A consolidated eye opener on why and how to use your digital assets for promoting your B2B brand.

1. Foremost is
identifying what
we want to
achieve.
LET ' S DIVE
THINK DIGITAL
1 2 3 4
FOLLOWERS
XXXXX
How do we build
reach to achieve
our desired Goal?
What content to
be used to build
interest?
Do we have enough
tracking methods to
measure growth?
Goal Strategy Content Growth Tracking
B2B
w
eb
traffic
1.60%
conversion
1.65%direct
visit
82%
social
leads from
twitter

2. Over one-third of CMOs
believe that digital will
account for 75% of
marketing spend in the next
five years (Source: AdWeek)
93% of shoppers’
buying decisions are
influenced by social
media (Source:
Ironpaper)
75 % 93%

3. Client :XYZ
Service B2B

4. Goal from digital media promotion
P - To build a presence in the digital world
T - To build a targeted reach and acquire fans and followers
L -To be able to build a loyal following
E - To engage with the target audience
L - To generate leads
C - To convert leads into customers

5. Strengths: Any Company should Use
The core team of experienced professionals as mentors of a company.
A huge number of years of experience, case studies and stories to relate and refer.
Atleast a few great orators and industry leaders to provide solutions and build loyalty.
Professionals from various industries and departments to understand and cater to client's every
requirement in every segment of a business.
A website that can be converted to a lead generation resource.
HR team to conduct seminars, knowledge share programmes and recruitment boards.
Products with features and USP that can be demonstarted on screen.

6. A few interesting facts
45% of the 7.4 billion world population are internet users (Internet Live
Stats,DigitOsphere)
Google gets 100 billion searches in a month (Mashable, 2015)
There are 1.1 billion websites in the world (Internet Live Stats)
71% of B2B researchers start their research with a generic search. (Google, 2015)
B2B researchers do 12 searches on average prior to engaging on a specific brand's site.
(Google, 2014) (Source: Hupspot)
72% of marketers say relevant content creation was the most effective SEO tactic.
(Ascend2, 2015)

7. This poses a CHALLENGE but a BOON in disguise ...

8. Reaping benefits through ...
Increasing social media reach
Targeted promotion across all social platforms
Effective content marketing
Digital Promotion & Advertisements
Search Engine Marketing
Social media listening tools
Google Aanalytics and Social media Analytics

9. What's the Plan ?
Step 1
Build
Reach
Promote
Website
Build
Loyalty
Get
Leads
&
CONVERT

10. 0 %
30 %
60 %
90 %
g+ Fb Twitter LinkedIn
Number of conversions per social platform
image from business to community
80%of leads generated through social media for B2B come from LinkedIn
50% of B2B users use LinkedIn when making purchase decisions
(Source: Hootsuite)

11. Strategy for LinkedIn
Create a lead generating page that is dependable with clear communication enabling click
through to website.
Build conversion strategies to connect the target audience.
Identify and reach out matching target audience through advance search.
Create updates that is clickable & conversion focused.
Connect, create and communicate in related groups
Try Linkedin premium services for a wider reach

12. Content Strategy
Communication should be such that it is relevant, useful, sticky and generating user interest ...
Blogs on related topic answering queries of target audience.
Infographs that connect the audience and inspire sharing.
Webinars that provide a first hand experience of association.
Image & Gif content which is shareable and has high relevancy.
Videos that serve the purpose of learning, sharing knowledge and going viral.
Offer, documents,pdfs,digital magazines, ideas, strategies for general consumption without a price.
Thumb Rule : 80% of non promotional content and 20% promotional

13. But where is the content?
Content is not always readily available, it needs to be
planned, created and customised based on requirement
of segmented target audience.
Source of quality content
Mentors' Knowledge Share
Case Studies
Market experience
Product Features/USP
Special Offers
Recruitment boards

14. The main lead generation space:
Company website
A website should not be there for just making a presence on the digital space, it should
be generating leads, connected to social platforms and serve a purpose of actively
generating leads.
Create CTA Offer
Content for
consumption
Connect
reach and
share
Use
analytics to
get business
insights
Segment
Leads

15. Lead Generation Resources:
Lead
LinkedIn
Updates
Google Adwords
Website CTA
Facebook &
Twitter Content
LinkedIn
Ads
WebinarsBlogs
Content
Outreach

16. Paid Promotional Tactics
LinkedIn -Text Ad, Display Ad, Sponsored Content Ad, Inmail Ad ,
Join group Ad, Recommendations Ads, Follow company Ad
Targeting & Segmentation :
Account targeting including high end media sites like (CNBC,
Double Click, Business Week), demographics, interests, member
groups

17. Searh Engine Marketing :
Google Adwords Need: Effective keywords with research, specific Adgroups for
each category, ad extensions,landing page experience, bidding research,
conversion optimisation & tracking
Networks to be used : Search , Display and Youtube

18. Targeting & Segmentation in Adwords is
Amazing!
keyword, location, language,device,audience - remarketing
keyword, topic (relevant to your work), placement (relevant to
your customer's choice), audience (retargeting visitors
to company website),location, language, device
Display Ads
Search Ads

19. DigitalMarketing B2B : Scope
Build visibility, reach, brand
Create engaging content
Edit, upload, share, outreach
manage
Create relevant CTA & lead generation tactics
Lead nurturing & retargeting
Convert Leads
Fb, Twitter, LinkedIn
Image, Videos,Gifs, Memes
Pdfs, Slides,Docs,Blogs
Podcast,Webinars
website promo, digital Ads, SEM
Email marketing
Website, Adwords, Social
media Ads

20. Stop procastinating.....let's get going!