B2B Marketing - A Framework to Grow via Digital
Lately I’ve been thinking, researching, and talking to companies about how a results-driven approach to digital marketing can win new B2B customers. To save you time and effort I’ve condensed my thoughts into 6 ideas that can help you take your business to new levels.
1. Your website is your first—and maybe last—opportunity to show people “why you.” So make sure it works great on all devices. From a simple and easily navigable UX, to the type of content and the way you say things, to even how quickly your site loads. Sounds simple, but it’s not. It takes a lot of attention to detail. But you don’t have a second chance to make a great first impression. If you want people to work with you on anything digital, then make sure your site is fast, clean, easy to use, exceeds their expectations, and leaves them with a ‘wow’ feeling.
2. Turn “I can do this” into “you need this and here’s why.” Put everything you can do in terms of the value you can offer prospects. Spend time to figure out their pain points, and then talk about what you can do to solve them – whether it’s to help them grow their business or increase efficiencies.
3. Create case studies to show what you’ve done, how you’ve done it, and the results you’ve achieved. Whether buyers always recognize it or not, it’s truly all about the numbers. Some buyers may be swayed by pretty design, but they’re all swayed by ROI whether they overtly think about it or not. I’ve never bought vendor services from anyone that hasn’t had case studies that resonate.
4. Harness the power of the relationships and results you’ve built with your existing clients. If you’ve really been a valued partner to someone, ask for an endorsement. Buy lunch for their team and shoot some 60 and 90 second testimonial videos. No scripts. Just real people. Then, put them on your site. Create a campaign around testimonials.
5. Create a webinar series and really think about important ways your firm is leading the thinking in the digital world and the problems you’re solving. Rand Fishkin (https://moz.com/rand/) practically gives away his company’s services every week. So does Neil Patel (http://neilpatel.com/blog/). Use them as a model. Give it away. Most people will still need your help in going more than a couple inches deep. That’s why you’re here.
6. Leverage the PPC world – Google, Bing, FB, Twitter – and create campaigns that pull and push prospects to learn more about what you do and how you can help them. The need is big, so figure out your footprint, lay out a strategy, create some great landing pages, and measure your ROI. You do this all day long for others – do it for your own business development.
No matter what you do, always be authentic and value-focused. Care about people. When you convert those prospects to customers, treat their money as if it’s coming out of your bank account. They’ll thank you for it, and you’ll help them make the most out of it.