Like any form of marketing, the best practices for B2B change over time do to new tools and approaches. Managing inbound marketing – especially content – has become increasingly important to B2Bs, as the Content Marketing Institute’s latest B2B benchmarks, budgets and trends report showed.
Cake pops. Even if you don’t know what they are, they sound delicious, don’t they? Cake pops are the new trend in marketing for retailers that specialize in bakery and other assorted delights. I've been enjoying them from Sweet Bites, a local Acton, MA bakery but even Starbucks is on board, offering a variety of cake pop flavors designed to give customers just a taste.
As sales continue to migrate online, many small businesses are trying to figure out how to create a web presence. Businesses offering products or services might feel like a more natural fit to move into online sales. However, I think you’ll be surprised with the businesses who are finding online success. There is an audience waiting for your business, too.
It’s up, it’s down. It’s up, it’s down. The market of late can be summed up in one word...wacky. The result is that your marketing budget is way down. With all this talk of double-dipping, volatile markets - and the falling sky...what is a small business owner to do? Well, advertise, for starters.
Recently, professional online network LinkedIn enabled companies to add profiles. Known for creating an online resource for individual networking, LinkedIn has now opened up this ongoing networking event to allow companies to recruit employees and market themselves. So, you ask, would this be a good marketing tool for my business?
"I have no idea what it is, but I'm on it all the freaking time." - David Letterman discussing Twitter
A very happy Flag Day to you! Have your ever wondered what our flag would look like if G.W. sewed it himself instead of enlisting the help of a pro like Betsy Ross?
I’m kicking it old school this week and going to see Phish - a band that is still selling out shows despite being, for lack of a better term, really old. What’s their secret? Well, I know one thing they’re really good at...they can sure repurpose content. I mean, how many times have you heard the song “Bouncing ‘Round the Room”? Enough said. Today, we’ll discuss how to use your well-written copy in multiple formats to give your content legs.
You can’t get something for nothing. True. But these days, customers can often get something for half. Websites like Groupon and LivingSocial are deal-a-day sites that offer discounts on services from business within the markets they serve. The premise is that the coupon or deal of the day serves as a contract. If enough people buy the coupon, the service or product becomes available to all. For example, a restaurant would offer an $80 meal at $40. Once enough buyers grab the $40 coupon, the meal coupon is available. According to its website, as of October 2010, Groupon serves more than 150 markets in North America and 100 markets in Europe, Asia and South America and has amassed 35 million registered users. That’s a whole lotta coupons, and a whole lotta leads. Here are some positive points that small business owners have reported after using digital coupon marketing sites:
As a local small business owner looking to promote your services, you know two things – well, hopefully more than two but we’re going to start small and see where it takes us. First of all, you know you need to leverage the reach and immediacy of the internet to spread the word about your brand. Secondly, you know you need to stretch your advertising budget dollars as far as they can go. One particular branch of interactive advertising that makes good on both points is Search Engine Marketing. As far as internet advertising strategies for local small businesses go, SEM is a particularly attractive one, as it is quick-to-market, requires few assets in order to get up and running and – done properly – can be a low cost, high payout enterprise.
With so many flashy and innovative avenues in the realm of internet advertising today, it can be easy to get swept up in new glitzy platforms and lose sight of the key goals of marketing: to promote brand awareness and drive revenue.
B2B marketers need to be especially wary of this, as they are not as well served by testing the technological waters as are B2C enterprises. Inherent in B2B internet marketing is the need to maintain an elevated sense of etiquette and gravity; in order to attract business customers, a business needs to position itself as entity that has the capacity to service a need of that customer while maintaining its brand identity and upholding its established core values.
A few things to bear in mind in approaching B2B internet marketing
Identify your expectations…and stick to them. If lead generation is your ultimate goal, don’t get side swept by innovations that promise to increase exposure in a flashy way.
Don’t feel compelled to rush into something because everyone else is doing it; just because your competitor may have generated several thousand ‘fans’ on their Facebook page, doesn’t mean that the fans are translating into customers or that the competitor has the knowledge and skill to channel these acquisitions into a positive yield.
1) It's Inexpensive
One of the advantages of marketing on the Internet is that, compared to other methods of business marketing, such as print advertising and direct mailings, this method requires very little in terms of an up-front investment. Plus, if you are a small business owner, you can choose to handle much, if not all of the marketing efforts yourself.