B2B Digital Marketing
Que Corporation,U.S. (Verlag)
978-0-7897-4887-4 (ISBN)
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Finally, there’s a comprehensive guide to digital marketing specifically for B2B companies. In B2B Digital Marketing, Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market any product or service to your target 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 MILLER has written more than 100 nonfiction books, including The 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; and Facebook 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.
Michael Miller has written more than 100 nonfiction how-to books over the past 20 years, including The Ultimate Web Marketing Guide, YouTube for Business , Using Google AdWords and AdSense, and The Absolute Beginner’s Guide to Computer Basics , all for Que. His other best-selling online marketing books include The Complete Idiot’s Guide to Search Engine Optimization (Alpha Books), Sams Teach Yourself Google Analytics in 10 Minutes (Sams), and Online Marketing Heroes (Wiley). Mr. Miller has established a reputation for clearly explaining technical topics to nontechnical readers, and for offering useful real-world advice about complicated topics. More information can be found at the author’s website, located at www.molehillgroup.com.
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
Understanding the B2B Buying Continuum .....................................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
Using Digital Media to Encourage Customer Loyalty ...............................87
Social Media Marketing ..........................................................................88
Email Marketing ..........................................................................................89
What Digital Media Are Less Likely for Loyalty Referrals? ..........................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
Crafting SEO-Friendly Content ...................................................... 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
| Erscheint lt. Verlag | 22.3.2012 |
|---|---|
| Sprache | englisch |
| Maße | 157 x 229 mm |
| Gewicht | 494 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Web / Internet |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-7897-4887-8 / 0789748878 |
| ISBN-13 | 978-0-7897-4887-4 / 9780789748874 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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