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

In the world of B2B digital marketing, nothing is more important to get right than your target audience.

Without knowing who you’re serving, your marketing efforts may very well miss the mark. On that note, B2B marketing is completely different from B2C marketing! 

If you’re interested in learning B2B digital marketing best practices, download our guide today!

Did you know that there are around 5.6 billion Google searches a day? Yep, you heard that right, 5.6 billion searches! SEO

In today’s digitally saturated world, anything you need is one search away. And if you want your website to rank high among those searches, you’ll have to play by Google’s rules. To do this you will need to improve your search engine optimization (SEO) efforts. What is SEO? SEO is the process of increasing the quality and quantity of search engine traffic to a website or a web page through organic or unpaid traffic.

By making small adjustments to your website you can start to improve your search engine ranking so people can find you more easily than your competitors.

If you’re interested in improving your site’s ranking, download our guide to learn the 5 ways you can improve your website’s SEO ranking!

There is a misconception that in the world of B2B marketing, social media is the most ineffective strategy for building trust with your leads. While a social media strategy won’t necessarily convert to revenue, there’s no denying that having a robust social media presence is an important touchpoint for leads to get to know any company. But in the B2B space, it can often be tricky to nurture your leads when your services are extensive or technical. That’s why we put together 9 tips to help you master your B2B social media strategy!

Here they are:

 9 ways to master your b2b social media strategy

1. Align your business goals with your social media strategy

Like with any campaign, your social media strategy should keep your business’s goals in mind. There are so many ways you can use social media, but here are the top ways:

Your B2B social media strategy should be tailored according to what your business’s pain points are. If you need more people to know about you, your posts should focus on brand awareness. If a lot of people already know about you but still don’t know why they need you, you’ll need to educate them. Or, if people already know you and know why you’re valuable, maybe you just need to prove that you’re a reputable company that is better than the competition! Your company’s business goals should come across in the social media strategy.

 

2. Let people know who you are and what you do

Regardless of your strategy, you’ll need to make sure your social media posts have a good mix. It’s essential that you inform your top of funnel prospects about who you are and what you do so that in the event someone completely new who knows nothing about you stumbles on your social media page, they know what your brand is about.

With brand awareness types of posts, you’ll want to outline 1. Who you are 2. What you do 3. What you value as a company and 4. What makes you better than your competitors.

 

3. Educate your audience

Making a big purchase decision requires more than just knowledge of what your company is about. Your prospects will want to know that your company is credible. You can do this by educating your audience on problems specific to the industry you serve. Some of the best ways to educate your audience include blog posts, article shares, PDF downloads, white papers, videos, infographics, and more. Whatever your company can leverage as educational is what you should share on social media. You want your prospects to know you’re the real deal!

 

4. Build trust

When you want to buy a product or service— what types of things let you know that a product or service is worth its salt? Usually reviews, awards, or special recognition.

Make sure to leverage any social proof or institutional recognition your brand has for the work it does on social media! It’s a critical way to show your leads that you’re worth trusting.

 

5. Don’t be dry; be human

You’ll often notice big B2C brands are adopting a more casual, inviting, and informal tone with their brand messaging in things like emails, websites, posts, and more. B2B companies should do the same!

We’ve entered the age of personalized content. People want to feel spoken to, not sold to. Remember, even though your company sells services to other businesses, you’re still trying to reach individual people or decision-makers that have thoughts, feelings, and pain points. Make sure to utilize an engaging and personable tone in your social media messaging, and your B2B social media strategy is sure to turn heads.

 

6. Track your KPIs

It’s often said that you can’t track a return on social media posts.

We challenge this assertion!

Though you may not be able to count your return on investment in dollars with social media, you can track the number of other equally important results like page visitors, clicks, likes, comments, follower count, and more that will allow you to optimize your social media strategy. See what’s working and what isn’t.

 

7. Make social media-friendly content

Remember, your social media accounts are not your websites. You’ll want to make bite-sized content for your followers that is engaging! Here are some great ways to optimize your content for social media:

  • Experiment with fun captions
  • Try different kinds of posts (pictures, carousels, videos, audiograms, gifs, etc)
  • Make infographics
  • Gamify your content
  • Create company-specific hashtags

And more! The best social media strategy is a creative one where you test, test, test.

 

8. Post relevant content

There’s something new trending on Twitter every day! Make sure to keep your B2B social media strategy topical. If everyone is talking about the same event in the news or something big has happened in your industry, don’t skip a beat and miss an opportunity to make social media content that caters to what people are already talking about!

 

“The best B2B social media strategy is a creative one where you test, test, test.” 

 

9. Cater your content type per channel

Research shows us that B2B marketers spend most of their time on LinkedIn! This makes sense since this is where most key decision-makers spend their time. When building a winning social media strategy, make sure to cater your content type to the channel its being posted on. Here are our recommendations:

  • LinkedIn & Facebook: thought leadership content, employee engagement, brand awareness
  • Twitter: interactive content
  • Instagram: visual content
  • Youtube: how-tos, interviews, presentations, webinars, and more

 

All in all, the worst B2B social media strategy is one that doesn’t exist. If your B2B company doesn’t leverage social media or make any effort in building brand awareness, educating, or building trust with your audience, then you are behind the eight-ball! The good news is, it’s not hard to get started and there are many simple, but effective ways your B2B company can create a touchpoint for your prospects on social media channels like Facebook, Instagram, LinkedIn, Twitter, or more. Try our tips and you’re on your way!

If your business is looking for marketing support or any insights about how to grow your business, schedule a free strategy session with us! 

As social media continues to grow, many consumers are spending more and more time online. This is especially true due to many being stuck at home.

During this time, brands are desperate to find different ways to reach and engage their audiences and a newly emerged social media platform has done just that.

Clubhouse is a new audio-only social media platform that allows you to connect with others and build relationships. This app mimics real-life interactions; there are no recordings of conversations allowed and you don’t have the option to save, meaning once a conversation is done, it’s done and gone forever. This creates a massive addiction for those who have major FOMO (fear of missing out).

So how does it work?

Clubhouse is also an invite-only platform. This creates a sense of exclusivity around the app and drives people to look for any possible way in. According to Business Insider, some are even starting to sell their accounts!

Users on the app can follow topics of interest and join themed clubs. They will then have access to different chat rooms focusing on that topic. All rooms are different, some can have a few people chatting, and others can contain thousands of people listening to top speakers like industry experts, politicians, and even celebrities.

Most people would rather sit in and listen to a conversation or presentation rather than being on video and typing at their keyboard. We can probably connect this to many experiencing burnout from countless Zoom work meetings. With Clubhouse you are given the opportunity to “raise your hand” if you have something to say. The speaker of the room can then give you speaking access. It’s almost like eavesdropping in on a fascinating, informative conversation, without the pressure of speaking or interacting.

How to Use Clubhouse for Your Marketing Efforts
So, how do you implement Clubhouse into your marketing efforts? Here are some of our recommendations:

  • Use Clubhouse to build a community of your ideal target audience.
  • Create rooms based on topics that surround your offerings.
  • Engage with users who have similar interests and that you know are actually interested in what you have to offer.
  • Have a new product or feature you want feedback on? Create a room and ask others what they think.
  • Struggling with something that you can’t figure out? Create a room around the topic and get a conversation going! You never know what kind of information is out there.

To learn more about Clubhouse check out our CEO, Joe Apfelbaum’s LinkedIn Article, How to Generate Revenue From Clubhouse.

Have further questions about Clubhouse and how you can utilize it for your business? Contact us! We would love to hear from you.

Marketing, like any industry, is constantly evolving, with new best practices, techniques, and strategies emerging around the clock. No matter your field or your target market, it’s essential to stay in the know when it comes to staying top-of-mind with your desired audience. Here are five marketing trends we think you should pay attention to: 

1. Artificial intelligence: Why you might think that robots have nothing to do with marketing think again. Artificial intelligence is affecting nearly every industry including how potential clients discover and interact with brands. With the rise of chatbots, bot-texters, and customer-service bots, artificial intelligence is creating new ways for you to improve the customer experience while facilitating new ways of data-collection which can help you learn more about who your customer is and be more effective in reaching them. Read more at Forbes.

2. Personalization: Increasingly, customers are starting to tune out of the generic, one-size-fits-all marketing tactics. Whenever possible, seek to make interactions with your brand as customized as possible to your client. One practical way to implement this is to customize your email campaigns and social media outreach with the first name of the person you’re trying to connect with. Read more at Global Web Index.

3. When it comes to content, video content became king in 2019 and will continue to dominate in 2020. Data relating to video content shows that using videos in your campaigns leads to greater brand awareness, greater buyer confidence, and increased web traffic The key to successful video content is to make content that’s relevant to your audience and deliver it in short, interesting packages that encourage full-length watching and sharing. Read more from Impact

4. Dynamic content: Increasingly, customers like experiences that they can engage with, making interactive content a key marketing tactic for 2020. Interactive experiences feel more personal, informative, and stokes curiosity increasing the likelihood that a potential customer will stay on your webpage longer. For companies seeking to better understand their audience, interactive content can also lead to more detailed data, leading to greater efficiency overall. Read more at Single Grain.

5. Google Smart Bidding: As a feature of Google ads, the Smart Bidding strategy enables smarter auction-time bids when advertising online. Backed by data-rich algorithms, Smart Bidding works by reading a more robust query-time set of customer attributes and then bidding based on the match between that information, your budget, and your overall desired outcomes. Read more here.

When it comes to social media channels, over 70% of people in the United States have at least one profile on social media. New users are constantly joining the virtual world on various platforms such as Facebook, Twitter, Instagram, Pinterest and Snapchat. We all know social media allows us to connect, share and communicate with others that hold similar interests and social circles.

Businesses of all backgrounds are capitalizing on social media’s popularity. With ever-expanding opportunities to find their ideal customers, social media bridges a very intimate gap between the consumer and the seller, connecting with them in relatable, specific and organic aspects. How can a business wade the waters between sales-forward advertising and establishing lasting relationships? The answer is 2 words, Brand Advocacy.

What Is Brand Advocacy?

Brand advocacy is about pooling resources together, such as people with a large fanbase and following, to share a brand, product or message on their social channels. In other words, it’s a way to spread the love with those who would otherwise miss out or look past the opportunity when presented to them. By sharing a message with fans who trust and interact with you, the results are of higher quality. People who leave comments and product reviews on a company or host site like TripAdvisor, Yelp and Houzz are indirect advocates. They are sharing honest feedback without an incentive.

How Does Brand Advocacy Function?

Brand advocacy is a successful organic way to gain results for a new startup company, feature product or a simple blog post. You don’t need to wait on promoting something important until your page reaches your fan goal of 50,000 followers (which of course takes longer that expected). Instead announce it to your employees, family and friends. Ask them to share the post or create their own content to discuss what you want to share. Send them a link to leave a review on a third party site. It’s amazing to see how far one Facebook post or tweet can travel. It just might even go viral!

Find Your Brand Advocates

First, you must identify what kind of content or information you want to share with the virtual world. Once that is mapped out, it’s time to do some digging. Find people with large followings on social media who share an interest in what your business or startup has to offer. Connecting with people in your niche is the most valuable, so everyone can benefit from the relationship. You can also reach out to top customers, employees, family and anyone in between. Go all out; you can never have too many friends on Facebook and followers on Instagram.

Everyone Loves Candy

The last step is providing an incentive. Of course asking for favors is an acceptable method, but the best brand advocates are ones who feel loyal to you and understand that they are appreciated. Offering them a complimentary service, gift certificate or treating them to a nice dinner, are all modest ways of making a trade without putting a price on it. Sending an email with a redeemable coupon code to anyone who rates your brand or leaves a product review is another viable option. The little steps go a long way with building up brand awareness and solidifying the brand persona.

Surprise Them

When it comes to adding value to any startup or business, both large and small, brand advocates can be very influential without the wasteful advertising costs. Add in an element of surprise to your customer service, like putting a small gadget into every delivery or shoot a behind the scenes video and send it to your email lists.

Real Brands, Real Brand Advocates

Give people something to talk about. Make them brand advocates without even asking. And be sure to stay active on all social channels (especially on Twitter and Snapchat) to scout out natives who can support you and join the community. Remember, happy people are the ones who spend money and keep you in business. #StartAdvocating

Need Help With Your Social Strategy?

Our team at Ajax Union is here to help you make an amazing social media campaign. Get in contact with us so we can walk you through the realm of online marketing!

Episode 5 of our monthly marketing podcast dives deep into the existential realm of social media. We talk about the questions no one is asking, the taboos, the news, and the evolution of the anomaly that is social media. Tune in and make sure you bookmark our blog for more marketing goodness.

Ajax Union is a full service digital marketing agency based in Brooklyn, New York.

Social media contributes to the growth of businesses and brands in very different ways, neither of them are more important than the other. However, the type of blend you utilize depends on what your goals are, but before you can establish your goals, it helps to understand the different benefits having a social media presence. Here we go!

Here, there, everywhere!

Social media allows us to reach audiences that are not within our immediate vicinity. Even if you don’t intend to sell to someone who is in another time zone, being able to spread your voice helps to build brand awareness, after all, we can connect to anyone in the world through six people. Having a voice that reaches further enables you to engage with audiences you otherwise couldn’t reach.

“Get to know you” phase.

A good marketing plan starts with the target audience. Aside from the “who am I” aspect of building out a marketing plan, “Who am I trying to reach” is a main driver, but how do you start getting to know your audience? What do they like to eat? What are their habits? Where do they work? What music do they listen to? What car do they drive? All good questions that can ultimately help you position your business / brand in a more perceptive and intuitive fashion. Understand the demographics and patterns of your customers. With social media you can get past the “get to know you” phase, and move into the nitty gritty good stuff.

Be better, for them.

Great customer service has been, for ages, one of the most critical aspects of maintaining your business / brand. Social media opens up a channel for your team to provide instant, or near instant, customer service, and receive feedback. Honest opinions are common ground in the social media realm, and having direct insights to this is critical.

Scope of reach.

Make it easy for potential customers to find you. A majority of the population has a smartphone, and most of them have a social media app, this means they can contact you via a social media platform rather than email or phone. Other than being readily accessible to your clients, your social media presence rapidly increased your market share within your industry.

Less money, more doing.

One of the best parts about social media is the few tools you need to make it happen, at a very low cost. All you need is an able mind, internet, and a digital device. You can do a lot with a small budget, and if you target your posts properly, your reach can be pinpointed to a detail. Social media is a great place to test more expensive marketing campaigns as well. It’s easy to get started, and at a low cost, it’s a great tool for businesses and brands who are just starting out.

Industry expert level: 10.

Building relationships with your customers is great and all, but do your friends think you’re educated and cool? Social media gives your business more possibilities to establish yourselves as industry experts, all the while not losing your brand voice.

Need help with your social strategy? Our team at Ajax is here to help you make a great social media campaign. Contact your friends at Ajax Union today!