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DIGITAL
MARKETING
TRAINING
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6 most important focus areas
for a B2B Digital Marketeer to
get the Buyer’s attention
Search Engine Optimisation
SEM - PPC
Google Display Networks
Content Marketing
Email Marketing
LinkedIn

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1. SEO (Search Engine Optimization)

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• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Importance of SEO
• Ranking factors
• Basic tips for optimization
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• What is a SEARCH ENGINE?
• Definition: An internet-based tool that searches an index of
documents for a particular term, phrase or text specified by the user.
Commonly used to refer to large web-based search engines that
search through billions of pages on the internet.
• Common Characteristics:
• Spider, Indexer, Database,Algorithm
• Find matching documents and display them according to relevance
• Frequent updates to documents searched and ranking algorithm
• Strive to produce “better”, more relevant results than competitors
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• Popular Search Engines
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Search Engine Statistics on Desktop
Google – 72.48%
Bing – 10.39%
Yahoo – 7.78%
Baidu – 7.14%
Baidu – 7.14%
Ask – 0.22%
AOL – 0.15%
Excite – 0.01%
Other – 1.82%
Search Engine Statistics on mobile devices
Google – 94.90%
Yahoo – 2.98%
Bing – 1.14%
Baidu – 0.20%
Ask – 0.04%
AOL – 0.01%
Other – 0.72%
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Search Engines statistics based on usage

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• Why SEO is important for website / business?
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How people reach on our website

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• SEO = Search Engine Optimization
– Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search
engine rankings for targeted search terms.
– Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword
search terms as a means of increasing the relevant traffic to a given website.
– Refers to an individual or company that optimizes websites for its client. Has a number of related meanings, and
usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings
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What is Search Engine Optimization?

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• Reverse engineering, research and experiments gives SEOs (search engine optimization
professionals) a “pretty good” idea of the major factors and approximate weight assignments
• The SEO algorithm is constantly changed, tweaked & updated
• Websites and documents being searched are also constantly changing
• Varies by Search Engine – some give more weight to on-page factors, some to link popularity
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What is a SEO Algorithm?

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Hummingbird key features
1. Relatively harmless to "Low
ranking/authority" websites.
2. Very Helpful with quick information
SERPs.(Search Engine Results Page)
3. Biggest update since 2001.
4. Advanced knowledge graph.
5. Semantic search rather than keyword
search.
6. Caters to mobile users.
How to discover Hummingbird search
algorithm in its natural habitat
1. Shift your focus from keyword search to
user-intent search - Keywords query to
voice command.
2. Include more entrance pages to your
website with blogs or other creative
opportunities.
3. Create helpful content aimed toward mobile
users that easily answers questions.
4. Worry less about branded links,
Hummingbird responds better to quality
content.
5. Claim authorship of your content
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Google Hummingbird Search Engine

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• Research desirable keywords and search phrases
• Identify search phrases to target (should be relevant to business/market,
obtainable and profitable)
• “Clean” and optimize a website’s HTML code for appropriate keyword
density, title tag optimization, internal linking structure, headings and
subheadings, etc.
• Help in writing copy to appeal to both search engines and actual website
visitors
• Study competitors (competing websites)
• Implement a quality link building campaign
• Add Quality content
• Constant monitoring of rankings for targeted search terms
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Steps to developing a good SEO strategy

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On – Page factors
• On page optimization is the process by
which various elements on an individual
web page are structured so that the web
page can be found by the search engines
for specific keyword(s) or keyword phrases.
• On page optimization will not guarantee any
top rating within a search engine, only off
page optimization can offer that guarantee.
However, off page optimization is far more
effective WHEN on page optimization is in
place.
Off – Page factors
Off page Optimization is optimization done off
the Page, like getting relevant links from other
sites, link exchange with quality relevant sites,
choosing relevant anchor text from the perfect
location on the different pages of different sites
etc.
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Website ranking factors

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On – Page factors
• Title Tag
• Meta Keywords
• Meta Description
• Robots file
• Header
• Alt text
• Alt Image Tag
• Content of Web Page
• Keyword Density
• Optimized URL Structure
• Anchor Text
• Interlinking
• Breadcrumb
• Navigation structure
• Site Map
• Google Site Map
Off – Page factors
• Link popularity
• Anchor text
• Page Rank
• Back links
• Bookmarking
• Forums
• Blogs
• Social network
• Articles
• Press Releases
• Participate in Answer site
• Video submission
• Image sharing
• Directories
• Traffic
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List of On – Page and Off – Page factors

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• Tips to Integrate Keywords withinWeb
copy
• Use Keywords at the top of the web
page, within your selectable text
• Try to start paragraphs and lines with
main keywords
• Use keywords in headings and sub
headings
• Top 2,000 characters are the most
important characters of every page
• Use keywords as hyper or anchor links 20
Web Content - Why Content is King?

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2. Search Engine Marketing
(Pay Per Click Marketing)

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Stop Thinking PPC,
Start Thinking Consumer-Initiated
Marketing
And since B2B buyers can be searching for your
services/products at any point of time, it is advised to have an
Always On Search Engine Marketing Campaign.

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Why Is PPC (SEM) Important?
i. No minimum buy
ii. Easy and fast creation
iii. Almost immediate implementation
iv. Pay only for clicks
v. Bid for placement
vi. Set maximum cost per day

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Why Is PPC (SEM) Important?
SEM allows us to run very niche targeted campaigns tailor-made for specific product offerings:
1. Keyword Targeting
i. Broad Match
ii. Phrase Match
iii. Exact Match
iv. Negative Match
2. Location Targeting
i. Country
ii. State
iii. District/City
3. Language Targeting
i. English
ii. Hindi
iii. International Languages
4. Device Targeting
i. Desktop
ii. Mobile

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Have you ever wondered…
Your Ad
Competitor Ad

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Google Ad Extensions
1. Click-To-Call Extension
2. Location Extension
3. Review Extension
4. Site Link Extension

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Google Ad Extensions
Beta Testing Phase - Text Extension

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A successful SEM campaign is not about
Cost per Click but about
Cost Per Conversion

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3. Google Display Networks (GDN)

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WHAT IS GOOGLE DISPLAY NETWORK (GDN) ?
• The Google Display Network makes it possible for you to show your ads on websites, mobile apps, and video
that partner with Google -- using a variety of ad formats like text, image ads, and more.
• Google’s Display Network reaches 92% of all internet users across over 2 million websites and gives
marketers the opportunity to reach prospects at every stage of the sales funnel.
• Display advertising lets you
• Create all types of ads - text, image, interactive and video ads.
• Place those ads on websites that are relevant to what you’re selling.
• Show those ads to the people that are likely to be most interested.
• Manage and track your budget, campaigns and results as you go.
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DIFFERENT GOOGLE DISPLAY AD FORMATS.
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DISPLAY ADVERTISING OFFERS MULTIPLE TARGETING OPTIONS
• Keyword/ContextualTargeting: Contextual targeted is based on matching appropriate sites that participate in the
display network to keywords that you have chosen to bid on, based on the products or services you provide.
• Demographics: Depending on the product or service you sell, targeting your ads based on Demographics is can very
helpful.
• Topics:Topic targeting is a great way to expand your reach and find NEW customers.Topic targeting allows your ads to
show on other sites that are related to your product or service.These are preset sites that Google has compiled and
put in to categories for easy targeting.
• Interests: UnlikeTopic targeting, Interest categories are based on users’ usage.These users have shown Interestin a
product or service closely related to yours.Whether they are pet lovers or interested in purchasing a car, there is likely
an Interest category that aligns with your goals.
• Placements: In the Placements tab you can choose specific sites that you know you want to add to your display
campaigns.
• Remarketing: Finally there is Remarketing – arguably the most effective targeting option on the GDN. Remarketing is
a great way to ‘remind’ users that have visited your site to come back and enjoy your products or services.
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4. Content Marketing

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WHY CONTENT MARKETING
FOR

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Which Content Do Buyers Prefer?

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BEFORE WE MOVE TO CONTENT
MARKETING.
LET’S UNDERSTAND THE
SALES CYCLE
AND DEFINE PAIN POINTS

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WHY
SALES CYCLE?
3. Content Marketing

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As we have to
“Map Content Throughout the Buyer’s Journey”
3. Content Marketing

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3. Content Marketing

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• Buyers download an average of seven informational assets during the purchase process. (Source: IDG
Enterprise)
• The higher the price of the solution being considered, the more assets buyers consume on the path to
purchase. (Source: 2015TechTarget Media Consumption Report)
• CEB (Corporate Executive Board) study of more than 1,400 B2B customers found that those customers
completed, on average, nearly 60% of a typical purchasing decision – researching solutions, ranking options,
setting requirements, benchmarking pricing, and so on – before even having a conversation with a supplier.
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Buyers now control the Research Process
3. Content Marketing

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Customer sends enquiry
for quote
ATE sales responds with
generic questions to
check the requirement
Customer responds to
the generic questions
ATE sales sends
technical feasibility
proposal.
Customer responds to
those questions and also
shares AutoCAD design
of the facility
ATE sends list of 20
questions to understand
the problem and request
for design map of facility
Client approves it and
requests for formal
quote
ATE sends the quote
Negotiations and
approval
Overview of Salescycle

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This is what usually
happens…

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Customer sends
enquiry for quote
ATE responds with
generic questions to
check the
requirement with
catalogue
No response from
client for 10 to 15
days
Frantic calls to client
from ATE sales team
Client gives verbal
response, as unable to
understand the
product
ATE sales person tries
to explain the product
But due to not
enough application
notes or customer
testimonials, ends up
in meeting
Client gives feedback
to ATE sales person
ATE sales sends
technical feasibility
proposal.
Client responds to
those questions and
also shares AutoCAD
design of the facility
Client approves it and
requests for formal
quote
ATE sends the quote
Negotiations and
approval
And can become more complicated

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Customer sends enquiry for
quote
ATE sales responds with
generic questions to check
the requirement
Customer responds to the
generic questions
ATE sales sends technical
feasibility proposal.
Customer responds to
those questions and also
shares AutoCAD design of
the facility
ATE sends list of 20
questions to understand the
problem and request for
design map of facility
Client approves it and
requests for formal quote
ATE sends the quote Negotiations and approval
Most often the customer has already done 70% research
about the company and it’s products, while the company is
not aware of this.

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Our
Approach to

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Engage with target audience
Lead Generation
Brand / Product awareness
Generating database of prospective leads
Define the end result / expectations

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Types of content
Video
Product
demo
Troubleshoot
Customer
Testimonials
Corporate
AV
Case study
Textual
Whitepapers
Customer
Testimonials
EBooks
Research
reports
Maintenance
manuals
Blogs
Newsletter
Images
Product pics
Customer
pics
Graphic
Infographic

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• Need to plan content calendar like a dinner menu. It needs to include all the food groups
like…
• A healthy serving of meaty posts (research and analysis)
• A side of vegetables (thought leadership articles)
• A serving of whole grains (how-to and influencer posts)
• A condiment or two to spice things up (bold statements)
• A sweet dessert (light-hearted, viral-worthy content)
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Types of content mix

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BIGROCKCONTENT
A healthy serving of meaty posts
(research and analysis)
A condiment or two to spice things up
(bold statements)
A sweet dessert (light-hearted, viral-
worthy content)
A side of vegetables (thought leadership
articles)
A serving of whole grains (how-to and
influencer posts)
Content Consumption Funnel

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Awareness
Social Media
Blog Posts
Infographics
Video
Consideration
White
Papers
Website
Web-based
Events
Purchase
Website
Case Studies
Research
Reports
Video
Loyalty
Newsletter
Social Media
Email
Mobile
Web-based
Events
Advocacy
Social Media
Blog Posts
Videos
Content for Different Stages of Buying Cycle

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1. Start with end results?
Content is not merely for consumption. It is for action. Your content should have an
intent — the goal of moving the user to action.
2. Who are we talking to?
Buyer Personas - What you need to do is clearly understand the ideal end user their
interests, their locations, their habits, and their behaviors that touch upon using your
product.
3. What is my audience searching for?
Your goal as a content marketer is to understand that intent and to have your content
appear in the search results for the specific queries, depending on that intent.
How to Create This Content?

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4. Where is my audience?
Identify the online spaces which your audience frequently visit.
5. What is the best format for my content?
The answer to this question goes back to your audience’s needs, gathering places, and
desires.
6. How frequently should I reach them?
The need is to create a content marketing calendar. This will also give you an idea of
how content pieces need to be created and in what format.
How to Create This Content?

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The top five types of content that Indians share on social networks include themes such
as
• Inspiration/Quotes
• Humour/Memes
• Personal
• Updates
• Trending News
What Indians consume and share

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Here are three examples of how top brands are sharing content on LinkedIn
* From Linkedin ebook on B2B content marketing

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A Big Rock Pebbles
Content creation tip

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This is a substantial content asset (think 15, 20, 30 or more pages). We need to move
from thinking like a publisher to actually publishing like one by putting out a “book” on
your topic.
• Reverse engineer the Big Rock by pulling from your blog.
• Identify five or more blog posts that follow a theme, put them in a sequence, write an
intro, conclusion, 1 or 2 case study, add some influencer interviews and quotes,
design the cover and done
Big Rock is perfect for chunking into smaller derivative content assets.
Create BIG – ROCK Content
* From Linkedin ebook on B2B content marketing

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• A picture being worth a thousand words continues to hold true in the digital world.
• Even in a business context, articles containing images get 94% more views.
• Posts with videos attract three times more inbound links and posts with images are
liked twice as often as text-only updates.
• Use infographics and colourful charts to call out important statistics
Importance of visual element for B2B

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5. Email Marketing

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Marketing Prediction for 2016
“Email Marketing Will Experience A Second Coming Of
Age In 2016”

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Do’s & Don’ts of Email Marketing

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Do’s & Don’ts of Email Marketing

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Do’s & Don’ts of Email Marketing

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Do’s & Don’ts of Email Marketing

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Emailer Campaign Metrics
Emailer Marketing is like a science,
you need to keep on fine tuning it till you get the desired results.
Campaign Metrics
1. Open Rate: The percentage of email recipients who opened the email
2. Click-Through Rate: The percentage of email recipients who clicked on one or
more links contained in a given email.
3. Conversion Rate: The percentage of email recipients who clicked on a link within an
email and completed a desired action, like filling a lead form.
4. Bounce Rate: The percentage of your total emails sent that could not be successfully
delivered to the recipient's inbox.

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Email 'Type'
Customer Lifecycle Segmentation (SAMPLE)
Prospects Nursery Development Lapsing Lapsed
Lifecycle
P2C
programme
Nursery
programme
Spot the
winners
Prevent Lapsing
programme
Lapsed
programme
Behavioural Triggered by customer behavior (max 1 email per week for each programme)
Newsletter Sent wk 1 each month to all contacts with personalised content
Feature Email Sent wk 2 each month to all contacts
Offers and Deals Sent wk 3 each month to all contacts
New Product
Introduction
Sent wk 4 each month to all contacts
Emailer Marketing Plan
Emailer Marketing is not a one off activity. There needs to be a sustained, well-defined
emailer program to gauge the effectiveness of the channel.

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6. LinkedIn

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6 Things every B2B company should be
doing on Linkedin

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1. LinkedIn Profiles
• Start with a good picture. People like visuals on your profile and your professional photo is
the most important one.
• People outside your network can’t see your contact details so make sure to put them in
your summary.
• Keep your profile active by sharing interesting professional content, either curated or
company content.
• Experience – Don’t be afraid to use detail
• Projects – Uses this as your portfolio showcase with all the relevant links.
• Look for Recommendations based on your skills
• Join Groups
• Make Connections – Linkedin is all about networking

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2. Company Page
• Be thorough, and use all of the tools you have
available to you
• Treat your LinkedIn page as a marketing
vehicle
• Ask your employees to follow the page
• Tell People About Your Page

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3. Showcase Page
Create showcase pages for your specific
products or services. You can also create these
pages on the basis of geographies if you want
to give out tailor-made content.

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4. Groups
• Join existing groups which are relevant to your
company
• Create Groups around your Business Offering
eg. IOT Professionals

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5. Connections
LinkedIn is all about networking, simply reachout to professionals you want to connect with.

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Sponsored
Content
Text Ads
6. LinkedIn Ads – Self Serve
Precision B2B targeting
• By job title and function
• By industry and company size
• By seniority

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Case Studies
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Digital Media to drive sales for
a real estate property i.e.
Promont
As Social Media continues to grow in India, one the key
avenues for growth for a brand includes targeting using
advertising options on various channels
• Promont is a luxury property where each home is
worth Rs. 2.5 Crore and to market this property we
used Facebook Advertising
• 60+ qualified leads and 1 purchase made in a 1 month
campaign

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INTRODUCTION
• ShipServ is a leading e-marketplace in the maritime industry providing a portfolio of software, services and hosted
applications designed to enable efficient global shipping. Their core product TradeNet, an e-commerce platform
connecting industry buyers and suppliers. Currently ShipServ serves 150 shipping companies managing 5,000 ships and
approximately 30,000 suppliers. In 2008 the company turned to the social web to help them through several marketing
challenges:
– Image of being an impersonal software company.
– Limited marketing budget and employee resources
– Increase awareness of using eCommerce as a shipping solution — a big change for traditional customers
– Customer base not early technology adopters. A survey showed 65% regarded the social web as a “distracting
waste of time”

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STRATEGY
• The company began with research to find out where customers were receiving their information, their participation in the
social web, information needs and the current “state of the conversation” for the ShipServ brand.
• Key discoveries included that there were very few online communities for their industry and that the mention of their
brand was rare.
• Despite the fact that their historical customer base largely did not use the social web, they saw an opportunity to seize
the lead and become a thought leader in their marketplace.
• ShipServ partnered with an outside marketing firm and their CRM vendor to create an integrated social media plan that
focused on leading the creation of an online community, developing outstanding content and using social media channels
to drive new sales leads through their website.

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ACTIONS
• Conducted research to determine customer information needs and keyword themes.
• Revamped website to be more customer and content driven — New design was more easy-going and personal. Developed custom
landing pages for groups of keywords used to find the company and specific calls to action based on individual customer needs.
• Created a blog that frequently featured their customers.They also used the blog as a way to establish conversations in the industry.
• Developed quarterly content plan based on themes established from research. Content was leveraged and re-purposed in various
ways across all the social media sites.
• Promoted original content through variety of social media channels, which were used as “beacons” to drive traffic back to the main
website.
• A series of valuable white papers (like 10 Essentials of Online Marketing in the Shipping Industry) were created and promoted
through the social channels, website and newsletter, resulting in 1,000 downloads in seven months.
• Search engine optimization campaign, including keyword content planning.

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RESULTS• Website
– Website visitors increased by 59 %
– Pageviews increased by 70 %
– Average time on site increased by 25 %
– Generated over 1,000 downloads of a white paper
• Community
– 378 members in the ShipServ Maritime Network group on LinkedIn
– 300 visitors to the blog
– Over 600 views of the company videos
– LinkedIn andTwitter have gone from zero to the top 20 traffic sources
• Business statistics
– Increased contact-to-lead (landing page contact) conversion by 150%
– Increased lead-to-opportunity conversion by 50%
– Decreased campaign management costs by 80%
– Increased the number of sales-ready leads by 400%
– Measurable increase in brand awareness

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90

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INTRODUCTION
• Fisher Tank, founded in 1948, is one of the
leading full-service welded tank fabricators and
constructors in the United States.
•
The company’s services include:
– Pre-construction of tanks
– Engineering & Design of tanks
– Fabrication of tanks
– Blasting & Coatings of tanks
– Field Construction of tanks
– Repairs & Modifications of tanks
They serve industries like ethanol/bio diesel,
industrial, municipal, refining, pulp & paper, water
& waste treatment, etc.

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PROBLEM
• Fisher Tank produces highly specialized products that are very expensive.Their sales cycle is long – from 12 months
to several years and the projects run into millions of dollars.They get projects by cold calling, word of mouth referrals
and repeat customers.They needed a way to grow their business.

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SOLUTION
• The first step that was taken to help FisherTank was to change the website design.The old website looked
like this:

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– There were no social media links
– No calls to action (to download free resources of interest and value to prospects)
– No blog with social sharing abilities
– Little or No keyword optimization etc.
Below is the redesigned website:
Contents (expert advice/tips/industry news) are written and posted regularly on the website. They are educative
and interesting contents using long tail keywords with rich pictures to get Fisher Tank found on the search engine.

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RESULTS
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Just like Fisher Tank, you can :
1. Improve your website’s navigation
2. Add social media channels
3. Create a blog with educational content that
will inform your audience
4. Create free resources (guides/reports/e-
books) to generate leads and sales
5. Include a blog round up on weekly or
monthly basis.
Takeaways

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Thank You!