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10 Essential Tips For B2B

Marketing In A Digital

Economy

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Whether your an enterprise or a small-to midsize-sized

business (SMB) in the business-to-business (B2B) space, you

know how messy the digital revolution has been for

marketing and sales.

Not long ago, a sale needed some sort of human interaction

— even with the web. Now, from fact-finding to brand-

relationship building, your customers rely on the Internet to

do it all.

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How can a small B2B-focused company get back into the

discussion in this age of digital selling? Here’s a guide to help

your company be found, seen and heard online.

Being found

1. The website: Your digital kingdom.

Most companies know they need to have a website but don’t

recognize just how critical it is. Your website is your digital

kingdom, a place where you can share your brand story,

connect people directly to your company and make that all-

important first impression. Make sure your online presence

is up to par by having an engaging customer experience,

top-notch branding and easy navigation.

2. Content: What’s your story?

Most companies do a great job of explaining what they do

but fail when it comes to using more dynamic content (blogs,

videos, infographics) to show how they can help. Customers

respond to relevant information and education, products

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and services come later. If you haven’t already, begin telling

your story in various formats. The more often you tell, the

more likely your story will be heard.

3. Search basics: What SMBs really need to know aboutsearch.

Being found through search — via search engine

optimization (SEO) — requires a regular stream of high-

quality and relevant content, as well as social media to boost

authority and visibility. Social media often gets pushed to the

side but according to this study, seven of the top eight SEO

factors are tied directly to social activity. So, get social! But

keep in mind, you need to be on these social-media channels

on a regular basis, otherwise, you will lose your customers’

interest.

4. Social listening: Figuring out your audience online.

Strategic social media use starts by listening to your

competitors as much as your audience, so you have a

complete view of what’s going on in your industry. Watch

what industry players and influencers say and do online, and

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pay attention to the tactics that engage thought leaders,

competitors and consumers. A great place to keep tabs on

your competition is their blog. See what they are talking

about, what their customers are saying and what pain points

are occurring.

Being seen

5. Social media: Connecting your ideas with the world.

There may be no better way to connect your ideas with the

world than through social media. It can be a terrific way to

boost your company’s visibility online. One of our strongest

recommendations is to focus on sharing highly useful and

targeted content that’s of interest to the people you want to

connect with.

6. Paid media: Placing content in the right spots.

For potentially just a few dollars a day, paid advertising on

platforms like AdWords along with social-media ads can have

their place. If you narrow your focus to a very specific

keyword or phrase that your typical client is looking for, an

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ad that sends them to a strategic landing page can be well

worth the investment. If you have no clue what keywords

your target demographic is searching for, Google provides

information on this through its AdWords platform.

7. Upcycling content: Increase visibility and your reach.

Content is often written, shared and quickly forgotten.

Upcycling is a trend to reuse and rebuild previously

published information to extend shelf life and boost visibility.

For example, you can take a blog post you wrote six months

ago and expand it in these ways:

Create a Slideshare

Recap the article in a video and post it to YouTube

Republish the article on LinkedIn

Build an infographic for more visual viewers

Expand it into a white paper

Syndicate the content to industry trade publications

8. Social selling: Moving consumers through the funnel.

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While social selling allows salespeople to use social channels

to share company’s content directly with potential or

current customers, it must be better than spam. There has

to be context for the information being shared, and the

focus should be on starting a discussion, not pushing for a

sale.

Being heard

9. Build commitment: Like, follow, subscribe.

The path doesn’t end when someone finds your company

online — your efforts are wasted if someone shows up then

leaves. Build commitment by making it easy to stay in touch.

1. Make social links easy to spot, so people can Like, Followor share your content.

2. Create a simple email subscription form for newsletteror blog post distribution.

3. Don’t forget to link to your RSS feed — some peopleprefer it.

4. For rich content like white papers or eBooks, considergated content — a tactic that exchanges basicinformation for a download. It can help you generate

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information for a download. It can help you generateleads and measure your investment, but use it sparingly.

10. Online engagement: A one-to-one conversation.

Digital marketing is about driving a better customer

experience, earning sales and retention by focusing on the

importance of one-to-one marketing. Your end goal is to

start and continue discussions that lead to new brand

advocates, new customers and long-term clients that

ultimately become referral generators.

Competing in the digital economy can seem overwhelming,

but in many ways the web levels the playing field. After all,

the best content doesn’t cost the most, rather it makes the

most effective connection with the reader. By focusing on

the essentials of being found, seen and heard online, it’s

possible to not only succeed in the digital economy, but to

relish in growth and visibility.

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