B2B Marketing Blog

4 Reasons to Invest in SEO

12 Jun

Lisa Shepherd

When was the last time you Googled for the services/products you offer? Go ahead and try it now.  If your company does not show up in the search results, you need to get to work on your Search Engine Optimization (SEO).

Online marketing is one of the most successful tools used to maintain brand awareness and drive sales.  However, it’s not just about having a marketing plan that includes website and social media presence.  It’s about showing up at the top of search engines and ahead of your competition.  70-80% of users ignore the paid ads, focusing on the organic results.   SEO will help you drive traffic to your website through organic, editorial and natural search results on search engines.  There is a starter guide created by Google you can check out by clicking here. It provides a step by step guide on how to set up your website by improving your site structure, optimizing content, dealing with crawlers, and enhancing mobile presence. It’s a great place for you to start. 

SEO is extremely important for the survival of your business.  It will require you to invest your time, but it will provide a major return.

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Topics: SEO, Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, CASL, marketing strategy, B2B Marketing Strategy, Marketing Plan, B2B marketing tactics, strategic marketing

CASL Transition Period Ends on July 1st: Are You Ready?

05 Jun

Lisa Shepherd

CASL, Canada’s Anti-Spam Legislation or Bill C28, has been in effect since July 1st, 2014 and all company commercial email communication and consent databases are expected to be in full compliance.3   When it came into effect, businesses were given a three-year transition period, according to section 66, which ends next month.  So, if you haven’t buttoned down your policies to ensure your business is CASL compliant, time is running out.  And for those who have their processes in place, you need to make sure you are familiar with the updated rules that will take effect on July 1st, 2017.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, CASL, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

4 Steps to Creating a Video

29 May

Lisa Shepherd

If you’ve read our recent post Why Videos and When to Use Them then you are probably pretty excited about adding video to your marketing plan. With 74% of B2B marketers reporting that video now converts better than other content types,1 it’s no surprise that companies are investing in videos.

 

 

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, video marketing, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

5 Reasons Why You Should Revisit Old Content

22 May

Lisa Shepherd

If your B2B marketing strategy utilizes content marketing and you have been disciplined about regularly writing blogs, articles or other types of content you should have amassed quite an archive of old content with many hidden gems inside.  Its time to revisit that archive to polish and reveal those gems in new and innovative ways.  We call that upcycling content. Heres why you should consider it:

 

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing, marketing content, Recycling marketing content

A marketer’s secrets to setting budgets

15 May

Lisa Shepherd

The 3 rules that industry insiders use to guide business-to-business marketing budgets

Have you ever wondered how a marketing company establishes a budget for a new client?  I bet you have, because it’s a question that potential clients ask us all the time.  In this article, I’m going to share the secrets of setting marketing budgets with you. 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Marketing Budget and Measurement, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing, budgeting, marketing budget

Generating Leads through Event Marketing

08 May

Lisa Shepherd

Marketplace competition coupled with new marketing regulations has made it increasingly difficult for small to mid-size B2B businesses to reach new prospects.  Therefore, a comprehensive and dynamic marketing strategy is now even more critical to ensure business sustainability and seize growth opportunities.  One goal of any successful marketing strategy is to generate well-qualified leads.  This is mostly accomplished through social media campaigns, email marketing, and calls to action (CTA).  However, a more effective approach is to drive innovative event marketing.  

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing, event marketing, lead generation

Building A New Company Brand

01 May

Lisa Shepherd

One of the foundational elements that we audit during a marketing consulting engagement is the company brand.  Brand elements encompass the logo, company colours, how imagery is used and we check for consistency of application, appropriateness to the audience and if it accurately represents the company. Roughly half the time we find ourselves with enough inconsistencies that need to be addressed before we can move to other tactics because if we don’t get this right, other tactics can’t be completed properly.

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Topics: Marketing Consulting, Marketing Strategy and Planning, Marketing Tactics, Brand, Marketing Consultants, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics

Why videos and when to use them

24 Apr

Lisa Shepherd

Video marketing is one of the more recent additions to the B2B marketing toolbox and it is certainly a tactic that has been on the rise for the past few years. Just look at YouTube, which has become the second largest search engine on the web. People want to watch videos and they want to do it now! YouTube themselves report that mobile video consumption rises by 100% every year.[1]

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, video marketing, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

What to include in a strategic marketing plan

17 Apr

Lisa Shepherd

I’ve been writing strategic marketing plans for small and mid-size companies for over a decade.  About three years ago, I completely overhauled how I do it.  The process I’d been using for all those years was tried and true.  But it was also tired.  It took too long.  It cost too much.  There had to be a better way.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

Email Segmentation and Why It Matters

10 Apr

Lisa Shepherd

In today’s world, online B2B marketing is an efficient and cost effective way of advertising your business to a broad audience. Whether you want to sell to a certain demographic or geographical area, email segmentation is an effective digital B2B marketing tool. It is a tool that all companies should use to introduce a certain product or service that resonates with their target audience. This blog will provide an overview on different approaches you can take when it comes to email segmentation.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, email segmentation