This is a fantastic infographic on the strategies deployed by just about every successful business-to-business online strategy. As we work with our customers, this is fairly close to the overall look and feel of our engagements.
Simply doing B2B online marketing is not going to maximize success and your website isn’t going to just magically generate new business because it’s there and it looks good. You need the right strategies to attract visitors and convert them to customers. There are a lot of moving parts with a B2B online marketing and lead generation program, so we’ve designed this infographic to help you visualize the components and the overall process. Tim Asimos, Circle Studio.
One area that I believe could utilize some additional strategy is in the Content Marketing arena. While it's important to provide answers, there's much more that can be done to increase the overall trust and authority of the brand online. Try to look at your content dimensionally… what do prospects need help with? What do customers want? What's your differentiation in the industry? How can your content help your employees? Your investors or potential investors?
Thought leadership interviews and articles on leading industry publications can build awareness and position the company as a leader in your industry. Reviews and social interaction can increase both visibility and trust of the brand throughout. It's not just content on your site that matters – it's also distributed and promoted content on other sites where the audience you wish to reach is already established.