While trade events and direct sales marketing efforts are often cited as a top avenue for B2B marketing,internet marketing is also becoming essential.Current figures show that 93 percent of business buyers start their product research on search engines like Google,Bing and Yahoo. However,companies in the B2B realm have been slower to embrace online marketing.They know who their customers are,and they rely on longstanding channels to reach them.
If you’re stuck and continue to be beholding to only traditional customer acquisition methods,you’re missing an opportunity.If you think your competitors are not yet engaged in a comprehensive online marketing campaign, then this is your opportunity to get a leg up on them. If they are already engaged with online marketing,you need to make sure you catch up and pass them.
Online marketing efforts for B2B businesses are different from B2C online marketing.The good news is B2B is a little easier. Why, because in B2B marketing you know exactly who your customer is. The challenge in marketing to this B2B customer base is there are many individuals involved in the final decision. Therefore, you have to engage a B2B customer organization at many levels. Additionally, B2B marketing needs address in many cases long transaction periods.
To drive multiple strings of traffic to your business you should engage in a five pronged approach. Each one is designed to attract and drive potential customers to your business.
1. SEO (Search Engine Optimization)is still the number one source for leads and traffic.You should allocate 50% of your marketing budget to an SEO campaign. The number of Internet users continues to grow exponentially,for instance,in 1999 there were 105 million users and in there are 2.7 billion users. 95 % of all searches for products and services are starting on line first. Getting your business to the top of search engines like Google, Bing, Yahoo, etc. so your potential clients can find you,is critical to your businesses survival.
Many Businesses have been bombarded with articles claiming that email marketing would soon be dead. Not true. The truth is that email is the primary communications vehicle still used by 9 out of 10 companies to keep in touch with existing customers and nurture new customers through the sales pipeline.
However, Managing email marketing effort means effective planning, template design copywriting, list management, and conversion strategies. It can be a bit cumbersome for many businesses. And it’s why they don’t do it.
1. Internet Marketing and SEO strategies are the only form of marketing that can put your business, product or service in front of your targeted market and prospective customers who are actively seeking exactly what your company has to offer. It allows a more Rifle approach to gain access to those customers who need your Product and service. One of the primary reasons for beginning an Internet Marketing campaign is to increase product and service awareness. As potential customers are browsing the web or performing internet searches, consumers may come across the business name or logo and become interested in what the company has to offer. Your Website then becomes the vehicle to convert visitors into paying customers.
2. If you don’t engage in internet marketing your competition will and you will be left behind. It is your choice to be found online and if you don’t your Competitor will be the one being found.
3. According to Google 95% of all searches for Products and services are starting online first. This is a big shift in consumer behavior. 755 of these searches stay only the first page. 50% of those people do not check anything else but the first two listings. In the eyes of the consumer these are the companies that are considered the authority.