Business to Business (B2B) Marketing Basics
Internet Marketing for Businesses
Business today has taken on a new dimension with the advent of the internet. Those businesses that utilize the power, expanse and dynamics of the internet to enhance their business are going to be the winners.
For those who want to captialize on this powerful tool to help maximize their business success should consider the following helpful hints in putting together a viable internet marketing strategy:
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First you need an e-commerce/internet marketing plan. This plan should be structured independent of your regular business plan, but in concert with it for greater effectiveness and continuity. Both of these plans should be designed with an eye toward being quantitative and qualitative in purpose. Your internet strategy should be well augmented in your business’s existing focus and brand . . . an enhancement to what your business does off-line.
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Be sure to do your own research on what others are doing for their e-commerce. Your competitors need to be viewed periodically to ensure your own efforts are not being overlooked by what they are doing. You don’t have to pledgerize, but you need to keep your eye on what they are doing–or not doing.
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As you search about the web, both from a personal use, and when reviewing your competition sites, identify what you like about the site, as well as what you dislike. Your website should be:
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Easy to use or navigate about;
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Is enjoyable to use;
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Details what the company or website is all about;
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Must add value to the company’s customer service;
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Should incorporates your other marketing efforts.
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Make your website and e-commerce efforts consistent with your off-line business brand. The branding you have created should be carried to your on-line business. Your website is not just an electronic advertising medium. You want to imprint your web visitors with the same quality of service and experience as your storefront customers receive. Equally, make sure your e-commerce website is integrated and in concert with your company’s other marketing activities–they should be in harmony not, and not competing with one another.
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Use your website for providing visitors and customers with ease of finding the information they are searching for. Your site is more than a dispenser of brochures. They deserve and expect a rich experience when browsing your website. Supply them with clear, factual and useful content. Give them a reason to want to purchase from you.
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Create and build an email opt-in mailing list. Ignoring visitors who have shown enough interest in your company to come to your website–either directly or via a search engine search, and your customers–those who have already shown the need for your product or service, is short sighted.
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We recommend you build your list versus purchasing a list.
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If you purchase a list ensure the validity of the ability to use it without being view by receivers as “spam.”
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DON’T SPAM!!! Nothing more need be said–a definite NO-NO!
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Spamming could cause some legal issues.
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Make your email messages relevant and definitive. Keep them as short as possible, but cover your material and/or offer.
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All of the issues that are germane to your website should carry through to your emails.
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Compartmentalize and target your website as much as possible. These principles allow you to provide maximum relevance to your customers and potential customers.
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Be as personable as possible in your site’s presentation. Visitors want to feel comfortable. They want to feel wanted and appreciated. This is just as true with a “brick and mortar” business. They should be able to browse and easily find the information they are looking for, or be directed to where they can find it.
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Utilize the help of web marketing professionals (they will understand the marketing or selling requirements of a website), as well as website developers (page/site creaters). Each of these professional services could prove to be money and time well spent. Their expertise and help will free you to do what you know and do best.
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Provide adequate notation about your privacy policy with a simple, but direct written privacy policy statement. Custormers want and deserve this sensitive and important declaration. This policy statement must be centered on the needs of your customers.
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Answer quickly and forthrightly all inquiries you receive. Inquirer’s place great value on promptness of your response. The qualitiy and correctness of the information you provid is equally important. If you don’t have an immediate answer, let them know you will find an answer, and follow through as quickly as is reasonably possible. They have come to you as a problem solver. Solve their problem and they most likely will become a customer.
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Web advertising should be in concert with other non-internet advertising. This is in keeping with the position that your website is an extention of your business, not a separate business.
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Publize your website. Use every opportunity to provide your website’s address: business cards, invoices, phone book ad, stationary, etc.
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Promote your business as a problem solving leader. Webinars, white papers, appropriate links to other worthy research or resources, etc., are means of making your website the source of choice.
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Review and analyze your website for adjustments and improvements as needed. Things are always changing. If you don’t change, too, your competition may be the winner. Using outside expertise for this function may be helpful.
These tips should help you in your efforts to maximize your business success. This list is not all inclusive, but should put you well on your way to being a thoughtful and productive e-commerce business.
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