Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing
- Length: 238 pages
- Edition: 1
- Language: English
- Publisher: Apress
- Publication Date: 2022-12-16
- ISBN-10: 1484287436
- ISBN-13: 9781484287439
- Sales Rank: #830432 (See Top 100 Books)
Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth.
Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective.
This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas.
What You’ll Learn
- Build a website that serves as the hub of your marketing
- Establish a content promotion plan that puts your content in front of the right audience
- Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing
- Create effective content in a timely manner with the resources you have available
- Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns
Who This Book Is For
The primary audience is B2B small business owners and B2B small business marketing leaders.
Table of Contents About the Author Acknowledgments Introduction Chapter 1: The Marketing Mindset Marketing Isn’t About You Marketing Isn’t a Project, It’s a Process Marketing Must Match Execution Marketing Doesn’t Work in a Vacuum Marketing Isn’t Only About Winning More Work Branding Visual Design Setting Your Company Up for Success Navigating This Book: Features and Conventions Key Takeaways Chapter 2: Defining Your Marketing Goals Do You Even Need a Website? Knowing Your Audience Understanding Your Audience’s Needs Are Your Goals Realistic? Strategy Before Tactics—Understand Why You’re Doing What You Do Before You Decide What You’re Doing Strategy Tactics Why Content? Why a Website? Selling Solutions Not Services (or Products) Key Takeaways Chapter 3: Creating Marketing That Creates Value Jargon vs. Vernacular Stories Sell Connecting on an Emotional Level Simplifying the Complex Painting a Picture of Their Success Content for Different Stages of the Buying Cycle Content for the Top of the Funnel Prospects Further into Their Consideration Journey Later-Stage Content Marketing Content for the End of the Funnel Your Number One Competitor Opportunity Risk Personal Risk “Sunk Costs” Risk What’s New, What’s Different Format and Presentation Matter Key Takeaways Chapter 4: Generating Great Content—From Ideas to Execution What Constitutes Great Content? Great Content is Well-Written Content Great Content Provided Value to Your Target Audience Great Content Makes Your Value Clear Great Content Encourages Further Engagement Content Effectiveness Checklist Style, Tone, and Voice SEO Keywords and Your Writing Style A Note on Video Scripts Adopting the Appropriate Perspective The Power of Story Courting Controversy Writing Effective Headlines How an Editor Can Help Day 1 – Generate Ideas Day 2 – Write Day 3 – Edit Generating Content Ideas Listen Listen Actively Address Pain Points Highlight Expertise Who Should You Be Listening To Generating Ideas Value Proposition of Your Marketing How Does Your Marketing Mitigate Risk In What Formats Can I Present This Content? Content Systems and Stand-Alone Content Data and Story Key Takeaways Chapter 5: The Content Creation Process Building a Content Creation Process Content Creation for Beginners Curating Content Finding Sources of Curatable Content Content Creation 102—Content Partnerships Chemistry Consistency Compatibility Content Creation 103—Semi-custom Content Content Creation 104—You’re on Your Own Content Creation 105—Beyond the Written Word Video Kinds of Video Podcasts Infographics Interactive Content Engagement Personalization Pitfalls with Interactive Content Presentation Decks Editorial Calendars Best Practice for Subject Matter Experts Key Takeaways Chapter 6: Branding and Design for Content Marketing What Is a Brand? Why Does Brand Matter If I’m Not Apple, Nike, or … The Difference Between Brand and Design How to Build—or Rebuild—Your Brand How Your Brand Is Most Likely to Fail Neglect No Metrics No Listening No Growth Design Is Not Art and It’s Not Magic Website Design Process Functionality Drives Design Message Comes First Redesigning Your Website Evaluating Your Design You Are Not Your Audience Testing Is Not the Real World Key Takeaways Chapter 7: Website Technology, Security, and Privacy Taming the Fear, Taming the Technology Understanding Web Development Platforms Hosted vs. Installed Platforms Installed Platforms Hosted Platforms Site Portability CMSes to Consider The Middle Ground Making Your CMS Choice Working with a Development Team Website Hosting Website Security and Hardening Update Regularly Back Up Your Site Regularly Security Monitoring Manage Passwords Intelligently Control Access Run Lean Delete Defaults Firewall Protection SSL Certificates File Permissions and Database Security Privacy Accessibility Compliance Key Takeaways Chapter 8: Your Website As Marketing Hub Understand Your Website’s Purpose Make It Easy to Hire You Website as Elevator Pitch Attracting Your Target Audience Search Engine Optimization Pay-Per-Click Advertising (PPC) Generating Inbound Links Create More Website Content Guest Posting Participate Other Link Building Techniques Engaging Your Target Audience Resources Pages FAQ Pages Your Website Marketing Goals Key Takeaways Chapter 9: Landing Pages, Lead Magnets, and Lead Products What Are Landing Pages, Lead Magnets, and Lead Products Landing Page Lead Magnet Lead Product How Do Landing Pages, Lead Magnets, and Lead Products Work? What Makes a Good Landing Page What Makes a Good Lead Magnet What Makes a Good Lead Product The Question of Gating SEO Considerations Key Takeaways Chapter 10: Promoting Your Content—Email, Social Media, and Beyond Promoting Your Content—Email, Social Media, and Beyond Welcome Message Regular Daily/Weekly/Monthly/Quarterly Messages Segmented Regular Messages Drip Campaigns and Lead Nurturing Lead Nurturing Social Media Focus on Them But Make It Personal Make It Valuable Make It Entertaining Make It Digestible Be Consistent Balance Created and Curated Content Be a Connector Key Takeaways Chapter 11: Measuring Success—Metrics and Analytics Snapshots vs. Movies You Never Step Into the Same River Twice Process Metrics vs. Business Metrics Making the Process Metrics to Business Metric Connection The Importance of Testing Creating KPIs Defining KPIs Marketing Metrics to Track Website Analytics Social Media Email Cost Reduction Metrics Key Takeaways Chapter 12: Systems for Ongoing Success What Makes for Good Marketing Processes and Systems Little Things That Make a Big Difference Create Tasks Within Projects Within Initiatives Create a Schedule Make It Easy or It Won’t Get Done Make It Repeatable or It Won’t Be Consistent Create Roles, Even If You Fill Them All The Bigger Picture Key Takeaways Chapter 13: Content Marketing Resources Index
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