New talk: Linkedin business essentials, 2nd December, Manchester

Linkedin is a phenomenal tool for building and fuelling networks and I’ll be talking at Innov8’s Social Media Conference on 2nd December – taking the group on a whistle-stop tour of the primary considerations when creating a profile, building a network and growing business through expertise and thought leadership using Linkedin.

With a recognised All-Star Linkedin profile, it promises to be an ideas packed, dynamic session that includes guidance for professionals on:

– Setting your profile up in the right way

– Using status updates

– Advanced search

– Connection etiquette

– Making the most of groups

– Publishing on Linkedin

– Making more of your business page

I hope you can join us. For more information and booking information, please visit http://www.social-media-conference.co.uk/. 

New talk: Bootcamp – The role of PR in digital marketing, 5th November (Manchester)

PR & blogging

Join me on the 5th November at Manchester Metropolitan University Business School, (All Saints Campus, Oxford Road) as I deliver some new content aimed at closing up the gap between PR and digital marketing. 

Session details:

The huge focus on social media marketing may have overshadowed the key principles and best practice of PR as a discipline. In this bootcamp we review the critical role of traditional PR techniques in the digital marketing context with leading exponents of the art of PR in digital marketing. Learning key tips, advice and best practice to apply in your own role with the author of Brilliant B2B Digital Marketing and some special guests.

The session will cover:

• Managing a crisis online
• How to measure and evaluate your PR activity
• Is conventional media still relevant in the social media age?
• How to make your organisation’s blog more effective, drive more traffic to it, and make it work from an SEO point of view

 

Registration is from 09:00; the event starts at 09:30 and finishes at 13:30. Click here for more information and booking details.

New talk: Brilliant B2B Digital Marketing, MADE, Sheffield 21st October 2015

Screen Shot 2015-09-10 at 08.22.11If you’ve been waiting for a B2B digital marketing focused event to come to Sheffield THIS IS IT! 

I’m bringing an updated and super practical Brilliant B2B Digital Marketing presentation to approx. 300 people at the Memorial Hall on 21st October, the night before MADE.

Session details:

Most businesses in the UK are established to sell products and services to each other. But outside the major multinationals and technology brands, there is a dearth of useful B2B marketing advice for grass roots marketers to draw upon.

Part of the MADE Festival of Entrepreneurship, I’ll be taking delegates through my seven step B2B digital marketing approach.

Honed from a career working in, and with, a range of diverse B2B companies, it’s going to be an example packed session, delivered to inspire, so show how to use digital tools to raise profile, drive engagement and generate business leads.

You’ll leave brimming with ideas to kick start your business marketing in areas including digital strategy, websites, search, content marketing, social media, conversion rate optimisation and measurement.

Delegates also have a chance to get an exclusive PDF copy of Brilliant B2B Digital Marketing 220 page e-book, created in conjunction with Dave Chaffey’s Smart Insights.

Registration is from 18:00; the event starts at 18:30 and finishes at 20:00. Click here for more information and to book your seat.

 

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Ten ways specialist European b2b companies are winning with content

I’m delighted to report that I’m preparing the next (of several webinars) that I’m going to be giving on the BrightTalk channel in August and September, 2014.

Coming up as part of a day long content marketing summit on Wednesday 13th August, I’ll be talking at 2pm GMT on the thorny issue of content marketing in b2b.

To me there is no doubt that the most pressing imperative facing modern marketers is engaging the business as a whole in the practice of marketing. Businesses trade in expertise which is locked in people that are not always customer facing.

People ultimately buy people. This webinar sheds light on how to use content to build a robust customer focused marketing platform – that itself positions your experts right at the forefront.

In this webinar, that will run live and be available for on demand viewing afterwards, I’ll be looking at how ten major European b2b businesses have successfully traded in expertise. I’ll take you through what they did and how their experience can be applied to your business.

Spoiler: These b2b companies aren’t the usual b2c-b2b hybrid or b2b service companies. These are nuts and bolts, engineering, building and manufacturing companies that need to use content marketing to tell a benefit story before selling a functional product.

I hope you can join me. Registration is open here. If you have questions or observations on what you would like covered in the webinar, leave a comment on this blog post.

New speaking event: Content marketing for SMEs

Thrilled to announce the first of several speaking events, where I’ll be previewing some new material.

Tues 15th April, 2014: 5:30 – 8.00pm

In conjunction with One Circle Communications, I’ll be taking up residence at Virgin Lounge, 92 King Street, Manchester to discuss Cost (and Time) Effective Content Marketing for SME’s.

Limited ticket availability. Booking link here.

Customers have got wise to interruption product led promotion. They don’t want to be sold to. They have problems that need resolving. All the experts say using content to position yourself as a problem solver for customers is the new best way to market. But with time, budget and resource limitations, how can you hope to do this effectively?

This event is ideal for small business owners, soloprenuers and those looking to build an effective business online using the latest digital marketing techniques.

I’ll take you through a number of ways to build profile, influence and reach online using some very specific and often overlooked tools and tricks.
It’s a capped event so book early to avoid missing out.

 

Keywords in practice: SEO for b2b marketing

So, anyone dabbling in the area of SEO knows that selecting the right keywords is an important, but first step in designing a kick-ass b2b search engine marketing strategy, right? (If not, here’s a useful primer)

There is a lot of duff SEO advice online. Get back to basics and use the right keywords optimally around your site. This is a digital fundamental. Here are some quick steps to making sure they help your site rise to the top in search engine results.

Using keywords in practice

It is widely acknowledged that the first 200 words on any web page (especially the home page) are generally the most important on your website. Make sure the keywords for your page are placed in the first few sentences and also in the first heading (h1) tag on the page.

Much of this is covered in the SEO chapter of ‘Brilliant B2B Digital Marketing’ , where I use global compressor manufacturer Atlas Copco and compressed gases supplier BOC to illustrate this technique to promote keyword positioning on compressors, mining and construction.

 

Headings and subheadings

Place your primary keywords in your headings and sub-headings as these areas of content are perceived to carry greater weight in search engine ranking algorithms.

Use key phrases not just keywords

Sometimes if there are words with more than one meaning, it makes sense to use additional words to clarify the intended meaning. To help the search engine bot establish the meaning, use a ~keyword search in Google’s search bar. The results will have the words in bold that the search engine believes are most related to that word. This turns keywords into key phrases or ‘long tail’ to use the common name.

Think about about your own search experience. To navigate an increasingly irrelevant landscape, Internet users are using three words to refine their search so your SEO should follow suit.

Keyword density and distribution

You don’t want to use keywords too much in your displayed ‘on-page’ content, but you do want to make sure they are used at least twice in the body copy as an absolute minimum. Reference needs to be natural and within context. A keyword in every sentence looks forced. Ask your copywriters to use synonyms.

Optimising your meta data

1. Keep meta descriptions short.

If your meta description is longer than 150 characters, search engines may omit some of it. Keep the summary brief and loaded with your most relevant and important keywords to give readers a sense of what they’ll find on the page. To save you counting, the BOC example below is 58 words long.

2. Develop unique meta descriptions.

Keep in mind that the purpose of the meta description is to set the visitor’s expectations about what can be found on that page. This makes meta descriptions for every page a requirement.

 

 

3. Page in a sentance

Write a sentence that encapsulates what the page is about and what it will offer the visitor rather than providing a list of arbitrary keywords. The messaging in the search results are often the first experience of the brand.

4. Reuse elements

Reuse elements throughout the page in links, anchor text and other titles and tags. This increases relevance in the eyes of human and search engine visitors.

5. Order meta data in priority to suit search engines.

Although it is widely held that Google places a low rank on certain elements of meta data, it is good practice to order data in the meta of a web page in the order Title > Description > Keywords.

Applying a diligent approach to your on page SEO gives you a firm foundation to kick on with your online marketing promotion before you spend on link building, pay per click and other forms of advertising.

 

How to ensure you use the most relevant SEO keywords in your B2B marketing

Rightly or wrongly, the Internet is still built on text based code. So making sure your site is optimised with the right text customers are using to inform their search is a critical part of your digital marketing strategy.

Keyword based SEO is critical as it drives your messaging, content and success in search marketing. It’s important that there is a relationship between how your site is written and what browsers are looking for but it is very common for businesses to either do too little or too much which leads to keyword stuffing.

Keyword research isn’t a dark art. Do your homework.

 

Keyword research involves mapping what your customers and prospects are looking for and what you can offer them. There is an abundance of data available within the Google suite of webmaster tools even before you need to access more sophisticated software. You can still access the Adwords Keyword Planner tool which offers insight into which words and phrases are used more frequently than others as well as the relative competition in trying to rank top on them.

As a result, keyword research can be an involved and complicated process especially if you are promoting a number of elements simultaneously. In b2b terms, think about focusing on the following:

1. Focus of the page. Are you providing information or overtly selling? This plays on the position and mindset of the visitor in relation to the buying cycle. The words, language and tone change markedly from informational pages to product selling pages.

2. Pick a primary keyword for each page. Consider using a small number of keywords across your website to start. Using too many on a page will dilute the impact of individual words and mean the page has little authority when assessed by search engines.

3. Assess the competition. What are the competition doing with keywords and are some more prevalent than others? A simple right click and View Source will display the company’s keywords included in their meta data. Consider, though, that they may have the mood very wrong and also competitors vying for rankings for the same keyword phrase.

4. Use a keyword analysis tool. Free tools like the Google Adwords Keyword Planner tool are perfect for initial research and help to establish the relative relevance and value of keywords, giving an indication of searches over time and regionally (global vs local). Make sure you use ‘exact’ matching to give you better, more refined results.

 

Q: How do you ensure you are using the right SEO keywords? Share your tips and tricks below.

Image: Crystal ball image 

Ten ways to breathe new life into your B2B marketing blog

An infinitely credible approach to driving customer engagement with your brand is through repackaging your expertise as helpful advice. This blog post looks at ways to re-energise your blogging and content marketing.

For me, the intricacies of the B2B decision making process coupled with the often long gestation period demand an integrated approach.

Carefully crafting a blog that regular provides useful insight and advice sits at the heart of the modern B2B marketing agenda. Great blog content provides for social and CRM rocket fuel and can be packaged at the end of the month and delivered to opted in subscribers as a newsletter and used for press release purposes.

Sometimes we can’t get started. Sometimes we can’t maintain momentum. Sometimes we need a jump start. Whatever the reason, it’s useful to have an agreed number of topics or styles to pull off the shelf in order to avoid writers block and to continue to deliver.

Here are ten things you could plan to do over the next week or so to give your blog fresh impetus. Do let me know how you progress – keep in mind the twin aims of delivering help and advice in a way that keeps visiting audiences interested.

1. Repurpose a piece of existing content into a new format – press release to blog, upload a presentation, create a manual/data sheet download.

2. Comment on a news story affecting your industry – even better if you can find an industry watering hole in which to do it.

3. Comment on a current piece of research or data.

4. Write a round up and publish at the end of the week.

5. Provide an industry resource list – this could in fact be a great evergreen piece of content that with incoming links could return traffic to your site for years.

6. Report on an event, conference, trade show or seminar.

7. Write up a customer case study.

8. Diagnose and solve an industry problem.

9. Offer a distinguished industry voice a guest post opportunity (and reciprocate).

10. If all else fails, take a provocative stance on something that needs to change.

Image: http://www.nothingtoblogabout.net/

Help – I’m a content marketer!

It may well have passed you by, but there are two revolutions taking place that will have a devastating effect on your ability to effectively market your business.

The first is the rise of citizen journalism. The era of 24-7 real time news has meant that everyone now sees themselves as a journalist and commentator on the news as it happens. How often do we see news stories break with a whirlwind of comment, hyperbole and analysis before the facts of the story come through confining all previous activity around the story to the bin?

The second is the reality that everyone (and every business) can and should become a publisher. Adopting a publisher mindset in how you being to redefine your relationships with customers and prospects brings enlightenment as you focus more specifically on their needs than your own. Media owners, by definition, have to provide their audiences with what they want or they go elsewhere – and the title into terminal decline.

Content marketing, as I taked about at length at the recent On the Edge digital marketing conference in Birmingham, is the method by which we repackage our expertise and counsel in a way to make what we do truly helpful to the people we want to serve.

It’s a hot topic as everyone is reading, writing, talking and thinking about it. But examples of people doing it well across a wide variety of sectors are few and far between.

If you’re a content marketer and don’t know where to start, my slides [and video] should help.

I’ll be posting a lot more on content marketing over the coming weeks, but for now consider these five steps to getting an effective content led inbound marketing campaign off the ground.

1. Assign a managing editor to own and determine tone, messaging, platforms, topics, calendar. Impossible for the new graduate arrival to have the gravitas to do this and engage the necessary stakeholders.

2. Research what customers want/need by visiting industry watering holes – trade media, Linkedin groups, trade press and events.

3. Review what assets you have in the business and repackage them. Go back twelve months if you need to. Press releases, presentations, news, brochures, video can all be repackaged to power a blog, email outreach and social media accounts.

4. Curate industry news, information, insights, research and use it to drive your content programme.

5. Above all, focus on customer problems and helping them. Does your content add value by informing, educating, inspiring, entertaining?

How do you go about structuring, informing and implementing your content marketing efforts?

Your invite to an exclusive “7 steps to brilliant digital B2B marketing” webinar with Silverpop

The lovely people at Silverpop have asked me to be the second speaker in their Silverpop Book Club initiative. On Thursday 11th April (14:00 GMT), join me as I discuss some of the concepts and thinking contained in my book Brilliant B2B Digital Marketing – which is available for Kindle Readers and any device with the free Kindle app from the Amazon store.

The webinar on Thursday, hosted on the BrightTalk platform offers lots of tips and pointers – as well as an unusual array of B2B digital case studies – in areas including digital strategy, websites, search, inbound marketing, social media, CRM and analytics and evaluation.

Register for the webinar here. I understand Silverpop are planning to gift 20 attendees the book for free. At 330 pages and costing less than a large Domino’s Create Your Own pizza, it remains a snip even if you elect to buy a copy.

I do hope you can find the time to join us and learn more about the book…especially if you haven’t already ‘Looked Inside‘.