10 Essential Tips For B2B Marketing In A Digital Economy

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Whether your an enterprise or a small-to midsize-sized
business (SMB) in the business-to-business (B2B) space, you
know how messy the digital revolution has been for
marketing and sales.
Not long ago, a sale needed some sort of human interaction
— even with the web. Now, from fact-finding to 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 company be found, seen and heard online.
Being found
1. The website: Your digital kingdom.
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 sure your online presence
is up to par by having an engaging customer experience,
top-notch branding and easy navigation.
2. Content: What’s your story?
Most companies do a great job 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. If you haven’t already, begin telling
your story in various formats. The more often you tell, the
more likely your story will be heard.
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, 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.
Being seen
5. 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.
6. Paid media: Placing content in the right spots.
For potentially just a few dollars a day, paid advertising on
platforms like AdWords along with social-media ads can have
their place. 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. If you have no clue what keywords
your target demographic is searching for, Google provides
information on this through its AdWords platform.
7. Upcycling content: Increase visibility and your reach.
Content is often written, 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
8. Social selling: Moving consumers through the funnel.

While social selling allows salespeople to use social channels
to share company’s content directly with potential or
current customers, 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.
Being heard
9. 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 by 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

information for a download. It can help you generate
leads and measure your investment, but use it sparingly.
10. Online engagement: A one-to-one conversation.
Digital marketing is about driving a 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.
Competing in the digital economy can seem overwhelming,
but in many ways the web levels the playing field. After all,
the best content doesn’t cost the most, rather it makes the
most effective connection with the reader. 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.
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10 Essential Tips For B2B Marketing In A Digital Economy

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