5 Marketing tips for your B2B Company in a Digital Era


If you run a startup or a medium-sized company and you are in the business-to-business (B2B) sector, you are familiar with how tough the digital revolution has been for sales and marketing.
A little more than a decade ago, a sale was usually closed with some type of human contact, even if it began online. Today, from research to brand-relationship development, your customers depend on the internet to complete it all.

How can a startup B2B company compete with other established businesses and remain relevant in this era of digital marketing? The following guide will help your SME be discovered, seen and heard online.
Being discovered

  1. The Website: Your digital territory
Most companies know that their business should have a website, but they don’t understand exactly how vital it is. Your website is your digital territory, a place where you can tell your brand story, share, and connect people directly to your business. Your website is an important brand touchpoint and can be used to make a good first impression. Ensure that your online presence is strong by having an engaging user-experience, excellent branding and simplified navigation.
Every firm must have a website, no matter its function. Some websites may be very busy platforms for e-commerce, while other may be used to build relationships like a consultation practice. Either way, it places your company in a position to be noticed. The foundation of an effective business website is hugely reliant on finding the right domain name. Registrars like Freeparking.co.nz make this easy today.

2 Content: Learn brand storytellingIs your business digitally savvy? There are companies that can describe what they do in so many words, but fall short in media used to convey the message. In the digital era, a single content medium will fail to have a wide reach. Dynamic media, such as webinars, videos, blogs, social media content, infographics and similar materials, is effective in telling your brand story. They appeal a wider audience group and increases the credibility, as well as authority, in your digital niche.

Customers respond to relevant information and learning first, your product or service offering may follow. If you haven’t started, make it a priority to engage other formats for storytelling.

3 Search Basics: What SMEs should know about search
Being discovered via search—through search engine optimisation or SEO—requires a consistent availability of high-quality and relevant content, as well as social media to promote visibility and credibility. Many marketers tend to ignore social media marketing, but according to a recent study, it accounts for seven out of eight top SEO strategies.

Your business should get social, identify where the bulk of your customers meet and start engaging them on those networks. Integrate social media campaigns into your marketing strategy. Mind you, you need to be present on your accounts regularly, otherwise, your customers will lose interest and leave.

4 Social listening: understanding your clients online
Strategic use of social media involves listening to your competitors as much as you do your audience in order to understand what is happening in your industry. Pay attention to what key players in your industry are doing online. Study the tactics being used by thought leaders, competitors and consumers. One good source of information about your competitors is their blog; visit it regularly to find out what they are up to. However, this shouldn’t divert focus from your company’s objective.

Use the information obtained to benchmark and adopt industry best-practices. Social listening can keep you a step ahead and guide you towards informed business decisions. Most relevant news breaks first on social media before they become viral. If your business is an avid social listener, you will be able to catch it and use it to your advantage.

5 Paid Media: placing content in the right locations
You can boost your SEO activities by combining them with paid advertisements online. For a relatively fair amount daily, you can place online ads in strategic places where your potential customers will see them. AdWords, enable businesses become visible when a person is searching the internet for a service using a particular set of keywords relevant to their product or service.

A combination of SEO and PPC (pay-per-click) can drive traffic to your website and increase conversion rates. There are available tools to study consumer behaviour on your website so that you can optimise it for improved results.

Companies must be aware of the wide-reaching opportunities the digital scene presents for their businesses. While traditional marketing channels are still relevant, many startups have recorded significant success by combining both strategies as part of their marketing efforts.

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