B2B Digital Marketing: Using the Web to Market Directly to Businesses

Description

• Copyright 2012
• Dimensions: 6" x 9"
• Pages: 368
• Edition: 1st

• eBook (Watermarked)
• ISBN-10: 0-13-281162-6
• ISBN-13: 978-0-13-281162-0

The only 100% B2B-focused guide to high-profit, low-cost digital marketing!

Finally, there’s a comprehensive guide to digital marketingspecifically for B2B companies. InB2B Digital Marketing,Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market any product or service toyourtarget companies. You’ll start with planning, discovering how to choose your best platforms and strategies for customer acquisition, sales conversion, and retention. Next, master crucial execution skills for web, search, social, and mobile marketing, online advertising, email, blogs, YouTube, online PR, and more. Finally, discover exactly how to measure your effectiveness, refocus based on what you learn, and prepare for the newest developments in B2B digital marketing. Whether you’re a B2B marketer, product manager, sales professional, PR specialist, manager, or entrepreneur, this book will help you use new low-cost techniques to build stronger relationships, close more sales, and earn higher profits—starting today!

You’ll Learn How To:

• Define realistic, measurable goals for your B2B digital marketing initiative

• Segment your audience and identify the best digital platforms and vehicles for connecting with them

• Systematically address the entire B2B buying continuum: reach, acquisition, conversion, retention, and loyalty

• Create a flexible, actionable B2B digital marketing plan

• Design a website that helps B2B buyers quickly find exactly what they need

• Optimize your site for today’s search engines and today’s customers

• Use tailored, targeted email to reach more customers and prospects at lower cost

• Craft online advertising to reinforce organic search, support promotions, and attract web seminar participants

• Drive real value from Facebook, LinkedIn, Google+, and Twitter

• Effectively utilize blogs, podcasts, and streaming media

MICHAEL MILLERhas written more than 100 nonfiction books, includingThe Ultimate Web Marketing Guide;Using Google® AdWords and AdSense;Using Google® Search;The Complete Idiot’s Guide to Search Engine Optimization;Sams Teach Yourself Google Analytics in 10 Minutes; andFacebook for Grown-Ups. Miller’s books have sold more than one million copies worldwide. He has established a reputation for clearly explaining technical subjects to non-technical readers, and offering exceptionally useful real-world advice on complex topics. More information can be found at his website, www.molehillgroup.com.

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Sample Content

Table of Contents

Introduction 1

I PLANNING

1 Understanding Digital Marketing 5

What Is Digital Marketing? .............................................................................6

Why Digital Marketing Matters for B2B ................................................6

Digital Marketing Keeps You Competitive ...................................7

Digital Marketing Is Becoming More Prevalent.........................8

Digital Marketing Improves Customer Relationships .....................................9

Digital Marketing: A 21st Century Imperative ...........................9

Getting to Know the Components of Digital Marketing ............................10

Website Marketing .....................................................................................10

Search Engine Marketing .......................................................................11

Online Advertising .....................................................................................12

Email Marketing ..........................................................................................13

Blog Marketing .............................................................................................14

Social Media Marketing ..........................................................................15

Audio, Video, and Interactive Marketing....................................16

Public Relations............................................................................................17

Mobile Marketing .......................................................................................18

Migrating from Traditional Channels to Digital Channels .............................19

Migrating from Cold Calling to Search Engine Marketing ...................................19

Migrating from Literature to Websites .........................................20

Migrating from Trade Advertising to Web Advertising ..........................20

Migrating from Direct Mail to Email .............................................20

Migrating from Newsletters and Phone Calls to Social Media ................21

Migrating from Trade Magazine PR to Blog PR .....................21

Migrating from Live Events to Webinars ....................................21

How B2B Companies Can Use Digital Marketing ........................22

Precision, Scale, and Marketability ..................................................22

Understanding the Digital Marketing Process Flow .....................................22

Choosing the Right Digital Marketing Tools ............................23

2 Segmenting Your Audience 27

Why Audience Segmentation Is Important .......................................28

How to Segment Your Audience ..............................................................30

Breakdown and Build-Up Segmentation .....................................30

A Priori and Post Hoc Segmentation .............................................31

Common B2B Market Segments ..............................................................32

Hierarchy of Characteristics ................................................................32

Organizational Characteristics ...........................................................33

Purchasing Characteristics ....................................................................34

How Different Segments Use Digital Media .....................................35

Digital Media by Organizational Characteristics ..........................35

Digital Media by Purchasing Characteristics ............................36

3 Planning for Reach 39

理解B2B购买连续 .....................................40

Reaching Out to New Customers .............................................................41

How Do You Reach New Customers? ...........................................41

Marketing for Reach .................................................................................43

Using Digital Media to Reach New Customers ...............................43

Search Engine Marketing .......................................................................44

PPC Advertising ..........................................................................................45

Display Advertising ...................................................................................46

Blog Marketing .............................................................................................46

Online PR.........................................................................................................47

Mobile Marketing .......................................................................................47

Which Digital Media Are Less Suited for Reach? .........................48

Email Marketing ..........................................................................................48

Multimedia Marketing.............................................................................49

Social Media Marketing ..........................................................................50

Website Marketing .....................................................................................51

4 Planning for Customer Acquisition 53

Understanding the Customer Acquisition Process .......................54

Traditional Marketing for Customer Acquisition .........................55

Using Digital Media to Acquire New Customers ..........................55

Website Marketing .....................................................................................56

Blog Marketing .............................................................................................59

Multimedia Marketing.............................................................................59

Email Marketing ..........................................................................................60

Mobile Marketing .......................................................................................61

Which Digital Media Are Less Suited for Acquisition? .........................................61

Search Engine Marketing .......................................................................62

PPC and Display Advertising ..............................................................62

Online PR.........................................................................................................62

Social Media Marketing ..........................................................................62

5 Planning for Sales Conversion 63

Understanding Conversion ..................................64

Converting Customers, the Traditional Way ...................................66

Using Digital Media to Convert Customers ......................................66

Converting from Your Website .........................................................67

Converting via Email ................................................................................69

Which Digital Media Are Less Suited for Conversion? ............................70

6 Planning for Customer Retention 73

Understanding Customer Retention ......................................................74

Retaining Customers, the Old-Fashioned Way ...............................75

Using Digital Media to Retain Your Customers .............................76

Providing Ongoing Customer Service and Support .........................76

Encouraging Repeat Orders .................................................................77

Announcing New Products and Services .....................................77

Reinforcing the Customer Relationship .......................................78

Choosing the Right Digital Media for Customer Retention ...................................79

Website Marketing .....................................................................................80

Blog Marketing .............................................................................................81

Email Marketing ..........................................................................................81

Multimedia Marketing.............................................................................82

Social Media Marketing ..........................................................................82

Mobile Marketing .......................................................................................83

Which Digital Media Are Less Likely for Customer Retention? ...................83

7 Planning for Customer Loyalty 85

Understanding Customer Loyalty............................................................86

Encouraging Customer Loyalty, the Old School Way .....................................87

使用数字媒体鼓励顾客忠诚度...............................87

Social Media Marketing ..........................................................................88

Email Marketing ..........................................................................................89

什么数字媒体不太可能忠诚裁判errals? ..........................90

8 Creating a B2B Digital Marketing Plan 91

Why You Need a Digital Marketing Plan ...........................................92

Understanding the Elements of a Digital Marketing Plan ..................................93

Executive Summary ...................................................................................93

Mission ..............................................................................................................94

Situational Analysis ...................................................................................94

Opportunities and Issues .......................................................................95

Goals and Objectives ................................................................................95

Marketing Strategy .....................................................................................96

Action Plan .....................................................................................................97

Budget ................................................................................................................98

Writing Your Marketing Plan ....................................................................98

Putting the Plan into Practice .....................................................................99

II EXECUTION

9 B2B Website Marketing 101

Why Your Website Is Important ........................................................... 102

Designing Your Website for B2B .......................................................... 103

Keeping It Simple..................................................................................... 103

Minimizing Technology—and Design ....................................... 104

Providing the Right Content ............................................................ 105

Keeping the Content Simple—and Accessible ...................... 106

Putting Content on the Page ............................................................ 106

Providing Content for Search Engines ....................................... 107

Providing Easy Navigation ................................................................. 108

Considering the Look and Feel of Your Site ........................... 110

Creating Unique Landing Pages ..................................................... 111

Choosing the Right Content and Features ............................... 112

Designing Your Website for Acquisition ......................................... 113

Organization and Navigation ........................................................... 113

Content and Collateral ......................................................................... 114

Access for Everyone? ............................................................................. 116

Asking for More ....................................................................................... 117

Designing Your Website for Conversion ......................................... 117

Is Online Conversion for You? ....................................................... 118

Designing for E-Commerce .............................................................. 118

Providing Customer Service ............................................................. 119

Designing Your Website for Retention ............................................. 119

Providing Support ................................................................................... 120

Providing Additional Information ................................................ 121

Providing Community .......................................................................... 121

10 B2B Search Engine Marketing 123

Why Search Engine Marketing Is Important ................................. 124

Understanding Search Engine Optimization ................................. 125

Understanding Web Search ...................................................................... 126

How a Typical Search Works ........................................................... 126

How a Search Site Builds Its Database—And Assembles Its Index ................... 127

Examining the Major Search Engines ................................................ 128

What Search Engines Look For .............................................................. 130

Keywords ....................................................................................................... 131

HTML Tags ................................................................................................. 132

Inbound Links ............................................................................................ 133

Optimizing Your Site’s Content ............................................................. 133

What Is Quality Content? ................................................................... 133

Why Does Quality Content Matter? ............................................ 134

Writing Engaging Copy ....................................................................... 134

制作seo友好的内容 ...................................................... 135

Optimizing Your Site’s Keywords ......................................................... 136

Performing Keyword Research ....................................................... 136

Fine-Tuning Keywords for B2B ...................................................... 137

Determining the Right Keyword Density ................................. 138

Writing Keyword-Oriented Copy ................................................. 138

Optimizing Your Site’s HTML Tags ................................................... 140