Welcome to our third in a series of posts for B2B businesses! Today we will focus on the importance of marketing.
Why Do I Need Marketing?
Sadly, having even the most outstanding web presence will not guarantee your success if no-one knows your site is out there. According to Internet Live Stats, there are over 1 billion websites live today, and counting. With so much competition, it’s necessary to make some effort to stand out. Whether you’re simply letting your customers know you’re there, strengthening brand recognition or sending out a quick reminder, Marketing can increase site traffic and conversion.
Where Should I Begin?
Marketing encompasses so much that the idea of starting from scratch can be daunting. Take a look at the ideas below to get started.
Invest in SEO
SEO stands for search engine optimization, and is all about helping your website appear on search engine results pages, for example on Google, when a user searches for a word or phrase related to your business. Improving your SEO is key to making sure users can find your website. Improving your SEO improves website traffic and ultimately, conversion. For local B2B businesses, local listings and location keywords can help you stand out.
As Moz explains, search is growing at nearly 20% a year. SEO will continue to play an important role in the lives of marketers for years to come.
Study Your Competitors
Look to your competitors for ideas on where you can improve. Choose competitors that you feel you can learn something from in terms of their marketing tactics. What kind of tactics are they using? Do they have social media pages? Do they always rank number one for a keyword you value? Try signing up to competitors’ mailing lists to see the quality of their email campaigns and how frequently they choose to send.
Know Your Customers Online Habits
Knowing who your customers are is essential to successful marketing. Ensure you know your target demographic, and their online habits. Do your customers often make use of the web? Do they regularly check their email? Would direct mail make you stand out? Think about what your customers want to receive, not just what you want to send them.
Create a Marketing Strategy
A marketing strategy will help you plan for the season or year ahead.
First of all you will need to define your main objectives/goals for your site.
Remember there are two target segments you are marketing to – existing customers, and new potential customers.
Plan out when various campaigns will go out, when you plan to write blog posts, social media posts, whitepapers or articles.
Mark any trade shows or events that will take place that you can tie your marketing campaigns to.
Don’t forget to assign these marketing tasks to team members – work out whether marketing is something you can tackle in-house, or something you need to consider outsourcing.
Make an effort to personalize the online experience around user journeys specific to your goals and segmented user types.
Take an Omnichannel Approach
Omnichannel marketing refers to creating a seamless experience for your users across all channels – form email to mobile to locations and distribution centers.
Consistency in terms of branding and messaging is key to omnichannel marketing success. Aim to make the process of engaging with your brand effortless for your customers.
Need Marketing Help?
If you need help getting started or don’t have the capacity to manage your marketing alone, Americaneagle.com is here to help.
Contact Us Today!