As a savvy B2B businessperson, you know that your company needs to establish a solid web presence in order for your online B2B marketing strategy to actually work. Knowing that is the easy part, however – actually eking out your organization’s own plot of Internet real estate takes a little time, patience, and know-how.
In this post, we’re going to outline the basic ways one builds a business’s online presence. Once you have the basics down, you can get into the more creative ways of boosting brand awareness, but the foundation should be in place first.
B2B Marketing Strategy: Basic Ways to Build Your Brand’s Web Presence
- Get a Real Website. This should be a given, but it’s worth saying anyway – you need a real website. And by “real,” we mean one that has its own domain name, a clean and professional design, and quality content that gives good information about your business, your products and services, how to contact you, and all that other good stuff. In other words, if your company has been online since 1997, but you haven’t updated your site design since then, now is definitely the time to do so.
- Get to Blogging. Blogging can eat up a lot of time, but if you do it correctly, you’ll reap the rewards. Quality, well thought out, engaging content on a blog attracts both readers and search engines like flies are supposedly attracted to honey (with boring, useless content being the vinegar, I suppose). Don’t just limit blogging activities to writing on your own blog, though. You should also become active in the community by reading and commenting on other relevant blogs. This will serve to actively insert your brand into your target audience’s field of vision and, if you play your cards right, keep it there.
- Get to Social Media-ing. Okay, so “media-ing” isn’t technically a word, but I didn’t want to ruin the pattern. Either way, you need to be active in the various social media circles. Facebook, Twitter, and LinkedIn are the absolute must-haves at this point, with Google+ right on their heels, so that’s where you need to be. Like blogging, using social media effectively can also eat up a lot of time, but it’s still worthwhile if you are dedicated to doing it correctly. This means you have to be active – simply setting up a profile and letting it sit unused won’t do anything to help build brand awareness and recognition.
- Get to Shooting Some Video. YouTube is a force to be reckoned with – one that now has the power to completely manufacture its own pop stars, rocket previously unknown filmmakers to fame and fortune, and put your cat’s strange behavior on a CNN segment. If you want to let people know about your products and services, then you have to go where they are – and they’re all on YouTube. You can get in on the action by creating and sharing your own videos. All you need is a decent quality camera and an idea, like a product review, a tour of your office or production facility, an interview, a training session, a webinar… the list goes on and on.
These tips are by no means the end of building your business’s online presence as a part of your B2B marketing strategy, but they are major components of the foundation. If you put in the time and effort necessary to turn out quality new work on a regular basis, you’ll build a strong foundation that will establish your brand online.