as blogs, mobile, Facebook, YouTube and Twitter.  Most businesspersons are overwhelmed with all the options and how to implement them.  These six steps provide a roadmap to use social media to achieve optimal results for your business.

Step 1 –Determine Social Media Value for Your Business

  • Develop an understanding of social media and online communities – How can you gain traction for ideas and grow your network to benefit your company?
  • Determine goals – What does your company want to accomplish with social media?
  • Evaluate social media – Is it a good fit for your company/institution?

Step 2 – Identify Challenges Facing Your Business When Implementing Digital Marketing

  • Determine organization’s changes – how will your company adopt social media? Read More »

Patient Touchpoint Strategy – 4 Steps to Increase Total Patient Experience

Patient Touchpoint Strategy

Patient touchpoints or interactions with health care facility and professionals define patient centered care. They determine the total patient experience and satisfaction, affecting not only the clinical tasks but patient outcomes.  With the growth of online and social media, healthcare administrators have new tools to evaluate and effect patient centered care.

California HealthCare Foundation Study of Health 2.0 suggests,

“Innovative collaborations online among groups of patients, medical professionals, and other health care players are challenging the notion that health care happens only between a single patient and doctor in an exam room.”

In the growing Health 2.0 model, online and social media have dramatically Read More »

5 Steps to Evaluating Social Media ROI

touchpoints‘Prove to me social media works!’

That is the cry of many businesspeople when challenged by the hype of Twitter and Facebook. The answer will not come simply from growing social media followers.  Rather, it will come from the effect social media has on expanding and converting your company’s touchpoints. The marketing strategy of every company is to touch their customers, engage them, and move them to a targeted action.  But most companies are not aware of their touchpoints, their effectiveness and why they work.  “Touchpoint Optimization Strategy ” is a 5-step process that tracks the conversion from a one way touchpoint to an “action point” in the customer relationship lifecycle.

Step 1: Listening

Many companies view their touchpoints as one-way, passive listening posts to the voice of the consumer or feedback on the effectiveness of traditional marketing efforts.  Sales and consumer insights measures include surveys, ad test, awareness tracking, contact centers, media tests, customer satisfaction studies, and brand tracking.  However, these listening posts often provided measures that are “time challenged”, needing to wait for the end of a marketing effort before being able to “listen” to the results and gain feedback. Read More »