7 Quick Steps to Better B2B MarketingJanuary is an ideal time to review your brand’s website and make some small but important changes. Here are 7 suggestions to help you improve your B2B digital marketing this year.

Step #1 Feature Social Proof

Testimonials and case studies will increase lead generation effectiveness. Evidence of satisfied customers builds trust and offers a type of ‘social proof’ that will reassure your website visitors and encourage them to buy or make an enquiry.

Top tip: Make social proof even more compelling by including a name, picture and location or a company logo. Research consistently bears out the fact that including a human face on your web page significantly increases conversion rates.

Step #2 Make time for blogging

Blogging is linked to higher ROI

Your blog is an essential and powerful way to drive relevant, quality traffic to your website and keep visitors coming back. Not only is posting blog content regularly great for search engine rankings, it’s also an ideal way to display your expertise and brand personality to web visitors.

Write about news & trends in your industry, new partnerships and company news, as well as wider trends and relevant points of interest on Twitter and the web. Don’t forget to spend time and effort promoting your blog content on business networking forums, LinkedIn groups and other relevant social media channels.

Top tip: Keep headlines short and compelling and feature vibrant imagery to increase traffic and shares on social media.

Step #3 Increase engagement with visual content

Including a photo in Tweets can increase retweets by 35%

Visual content is a key component in each of the top 5 most effective B2B marketing tactics. (Source)

  • In person events
  • Webinars/webcast
  • Videos
  • Blogs
  • Case Studies

Step #4 When it comes to social media, remember the 80/20 rule.

80% of content you post on social should be related to topics your audience will find useful, entertaining or interesting, only 20% should be directly related to your brand or company. Remember to relate all social media activity directly back to your original business and marketing goals and strategy. Choose the right platforms for you, rather than adopting the scattergun approach.

Top tip: Use free social media tools like Hootsuite or Buffer to find inspiration and schedule content in advance.

Step #5 Make quality content marketing a priority

If you want to be seen as an expert in your sector or industry, you need to be producing thought leadership content about relevant industry topics.

Creating genuinely engaging content that your audience find useful is also a great way to improve your website search rankings.

Content marketing generates more revenue than traditional marketing but costs less

Stuck for content marketing inspiration? Here are 6 Ways to Find Content Ideas even if you work in a boring industry.

Step #6 Think with your thumb

Google’s mobile friendly algorithm update in April last year means it’s now imperative that businesses adopt a mobile-first approach.

Make sure your site is mobile friendly

Things to avoid:

  • Font that is too small and difficult to read
  • Need to pinch the screen or zoom in to view content
  • Phone numbers embedded in images or that cannot be dialled with one click
  • Touch elements too close
  • Slow website load times – 57% will bounce if they have to wait more than 3 seconds.
  • A busy background. White space is your friend!

Not sure whether your website makes the cut? Test it now with the free Mobile Test tool from Google.

Step #7 Build an organic email list

Every visitor to your website represents an opportunity so collect email addresses on your website using a form if you are not already doing so.

Emailing your list will help to keep you front of mind and help to nurture leads through the funnel.

Top tip: –Personalise by including subscribers’ names in the subject line and tailor content to their interests for better conversion rates

Make sure you comply with the data protection act and laws governing collecting email details for marketing purposes. Offer incentives like exclusive content, special offers or event information to subscribers.

Make time in your business calendar for regular reviews of your digital marketing activity to ensure continued success. Good luck!