Anyone engaged in Business to Business (B2B) marketing and sales can attest that it is not an easy task. B2B conversion requires research, marketing skills and aptitude, and – above all else – perseverance. As a small business owner, I perform both marketing and sales functions for my agency. This can be both challenging and insightful at the same time, and over the years I’ve learned a few helpful techniques in courting potential clients and working with them after conversion. Here are a few lessons I’ve learned along the way in my career:
Today’s web is fiercely competitive. Staying relevant is no longer simply a matter of having a website – you need to keep a close eye on your competition and see what they are doing, and ensure that your own efforts do not fall behind. And don’t think that because you were ahead of the curve a year ago that you are still there today, either. The web is evolving at an ever-increasing pace, and technologies and practices that were once cutting-edge can (and do) quickly become dated.
Most people have heard of the term Search Engine Optimization (or SEO), and understand its impact on the effectiveness of their website through improved search engine rankings. A site with no SEO is much more difficult – if not impossible – to find if you do not already know its direct URL.
With so many marketing channels available and competing for your advertising dollars, it’s hard not to fall into the trap of marketing fragmentation. Each advertising channel will offer a ‘better solution’, with a ‘higher ROI,’ and ‘guaranteed exposure.’ These offers are, of course, very appealing to business owners and marketers coming out of a recession with an enormous thirst for business growth.
Having a well designed website doesn’t mean that your organization has secured a visible web presence. In order to ensure that your website is highly “discoverable,” you must invest in Search Engine Optimization (SEO). SEO is the process of improving the visibility of a website in search engines via “natural” or unpaid (“organic”) search results.
Pinterest is a fast-growing social platform that can be used to store and share images associated with your brand. It can be also helpful in driving traffic to your website, and can serve as a powerful link building technique to support your current SEO program.
The job of a tagline is to communicate what your brand represents in a clear and concise manner. Therefore, taking the time to create a memorable tagline is a very important step in positioning your brand – and of course, it can evolve along with your business to reflect changing market trends and industry focus.