5 important Tips for B2B Marketing Victory

If you’re a small- to midsize-sized business (SMB) and in the business-to-business (B2B) space, you know how messy the digital revolution has been in marketing and sales.

Not long ago, a sale needed some sort of human interaction -- even with the web. Now, from fact-finding to the brand-relationship building, your customers rely on the Internet to do it all.

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 SMB be found, seen and heard online.

1. The website: Your digital Asset.

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 your online presence is up to par by having an engaging customer experience, top-notch branding, and easy navigation.

2. 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.

3. Search basics: What SMBs really need to know about search.

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 (http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/), 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 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.

5.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 to making it easy to stay in touch.

1. Make social links easy to spot, so people can Like, Follow or share your content.
2. Create a simple email subscription form for newsletter or blog post distribution.
3. Don’t forget to link to your RSS feed -- some people prefer it.
4. 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.