Effective B2B and Digital Marketing

Effective Marketing is Essential

​Marketing is at the core of most successful companies. It is far more than just promotion and your marketing should be closely aligned with your business strategy.  The way you implement your marketing is very important too and the role of digital or online marketing will only increase.

  • Do you want to grow your business and get more sales?
  • Would you like to improve your profitability?

If you do, you need a robust marketing strategy that you execute in an effective and efficient way.

We can help you develop a better and more robust strategy and guide your implementation to keep you on track. 

Scroll down to read more.

HOW CLEAR IS YOUR NICHE?


You need to be crystal clear about your niche, so that you can communicate this effectively to your customers and your prospects. This van caught my attention, as it is a great example of a very well defined niche.

Indian Weddings - Niche Market

​Here are some questions that you need to be able to answer:

  • What is your niche?
  • Have you clearly defined your offering?
  • How well have you defined your target market?
  • How well aligned is your offering to your target market?
  • Are you clear about your point of differentation?

Filter IN

  • Who do you want to attract?
  • There should be close alignment between their need and your offering.
  • There also needs to be a recognition of value and willingness to pay.

Filter OUT

  • Who do you wish to deter?
  • What signals can you give that make it clear what you do and what you don't do?
  • Price can be one way to deter prospects who do not value your offering. 

How Effective is Your Website?


The important word here is EFFECTIVE. 

  • Does your website serve its purpose and deliver the results you expect?
  • Do you regularly measure the results?

Your answer to both questions may well be "no" or "not really". If so, do read on! It is vital to be clear about what you want your website to achieve and this will vary from company to company.

This most important function of most websites is LEAD GENERATION.  You want to attract your ideal customer and get a name and email address. One way to do this is to present content that is relevant and of interest and to offer additional and more valuable content in exchange for a name and email address.

Your content needs to be clear and well laid out. Pay attention to navigation so that a vistor can see at a glance what is on your website and pick the content that is most relevant. Keep it simple.

How Well Is Your Website Optimised?

Search Engine Optimisation (SEO) is important as this helps people doing a search to find your website and relevant content. There is a wide choice of tools that you can use. The ones that we use are the WordPress Plugin Yoast and SEOquake, which is a free plugin for your browser.

The SEOquake Diagnosis is very insightful and you can use this tool to view your competitors' websites too. Here is the diagnosis of the post promoting the YouTube Marketing Workshop.

YouTube SEOquake Diagnosis

Pay particular attention to the following components:

  • URL, which uses the slug "secrets-to-youtube-marketing".
  • The title is under 70 characters and contains the main keywords."Unlock The Secrets To YouTube Marketing".
  • The Meta Description is between 70 and 160 characters and contains the best keywords. This appears in searches below the title and URL and in should attract attention.
    "YouTube is the second biggest search engine after Google. YouTube Marketing done well can get more views, engagement and leads. Workshop 18 August, Dunedin."
  • There are no Meta Keywords, as Google no longer uses meta keywords. It is best to leave this empty as adding keywords here serves no useful purpose.
  • There is just one H1 Heading, which contains the best keywords. There are several H2 and H3 Headings. The H1 Heading should come as no surprise:
    "Unlock The Secrets To YouTube Marketing"
  • All Images have ALT text, which is a short description describing the content of the image. This is important as search engines don't physically see images.  The ALT text enables search engines to index an image.

Yoast SEO Dashboard: Marketing

Yoast Marketing Page Dashboard

Yoast is a very useful tool for SEO optimisation and readability. You can see from the image above, that there are green lights for both readability and the keyword "marketing".  There are checklists for both with suggestions on how to improve your score.

SEO optimisation needs to be done in a planned and systematic manner.  Some of the SEO templates are far too complex. A simple Excel spreadsheet will suffice with the following columns:

  • Page or Post Name
  • SEO Title
  • Slug
  • Meta Description
  • Focus Keyword

Use this Excel file to plan your SEO optimisation and make sure you have variety. Use each Focus Keyword ONCE and make sure that each page and post has a unique Title and Meta Description.

Keywords can be confusing. Google no longer uses Meta Keywords, but Google still identifies keywords. The Focus Keyword (term used by Yoast) should appear several times in headings and in the text. The important word here is "several", which means sparingly. Yoast measures the density of your focus keyword. Write in the language of an expert.

Do You Need Help With Your Website SEO?

This is far too important to leave to a website developer, as only you understand your business.  Many websites look great, but lack even basic Search Engine Optimisation. 

We will guide you through the process and explain the steps you need to follow. This can be part of a coaching package or a one-off project.

What Impact Would Better Marketing Have On Your Business?

If this question sparks your interest, please get in touch.

We can help you develop a better and more robust strategy and guide your implementation to keep you on track.