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I’m Daniel rolls from Target Internet and in this video we’re going to talk about business to business digital marketing and try and put it in perspective a little bit so quite often here the argument that people look at a lot of the case studies and examples we use in digital marketing say well that’s all very well and good but it doesn’t apply to me because my organization is business-to-business and there’s a lot of resistance in the business-to-business world about how to use digital marketing because a lot of risk adversity and quite often b2b organizations a little bit more slow-moving a lot of consumer facing organizations a lot of this argument is based on the fact that a lot of case that is you see if the really big shiny innovative kind of campaigns big budgets doing kind of really clever things with social media or digital we take the step back and sell that

doesn’t really apply to what I do but actually digital marketing is very very easy and straightforward for business-to-business once we get our mindset right about what we’re actually trying to achieve and this ties very much in with how we’d think about content marketing so tradition you see an awful lot of people using digital in a business-to-business way to try and push out sales messages we go back that traditional sales process and we send out we’ve got new product launches special offers all these sorts of things what we really need to think about is two different stages the first stage is how do I engage my audience when they’re not even aware of my product or service or they’re not yet at the point of purchase and that’s really going to be about content marketing what content can I provide to actually engage with that audience so that might be best practice guides it might be thought leadership it might be podcast videos anything at all but I’m really

providing value to that target audience when they’re at the top of the sales funnel and I’m finding ways of driving traffic to my website even when they’re not at the point of purchase the next stage is the actual active stage as you go through and we’re researching and buying a product and depending on the business-to-business product or service that might be a couple of days it might be a couple of years so I need to find ways of engagement people over that period of time and I’m answering the questions they may have about my product or service how it works frequently asked all those sorts of different things the purchase may not happen online it may be they then go through and call a telephone number or they fill in a form but that’s our objective with our digital marketing campaign how can i drive that call how can i drive that lead generation

form so we produce content marketing at the top of the sales funnel where i am posting and creating content i’m optimizing that for the search engines i’m engaging with that through social media then i’ve identified each of the stages of the buying cycle and i’m creating content to tick the boxes of what people need and then i’m measuring that primary objective of getting somebody to fill in that lead generation form or call a telephone number through in my analytics online now with web forms filling in a form that’s relatively straightforward with telephone numbers there are lots of services out there that will generate telephone numbers that are specific to specific stages or pages of your website so you can start to work out where that phone call actually

came from as well so actually digital marketing is really really effective for business to business but it’s not about broadcast and pushing out sales messages it’s about engaging around content it’s about demonstrating knowledge and your place within the market it’s about providing the right content to help people make informed buying decisions and then tracking what works and what doesn’t and iterating through that process so when you look at these examples innovative and shiny and big-budget that we see quite a lot in the consumer world we need to take a step back and say how can I apply that how does that fit in with my user journey and how am I going to look at how I provide value to my audience not only when they’re actually looking to buy my product or service but also thinking about how I can engage them more broadly through content marketing so I hope you found this video useful please subscribe if you did and I’ll see you again on target internet com

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