How to Build a Solid B2B Digital Marketing Strategy

August 19, 2014 By

Chris Lau
One of the toughest challenges in building a successful B2B Internet marketing strategy is figuring out where to start. B2B marketing is a challenge for most companies as they don’t get the quick satisfaction that B2C companies do. Building a solid B2B Digital marketing strategy is vital to a company’s overall marketing plan. Over the years, we have uncovered some key areas to help B2B businesses improve their Internet presence, while increasing leads.
Here are some tips to get you started on your B2B Internet marketing plan:
1. Establish Trust
There is nothing more critical for a B2B company than to establish trust on the Internet. Make sure the tone and statements throughout your website and Digital marketing materials are consistent with your overall company philosophy. Here are some ways to establish trust:
  • Adding actual images of your operation to your website – Prospective clients love to get an inside look into your offices and operations. It makes it feel like your company has nothing to hide.

  • List your accomplishments – Whether it is the number of years your business has been around or the number of awards you have received, showcasing these things puts the prospect at ease with doing business with you.

  • Upgrade your About Us page – Most new customers will go straight to your About Us page to get background information on your company to make sure they want to work with you. The more information you can provide to prospects, the more likely they’ll feel comfortable working with you.
2. Make Information More Accessible
There is no greater frustration for a potential customer than not being to find the information they need on your website. Here are some ways to provide more information:
  • Provide documents on your website such as PDFs, calculator tools, and other materials. Studies have shown customers engage more with a website when there are documents and tools to interact with.

  • Limit the amount of clicks needed on the website to access certain documents. The harder it is the find, the less they are likely to do business with you.

  • Make sure the content on your website is easy to read and not filled with a bunch of technical terms. You must write as if the clients have no understanding of what you do.
3. Social Media Does Work
Creating a social media plan can be daunting for most B2B companies. Social media is here to stay whether we like or not, though the platforms may change. As such, it is critical to make sure that your company stays up-to-date with some of the most popular social media sites out there such as Facebook, Twitter and LinkedIn. While the process can be slow, the rewards can be huge. Here are some ways to build a social media presence:
  • Make sure you have a business profile on all major social media sites. This is critical, as these social media sites will provide your company with a lot of SEO value.

  • Seek reviews/testimonials – Nothing gains more trust to a prospective customer than reading positive reviews or testimonials from customers you have worked with. Having these displayed on your website and social media pages will only solidify your position in the market.

  • Be transparent – Interact with your customers by utilizing the social media sites. It’s the best way to get instant feedback and can help you improve on certain areas of your company.

  • Have fun – The idea that your business is not always about business is key to a lot of prospective customers. They want to know that your company can relate to their needs and can have fun while doing it.
Our tips are designed to guide you in building a solid foundation for your Digital marketing strategy. If you are a B2B business and are looking to start improving your online presence, contact us or give us a call at (407) 682-2222.

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