Skapa - West Sweden Chamber of Commerce Aug 31, 2018
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The document discusses the essentials of international online marketing, addressing challenges faced by businesses in understanding and attracting customers, as well as optimizing content for search engines and social media. It highlights the importance of creating relevant content and building trust to successfully navigate the online purchasing journey. Additionally, it provides insights on measuring success, utilizing social platforms, and adapting to evolving digital marketing trends.
Skapa - West Sweden Chamber of Commerce Aug 31, 2018
- 1. International Online Marketing Västsvenska Handelskammaren August 31, 2018
- 2. International Online Marketing for Better Business • Introduction around the table • Short presentation of Skapa • Challenges with international marketing • Attracting relevant visitors and nurturing leads • Optimizing for search • Measuring success • Choosing social media channels • A few trends and sources of information • Summary and conclusions
- 3. Skapa – Smart Online Communication Communication and marketing Online marketing is about understanding the needs of your target groups and giving them relevant content published in multiple channels. Web, technology and development We build advanced and easy-to-use apps, extranets, blogs and web based system solutions that supply the data to the right person at the right moment!
- 4. Presentation – Erik Ekholm, CEO • CEO at Skapa • Master of Science and Naval Architect at Chalmers University of Technology • Stena AB, Volvo Trucks, Emerson Process Management • Founded Skapa in 1996 • Specialized in online marketing for B2B operations • Lecturer in online marketing for West Sweden Chamber of Commerce, IHM Business School, Stockholm School of Economics, Norwegian- Swedish Chamber of Commerce and Carthage College USA.
- 5. A Few of Our Customers…
- 6. Challenges with international marketing • Identifying your potential customers • Understanding the customers’ needs • Attracting the customers • Creating a relevant communication • Building trust and confidence – persistently • Being top-of-mind when the purchasing decision is made • Regularly reaffirming their choice of supplier
- 7. The Online Customer’s Purchasing Journey Uninformed Curios Inspired Motivated Convinced Prepared Confirmed ATTRACT CONVERT CLOSE DELIGHT VISITORS RAW LEADS SALES LEADS AMBASSADORSCUSTOMERS
- 8. Relevant Content Attracts Relevant Visitors Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
- 9. A Few Examples of Content Marketing: MPP SverigeVolvo PentaElos Dental Greencarrier
- 10. Good Content is Appreciated by Google
- 11. Another Featured Snippet Awarded by Google
- 12. • Greencarrier ”Top 8 advantages of air freight” Google: top advantages of air freight (pos 2 of 4.930.000 results) • Volvo Penta ”Field test – a chance to participate in the development of new marine engines” Google: field test of marine engines (pos 4 of 27.700.000 results) • FlexLink ”Safety engineering reduces risks and threats in production” Google: safety engineering in production (pos 1 of 325.4000.000 results) with Featured Snippet • Elos Dental ”4 Challenges in Digital Dentistry (Part 3)” Google: challenges digital dentistry (pos 1 of 5.500.000 results) • Elos Medtech ”IQ, OQ, PQ – A Validation Process in the Medtech Industry” Google: IQ, OQ, PQ (pos 3 of 2.000.000 results) Examples of SEO optimized articles:
- 13. Video Helps to Optimize Content
- 14. • Content that resonates with your audience • Publish content in blog format • Good CMS such as WordPress • Embed video with relevant texts (title, description, subtitles) • Strive for high click-through-rate on search result page • Make your visitors stay (high average time on page) • Optimize for mobile visitors • Use social media to improve visibility • Fast server and quick download of pages A few tips when optimizing for Google:
- 15. Customer Magazines Relevant Content can Feed Multiple Channels CONTENT Sales Material Website Blog Email- Marketing Social Media Employer Branding Press
- 16. • Google Analytics • Google Search Console – Search Queries • Social Media Insights • Your own activities vs your plan • Number of generated leads • Ask your sales staff to ask in which channel they found you How to measure success?
- 18. LinkedIn: • 500 million acquired users in 220 countries • 106 million monthly active users • Owns Slideshare Twitter: • Over 1 billion users • 330 million monthly active users YouTube: • Second most visited website • 1,2 billion shows per day • >400 h video uploaded/minute • 1 billion hours shown / day • 100% owned by Google Facebook: • 1.4 billion daily active users • 1.2 billion daily active mobile users • 2.1 billion monthly active users https://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_users https://www.alexa.com/topsites
- 19. https://newsroom.fb.com/news/2017/12/hard-questions-is-spending-time-on-social-media-bad-for-us/ Facebook pushes B2B brands to LinkedIn
- 20. • Setup a company page • Encourage staff to engage in your page and its activities • Update your own profile with information and a proper photo • Connect/Invite. Add connections. Always send personal note with invitation. Give or ask for recommendations • Join groups for business intelligence and to expand your network • Follow companies • Send messages to 1’st connections. Inmail is for Premium accounts only, but is very useful • Search for prospects and contacts LinkedIn – Promote yourself and your company
- 21. • HQ marketing must be in place with good content flow and social media presence • Local marketers (find driving spirits) can adapt and localize based on HQ content, but generally cannot (should not) create new content • Sponsor/boost social media to create reach and attract new followers • Invest in Google Adwords to create awareness • Act in local language to attract relevant visitors through Google searches • Find influencers on LinkedIn. Join LinkedIn groups. • Explore the possibilities of e-commerce. Use Google Shopping to promote your products. Find price-comparison websites. New international markets
- 22. • Authentic and relevant communication is winning • AI, VR, AR and Bot communication • Live video and 360-video • Promoted posts increase most in online advertising • Marketing automation – can it hold its promises? • Blockchain technologies – Know who you are communicating with • GDPR – General Data Protection Regulation • Connectivity and Internet-of-Things (IoT) will transform marketing Some general trends affecting digital marketing
- 23. • Social Media Examiner • Ad Age Digital • Google’s blogs • eMarketer Newsletter • HubSpot Blog • Skapa’s Blog Good sources of information to stay updated
- 24. • Start creating relevant content • See it as a process, not a project • Encourage local activity but HQ should be the good example • Publish your conent in a SEO-friendly blog format • Embed video and use social media • Identify your KPIs and follow-up on them • Grow your business network with LinkedIn Summary and conclusions
- 25. Please stay in touch! Erik Ekholm, Skapa.se Tel +46 705 53 21 32 [email protected] facebook.com/erikekholm linkedin.com/in/erikekholm
- 26. Copyright notice: The information in this document may not, in part or in its entirety, be published, copied or distributed to a third party, without the previous consent from Skapa Digital Design i Göteborg AB.