Are you effectively leveraging the Internet for your business-to-business marketing? This article gives you ten ideas for B2B marketing on the Internet.
Tips for business-to-business marketing on the Web
- Include a “tip of the Week” on your Website to attract repeat visits.
- Have an offer button or banner on every page which visitors can click to request information, samples, newsletters, advertising specialties, etc.
- Allow visitors to request additional information in the format they prefer: via mail, download the file, send the file as an e-mail attachment, fax the information, etc.
- Be sure to keep file attachments to a maximum of 4 megabytes. This is the default maximum file size used by many companies.
- Make sure that your pages load quickly. The supposed rule is less than 7 seconds, but I think even that can be too long.
- Rather than send responders to your corporate Website, where they may get lost looking for the information you are promoting, instead send them to a “jump site,” “landing page” or “micro site” containing information directly related to the product or service promoted.
- Use unique URLs or web addresses for each campaign, mailing or ad. This will allow you to credit the activity to the source.
- Use unique e-mail addresses for each campaign, mailing or ad. This will allow you to credit the activity to the source.
- Use the autoresponder features in your e-mail software to send an instant response to e-mail inquiries and orders. This is the same feature you use to tell people that you are out on vacation.
- Use your Website as a place for responders to learn more about your seminars and workshops and to register for the events. Then use e-mail to confirm their registration and to send them maps to the venue.
The more of these proven techniques you can use, the better your results from your online business-to-business marketing programs will be.
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M. H. "Mac" McIntosh is described by many as one of America's leading business-to-business sales and marketing consultants and marketing speakers. He is president of Mac McIntosh Incorporated, a marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. More about Mac...
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