By Lauren Fenthum

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The digital revolution in many aspects has been a whirlwind, allowing for more opportunities to be developed and new strategies to be implemented. However, in terms of marketing and sales, for small business-to-business companies, it has proven a little trickier. Traditionally, for most sales to take place, some form of human interaction was needed, even with the introduction of the web. Now, we see customers relying heavily on the Internet to do it all, from brand-reputation building to fact-finding.
 
Step 1: The Website - Most companies recognize that they need to have a website for their business, but don’t understand how important it actually is. This is where you are able to share your brand story, and connect customers directly to your company. This is often the consumers first-impression of your brand. To ensure your website and online presence are seen, make sure that your site is easy to navigate with engaging customer service.

Step 2: Content - Most companies do a great job of telling their story but seem to fail when it comes to using dynamic content, such as blogs, infographics and videos. Customers respond better to more relevant information, and sales seem to follow after that. Try sharing your brand’s story on different platforms. The more the story is told, the more it is heard.



Step 3: Search Basics - This requires high quality and relevant information, in order for search engine optimization to be useful. Using social media boosts visibility and authority. 7 of the top 8 SEO factors are linked directly to social activity. Get involved and keep your customers updated and interested. Using paid media such as AdWords, to increase your chances of being seen could also do this.

Step 4: Social Listening - Strategic social media use is done by listening to your competitors just as much as you listen to your audience. A great place to keep tabs on your competitors is through their blogs. See what they are talking about and track customer trends and key reoccurring points.

Step 5: Build Commitment - Your efforts have been wasted if a consumer visits your sites, without making a purchase or at least contacting you for further information. Make social links easy to spot. Make use of a simple email or blog subscription. It is also a good idea to have a link for your RSS feed.

Step 6: Online Engagement - Digital marketing is about ensuring a better customer experience, earning sales and retention by focusing on one-to-one marketing. The goal is to gain new customers, whilst retaining old customers and create a sense of brand loyalty, leading to general referrals and new sales. Competing in the digital economy is overwhelming, but by using some of these tips, it becomes clear that the internet should be used to better your company as it is a touch point directly for consumers. The best content does not cost the most; rather it makes the most effective connections with consumers. By using digital marketing to your full advantage it is possible not only to succeed but also to grow visibility, authority and reliability.
BluWave Software

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