A web marketing strategy is an organized plan to attract customers to a business’s services through online outreach. B2B businesses rely on web marketing strategies to generate new leads through various methods such as blogging, search engine optimization and social media to reach target audiences.
There is no one-size-fits-all web marketing strategy suitable for all B2Bs. Businesses must identify the right strategies for them, along with the most effective web marketing tools and approaches. Using a customized strategy and marketing channels, a company can attract more qualified leads to its web funnel. At Sprint Marketing, our focus is to increase web leads using the leading web marketing strategies available.
What Are the Steps to Create a B2B Web Marketing Strategy?
With B2B businesses, the exact details of each step to create marketing strategies will vary. Each company has a unique product or service to sell. Naturally, this affects the way businesses will present themselves in a marketing campaign.
That being said, these steps will provide most B2B businesses with a good idea of where to start as they begin planning their online web marketing
#1 Create a brand:
Businesses should create a theme, logo, tag line, or common element in design that customers will recognize when they see a business’s name or products. Consistency in online marketing strategies gives customers more faith in the company before they even come into contact with a website or product information.
#2 Know your industry:
Groundwork must be laid before you can launch into web site marketing. Understanding the space you occupy in your industry enables you to narrow your focus and determine the scope of your efforts. Part of this dialing down involves understanding your audience: what problems they have, what solutions they are looking for, and how they go about searching for those solutions. Determining search methods and search terms helps you find your target audience.
Adding locations, specific details about services or products, and using a broad range of terms will help with web marketing SEO. Businesses need to be able to predict what their audiences will want and what they will search for, in order to lead interested customers back to the business website.
#3 Know your competitors:
Studying your industry will also provide insight into other B2B businesses occupying your space. Additional steps to analyze your competitors’ strategies and tactics will help you create a basic groundwork for your own web marketing strategy.
#4 Publish and promote:
Internet marketing strategies mean nothing if there is no promotion. Since B2B businesses need to connect with other businesses to succeed, there has to be a push for communication and interaction in promotional strategies.
There also needs to be something for potential leads to read or see. Creating content in the form of blog posts, interest articles, press releases or customer reviews will reassure customers and make them more likely to contact the company about a product.
B2B organizations may choose to add display advertising to their website marketing strategies. This tactic includes purchasing advertising space on other websites, banner ads, promotion on other blogs or websites and pay-per-click campaigns.
Social media is also an important means to interact with customers and create more interested leads for the company. Keeping in contact with customers and providing personal responses to customer questions often provides invaluable leads and generates brand loyalty.
#5 Assess Success:
Any internet marketing strategy should look at the success of previous efforts. B2B businesses should track their campaigns and establish performance indicators they can later use to evaluate the success or failure of web marketing solutions they employed.
Businesses may want to re-evaluate steps 1–4 to make sure they are getting the right attention when and where it is needed to generate leads, possibly creating a new marketing strategy template to fit a changing need.
Many B2B businesses turn to a web marketing agency to help identify their strategic needs and to optimize their marketing efforts. Reliable web marketing services will use these steps to help their clients find the right marketing strategy for their company.
The goal of web Internet marketing is to bring more potential leads into the web lead funnel. This funnel highlights the typical steps customers follow, from the point when the lead recognizes a need to the point where he or she purchases a product or service.
The stages of the web lead funnel are summarized as:
With a strong web marketing strategy, B2B businesses have more control over the success of their leads and can entice customers into the web lead funnel to create more viable leads for the future.
Download this FREE Step-by-Step ebook on How to Create a B2B Web Marketing Strategy
Sprint Marketing is a web marketing firm that specializes in using web marketing strategy to generate web leads. We help companies create B2B marketing promotion campaigns, as well as providing them with in-depth marketing lead ROI.
For more information on how to create a B2B web marketing strategy, download this FREE step-by-step ebook.