At EPOCH Sales Management Solutions, we are not Marketing Consultants, but since "creating new opportunities" is one of the two biggest sales management challenges for small B2B business owners, we are passionate and determined to learn and master the most effective way to build a small business marketing program.
The problem is that small business owners have tight marketing budgets and get very frustrated when their marketing consultant provides them with a beautiful website but see little or no ROI on their marketing investment. Sound familiar?
In this post, we will introduce what we believe to be the five key steps to building an effective marketing program and three key items to optimize its impact.
We invite feedback from small business owners who have successfully built high-ROI marketing programs. Share your experiences in the comments, or feel free to contact us directly. Let’s conquer this together.
Step 1: Build an Effective Website that Resonates with Your Ideal Client Profile(s) (ICP)
Importance of a Strong Website: A well-designed website that connects with your prospects serves as the hub of your marketing efforts. It’s where your audience will first engage with your brand, and it needs to leave a lasting impression.
Recommended Resource:
- Book: Donald Miller's "Building Your StoryBrand" to get the story right.
- Guide: Use Chapter 5 of "Marketing Made Simple" by Donald Miller for website wireframing.
Key Insights from Donald Miller’s Books:
- Clarify your message so customers listen.
- Focus on your customer’s journey, not your own.
- Use a simple and clear website wireframe.
Additional Tips:
- Emphasize getting the story right first.
- Focus on user experience: Ensure your site is easy to navigate.
- High-quality visuals: Use professional images and videos.
- Clear calls to action: Guide your visitors on what to do next.
Example: Consider a small B2B company that provides IT solutions to keep their clients operational at all times. Their website clearly communicates how their services provide peace of mind for their clients, features client testimonials, and includes a clear call to action for a free consultation.
Step 2: Create Consistent, Compelling Content of Value to Your Ideal Client Profile(s)
Importance of Content: Compelling content is crucial for attracting and engaging your target audience. It builds trust and positions your business as a thought leader and credible industry leader.
3 Recommended Resource:
Ann Handley – "Everybody Writes"
- Practical advice on writing and content production.
- Emphasis on quality and empathy in communication.
Joe Pulizzi – "Epic Content Marketing"
- Comprehensive guide to developing content strategies.
- Focus on creating content that aligns with business goals.
Robert Rose and Joe Pulizzi – "Killing Marketing"
- Explores the transformative power of content marketing.
- Provides case studies and practical advice for leveraging content.
Key Insights from Ann Handley’s Book:
- Write with empathy and understanding of your audience.
- Consistency is key; maintain a regular publishing schedule.
- Use various content formats: blog posts, videos, case studies, infographics.
Additional Tips:
- Podcasts: Create podcasts to share industry insights and interviews with experts, which can attract and engage a dedicated audience.
- Social Media for B2B: Utilize LinkedIn, X (formerly known as Twitter), and other social media for your ICPs to share content, engage with your audience, and build a community.
- YouTube: Leverage YouTube for product demonstrations, how-to guides, and thought leadership videos and YouTube is very searchable.
Recommend Formats and Vehicles:
- Blogs, whitepapers, eBooks, webinars, podcasts, social media posts, and YouTube videos.
Example: A small manufacturing company creates a blog series about optimizing supply chain management, a podcast interviewing industry leaders, and YouTube tutorials on using their products effectively.
Step 3: Ensure Your Website, Blog, and Content Enhance Your SEO Rating
Importance of SEO: SEO improves search engine visibility and attracts organic traffic to your site, making it easier for potential clients to find you.
3 SEO Resources:
- Search Engine Journal:
- Comprehensive articles and guides on all aspects of SEO.
- Regularly updated with the latest trends and algorithm changes.
- Moz:
- Offers a wide range of tools and resources for keyword research, link building, and site audits.
- Known for its in-depth guides and the popular Moz Blog.
- Ahrefs:
- Powerful tools for backlink analysis, keyword research, and competitor analysis.
- Extensive educational resources and tutorials.
Impact on Post: These resources are top choices for learning and implementing effective SEO strategies. Staying updated with the latest SEO practices and utilizing these tools is crucial for enhancing your SEO efforts.
Additional Tips:
- Keyword research: Identify terms your audience is searching for.
- On-page SEO: Optimize your meta tags, headers, and content.
- Content optimization: Regularly update and optimize your blog posts.
- Build high-quality backlinks: Earn links from reputable sites.
- Note the ongoing learning process and invite readers to join the journey.
- Regularly track and analyze your SEO performance with tools such as Google Analytics (analyze traffic) and Google Search Console (analyze the terms that people are finding them by).
Example: A SaaS company uses Ahrefs to identify high-value keywords, optimizes their blog posts for these terms, and builds backlinks through guest posting on reputable tech blogs.
Step 4: Build an Engaged, Opted-In Email List
Importance of Email Marketing: Email marketing is a direct line of communication with potential and existing clients. Unlike social media, you own your email list and the readers have chosen to receive your content, making them more engaged than social media.
Recommended Resource:
- Expert: Amy Porterfield for her dedication and expertise in list building. Check out her podcast, "Online Marketing Made Easy," her List Builder Society program and Amy’s List Building Breakthrough Playlist on Spotify.
Key Principles from Amy Porterfield:
- Use lead magnets to attract subscribers.
- Segment your list for personalized content delivery.
- Create targeted email campaigns to nurture leads.
- Utilize automation tools for efficiency.
Promoting Lead Magnets:
- Website Pop-ups: Use pop-ups on your website to promote your lead magnets.
- Landing Pages: Create dedicated landing pages for your lead magnets.
- Social Media: Promote your lead magnets through social media posts and ads.
- Content Upgrades: Offer content upgrades within your blog posts to capture leads.
Additional Tips:
- Focus on delivering value in every email.
- Encourage engagement by asking questions and prompting replies.
- Regularly clean your list to maintain high deliverability.
Example: A consultancy firm offers a free eBook on industry best practices as a lead magnet. They promote it via website pop-ups, social media ads, and as a content upgrade in relevant blog posts. They follow-up with a series of emails such as:
- Deliver the asset
- Problem + Solution
- Testimonial
- Overcome Objection
- Paradigm Shift
- Sales Email
Step 5: Use Paid Ads to Amplify Your Reach
Importance of Paid Ads: Paid ads can increase visibility and drive targeted traffic to your website and content, helping you reach the right targets more quickly.
Recommended Resource:
- Guide: Google’s Skillshop for learning about Google Ads, and courses on platforms like Udemy or LinkedIn Learning focused on paid advertising.
- Book: "Ultimate Guide to Google Ads" by Perry Marshall. We’re exploring this book and welcome your recommendations on other valuable resources.
Key Insights from Perry Marshall’s Book:
- Start with a clear understanding of your audience.
- Use compelling ad copy and visuals.
- Monitor and adjust your campaigns regularly.
Social Media Advertising:
Social media ads can often be more cost-effective and targeted for B2B businesses.
- Platforms: LinkedIn, Facebook, and X (formerly Twitter) are highly effective for B2B advertising.
- Advantages: Precise targeting, cost-effectiveness, and high engagement.
Additional Tips:
- Strategically allocate your budget.
- Use retargeting campaigns to re-engage previous visitors.
- Track your ROI and adjust your strategy based on performance data.
Example: A B2B software company runs targeted LinkedIn ads promoting a free demo, uses retargeting to reach previous website visitors, and tracks conversions to refine their campaigns.
Implementation Tips:
- Analytics and Tracking:
- Use tools like Google Analytics, Google Search Console and CRM systems to monitor performance and make data-driven decisions.
- Tools like HubSpot can provide comprehensive insights and help streamline your efforts.
- Integration with Sales:
- Ensure marketing efforts are aligned with sales to provide a seamless experience for prospects and customers.
- Continuous Improvement:
- Regularly review and refine your marketing strategy based on performance data and feedback from your target audience.
Conclusion:
To build an effective marketing program for small B2B businesses, focus on these five key steps: building a strong website, creating compelling content, enhancing SEO, building an engaged email list, and using paid ads strategically. Complement these with robust analytics, seamless sales integration, and a commitment to continuous improvement.
We encourage you to share your experiences and feedback on building successful marketing programs with high ROI. Let’s learn and grow together. Feel free to leave a comment or contact us directly.
By following these steps and utilizing these resources, small B2B businesses can create a robust marketing program that supports sales efforts and drives new opportunities. Let's conquer this together and learn from each other's successes and challenges.
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