Using a B2B online marketing program to promote your business is simply not enough. You need to ensure the efficiency of the program, by paying equal attention to all of its main components. Only when these components come together and complete each other, will you be able to see the results of your B2B online marketing program.
1. Strategy – this is the starting point and bedrock of your entire program. Develop a strategy that will encompass your business goals and sales process, and that fits, at the same time, your buyer persona profiles.
2. Content marketing – appealing content will increase your chances of being found in the search results, convert leads into customers and engage them. Diversify your content formats according to the topics you are approaching: blog posts, videos, infographics, webinars, reports, etc.
3. Traffic generation – promoting your content on various online channels and showing up in the search results will increase inbound traffic and create a greater demand for your content at first, and then services and products. Blogging and social media marketing have proven to be the most efficient ways to boost online visibility. You can combine them with SEO, e-mail marketing, retargeting or pay-per-click for even higher traffic.
4. Lead generation – use effective strategies to convert your visitors into leads and activate them. Find unique ways to promote your offer and its benefits, and, then, get the contact information of the visitors in exchange of the offer.
5. Lead management – most leads will not make a purchase just yet, although they have expressed interest. Keep them engaged through every stage of the buying cycle.
6. Analytics and measurement – this should be an on-going process. Analyze each component of your program in real time and make adjustments, if needed.
