Leading the Digital Marketing Disruption
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- Jean Dayna Lynch
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1
2 We Are VPDM
3 Leading the Digital Marketing Disruption A pioneering web-centric digital marketing shop Offering strategic digital marketing solutions, with unmatched customer service Our Strategy: Content + Search + Social
4 Our Mission Statement Developing optimized and engaging digital foundations supported with ongoing, hyper targeted, dynamic content strategically designed to build online presence and grow your business. Our Vision Statement To be the premier digital marketing agency in Ontario with the most satisfied clients.
5 VPDM.ca #LearnAtLunch
6 Prepared for: Innovate Niagara Niagara College Welland Campus Thursday August 6 th 2015 Client X: A Case Study
7 Who Client X A manufacturer of packaging supplies for the dairy, food and beverage industries.
8 What Specializing in: ice cream packaging ice cream filling equipment manufactured food containers paper board ice cream cups premium glass container screening glass milk bottles & related packaging
9 Where Ontario based with almost 500 employees. Also have locations in the US and Mexico.
10 Today s Focus Glass Milk Bottles & Related Packaging Client X Client X Facebook page #1 12 month test project
11 Why During the summer of 2013, Client X approached VPDM to craft: A long term SEO strategy A B2B focused content / social media marketing strategy for Canada, USA, & Mexico Goal: Focus SEO Boost rankings for targeted keyword searches Increase website traffic and ecommerce sales
12 How Step 1 Understand who we are talking to. Step 2 Create multiple marketing personas. Step 3 Target the right people at the right time in the right place.
13 How Who We Are Talking To Client X Client X Facebook Page #1 Test Project Smaller ice cream shops, creameries, and restaurants Dairy farmers in North America 255 Facebook Fans 2,257 Facebook Fans Target dairy farmers in North America People who work in agriculture, enjoy fresh organic milk Focus on increasing sales of glass milk bottles in Rhode Island and Massachusetts 436 Facebook Fans Health conscious millennials & newly married couples 1-2 children
14 How Platforms We Use Client X Client X Facebook Page #1 Test Project
15 The Plan Marketing Personas Two User Segments for Client X Test Project Large Households Married Stay-at-home mothers Higher household incomes ($ /year) Husbands hold professional jobs Smaller households, no children College Educated Early in their career Lower incomes ($20,000 to $40,000/year) Live alone or with one other person
16 The Plan Rollout Part A Part B Part C Part D Create relevant, quality content, targeted to dairy farmers (B2B) Also target dairy consumers (B2C) Publish to Client X Website and Test Project Website Share and amplify via social media platforms Including FB, TW, G+, LI, IG, Pin includes social media advertising Create custom audiences and look-a-like audiences Remarket to each with custom, relevant, high quality content
17 B2B/B2C SEO Strategy Step 1: Research and Optimization Optimize website for users & search engines. Relevant search topics for SEO. Never assume customers search terms. SEO strategy proven with data.
18 B2B/B2C SEO Strategy The average B2B buyer is 57% through the purchase decision before engaging a supplier sales rep B2B suppliers are said to have only 12% of their customer's total mindshare SOURCE: executiveboard.com
19 B2B/B2C SEO Strategy Remember Customers have questions. You have the answers. Google is a referral engine. NOT a search engine. Optimized website + high quality content = ROI
20 B2B/B2C SEO Strategy Step 2: The Content Strategy Relevant high quality content optimized for users and search engines. Unique content targeted at each marketing persona that gives them useful & interesting information. Frequent publication.
21 B2B/B2C SEO Strategy Companies with pages generate 48% More traffic than companies with 1-50 pages. Companies with over 50 employees & 1,000+ web pages see 9.5x more traffic than companies with under 51 pages SOURCE: hubspot.com
22 B2B/B2C SEO Strategy Both B2B & B2C companies with x pages generate More leads than those with 50 pages or fewer B2B companies that blog only 1-2x/mo generate 70% more leads than those who don t blog SOURCE: hubspot.com
23 B2B/B2C SEO Strategy Companies that blog 15 or more times per 5x month get More traffic than companies that don t blog Small businesses (1-10 employees) tend to see the biggest gains in traffic when they post more articles. SOURCE: hubspot.com
24 B2B/B2C SEO Strategy An average company will see a 45% Growth in traffic when increasing total blog articles from to articles. SOURCE: hubspot.com 59% B2C companies see a Increase in traffic after growing blog articles from 100 to 200 total.
25 B2B Social Media Strategy Facebook is not a social network! It s an advertising platform BILLION Facebook s monthly active users SOURCE: thesocialmediahat.com
26 B2B Social Media Strategy Facebook allows you to hyper target: Right people. Right place. Right time.
27 B2B Social Media Strategy Facebook likes are for vanity. Organic reach for businesses is dead Hyper targeting with Facebook Ads = SUCCESS
28 Facebook Engagement on a Boosted Post 12, 240 Paid Reach 1, 073 Actions $18.00 Budget Spent
29 Facebook Ad Campaign Results , 397 $ Results Website Clicks People Reached Amount Spent
30 Facebook Ad Campaign Targeting
31 Facebook Attracting Qualified Prospects , 825 $68.42 Results Website Clicks People Reached Amount Spent
32 Facebook Video Engagement
33 Twitter
34 Twitter
35 Twitter Companies with followers generate 106% More traffic than those with 25 or fewer. B2C companies experience a larger increase in traffic than B2B companies after crossing 1,000 followers. SOURCE: hubspot.com
36 Instagram
37 Pinterest 5, 931 Average Monthly Viewers
38 The Wrap Up Through a combined strategy of Content + Search + Social we increased Client X s year-over-year ecommerce sales back to back! % 54% January to July January to July
39 The Wrap Up Increased + 76% website traffic by Exceeded the client's goals & expectations.
40 Google these search terms to find us! Social Media Company Niagara SEO Company Niagara Content Marketing Company Niagara
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