The Crocodile – big appetite for B2B marketing

Archive for the ‘Integrated marketing’ Category

Proof of social media’s ROI

Marketing budgets are a constant challenge. Allocating the right amount of money to the right area, as well as being able to justify the overall spend, has never been more important or more challenging. In a down economy businesses are understandably reluctant to increase spending in any area without definitive proof of ROI, let alone invest in new areas like social media.

The rise of the social web and the corresponding changes in buying behaviour have happened concurrently with the economic downtown and the squeeze on marketing budgets. The result is that many businesses, particularly in B2B, have completely overlooked new inbound marketing techniques that offer significant, quantifiable results without the need for a large capital outlay.

The content, conversation and on-going interaction that make up an effective social media strategy create an online experience that keeps customers in your orbit, drive consideration and set you apart from the competition. Sharing interesting, relevant and useful information will hold the attention of your existing customer and help you attract new ones.

Social media is proving to be a powerful source of revenue for Crocodile client Ellisons, delivering an online uplift of 70%. Facebook is now the 3rd biggest referrer to the Ellisons website after Google and Bing. Through running regular competitions and special offers to drive engagement and using a strategy designed to drive traffic Ellisons has achieved:

  • 71% increase in online sales over six months (against a 50% target)
  • 44% increase in the number of customers ordering online
  • Incremental ROI of 1534%
  • 36% increase in website traffic
  • Enhanced customer service
  • New levels of customer insight

As marketing moves away from a quarterly campaigns approach towards a continuous dialogue, social media can help you tune in to what your target market is talking about, nurture prospects through the buying cycle and deliver valuable repeat custom. If you’d like to find out how a social media strategy from The Crocodile can benefit you, contact us here.

Is your company ready for social media?

According to a report by eMarketer only 14% of senior marketing managers consider their business to be fully integrated with social media. With that in mind, and as the 2012 trends for marketing all refer to the continued growth of social media as a platform, it is vital that marketers have a structure in place to fully benefit from their social offerings.

The most important thing to remember about social is that it might not be suitable for everyone (there I said it!), you don’t have to dive right into a social strategy if your organisation isn’t going to benefit. To see if your company could benefit from a social strategy, and whether that strategy stands a chance at success, we’ve put together this simple checklist:

1. Do you and your company have clear goals for your social strategy?

The more specific your goals the better. It’s a lot easier for the people taking on the task of growing and implementing the strategy if a clear set of goals is awarded to it. Keep in mind why you are doing it. Is it to increase conversion rates, build brand awareness or improve customer service?

2. Do you have the manpower to fully commit?

Social media is about the personal touch. Having a dedicated team providing content and real-time responses will stand you in good stead. Involving people from various areas of the business provides you with greater exposure to a wider audience. Using their collective experience will help to shape the approach going forward, driving an uplift in visits to your site or your blog. In the long run this strategy will yield impressive results.

3. Do you have the content?

The most important part to social media is having the content to ensure you can deliver thought-leadership, build trust and increase credibility. A good place to start is by looking at your existing material and deciding what can be recycled for social. As you create new content it’s important that the material is optimised for social. Use eye-catching headlines and visuals, as well fresh new ideas to make sure your content drives customers to find out more about you.

4. Do you understand where your audience is?

Research at the beginning is essential. There is no point placing all your content on Facebook if all your potential clients are on LinkedIn. Make sure your attention is focused on the right areas.

5. Does your company website engage with new prospects?

It seems like an obvious one but it can so easily be overlooked. It is important that traffic driven to your site can be assessed. Where are the leads coming from? Once you can establish the reasons people are coming to your site, and from where, you can use this information to direct future social strategies. Make sure you have prepared your site beforehand. Make sure it is a site you are proud of, and above all ensure you have a strategy in place for dealing with any lead generation (contact forms for example).

6. Are you able to ensure your social media is useful at every stage of the buying cycle?

It is vital to customer retention that your social brand remains consistent throughout the buying process. Make sure you have steps in place to both monitor and track your customer’s conversations, supplying them with the content they need at the right time.

The bottom line is social media is important to a modern marketing strategy, but done badly it can be damaging. The difference between social media and more traditional marketing is that it takes time to build momentum and provide a visible ROI. However, by making sure you have all the above steps in place you can ensure a great foundation for social marketing success, and by maintaining a long term strategy it can deliver real business benefits.

Winners at the B2B Marketing Awards

Huge sponsors, rising star Tim Minchin at the online canadian pharmacy helm, and the exceptional backdrop of the HAC…not bad for this year’s B2B Marketing awards.

With all this in mind it is really great to see that B2B marketing is becoming more and more, dare we say it…cool!

This year saw many of the biggest, up-to-the-minute companies and agencies taking part in the awards. With massive brands such as Google and Royal Mail as the main sponsors, work showcased from EMC, Nectar Business, Cisco and many more, as well as agencies from all over the UK, the B2B Marketing Awards has become a prestigious and exciting event for all involved.

At this year’s glittering ceremony The Crocodile clinched first prize in Best Customer Relationship Initiative for its work with long-term client Nectar Business. The winning ‘Silver Service’ campaign was designed to drive Nectar Business collector engagement and help collectors get best value out of the Nectar Business programme…and clearly it’s making an impact!

Flying high on the success of this win The Crocodile went on to win second prize in the in the Best Channel Marketing Initiative category, for a campaign created for global technology company, EMC. This award was for ‘SourceOne City’, an innovative, turnkey programme that provides EMC channel partners with a co-branded marketing campaign for lead generation, which is simple and cost-effective to implement.

If you’d like engage with our award winning team click here

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Crocbites is our running commentary on the trends affecting B2B marketing, alongside our own insights and independent viewpoint formed from working with global brands turning marketing budgets into bottom line benefits.

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