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Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth.
Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective.
This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas.
Each chapter is devoted to one aspect of digital marketing for small B2B businesses. If you are just starting out or are aiming to push past a plateau you have reached, I expect you’ll dog-ear many pages and fill the margins with notes. More established marketers will find ways to improve the efficiency of the work they are already doing. In either case, this book is aimed at helping you improve your marketing without necessarily increasing your marketing costs.
As we get started, we’ll talk about the marketing mindset in more detail, outline how to define your marketing goals effectively, and dive into the value you will have to provide to prospects in order to gain their attention. With these ideas established as a foundation, we can continue building your marketing muscle with an understanding of how branding and design, technology, and smart systems and processes will contribute to your success.
What You'll Learn
Build a website that serves as the hub of your marketing
Establish a content promotion plan that puts your content in front of the right audience
Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing
Create effective content in a timely manner with the resources you have available
Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns
Who This Book Is For
The primary audience is B2B small business owners and B2B small business marketing leaders.
The Marketing Mindset
Defining Your Marketing Goals
Creating Marketing That Creates Value
Generating Great Content—From Ideas to Execution
The Content Creation Process
Branding and Design for Content Marketing
Website Technology, Security, and Privacy
Your Website As Marketing Hub
Landing Pages, Lead Magnets, and Lead Products
Promoting Your Content—Email, Social Media, and Beyond
Measuring Success—Metrics and Analytics
Systems for Ongoing Success
Content Marketing Resources