When you market your B2B company on-line, you worry less about expense – most social media tools are either free or cheap.
You worry more about wasting time.
There are ways to efficiently maximize your efforts on-line and measure the results as well.
Let’s assume your on-line goals are:
- Establish an effective on-line presence on media platforms appropriate to your business,
- Distribute content and links across the platforms so that time spent on-line is stream-lined ,
- Analyze the results so you can see what works and what doesn’t, and make the right adjustments.
In the B2B space, your prospective client – in fact, all buyers – now research on-line research prior to connecting with the supplier. In fact, most buyers are already two-thirds of the way into their buying decision prior to contacting you. This means you have to become part of their research project, and that means being on-line.
So, as part of your weekly business-building activities (like booking time for a networking event), consider booking a weekly meeting with yourself. Let that become your weekly investment in growing opportunities on-line.
Here are the 10 Key Steps to invest in during your weekly business development meeting:
Your on-line business destination
- Keyword Research. Keywords are the common language that connects potential clients “searching for answers” and your Unique Value Proposition. What words and phrases do your target clients use to find services like yours?
- Website. A visually current site that uses your keywords in your page content and guides two types of prospects to what they are searching for.
- Blog. Built into your site and is the funnel into your website.
The on-line paths to your business
- Google My Business (GMB). Google’s latest platform that consolidates key Google services and analytics into a dashboard, along with links to your website and vice versa. GMB helps Google categorize and rank your site.
- Twitter. The major broadcast tool for your keyword optimized blog posts
- Linked In. Your profile highlights your credentials and your ongoing content publication (i.e. your blog)
- Direct response advertising. On-line advertising such as Google Adwords brings more traffic sooner to your site while you nurture your other on-line linking efforts.
- Email Newsletter. For those prospects still in research mode, an easy entry point to learning about you and your value.
Measurement and Optimization
- Social Media Integration Tools. Maximize your broadcast efforts across your platforms.
- Measurement Tools. Determine what is working and what need to be changed so that you use your time wisely.
You may opt to do some or all of the above yourself, or delegate/contract out some/all of this work so you can focus on doing what you enjoy most in your business.
In the same way you have a high level understanding of accounting so that you can have an intelligent conversation with your accountant, you owe it to your business success to know the features and metrics available to you to measure the success of your company’s on-line lead generation efforts.
Next Post in this Series: The Importance of Keywords