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Business Marketing Fast Fixes

These are somewhat scary times at some B2Bs.  Despite expert advice about becoming more aggressive in a downturn (some of it summarized in our posting “B2B Marketing in a Recession”), their top management is more inclined to be cutting marketing expense than approving increased spending.  Leads are harder to come by and taking noticeably longer to close. – B2B Web Strategy – Fast fixes for B2B marketing in a sour economy

The slow economy may have given you a little bit of extra time on your hands.  Now is a great time to take a look at your business marketing plan and procedures and do some housecleaning.  B2B Web Strategy has some good information to get started, which can apply to both B2B and B2C companies.  Here are some more suggestions:

  • Measurement – Take a look at your analytics and sales measurement tools and make sure you are getting the information you need to make good decisions.
  • Advertising – Re-evaluate any advertising you’re doing – display, print, AdWords, etc.  What’s working well and what’s not?  Are the ways to improve what isn’t working as well?
  • Customer List – Spring clean your CRM or customer list.  Are there some customers/potential customers who should be moved to the bottom shelf?  Are there customers you should be spending more time with?
  • Lead Generation – Are your lead generation processes working well? Are there improvements you can make to increase leads or the quality of leads?
  • Sales Funnel – Once you get qualified leads, are they becoming sales?  What can be improved to increase the percentage of leads that convert to sales?

Remember that to increase sales on your website (and in general), you need to increase traffic to your site (and keep the same conversion percentage) or increase the conversion percentage (for the same amount of traffic) or both.  Periodically re-evaluating your business marketing plan and how well it is working can help you achieve whichever goal you choose.

What fast fixes work for your business marketing?

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B2B Website

If you are a business-to-business (B2B) company, your website audience is quite a bit different than a company who targets consumers (B2C).  To get the most of your business website, you’ll need to account for these differences in both your design and content.

Intent

Website visitors to a B2B website are people from other companies who are also trying to do business.  Their intent with visiting your site is to help them make money – by purchasing your products or services, gathering information, etc.  The B2B audience is usually online from their workplace, so time is valuable.

Small, targeted audience

The audience for B2B sites is usually much smaller than B2C, but is much more targeted.  Keep your targeted audience in mind when designing the site and writing content.  You have an opportunity to reach just the audience that you want – your customers.

Behavior

Because they are using your website for business decisions, the B2B audience will be focused on finding the information they need to make those decisions.  If they can’t easily find it, they’ll quickly move elsewhere.  However, B2B visitors are also looking to build relationships with companies and people they can trust.  If you provide valuable information, products and services, there is an opportunity for long-term partnerships.

Expertise

Your B2B visitors are experts in their field and expect the same expertise in potential partners and vendors.  They probably know your products or services better than you, so website content and layout needs to focus on this sophisticated audience.

Buying Process

The buying process in B2B is much longer and more involved than in B2C.  B2B customers are making rational purchase decisions based on business value.  They want products that will help their business be successful.  B2C customers make emotional purchase decisions based on personal value.  Information about your products and services needs to focus on business value and information necessary to make a rational purchase decision.

Value of Sale

Purchases made by B2B customers are typically much larger than B2C customers, so there is a great deal of value in the sale to your company.  It is worthwhile to put the time and effort into providing your customers exactly what they need to succeed – they will reward you with sales.

Listen

Because your B2B customers are experts in their fields, they are a valuable resource to your company.  Listen to what they have to say about your products, services and website.  Since they are looking for long-term relationships, they are often more likely to spend the time to help you improve.  Your B2B website should include opportunities to interact with your customers and for them to interact with each other.  You’ll find valueable information that usually comes with the high costs of a customer research firm.

If you have a B2B website, how do you use your website to reach your B2B audience?

For more information:

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Ustream is streaming our language

I’ll be honest, its Friday.  Its gorgeous outside. I’m doing research on this post by watching shows on ustream.tv.

In truth it is hard to pull myself away from the high quality live broadcasts that sit up at the top of the ustream select channels.  Shows like Buzz Out Loud (a CNET property) are slickly produced and highly engaging examples of what businesses can do with ustream’s distribution technology. While CNET may have more polish in their delivery, their setup really isn’t much beyond a set on a show floor, two suits in front of a a good mic and a stationary camera.  Replace that show floor with a conference booth, or a marketing board room, store opening or factory floor and now you’re a broadcaster for your business.

ustream.tv has an interesting backstory.  Co-founders John Ham and Brad Hunstable met as cadets at the Army’s West Point Academy.  While serving as officers during wartime they experienced the troubles soldiers had in contacting many family members and friends within the short time given.  They started ustream as a way to connect many people to one soldier broadcasting over the internet.  From millitary to civilian, ustreams interactive technology fit comfortably into the Live Streaming space being left open by more established video hosting players.  In a Fox News interview the founders seem comfortable in their monitization plans which involve traditional silos as Ad revenue, partnerships and sponserships.  Funding for the live internet broadcaster has involved Angel funding from Ross Perot and the young company claim to list General Wesley Clark as a board member.

Getting away from the corporate About Us page for a moment, ustream does have a good man-on-the-street reputation.  Their video community is well policed for copyright and inapporporate content, lending to their legit rep.  Streaming tools available are intuitive to use, which is a must have for the competitve market.  Offering Javascript embedding, pre-recorded video, and chat capability is also standard selection.  Their monitization model is standard enough to say that most small broadcasters will be able to use their service for free.  Really for me the distinctive asset is a customer base which includes CNET, Penny Arcade and Digg.

Someday Sazbean will ready yet for live broadcasting.  When that day comes ustream will have our business.  Unless, you know… there is someone better by then.  Im looking at you justin.tv