Complete B2b Online Marketing

, by Leake, William; Vaccarello, Lauren; Ginty, Maura

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ISBN: 9781118147849 | 1118147847
Cover: Paperback
Copyright: 8/7/2012

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Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Introduction	p. xxi
Understanding B2B Online Marketing	p. 1
Why Online?	p. 2
Your Current Marketing Mix	p. 3
Assessing the Value Proposition of Online	p. 4
B2B Is Different	p. 5
Building B2B Confidence	p. 5
Developing Individual Relationships with Decision Makers	p. 8
Mitigating the Decline of Brand Loyalty	p. 8
Developing Your Strategy	p. 11
How Online Marketing Can Solve Your Organization's Pain Points	p. 11
Supercharging Content and Messaging with Online	p. 12
How Online Reflects the Funnel: Objectives and Measurement	p. 13
Building a B2B Brand Online	p. 17
Understanding Online and Using Digital to Build a Brand	p. 18
Business-to-Business Brand Building vs. Business-to-Consumer Brand Building	p. 18
Using Online to Build Trust	p. 19
Tactical Guide to B2B Branding Online	p. 21
Online Impact on the Marketing and Sales Funnel	p. 21
Who Are Your Customers and Why Do They Buy?	p. 25
Building a Website Based on Your Brand	p. 26
Using Search, Display, Social, and Retargeting to Build Your Brand	p. 27
Go Identify Your Audience	p. 29
Defining Audience Segments	p. 30
Identifying and Solving the B2B Pain Points for Each Segment	p. 30
Setting Up Objectives and Measurement	p. 31
Determining Your Content Strategy	p. 32
Mapping Your Audience	p. 32
When to Create and When to Kill Content	p. 34
Choosing the Most Helpful Distribution Channels	p. 34
Search Engine Optimization: Outranking Your Competitors	p. 37
What Is SEO?	p. 38
Trends in Algorithms	p. 38
Making Search Personal	p. 39
The Wagging Tail of Keywords	p. 41
Researching Keywords	p. 42
Writing with Keywords	p. 44
Keywords Where You Almost Forgot to Put Them	p. 46
Monitoring Keyword Performance	p. 47
Squeezing the Juice Out of Links	p. 48
Developing Links for Better Ranking	p. 51
Designing for Optimal Results	p. 52
Getting Rich Media to Work for You	p. 52
Mapping Your Site	p. 53
Using Paid Online Media in the B2B Marketplace	p. 57
Search Engine Marketing	p. 58
The Basics of Paid Search Marketing	p. 58
B2B Strategies for Paid Search	p. 62
Paid Search as Awareness	p. 62
Building a Paid Search Strategy to Generate Demand	p. 65
Display Advertising for B2B	p. 69
Display Advertising to Drive Awareness	p. 70
Display Awareness Metrics	p. 71
Display Advertising for Demand Generation	p. 72
The ROI of Display	p. 73
Social Media Advertising	p. 74
Promoting with Twitter	p. 74
Facebook Advertising	p. 76
Search and Social Media for Online PR	p. 81
Overview of Traditional B2B PR	p. 82
The Traditional Press Kit	p. 82
News Clipping Service	p. 82
Tracking Analyst Relations	p. 83
How Online PR Is Different	p. 84
Understanding the SEO Press Release	p. 84
Reaching Out to Bloggers	p. 86
Social Media Influence	p. 87
Three B2B Online PR Case Studies	p. 90
Rutgers Center for Management Development	p. 91
SES Conference & Expo	p. 92
Piper Aircraft	p. 94
Social Media	p. 101
Social Media Listening	p. 102
Look Who's Talking	p. 103
Where Your Customers Talk	p. 103
Setting Up Listening	p. 104
Feedback Loops: Product, Marketing, and Strategy	p. 106
Exploiting Your Resources	p. 108
Capacity Planning	p. 109
Organization and Ownership	p. 110
Training and References	p. 112
Social Engagement	p. 115
When to Let Comments Go	p. 115
Keeping Pace with Velocity	p. 116
The Value of Social Brand	p. 117
Fortifying Your Customer Advocates	p. 118
Optimizing with Metrics	p. 121
Aligning Analytics with the Goals of Your Site	p. 122
The Basics of Analyzing Metrics	p. 122
Distinguishing the Right Measures	p. 123
Understanding Your Traffic	p. 124
Key Performance Indicators and Other Meaningful Reports	p. 125
Wash, Rinse, and Repeat to Improve Your Site	p. 126
Checking the Numbers	p. 127
Identifying Traffic Problems	p. 129
Conversion Problems	p. 131
Testing for Ongoing Optimization	p. 133
Should It Stay or Should It Go?	p. 135
When to Overhaul and When to Kill	p. 135
Social Media Metrics	p. 136
Creating Strong Paid Ads for Social	p. 137
Growing Social Through Earned, Organic Search	p. 138
Conversion Rate Optimization and Usability	p. 141
Web Usability and CRO: Similarities and Differences	p. 142
Where to Start: Stages for Usability and CRO	p. 142
Balancing the Call to Action	p. 143
Business Maturity: The Litmus Test for Usability or CRO as a Starting Point	p. 145
CRO Basics: Assessing Opportunity	p. 146
Key B2B Conversions	p. 149
Early Stage: Engagement	p. 149
Midstage: Microconversions	p. 150
Late Stage: Form and Trial Conversions	p. 151
Knowing When Not to Test	p. 152
Getting Started with Usability Practices	p. 152
Understanding and Developing Personas	p. 153
Alerts to Usability Problems	p. 155
Building Blocks for Usability	p. 156
Orienting with Cues and Copy	p. 156
Scanning: Or, What's at Stake	p. 158
Integrating Online with Offline Marketing	p. 159
Can Events and Online Marketing Ever Join Forces?	p. 160
Using Online Marketing to Drive Event Registration	p. 160
Getting the Most Out of Event Participation	p. 168
Using Online Marketing to Track, Measure, and Understand Traditional Marketing	p. 174
Direct Mail	p. 174
Print and Traditional Advertising	p. 179
Managing Your Leads: Automation and Nurturing	p. 181
Basics of Marketing Automation	p. 182
Effectively Using Segmentation	p. 182
Lead Nurturing	p. 183
The Who: Finding the Right Audience Through Lead Scoring	p. 186
The What: Creating the Right Content	p. 188
When It's 1:1 and When It's 1:Many	p. 189
Basics of B2B Email Marketing	p. 198
Email Best Practices	p. 198
Getting the Most Out of Your Emails	p. 199
Cleaning Your Lists to Ensure Quality Leads	p. 200
Segmenting Email for Better Response	p. 201
Integrating Marketing with CRM	p. 203
Understanding Your CRM	p. 204
What Is a CRM Integration, and Why Is It Important?	p. 204
Types of Data Integration	p. 205
Integrating CRM with Search	p. 205
Marketing Automation and CRM	p. 208
Clean Data Integration	p. 210
Integrating Social Media with CRM	p. 212
Integrating Web Analytics with CRM	p. 213
Call Tracking and Data Integration	p. 214
Must-Have CRM Metrics	p. 215
Web Lead to Closed Deal	p. 215
Social Impact	p. 216
The Overall Marketing Mix	p. 217
Marketing Mix Framework	p. 218
The State of the (Marketing) Union	p. 219
Digital vs. Traditional Investments	p. 220
What Mix Is Most Effective?	p. 221
Analyzing Returns	p. 223
Forecasting	p. 223
Correcting	p. 225
Sometimes You Can't Predict the Future	p. 227
Integrating New Forms of Marketing into the Mix	p. 232
Glossary	p. 241
Index	p. 247
Table of Contents provided by Ingram. All Rights Reserved.

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Complete B2b Online Marketing

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