Downloaded 263 times
![Sources - 1
Baker, K. (2019, Oct 28). Social Media Marketing: The Ultimate Guide. https://blog.hubspot.com/marketing/social-media-marketing.
Access on 2020, April 17.
Barry, M. (2010). A Study of First Click Behaviour and User Interaction on the Google SERP
State of Demand Generation, 2013. Pardot.
Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Burnes, R. (2017, September 5). Study Shows Business Blogging Leads to 55% More Website Visitors. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx
Carmicheal, K. (2019, Oct 30). The 20 Quantifiable Benefits of Social Media Marketing for Business.
https://blog.hubspot.com/marketing/social-media-roi-stats. Access on 2020, April 17.
Constant Content (access on 11.10.2018).24 Blogging Stats You Need To Know
https://www.constant-content.com/content-writing-service/2018/10/blogging-stats/
Digital Marketing Institute (2019, November 15). 3 Ways to Incorporate SEO Into Your Inbound Marketing Strategy. Retrieved April 22,
2020, from https://digitalmarketinginstitute.com/en-eu/blog/3-ways-to-incorporate-seo-into-inbound-marketing-from-the-start
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/](https://image.slidesharecdn.com/thingitpresentation-200723180730/75/Marketing-Strategy-for-B2B-48-2048.jpg)
![Google Keyword planner.
https://ads.google.com/aw/keywordplanner Access on 2020, April 12
HubSpot. (2020). 2020 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. Retrieved April 22, 2020, from
https://www.hubspot.com/marketing-statistics
Ideal 2018 webinar benchmark data – Learn how well your webinar funnel stacks up,Access on 2020, April 20
https://learn.demio.com/ideal-2018-webinar-benchmark-data-learn-how-well-your-webinar-funnel-stacks-up/
Kurtz, B., & Mallozzi, C. (2019, April 15). 10 Webinar Benchmarks Every Marketer Should Know - GoToWebinar. Retrieved April 22,
2020, from https://blog.gotomeeting.com/7-webinar-benchmarks-every-marketer-should-know/
Lambert, S. (2018, Jul 10). The Best B2B Lead Gen Campaigns for Every Channel. https://blog.hubspot.com/marketing/b2b-lead-
generation. Access on 2020, April 17.
Marketing Charts. (2019, April 10). 2018 Webinar Benchmarks: 6 Highlights. Retrieved April 22, 2020, from
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108045
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved
April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
Sources - 2](https://image.slidesharecdn.com/thingitpresentation-200723180730/75/Marketing-Strategy-for-B2B-49-2048.jpg)
![Sources - 3
Semrush Analytics
https://www.semrush.com/analytics/ Access on 2020, April 12.
Social Media Examiner. (May 7, 2019). Leading social media platforms used by B2B and B2C marketers worldwide as of January 2019
https://www.statista.com/statistics/259382/social-media-platforms-used-by-b2b-and-b2c-marketers-worldwide/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from
https://solvid.co.uk/best-blog-writing-services/
Strong, F., & Ragan. (2018, June 25). Study: The perfect blog post length-and how long it should take to write. Retrieved from
https://www.ragan.com/study-the-perfect-blog-post-length-and-how-long-it-should-take-to-write-2/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-
the-average-freelance-writers-price-per-word/
Volovich, K. (2016 Apr 21). Google Adwords Benchmark data
https://blog.hubspot.com/agency/google-adwords-benchmark-data Access on 2020, April 12
Vaughan, P. (n.d.). 43% of Small Businesses Spend 6 Hours Per Week in Social Media [INFOGRAPHIC]. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/33776/43-of-Small-Businesses-Spend-6-Hours-Per-Week-in-Social-Media-
INFOGRAPHIC.aspx](https://image.slidesharecdn.com/thingitpresentation-200723180730/75/Marketing-Strategy-for-B2B-50-2048.jpg)
![Appendix G - Blog Optimization: # of Words per Post
Sources:
Brown, T. B. T. (2020, February 2). How Long Should a Blog Post Be for SEO? [Updated 2020].
Retrieved April 22, 2020, from https://hookagency.com/blog-length/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends.
Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/](https://image.slidesharecdn.com/thingitpresentation-200723180730/75/Marketing-Strategy-for-B2B-57-2048.jpg)
![Blogging Companies:
To calculate the costs for I took 7 competitor freelance blogging companies from Source Solvid.
I used the average of these 7. The average cost is x average # of words per blog post and optimal cost is x optimal # of Words.
For Freelancer Calculations:
Several Tiers of Freelance Writers: Tier 3 is the appropriate tier for Start-Up Blogs. These Writers charge between $.1-.2.
To stay on the conservative side, we chose $.2. The average blog post is 1200 words and posted 1.5x a week. Bringing the average cost
to $1480/month.
The optimal number of words is 1760 and posted 3.5x a week. Bringing the optimal cost to $4800/month.
Sources:
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-the-
average-freelance-writers-price-per-word/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best-
blog-writing-services/
-
Social Media: Average 6 hrs/week, Optimal 8 Hrs/week
Cost for freelance €35/Hr
Sources: Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Appendix H - Blogging & Social Costs](https://image.slidesharecdn.com/thingitpresentation-200723180730/75/Marketing-Strategy-for-B2B-58-2048.jpg)
More Related Content
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Marketing Strategy for B2B
- 1. Digital Marketing StrategyArya RamaKrishnan, Daniel Porto, Emily Potter Benjamin, Esther Zheng, Amrit Sagar, Jiayuan Wang
- 2. 2 Why we arehere today Thing-It’s Current Digital Marketing Social Media Usage Low High Inbound Marketing Low High Outbound Marketing Low High ● Competitor benchmarks ● Insights into digital marketing platforms & potential ● Optimization & best practices ● Lead forecasts & ROI ● Budget proposal Designing Thing-It Marketing Strategy Lead Generation: 150+ Leads How we will help:
- 3. Who are thetarget customers? Human Resources Team Cost Savings: reduce cost per new hire, reduce cost per position Employee Experience Digital Knowledge Low High IT Project Team Support: support other departments by finding technical solutions that fulfills their needs Digital Knowledge Low High Facilities and CRE Team Cost Savings: optimize office space cost for expansion, downsizing or contract renegotiation, office layout optimization Digital Knowledge Low High
- 4. Getting to knowthe competition Inbound Marketing Score OutboundMarketingScore 100200300 100 200 300 400 500 600 Legend: Direct Competition Best Practice # of Employees Inbound scores are generated using social media presence, post frequency, website score And outbound marketing instruments: SEA, social media ads & retargeting *See Appendix A and B for full table
- 5. Customer Journey Opportunities toincrease customer touchpoints with Thing-It Awareness / Attention Interest Desire Action Search for solution on internet Realize they have a problem Click on interesting page or ad Look for more information on Thing-It and/or competitors’ webpage, blogs and social media Subscribe for newsletter, follow the company on social media Fill-out contact forms requesting for more information or for a demo or for a quote Thing-It digital presence Problem 2 Capturing customers interest and desire Problem 3 Low Click-to-Lead conversion Problem 4 Ignorance to Products Problem 1
- 6. Summary of problemsand our solutions LinkedIn Ads Google SEA Blogs & Social Media Webinars Attention Desire Action Interest Problem 1: Ignorance to Products Problem 2: Lack of Digital Presence Problem 3: Interest and desire instruments Problem 4: Click to lead conversion
- 7. LinkedIn Ads Product &Brand Awareness 1
- 8. How do socialmedia ads solve problem 1? Increase Brand Awareness By driving up engagement (likes, comments, shares and reposts) (1) Product Discovery Over 50% of social media users discovers new products on those platforms (2) 01 02 03 Generate Leads and Boost Conversions Through links to your website and targeting a specific sub-audience (1) Awareness / Attention Interest Desire Action Solution to Problem 1: LinkedIn Ads (1) Hubspot - Social Media Marketing (2) Hubspot - Social Media ROI Stats
- 9. Which platform torun social media ads? Who is our ideal customer? Twitter How to reach targeted customer group? LinkedIn Facebook Human Resources Facilities & CRE IT Projects Match! Demographic Profile Website Behavior Facebook Activity Demographic Profile Interest Event Conversation Location Industry / Company Job title / Department Solution to Problem 1: LinkedIn Ads
- 10. Only LinkedIn allowsspecifically targeting HR, Facilities and CRE and IT team Why use LinkedIn Ads? Who is our ideal customer? LinkedIn Match! Location Industry / Company Job title / Department Solution to Problem 1: LinkedIn Ads Audience Targeting by job experienceTraffic numbers in Germany: Source: (1) Similarweb (access on 30.03.2020) Large Reach 21 mio visits per month(1) Drive Traffic 7 redirections To an external link per LinkedIn visit(1)
- 11. Low Quantity ofPost but New Content Each ad has a different content. Most posts drive to a landing page How competitors are using LinkedIn Ads Solution to Problem 1: LinkedIn Ads #Sponsored Posts in the past 6 months NewContent 50 HighLow High Quantity of Post but Old Content Segmentation & A/B testing purpose: different formats, contents and CTAs See Appendix C and D for more details on competitors Direct Competition Best Practice # of employees LEGEND:
- 12. Best ways toimplement LinkedIn Ads Solution to Problem 1: LinkedIn Ads Visits to Website Learn More Get Quote Request Demo Subscribe Register Join / Attend Download Build-in Form Learn More Get Quote Subscribe Register Download
- 13. Key yearly resultsfor LinkedIn campaign Clicks / Visits Leads Impressions 91,600 - 422,200 414 - 1,374 33 - 117 CTR: 0.33% - 0.45% (1) Click-to-Lead: 7.7% - 8.3% (Average)(2) Source: (1) Data simulated with LinkedIn Campaign Manager.(2) Click-to-Lead rate for Build-in-form is given by LinkedIn and 1.95% for Visits to Website (Hubspot) Total Cost 1.9 TEUR to 4.3 TEUR Return 18 TEUR to 65 TEUR See details on the Return (CLV) on Appendix E See details on the costs on Appendix F Recommendation: Run LinkedIn campaign testing the two strategies and different CTAs, 5 days per month Solution to Problem 1: LinkedIn Ads ROI: 275% - 787%
- 14. Search Engine Advertising OnlinePresence 2
- 15. How does SEAsolve problem 2? B2B Buyers return to research 2- 3 times (1) Awareness / Attention Interest Desire Action Solution to Problem 2:SEA 78% B2B Buyers start the purchase process with a Google search (1) 70% Source: (1) State of Demand Generation, Pardot 2013
- 16. INTEGRATED WORKPLACE MANAGEMENTSYSTEMOFFICE SPACE ANALYTICSOFFICE OCCUPANCY SENSOR How competitors are performing on search engine Main competitors are on the1st page of Google search result 68% never scroll past the 1st page(1) Organic (SEO) or Paid (SEA) Solution to Problem 2: SEASource: Barry, (2010). A Study of First Click Behaviour and User Interaction on the Google SERP.
- 17. Best ways tooptimize Search Engine Marketing Personalize Ads and Landing Pages Clear Call to Action Solution to Problem 2:SEA
- 18. Best ways tooptimize Search Engine Marketing SEA/SEO requires continuous effort TEST ANALYZEREPEAT OPTIMIZE Improve bidding strategy Keywords Ads Landing Page CPC Bid x Ad quality Solution to Problem 2: SEA
- 19. Key yearly resultsfor SEA campaign Clicks / Visits Leads Impressions 44000(1) - 180000(2) 2800 - 4200 36 - 84 CTR: 5% - 7.5% (1) Click-to-Lead: 1.5% - 2.7%(3) Total Cost €6500 Return6.2 to 10.2 TEUR Solution to Problem 2: SEA Source: (1) . Data simulated with Google Keywordplanner (2) total DACH research volume. Google keywordplanner (3) Hubspot ROI: 610% €350 - €550/month
- 20. Blogging Creating Interest andDesire 3
- 21. How does creatingblog content solve problem 3? Frames your product as the solution. Customizable for target groups Helps both SEO & direct sales 01 02 03 Establishes Thing-It as an authority Awareness / Attention Interest Desire Action Solution to Problem 3: Blogging Stepping stone for full social media marketing Source: Hubspot Social Media
- 22. Why use blogging? ➔70% of marketers are actively investing in content marketing. ➔ Over 75% of internet users say they read blogs regularly (1) Solution to Problem 3: Blogging n=1531 (2) Sources: (1) Hubspot Marketing Statistics (2) Hubspot Marketing Statistics, Hubspot Burnes, Digital Marketing Institute
- 23. Do your competitorsblog? No Blog Of 7 direct competitors assessed, 6 had a blog. Solution to Problem 3: Blogging
- 24. Best ways toimplement blogs (quantity) Solution to Problem 3: Blogging (1) Sources: (1) Hubspot Marketing Statistics, Ragan (2) OrbitMedia, Hubspot (3) Hubspot Marketing Statistics Marketers who prioritize blogging efforts are 13x more likely to see positive ROI (3) (2) See Appendix G for more information
- 25. Best ways toimplement blogs (quality) Personalized Calls to action Quality Content Solution to Problem 3: Blogging See Appendix K for Blog Optimization - Analysis & Metrics
- 26. Social Media Creating Interestand Desire 3
- 27. How does socialmedia solve problem 3? Create Brand Affinity Increase Conversion Opportunities 01 02 03 Encourage Interaction Solution to Problem 3: Social Media Awareness / Attention Interest Desire Action
- 28. How can blogcontent be used for social media? Blog/ Landing Page Blog Content Long-lasing articles • FAQ Target Audience: Tech enthusiast Short & Sweet, Timely topic • Company Story/ News • Industry Trend/ Insights Target Audience: SmartBuilding Fans Interaction, Chats/ Discussion • Customer Education • Product Introduction • Best Practice Solution to Problem 3: Social Media 66%(1) Source: (1) Constant Content (access on 11.10.2018) • Company Story/ News • Industry Trend/ Insights • Customer Education • Product Introduction • Best Practice
- 29. Why use socialmedia? Solution to Problem 3: Social Media Top 3 used social media platform(1) Source: (1) Statista Majority of B2B companies use social media
- 30. How competitors areusing social media? Solution to Problem 3: Social Media Hot TopicHashtag More In-depth Content Social Media Presence Thing-It vs Industry Average For more tips, see Appendix I
- 31. Option 2: Hirea Company (1) Average Cost: €780/Month Optimal Cost: €3140/Month Blogs & Social Media: How much will it cost? How Much Does Blogging Cost? Option 1: Do it Yourself Average Cost: 4 Hrs/Post Optimal Cost: 6 Hrs/Post Solution to Problem 3: Blogging + SM What About Social Media? Option 1: Do it Yourself Average Cost: 6 Hrs/Week Optimal Cost: 8 Hrs/Week (3) Average Cost: €2095/Month Optimal Cost: €5360/Month (1) Solvid (2) Clearvoice, ContentFly (3) Hubspot Vaughan(4) SocialMediaStrategiesSummit, MavSocial Option 3: Hire A Freelance (2) Average Cost: €1375/Month Optimal Cost: €4400/Month Option 2: Hire A Freelancer Average Cost: €720/Month Optimal Cost: €960/Month (4) See Appendix H for Calculations
- 32. Key yearly resultsfor blogs & social media Prior Leads New Leads (84) 1-2 per Week 106 ROI:165% €66.5 TEUR Return Total Cost €25 TEUR Solution to Problem 3: Blogging + SM
- 33.
- 34. Solution to Problem4: Webinars How do webinars solve problem 4? Showcase your Product & Services Enhance brand value In person conversation increases your product acceptability multifold 01 02 03 Live conversation with your potential clients The most important step! Every other step is in vain if customers do not Act This is time for CALL TO ACTION Awareness / Attention Interest Desire Action
- 35. Why use webinars? ●10x more conversion rate than any other digital marketing tool. ● Apart from confirmed leads, it generates equal number of follow up leads as well. ● Immediate first impression feedback from attendees. Solution to Problem 4: Webinars
- 36. Do your competitorsorganize webinars? 5 out of the 8 competitors host webinars Solution to Problem 4: Webinars
- 37. Best ways toimplement Record and Replay Webinars Connect through Social Network Between 30 - 45 minutes Q&A at the end Solution to Problem 4: Webinars
- 38. Key yearly webinarresults Clicks / Visits Impressions Orders 4700(1) - 13700(2) CTR: 5% - 7,5% (1) Click-to-Lead: 1.5%(3) Lead to Order: 10% (assumption) Attendees Q & A Registration Leads 700-800 280-360 100- 140 60-80 CTR: 30% -33% (1) Click-to-Lead: 30% (2) Lead to Order: 70%(3) Total Cost €1000 to €3000 Solution to Problem 4: Webinars Sources: (1) Zoominfo (2) MarketingCharts (3)GotoMeeting Webinar is not a standalone tool. It incorporates other digital marketing tools to complete the journey.
- 39.
- 40. What matters most:analyze data & optimize solutions TEST ANALYZEREPEAT OPTIMIZE Find your CLV Find your ROI Recalculate Bids Adjust & Retarget A/B Test Performance Metrics See Appendix J & K for more information
- 41. Solutions Summary LinkedIn Ads Problem1 Product Awareness Key Metrics Impressions, Clicks, CTR and Cost per Lead Low High Cost Low High ROI Blog & Social Media Problem 3 Interest & Desire Creation Key Metrics Visits, shares, engagement, bounce rate, time on page Low High Cost Low High ROI Google SEA Problem 2 Online presence Key Metrics Impressions, Ranking, CTR and Ad score and CPC Low High Cost Low High ROI Low Low Webinars Problem 4 Click-to-Lead Conversion Key Metrics Registrations, Attendees, QA participants, leads High Cost High ROI 60 leads106 leads55 leads75 leads
- 42. Cost/Effort vs BenefitMatrix Effort/Cost Level PotentialBenefit Legend: Inbound Instruments Outbound Instruments Effort/Cost Scores generated using hours spent and hard costs for each tool Potential Benefit scores generated from CLV uplift Blog + Webinars
- 43. Budget and Outcomes- Within Budget €42Cost per Leads €118 €237 €100 Leads 37 27 53 30 148 Blogs + Webinars Total Budget: €20,400 Leads: 148 See Appendix L for full table
- 44. Budget and Outcomes- Recommended €42Cost per Leads €118 €237 €50 Leads 75 55 106 60 296 Blogs + Webinars Total Budget: €38,000 Leads: 296 See Appendix L for full table
- 45. Problem 1 Product Awareness Problem3 Interest & Desire Creation Problem 2 Online presence Problem 4 Click-to-Lead Conversion Blog + Webinars Solutions Executive Summary Leads Budget 296 €38,000 Inbound MarketingOutboundMarketing Thing-It’s Digital Marketing: Future Outlook
- 46.
- 47.
- 48. Sources - 1 Baker,K. (2019, Oct 28). Social Media Marketing: The Ultimate Guide. https://blog.hubspot.com/marketing/social-media-marketing. Access on 2020, April 17. Barry, M. (2010). A Study of First Click Behaviour and User Interaction on the Google SERP State of Demand Generation, 2013. Pardot. Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/ Burnes, R. (2017, September 5). Study Shows Business Blogging Leads to 55% More Website Visitors. Retrieved April 22, 2020, from https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx Carmicheal, K. (2019, Oct 30). The 20 Quantifiable Benefits of Social Media Marketing for Business. https://blog.hubspot.com/marketing/social-media-roi-stats. Access on 2020, April 17. Constant Content (access on 11.10.2018).24 Blogging Stats You Need To Know https://www.constant-content.com/content-writing-service/2018/10/blogging-stats/ Digital Marketing Institute (2019, November 15). 3 Ways to Incorporate SEO Into Your Inbound Marketing Strategy. Retrieved April 22, 2020, from https://digitalmarketinginstitute.com/en-eu/blog/3-ways-to-incorporate-seo-into-inbound-marketing-from-the-start Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
- 49. Google Keyword planner. https://ads.google.com/aw/keywordplannerAccess on 2020, April 12 HubSpot. (2020). 2020 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. Retrieved April 22, 2020, from https://www.hubspot.com/marketing-statistics Ideal 2018 webinar benchmark data – Learn how well your webinar funnel stacks up,Access on 2020, April 20 https://learn.demio.com/ideal-2018-webinar-benchmark-data-learn-how-well-your-webinar-funnel-stacks-up/ Kurtz, B., & Mallozzi, C. (2019, April 15). 10 Webinar Benchmarks Every Marketer Should Know - GoToWebinar. Retrieved April 22, 2020, from https://blog.gotomeeting.com/7-webinar-benchmarks-every-marketer-should-know/ Lambert, S. (2018, Jul 10). The Best B2B Lead Gen Campaigns for Every Channel. https://blog.hubspot.com/marketing/b2b-lead- generation. Access on 2020, April 17. Marketing Charts. (2019, April 10). 2018 Webinar Benchmarks: 6 Highlights. Retrieved April 22, 2020, from https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108045 Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from https://mavsocial.com/how-much-charge-social-media-management/ Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/ Sources - 2
- 50. Sources - 3 SemrushAnalytics https://www.semrush.com/analytics/ Access on 2020, April 12. Social Media Examiner. (May 7, 2019). Leading social media platforms used by B2B and B2C marketers worldwide as of January 2019 https://www.statista.com/statistics/259382/social-media-platforms-used-by-b2b-and-b2c-marketers-worldwide/ Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best-blog-writing-services/ Strong, F., & Ragan. (2018, June 25). Study: The perfect blog post length-and how long it should take to write. Retrieved from https://www.ragan.com/study-the-perfect-blog-post-length-and-how-long-it-should-take-to-write-2/ Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats- the-average-freelance-writers-price-per-word/ Volovich, K. (2016 Apr 21). Google Adwords Benchmark data https://blog.hubspot.com/agency/google-adwords-benchmark-data Access on 2020, April 12 Vaughan, P. (n.d.). 43% of Small Businesses Spend 6 Hours Per Week in Social Media [INFOGRAPHIC]. Retrieved April 22, 2020, from https://blog.hubspot.com/blog/tabid/6307/bid/33776/43-of-Small-Businesses-Spend-6-Hours-Per-Week-in-Social-Media- INFOGRAPHIC.aspx
- 51. Appendix A -Competition Digital Marketing Statistics
- 52. Appendix B -Getting to know the competition Thing Dust Competition: Direct Employees: 6+ Inbound Marketing Low High Outbound Marketing Low High Tools: SEA, Social Media iotspot Competition: Direct Employees: 5+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Social Media, SEA Locatee Competition: Direct Employees: 35+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Webinars & Videos, LinkedIn Ads Spacewell Competition: Direct Employees: 180+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Webinars & Videos, LinkedIn Ads
- 53. 53 ads Ads Content MostlyVideos (>30s). Landing page request contact info first ThingDust, OpenSensors and IoT Spot did not use LinkedIn Ads in the past 6 months 14 ads Ads Content Demos, Case Studies, Webinars, Videos (5 to 10 seconds) Appendix C - How Competitors are using LinkedIn Ads 57 ads Ads Content Mostly Guides, using LinkedIn Build-in Forms 11 ads Ads Content Videos (varied length) and success cases from customers Solution to Problem 1: LinkedIn Ads 84 ads Ads Content Several white papers and reports for download
- 54. Appendix D -How Competitors are using LinkedIn Ads Solution to Problem 1: LinkedIn Ads
- 55. Appendix E -CLV Calculation Thing-It Assumption on Retention Rate: 40%-50% Retention Rate Research to Confirm (Source): Campbell, P. (2020, February 8). The World's Largest Study on SaaS Churn - Part 1. Retrieved April 22, 2020, from https://www.profitwell.com/blog/saas-churn-benchmarks-mrr- churn-study Margins: Provided by Thing-It
- 56. Appendix F -LinkedIn Ads: Summary of Costs and Key Results Build-in Form Visits to Website HR Facilities & CRE IT HR Facilities & CRE IT Target Audience Size 120,000+ 7,800+ 9,200+ 120,000+ 7,800+ 9,200+ 30-day spend €200 - €360 €140 - €360 €160 - €360 €180 - €360 €130 - €360 €180 - €360 30-day impressions 15,000 - 66,000 2,100 - 9,100 4,200 - 19,000 15,000 - 71,000 2,300 - 11,000 7,200 - 35,000 30-day clicks 50 - 250 18- 41 14 - 70 87 - 210 13 - 31 35 - 85 CTR 0.19% - 0.43% 0.21% - 0.50% 0.18% - 0.42% 0.30% - 0.45% 0.28% - 0.42% 0.25% - 0.37% 30-day leads 10 - 36 0 - 1 4 - 15 Total 30-day spend: from 990 EUR to 2,160 EUR Key Results: ● 30-day clicks: 135 - 326 (not necessarily will fill out the contact form from Thing-It website) ● 30-day leads: 14 to 52 leads (using LinkedIn build-in form. Does not mean it is a qualified lead) Solution to Problem 1: LinkedIn Ads
- 57. Appendix G -Blog Optimization: # of Words per Post Sources: Brown, T. B. T. (2020, February 2). How Long Should a Blog Post Be for SEO? [Updated 2020]. Retrieved April 22, 2020, from https://hookagency.com/blog-length/ Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
- 58. Blogging Companies: To calculatethe costs for I took 7 competitor freelance blogging companies from Source Solvid. I used the average of these 7. The average cost is x average # of words per blog post and optimal cost is x optimal # of Words. For Freelancer Calculations: Several Tiers of Freelance Writers: Tier 3 is the appropriate tier for Start-Up Blogs. These Writers charge between $.1-.2. To stay on the conservative side, we chose $.2. The average blog post is 1200 words and posted 1.5x a week. Bringing the average cost to $1480/month. The optimal number of words is 1760 and posted 3.5x a week. Bringing the optimal cost to $4800/month. Sources: Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/ Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-the- average-freelance-writers-price-per-word/ Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best- blog-writing-services/ - Social Media: Average 6 hrs/week, Optimal 8 Hrs/week Cost for freelance €35/Hr Sources: Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/ Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from https://mavsocial.com/how-much-charge-social-media-management/ Appendix H - Blogging & Social Costs
- 59. Appendix I -Best ways to implement social media content Solution to Problem 3: Social Media 01 Thing-It is a smart building expert, problem solver, solution provider Set Persona and showcase expertise 02 Consistent tone and feel in all communication channels 03 • Ask questions to keep customer wanting, needing more • Let people in on a secret • Create a list of mistake people should avoid Create attractive headlines +10%Clicks Source: (1) Hubspot (Access on 19.03.2015) - See Appendix
- 60. Appendix J -LinkedIn optimization Solution to Problem 1: LinkedIn Ads Cost per Lead CTR(ClickThroughRate) HighLow Low High # of clicksLEGEND: Increase budget for campaigns with Low Cost per Lead and High CTR, specially those with high # of clicks. Cross analyze performance metrics with audience characteristics to improve targeting Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 6 Most Important Performance Metrics: ● Impressions: the higher the better ● Clicks: the higher the better ● CTR: the higher the better ● Cost per Lead: the lower the better ● Budget Consumption ● Cost per Click ● Cost per Order
- 61. Appendix K -Blog optimization Blogging/Social Media Overall Success: ● # Subscribers ● Leads from the blog ● Customers from these blog leads Individual Post Success: ● Post visitors ● Engagement ● Leads from Post ● Shares ● Social Media Metrics Find your CLV Find your ROI conversions Shares Subscribers
- 62. Appendix L -Budget & Outcomes Table Option 1: Within Budget Marketing Instrument Cost Leads Cost per Leads 3,150 75 42 6,500 55 118 Blogs + 25,140 106 237 Webinars 3,000 60 50 Total 37,790 296 Option 2: Recommended Cost Leads 1,575 37 3,250 27 12,570 53 3,000 30 37,790 148