How to increase your B2B social media marketing success rates in 2019

Posted by frank harris on 31/01/19 16:22

social media marketing 010219Over the past year fraud concerns surrounding B2B social media marketing have come to the fore.

 

Some studies estimate that up to 90% of B2B companies are allocating more money in social media marketing, despite this, in an effort to better identify and reach their audiences. According to eMarketer, this investment is paying off. The majority of these brands reported that they closed at least one deal recently because of their presence on platforms such as Facebook, Twitter, and LinkedIn. 

 

Social media can and should still play a vital role in B2B marketing going forward.

Social is a Natural Fit

Though social media marketing may seem better suited to B2C companies, there are three main reasons why it’s plenty viable in a B2B context.

 

The first reason is that social profiles are created by individual consumers themselves. Rather than play the guessing game, brands have access to rich, accurate hard data regarding the names, ages, genders, interests, and (most importantly) occupations of their personas. They can use this information to seek professionals whose brands would benefit from their services and develop targeted messages that speak directly to their needs.

 

The second is that B2B social media marketing yields much higher engagement rates than display advertising. It offers an excellent content distribution format that makes it easy for an audience to interact with and share brands’ posts. Ultimately, this provides a powerful amount of word of mouth for the companies that get it right.

 

The last reason is that it doesn’t take a lot of time or effort to begin seeing results. According to Social Media Examiner, 78% of marketers reported a boost in traffic after investing just six hours a week in social strategies. 

 

However, it’s not as simple as developing a few Facebook posts or scheduling a few tweets. If you want to execute campaigns that drive serious ROI, you need to focus on a strategic setup and constant optimisation.

Achieving B2B Social Media Marketing Success

Many brands fail to implement conversion tracking for their social advertising initiatives. Elements such as lead form completion and on-site video views enable campaign managers to optimise for the best results, so it’s important to build these into your strategies.

 

B2B marketers also make the mistake of defaulting to LinkedIn exclusively for social strategies, isolating themselves from more lucrative opportunities. Thanks to its targeting capabilities, Facebook offers greater reach to almost every B2B audience. In fact, B2B campaigns that centre on Facebook often outperform similar ones on other channels.

 

When you get involved in social campaigns, it’s easy to get hung up on these types of pitfalls. Avoid them by keeping the following best practices in mind when building your social strategy:

  1. Target a specific audience.

Marketing messages are most effective when they reach the right people. Gather all of the first-party data available on your personas, and integrate that information into your social advertising. Some platforms offer tools to help you organise custom audiences. For instance, Facebook lets you use converter data, CRM lists, and email databases to put your content in front of your intended viewers.

  1. Customise your content.

Reaching the right people is one thing but resonating with them is another. Create materials that match your personas’ interests, values, and needs. If you’re targeting a diverse group of personalities, segment them and develop campaigns for each cluster. Custom messaging will yield higher engagement and more conversions than generic mass-appeal posts.

  1. Align your campaign channels with your goals.

Clearly define your campaign objectives, and then identify which platforms and formats will help you achieve them. Be aware of audience preferences as well. For example, according to Adweek, Millennials tend to prefer 10-second video ads while older generations favour 30-second commercials. That’s an important distinction to make when developing content. Establishing goals at the outset will dictate which platforms and types of content will earn the best results.

  1. Be strategic in your scheduling.

Select your attribution window for conversions, and share content consistently across social channels to see where you’re getting the highest ROI. If your business runs on a long sales cycle, you may want to use a 28-day window instead of a one- or seven-day measurement. Analysing the entire purchase cycle will help you nurture leads and improve your social funnel.

  1. Track your results.

Verify that your pixels and conversion tracking systems work correctly before you launch your campaign.

 

Functional tracking lets you see which aspects of the initiative work best so you can optimise around the most valuable actions. You want to focus on these priority items instead of clicks or other vanity metrics.

 

B2B decision makers are busy, and they respond best when messages reach them in trusted environments and resonate with their circumstances. That’s what makes well-planned social media campaigns invaluable to B2B marketers. They allow you to connect with people in relevant, engaging ways on the platforms they love. Your potential B2B customers are spoon-feeding you all the data you need through social media channels; it’s up to you to take them up on that invitation.

 

For more ideas on B2B social media marketing check out the link below>>>

 

Nurturing Leads in  Small Business Marketing 

Tags: B2B lead generation, b2b website marketing, social media marketing, b2b social media marketing, b2b marketing tips, b2b behavioural marketing, integrated b2b marketing

7 Factors that Affect your B2B Website Search Traffic

Posted by frank harris on 10/10/18 10:32

B2B_SEO_TrafficIf you produce content you must have stumbled upon the great SEO chanting, ‘Don’t write for search engines but for your readers’. Personally, there is no point in developing great content if it doesn’t get the proper exposure it needs to attract your B2B website search traffic.

 

From back linking to choosing good web hosting, SEO experts try every possible technique to get more traffic via Search Engine Result Pages (SERPs). They burn the midnight oil to ensure that the website is SEO friendly.

Already started feeling nervous? Well here are seven factors that can help you affect your website traffic.

  1. Content

Unique content is the entrance by which your company interacts with your customers. Therefore, if your content is not engaging enough, your customers will fly away. Especially, as Search Engine ranking depends greatly on the quality of your content.

 

Keeping them glued to your website, you’ll need to provide your user with engaging, valuable, passionate and relevant content.

  1. On-Page Optimisation

The content pages need to be optimised for Search Engines. The keyword and key phrases are the main factors by which a Search Engine determines whether a page is relevant to a search term or not. Therefore, your content should contain relevant both keywords and key phrases within a permissible density, not “keyword stuffing”. Apart from the content body, your keyword should be included in your URL, in the title tag and your page’s image alt-texts. This helps a Search Engine to find your page.

  1. Backlinks

Backlinks are the links that point to your site from other sites. In SEO, backlinks are a key factor in determining the authority, popularity and usability of any website but, not every backlink is worthy, so don’t be happy with the number of backlinks your site gains, it’s only about quality backlinks that matter. Backlinks that come from other high authority websites in the same niche are counted as quality backlinks.

  1. Social Signals/Social Buzz

Social signals play a great role in Search Engine ranking. When content gets shared on Facebook or Tweeted and re-Tweeted on Twitter etc., the Search Engine treats that content as useful and popular and pull it up to a better ranking position, thus increasing your traffic opportunities. The quality and quantity of Social Network shares also play a great role in increasing your B2B website search traffic.

  1. Choose a Smart Hosting Service

Your website is like your shop, it carries your identity on the web. Your web hosting services acts as the developed land on which your shop is built. A web hosting service keeps, serves and maintains your website files and make them available via the Web. Technically, there are three kinds of web hosting services:

  1. Dedicated Hosting
  2. Shared Hosting and
  3. VPS hosting (Virtual Private Server hosting)

Selecting a good hosting for a website is the utmost factor for Search Engine ranking as it involves with other factors such as page loading time, website availability, etc. and in this niche Linux VPS hosting is better than shared and dedicated hosting as it provides the freedom of owning a private server at a very low price.

 

Consequently, webmasters tend to choose a local VPS web hosting for better good results as the physical location of the VPS hosting server is also important for Search Engine ranking. If your hosting server is located in the US, then the Search Engine will assume that the website caters for US internet users, this will also be reflected in the search results. Geotagging can be helpful in this case.

  1. User Signals/Site Usability

Statistically, web users return to those websites which are rich in valuable information. A good, responsive design for all screen sizes is also a factor of good user experience. A search engine considers a user engagement matrix which includes how much time users spend on your site, the number of new users, number of returning users, etc. Apart from these, Search Engine also considers click-through rate, bounce rate to determine the usability of a website and rank it accordingly or penalise it.

  1. Website should be Easy to Navigate

Usually, online readers aren’t patient. Therefore, if they must dig deep to find the next page, they will fly away. To ensure you don’t drive your audience away, you will have to make your website navigation is as simple as possible to keep visitors happy. So, try to make a clear and concise design for your website  navigation for offering a hassle-free reach to every single corner of your website. This will not only help your users to find all your pages smoothly, but, it will also help Search Engines to find and index all your pages quickly.

 

This is a quick analysis of how to get the traffic you need. For a fuller explanation check out this blog and to show how to convert your traffic into leads follow the link below:

 

b2b lead generation

Tags: b2b website marketing, b2b customers, b2b seo program, b2b seo programme, b2b website search traffic, b2b traffic

4 Steps to a Great B2B Marketing Strategy

Posted by frank harris on 10/05/18 15:43

digital marketing strategy 2018Giving birth to a new product is wonderful. You’re full of pride as your idea gets ready for the big wide world. But your product needs a partner, someone who will help your product to blossom. As a proud parent, you want the best. So, when B2B marketing steps out from the shadows, you might have mixed feelings.

 

Love it or hate it, marketing is essential. It translates products into sales.

 

But few SMEs have a marketing director. Often, it’s the owner or managing director who decides what approach to take – or even the sales manager?

 

If you’re about to launch a new product, you’ve likely set aside funds for marketing. But maybe you’re not sure what to do next, and everyone wants your money. Some may even promise instant results.

It’s wise to be very cautious about what you spend – and how you spend it. Things can go horribly and expensively wrong, and the reputation of both your product and company are on the line.

 

Here are some helpful tips to get it right.

  1. Think Strategy First

In some ways, B2B marketing has never been easier. Making announcements on social media means you can promote your new product within seconds of reading this blog. You can send emails to a list of targets in moments. Then there’s pay-per-click, print advertising, trade shows, websites etc.

 

No-one likes to curb enthusiasm. But don’t start marketing your product before you’ve developed your strategy and your ‘story’. Without them, you’ll waste budget, get poor results and stress levels will rocket.

Good marketing is based on solid products, backed by promises that enhance your reputation.

 

I’d say a marketing strategy is as important as a business plan. It’s the client-facing, flip-side of your business plan. You must tell your clients why you’re doing what you’re doing, and how you’re doing it. Work out the problems your product solves for your personas.

 

Marketing is about aligning resources across your company (from sales to operations) to gain new clients, solving their issues and making them happier. Recognise the need for a strategy, and find someone specialist to help.

  1. Perfect your Proposition

With your new product ready to market, you’ve probably got some ideas about messaging, approaches and target clients. This is fine, but you may be so close to your product that you miss something obvious. Also, if your main role isn’t marketing, there may be some tricks of the trade that you just don’t know about.

 

Rush in and there’s a risk your marketing will be off-balance, miss the target and confuse the marketplace. You’ll be in a worse state than when you started.

 

A specialist can help you assess your goals, give you information on the industry you wish to enter, position you apart from your competitors, assess current and future capabilities, and find the best marketing approach. They can also define your personas by showing you how to segment and target your potential clients.

 

They can help fine-tune the full marketing mix: your proposition, pricing, messaging and timescales.

  1. Execute your plan

Once you have your marketing message polished, how will you reach potential clients? You need to find answers to questions such as:

  • What sort of campaigns do you need?
  • How can you position yourself in the minds of prospects?
  • How can you deal with any obstacles or objections raised?
  • What marketing channels to use?

This last question should provoke a discussion about your content strategy, which is more important than a social media strategy or any other B2B marketing discipline. A content strategy looks at the big picture and establishes how your core messaging can stay consistent and undiluted as it executes in marketing channels, such as social media, websites, public relations, events, videos, blogs and more.

  1. Get Creative

As the owner of a B2B start-up or small business, you are an all-rounder and want to get involved. However, at some point, the workload will force you to delegate, so you need the right people.

 

Successfully delivering a B2B marketing strategy is like winning gold medals in several disciplines at the Olympics, you need people who can be, together, a team of gold medal winners.

 

Therefore, it’s so important that your marketing plan and content strategy are in place first. Use them to brief your designer and copywriter so they stay on-message while adding their own creative ideas. This will save time, money, mistakes and stress.

 

So who’s going to manage your Olympic marketing team of freelancers while liaising with you and your colleagues? Who’s able to set clear responsibilities, deadlines and milestones, and report back on a regular basis?

 

It could be someone within your team already who’s developing a passion for marketing, or it could be your helpful marketing consultant. By now they’ll understand your marketing goals inside out, and you can work with them when you need to, for a few days every week or month.

 

Find that person and you’ll have found your ‘chief marketing officer’ or whatever you decide to call them.

You’ll see new revenues coming in, and much more time and energy to run your business.

 

For more on how to develop and execute your marketing strategies click here>>>>

 

lead generation

 

 

Tags: b2b website marketing, website marketing strategy, online marketing strategy, b2b marketing

8 Steps to Optimise B2B Website Marketing Landing Pages

Posted by frank harris on 28/03/18 11:17

landing page optimisationLanding pages are the most effective way to get your message in front of personas and converting them into a lead.

 

This article covers some of the best ways to create a landing page to see improved numbers across the board.

 

The best thing about landing pages and B2B website marketing is that these rules are applicable no matter what business you are in or whether you are simply collecting leads or pushing high-value products. Put these tips and methods into play in your B2B website marketing efforts and you will see higher conversions and revenue.

Why Landing Pages are Important

When it comes to promoting your own lead generation campaigns or through affiliate marketing, you have a few different options on how to best deliver your message and convert your traffic into leads. The main decision is whether or not to use a landing page or to simply direct traffic to the main or contact page of a site.

 

In almost all cases, it’s best to create a landing page to pre-sell your audience and prepare them to take action. This will not only show a higher conversion rate but will also allow you to target your personas whilst delivering a directed message to them.

 

A good example of this would be an online dating campaign. If you wanted to promote a site like Match.com, you may send thousands of people to the site for sign ups via a pop up. However, if you create a custom landing page just for your male audience (with a woman on it) and another for your female audience, it would likely perform much better. You could also take this a level deeper by building specific landing pages based on age, location and individual interests.

 

Once the targeted user hits your landing page, they will be more likely to take action and can then be sent to the lead generation form.

8 Ways to Improve Landing Page Performance

Once you’ve created your landing page, there are multiple ways to improve its performance. Before going live with your campaign, ensure you have a tracking solution in place to measure and compare your results as traffic and leads flow through your site. With minor tweaks along throughout the campaign, you can continually improve your overall conversions and revenue.

  1. Have a Clear Call to Action
    The call to action of your landing page is the most important factor of all. It should be built into your header, the image, description, bullet points and of course have a big button or easy to find “click here” text. Make it easy for the person to see the value in what you are offering and taking the next step to make it happen.
  2. Less Text is More
    In most cases, landing pages are usually short and simply a pre-sell to the main sign up form. Highlight the key points of the offer, it’s major benefits and show some examples or testimonials - with the goal of having the most value in as little space as possible.
  3. Keep the Page Clean
    Cleanliness on landing pages is key, as you want the main call to action to stand out and not get lost in the mix. Keep your pages clean so the focus is clear.
  4. Pick the Right Images
    Photos tell a thousand words, so be sure to choose the right images for your landing pages. Also make sure they are triggering the right emotions and relating with your personas.
  5. Bullet Points Work Well
    Landing pages should be straight to the point, while highlighting the benefits of an offer. Bullet points are a great way to deliver your message fast and not take up too much space in the process.
  6. Use Contrasting Colours
    Don’t use colours on your landing page simply because they are pretty or match your brand, use them to make different areas stand out and trigger buyer emotions.
  7. Create a Sense of Urgency
    By having trigger words like “Limited Time” or “Act Now – Today Only”, you are giving your personas a call to action with urgency. Urgency makes the end user want to act now, as they might lose out on the opportunity if they wait.
  8. Remove Distractions and Navigation
    With landing pages, people are being sent to your page to do only one thing — which is to act upon your call to action. Remove any distractions from the page which might lower this focus or have the user leave your page.

Testing is Key

The final takeaway for this B2B website marketing landing page optimisation guide is that testing is key! You can tweak and change all of the methods above, but if you aren’t split testing these changes, it will be very hard for you to tell what’s working and what’s not.

 

Landing pages are simply the best way to market and pre-sell anything online, so make sure you are using them as effectively as possible.

 

For a tool kit to help you get to grips with everything to do with landing pages, follow this link:

 

B2B Marketing Landing Pages

Tags: b2b website marketing, organic search engine optimisation, landing pages

Welcome to the 8-Second Era of Internet Marketing

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

8 second watch.jpgInternet marketing means that persona expectations of what constitutes a brilliant brand experience continues to change as their preferences shift more towards digital channels.

 

But more than ever, consumers are overwhelmed by the sheer quantity of content and offers available on every channel.

 

The window of opportunity for marketers to know, reach, convert and engage their consumers has subsequently shrunk. A recent study found that the attention span of the average consumer has dropped from 12 seconds in 2000 to just 8 seconds today.

 

Within the 8 seconds of a consumer’s attention span, marketers must successfully deliver relevance, true value and an easy path for further engagement.

 

The following analyses 8 areas need to be addressed for your 8 second internet marketing experience to succeed:

  1. Language

 The very first thing a customer or prospect will see when they interact with your brand is the language you’ve chosen.

 

If it’s not in your customer’s language, and only 27% of the world speaks English, the eight seconds won’t matter and chances are they would’ve already abandoned their journey with your brand.

 

Getting language right in a global world is the most critical phase of capturing and engaging a customer.

  1. Channel

Next, consumers will choose the channel they want to use to engage with your brand. It’s important that you enable and optimise multichannel interactions because many consumer journeys are non-linear.

 

Your persona’s behaviour is erratic and they’ll start and stop their journey across numerous channels including mobile phones, tablets, and computers for no apparent reason. The experience must be consistent and the content must be optimised at the point and time your customers choose to connect with your brand.

  1. Relevancy

From a marketer’s perspective, the way to ensure your content is most relevant is by analysing your customer data and ensuring critical data sources are connected.

 

With such little time to capture and engage personas, all your content must be optimised for everyone’s preferences, profile and context (i.e. what’s happening now). That comes from fast, accurate insights into individual behaviours.

  1. Personalisation

Once your data reveals that a particular message will be relevant, marketers must take relevancy one step further and personalise the content to create an individual experience.

 

Personalisation will help cut through the noise of the world where so many “spray and pray” offers that are not created for the individual consumer abound. It also shows that you value your customers and that you’ve taken the time to consider the data they’ve given you to improve relevance for them. True personalisation requires seamless integration of data and the ability for marketers to easily leverage insights that arise out of the data across all channels.

  1. Experience

Now, you’ve got consumers engaged with your brand. They're looking for a reason to extend their interaction with you beyond the first 5 seconds.

 

Have you made it clear what you want them to do next? Is it easy for them or are you making them re-enter information you already know? If you make it clear and simple to continue the interaction, most will happily continue to engage with you.

  1. Incentives 

After acknowledging that an offer is relevant and personalised, your personas will then ask, “why should I do something now and not later, if at all!”  What consumers are really looking for is a reason to keep engaging via some incentive.

 

While the incentive must be in line with the consumer’s lifecycle stage, there are many forms of incentives.

 

Exclusivity, loyalty programmes, time-sensitive price promotions and downloadable offers are just some examples.  Note, consumers overwhelmingly prefer brands that offer incentives and they are therefore willing to exchange their personal information in response to the right incentive.

  1. Reputation

Each interaction is an opportunity to improve your reputation as a customer-focused company. Unfortunately, many interactions are designed to maximise short-term profit at the expense of the brand and thus long-term profitability is threatened.

 

Before you can fully capture a consumer’s attention and engage further, consider your current reputation in the market - does it lend itself to further engagement or abandonment? Do you need to address brand reputation issues first?

  1. Knowledge

Finally, if a marketer has successfully optimised the interaction for the consumer, they’ll be hungry to learn more about the product or company.

 

Here a persona is in knowledge gathering mode and a marketer can leverage channels and content to accelerate the customer journey from unknown visitor to advocate.

A new way to think about internet marketing

In this fast-paced digital era, how will you deliver compelling experiences? The answer is by using data insights to drive content decisions and amplify that content using a context engine.

 

Without sufficient insights into your personas’ context, you’ll quickly find that no matter how good your content or data may be, the overall internet marketing experience will be poor.

 

Personas believe that experience is more important than price. Properly designing and optimising customer journeys based on the 8-second rule will allow marketers to take advantage of this new market opportunity and positively impact the bottom line.

 

For an insight into current internet marketing requirements follow the link below:

 

How to Optimise your  Internet Marketing Channels

Tags: internet marketing consultant, b2b website marketing, website content, internet marketing

Six Steps to Improve your B2B Website Marketing Content

Posted by frank harris on 01/11/17 15:58

b2b-website-marketing.jpgGetting a return on an investment from your B2B website marketing is not a new concept. It is what successful companies have been doing for a long time.

 

Yet why do so few B2B companies take the same approach to their website content – to the words, images, structure, appearance, and everything else that is actually on their site?

 

Why do they sign off their budgets for the design and development of their websites, spend similar sums on tactical campaigns driving prospects to those sites, and yet pay so little regard to the content on those sites?

 

To show what I mean here is a graph that shows how often B2B marketers change their website's content, whether it be via articles, page changes or additions from research by B2B Marketing.

Updating WEbsite Content.jpg

 

Here are 6 tips to help you with your B2B website marketing content:

  1. Build a strategy

 Many B2B marketers fall into the trap of creating content on demand. Website content marketing needs to be part of an integrated communications approach, which starts by developing a position that stands out, and then building a compelling content programme from there. This will then cover all appropriate channels, and engage, both directly and indirectly, with influencers as well as with prospects and customers.

  1. Focus on ‘good’ customers

Your website content strategy should be about showing real prospects the aspect of your products or services that are likely to engage and activate their interest. You can write about, or show, your products and services, but you must always bear in mind who your real prospects are and what they want from you and your website.

 

If roughly 98% of visitors leave a site without making contact, you need to focus on understanding what was interesting to the 2%.

 

If you can establish which content works for them and improve it, better prioritise it, or create more of it, as well as inject the right headlines and calls-to-action in the right places, logic says you’ll convert more of the 98%.  A 1% difference is an increase of 50% in customers.

  1. Understand the buyer journey

 Communication has evolved to the point where customer interaction with a brand is now a journey in which they choose when, where and how to engage.

 

Therefore, the onus is on the company to be accessible and personal. It’s no longer a corporate marketing job, but a priority to get the speed of response and tone right. This is a great challenge for both large and small companies, for very different reasons.

  1. Focus on quality

 Far too much B2B website marketing content is just popped out because people think they need to fill their sites. The result is that websites all too often deter purchases rather than encourage them. B2B marketers need to understand what visitors want from their sites and then give them that. Focus less on production and more on evaluation.

  1. Bring in the pros

Few B2B marketers would consider using a free designer, developer, copywriter or photographer for their websites. Yet many still rely on free Google Analytics for their evaluation of content.

 

There are now several paid-for platforms that have arrived on the market to analyse your traffic. The take-up of these has risen significantly over the past few years.

 

Traditional analytics is great at reporting performance from one time period to the next, but you also need another layer of insight to know what changes to make to improve performance - without necessarily needing a statistics degree or days on end to find out. Together these create the right framework for website optimisation.

  1. Update continually

A company website is an expensive, critical investment. Like any asset, it requires continual attention and investment to extract the most value from it, as shown in the graph above. The best websites are those that are frequently updated as owners establish a rapid, insightful and decisive feedback loop.

 

The conditions are now right for a critical mass of B2B marketers to achieve this virtuous circle. The end result will be more leads and sales through better quality and more insightful B2B websites, and of course the marginalisation of those who have failed to spot this new trend.

 

To complement this article why not download the free eBook that you can obtain by following the link below:

 

small business content marketing

Tags: b2b website marketing, content marketing, website content, content strategy

12 elements of a B2B website marketing blog page

Posted by frank harris on 18/08/17 15:18

blogging (2).jpgWith high quality content marketing playing an increasingly important part in search rankings, blogging has become a key part of your B2B website marketing strategy.  

 

But writing interesting content is not enough. You might have the best article in the world, but if it isn’t presented in a user-friendly format then nobody is going to read (or share) it. 

 

Here are some key things to remember when it comes to creating a user-friendly blog page/post.

  1. Use Subheadings

Break up your posts into manageable sections. You’re not writing a novel or a newspaper article here, and the majority of people will not want to tackle an enormous block of text. 

 

Some people might read the whole article, but many will just want to skim through and pick out the parts that are interesting to them.

 

Using subheadings in your B2B website marketing content brings structure to your post and makes it easier for the reader to navigate. 

 

It’s important to ensure you have lots of relevant subheadings that tell the reader what to expect under each section. 

  1. Create white space

Create lots of white space.

 

Write in short paragraphs with a maximum three sentences and use plenty of line breaks, especially in long posts where there is a lot for the reader to absorb. 

 

Present each idea in its own paragraph rather than trying to cram multiple points into one block of text. This helps readers digest individual thoughts and avoids confusion, and creates a lot of white space. 

  1. Use bullet points

Bullet points are effective for the following reasons:

  • They help the reader easily digest points.
  • They are a great way to present lists of points under the same idea (like here)
  • They are visually pleasing.
  1. Use imagery

All blog posts should contain imagery, whether it’s photos, videos or screenshots. 

 

Not only does this make the post interesting, it breaks things up and makes it easier for the reader to digest. 

 

Images and videos can also be a great way to put points you’ve made into context through visual examples. 

Plus it makes the whole post more visually pleasing.

  1. Include internal links

In B2B website marketing, it’s important to link to other pages on your site with descriptive anchor text.

This gives visitors relevant further reading options, encourages traffic to your site and can help with search rankings. 

 

From a user experience, you can direct people to other content that expands on an idea without having to go off topic in the current post. 

 

Remember: the link text should read naturally and actually relate to what you’re directing people to. 

Try not to include too many internal links. 3-4 per article is fine (although for longer posts you can include more). 

  1. Highlight key points

If you make an important point make it bold.

 

One example of this might be a stat that backs up what you’re saying, such as "66% of people remember stuff better when it’s in bold." (I just made that up). 

 

You might also want to block out quotes to make them stand out. As in: 

“72% of people remember quotes better when they’re blocked out like this” (yes me again)

  1. Don’t use silly fonts

Funky fonts are great for logos or your 15-year-old’ Facebook page, but they have no place on your blog. 

Stick to simple fonts that are easy to read. Times New Roman, Arial, Calibri, etc.  

 

Comic sans? No. 

  1. Include sharing buttons

Make it easy for them to share your post by including visible share buttons on your blog page. 

 

Sharing buttons can also be a good form of social proof if they can include a counter.

 

If people see a post has been shared multiple times they can only assume it contains great content that must be read immediately. 

  1. Allow comments

Comments encourage people to engage with your post and, keep returning.

 

By including comments you’re turning it into a two-way dialogue.

 

In fact, encourage it.

  1. Go easy on the acronyms

If you use acronyms then write them out in full the first time so people know what you’re talking about.

 

What may seem obvious to you could be baffling to your reader, and you’ll lose their interest if they have to search on Google for what things mean. 

  1. Keep your language simple

Don’t use a long or obscure word when a short and common one will convey the same meaning.

 

Keep things simple, particularly if you work in a highly technical industry. Don’t fill sentences with jargon or business speak. You won’t impress anyone and your reader might just go elsewhere.

  1. Be yourself

One day, articles will be published using complex data-fuelled algorithms.

 

That will be sad, as nobody wants to read something that sounds like it was written by a computer. 

 

Don’t be afraid to write in your own voice. Use humour. Tell stories. Put your personality on the page. Relax. You’re not a robot. 

 

Even in the B2B world, people make buying decisions. Ensure your style appeals to human beings.

 

To understand more about Blogging follow my link below:

 

How to use Blogging in Small Business Marketing

Tags: b2b website marketing

What do you need from your B2B Website Marketing SEO?

Posted by frank harris on 31/07/17 16:17

SEO JUly 17.jpgSEO in B2B website marketing is no longer the ‘stand-alone’ technically-led discipline that it once was.

 

There remains a technical aspect to it of course, but the role of great content, PR and social media is significant in contemporary SEO.

 

As SEO has evolved, it has been interesting to observe how the needs of clients have shifted.

 

Let’s look at these three key B2B website marketing components in more detail.

Content Strategy

There are things that clients are better placed to ‘own’ day-to-day. Social media is one and basic content creation another. 

 

However, I find that content, along with social media and PR, is being managed disparately. A lot is happening but the impact on SEO is negligible or opportunities are being missed.

 

The role of a consultant includes: auditing existing content, editorial plans, assessing in-house resource and expertise, and putting in place executional plans, processes, objectives and KPIs. The role of ‘facilitator’ is much more common in B2B website marketing for content strategy.

Online PR

The lines between SEO and PR have blurred in B2B website marketing. 

 

PR skills, such as how to tell a great story, nurture a relationship with an influencer and organise outreach campaigns, are essential to strategies.

 

Some clients will need campaigns to be run, from coming up with the creative idea through to managing bloggers, journalists and other influencers. But often the role of SEO is to maximise these relationships.

 

This involves putting in place processes or training to ensure their activity is aligned to search strategy. 

Otherwise, we split ‘ownership’ of media lists so that each stakeholder manages the relationships they are best placed to. 

 

Each of the above reflects the need to flex according to the situation. What works for one client may not work for another.

Social media

Whilst Facebook ‘Likes’ or Tweets, for example, have no direct impact on traffic, social media plays a key role in search results, distributing content and getting links.

 

I am a big advocate of the client owning social media whenever possible.

 

Most companies agree and the need to be ‘on brand’ and immediate in their communication with fans and followers were cited as key reasons.

 

This means we must empower the client to use social media more effectively, not just in terms of the role it plays in SEO but more broadly how it can support other business functions and processes, e.g. customer service.

 

The agency’s role should help clients to better understand their personas from their social networks, the blogs they visit, the conversations they have and the people who influence their purchasing decisions.

 

Furthermore, it might involve creating social media policies, delivering training and providing ongoing support, ensuring they have the structure and processes to execute the strategy with confidence.

So what hasn’t changed?

If the above highlights a consultative role, where can the agency still ‘get their hands dirty’?

 

Clients still require hands-on support in four key areas - creating the strategy, technical optimisation, ongoing analysis and reporting, and identifying new opportunities with algorithmic updates, trends etc.

 

The latter two are self-explanatory, but taking insight, strategy and planning, we all have processes in place to analyse commercial objectives, customer insight, market data, the competitive landscape, other channels to market, broader marketing plans, analytics, keyword data and trends.

 

The ability to make sense of it all, identify and prioritise opportunities, construct a strategy and forecast a result is not easy. 

 

Furthermore, the insights and experience gained from working with other clients sharing similar challenges can be invaluable to you, not to mention ‘a fresh pair of eyes’ willing to challenge the status quo.

 

Being at the forefront of the latest developments, along with access to a greater array of tools and technologies are other reasons why I believe clients look to agencies to help develop strategy and a prioritised plan in the first place.

 

Technical aspects of SEO can be confusing and therefore simple mistakes are easily made potentially undermining content, PR and social activity.

 

Whilst developers might be able to ‘tick the boxes’ when it comes to SEO, they are not always adept at maximising opportunities. For example I rarely come across a developer who considers search behaviour before designing site architecture, navigation and product filtering.

'Outsourcing' is dead

Fundamentally, SEO cannot be ‘outsourced’ in the traditional sense of the word. Success comes from the agency and client as partners.

 

Now the most important trait of an agency needs is flexibility. Delivering bespoke solutions aligned to objectives, internal resources and skill sets. 

 

SEO cannot be ‘bought off the shelf’ or neatly packaged ‘bronze’, ‘silver’ and ‘gold’. SEO incorporates a broader range of disciplines and therefore stakeholders. 

 

As such, agencies need to be equipped to uncover and deliver what the client needs, which is often very different to what they think they want!

 

For more on SEO follow the link below:

 

lead generation

Tags: b2b website marketing

12 Tips for Writing better B2B Website Marketing Copy

Posted by frank harris on 16/05/17 08:52

 

content_marketing_2016.jpg

Writing B2B website marketing for the web isn’t particularly complicated, but it is an important skill to master.

 

There are just a few criteria that have to be taken into account to maximise the impact of your online copy.

 

And to be clear, these are guiding principles rather than hard and fast rules.

Get Important Information Upfront

This means that readers should be able find out everything they need to know from the opening few paragraphs.

 

You start with all the important information then move onto the additional detail and a more in-depth explanation.

 

It’s commonly used in news journalism, where reporters cram all the important details into the first line.

 

Remember people will be scanning your b2b website marketing copy, so they need to be able to glean the important information upfront or they’ll go elsewhere.

Know your Personas

This is one of the most important criteria for writing for the web.

 

You need to be aware of who your personas are so you know the type of content that will appeal to them and the level at which it needs to be pitched.

 

This might involve some dumbing down. Not everything in b2b website marketing needs to be aimed at the lowest common denominator, but things should be written so people aren’t turned off by it.

 

A lot of this should have already been hammered out when coming up with your content strategy, but you must bear it in mind when writing i.e:

  • Will our audience find this appealing?
  • Will they understand it?
  • Will they find it useful?
  • Will they want to share it?

Write in Simple, Concise English

The hardest part of writing b2b website marketing copy is keeping it simple and stripping out technical language.

 

People don’t want to read complicated explanations, they want web copy to be easy to understand and scan.

 

Again, this isn’t about dumbing everything down. Explaining complicated topics in simple language is a valuable skill. Don’t assume your readers are all academics with specialist knowledge, because on the web they’re definitely not.

Get rid of jargon

All industries have their own unique jargon that seems unnatural or even totally alien to normal people.

 

In the world of digital marketing we have awful terms like omnichannel, disruptive, growth-hacking and SoLoMo.

 

And if PRs are to be believed, then almost every business in the world can be described as ‘industry-leading’.

 

This type of language should be avoided, particularly if you want your content to be accessible to a broad audience.

 

On the other hand, industry jargon is useful if you want to appeal to a niche, expert audience.

Paragraphs

Forget what you think you know about constructing paragraphs.

 

On the web a sentence is equal to a paragraph. Maybe two sentences if they’re both quite short.

 

This is important for helping readers to scan your copy and means people won’t be put off when they see huge chunks of text on the screen.

 

It also encourages writers to use concise language.

Use Subheadings 

This is another way to help people scan the text and find what they’re looking for.

 

Subheadings should signpost the different points addressed within your website marketing copy and break up the text into manageable chunks.

 

It’s helpful both for your readers and for Google’s web spiders.

Bullet Points and Numbered Lists

These are other formatting points aimed at breaking up the text and making things easier for people to read.

 

They add variety to the page layout and make your copy easy to scan - better than breaking up lists with commas.

Inject Personality

This is only relevant for articles and blog content, so. let your personality show.

 

This means the tone is conversational and interesting for your readers.

Linking

Internal links (i.e. hyperlinks to other webpages) are hugely important when writing for the web.

 

They allow readers to find other relevant or related content that you’ve published, and helps Google crawl your site.

 

Without them each page exists in isolation and your readers won’t know about other useful articles you’ve written.

 

It also helps you keep things concise as you don’t need to detail any technical terms that have slipped into your copy because people can follow the hyperlinks to find out more.

Include the Author's Details

Include a byline, publishing date, the author’s contact details and social accounts are listed on each article.

The benefits include:

  • Readers know it was written by a real person.
  • The author’s name adds validity to the information and can bring more weight to any arguments involved.
  • It builds up the writer’s expertise in that topic.
  • Readers can get in contact with the author, which acts as a form of lead generation.

Headlines

The most important things to remember about headlines are:

  • Include all the important keywords your personas might be searching for.
  • Use adjectives for interest.
  • Invoke the reader’s curiosity.
  • Try to keep headlines within 65 characters.
  • Consider using lists, but only if it is relevant for the content.

Use a Conclusion

When writing a blog post it’s often a good idea to conclude with a summary at the end of the page.

 

This is really relevant for long, analytical articles with lots of information.

 

People aren’t going to read everything you’ve written, so make things easier for them by writing a short conclusion that summarise the key points and arguments.

 

There you have it but if you wish to be even more successful follow the link below:

 

Small Business Online Marketing

Tags: b2b website marketing

11 Blogging Platforms for B2B Website Marketing

Posted by frank harris on 31/01/17 08:50

blog-in-b2b-website-marketing.jpgNowadays, having a blog has become a huge part of running a business for those inB2B website marketing.

Having a strong online presence can give your business more visibility online. Whether it be for sharing daily posts or updates, weekly sale or product announcements, news about your industry, or regular photo shares, here are 11 blog platforms or sites on which regular blogging can be done. Starting to do regular posts on one of them can be an important step in your efforts B2B website marketing.
  1. WordPress

 wp blog in b2b website marketing.jpg

 

WordPress.com is an important option for those just starting with blogs. The site is free, and also offers access to premium upgrades for a fee. WordPress is user friendly and has a large active user base. WordPress.org is the home of the ‘premium’ version of WordPress, offering much more control over your blog. Users need to have a domain name and web hosting service. The platform is an option for serious bloggers and newbies just starting in B2B website marketing.

  1. Blogger

blogger for b2b website marketing.jpg

 

One of the older blogging platforms first appearing in 1999, Blogger has since become part of Google and has been integrated into Google’s suite of services. Advantages of the platform include its ease of use and flexibility. However, unlike WordPress blogs, Blogger sites can no longer be independently hosted, and so must remain on Google’s servers.

  1. Ghost

ghost for b2b website marketing.jpg

 

An open source platform that you can download and install onto your own server, Ghost has a free source code with premium upgrade options.

  1. Tumblr

tumblr for b2b website marketing.jpg

 

 

Tumblr is popular and extremely simple platform that allows users to share posts from other blogs quickly and easily through re-blogging. It offers a casual alternative to a blog, and is one obvious option for beginners. Users can create their own custom layouts or choose from multiple free or paid themes and customise it to their tastes.

  1. Blog.com

blog.com for b2b website marketing.png

 

Blog.com is a simple, free to use platform that offers themes, multi-author blogging and editing, and social medial widgets. Users can even create their own domains and create custom ads using the premium version.

  1. Get Simple

get simple b2b website marketing.jpg

 

Get Simple is a CMS that provides an easy-to-learn and easy-to-use interface, ‘undo’ protection on almost all actions, and multi-user editing. According to the site, “From the upload through setup completion, all you need is five minutes.”

  1. Google+

google-plus-for-small-business-marketing.jpg

Google+ is a social networking tool that can double as a blog, allowing users to take advantage of features like the Google+ ‘badge’, which makes obtaining followers easier. Posts can be shared publicly or privately, and the ‘hangout’ feature can help out with meetings.

  1. Zotonic

zotonic for b2b website marketing.png

 

This open source programme is flexible and stable, and offers interactive website coding as well as mobile options. Zotonic is a good choice for everything from complex applications to basic websites and blogs.

  1. Joomla

joomla for b2b website marketing.jpg

 

Another open source CMS that works similarly to WordPress, Joomla is an award winning tool. It is simple enough for beginners and trusted enough to be used by commercial sites and bloggers alike.

  1. Weebly

weebly for b2b website marketing.png

 

Seemingly designed with newbies in mind, Weebly lets users log in and create a free website, blog, or online store with their Facebook accounts. The platform offers hundreds of attractive templates to choose from and is another option for quickly and easily creating a visually pleasing webpage.

  1. Facebook Notes

facebook notes for b2b website marketing.jpg

 

Facebook Notes is another social media alternative to starting from scratch with a blog or website, especially if your business already has a Facebook page. Although the design elements are limited, it still offers a way to reach out to your social media followers with announcements, updates, quotes and images. This can be a very attractive option for businesses that already have a large Facebook audience.

 

So there you have some examples for your blogging. But when you start to attract traffic to your site you need to promote your blog via social media. To learn how best to do this just follow the link below:

 

B2B Social Media Marketing eBook

Tags: b2b website 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