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Marketing Strategy

B2B Marketing for Beginners

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Marketing is a challenging field. When designing their marketing plan, marketers must balance the need for creativity, financial constraints, and channel selections. 

Your audience, however, will ultimately determine how successful your marketing will be. Your promos and adverts will probably go unnoticed if you are not correctly targeting your buyer persona. If you’re not marketing at all, why bother? 

But the distinction between target audiences for corporations and consumers varies the greatest. While some businesses cater to single customers, others do so for businesses and groups.

Compared to marketing to individual customers, marketing to businesses is significantly different. B2B marketing, a whole distinct approach to marketing, was created for this reason.

B2B Marketing: What Is It?

Business-to-business marketing, or B2B marketing, is exactly what it sounds like. It involves promoting your good or service to another company. However, it’s crucial to remember that even if you are providing a good or service to other companies, you are dealing with a person who runs that company. Therefore, it is appropriate to think of B2B marketing as focusing on the people who make decisions about purchases for their company.

Steps to B2B Marketing

Marketing is audience-dependent. Even though B2B and B2C marketing are different, there are differences among B2B marketing materials. 

This section will discuss numerous B2B marketing techniques you may use to target a particular business audience. Make sure you comprehend the B2B buyer’s journey before we continue. Keep in mind how each phase may influence your marketing tactics and how you put them into practice. 

You should follow a few stages while developing your B2B marketing strategies before moving on to implementation.

Conduct a Study of the Competitors

Conduct a competitive analysis to examine the market and discover what other companies are marketing to your target market. When examining competitors, keep an eye out for the following: 

  • Competitor product offers 
  • Competitor pay-per-click strategy and outcomes
  • Competitor marketing materials and social media presence 

By understanding these factors, you can identify your competitors’ SWOT analysis, strengths, weaknesses, opportunities, and threats.

Establish Your Brand’s Positioning First

You must be completely aware of your brand positioning to develop a successful plan. This assertion captures the who, what, when, and how of your brand identity or how consumers see your company. 

You’ll be prepared for the following phase once you create a brand positioning statement that your staff and potential customers can support. 

Determine Who Your Target Market Is

Find the people truly in need of the goods or services your business offers. You may utilize that knowledge to develop customer personas and comprehend the purchasing process, which is a helpful tool for any marketing.

Research Potential Marketing Channels

Your competition study will show you the various marketing channels your rivals successfully employ and the ones they haven’t used.

You can diversify your B2B marketing portfolio and connect with the firms you need to once the earlier steps in developing your B2B marketing strategy have been finished. Investigate channels, methods, and technologies to maximize your leads and customer funnel based on your customer segmentation and competitive analyses. 

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3 Takeaway Tips: Building an SEO strategy for Living Goodness

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Anyone should know that to establish a good online brand presence, you need a good Search Engine Optimisation (SEO) strategy. Keywords are a main part of that strategy – they’re more than just using the right tags to find relevant blog posts – they help boost your business’ search results so your website gets more traffic.

Last year, we helped Living Goodness develop an SEO strategy that saw them appear on the front page! And to top off the cake, it was also the first time that Living Goodness ranked higher than a competitor.

living goodness rankings

Seventh place! Not too shabby.

In this blog article, I’ll show you three key skills that we utilised for their SEO strategy, and show you how you can put them to work on your own business.

1. Identify which keywords you need

The keywords that you choose for your SEO strategy should fall into three categories:

  • Keywords you’re currently ranking for
  • Keywords you wish to rank for
  • Other relevant keywords you should also consider

For example, Living Goodness were ranking for “fermented foods nz” (though they appeared on the second page of search results). They wanted to rank higher for this search term, and also wished to show up for “sauerkraut nz”.

ranking for sauerkraut nz

Which we achieved, by the way.

We went on to conduct our own research to find relevant keywords that would complement these. A handy tool that we turned to is called Answer the Public.

This allowed us to see what users were also searching for alongside the terms “fermented foods nz” and “sauerkraut nz”. We picked up key phrases and words such as “probiotics”, “raw”, “organic” and “kimchi” alongside many more. This also gave us a good starting point for blog article ideas.

2. Incorporate these keywords into existing content

Now that we had a lovely list of keywords, we needed to disperse them around different landing pages in a natural manner. For SEO purposes, there were key points that needed keyword boosting:

  • Landing page headings
  • Links
  • First paragraphs of content

These were just a few places where we implemented keywords into the existing content in a manner that was natural and flowed. Being a business that sells fermented foods, this wasn’t a problem. We also made sure we used a mix of these keywords because no one likes repetition (especially not Google!).

3. Help out your visitors with handy internal linking

Keywords aren’t the only way to boost SEO. There are many things that affect search engine rankings, and relevance is a big contender. If people aren’t spending long enough on your website and are bouncing away quickly (tip: check the bounce rate in Google Analytics), it may very well mean they’re not finding what they are looking for on your website.

Internal links are a great way to boost SEO and retain website traffic. If you aren’t linking to your products whenever you mention them, it’s a huge opportunity wasted. You also want to encourage a longer customer journey by suggesting other pages that are relevant.

For Living Goodness, we added links to their stockists page and social media handles on the recipes pages. This call-to-action prompted visitors to seek the closest stockist after reading a delicious recipe – “Are you running low on delicious sauerkraut or kimchi? Check out your local stockist here.” The social media links also encouraged visitors to share any of the recipes they’d followed. Being a foodie Instagram account, any photos using a Living Goodness product was free user-generated content, and of course, we were going to make the most of it!

Three simple tips that you can do yourself

As you can see, these tips are all very simple, easy and free to do. Hopefully, you’re able to apply them to your website straight away.

All these were tasks that we did as part of our SEO Starter Pack. It’s a comprehensive analysis of a website with actions to improve SEO and a recommended guide for next steps.

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3 SEO Tools That You Should Know How To Use

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In any business having a strong online presence is very important. And when it comes to building a good online presence, using SEO tools can help increase your search engine rankings to reach more clients for your business.

In implementing search optimization or SEO campaigns, it’s important to know the right tools to use for the best results. There is a wide array of SEO tools, from keyword research tools to metric monitoring software. So what is the best SEO tools you can use for your next marketing campaign?

This article will cover the best SEO tools that you should know how to use so you can achieve your SEO marketing and business goals.

1.Data Visualization Tools 

Using data visualization tools is important to handle a large amount of data and sort the most valuable in making sales and marketing decisions. Some examples of data visualization tools include Google Sheets, Google Slides, Google Data Audio, and Google Fusion Tables. 

Here are the benefits of using SEO data visualization tools: 

  • Easily spot issues with orphaned pages, internal link deficiencies, and canonical tags. 
  • You can use them in link building audits and showing the most powerful web pages and distribution of internal links. 
  • It’s easier to demonstrate the return of investment or ROI from SEO. You can extract revenue data and create simple charts to show the management, your clients, or investors the impact of your marketing efforts, and your products and services.
  • These tools provide keyword ranking data that is filterable by a query, such as filtering out “branded keywords.” In this way, you can fully understand a website’s commercial intent.

2.Keyword Research Tools

Keyword research is a crucial aspect of every SEO strategy. It’s a good thing that you can easily find the most relevant keywords to use with free online tools to help optimize your content, attract more visitors, or increase traffic, and gain higher sales.

Here are some examples of commonly used keyword research tools: 

SEO

SEO

  • Google AdWords: It’s a keyword research tool that allows you to know the best revenue-generating keywords in seconds by showing competition feedback and volume for different keywords. Because of this, it’s one of the best tools for competitive analysis. All you have to do is drop a landing page URL or website into Google AdWords and see target keywords instantly. 
  • Google Analytics: Google Analytics can exactly tell what online users are looking for. In that way, you can help them by creating informative content. The Google Search Console integration allows you to “query” data directly through Google Analytics. You’ll see search terms that online users are using to reach your website. You can use emerging keywords to find and create new SEO content topics. 
  • Moz Keyword Explorer: Easily get basic SEO data such as competition and volume, as well as opportunity and difficulty scores. Also, it gives recommended terms according to similar searches that you can add to your specific campaign’s list. 
  • SEMrush: This keyword research tool comes in handy if you’re looking for relevant keywords for your advertising campaign. It means that you can easily find profitable keywords suitable for your business niche. Also, it can display all the keywords your competitor is paying for.

3.SEO Audit and Monitoring Tools 

For many websites, the main source of traffic is search engines. This is why for businesses wherein the majority of income highly depends on Google ranking, SEO audit is very important. You can use an SEO monitoring tool to help improve your rankings and outrank your competitors.

Here are some of the best SEO monitoring tools today: 

  • Ahrefs: Ahrefs can help you grow your website’s search traffic, monitor your niche, and research your competitors. Also, it displays the 404 pages from your backlinks so you can redirect them for quick wins. 
  • ScreamingFrog SEO Spider: This SEO tool is a website crawler, crawling websites’ URLs, and fetching key elements to study and monitor onsite and technical SEO. It comes with many free features that allow finding redirects and loops and upload a master list of URLs in a site migration for auditing.
  • SEMrush: It’s one of the most sought SEO monitoring tools that are always updated, allowing you to monitor your SEO metrics and help attain your best SEO performance. 
  • SimilarWeb: It provides empowering features for competitor research and analysis and gaining in-depth SEO insights. 
Conclusion

Search engine optimization or SEO tools are valuable in attaining your web presence and business goals. By using data visualization, keyword research, and SEO monitoring tools, you can clearly see where your SEO and other digital marketing efforts are heading to. Also, you have a better idea of your site’s performance and get valuable keywords you can use to create SEO optimized content.

 

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3 Ways to Change Your Business Thinking & Actions for 2018 Success

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Use the code “2018success” to grab a seat with a 50% off end-of-year special!

This November, we’ve got another breakfast seminar happening! We will be covering 3 ways to change your business thinking and actions for 2018 success. 

Has your business reached a standstill even with new business strategies and tactics implemented?  

Perhaps it is time to renew your thinking with us! Getting your thinking right is the key to developing the right business strategy and tactics. Digital marketing is one of the most effective tools to utilise when unlocking business growth and boosting brand awareness. To help you better understand how incorporating digital marketing and the right business strategy can unlock secrets that underpin success, we have this insightful breakfast seminar lined up for you.

About our speakers

An experienced B2B expert, specializing in direct response marketing and new business development.

  • Debra Chantry (Founder of The Common)

A well-recognised leadership coach, workshop facilitator, keynote speaker and author, focused on entrepreneurship.

Practical tips you’ll learn

  • How to break old patterns of thinking to make fresh and effective plans
  • Which crucial steps to take to boost your digital strategy
  • SEO techniques to attract traffic to your website
  • How to implement ‘the basics’ really, really well for brand awareness

If you’re serious about starting the new year with the tools needed for success, you wouldn’t want to miss 3 Ways to Change Your Business Thinking & Actions 2017.
A light complimentary breakfast is included!

23rd November, 2017

7:30am – 9am

The Common

1 Faraday Street, Lvl 2, Suite 7
Parnell
Auckland

The Common

Use the code “2018success”at the checkout to get a 50% discount!

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How to do a super simple competitor strategy analysis

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When it comes to a marketing report, you may dread the idea of seeing pie charts, bar graphs and numbers floating around. That’s not to mention the accompanying dry, boring analysis of these results, written in what looks to be a different language.

If you think this, you’re so very wrong.

Recently, I wrote up a competitor strategy analysis for a client, Living Goodness. The results took no longer than 30 minutes, there were no graphs, and the report reads just over a page long!

Read on to find out exactly how I accomplished this – it’s super simple, I promise.

How to do a competitor strategy screenshot 1

Seriously, this is 97% of my report – short and simple!

#1. Find your competitor

If you’re running a business and have no idea who your competitors are, you need to remedy this quickly.

Open up your internet browser in incognito mode and Google search a few keywords on what your business is about. Why incognito? Well, the search results will be personalised to your search history so you want to find a competitor that is worth analysing.

Living Goodness sells sauerkraut, so I typed into Google, “sauerkraut nz”. Google has been working on improving localised searching since around 2015. While obvious searches such as “Italian food” will bring up local restaurants, I needed to localise Living Goodness keywords so that Google knows I want to buy this product from a local store, as opposed to just needing a sauerkraut recipe.

Living Goodness ranks on the front page for “sauerkraut nz” (yay!) but so does a competitor. This will be the target of my strategy analysis.

 

living goodness google ranking

Third place on the front page of Google! Yay Living Goodness!

 

In a new document for notes, I made three subheadings:

  • Website
  • Facebook
  • Instagram

You’ll need to adapt these to suit the media platforms of your client.

#2. Website

From the competitor’s website, I can see all their social media buttons on the top right. This is the first difference I note. Living Goodness’ social buttons are in the footer of every page, but that requires scrolling down to see. Placing additional social links somewhere on the homepage where they will be visible to visitors is the first thing I make note of in a section called “suggestions”.

living goodness website

There’s not much above the fold on the Living Goodness website…

I embark on a journey across the competitor’s website, making note of what they have and what Living Goodness don’t have on their website.

Along the way, I kept asking, “why?” For example, the competitor lists recent recipes on a sidebar on their landing pages. Why is this? Well, as a mere consumer searching for sauerkraut products, I can see that it will prompt me to head to the recipes page, especially if there’s a delicious concoction that catches my eye.

A sidebar can easily be installed into websites as an automated widget – this means any new recipes uploaded will reflect in this sidebar without additional action, thus providing fresh content for each time I visit their website.

#3. Social media

Next, I compared the social media platforms of Living Goodness with their competitor. I pulled up their Facebook and Instagram pages, and scrolled through like a scorned ex-girlfriend.

How often did they post? What sort of content were they posting? Did they do something different on their social media pages that Living Goodness didn’t do?

Who had more followers? Why and how? These were all very important questions that I needed to ask.

I also compared the hashtag activity because everyone knows that behind every successful Insta-famous account is a strong hashtag game (also pretty photos, of course). As this competitor sold products that were pretty similar to ours, I derived a list of hashtags that our client doesn’t use but should do.

Living Goodness’ products are very visually appealing, so their Instagram needs to reflect that.

#4. Suggestions

Of course, I didn’t want Living Goodness to copy their competitor post for post. This strategy was merely to boost their digital presence, just based on my observations of their competitor.

One important thing I had to keep in mind at all times was objectivity. I had to see Living Goodness’ competitor from the eyes of a hungry 20-something-year-old who just wanted buy sauerkraut.

This allowed me to cruise through their website and social media platforms from a fresh perspective. What would I first notice if I wanted to buy some of their products? What would annoy me if I were trying to see their stockists? If I needed to read reviews of their products, was it easily accessible?

With this frame of mind, I also turned my attention to Living Goodness’ own platforms to see what needed to be changed.

From all this, I wrote out a brief but very useful competitor strategy, using clear subheadings and bullet points. Easy to write, easy to read!

Living Goodness facebook page

I all but stalked the social pages of Living Goodness. As you can see, this is a proven and justified technique.

#5. Client meeting

I scheduled a meeting with the lovely Fiona from Living Goodness and ran through this report with her. It was important that she took the same journey I did, so in a few cases, I got her to open up the social media platforms to see exactly what I was referencing.

Next time I conduct a competitor analysis, I could include screenshots to highlight my points. As it was, Living Goodness only have one major competitor, and as I had explained my strategy clearly, it wasn’t just another boring report to be tossed aside.

When it comes to working for a client, it can be too easy to lose sight of the bigger picture. This report showed that we like to keep an eye on the industry to boost the presence of Living Goodness.

 

Now are you ready?  Here’s another article about How to Compare your Website with a Competitors

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How to become an Effective Business Leader

How to become an Effective Business Leader

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If you are responsible for the running of a business, then you are a leader. Being a leader means having the specific skills required to get the best out of people, such as employees, suppliers, and the people you meet in the running of your business. With an effective leader steering the ship, a business has the potential to grow and thrive.

If you are looking for the advice of being an effective business leader, this guide gives you some tips.

  1. Be Likeable – One of the most overlooked aspects of being a good leader is to simply be likable. How is your demeanor when you walk into the office? A leader who is friendly, smiles and makes the effort to acknowledge employees is going to be more liked than someone who walks in with negativity. Make sure your presence around others is always a positive one and you will be liked as a leader.
  1. Communication Skills – Good communication is about much more than making yourself understood. It is a two-way process that involves just as much listening as it does speaking. Making sure that everyone has a chance to be heard will make them feel valued and strengthen your team. There will be times when you need to give instruction that may not be agreed with, and it that case good communication means being open when you are making a particular decision, and being clear in your instructions and the desired outcomes.
  1. Build Relationships – When you have good professional relationships, it helps in every area of running a business. Take the time to get to know your employees, as having a rapport will help stop the ‘them and us’ barrier that so often occurs between lower-level workers and senior management. For more ways to build successful business relationships, you could also hire a coach such as Toni Vans.
  1. Set a Good Example – You can’t expect others to do a good job if you don’t set a good example yourself. Be the leader who you would want to work for, and you are on the right track.
  1. Able to Act – Being a good leader means being able and willing to make decisions, and sometimes tough ones. Taking calculated risks and being decisive is something that makes your team have confidence in your abilities, and having a supportive team also furthers your development as a leader.
  1. Support Team Development – As a leader, you should be able to motivate and inspire your team. One way to do this is to take an interest in helping them develop and grow their career. This could take shape in investing in training programs, or helping them to strengthen specific skills in areas that were either lacking or that are of interest to them. People who feel rewarded for the efforts they put into their work are more likely to have job satisfaction and be key team players.

An effective leader is someone who understands people, as well as the specifics of a business niche. When you develop your skills as a leader, you will have a happy team that helps your business grow.

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Facebook Icon On Fire

How Facebook Boosted My Newsletter Subscribers

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Email or FacebookFacebook hasn’t replaced any newsletter (at least not yet but you never know what Facebook’ll do next). What Facebook has done is equal the amount of traffic driven to our website from our weekly newsletter.  And helped us to recruit new opted-in newsletter subscribers.

Better yet – it’s all free.

Key things to note: Our weekly newsletter has over 4,500 subscribers. Our Facebook page had just 400 (over the course of this experiment we increased this to 550).  Wow – that’s ten times fewer subscribers but they’re visiting and re-visiting the website.

Everyone knows the theory of email newsletters – their open and clickthrough rates so I won’t waste time here. We’re going to tell you how you can drive more traffic to your website from Facebook.  Then invite visitors to join the newsletter.

What we were doing

We posted 3 times a day on Facebook, for Facebook – all of which was shared from other users and pages on Facebook. These posts were backed up by regular blog post entries (one every day) which were automatically fed to our Timeline. Very standard.

So what did we change?

There were 3 major changes.

  1. The first was to do with posting amounts and timing. We increased the frequency of posting and changed what time of day we posted Facebook updates. This was increased to 5-6 times a day (effectively doubling our previous posting frequency).
  2. The second major change is where we post from. We changed all sources of our posts to our website and then linked to them.
  3. Our third major change was where we sourced our content from. It’s important to note here we hardly ever created original content – we either shared others or repurposed our archived content.

To facilitate changing the source of our posts to our website we installed new plugins. People will spend less time on our Facebook page because we are directing them to our website. As a result, many of the plugins we installed were to make sure our content is still shared (which often doesn’t happen once you leave a social media site). As we knew many of our visitors would also be arriving from a mobile device (Facebook’s App is becoming more widely used) we paid particular attention to how our site looks on mobile devices.

Step 1: Smarter Posting Times

Our audience is active at all times of the day. We were initially posting 3 times daily between 9am and 5pm – Not the smartest move when you look at the graph below of our visitor traffic over 24 hours.

When Fans Are Online

Click To Enlarge

For this reason – we opted to post every 4-5 hours. Remember – we don’t want this to take up all our time and we definitely don’t want to be up all night so we chose to schedule our Facebook posts. To enable auto-posting of blog at all times of day we installed new plugins which I’ll discuss below.

Step 2: Make The Website The Destination

We want to drive traffic off Facebook to our website.  This is marketing real estate that we control and manage.  We’re not dependent on Facebook’s grace.  Making most of your posts direct to your website is therefore logical.  And remember our objective is to drive readers from Facebook to becoming opted-in newsletter subscribers.

This of course means publishing content designed for Facebook on your website. Whether you’re sharing an article or a photo, upload it to your site (add a link on the post to credit the photograph if appropriate).  Don’t just link them straight to the original source, ideally you’re seen as the source of the content so they spend longer on your site and less elsewhere.

With our new plugins – photos are uploaded from our website to Facebook automatically. When a user clicks on a photo expecting it to enlarge they are instead redirected to our website (where there is a larger image front and centre). Bingo – we’ve just driven traffic from Facebook to our site. From here you have 2 challenges –

  1. How can they share this with their friends?
  2. What’s going to keep them from leaving your site?

The first challenge is easily answered – plugins which I will discuss later on. The second is to have an attractive website littered with quality content – this is discussed just below.

Step 3: Sourcing Quality, “Original” Content

To ensure our content is appealing, we need it to be socially shareable. While there are no guarantees, using already proven socially shareable content is a start. But you don’t want to appear a copycat. So how do you get proven socially shareable material while still looking “fresh” and “original”? The easiest strategy is to find content from sources other than Facebook. Pinterest was a great resource for me as pictures make the best Facebook posts and most photos came with a short description or piece of information – perfect.

Setting Up Your Website: Plugins Used

Below is a list of the plugins you’ll want to install if you’re on WordPress. I’ve described the types of plugins you want before stating what plugin we used. These plugins are all free and you may have your own preference.

  1. New Automatic Posting To Social Media (Facebook/Twitter).

    • NextScripts: Social Networks Auto-Poster [Hands down the best autoposter plugin. Fully customisable, plenty of social media options and looks like the posts were shared straight from Facebook. 2 great features of this plugin are that you can choose individual posts to be image posts or linked posts etc & Imports Facebook comments so your website appears popular]

  2. A more simple “Like Us” button further up the News main page.

    • Facebook Social Plugin Widgets (This plugin installs widgets to be used wherever – we used them in the sidebar of our blog page [note page and not post])

  3. When someone enters our site (for the first time) a like us on Facebook plugin pops up [This doesn’t interfere with our pre-existing Newsletter signup popup].

  4. Horizontal social sharing toolbar along the top is non intrusive and doesn’t cover any text unlike many vertical floating ones.

  5. Sharing of individual pictures on Facebook, Twitter and Pinterest by simply hovering your mouse over the picture.

  6. Floating Sharebar down that follows the user down the side of the post. It allows sharing to Facebook, Twitter, Pinterest etc

    • Digg Digg (Leave a comment if you’d like my custom CSS code so the spacings etc look nice and clean with no borders or ads)

  7. Mobile Plugin so website looks good on every device

 

Results?

Results of Our 1st Change

So what were the results of our changes? The graph below reveals all. With a simple change in the frequency and timing of posts our weekly reach exploded. This is most likely due to reaching more individuals as opposed to reaching the same people multiple times.

Click To Enlarge

Click To Enlarge

 

Results of Our 2nd Change

The screenshot below is of our website’s referrals for the 2 week period before and during our Facebook efforts. As you can see, vast improvements. We basically received 1000 extra page views each week (remember, at the time we only had 400 people liking our page). I’ve highlighted the Twitter referrals as well (t.co) as although we designed this campaign for Facebook – using the NextScript Autoposter plugin we also published the same content to Twitter (although we changed the structure of the titles and links etc from within the plugin’s settings). You’ll notice the amount of referrals we got from Facebook Mobile (m.facebook.com). Good thing we had WPtouch installed so our page would look good on any device.

Click To Enlarge

Click To Enlarge

 

Did Our Plugins Do Their Job?

I was initially skeptical when installing the Facebook Page Promoter Lightbox – no one likes popups. After 2 weeks though, we picked up 50 likes from external “Like” buttons. These buttons were only in 2 places, the first was in the sidebar on the blog page the second was the aforementioned lightbox. I’m almost 100% sure the lightbox is where we picked up all of those likes.

Click To Enlarge

Click To Enlarge

Sling pic and both social sharing bars (vertical and horizontal) picked up a few extra “Likes” and retweets which was nice – nothing to write home about but every little bit counts. WPtouch can be attributed to the 13 mobile likes as although it means people liked our Page from Facebook (on a mobile device), the website must have been attractive enough to have convinced them.

Conclusion

The initial results are all very promising, only time will tell how good a long term strategy this is. The short term gains were an instant increase in likes going from 400 to 550 in 2 weeks, engagement going up and a large increase in unique visitors and page views. There were of course more minor, intricate strategic choices made during this period and still being made now – these will be discussed in a later post.

 

If you’d like any help setting these plugins up or want to discuss how this can apply to your online strategy get in touch by leaving a comment below.

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