Recent studies reveal that 73% of B2B Marketers who make use of social media tools have been very effective in delivering content and driving traffic to websites., Yet, today Marketers are skeptic about exploring the possibilities of the digital universe. Having said that, my question to all the marketers, especially those who specialize in the area of B2B would be- in this day and age when you hear of a budding company or a service, what do you do first? I’m guessing:
Step 1: Google what you are looking for
Step 2: Look for their Facebook page to ensure that it is a legit company
Step 3: Boom! In less than 2 minutes you have probably made a judgment about the product or service
Am I right or am I right? Let’s admit it. We are all snooping and digging to get the best deals. Actually, I would like to call this as ‘doing my due diligence’. Having said that, if I were considering opening a store and looking at purchasing opportunities from a whole-seller, let’s say in India who does not have any digital presence except a beaten down website, would I really think of the company highly? My answer would be, NO. I don’t know about the baby-bloomer generation, maybe they think it’s a waste of money to invest in a digital presence, but I can assure you that generation Y functions differently. We do want to see dazzling websites along with engaging social media presence because the reality is that none of us really want to talk to too many people, we just want to research make a judgment and redeem services or purchase products. It’s as easy as that.
Whether it is the architectural industry, IT consulting or retail, my advice to all the B2B marketers would be to wake up and smell the coffee. If at all you are looking at sustaining your Business presence in the long run, investing in creating a brand is almost mandatory. Here is a good start for those of you who want to begin creating an effective brand image:
– Website re-vamp: Ensure that your website is informative, visually appealing and user-friendly
– Content: Marketing in 2013 has wholly revolved around content. Sources state that 23% of Internet time is spent on blogs. So if you are looking at converting that traffic into leads, I would say invest in content of all kind, – e-mailers, newsletters, webinars, slideshares etc. In other words, good content is directly proportional to SEO optimization
– Social Media: Identify what social media tools work best for you and start engaging your audience. Keep in mind that retaining a potential customer and keeping them informed and engaged is more valuable than acquiring one – both financially as well as socially. So, get Social! You really don’t want to metamorphosize into a relic company and perish because you could not stay germane. Yes, some traditional marketing techniques are still a vital part. But believe me this is changing and in a few years it could even be non-existent. Who knows?! Perhaps, we could all be a part of digital conventions someday so get cracking and get social.
-Naimeesha Murthy
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