If you’re the CEO or marketing director of a B2B company, you might be wondering: What are the most important marketing tactics? 

One of the most common things that people wonder about is what tactic they can use to get more of the right types of clients. At Ajax Union, our CEO and Founder, Joe Apfelbaum, always says, 

“The right strategy will save you a decade.”

 

So in fact, the tactic does not matter as much as the strategy because traffic can come from anywhere as long as it’s the right traffic. 

There are three main tactics that drive traffic: Search Engine Optimization (SEO), Social Media, and Email. 

SEO is beneficial because it brings organic traffic from Google search engines to your site. But what happens when the traffic hits your website? Does your business have a plan? If you don’t have the right messaging and the ability to convert that traffic, your business is in trouble.

The whole reason businesses engage in SEO, social media, and email campaigns is to get one thing: attention. Businesses need attention to thrive. But what if your business is not ready for the attention? What if you get the attention and your business doesn’t have the bandwidth to handle it? What if you get the attention from the right people and you do not have the resources to follow up? What if you get the attention from the wrong people and they waste your time? 

You can avoid all of these scenarios by starting with a strategic goal for the traffic you want to get. 

If you want to get people into your marketing funnel (system for nurturing leads to get them warmed up and want to buy), the three most effective ways are SEO, social media, and email. 

Let’s review the three most important marketing tactics every B2B business should have:

 

The Most Important Marketing Tactics B2B Businesses Should HaveGraphic

 

    1. Search Engine Optimization (SEO)

      When you want more information on something, where do you go?  GOOGLE! You Google everything. Want to know when the sunset is in Brooklyn, NY? Google it! Want to know how to create jump cuts on a video editing software, you Google it! Want to find a digital marketing agency that focuses on B2B companies? You Google it and then you ask your friends if they heard of Ajax Union.

      Chances are that if they are B2B and are in NYC, they have heard of us. Why? Because we rank pretty high on Google, both on the ORGANIC side and on the PAID side for the keywords that matter.

      Start with identifying the MOST important keywords you want your business to rank for on search engines like Google and then find out where you are for those keywords. Remember that people have INTENT when they search. Traffic with intent is very valuable.

      What do people want to do when they search that particular keyphrase? Do they want to buy? Do they want to learn? Do they want to have fun? Think of high-intent versus low-intent when creating your keywords. Keep these rules in mind:

      Rule 1: The more generic the keyword, the more traffic there is, but the harder it is to rank highly on and the more expensive it is to advertise to.

      Rule 2: The more specific the keyword is, the easier to rank and the better the lead! So choose your keywords wisely.

    2. Social Media

      When it comes to getting traffic from social media, there is both paid traffic and organic traffic. Both have value but with social media, paid will get you the most bang for your buck, especially on Facebook and Instagram.

      When we say ‘paid traffic,’ we mean advertising on social media. It’s very effective because you can target people based on who they are, what they do, where they live, and how they think. Paid advertising allows you to pick people of a certain income level that have watched certain videos, live in a specific area, and have a specific email address.

      The more targeted your traffic is, the more effective your paid media will be because it will make it more likely that people will take action. People will take action if the message resonates with them.  LinkedIn is a great source to get organic traffic. Businesses can post on LinkedIn, and hundreds, if not thousands of people, can see it in just a few hours and it costs your business nothing but time.
      Your business must have the right strategy and invest time and effort to get it right. When you do get it right, you will win big with social media.

    3. Email Marketing

      Everyone has an email. Everyone checks their email. Everyone also deletes emails. When using email marketing for your business, the key lies in having the right LIST and sending them the right message on a consistent basis.

      Email marketing works really well for businesses because the audience is more clear. Email marketing lists are generally made up of contacts who have already interacted with your business. So when sending an email, your message is more targeted and customized, making it more likely that it will garner engagement or responses.

      When using email marketing, make sure not to send emails to random leads.  Instead, invest in building a relationship with a group of people that are likely to buy and refer business to you.

When you jump into the world of marketing, you’ll find that there are hundreds of other tactics that you can use to get traffic and attention to your business, product, or service. The key is to know where to put your time.  Where focus goes, energy flows, so focus your efforts at one traffic source at a time. 

For example, if you have a product or service that people search for all the time, that’s a great opportunity to use Google Adwords. 

If you need to build an audience and nurture them, use Facebook ads to target people based on who they are. 

If you have a list that you built over the years that you can be sending emails to, work on improving your emails and offer to get more out of your list. 

If you do these three things right, you will be able to have more leads than you can handle.

 

For more insights on your business’s marketing tactics, schedule a FREE strategy session with us and we’ll give you personalized insights on your B2B marketing budget.

For more helpful information on B2B Marketing check out our resource library

Today we’re going to talk about SEO or Search Engine Optimization. If you’re in marketing, I’m assuming you know what this is, and if you don’t, you might be hiding in the depths of Google Search’s second page.

Search Engine Optimization, or SEO, is the process of improving the quality and quantity of your website traffic. Better website traffic means more opportunities to convert prospects into clients. A lot of elements go into SEO, so it’s important to familiarize yourself with them all to gain a better understanding of the process.

To break it down, SEO is anything done to make your website more visible and easier to find on a search engine results page (SERP), such as Google and Bing.

Incorporating SEO in your strategy can help with your brand messaging, credibility, and website traffic. If you’re struggling to develop your strategy, Ajax Union can help! Learn more about our strategy workshop here.

So how do you get started?

Research Keywords

Keyword research is the process of researching search terms that people enter into search engines and including these terms strategically into your content. This means when someone searches for a specific keyword, your site will appear higher in rankings.

Performing keyword research provides you with valuable insight into what your target audience is searching for. When you know what people are searching for, you can focus your content around those specific topics.

Make Relevant Content
As stated above, once you know what your target audience is searching for, you will then be able to create relevant content on those topics. Your target audience is searching for something that they are interested in.

Optimize the Building Blocks of Your Site
Make sure the structure of your website and URLs are simple and keyword-ridden, and that the site itself loads quickly. Metadata like page tags, header tags, image texts, and blog structure all determine your site’s SEO level.

Make Sure Your Site is Mobile-Friendly
It’s important to make sure all of your users have a positive experience when visiting your site. Today, the majority of internet browsing is done on a mobile device so making sure your site is mobile-friendly is crucial. Failing to have your site meet these standards will negatively impact your overall search engine rankings.

Post Content Regularly
Want to drive more traffic to your site? Give people searching online more reasons to visit! The more quality content your site creates, the more likely it is that your lead will go fishing for a good site match online and find you.

If you want to be visible online, you need to put your efforts into SEO. When embarking on your SEO journey, make sure you have your overall business goals laid out and use SEO to help you accomplish them. SEO is so much more than metrics, it can be the cherry on top to helping you see real success within your business.

Need help with your SEO strategy?
Learn how Ajax Union can help you craft an SEO strategy that generates leads and referrals for your business using marketing funnels, click here.

Don’t hesitate to get in touch with us. We would love to discuss your marketing needs. Contact us today!

No product or service is ubiquitous; consumers are unique and not all are going to coincide with what your company is offering. With that in mind, it’s important to stress your company’s individuality and seek out the “right” type of client or customer.You know they’re out there, but how do you find them? And more importantly, how do they find you?

 

Social Media

Now that you’ve established who that perfect customer is, find out where they spend their time. Social Media has an outlet for just about everyone, so find out which channel your target market prefers. Facebook ranks as the world’s most popular social media channel (no surprises there) accounting for 71% of all internet users. It’s a great starting point — and one which allows you to target users by what their other interests are, or even to target friends of existing fans. Pinterest is preferred by women ages 18 to 49, and Instagram is popular with younger internet users, ages 18 to 29, and minorities. On all networks, interacting with brands, personalities, and groups your ideal customer is also likely to be interested in is a great way to improve reach.

 

Search Engine Marketing (SEM)

The first step in effective SEM is picking a set of keywords your customers will actually use. This means using language customers may type in looking for specific products — their jargon, not yours. SEM can also can target geographically, which is especially helpful for businesses targeting locally, such as restaurants, cleaning services, medical practices, and city or region specific non-profits.

 

Email Marketing

Use your email to reinforce brand image and clarify product offers. To make sure your email list is focussed and targeted, provide a clear unsubscribe option — not just out of legal obligation, but to make sure anyone who accidently submitted a form or joined a list can get off you list of potential customers. Better yet, provide an option for less frequent emails to keep anyone who is interested, but doesn’t want too many updates.

 

Content Marketing

Targeted content designed to attract your ideal customers is key. For example, for apparel or accessories retailers, a well-edited blog focussing on styles and trends on brand can be a great asset. If you’re Hot Topic, don’t write about pastels for spring–stick to content that truly reflects your brand. Create articles, infographics, videos and slide shares your ideal customer would want to see, even if they aren’t completely about your product. For example, a company that sells pet food can help find customers by creating pieces about pet grooming, training, and animal rescue to attract animal lovers and likely pet owners.

 

Digital PR

Online Press Releases are a great way to address consumer questions or concerns directly, and help attract consumers looking for specific information. For instance, if your brand has launched a line of sweatshop-free clothing, highlight your efforts in a press release to garner the attention of consumers looking for fair labor items.

 

SEO

As with SEM, productive, effective Search Engine Optimization begins with a set of keywords carefully chosen to fit the searches of your targeted audience. Try using Google Trends to key in on what words or phrases people are actually looking for. Additionally, make sure to audit and update your SEO frequently with new product offerings.

 

Inbound marketing

If you are a service provider, a brief form fill can help visitors self identify in ways which clarify whether they are a good fit. For example, if you service clients primarily on the east coast, a form fill asking what region the person is writing from can help you understand immediately who may be eligible for referral to another service.

 

When a potential customer for a service calls in, it’s also imperative to appropriately qualify them and make sure you are a good fit for each other. Questions about needs, budget, and timeframe will help you both determine when it’s a good fit.

 

Customer Service

As your business grows, make sure to check in with customers to see how they are feeling about your service or products. If you are are a service provider and a customer’s needs are no longer a perfect fit for your model, offer referrals or other options. Evaluate your business model to make sure it still is a fit for the kind of customers you want to service. A good fit means a win-win.

 

Need help targeting your ideal customer online? Contact an Ajax Union representative today!