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PPC ADVERTISING - SEM - SMM - TRAFFIC GENERATION
AUDIENCE ACQUISITION - CUSTOMER CONVERSION

 360 Degrees Approach to Online Advertising

Digital Marketing for B2B Companies

B2B Projects are significantly different from B2C projects.
They require a thorough understanding of the client's industry and marketing purposes.
B2B Websites will usually not draw as much traffic as B2C ones, but the value per click (ie potential income from a visit) is much higher.
They sometimes include long sales cycles, and make conversion (leads or project sign) tracking more complex.

Description

IBD is a pharmaceutical contract research organization specialized in the digestive tract diseases, notably Inflammatory Bowel Disease (Ulcerative Colitis and Crohn's disease). Its clients are pharmaceutical and food ingredient companies.

Web Marketing Campaign Objectives:

  • Use internet as an additional channel to generate B2B prospects.
  • Increase visibility

Business Challenges:

  • The pharmaceutical industry is a late adopter of Internet
  • Restrictions on what can be advertised in the medical world (in Europe, medicine cannot be advertised for)
  • The main difficulty is to provide visibility and identify searches that come from pharmaceutical professionals and not from patients.

Project Execution

Technical Challenges:

  • Internet statistics and traffic inherits from a lot of "noise" from patients (subject to the disease) which need to be cleared in order to reach real business leads
  • Understanding of the terminology of Intestinal Biotech Development and become very accurate in the use of terms such as PPAR, In vivo assays, pre-clinical studies etc.. in order to make sure Search Engine Marketing campaign brings targeted traffic from professionals.
  • Web site was built using in an obsolete Content Management System and needed to be rebuilt

Project execution:

  • Google Adwords in order to identify niche search terms
  • Search Engine Optimisation Campaign including full re-write of website content
  • Subscription to vertical directory in pharmeceutical and food ingredient industries

Description

Global MeteOcean is a leading provider in the field of weather support for several industries. Its vocation is to provide a complete range of real-time specific and customized meteorological support in marine or land environments. Clients are mainly aerospace, shipping, sports, insurance industries.

Web Marketing Campaign Objectives:

  • Make use of the Internet to attract leads and generate industry contracts

Business Challenges:

  • A global industry with very strong online competition from generic regional or national meteorological services

Project Execution

 Technical Challenges:

  • Targeting a worldwide B2B clientele
  • Competing with Regional and National meteorological services, themselves B2C websites with a very strong web presence
  • A good undestanding of the technology used by (waverider buoys, WRF, SWAN model) Global Meteocean in order to write relevant content.
  • A good understanding of the search team used by professionals as opposed to the public looking at weather forecast (eg "shipping weather routing" as opposed to "weather forecast".

Project execution:

  • Significant web content content re-write
  • Search Engine Optimisation Campaign- 6 months
  • Weekly ranking reporting for all targeted keywords and search engines
  • Google Adwords Campaign - Ongoing
  • KPI follow up through Web Analytics
  • Professional social media marketing: Vertical directory identification and subscription
You are here Digital Marketing for B2B Companies