In business, your company lives and dies by its branding. Having a brand which people know and trust is often the difference between turning a profit or being forced to close your doors forever. That is why finding ways to promote and protect your company's brand is essential for every business owner. Unfortunately, the importance of a business' brand is often overlooked by the new entrepreneur. This short guide will walk you through four aspects of branding you need to know to run a successful business.
Nowadays, there are dozens of touchpoints with your customers—from your website to your social media presence to email to any physical locations or trade shows you attend. Your customers can reach your business any time in a variety of ways, but do they have a consistent experience when and wherever they reach out to you? This is the goal of an omnichannel strategy, which plenty of companies are adopting to provide a consistent cross-channel customer experience.
Technology has put buying right at our fingertips for B2C and B2B purchases—and changed the way businesses need to market and sell to customers. While B2C companies have adapted to the digital revolution, many B2B companies are still playing catch up. Complex products and longer purchasing processes makes transitioning to digital techniques more difficult, but B2B buyers are regular consumers, too, and they're expecting the same experience in their B2B buying journeys. Here's what you need to know for influencing B2B buyers in today's digital marketing landscape.
Why use Automation for Sales & Marketing in B2B? 75% of marketers surveyed by Social Media Today said they currently use at least one type of marketing automation. Automation for marketing and sales ranges from single-use tools to all-encompassing platforms of features designed to generate leads, qualify and nurture them, scale personalized conversations, increase pipeline velocity, and ultimately—close more sales and generate more business with the right customers.
In online marketing, it is important to realize that it can take some time before visitors to your website become customers. With online campaigns, you are essentially generating leads that have the potential to be converted into sales and, in turn, repeat customers. In sales, leads are the best way to reach out to a potential client and build up your brand to develop a business relationship. As with in-person interactions, online leads need to be nurtured. You cannot rely on the visitor to come back to your page—you need a strategy to drive them there. In an online setting, the best way to reach back out to those potential customers is through email.
You already know quality over quantity is especially important when attracting leads. Bringing in low-quality leads means your organization has less of a chance of turning that lead into a loyal customer. These low-quality leads are a waste of your time and can negatively affect your company culture on different levels. Know that every minute you and your staff spend talking to someone who will never say “yes” is a minute you aren’t talking to someone who will. But how do you attract high quality leads instead of just filling your funnel?
Physicist William Pollard once said, “Learning and innovation go hand in hand. The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.” Nowadays, Pollard’s words ring true every time your laptop starts auto-updating: something new is always on the horizon, and as citizens in the digital age, we must adapt quickly to keep moving forward.
If you don’t have some type of video on your business website, you are definitely missing out on an incredible marketing opportunity, but the good news is, it’s not too late to start incorporating video into your plans. According to HubSpot, 96% of B2B organizations use video in some capacity in their marketing campaigns, to which 73% report positive results to their ROI. For B2B furniture manufacturers, some will hear about video marketing and will turn away thinking they don’t need it, when statistics show they do. With more and more information being provided online, most buyers are 90% of their way through the purchase process before getting a sales rep involved, making video a crucial step in getting the correct information out to your target markets.