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Digital Marketing for Financial Services Workshop
The document outlines the agenda for a B2B and wholesaling digital marketing workshop, covering essential topics such as the challenges of B2B digital marketing, content creation, and measurement metrics. It emphasizes the importance of relevant and engaging content while addressing the need for effective use of various digital channels, including social media and email marketing. Additionally, it discusses the necessity of adapting strategies for mobile platforms and provides insights into measuring success based on business objectives.
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Digital Marketing for Financial Services Workshop
- 1. B2B and WholesalingDigital MarketingWorkshop
- 2. Agenda1. About Us2.The Challenges of B2B Digital Marketing3. Part 1 - Content4. Part 2 - Measurement 5. Part 3 – Channels2
- 3. H2 OverviewOutsourced marketingstrategy, planning, production, development, management
- 4. Services-oriented – financial,associations, regulatory, technical
- 5. Integrated: interactive,graphic design, PR, marketing Brains – trained with experience & theory Fresh eyes – insight & vision Hands-on – senior involvement Arms & legs – to get the job done fast3Hardworking creative & execution – not fluffy or funny
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- 7. Challenges of B2BMarketingRequires longer lead timesB2B products can require greater investment of money, knowledge and planning than B2C products – fewer targets, more complex decision-makingIn financial servicesProducts are complex, client knowledge varies as do trust levels – building relationship to serve one-to-one5
- 8. Challenges in B2BDigital Marketing6Businesses no longer have to go to your site to determine if they want to engageOnline financial communications rules are changingThe world is becoming more connected and, therefore, more easily distracted“You have 25 seconds of focus time to get your message across”
- 9. Part 1: ContentContentis stillKING and must be:Fresh, unique and relevant
- 10. Captivate and engageyour visitors to entice return visits
- 11. Add value toyour reader:
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- 16. IdeasTheDOs and DON’Ts of Content8DON’T use overly promotional content0 clicksDOmix product offerings with engaging and value-adding content58 clicks
- 17. The DO’s andDON’TS of Content9DON’T forget to ensure that your content is relevant and translates well for digital channels DOensure that your content can stand on its own, regardless of whether it lives on your website or on a mobile appA leading technology support service website.Original URL: http://www.ExpertSexChange.com
- 18. The DO’s andDON’TS of Content10DON’T post the same content across all digital channelsDOrecycle your existing content wherever appropriate
- 19. 11Social Media –Anatomy of a Tweet91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch
- 20. 12Social Media –Anatomy of a Tweet91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch1The message
- 21. 13Social Media –Anatomy of a Tweet91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch2URL1RC
- 22. 14Social Media –Anatomy of a Tweet91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch132Twitter user
- 23. 15Social Media –Anatomy of a Tweet91% of business buyers read blogs, view #videos and participate in social media according to @Forrester Research - http://bit.ly/B2BResearch1432RCHashtag / Trend
- 24. Part 2: Measurement“MeasureTwice, Cut Once”Start with basics and evolveEach channel has its own metrics Success is defined by the metrics you use16450 Downloads
- 25. Openrate
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- 33. Measuring Success17Measuring successon the web is as simple as accessing your stats software and as difficult as not knowing what it all means!
- 34. Measuring SuccessChoose metricsthat align with your business objectives: 18Business ObjectiveMetricsTo increase awareness Impressions Brand mentions/sentimentTo generate sales leads Unique visitors Avg. time spent on site Bounce rate SalesCustomer growth / loyalty Avg. time spent on site Referral traffic source
- 35. Break Time Comeback in 15 minutes 19
- 36. Part 3: Channels20Whichchannels are right for your content and your business? Email Mobile Social Media OtherThe average ROI from email marketing is $57 per $1 spent1
- 37. Email21Essential tool inB2B marketing:Quick announcementsQuarterly updatesDisclosureEasiest and cheapest way to get a quick read on client engagement AND sales force performanceWork itYour own list, but change it upPaid or rented lists
- 38. Outbound Email –Case StudyEach quarter, Sionna Investment Management utilizes their outbound email to direct clients to their website and to private materials on semi-private pages.22
- 39. Mobile23YOU MUST ensureyour website works on a 3.5” screenDon’t boil the oceanStart and evolveBasic technology for mobile redirect is very accessible and not as complicated as you may thinkApplications – just because you can, doesn’t mean you should!Speed, data and need for mobile access are drivers
- 40. Social media cannotbe ignored...¾ of online traffic visits are to social networks and blogs22% of online time is spent on social sites77% of Facebook, LinkedIn and Twitter users have at least some college educationUsers aged 35+ are the fastest growing demographic on Facebook41% of the Facebook population are over the age of 4533% of Facebook users earn at least $75,000 a year24
- 41. Common Questions...How doyou get started with social media?How do you know when you’re successful with social media?How do I find value in social media?25
- 42. Social Media -Quick HitsWikipedia – good, but watch being too promotionalVideo content – YouTube makes it easy, but some have issues with the ‘ick’ factorLinkedIn – get your company profile updated and involve HRSecure your company call signs on big channels26
- 43. Social Media –Two Corporate ApproachesDirect – Tweeting, managing Facebook presence, activeAll inLeading position – greater upsideIndirect – strong starting point for financial B2BEnsure your content is easily portable and PROMOTED to your sales channels for them to repurpose Just as much work, but a more secure starting point for cautious corporationsEasier to withdraw from27
- 44. Thank You!Christine SaundersVicePresidentRagul ChariInteractive Communications Managerhttp://twitter.com/[email protected] Toronto Street,Suite 800Toronto ON M5C 2C5Tel: 416.862.2800Fax: 416.862.290028