Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing

ISBN-13: 9781484287439 / Angielski / Miękka / 2022 / 218 str.

Andrew Schulkind

Opis

Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth. 

Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson.  Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective. 

This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. 

What You'll Learn

• Build a website that serves as the hub of your marketing
• Establish a content promotion plan that puts your content in front of the right audience
• Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing 
• Create effective content in a timely manner with the resources you have available
• Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns

Who This Book Is For

The primary audience is B2B small business owners and B2B small business marketing leaders. 

Spis treści

1: The Marketing Mindset

2: Defining Your Marketing Goals

3: Creating Content that Provides Value.

4: Generating Great Content - From Ideas to Execution

5: The Content Creation Process

6: Branding and Design for Content Marketing

7: Website Technology, Security, and Privacy

8: Your Website As Marketing Hub

9: Landing Pages, Lead Magnets, and Lead Products

10: Promoting Your Content - Email, Social Media, and Beyond

11: Measuring Success - Metrics and Analytics

12: Systems for Ongoing Success

13: Content Marketing Resources 

O autorze

A veteran digital strategist, content marketer, and web developer, Andrew founded Andigo to help companies find the right mix of digital tools to support their brand and sales goals and help them understand how their marketing progress can be measured. 

With a passion for collaboration and meaningful consensus, Andrew views his primary goal as encouraging engagement through solid information architecture, a great user experience, and compelling content. He is particularly passionate about working with B Corps and other mission-driven businesses. 

Andrew’s approach has garnered invitations to present at Social Media Week NY and WordCampNYC among other events. His writing on digital marketing, including privacy in marketing, appears on the Andigo blog, in a monthly column on Biznology.com, and for print and online publications like The New York Enterprise Report, Social Media Today, and GSG Worldwide’s LinkedIn & Business and Tweeting & Business.

Andrew graduated with a B.A. in Philosophy from Bucknell University. He is engaged in a range of community volunteer work and his hobbies include fly fishing, baking bread, and cycling. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")

Blurb

Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence designed to drive growth. 

Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson.  Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective. 

This book provides insight and tools that will help you answer the questions that your prospects are asking. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. 

You will:

• Build a website that serves as the hub of your marketing
  
• Establish a content promotion plan that puts your content in front of the right audience
  
• Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing 
  
• Create effective content in a timely manner with the resources you have available
  
• Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns