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cab online marketing Michael Duchardt

cab online marketing Michael Duchardt. cab online marketing. cab online marketing. Internet. Personal contact. Catalogues from suppliers. Professional magazines. Trade shows. Advertising. Newsletters. Industy associations.

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cab online marketing Michael Duchardt

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  1. cab online marketing Michael Duchardt

  2. cab online marketing

  3. cab online marketing Internet Personal contact Cataloguesfromsuppliers Professional magazines Trade shows Advertising Newsletters Industyassociations Information andcommunication in buyingprocessesInformation und Kommunikation im Kaufprozess von B2B Unternehmen, 2012

  4. cab online marketing Relevanceof web in different salesstages b2b Internet Sales Trade shows Magazines General Information Check requirements Choice ofsupplier Purchase After sales B2B study „IFOM-Online-Klima“, 2009

  5. cab online marketing • Reach customersSearch Engine Optimization, Search Engine Advertising, back links, portals, social media, web sites in local language, communicate URL wherever possible • Convince customersQA, usability, visualisation with images and videos, contact options • NurturecustomersSupport area, newsletters, social media, mailings, FAQs

  6. Reachcustomers • Goals: more visits, higher quality of visitors • Where do our visitors come from:

  7. Reachcustomers • Search engines, SEO / SEA

  8. Reachcustomers • Search engine advertising • 60 % use Adwords in B2B • Good control of costs – pay per click • Costs for one click/visit about 1 EUR • You get one to five requests out of 100 visits as an average • Do not use general keywords, they generate traffic but no value. • Measure clicks and requests by adding a parameter to your links like www.cab.de/?src=adwords • If it makes sense target regional • Improve your pages, ranking is result out of price and quality

  9. Reachcustomers • Search engine optimization • Decide which keywords to use: competition, search volume, customers voice • http://adwords.google.com/keywordplanner • Check your keywords positions regularly • http://www.whatsmyserp.com/ • No tricks • Create reliable and relevant content

  10. Reachcustomers • Search engine optimization • On site • Use keywords in meta tags <title> <description> and <keywords> • Structure your content with <h1> and <h2> • Use keywords in links • Alt and title tags to images • It is about density and prominence • Check pages with http://www.ranks.nl/tools/spider.html • Off site • Amount and quality of back links, outgoing links, social media, blogs

  11. Reachcustomers • Metrics for search terms

  12. Reachcustomers • Metrics for search terms

  13. Reachcustomers • Metrics for search terms

  14. Reachcustomers • Search Engine Optimization • tell what you do, only what is in the web can be found

  15. Reachcustomers Success stories, press releases

  16. Reachcustomers • Online portals • Measure • Clicks • Leads by web form • Phone calls

  17. Reachcustomers Social Media

  18. Reachcustomers Locallanguage Coverage on English version

  19. Reachcustomers • Promote URL whereverpossible • Mailclosing, tradeshows, advertising …

  20. Reachcustomers

  21. Convincecustomers • Goals • Reduce bounce rate • More pages per visit • Longer average visit duration • More leads

  22. Convince customers • Content is king • Search function • Images and videos Beispiel: http://www.cab.de/xc

  23. Convincecustomers • Provide more than others

  24. Convincecustomers • Optimize for mobile EN versionOctober 2013

  25. Convincecustomers • contact options

  26. Convincecustomers • shorten your forms Old form New form

  27. Convincecustomers • Metrics: visits and leads

  28. Nurture • Support web site

  29. Nurture • Updates in support area www.twitter.com/cab_download_dewww.twitter.com/cab_download

  30. Nurture • Newsletter / mailings

  31. cab online marketing cab partner logo

  32. cab Partner Portal Productimages Documentationandsoftware Brochuresashardcopies Posters fortradeshows Responsibilitieslist

  33. cab Partner Portal Productimages Documentationandsoftware Brochuresashardcopies Posters fortradeshows Responsibilitieslist

  34. cab Partner Portal Productimages Documentationandsoftware Brochuresashardcopies Posters fortradeshows Responsibilitieslist

  35. cab Partner Portal Productimages Documentationandsoftware Brochuresashardcopies Posters fortradeshows Responsibilitieslist

  36. cab Partner Portal Productimages Documentationandsoftware Brochuresashardcopies Posters fortradeshows Responsibilitieslist

  37. cab online marketing Contact Michael Duchardt m.duchardt@cab.de marketing@cab.de +49 721 6626-282

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