THE ESSENTIAL GUIDE TO B2B MARKETING IN A DIGITAL ECONOMY презентация

you’re in the business-to-business (B2B) space – you’ll know how messy the digital revolution has been for marketing and sales

–
even with the web


Now, from fact-finding to brand relationship building, your customers rely on the Internet to do it all

in this age of digital selling?

Here’s a guide to help your SMB be found, seen and heard online

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.

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 and services come later.

Being found through search -- 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.

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 pay attention to the tactics that engage thought leaders, competitors and consumers.

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: focus on sharing highly useful and targeted content that’s of interest to the people you want to connect with. Popular memes get attention, but they do little to build a brand; don’t let them distract you.

social media ads can have their place -- for potentially just a few dollars a day. If you narrow your focus to a very specific keyword or phrase that your typical client is looking for, an ad that sends them to a strategic landing page can be well worth the investment.

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

sales professionals use social channels to share your company’s content directly with potential or current customers. It can be a terrific way to put your brand on the radar — but 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.

finds your company online; your efforts are wasted if someone shows up then leaves. Build commitment by making it easy to stay in touch.
Make social links easy to spot, so people can Like, Follow or share your content.
Create a simple email subscription form for newsletter or blog post distribution.
Don’t forget to link to your RSS feed -- some people prefer it.
For rich content like white papers or eBooks, consider gated content -- a tactic that exchanges basic information for a download. It can help you generate leads and measure your investment, but use it sparingly.

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.

ways the web levels the playing field. After all, the best content doesn’t cost the most, it connects the most effectively.

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.

with brands big and small to help them be found, seen and heard in a cluttered digital world. A regular contributor to Forbes, Entrepreneur and Huffington Post, he is also the author of two books, a business professor and a huge fan of watching his daughters play soccer.

Dan Newman
President of Broadsuite

@danielnewmanuv dnewman@broadsuite.com