B2B

  • Who is Your Customer? Your Guide to Creating the Perfect Customer Profile

    We recently talked about how important it is that the content, social media, and search teams at a marketing company work together. But where can they start? A good point of focus to start at is who you’re doing all the work for in the first place. No, silly—not you. Your customer! Who are they and what do they want? What do they need that they don’t know they need? In our blog today, we’re going to give you some of our tips here at Marketing Zen for crafting the perfect Customer Profile. What are their demographics? The last time you may have read up on demographics may have been high school; what’s a country’s population, main export, main language, etc. But it’s time to start thinking of demographics in a whole new light—how they relate to your customer specifically. Or, if you’re an agency like us here at Marketing Zen, the customer of your client. Here are some demographic questions you should be able to answer about your customer: What is my customer’s age or age range? What is my customer’s gender? What is my customer’s relationship status? Are they single or are they married? Do they have children?…

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  • B2B Digital Marketing Shocker: The New Way Businesses Shop Online

    It’s common knowledge that the way consumers shop has been dramatically changed by the internet. The ability to research products and services online, comparison shop from the comfort of home, and buy with the click of a mouse – without ever speaking to a salesperson – has forever altered the way we think about and approach shopping. B2C businesses have adapted to this new reality by embracing online marketing, creating SEO-friendly sites full of engaging content and creating social media and email campaigns to develop relationships with consumers. But B2B companies have a different audience, and a different approach to sales. Often the infrastructure at B2B businesses is based on that personal relationship between sales reps and the clients whose accounts they service. While most B2B companies have expanded their online presence dramatically, it is still not the main focus of their sales efforts. But according to some startling new stats about the way businesses shop, maybe it should be. A 2014 study done by Acquity Group breaks down the numbers that demonstrate the big changes happening in the B2B market. First of all, B2B buyers are beginning to be strongly influenced by their own consumer purchasing habits. In 2014,…

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  • Is Your B2B Content Marketing Strategy Doomed?

    A lot of B2B content marketing strategies tend to fail, and mostly because it can be tough to write about obscure niches. When catering to such niches, some find themselves stuck in a rut and suffering from perpetual boredom. But it doesn’t necessarily have to be that way. Instead, some marketing consultancies are leading the industry with constant innovations. Hence many companies are choosing to outsource their online marketing needs, a trend which has rapidly grown over the past few years. Here, we have compiled a few reasons your B2B marketing strategy might be doomed to fail, wasting limited financial resources and manpower: Unclear Reasons for Online Marketing Over the years, we have worked alongside numerous different B2B companies. For any initiative to be successful and have an impact, including an online marketing initiative, the content has to be relatable to the core operation of the business, which should be relayed throughout the overall strategy. But before attempting to create the perfect content marketing strategy, the marketer needs to understand the company’s reasons for taking on the initiative in the first place. Unlike traditional marketing, online marketing is quite dynamic in nature and can be pretty fluid in achieving its…

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  • Secrets of B2B Social Media Marketing

    Across the world of B2B commerce, the popularity of social media marketing has spread like wildfire. A report published by Content Marketing Institute shows that B2B marketers have started incorporating social media as an essential aspect for initiating interaction with new business accounts. LinkedIn, being a social media platform for professionals, topped the charts with a massive 90% of B2B marketing professionals distributing content on their website. Even though B2B marketing goals and objectives are consistent every year, it’s the buyer’s expectations from marketing programs that are changing. The increasing influence of consumerism on the B2B buyer is also contributing to the shifting attitude towards communications and marketing campaigns as business buyers. So with the changing expectations of the buyers, marketing requires a certain finesse which means that simply maintaining a presence on social media is not enough anymore. If raising awareness and increasing brand impression through social media is the main objective, then planning a content strategy is absolutely crucial to the strategy’s success. Here are a few social media aspects to keep in mind when planning out a B2B social media strategy: Brand Penetration Most B2B social media campaigns put their primary focus on increasing the number of…

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  • How to Write Crazy Successful B2B Marketing Content

    Sometimes it can seem like B2C marketers get to have all the fun. They’re the ones talking directly to consumers, telling gripping stories in their blog to tug at the heartstrings of their audience, or pushing out one hilarious Facebook post after the other. They’re the ones who can get away with being informal, lively, and entertaining. There’s just no way for straightforward, professional, serious B2B marketers to put that much fun in their marketing content – is there? Well…let’s talk about that. Here’s the thing to remember: Everyone, whether B2C or B2B, is writing content for human beings. The term “business-to-business” makes it sound like one impersonal entity is transmitting data and statistics to another impersonal entity, but in reality, behind every corporate façade there are…people. People who are experts at what they do, yes. People who are serious about the business they run, of course. But also, people who are just like you, just like us, and just like the consumers who enjoy the goofy Facebook posts. So why the huge difference between B2C and B2B marketing content, then? Why is it that B2C content tends to be more fun, while B2B can be on the boring side?…

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  • Your Ultimate Guide to B2B Internet Marketing Part 5: Top Five SEO Tips

    Congratulations! You’ve made it to the final installment of our five-part series on business to business internet marketing. We’ve already covered B2B social media marketing, content marketing, email marketing, and digital public relations. Today, we’ll be focusing on B2B search engine optimization. Here’s the thing. Even though we’ve been handling each aspect of B2B separately, the truth is, they’re all interconnected. You can’t optimize for search engines without content. You can’t have effective digital public relations without SEO. See? Connected. SEO is the simply last puzzle piece in your B2B online marketing strategy. Each piece so far has been a super important part of the puzzle – but they all need to be snapped into place along with all the others, or else none of the pieces will be able to do their jobs well. So let’s get this puzzle finished! Once again, B2B SEO is slightly different from B2C SEO. Why? Because the purpose of search engine optimization is to bring the right people to your site. So if you want to attract moms who are searching online for swim lessons for their kids, you’re going to need to optimize your site so that those specific people can find…

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  • Your Ultimate Guide to B2B Internet Marketing Part 4: Four Steps to Effective Digital Public Relations

    Today we move on to part 4 of our five-part series on business to business internet marketing. We’ve already covered B2B social media marketing, content marketing, and email marketing, so by now, you should have a good basic understanding of those aspects of B2B online marketing. And next week, in our last installment of this series, we’ll be talking about search engine optimization. But today, we’ll be discussing B2B digital public relations. So what exactly is digital PR, and how is it different from other online marketing? Well, it’s not so much that it’s different from other modes of internet marketing. It’s that it uses those modes in different ways than usual. For example, rather than simply contributing to industry conversations on LinkedIn to establish expertise, as you would in basic social media marketing, digital public relations requires you to jump into any online conversations about your company, taking hold of the reins to ensure that your online reputation remains strong. So digital PR is not a matter of learning a whole new skill set – it’s just a matter of applying your skills differently. To help you get started, here are four steps to effective B2B digital public relations:…

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  • Your Ultimate Guide to B2B Internet Marketing Part 3: Three Vital Email Marketing Tips

    In today’s installment of our five part series on B2B internet marketing, we’ll be discussing email marketing. We’ve already gone over business to business social media marketing and content marketing in our previous blog posts, so you’ll already be familiar with the basics of creating relevant, useful content and sharing it via social media. Now we’ll approach the challenge of effective B2B email marketing, and how it’s different from B2C email marketing. At its most basic, B2B email marketing is a form of content marketing. You’re sending information out to potential clients to demonstrate to them that you’re credible and reliable, and that your product or service will suit their company’s needs better than anyone else’s. But the emails you send serve a much more subtle purpose than your website content or even your blog content. Blogs provide valuable, useful information meant to cement your position as an expert in the eyes of your potential clients. Your website is all about your products or services. But your email newsletter can’t be too promotional – or too selfless. B2C email newsletters usually try to convince a customer to make a purchase right then and there, to click through to the landing…

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  • 7 Tips For Successful B2B Blogs

    Blogs are an important part of any online marketing strategy, and getting your blog noticed can be difficult. It can also be hard to make sure that your B2B, or business to business, blog posts are successfully aimed and draw in the correct audience. In fact, successful blog posts can be particularly difficult since sometimes it requires more than content for great content marketing. However, there are some common characteristics that B2B blog posts have that can make your B2B posts successful. Read on to learn these seven tips! 1. Always incorporate media. Too many B2B blogs are focused on getting solid content, so they publish text-only blogs. This is boring, even to other business people. Incorporating photos, graphs, and videos will make your blog much more visually interesting and will increase the chances of having return readers. 2. Post regularly. This does apply to all blog posts. How can you expect to build a solid readership base if you post irregularly? Blog regularly, and set up a schedule to help you maintain that regular blogging. Keep to that schedule! But don’t just make up content in order to meet your schedule. You always want to provide you readers with…

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  • 3 Steps to Gaining Valuable Brand Recognition with LinkedIn

    When LinkedIn was launched on May 5, 2003, it was described as a place where business professionals could maintain a list of contact details of the people with whom they did business.  It was part social network, part job and career center, and 100% tailored to the individual user. In November 2010, LinkedIn began allowing businesses to list products and services on company profile pages – and members were encouraged to “recommend” products and services and write reviews. Barely two years later, LinkedIn has emerged as the leading business to business (B2B) social media platform – a place where your company and your brand must have recognition in order to take full advantage of social media’s power to drive business. Does your company page give you the brand recognition you want? If you have to ask the question, then the answer is “probably not”.  Here are three strategies for improving your brand recognition on LinkedIn. 1. Complete Your LinkedIn Company Page A LinkedIn Company Page can function like a second website where you can display products and services, post videos or photos, and it’s easy to make changes or add updates. There are six possible sections to a LinkedIn Company…

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  • How Large B2B Companies Can Become Socially Proactive

    Diving right into social media can be a daunting task for the 67 percent of B2B companies that remain unfamiliar with outlets like Facebook, Twitter, or LinkedIn. But the key to successfully launching a social media campaign is all about using dormant branding know-how to carve out a niche strategy that’s all your own. For many B2B companies, the biggest ‘social’ obstacle seems to be determining how it would work best for their company, industry, audience, etc. The acceptance of social media as a valued form of marketing is on the rise, but knowing how to leverage these social outlets in the B2B world is another step in the process that many have yet to figure out. At AmeriQuest, we’ve found LinkedIn and Twitter to be the most effective social outlets for their immediacy and interaction with our target audience. With LinkedIn, we’ve joined multiple industry-related groups that allow us to both follow and add to the latest conversations happening in our industry today. Whether it’s our own company news or a blog article, we make sure to share our content through as many channels as possible. However, there’s no one-size-fits-all solution to determining how best to work past this…

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