How to design and execute a successful digital marketing campaign for a SAP partner?
The campaign objective is to generate demand or qualified leads to increase sales. How to generate demand through a successful digital marketing campaign?
The decision makers and influencers we want to reach with the campaign are medium and large companies Purchasing Managers, Technology Managers, Business Managers and CEO´s. These are busy people with many responsibilities. They may have little time to see digital marketing messages, but nevertheless they must be updated with technology. How do we deliver the marketing message to them? What message do we deliver to them?
Some of the questions we must ask are during the consulting and strategy phase are the following:
What and where do they search in Internet?
What social network do they use?
Where do they read the daily news on the Internet?
How much time do they have to consume digital content?
What kind of content are they interesting in? What content format do they prefer?
Would they be interested in attending a live webinar? Or rather watch a video on their phone or tablet?
What topics would be interesting for these people? How do we nurture them? What do they need?
We will try to answer each of these questions, one by one and then we will design the campaign strategy:
What and where do they search in Internet?
Chances are that if some of these people need to find a short list of SAP Partners, they will search in Google, with some words and phrases related to their needs. To warranty that our customer appear at the Google search results we can design and execute a Google AdWords campaign for the selected countries. The second element of the campaign is the production and frequent publication of relevant content of text and images on the blog of the company to ensure at a reasonable time positioning the company at the top of organic search results on Google. With these two elements we warranty the positioning of the company in the search results on Google.
What social network do they use?
It is likely that these people have an account on Facebook and Twitter; however this does not help us much help because Facebook and Twitter do not segment their databases by job position or companies. However LinkedIn Ads can target users for these variables, so we can reach these people through LinkedIn Ads. Here we have the fourth element of the campaign: Company page on LinkedIn and LinkedIn Ads campaign.
Where do they read the daily news in Internet?
Corporate executives usually read daily news from their country in one or several news websites, the most important and relevant. Here appears the fifth element of the campaign: a Google AdWords Display campaign to display Ads at these news websites when these target executives read the news.
How much time do they have to consume digital content?
Corporate executives are busy and stressed people; they do not have much time to process new content, but must be updated of the latest trends in the technology industry. Here appears the sixth element of the campaign: production, publication and distribution of relevant content short and easy to use format, maybe short videos
What kind of content are they interesting in? What content format do they prefer?
Perhaps the need for corporate executives is to be informed of the latest trends in the technology industry, but also the need of the advertiser is to position their brands and company in the market. Perhaps corporate executives do not have much time to read a lot of information, but maybe if you have time to watch videos of very short duration. Production, publication and dissemination of videos of very short duration (one to three minutes) with trends in the technology industry and brands of the company: Here is the sixth element of the campaign.
Would they be interested in attending a live webinar? Or rather watch a video on their laptop, tablet or mobile phone?
Webinars or digital live seminars on platforms of digital video conferences as Cisco Webex, Citrix Go To Meeting, or Adobe Connect is an extraordinary tool to generate demand, but have the particularity that they are live and not all executives will attend the live session, but they can watch the recording of the webinar later on their computers or phones. Here we have the seventh element of the campaign: Production, implementation, publication and distribution of Webinars on topics of interest to business executives.
What topics would be interesting for these people? How can we nurture them? What do they need?
The corporate executives know they must keep up with the technology to be competitive. Then we can produce content in 3 areas in particular: i) market trends, ii) new products, iii) leading brands. Here we have defined the content topics for the content campaigns.
We can summarize the main elements of the digital marketing campaign to generate demand or qualified leads for a SAP partner that sells software solutions to medium and large companies in several countries as follows:
Google AdWords Search campaign.
Google SEO campaign.
LinkedIn Ads campaign.
Google AdWords Display campaign.
Videos campaign.
Live Webinars campaign.
Email marketing campaign
These digital marketing campaigns will be tested and adjusted every week, month and quarter. The campaign with better results will be increased and the campaign with poor results will be decreased.
This article was written by Julio Sanoja Rial, CEO & Founder at LeAds, a Digital Marketing Agency for B2B Small Business that you can visit at www.msalesleads.com
You can read our previous article in the following link:
https://www.msalesleads.com/digital-marketing-consulting-for-b2b-small-business/
