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Wednesday, November 16, 2016

The 5-Finger Guide to B2B Marketing


B2B marketer, where should you focus?Mark Schmukler of Marketing Insider Group says you should master these five areas:

Your website.
All roads (whether email, SEO or SEM) lead to your website. It'd better be responsive. If it's not mobile friendly, you're toast right off the bat. Fifty-seven percent of visitors won't like you.

Your brand. Develop a brand guide and harmonize everything customers encounter, from business cards to brochures, email signatures to trade show exhibits. Your credibility is at stake, especially if you operate in a niche industry.

Search Engine Optimization. The key to SEO is content. Lots of it. Content is the way to gain authority with Google. And it needs to be placed all over the web, not just on your own site, so learn how to do PR.

Search Engine Marketing. SEM comes into play where SEO leaves off. Google Adwords puts you among the top four slots in Google searches. Why Google Adwords? Simple. Google owns owns 71% of the search market.

LinkedIn. Forget the other social media platforms until you leverage LinkedIn. Ninety-four percent of B2B marketers use it to distribute content, especially those who need to reach senior managers (half the world's highest earners are members). And sponsored content is awesome. You can target members based on 15 categories, including location, industry, job title, seniority, gender, age, and years of experience.

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