» Online Marketing: What’s on Your Menu?
This Marketing and Sales Executive Think Tank was hosted at AMEC by Dawn Rosser, Manager, Central Marketing.
1. Creating the right mix of online & face-to-face marketing
2. Optimizing time and resource investments in marketing.
What we learned
- Need to maintain involvement and focus on e-budget
- Conduct metrics analysis behind e-media
- Call-to-action needs to be greater than increasing leadership
- Need to overcome challenges of reaching out to small-medium enterprise with increased face-to-face time
- “Work backwards” on where and how sales are obtained
- Learn more about niche marketing and how to target each group
- Incorporate usage of video and animation communication
What are your most effective tactics to raise awareness of e-marketing?
- Twitter feeds
- Niche marketing and traditional trade shows combined with e-newsletter
- Niche customer stories with promotions and word of mouth
- B2B traditional direct sales for corporate enterprises
- For medium sized enterprises, data mining is useful along with trade shows, awards, targeting list of environmental organizations
- Use the Web as an information source to drive traditioanl face-to-face meetings for larger accounts
- Use Twitter for awareness – not leads; Hash Tweets are effective for brand awareness
- Review click-through metrics on every campaign
- Invest in website redesign on better flow investor traffic versus real prospect traffic
- Explore/research key words being used with Google analytics to get at top of search list
- use short video animation to explain your technology’s complicated process
- LinkedIn is useful for networking and to see who’s who
What traditional marketing methods are trade-offs for e-marketing?
- Reading material available online; no longer mailing out annual reports
- While some organizations are decreasing direct mail, others are using it for big impact
- Expensive news releases are decreasing with higher email usage
- Mass print is decreasing unless it is extremely targeted
- Participation in trade shows with a booth is decreasing. Instead, partner with a client and leverage customer backing
- Not much of a trade-off but rather an efficiency/budget shift from print/trade shows to e-communications
- Direct sales representatives are becoming an extinct role
- Lead generation is becoming stronger with more easily accessible information; follow-ups can be more selective
What methods are you using to identify your organization worldwide? How are you getting the message out?
- It’s not who you are but rather how quickly you respond; executive face-to-face meetings give a better return
- Use e-marketing as a support tool to generate and increase awareness
- When exchanging business cards, automatically save the information electronically and forward your v-card
- Use video technology to support reading material; this assists in giving face-to-face credibility. Keep videos short and light
With e-marketing and e-communication on the rise, how are you tracking ROI?
- “Work backwards” on your budget; dissect how you obtain your leads/sales
- Define a good lead then measure cost of obtaining it; with sales cycles being 18 – 24 months on average, measuring a complete sale can be cumbersome. Keep it simple
- Use website analytics; define “word of mouth”
- Review past history of how awareness was achieved
- Leaders need to determine right sectors to focus on and where to target spending
- Bullfrog Power
- Hydrogenics Corporation
- BacTech Environmental
- Good Harbour Laboratories