Top 10 Digital Must-Haves for B2B CompaniesLeave a Comment (0) ↓
You probably know that a majority of trade customers now research you online before they even think of inviting you to talk to them or make an offer. In this environment you cannot afford not to have an effective digital presence. But what should it look like? What are the essential components for you to have, and for you to get them right?
Here at Hannon Digital in London we focus on the areas below because they are key elements in any serious B2B digital strategy.
1. A mobile-friendly, responsive social website design
This is even more important now that Google penalises old-style sites that do not adapt to the mobile device watching experience that is now shared by the majority of web users. You also need to write engaging pages with carefully-worked SEO: and integrate the site seamlessly with your social network presence (see below).
2. Digital advertising
This is recommended for most B2B operations – and probably as Pay Per Click (PPC) especially Google AdWords, which can be low-cost and highly-targeted, if correctly executed. Display advertising is less likely to produce measurable results, unless you have an excellent programmatic buying operation (we can help you in that respect).
Articles by your key people – in most cases ghost-written by us – are an excellent way of giving your company gravitas and establishing your thought leadership. Don’t be surprised by the high frequency of article publishing that we recommend – it is partly for the above reasons, but partly also for SEO and CTA (call to action) purposes.
I place this above other networks because of its position as the go-to business site for hiring and networking. It is a place where both your corporate page and your executives’ personal pages must look good and must be consistent with each other. In particular – do you have basic free entries or do you pay for premium features? If you don’t do the latter, why not? What is the investment in the wider scheme of things, and wouldn’t it be useful to be able to approach any other person who has a private entry but is a key target for you? Do it for the L’Oreal reason: because you’re worth it… And also, join LinkedIn Groups within your sector – or create your own and curate it. For instance, did you know the B2B Marketing Group has 52k members?
No matter what you may personally think of it, this is a network viewed by business people as well as privately (much more so than Facebook). It is live, fast-moving and opinionated. A rapid-fire approach is required, with lively content, if people are going to be inspired to follow you. Twitter is also good for rebroadcasting links to your video and article material.
6. Email marketing
Often overlooked these days, targeted email still works. Don’t spam on a widespread basis, be careful with the management of your database and use your CRM wisely. Newsletters are a good way of updating users and lapsed users, and you should encourage people who browse your site to opt in to receiving them.
With our short attention spans and the desire to jump to the key issues, we all appreciate an infographic for its ability to lead us colourfully to the author’s desired outcome. Articles are better-read when counterpointed by them, and they are often issued and shared alone.
8. Explainer Videos
B2B advertisers can rarely afford a TV campaign and it would be horribly wasteful – but an animated explainer video of up to 2 minutes can convey all your arguments entertainingly and memorably, for a modest production cost and free, targeted screening on your website, YouTube, Vimeo and other social media. It even makes people stay longer on your website – the digital marketer’s Holy Grail…
9. Google Analytics
Under this heading I could add all the analytical tools that we employ behind the scenes for our clients: but Google’s product does an excellent job for free and is a useful aid for the marketer with enough time and diligence to study it regularly. Use it to learn what is working and what is not on your website, PPC advertising and YouTube and make changes accordingly.
10. Social Media Management
See this as, in the words of the great George Gershwin, ‘someone to watch over me’. If you think you can handle all 9 of the above, I think you are deluding yourself. There are just not enough hours in the day, whether or not you have made an internal digital media hiring. For less than the cost of such an appointment, we will take care of your day to day social media needs, with account management, writers, designers and a full team of highly-qualified back-up people to monitor traffic both ways.
The 11th would be a reminder to carry out that CTA – so here it is: email me or call 07704 921651 to explain what you would like to achieve with your B2B digital marketing.