When it comes to your overall marketing strategy, an increasingly important component in this digital age is your digital marketing strategy. From SEO to SEM and Social Media to Email Marketing, you need to choose the right channels to develop an effective digital strategy, so let’s explore the best ways to market your business online.
Creating a new website for your B2B company should never be a rushed project. Before building your B2B website, you need to answer these crucial questions:
• Who is your target market?
• What actions do you want people to take on your website?
• How will people find your website?
• What problems are you experiencing on your current website?
The answers will form the basis of how you should structure your website to take your visitors on an effective journey that leads to conversions.
Search Engine Optimisation (SEO)
SEO is the process of improving your website’s rankings in search engine results pages (SERPs), to achieve better organic search results and bring more visitors to your website. In Australia alone, Google usage exceeds 90%*, so if your website isn’t indexed and optimised for Google, you’ll miss thousands of opportunities for visitors to land on your website and become customers. The best SEO takes place over the long-term, with constant work, improvements and dedication. The sooner you start, the sooner you’ll begin achieving great results on search engines.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is the best way to secure the top advertising positions on Google. In comparison to most traditional marketing channels, Google AdWords is highly measurable and transparent. You can also get extremely targeted with Google AdWords by specifying who your ads are displayed to, such as certain audiences, at certain locations or even certain times of day. A poorly managed AdWords campaign can cost more money than it brings in, so it’s important to ensure digital experts manage your campaigns to get the right optimisations for your business.
Social Media Marketing
Social Media builds engagement with your brand, drives brand loyalty and can bring leads to your business. It can be difficult to know what content to post and when to post it. By leveraging the right social platforms for your business, you can increase your audience and strengthen your online B2B content strategy. Before starting with social media, you must start with strategy. Determine your overall business goals and then work out how social media fits into that overall B2B strategy. Social Media is also a fantastic way to keep an eye on competitors, find what they’re doing well, then do it even better!
Email marketing is used by over 82% of B2B companies, according to Campaign Monitor, so there’s a high likelihood that your competitors are using email marketing. Email marketing is always evolving, so it’s important to test what works best for your business. Best times to send, the appropriate language and the most engaging designs all differ for every business. Find out what works best for you and your customers, then keep monitoring it to stay on top of any unexpected changes.