6 Tactics to Drive more Links for your Online Marketing

Posted by frank harris on 26/02/19 16:39

link building-1Secure links for clients and increase rankings, traffic and leads are important in online marketing. Here are 6 ideas for you to consider.

  1. Develop Reusable Content Campaigns

Thinking about content-led link building campaigns is much like advertising or traditional PR campaigns - you run a campaign for a period, get as much as you can from it, then move onto the next one. This can work fine but isn’t very efficient when it comes to budgets and resources because you often must start design and development from scratch.


Instead, think of content campaigns that can be reused and revamped repeatedly.  Being able to reuse existing content allows you to relaunch very quickly and easily compared to a brand-new build and design.

  1. Learn what Works across Industries

Learn from campaigns and feed those learnings into other projects. If something works well, it may work for another industry and you need to look for these opportunities.


Over the last year or so, I’ve been doing this and did an exercise where I mapped out the success of client content campaigns against the complexity of creating them. This gave me something that looked like this:




Each dot represents a content campaign. I then saw patterns emerging that were successful and not complex to create. This success allowed us to do campaigns without being overly complex.


If you’re not doing this yet, the best place to start is simply to start recording data against all of your content campaigns such as:

  • The number of links, no follow links and brand mentions generated
  • Date of launch
  • What type of execution you chose
  • If data was used or not

The list will differ for everyone, but the first step is to start recording this data and then start learning from it over time.

  1. Target Golden Publications for an Exclusive Feature

 “What are your top 10 dream publications to be featured in?”


This offers you a very targeted list of sites where, if you can get featured, will get more traffic.


Then choose from the list and offer a single publication an exclusive when you begin your outreach. The idea is to find a journalist who values your idea or data highly enough to want to be the first person to write about it online and share it with their readership.


This works particularly well if you have a unique or different data set. The time between publishing the data story and other publications doesn’t need to be that long – 24 to 48 hours can often be enough for a journalist to be happy that they’ve got it first.


There are a few benefits to this approach:

  1. You can almost guarantee a “big hit” right at the start of the campaign which relieves some of the pressure on your when you start your outreach.
  2. If you can secure an exclusive with a large newspaper, it can lead to lots of other newspapers/magazines following suit, covering the content without you asking.
  3. You can slowly but surely start ticking off your dream list of publications

      4. Outreach to 2nd-tier Linking Websites

One of the core goals of a content-driven link building campaign is to secure links from high authority domains which can then pass that authority (and traffic) to your website. The downside of this is that the high visibility and credibility of these domains means that they can often be credited as the original source of the story. Whereas, you are the original source.


This can lead to links pointing at third party websites rather than your own which is very annoying!

    5. Use Keyword Research for more Links

This is more of a passive link building technique but the time spent is pretty minimal and has a few benefits.


The idea is to see if your content relates to keywords which have volume. If it does, then integrate the keywords into the piece and potentially get traffic by ranking well for them. The core goal is rarely to rank well, it is usually to secure links, but the benefits of direct traffic are obvious and shouldn’t be overlooked.

So where does link building come in?


If you are working on a content piece that is data-led, you have an opportunity to get in front of people who are trying to find this data. Amongst those people will be journalists, writers and bloggers to name a few.

By thinking about this, you’re giving your content a chance to generate links that you didn’t ask for.

      6. Overcoming Link Building Blockers

Driving more links to your content isn’t just about your own actions, it’s about the actions of others too. Sometimes, their activity can get in the way of yours and you secure fewer links.


One of the most common blockers is when you have either an agency working on their website or their own internal team. This can present challenges because you want to sync up activity and not over saturate contacts or worse still, both target journalists at the same time.


A way to overcome this is to share your outreach plans with the internal team and agree on who owns which contacts or publications. This helps to create clear boundaries and reduces the risk of something going wrong, especially under GDPR.


Another tactic is to share your plan for content campaigns as far in advance as possible, then add any other campaigns so you can quickly highlight times when work crosses over. This means when you launch campaigns, you’re less likely to hit blockers because you’ll have overcome them already.


For more tips on increasing traffic to your website using online marketing techniques, click on the  link below>>>


A Guide to B2B Website Marketing  for Small Businesses


Tags: b2b online marketing, online marketing, link building, website traffic, b2b traffic, small business online marketing

Some useful tips for B2B Online Marketing Copywriting

Posted by frank harris on 14/12/18 10:33

copywritingThere are an overwhelming amount of tips and tricks to help you become a better B2B online marketing copywriter.


To help you organise these tips into a useful 'toolbox' here are 2 best practices:

  1. Use short words, short sentences, and signpost your writing.
  2. Outline for your audience, write for yourself.

If you follow these rules, your writing will be easy-to-read, clear, and coherent


Your writing will also be well-structured yet capture some of your unique, personal voice which keeps readers interested. Additionally, you won't lose your easily-distracted online audience.

But, one more step is needed.

B2B Online Marketing Writing that Works

According to Kenneth Roman and Joel Raphaelson in Writing That Works:


Clarity in B2B online marketing copywriting, desirable as it is, is not the goal. The goal is effective communication — writing that works.


Professional writers have to write with the intention to have an effect in the real world.


As a copywriter, your goal is to motivate a reader to do something or think differently. They may buy something from your company, try something new, or change their perspective on a familiar topic.


Whatever it is, the result of your writing should be an action.

How can a Writer Achieve this?

It's difficult and it's also not something you can necessarily improve through trial-and-error.  


If you're writing to get leads then, yes, you can track readers to leads. More effective writing will produce better results.


If you're writing to change an opinion, however, it is not quite so easy to know which pieces are working. Readers simply don't comment like they used to and so it can be hard to know whether you have made an impression.


One source of advice about how to be more effective are other B2B online marketing copywriters. Reading about writing is a great way to move from good amateur writing to effective professional writing.


Start with the classics: 

  • Stunk & White, The Elements of Style
  • Zinsser, On Writing Well
  • Raphaelson & Roman, Writing that Works

 Then try reading modern writing books which also cover online copywriting: 

  • Felder, Writing for the Web
  • Handley, Everybody Writes
  • Redish, Letting Go of the Words

And for organising ideas, I've found Beyond Bullet Points (Atkinson) indispensable.

Key Points from Professionals

Here are a few key points which can help make writing more effective.

  1. Drive the action point home

The most important thing you can do to encourage action is to make it absolutely clear what you want your reader to do.


Have a clear call-to-action in your writing and make sure it is front-and-centre, not buried in your post.


content marketing for small business


Check your structure and ensure that the outline supports the intended action. Irrelevant or conflicting points distract from your goal and should be removed.

  1. Add spark

Spark is what makes writing exciting to read, and adding it is much more enjoyable than fiddling with structure. 


Spark comes as much from removing words as from adding them. Most adjectives, the passive voice, and clichés should all disappear.  


There are many more best practices in the books listed above. Apply them mercilessly and review. You will, almost certainly, have clearer writing and more effective results.


Besides the books mentioned above, here are a few more tips to review:

  1. Swap places with your readers

Ann Handley, in her book Everybody Writes, makes this additional suggestion. 


Swap places with your reader. Read what you have written and ask yourself a few simple questions: 

  • Is the point of the piece absolutely clear, from start to finish?
  • Has it been written with a real, honest tone? 
  • Have I been drawn into the subject, even if it doesn't interest me?
  • Did I enjoy reading it?

If you answer 'no' to any of the questions, then you need to revise.  


Writing which is memorable, enjoyable, and real is much more likely to make a lasting impression than that which is written in business-speak.


B2B online marketing writing is not at all easy. You not only have to capture your audience's attention, but you need to convince them to take action.


Additionally, it is difficult to improve in this way by trial and error. Instead, it takes research, practice, and a lot of self-critique.


There is, however, a simple indicator that you have crossed over, though. Your B2B online marketing copywriting will have an impact in the real world.  You will have more feedback, more confidence, and perhaps even measurable results.


That is, your writing will start to 'work'. For more help follow this link>>>


Get your Whitepaper on How to Write Inbound Marketing Content


Tags: b2b online marketing, small business content marketing, content strategy, marketing content, repurposing content, content writing, b2b online copywriting

How to Build an B2B Online Marketing Community

Posted by frank harris on 18/10/18 10:12

b2b online marketing communityWhat differentiates you from your B2B online marketing competition? Your product and its features? The relationships you build with your clients? I think that every category has, somehow, become commoditised.


When you produce an innovative product, it isn’t long before your competition catches up. This leaves little for the customer to base buying decisions on apart from perceived value.


Also, there’s a lot content out there. Marketers are pouring more and more into content strategies, but most of the time they simply add to the content which most consumers are becoming more accustomed and immune to.

The Challenge?

If traditional marketing is old hat, how do we create a unique positioning to become the go-to supplier for our products and get a step ahead of the competition?


You can do it with excellent customer service and great retention strategies, but the best ways are through emotional and psychological bonds marketers can build by creating a sense of community.


Marketers have now realised that it’s possible to build a flourishing B2B online marketing community around values and beliefs which initially attracted them to your brand.

Why should marketers build a community around their products and brand?

  1. To Increase Perceived Value - When you increase the perceived value of your product, you increase the actual value.
  2. To Create a Content Experience - If someone visits your website and then returns on a mobile or tablet, can you identify them?
  3. To Move to The Next Stage in the Customer JourneyDespite GDPR, we’ll still give our email addresses in exchange for value. But creating an experience is key to delivering a deeper level of engagement. Marketers should build a destination so that prospects feel like they belong to a thriving community where people share their values.

What is a B2B Online Marketing Community?

The popularity of LinkedIn groups and email for discussing industry interests show that people value coming together with others in different ways. These groups are based on shared interests, values, and a desire to share content they feel is relevant to them.


People like asking for advice, and develop camaraderie knowing that there are people with similar experiences facing similar challenges. Thus, they build long term loyalty and trust.


But size isn’t always important. A micro-community with only a small number of members can be very successful if it has the right audience that is engaged.


How to create communities

  1. Identify your Customers

It’s important to know who your personas are. Beside demographic information age, income, and occupation, understand their lifestyles, attitudes, and beliefs. Develop your buyer personas - fictional profiles of the people who you want to sell to. They help you understand their point of view and the problems they need solving.

  1. Your Values

Besides knowing what makes your customers tick, it’s essential to understand your company’s values. An established company has developed values over time, and even a start-up has an idea of how to do things. However, values may not be explicit. Putting them into words is a good way to get them crystal clear.

  1. A Sense of Belonging

When you know your values, use them to create a sense of belonging by showing your personas how they relate to their worldview. They may not appeal to everyone, but that doesn’t matter as it can be helpful to alienate some people to strengthen the community’s sense of belonging.

  1. Opting in

Creating a shared purpose brings your customers closer. You can communicate messages using quality content e.g. online blogs, videos and articles. While some content should be freely available, customers must opt in to your community to access others.


Opting in is not onerous - just means providing a name, email address and perhaps signing up to your newsletter. Quality content that helps personas solve a problem is the key to encouraging them to opt in.

  1. Logging In

Logging in is a step up from opting in. People log in to access services like Facebook and Netflix - and it indicates they highly value the experience.


From a marketing perspective, it’s useful when customers log in because you gain more valuable data and can track people across different devices and anticipate where they’ll go and what they’ll do next. 

  1. Experience and Engagement

Once logged in, people need to feel they are getting value from the experience. They’ll return and make a long-term investment of their time in the community.


When developing a community, quality Not quantity is key. It’s better to have 100 members who regularly log in and contribute, than 1,000 occasionally.  Recruiting a community manager can initiate conversations, draw attention to relevant content, and introduce new members.

  1. Monetisation

Your community’s developed, your customers know and trust your brand, and share an outlook. So, you now know more about your potential customers and have an effective channel for sharing new developments with them.


Content develops the conversation. Don’t push too much sales information on the community immediately. It’s important to keep using great content to develop discussions, so your customers feel they are getting value. Once they trust you, they will like you, and your brand will come to mind when they have a problem to solve.


Brands need ongoing engagement, a way to continue the community conversation to build advocacy, engagement, and lifetime value.  You can communicate with prospects at different stages of their life cycle and promote the right content, at the right time, and in the right context - and to the right people. For more on developing content follow the link below:


content marketing for small business

Tags: b2b marketing agency, small business internet marketing services, b2b small business marketing, b2b online marketing, b2b customers, small business marketing strategy, b2b customer experience

What is Right Time B2B Online Marketing?

Posted by frank harris on 24/09/18 11:15

Right Time B2B Online MarketingThe definition of real-time B2B online marketing is evolving.


The buzz around Big Data and the age of the “multi-channel, empowered consumer” has made marketers believe that a real-time and instantaneous interaction with consumers is the answer to all marketing situations. Yes, real-time is important, but there has been a subtle shift from a purely real-time mode of thought to that of Right Time Marketing.


Right Time Marketing is a sophisticated way to boost customer acquisition and retention, provide seamless customer experiences, and create revenue by understanding a customer’s characteristics, channel preferences and in-market purchase signals. Right Time B2B Online Marketing is built on a foundation of rich customer data and taking the massive opportunity that marketing data presents and getting it right.

The 4 R’s of Right Time B2B Online Marketing

Right Time Marketing matches offline and online data sets to drive right real-time connections with today’s consumers.


Traditional marketing discusses the 4 P’s – Product, Price, Place and Promotion. Big Data is based on the 4 V’s – Volume, Variety, Velocity, and Veracity. And Right Time Marketing has evolved to embrace the 4 R’s –Right Person, Right Channel, Right Moment and Right Answer.

  1. The Right Person

    Identifying the right person through a combination of internal customer and prospect data, as well as third-party demographic and firmographic enhancement, digital data, and in-market purchase signals.
  2. The Right Channel

    Once the right persona or audience has been identified, marketers must use a multi-channel approach to target today’s consumers. As consumers go from device to device and use as many as 8 channels or more for research and purchases, marketers must continually strive to provide a seamless experience for the customer, however or whenever they decide to interact with your brand.
  3. The Right Moment

    Consumers today are constantly bombarded with marketing messages and advertisements. Cutting through the clutter requires that you serve up the most relevant messages at the right time.
  4. The Right Answer

    By integrating the right data across multiple channels to understand a consumer’s behaviours in the moment, companies can find the Right Answer to meet increasing customer expectations. When targeted to the right person, through the right channel, and at the right moment, every customer interaction is an opportunity to strengthen customer loyalty, reduce churn, and boost revenues.

Data: The Foundation of Right Time Marketing

With the constant influx of bigger and faster data, marketing data solutions have evolved from copy, paste characteristics to dynamic and multifaceted profiles that require input from a variety of constantly fluctuating sources. As potential customers increasingly move to online channels for researching, and buying, traditional offline ways of marketing are simply not enough.

Data-as-a-Service (DaaS) solutions integrate both offline and online data sets to deliver real-time data at just the right moment of opportunity. DaaS is a revolutionary way of mining today’s massive data environment to find just the right data and delivering these assets to a company’s channel systems or digital marketing platforms at just the right time.

The importance of data to drive all aspects of marketing has become so profound that today’s marketers agree that data is at the foundation of successful marketing strategies. GlobalDMA and the Winterberry Group conducted research study that demonstrated marketers’ commitment to data-driven marketing.

Key findings included:

  • About 80% of survey respondents said that data is important to their current marketing activities, and more than half (57.1%) described data as “critical” to their efforts.
  • More than 90% of respondents said that data is becoming more important to marketing efforts, and over three-quarters (76.7%) said that data is growing “substantially” more important.
  • A vast majority of survey respondents (77.4%) said they are confident in the data-driven approach to marketing.

When survey participants were asked to describe the primary focus of their data-driven marketing activities, 68.5% chose “Targeting of offers, messages, and creative content.” When survey participants were asked what factors were responsible for driving their investment in data-driven marketing, the 52.7% stated “Demand to deliver more relevant communications to customers/be more ‘customer-centric.’” In other words – the right message to the right person, at the right moment.


The evidence is clear – Right Time Marketing is the next wave of innovation to change the way industries acquire and connect with consumers. The question is, is your strategy ready to keep up?


To get nearer to Right Time Marketing for lead generation just download my eBook from the link below:


b2b lead generation

Tags: integrated online marketing, online marketing services, online marketing strategy, b2b online marketing, real time marketing, right time marketing

What is Omnichannel Marketing and why should we be doing it?

Posted by frank harris on 08/08/18 10:42

omnichannel marketingIn a world where acronyms and buzzwords abound, it can sometimes be easier to assume a term’s meaning

than clarify it.


Marketers, and sales, in the world of internet marketing for small business, are talking omnichannel marketing, multichannel, cross channel and single channel, and chances are that not everyone’s on the same page.


Omnichannel is only a very distant relation of single channel and multichannel: they are not all one and the same. While multichannel’s about reaching out to your customers on multiple devices and platforms, for example, omnichannel takes this to the next level: its focus is providing a seamless experience, regardless of channel or device.


And then you’ve got cross-channel, which encourages the user to migrate from one channel to another: it’s a step behind multichannel, where each channel often has its own defined strategy and is managed separately.


Despite the difference in meanings, many marketers out there think they’re doing omnichannel when they’re doing cross-channel; the widely misused funnel metaphor is partly to blame here, with many B2B companies still hung up on the idea that customer behaviour can and should be mapped to the funnel in a completely linear way. This, in turn, impacts their wider channel approach.


A recent Sitecore survey pinpointed exactly where B2B marketers are on their omnichannel journey; it found that although 41% of 211 respondents rated their understanding of omnichannel as very strong, the real meaning of the term seems rather open to interpretation: only 29% had an agreed upon definition within their organisation.

Putting the customer at the heart of your business

Omnichannel marketing success is all about making sure your customer, on any given day or week, sees consistency across every output – if they visit your website or Facebook page, receive an email or see an ad (print, banner or retargeted), each talks the same language and drives home the same message.


Put simply, the brand focus at that time acts as the unifying strand linking each channel’s output. Omnichannel requires every touchpoint on the customer journey to be in sync – everything from channels, content and campaign management to marketing automation, data analytics and CRM.


Many marketers can only dream of delivering an almost ‘custom made’ experience to their customers. But omnichannel success revolves around thinking holistically about the customer, and making sure every touchpoint – online and offline – is aligned.


The challenge arises when you use channels in isolation (think website, social media, emails, mobile apps,

print ads and physical stores); with disparate channels it becomes harder to track the customer journey and provide that seamless experience every ambitious B2B marketer is looking for.

Why should you be doing Omnichannel marketing?

The benefits of omnichannel are quite compelling – customer loyalty, affection, and satisfaction to name but three.


A recent Forrester report revealed 75% of B2B buyers around the world would buy again from a supplier with good omnichannel capabilities, which says it all. Customers today have an incredible amount of choice, and are more informed and empowered than ever before. Their experience with a brand is the number one driver of whether they’ll do business with that brand again or instead choose a competitor – and a successful omnichannel approach can have a big impact on that decision.


Looking to B2B marketing, very few brands are excelling in omnichannel – something reflected in research,

which revealed only 19% of B2B marketers see it as a priority, with 28% describing their approach as ineffective.


This is the exact reason why taking a more strategic approach will be a big differentiator for marketers in the future. While B2C might have invented the term, many marketers will argue that B2B is far better placed to make omnichannel happen – partly because of B2B marketers’ proximity to customer data and their experience with CRM.


When it comes to implementing an omnichannel approach, B2B marketers have got a lot to lose by

failing to get on board. Customers’ expectations of B2B brands are rapidly evolving – thanks in part to their experiences as consumers – and omnichannel isn’t so much a ‘nice to do’ but a top priority.


Reading this article one word important to omnichannel marketing sticks out – CRM. Do you have one? Do you understand the basics? If not then to get your omnichannel marketing ticking smoothly get the eBook from the link below that contains some great internet marketing tips for small business:


Nurturing Leads in  Small Business Marketing 

Tags: b2b marketing consultants, b2b marketing, b2b online marketing, small business marketing strategy, omnichannel marketing

How to Use Mobile Marketing Successfully

Posted by frank harris on 13/12/17 10:02

mobile marketing.jpgWhether you choose to invest in mobile marketing via an app or focus on mobile optimisation, you can use the best practices below to be sure you’re set up for success.

Optimising Your Mobile Marketing App

Before launching a new app, you need a strategy to attract new users. And since you’re competing with over 3 million apps, it needs to be solid. Here are key elements of a successful app user acquisition plan:


Soft Launch/Beta: Rolling out your app to some trusted people allows you to work out any glitches before it goes live. These "friends" can provide you with feedback about problems so when you launch, your app is in the best shape possible.


App Store optimisation (ASO): As you must optimise your website and content for discoverability via search, the same goes for your app. There are many things you can do to boost ASO, from adding relevant keywords and screenshots, to having positive user ratings.


PR/Events: Create media buzz around your app, especially since lots of downloads in a small-time period can boost ASO. Tap any local or national media outlets to spread the word. Consider holding a launch event within your local community to add to the buzz.


Paid social: Social promotion is an effective way to attract new users, e.g. Facebook Ads allow you to get granular with audience segmentation. Consider running some highly targeted paid promotions within your budget.


Onboarding: Onboarding is a user’s first introduction to your app. It’s your chance to not only show users the ropes, but also your app’s value. Onboarding can increase user retention by 50%.


Key elements of successful app onboarding:

  • Emphasise the value proposition. Why is your app useful for the user?
  • Highlight core features
  • Ask for permissions and explain how granting you access benefits the user
  • Get to the point. Use clear, concise copy in your messaging and CTAs

Push Notifications: Push notifications are messages sent to a user’s smartphone while they’re outside of your app. They’re a great way to boost engagement by keeping users in-the-know about pertinent information.


Key elements of successful push notifications:

  • personalisation
  • segmentation
  • timing
  • deep linking

 In-App Messaging: In-app messages are notifications sent to users in an app. They're used to relay important information to the app user based on app updates or actions performed.


Key elements of a successful in-app message:

  • Matches look and feel of app
  • Provides valuable information
  • Relevant to end user and/or based on in-app behaviour
  • Enhances user experience

App Inbox: Nurture users with content sent to a private inbox inside the app. Since there are no character limits or time restraints, send relevant messages that can be consumed at user's leisure.


Key elements of successful inbox messaging:

  • Updates that aren’t worth interrupting users with a push or in-app message
  • Longer form content: blog posts, tip of the day, discounts, etc.
  • Personalised content

Re-engagement: Re-engagement is exactly how it sounds - advertising to lapsed app users outside the app. This can be through owned media (push notifications, email) or paid (search, social). You could re-engage by remarketing. That’s advertising to users based on previous actions taken within the app, like viewing a product or pricing page.


Key elements of successful re-engagement:

  • Encountered outside of the app
  • Personalised to user’s previous actions
  • Value from user restarting to use the app

User Interface (UI) + User Experience (UX): Creating a solid UI and UX is best practice for mobile app marketing. Without an experience users can easily navigate, you won't succeed.


Key elements of successful UX/UI:

  • Seamless flow throughout the app
  • Rich branding, colour schemes, etc.
  • Easy to understand navigation

Optimising Your Mobile Marketing Website

Two terms you’re going to run into frequently when it comes to mobile site design are optimisation vs responsive design. While often confused, they are quite different.


Responsive design refers to your website’s ability to scale to different screen sizes. This means that all content is on a grid that will adjust proportionally according to the screen size.


Mobile optimisation means a mobile-first site for the mobile platform, separate from your desktop site. Why? Because mobile users behave differently and have different needs depending on their device.


Key considerations for your mobile site:


Simplified site-design. When users browse your content via their phone, they’re looking for the information they need, in a simpler format that ensure users they can digest content based on what they need.  Ensure your content is clear, concise, and accessible through a mobile device.

  • Content: Serve up a more simplified version of your site for mobile that’s focused only on essential information. Make sure you organise content to surface what users want first. Ensure all content is discoverable, even if it’s a few clicks deeper in the experience.
  • Page speed: Since users are connecting on the go, a quick connection is a must. Simplify your website to increase page speed, and minimise any code or design features that will increase load time.
  • Remove pop-ups/flash: Removing them is a guaranteed way to lose users trying to access information about your brand on-the-go.


Schema: Consider using schema or microdata in your HTML. This is a way of structuring your site appearance on SERPS. Talk to your web designer about schema structured data, and if it makes sense for you.


Usability: Ensure that its usability is designed with mobile-first in mind. This means scaling up text and buttons, and scaling down titles, descriptions, and even form fields:


Rule of “thumb”: The thumb should be the focal point of your mobile site’s design. This includes all spacing, button widths, and navigation considerations. Users should be able to navigate your site using their thumb.


To go more deeply into mobile marketing follow this link:


B2B & SMEs Mobile Marketing

Tags: b2b online marketing, mobile marketing, mobile devices, mobile

Assessing your B2B Online Marketing Programme

Posted by frank harris on 01/10/17 16:32

Digital Marketing SEpt 17.jpg

Do you ever assess your B2B online marketing campaigns?


Every day, B2B marketers take steps to enhance their digital marketing programme. A new email here, a Twitter campaign there. With buyer sophistication growing daily, you’re constantly having to re-up your marketing game with increasingly smart campaigns. Given limited resources, it’s challenging to find the time to pause long enough to consider your next move, let alone evaluate how your efforts are working.


But before you dive headlong into the next task, consider this: How will you know if you’re improving (or regressing) unless you step back to take stock of your digital marketing programme?


Assessments can be the starting point for establishing – and achieving – goals in the months and years ahead, but that’s just the first benefit. They’re also valuable for sharing to help explain where you are and where you want to go. And last but certainly not least, they raise awareness for digital marketing among the executive staff and help get budget buy-in for new campaigns.


Done properly, periodic assessments of your B2B online marketing campaigns enable you to attack upcoming initiatives with renewed vigour and make substantial progress compared to what you’d be able to achieve without taking the time to regroup.

Getting the Timing Right

Performing thorough, periodic assessments is highly recommended – but you must ensure you pick the right time to carry them out, otherwise you’ll spread yourself too thin. When considering your budgets, for example, you’re busy working out how much key programmes will cost, tallying technology expenses, and making a case for additional resources. For most B2B marketers, this exercise is quite all-consuming with specific deadlines attached to it. So naturally, assessment exercises will fall by the wayside.


With that in mind, look to do your evaluations at a different time of year than your budget planning, heaviest sales period, etc. Pick a month that’s a little less hectic to begin to take stock of your B2B online marketing programmes. For each area of your programme, evaluate what you’re doing, compare to benchmarks where possible and develop action plans to improve your execution and overall sophistication.


While the key areas of assessment will vary a bit based on your industry and product or service sold, most digital marketers should systematically review at least the following seven areas:

  1. Target Market
  2. Pipeline
  3. Content
  4. Engagement
  5. Technology and Skills
  6. Mobile Marketing
  7. Social Media

In this eBook, we’ll take a closer look at each of these seven areas, advise you on key questions to ask as you’re assessing yourself to help you get the most out of your evaluation.


Remember, done thoroughly and thoughtfully, your digital marketing assessment can be both a report card for how well you’re doing and a springboard for substantial improvement moving forward.


Performing a digital marketing assessment will go a long way in helping you evaluate where you’ve been, identify key areas that need improvement and set the stage for major upgrades to your programme.

Just remember, be honest in your self-evaluation to ensure you get the most out of your assessment.


Finally, while this assessment is large in scope, keep in mind that you don’t have to tackle each area for improvement. Rather than trying to do everything at once and becoming overwhelmed, pick a few strategic areas to focus on and take a few incremental baby steps to move you along the path to success. Before long, you’ll find that the small steps you’ve taken have helped you realize some big goals!


So, goes the introduction and conclusion of this eBook. It also offers an extra area, which you cam see after downloading the PDF. So, hurry now and follow the link to receive your copy immediately:


lead generation




Tags: b2b online marketing

Finding your way to B2B Online Marketing Success

Posted by frank harris on 26/04/17 08:57

B2B-digital-marketing-strategy-1 (1).jpgThere’s hardly a day goes by when those in B2B online marketing teams aren’t reminded of how rapidly the industry is changing. New content forms – blogs, videos, webinars, Twitter, – hardly existed a few years ago but now seem imperative. New marketing technologies pop up and are then replaced with tech that promises to solve all their problems.


And customers are evolving rapidly, becoming more empowered, more overloaded with content and with shorter attention spans than ever before.


This article tries to guide you in the current B2B online marketing scenario.

Prepare for your B2B Online Marketing Buyers

Your first stage is to ask ‘how well will it work for customers?’.


Buyers have a wealth of information available. Sometimes, this can be overwhelming, so customers undertake independent research to identify suppliers.


Therefore, sales messages often don’t generate interest or engagement. Potential buyers spend time researching solutions, working out their own requirements and comparing potential suppliers using search engines, social media and other online channels.


Research conducted by the Content Marketing Institute argues that on average 60% of the buying process is completed before a B2B buyer engages with a potential supplier.  Those involved in B2B marketing need to make it easy for buyers to educate themselves about the seller via value content.

Content – Buyers most Frequent Research Source

To create a content strategy, marketers need to know what information buyers want, where they want to find it and what point in the funnel different information types will be relevant.


First, the ‘where’. Still, the most frequently used sources are supplier websites (56%) and search engines (38%). A Buyersphere report argues that social media is a red herring: only 4% of buyers used social media for information, and only 50% of buyers used them once in the buying process.


What are buyers looking for? Price is most commonly sought, so this should be accessible. However, it is not the most influential information: technical specifications, external reports and expert interviews are most likely to impact buyers. So, buyers want to know offer details and industry-wide credibility.


Buyers also need different content at different stages of the process. To begin, marketers should offer a broad range of options. As buyers move down the funnel, content needs to be more specific e.g. how is the solution going to work for them?


Also, don’t overlook emotion like success or failure, promotional opportunities etc. Research shows that during the middle stages of the buying funnel, initial enthusiasm can wear off and replaced with anxiety as complications become visible. We in B2B online marketing should use this phase for positive emotional messaging and reassurance to avoid drops in purchase probability.

Finding the right buyer for you

Marketers should ask: what kind of buyer personas should I appeal to?

  1. Who are your current buyers? Look at your data. Quality data will tell you who your ideal customers are: what they buy, when they buy it and how often.
  2. Create customer personas to ensure you know different types of buyer you are targeting: their demographics, their roles, their pain points, their personal and business goals, their projected buying-cycles. Do this to become strategic about what tactics will work best.

This requires both technological and human investment. Sorting data is not easy so you may need to hire a specialist to help organise and for you to use in future.


However, to build personas you should sit down with existing and, if possible lapsed, customers to find out all about them.

Choosing the right technologies

Marketing technology is vital to online marketing and to unlocking the power of data. But, you should focus on the opportunities technology can bring to customers not to your business.


Marketing technology implemented without planning will increase your workload, alienate prospects and create problems. Businesses shouldn’t invest in tech solutions before they’ve created an implementation plan. Here’s 4 pieces of advice:

  1. Set expectations – clearly define what you want marketing technology to do and what success looks like.
  2. Align departments – technologies only work if they have buy-in from other departments, especially sales.
  3. Think long term and start small. Choose an area where new technology can be used and measure success before moving on.
  4. Consider partnership with an implementer  through the implementation from the start.

Also remember it’s okay to experiment. When it comes to marketing tech, there is often a fear of failure preventing businesses making innovations. Marketing technology solutions should be contributing to the process of discovery and development. Sometimes marketing tech will go wrong or not solve the intended problems. But as long as businesses understand why the tech didn’t work, we have information for getting it right the next time.


Go your own way


This is a general guide to the where, when and why of modern marketing. Every business has its own context, difficulties and choices to make. But keeping a focus on your customer and being willing to explore different routes without fear of failure will mean you know what to prioritise and how to get to where you want to be.


To find out more about getting more business from B2B online marketing, just follow the link below:


small business content marketing

Tags: b2b online marketing

Is your B2B Online Marketing Content speaking to Humans?

Posted by frank harris on 20/04/17 08:57

digital marketing to humans.jpgWhen people interact with a customer service team that sounds scripted and the solutions seem one-size-fits-all, they feel alienated and lose interest in doing more business with that company.


The same is true for content marketing. If your B2B online marketing content looks like it was written by a machine, with little thought towards the individuals who will read it, people will look somewhere else for solutions to their problems.


A recent survey shows that buyers are 53% more likely to make a purchase from a company that personalises its communications. You know there is a real person behind all of those words you post, so how can you make sure that everyone else does, too? Here's a few tips to make sure your content is fit for humans.

  1. Use Clear Language in B2B Online Marketing

Nothing will alienate a reader faster than talking over their heads. Some industry-specific terminology can be acceptable, but unless you are posting in a peer-to-peer environment, be aware that many of your readers might not know what you're talking about. At best, people who are confused will ask questions or try to follow along anyway; at worst, you risk sounding arrogant and untrustworthy and people move on.


Instead, stick with plain, clear language for your B2B online marketing content that you would use when speaking to a real person in real life. The reader will not only understand what you're saying, but they will also feel like a real person is explaining this idea to them so they can make a sound decision about their purchase.

  1. Be Funny

Nothing takes the formal edge off of a conversation like some humour. By being funny from time to time, you invite readers to see a little of your company's personality. Engaging stories, cartoons, and fun graphics can all soften the edges of your communication and show your readers that you don't take yourself too seriously.


Being funny doesn't have to mean putting in a few knock-knock jokes at the end of every blog post just to get a laugh, but don't be afraid to poke a little fun at yourself or tell a story from time to time that isn't so serious. It's also important to know your audience, of course, as you don't want risk offending anyone or having your jokes flop. 

  1. Establish Rapport

All of your content should have a purpose but not every piece of B2B online marketing needs to point to a landing page or drive new leads or have a direct metric that can be measured to determine success.


Sometimes, you can put something out that is simply interesting, useful, or conversational. For example, introduce different members of your team in blog posts or post photos of your employees taking a break and having a little fun around the office.


Content that doesn't necessarily come with strings attached will help you build rapport with your readers. The result will be increased trust from people who won't feel as if every tweet and blog post is a secret advertisement. You'll gain loyalty from readers who like what you have to say, and they'll be more receptive to your more direct advances in the future.

Communication is a Two-Way Street

At the end of the day, B2B online content marketing is about communicating with people and not just dumping content onto the web for people to find. Make sure you're listening as much as you are talking so you can be sure you're giving your readers and your customers what they want.


Personalise your content by coming out from behind it to let readers know there is a person there. Your efforts will be rewarded with a personalised brand and repeat visits from people that feel like they know who they're buying from. 


To understand more about the power of content marketing, just follow the link below for a free whitepaper: 


small business content marketing

Tags: b2b online marketing

3 Redesign Tips for your Website useful for B2B Online Marketing

Posted by frank harris on 17/11/16 09:02

B2B_Online_Marketing_1116.jpgWhen you come to redesign your website, please keep in mind the following three things for use in your B2B online marketing:

  • Use your analytics wisely
  • Focus on user-centric thinking
  • Don’t skip story boards

Starting the Redesign

First take screen shots of every single page of your website and copy all of the content into a word document. Then use the document to improve all sections. This is to anticipate what content will be necessary when the new site launches as probably some of the current content will not be applicable for the new site.


Remember the importance of links and anchors in understanding how to reorganise content so you don’t overwhelm viewers.


Then run a Google Analytics report for the previous fiscal year and compare it to the previous year. Any pages that received less than 100 hits should be removed and the content eliminated or restructured.


Analytics also help determine pages that have too much or too little content. Page bounce rates, exits rates, and entry rates are all tools that can help determine if the content is meeting users’ needs.

Implement User-centric Thinking

Then consider whether your navigational and content structures need to change.


Look at the content and say, “What do our customers need” and then direct them to a section of the site.


Changing the content structure and navigation in order to better meet the needs of your customers is no small feat.


Now, a migration into a new content management system and/or a full site redesign means your URLs are all going to change. Therefore, all promotional materials have to be redesigned, because all your current marketing materials, though maybe brand new, were outdated with the wrong website.


Additionally, the website redirect may mean that all of the individual pages on the old site will be adjusted to redirect to the home page of the new site. Meaning that if a person was looking for a specific page, they would be directed to the new website homepage and not the page they require. Thus, more marketing materials are needed before implementing the new site.

The Importance of Storyboards

I have always understood and appreciated the value of storyboarding commercials, videos, websites, and other interactive pieces. If the final content is in a word document, ensure you also get produced full site mock-ups with images and content together.


There is no magic formula for launching a website and it will not happen overnight. Dedicate time to creating full storyboards in order to better showcase the site to all stakeholders.


Redesigning a website will not be an easy feat, but keeping the ideas mentioned above in mind can make it a much easier process.


Finally you have your great website and you think it is optimised. But is it? Follow the link below for some great SEO tips when embarking on this project:


10 SEO Mistakes to Avoid  when you Re-design your Website

Tags: b2b online marketing

Subscribe to Email Updates

Now you've read this article why not subscribe by filling in the form above and keep up to date with all that's happening in the world of Inbound Marketing


FREE eBook Effective Inbound Marketing Campaigns


  FREE eBook "Social Media Marketing"

  10 Things to cut from yourMarketing in 2014

Most Popular Posts

Follow Me