B2B Online Marketing Blog

February 23, 2016: As marketing strategies continue to progress, it’s becoming more important that B2B marketers connect their offline and online marketing programs. A recent KoMarketing news article really got me thinking about this.

online and offline marketing

This statistic caught my attention – nearly 98 percent of CMOs claim that offline and online efforts are merging (Gartner). If the distinction between traditional and digital marketing efforts is fading, what does this mean for B2B marketers?

Driving offline audiences to online campaigns will be an essential tactic to create a truly competitive advantage. Successfully doing this can take an online marketing program to a completely new level of sophistication.

Finding customers online using your existing database is one way to connect your offline and online marketing efforts. The objective is to help customers discover your online presence, and build relationships with them so that you are foremost in their thoughts when they are ready to buy. Additionally, connecting with customers online presents an opportunity to reach a new audience of people who could also be interested in your business because of the similarities with your existing customers. All you really need to get started are some basic fields from your customer database: name, website, email, etc.

In this post, I wanted to throw around a few ideas for how B2B marketers can find their customers online to better align offline and online marketing efforts. Here are 5 tactics for you to consider:

February 18, 2016: Oh, sure. We all remember the kinds of things that Mom told us growing up. Don’t judge a book by its cover. Don’t cry over spilled milk. If you can’t say something nice, don’t say anything at all.

She may have gotten you to eat two more bites of your veggies before you moved on to dessert, but ofangry-mom course Mom never told you anything about your career in online marketing.

There’s a reason for that (aside from the fact that the Internet most likely didn’t exist when you were a kid): She couldn’t. Because online marketing isn’t really something that can be taught.

Like so many other things in life, it’s something that you have to figure out for yourself as you go, through successes and failures and, hopefully, with the help of some experienced colleagues by your side.

Take lead generation, for example.

MarketingProfs research shows 71% of B2B marketers use content marketing to generate leads. But the obvious question is: How do you know which content resonates best with prospective buyers and make sure you’re getting that content in front of them?

There is no one answer.

Tactics and strategies will vary depending on the client or project you’re working on – there is no broad-brush approach that will work best for everyone. What’s important is to spend some time digging into the data and metrics so you can maximize the conversion potential of your content efforts.

Let’s take a look at a couple different strategies for how to find B2B customers through your content initiatives:

February 16, 2016: Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend. During this three-day long annual celebration, a handful of selected players participate in a 3-point contest and dunk contest before joining the rest of their peers for the All-Star Game, which caps off the weekend.

However, before these players can become NBA All-Stars, they’ve spent countless hours practicing and honing their skills. While content marketers don’t necessarily have an annual celebration to match the glamor of NBA All-Star Weekend, we still practice and hone our content marketing skills with hopes of being seen as all-stars within the industry.

notebook and writing things

It’s common for NBA All-Stars to excel in shooting, passing, dribbling, defense, and rebounding. But, what kinds of skills are needed to become a content marketing all-star? Let’s take a look:

February 11, 2016: Email marketing is one of those things many marketers feel like they “should” do, but the fact remains that B2B email marketing strategies differ for each organization. For some, simply sending out emails with current promotions can lead to great click-through rates (anything over 3.5%) and a decent ROI. However, for certain B2B industries, a little more curation is needed, hence why the client newsletter continues to be a mainstay strategy for email marketing.

February 9, 2016: The word these days is content. Video content in particular is an increasingly compelling tactic for business marketers to deploy throughout the funnel, with numbers to support its use.

Marketers are seeing positive results when they include video in the marketing mix. And on average, there’s a more than 40% uptick in traffic on websites featuring video, due to search.

Video brings an immediacy, digestability, context and personality that even the most clever of text-based business content struggles to achieve…at least in our instant gratification, device-ruled world.

Start planning how to create video for your company now. We’ll help you get started.

What makes a good B2B video

How can a good B2B video be characterized?

February 4, 2016: A survey released by Attend and Demand Metric at the end of 2015 revealed that customer engagement remains a top goal for B2B event marketers. Additionally, 63 percent use four or more types of events, such as webinars and conferences, to reach out to their target audiences.

We had a chance to speak to Eric Bisceglia, vice president of product and marketing at Attend, for more insight into the survey results.

February 2, 2016: Missing Puzzle PiecesLast month, I presented our online marketing capabilities to a set of decision makers interested in working with us. They were skeptical of the impact SEO and content marketing could have on actual lead generation, and ultimately sales performance.

I understand their skepticism.

Sure, we [KoMarketing] have a bias in believing SEO, content marketing, or “inbound marketing” (as they called it), are critical aspects in B2B marketing programs and sales enablement.

January 28, 2016: Oh Mean Girls, the great American classic that stole our hearts nearly 12 years ago and solidified Lindsay Lohan’s stardom.

I remember first watching it as a high school freshman and hoping that I never crossed paths with girls like that or was forced to join the Mathletes. Math was not my strong suit.

Yet, as I watched it this past weekend, it dawned on me that Mean Girls actually taught me a lot about how not to approach many aspects of life, especially when it comes to writing blogs.

And no. I don’t mean writing blogs in pink text on Wednesdays.

Let’s take look at why taking the “Mean Girls” approach to writing a blog causes it to fail and how you can correct yourself before you get hit by a bus, err, I mean before you write:

January 26, 2016: As social media has grown, so has the opportunity for businesses to reach customers and potential customers. In fact, according to the Salesforce 2015 State of Marketing Report, 66% of businesses now have a dedicated social media team. Great news, right!?

social-media-keyboardSort of. The problem is that while a whopping number of businesses have a social media team, the majority of them don’t know how to measure their efforts. And of the 95% of B2B marketers who have created corporate social media accounts, half still aren’t regularly active on social media and just 10% feel they are able to articulate the business value of social media efforts.

January 21, 2016: If you’re in the business of regularly writing content on behalf of clients or for your company, you’ve likely gotten your process down to a science. Maybe you always start with an outline. Maybe you keep your notes and ideas organized in Evernote or Wunderlist or Google Keep (or many others) so that you’re able to dive right in when you sit down to your computer.

Or maybe not.

magic-science-kit

Let’s face it: Effective content writing isn’t all organization and outlines, which is to say there is an art to the science. Sure, you must give due time and consideration to keyword research, editorial scheduling, and content strategy, but none of those things would matter if you didn’t actually write up a post to publish.

Point being: You’ve got to find a way to make the words flow, each and every time you write up a post. So what’s the magic formula for how to write blog posts faster?

Sadly, there isn’t one. But there are several things you can do to spend less time writing and more time moving the needle with your SEO strategy.

Let’s have a look:

Contact KoMarketing

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

katie-meurin

"With little digging, you can see that KoMarketing’s team is frequently educating the SEO industry on best practices through articles, blogs and presentations. If you’re considering hiring an agency you want talented people collaborating to bring you the best search results possible – that’s what you’ll get with KoMarketing." – Katie Meurin, Director of Marketing at Zco Corporation

Subscribe to our free quarterly newsletter to get the latest recommendations for B2B SEO, PPC and social media marketing: