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.
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.

Understand what your prospects want and don't want from you and your marketing

Learn how to build systems and processes that help automate your marketing

Gain the confidence to know when to experiment with your marketing and when consistency will be more productive

Autorentext
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms find a more strategic and productive mix of digital tools that genuinely support brand and sales goals over time. Andigo's strategic partners include Sutton Creative and Baseline Group (Financial Services), Creative 4 Media (healthcare and pharma), and a select handful of other exemplary professionals.
With a passion for collaboration and meaningful consensus, his work touches social media, search-engine optimization, and email marketing, among other components. He views his primary goal as encouraging engagement. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content.
Andrew has presented at Social Media Week NY and WordCampNYC, among other events, on content marketing and web-development topics. His technology writing appears on the Andigo blog, in a monthly column on Biznology.com, and for print and online publications like The New York Enterprise Report, Social Media Today, and GSG Worldwide's publications LinkedIn & Business, Facebook & Business, and Tweeting & Business.
Andrew graduated with a B.A. in Philosophy from Bucknell University. Andrew has worked with small businesses, mostly B2B, for more than 25 years, helping them create successful web and digital marketing efforts and also guiding them to understand why what they're doing is or is not working.

Inhalt

The Marketing Mindset

It's not about you; it's not even about your audience. It's about the problems they're trying to solve.

Setting your company up for success

Defining Your Marketing Goals

Do you even need a website?

Knowing your audience Understanding your audience's needs Are your goals realistic?

Why Content? Why a Website?

Selling solutions not services (or products)

Strategy before tactics understand why you're doing what you do before you decide what you're doing.

Creating Content that Provides Value

Generating content ideas

Using outside content

Content partnerships

Content for every stage of the buying cycle

Editorial calendars and other tools and frameworks

Maximizing resources

How to Organize Your Site to Create Engagement

Write and build from your prospects' perspective

Balancing SEO and human attention

Usability

Accessibility compliance

Branding & Design

Sales is built on marketing and marketing is built on brand

Differentiation Better is rarely really better

Taming the Technology

Platforms

Integration

Working with developers internal or external

Connections That Matter

The sales/marketing relationship

Sites don't work on their own: finding the right combination of email, social, CRM, SEO and PPC

Metrics and Analytics

Process metrics, business metrics and why you need both

The difficulty of quantifying the complex sale

Systems for Ongoing Success

Solving the problems you'll face as your marketing grows

Getting buy-in

Keeping your efforts aligned and focused