RedStepMarketing. September Neil hambley Co Founder and Director

Transcription

1 RedStepMarketing A full service solution to sourcing products from China Neil hambley Co Founder and Director [email protected] September 2015

2 About us Red Step Marketing is a UK based digital marketing agency specialising in global B2B e-commerce We operate specifically in the Chinese market Bridging the gap between Chinese manufacturers and global buyers

3 Why? We formed as buyers to help buyers Our experience of sourcing products meant we understood the challenges Our expertise in e-commerce and digital marketing helped us develop a full-service approach to sourcing Making it easier for buyers AND suppliers

4 Key people Chris Allen Co Founder and Director Neil Hambley Co Founder and Director Jiamin Zhang Customer Service Executive Wan-hsin Wang Lead Translator

5 B2B e-commerce The rise of B2B e-commerce has been exponential Figures vary, but general consensus points to an increase in global sales revenue of 5-7% year on year $5.5TN $12TN By 2020 it is predicted that global B2B e-commerce will be valued at $12TN

6 B2B e-commerce - China By 2020 China is predicted to be the largest online B2B market By then B2B e-commerce will be twice as big as B2C B2B Marketingblog.com B2B B2C $3.2TN $6.7TN In the last year alone B2B e-commerce transactions rose 22% in value amounting to $1.6TN

7 The Chinese heavyweights Is now a household name Recently valued at US$ 231 billion just 16 years after Jack Ma formed it in Hangzhou, Zherjiang Province reuters.com Alibaba accounts for 44% of China s B2B e-commerce market 1m hits per day But others, (some sector specific) remain key players

8 The B2B market has evolved The success of companies like Alibaba reflects the changing market The buyer now has unprecedented access to information, and a wider view of options than ever before 89% of buyers do online research as part of the purchase process On average 12 different suppliers are assessed before any approach is made

9 Technology has evolved Technology has given buyers more control over how and when they research the market 56% of buyers from B2B e-commerce sites frequently use mobile phones to view those sites 41% use tablets 63% of B2B decision makers open s on mobile devices 71% access social media from a mobile devices

10 Expectations have evolved 80% of B2B e-commerce buyers admit their expectations have been increased by their B2C experience 76% now demand that B2B e-commerce platforms make it easy to find what they want! 94% believe that suppliers should make online purchasing as easy as B2C B2B Marketingblog.comg 81% of B2B buyers would choose suppliers that offer online ordering over suppliers that don t B2B Marketingblog.com

11 Buyers have evolved The modern buyer is digitally savvy today s buyers are always connected and always on. Tethered to the Internet through multiple devices and having access to data 24/7 As a result, 70% of the buyer s journey is complete before they even engage with a supplier But do they want to be?

12 Has evolution been successful? In the opinion of the The Modern B2B Buyer Summit Buyers are overwhelmed by complexity Pressurised by shorter deadlines Deal with more complex decisions Want quick and easy In the past the market suffered from information scarcity but now suffers from information abundance

13 Wading through the market In our experience the market suffers from saturation and inconsistent content A simple search could produce thousands of results With no guarantee of relevant product or supplier detail

14 s were confusing Contact with suppliers Making contact added to confusion Poorly translated User unfriendly Sporadic With random content They did not inspire confidence..they undermined it

15 Despite the quality

16 Despite the quality

17 Despite the quality

18 The real challenges The process did little to dispel the challenges traditionally faced by buyers sourcing products from China logistical Finding the right product At the right price From a reliable supplier Who we could communicate with clearly Trust Who could provide us with the reassurance and confidence to place large bulk orders

19 Our approach We designed the Red Steps to success precisely because of this

20 The Red Steps to success 1 A cutting edge e-commerce platform is just the start Ecommerce platform We used Magento software (owned by ) to build a B2B platform that mirrors the B2C experience 73% of buyers say that a bad purchase experience makes them less likely to engage with a company again

21 The Red Steps to success 2 But a platform is just a means to an end establishing buyer confidence is just as important We learn about suppliers Visit factories Branding Ecommerce platform Brand them appropriately for the global market Understand Many we meet want to project their own identity.but they don t know how to do it

22 The Red Steps to success 2

23 The Red Steps to success 2

24 The Red Steps to success 1&2

25 The Red Steps to success

26 The Red Steps to success 1&2

27 The Red Steps to success 1&2

28 The Red Steps to success 3 But a carefully branded platform is no good if buyers don t visit Customer targeting We built in an extensive outbound strategy that actively sources and targets buyers Branding Ecommerce platform Buyers we know Understand Buyers that find us Buyers we find

29 The Red Steps to success 3 Buyers that find us Search engine marketing Ecommerce platform Customer targeting Search engine marketing is now an incredibly powerful tool Branding Understand SEM is a science!

30 The Red Steps to success 3 Most new visitors to B2B sites come from search engines 73% In addition to being your company s online home, your website also serves as a vehicle for attracting new customers via search B2B Digital Marketing: Using the Web to Market Directly to Businesses By Michael Miller 91% use Google B2B Marketingblog.com Content not only means more traffic to your website - it also proves your online authority to Google pushing you higher up the rankings B2B Marketingblog.com 75% rarely go beyond the first page of search results

31 The Red Steps to success 3 The most important channels driving B2B decision making are Search engines Vendor websites, blogs and resources Red Step Marketing are An accredited Google Adwords partner

32 The Red Steps to success 3 Buyers that find us Search engine marketing Customer targeting Social media is increasingly important Social media Ecommerce platform Branding Understand

33 The Red Steps to success 3 Social media is also crucial 75% of buyers are influenced by social media 53% actively follow vendors they are considering On social media suppliers are able to share content Sharing content is what helps buyers find suppliers online B2B Marketingblog.com

34 The Red Steps to success 4 Buyers we know Buyers we find Search engine marketing marketing Social media Customer targeting Ecommerce platform Understand Branding seems old-school

35 The Red Steps to success 4 converts sales is still the most important channel for most business B2B Marketingblog.com 69% of B B marketers agree that social media is an effective means of obtaining s B2B Marketingblog.com 70% of companies prioritise for maximum return in B2B investment B2B Marketingblog.com We have a database of over 5,00,000 known buyers We can target many more

36 The Red Steps to success 4 s reflect the brands we create On traditional pc s and laptops

37 The Red Steps to success 4 s reflect the brands we create Or responsive design for mobile devices

38 An integrated approach We ensure the platform sits at the centre of a multi-channel, ongoing contact programme Internet marketing raises profile converts sales Social media engages buyers Providing regular, relevant information and updates Building buyer confidence and loyalty

39 The Red Steps to success 5 Customer service handles orders and quotes Search engine marketing marketing UK customer service Social media Customer targeting Ecommerce platform Branding Understand Buyer confidence is boosted by access to UK staff in real time

40 The Red Steps to success 6 We also provide trade show marketing material Search engine marketing marketing UK customer service Social media Customer targeting Ecommerce platform Branding Trade show environment Understand Pre show targeting Event environment Post show leads management This maintains branding appropriate for the global market

41 In summary Without debate, the business from business buyer is already much more multichannel than the business-to-business sellers are. Business-to-business marketers have some catch-up to do. They might be marketing over multiple channels, but they aren t engaging their customers in a seamless experience

42 Is it worth it? We invest a lot of effort in finding and keeping new customers Why? 47% of B2B e-commerce traffic comes from direct access most visitors come from bookmarked traffic B2B Marketingblog.com "The probability of selling to an existing buyer is 60-70%. The probability of selling to a new prospect is 5-20%" B2B Marketingblog.com

43 What next? Hangzhou, International Business Services Fair 2015 We have been invited to exhibit again by the Zhejiang Government, Department of Commerce, We gained our biggest client from attending last year as the only UK exhibitor We are looking forward to seeing old friends and meeting new ones

44 RedStepMarketing A f u l l service solution to s ourcing products from China Neil hambley Co Founder and Director [email protected] Thank you for your time