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The Practical Guide to Digital Marketing for B2B Companies

Presented by Tyler E. Willis

Last Updated:December 14, 2018

Digital Marketing

Reading Time:6 minutes

The Practical Guide to Digital Marketing for B2B Companies is the perfect resource for beginner-to-advanced marketers working at business-to-business companies to learn new skills or improve existing ones.

This guide (updated for 2019) is full of practical insights into the world of digital marketing from an industry insider's point of view.

Read it now to learn how to grow your business online without the difficulty and missteps that come with doing it alone.

What is Digital Marketing?

"Digital marketing" or even just "marketing" can be a vague term thrown around in the business-world to mean many different things.

I think it's important that we're on the same page with our definition of marketing before you continue in this guide.

Allan Dib has one of the best explanations of marketing that I've heard:If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Showground Saturday’, that’s advertising.

If you put the sign on the back of an elephant and walk it into town, that’s promotion.

If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity.

And if you get the mayor to laugh about it, that’s public relations.

If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.

And if you planned the whole thing, that’s marketing.

Digital marketing, then, is the planning and strategizing of advertising, promotion, publicity, public relations, and sales activities on the internet.

How Digital Marketing Works

Digital marketing is really no different than traditional marketing. Both are focused on developing mutually beneficial relationships with prospects, leads and, ultimately, customers.

But with the changes to today's society, digital marketing has really taken over how smart businesses work on developing those relationships.

For example, think about the last important purchasing decision that you had to make personally. Maybe it was repairing your roof or purchasing a new TV.

Regardless of what it was, you most likely began by perform a search online to learn more about the available solutions to your problem, which company or brand you should go with, pricing, etc. Your final decision was then based on online reviews, feedback from family or friends, or features of the product or service listed online.

Since most purchasing decisions begin online it's important that your company has an online presence. Here's how you could do this:

  • Create content in the form of blog posts or case studies on your website
  • Use social media to share that content and engage with followers and prospects
  • Implement search engine optimization on your content so that it ranks well in search engines for when a potential customer is searching for a solution that you offer
  • Use digital advertising to drive traffic to your website
  • Follow up with email marketing to be sure your customers received the solution they were looking for

Each of these different elements (tactics) of digital marketing, put together, can provide an easy-to-manage, efficient marketing system for your business.

Don't get overwhelmed. In this guide we'll walk through each step one at a time.

What are the Benefits of Digital Marketing?

Is it worth it? You know, the time it will take to implement digital marketing and change how your B2B company currently attains new customers?

You should always be looking to improve your marketing systems. Here is why you should do so with digital marketing in mind:

  • It is the most powerful form of marketing
  • Using digital marketing tactics is the most cost-effective way to market your business
  • It is the most measurable form of marketing
  • With digital marketing you can target your ideal buyers
  • Most people are starting their customer journeys online

As we go through each chapter, we'll support these and other similar statements as to the value of digital marketing.

About The Practical Guide to Digital Marketing for B2B Companies

Digital marketing isn't magic and you don't need to be a programmer to be good at it or a large international company with unlimited resources. You just need to offer a product or service that solves a problem for a market of people and learn how to best communicate to that market online.

The Practical Guide to Digital Marketing for B2B Companies doesn't hype about the latest flashy tactics in marketing. Instead, this resource helps you to build strong and worthy building blocks in the context of the goals that B2B companies care about.

These goals include acquiring new leads and customers that affect your top line and reducing your time and costs that effect your bottom line.

Below, you'll see a list of the chapters that will be covered in this guide. You can skip ahead to a chapter to sticks out to you but I'd recommend that you start with chapter 1 on the digital marketing customer journey since all of the following chapters rely on an understanding of that information.

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The B2B Digital Marketing Customer Journey

The customer journey is the beginning and end of a thorough and complete digital marketing plan.

With marketing, your hope is to convert people and businesses from strangers to loyal customers. But customers, both business to business and business to consumer, naturally follow a set of steps from originally noticing a need for something to satisfying that need.

In chapter 1, we're going to look at the components of a customer journey including the buyer persona, customer goals and company/customer touchpoints as well as show you how to construct a customer journey for B2B.


Developing a B2B Content Marketing Strategy

Today, the buyer is the expert. The buyer acts as their own guide - their own in-store expert - by proactively performing the research, weighing the options and contacting the businesses they've determined are the most likely to be able to provide what they need.

Enter content marketing - a tactic that helps customers by giving them the information their looking for while introducing them to our solution.

In chapter 2, we're going to look at how you can determine content marketing goals, deliver content originality, amplify your content, and measure ROI.


Creating a B2B Digital Advertising Plan

During the past 10+ years, a few companies have taken the world by storm.

You wouldn't have known anything about most of them 7 or 8 years ago and you certainly could have never imagined that they would, in just a few short years, have a larger market cap than historically success companies such as Procter & Gamble and Ford Motor Company.

In chapter 3, we're going to look at how you can take advantage of the audiences that these large tech companies have access to through targeted and personalized digital advertising campaigns.


Launching a B2B Email Marketing Program

Email marketing is a very important - yet often ignored - digital marketing tactic that could give you access to your customers that you can't get elsewhere.

To realize a successful ROI in your email marketing campaigns, you need to create high-quality content that will both lead to sign ups for your email list and continue to build your credibility and follow a pre-determined plan of delivering consistent value on a weekly or bi-weekly basis.

In chapter 4, we're going to look at how you can start building a quality email list and then leverage that list to grow your business through a successful and consistent email marketing strategy.


Designing an SEO Strategy for B2B Companies

About 6.6 billion new web pages are added on a daily basis. With all of this content makes it really hard to stand out from the crowd, but if you want your blog to be successful you have no choice.

While I probably spend about 5-6 hours writing my blog posts, the 10-20 minutes I spend optimizing each post for SEO are probably the most important.

In chapter 5, we're going to dive into the lead-generating tactic of search engine optimization, how you can submit your website to search engines and some important best practices to get you started.


How to Leverage Social Media for Your B2B Company

Social media is both exciting and daunting. The amount of potential audience reach is enormous and the success achieved by companies like Coca-Cola is inspiring, but you likely don't have the same resource capabilities that Coca-Cola does.

However, there is plenty of success to be had for your B2B company without the need for hundreds of thousands of followers or extravagant social media campaigns.

In chapter 6, we'll cover a necessary shift in focus, consistency, and knowing which metrics to focus on in measuring success in social media marketing.


Measuring Your B2B Website Analytics

Data is at the center of nearly every business decision we make. The human resource department gathers data from online resources to determine the best individuals to recruit and confirm details about them. Upper management examines trends in the market such as pricing of resources, shipping and manufacturing when determining how to steer future business goals.

Having data empowers us to make decisions based on facts, trends and statistics. When it comes to our website, a place where we depend on being able to convert prospects to leads to customers, it's critical that we understand the data behind the scenes. In chapter 7, we'll look at a few different ways that you can review important data about your website using Google Analytics.


Launching a Conversion Rate Optimization Strategy for B2B

As individuals, we're consumed with finding new ways to improve our daily lives - trying a new diet because the current one we're on isn't returning the results we want, testing out a new route to work to save 2-3 minutes, getting our fantasy football advice from Sports Illustrated instead of ESPN to see if our fantasy team performs any better.

We should treat our marketing no differently.

In chapter 8, we're going to talk about why conversion rate optimization should become part of your company's marketing culture if you're serious about growing our business.


What's Next?

You've completed The Practical Digital Marketing Guide for B2B Companies, which means you're part of an exclusive group of marketers who know how to attract, engage, and convert your customers in a social, digital environment.

Simply by applying the lessons you've learned in this guide, you'll have a huge advantage over your competitors.

Here's what's next...

Hey, I'm Tyler

I help businesses use digital marketing to generate leads & sales.

Former Operations Manager at Pepsico, I understand the difficulty and hard work that goes into changing the culture of management teams and business systems that are content with the status quo. Why is that important? Because I'm passionate about empowering individuals and companies to build and consistently manage marketing systems unique to their brands even if it means making radical changes.

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