Creating aninternational online B2B presenceCHR IS K NIG HT

How to create your international online B2B presence

Having a strong online presence is just as important for businesses dealing B2B, this session looks at how you would adapt your online strategy to further your B2B presence globally.

A few thoughts about B2B vs B2C• B2B = Slow burn, B2C is often "instant"

• Complex decision-making

• Multi-faceted and knowledgeable buyers

• Rational buyer behaviour (generally)

• 80:20 rule usually applies

• Not as "segmented" as B2C (Price, quality, service, partnership)

• Personal Relationships are more important – especially in developing markets

• Longer-term focus of buyers

• Branding should be more simple (sub brands not generally effective)

B2B buyers are more predictable, more knowledgeable, more risk averse, more "invested" in the decision, focused on quality = More Demanding

So what do B2B marketers need to do to develop business?

• Meet target audience needs – do we know them?

• Develop and cultivate strong personal relationships

• Build Trust – vital in partnership building

• Research and know the market – key drivers / key players

• Demonstrate industry / technology / market expertise

Online Tools and Places• Website(s)

• Online Markets

• Alibaba, ThomasNet, IndiaMart, EC21

• Social Media

• LinkedIn, Xing, Viadeo.

• Facebook

• Instagram

• You Tube

• Pinterest

• Twitter

• Etc….

Critical Online Elements

• Website

• Well-written using target-audience vocabulary / tone

• Data capture / contact page

• Landing pages / sites for campaigns and lead generation

• Testimonials / Client Lists – International where possible!

• Key product / service information, downloads, content

• Social Media Strategy

• Define goals and plan how to deliver

• Social media mix / spend / measurement

• Business development through exposure, partnership building, thought leadership / expertise

• Greater understanding of market and key drivers

Website: International Considerations• One domain or several? (.co.uk/.fr/.ch etc..)

• If one domain: Languagise or English only?

• If languagised do it well and maintain it well (use professional re-writers)

• Use sub-folders (.com/eng, /fr , /de, etc..)

• Clear, simple and unambiguous content – avoid double-meanings and obscure humour

• SEO performance outside UK?

• Have content that demonstrates you are “thinking and acting international”

Social Media

Where do we

start?

Small business owners agree (92%) that Social Media is important

Twitter is gaining on Facebook with its new advertising opportunities. Instagram and Pinterest are growing extremely fast and doubled traffic between 2014 1nd 2015.71% of businesses with 100+ employees use YouTube, compared to 38% of the self-employed.

Measuring results is not easy (vs Google PPC etc)

41% feel they can measure the results of their social media activities and advertising – almost 40% “uncertain”

B2B Marketers name LinkedIn as their #1 Social Media vs Facebook for B2C

Screen clipping taken: 02/11/2016 17:53

71% of B2B marketers want to learn more about LinkedIn.

However, just 18% of B2B marketers are

using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%

B2B Marketers say believe LinkedIn is really important but they are not sure how to use it

Screen clipping taken: 02/11/2016 18:20

The main benefits of social media activity are seen as increased exposure and increased website traffic –but B2B marketers probably put more weight on factors like partnerships and establishing thought leadership

B2B Critical

Businesses see many benefits of Social Media

Experienced users have a different mix of channels – and less reliance on Facebook

Screen clipping taken: 02/11/2016 18:31

Under 1 year Over 5 years

LinkedIn is by far the largest Professional Network site

• 450 million members o/w 110m “active”

• 2 main areas are employment and relationship-building

• Microsoft to purchase for $26bn! = $240 per active user

• Globally available - >20 language versions. >200 countries

• Main rivals are Viadeo (French-speaking markets) and Xing (German-speaking / Asia)

• Personal and company accounts

• Highest level of credibility in Social Media

B2B leads via Social Media

80%

Personal vs Company Accounts

• Personal accounts are generally more engaging

• LinkedIn essentially a 1:1 relationship platform

• Use personal account to drive audience to company account /content

• Your personal brand may be stronger than your company brand!

Why you need a company account

• Allows you to advertise / sponsored content

• Plan it carefully – don’t “over-target”

• Host controlled and approved content

• Benefit from employee personal accounts (if followers)

• Becomes more important over time

8 Strong Reasons to use LinkedIn

• Create Awareness

• Thought Leadership / Influence

• Build Reputation

• Generate leads / sales

• Social CRM

• Traffic Building

• Listening and Insights

• Partnership building

LinkedIn has many advertising opportunities

• Little used vs Facebook

• Instant international reach to target audience

• Requires careful planning

• HubSpot a leading user and proponent

Set to grow once marketers really get their heads around the opportunity

Think about these things

• Your Profile

• Use all fields

• Be clear and concise about what you do

• Remember key words for search-optimization

• High quality picture of YOU – not a selfie, a logo or a product!

• Keep it up-to-date

• Groups – Join and participate!

• Post / update and comment (when you have something to add)

• Posts / updates work better when you comment on a big trend or hot topic

• Keep it friendly but professional and on-topic

• Remember that the international audience has many cultures and norms

• Know when to take a conversation private

• Accept connections from entire supply chain and influencers – avoid spammers!

Getting Found – It’s an SEO exercise

• Try searching LinkedIn for key words related to your market / industry

Where are you ranked?

• There are many tips and tricks to get up the rankings – try online seminars / webcasts / HubSpot. Basic SEO stuff!

2/2057 – not bad!

Demonstrating “International” on LinkedIn

• Comment and post on markets and themes outside your home market

• Post and comment on articles that have international appeal / scope

• Reply to foreign language posts in English or their language (get help!)

Or try “Bonjour Chris. In response to your….”

• Don’t pretend to be local:

Acting global means being accepting of and embracing the local culture but remembering that you are a foreigner visiting.

The amazing Candice Galek

• >50,000 followers

• Regular poster on work and market issues

• Recognised thought leader on social media

• Just the right side of provocative

• Effectively promotes herself and her businesses through engaging her followers and readers

• Some posts go hugely viral creating huge exposure for her bikini business.

The amazing Candice Galek

One of a series of LI posts that went viral

Pushing the boundaries done in the right way?

Candice reports many collaborations and projects result from her posts

Her network of 50k followers is a powerful asset

In conclusion: international online activity is now “business critical” if you want to expand

• Business discussions and negotiations increasingly conducted digitally.

• Face-to-face now more to finalise details rather than discuss key issues.

• A professional online presence is key to your company and personal brand image and integrity.

• “Omni Channel” business is a reality today. Other activities like trade shows are still important! All touch-points are important and must be consistent

• Always follow basic Marketing Principles – what does your audience want, how do they perceive your offer and how can you raise awareness and effectively deliver vs expectations and needs?

• Cultural considerations still critical but probably diminishing in importance.

• It’s easier than ever to go international but it takes some planning and thought – put the right building blocks in place before you start.

• The world is shrinking whilst markets are growing and homogenising –online tools make the global market accessible like never before!

Get with the programme and get in front of your

international customers and partners

I’d be happy to help!

cjkeyebiz@gmail.com

07734 584619

https://uk.linkedin.com/in/chrisknighteyewearconsultant