You are saying that you do B2B marketing, yet when asked what sets your strategies apart from B2C, you cannot figure it out—and you
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realize that you have not even thought that these two faces of marketing have different needs. Yes, they both need SEO, content, and other marketing techniques, but without the right approach you would not hit your target market. Now, do not wonder if until now your business’ online presence still flops.
There are quite a number of marketers who do not know the difference between B2B (business-to-business) and B2C (business-to-consumer) marketing strategies and this gets them into a useless position. If you are in B2B, you then have to make sure that you are not barking at the wrong tree. You might be using the consumer marketing approach and it is not going to meet your needs. Now how do B2B and B2C differ from each other?
B2B vs. B2C
Well, B2B is what you call a transaction between businesses. Meaning, the business is between two business owners. Here, the products are not sold to consumers directly, but rather it is purchased in larger quantities by a middleman, which is the target business. The recipient business then distributes the products to the local consumers.
B2C, on the other hand, is the direct transaction between a business and the customers, or end-users. This is the usual kind of business that most people know about. Examples of this are local stores and shops where the consumers transact business with the store.
Getting the right B2B content marketing techniques
Now, knowing clearly how B2B differs from B2C, it is important to find the appropriate strategies for B2B marketing. This applies to online content as well. Since content is a necessary element in online marketing, you better get the right B2B techniques for it.
To help you find out what content marketing strategies work best, here is a list gathered from the recommendations of B2B experts.
1. Connections through social media
In online marketing, social media will never be out of the picture. Whether it is B2B or B2C, you need to target visibility on such sites as a way of advertising your business. In your part, your goal is not to advertise products to end user consumers, but instead you will use social media to build professional relationship with your target business clients. Moreover, visibility on social media can also help secure links for your content marketing outputs.
There are steps that you can do in order to improve your social media visibility and connect to more businesses. For instance, you can get a premium subscription of LinkedIn to improve your business’ Twitter profile visibility even beyond 2nd degree connections. You can also add a Rapportive plugin for Google Chrome or Firefox browsers, which allows you to find social media information of users you are trying to contact through email. Another which can help you is FollowerWonk, which is a tool that can help you find Twitter networks. You may also contact PR media, consultants, or agencies that can help you through PR News directory.
Companies which know how important social media can help them, maximize their presence on sites, such as Facebook and Twitter. An example is Peddinghaus Corp., a structural steel fabrication company, which uses Youtube and Twitter to be active online and connect to their prospect clients.
2. Advertising through video marketing
Another example of how social media can help B2B companies reach out to their target clients is the success of video marketing. Video or digital marketing does not only improve their social media visibility, but it is also an effective strategy to convince these target businesses to get into them.
By just using Youtube and other video posting social media, you can show a basic product demonstration, come up with a series of case studies showing how your products work, and even present the growing status of your company. Through these ways, you can advertise your company, services, or products without spending much on ads.
To make this content marketing strategy work, make sure you apply creativity and different styles depending on your target clients. Your goal is to make this interesting enough to get attention. Then, you just have to use the simple SEO skills to draw traffic to them. If your video content is interesting enough, you will see how they can attract organic traffic in the future and that means more chance of conversion.
This is the strategy used by Boeing, an aerospace company also known for manufacturing military aircraft and jetliners. Their microsite, showing their demo videos and other articles which gained 222,300 views, has been their leading social media way of engaging their wide range of stockholders.
3. Catching the right keywords
Keywords are important part of contents. You got to hit the right keywords to make sure you get the right traffic. Instead of just focusing on the short keywords, it would be better if you now try hitting the long-tail keywords—or the phrases typed down by searchers. Knowing these keywords will help you find a better topic for your content.
In using a keyword, guessing is not an advisable tactic. You better study first what keywords work best to minimize traffic bounce rate. To do this, you can use a keyword referral data. This tool will allow you to see which phrases are searched for by people. Moreover, this can also track the actions of the searchers who found your website through those keywords.
Reputation Enforcement, an ORM company, uses this strategy for their SEO purposes. Before their writers create contents, they first research for their target keywords for a particular time frame. This way, they can make their content rank high on search results.
These are just some of the effective B2B online content marketing strategies. B2B marketers have to make sure they are not crossing over to the B2C side or else they would just be wasting their efforts. Moreover, before you choose a strategy, you better study your business’ marketing needs first. Find out which area you need to put more effort on. Is it social media, the quality of content, or your focus?
4 Tips for Using Wikipedia as a Marketing Tool
When you type in a Google search for a name brand, famous figure, or historical event, you’ll almost always see a familiar name at the top of the search results: Wikipedia. In fact, it’s hard to spend much time in any search engine without encountering a Wikipedia page. But have you ever thought about whether this popular online encyclopedia could be a powerful marketing tool for your brand?
Four Tips for Wikipedia Marketing
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Whether it’s for a personal brand or a business, it’s possible to obtain a Wikipedia page. Don’t confuse this with being easy or effortless, though. Depending on a number of factors, you may find it challenging to get started.
However, here are some helpful tips that should get you moving in the right direction:
1. Wikipedia Has Notability Requirements
Wikipedia has some requirements regarding who and what can have a page. These are known as “notability requirements.” You can read about all of the details, but the basic gist is that you must have a collection of authoritative third party sources of biographical information on the internet in order to create a page. These sources typically come from PR releases, interviews, articles, or online records.
2. Wikipedia Shouldn’t Be Your Initial Focus
Let’s say you’re trying to build your personal brand. While Wikipedia is certainly a very visible website, it shouldn’t (and can’t) be your first focus. You must invest in a far more general content marketing and PR strategy before even considering Wikipedia.
Take Tim Sykes, successful millionaire penny stock trader and coach, as an example. If you look at his Wikipedia page, you’ll notice there are nearly 50 references at the bottom. In order for his page to be validated, every single statement had to be backed by a third-party resource. It took years for Sykes to earn enough links and stories to earn the right to have a Wikipedia page. Remember, focus on molding yourself (or your brand) into a notable entity before considering Wikipedia.
3. Don’t Take a DIY Approach
“If you believe your company passes the notability test, but Wiki volunteers have not yet created an article for your organization, you may be tempted to take matters into your own hands,” journalist James A. Martin explains. “The DIY approach to Wikipedia, however, is usually a bad idea.”
Wikipedia has a conflict of interest guidelines. These guidelines simply state that Wikipedia pages must be written and edited by third party individuals. Instead of writing your own page (that will more than likely be flagged), hire a professional who is unbiased and understands the intricacies of publishing on Wikipedia.
4. Be Prepared for Criticism
In an ideal world, your Wikipedia page would be a powerful marketing tool that would tout all of the wonderful things you’ve done. But you have to remember that Wikipedia is a collaborative platform where people can edit and revise entries.
“The biggest reason to avoid a Wikipedia entry is that once you finally achieve one, it stops being your own,” journalist Monica Hesse says. “You might have created it, but everyone else can edit it. The resulting product isn’t going to be a celebration of you, it’s going to be a clinical analysis of your failures as well as your triumphs.”
If you’re willing to take on these risks, then so be it. Just remember that you aren’t in total control of your Wikipedia page.
Wikipedia Marketing: Proceed With Caution
When it comes to Wikipedia for marketing purposes, the best piece of advice is to proceed with caution. There are great pages – such as this one of baseball Hall-of-Famer Hank Aaron – and then there are big blunders – such as these.
Be careful and don’t rush the process.
How to Watch Netflix Outside of the United States
As bloggers and especially travel bloggers, we may find ourselves with the opportunity to travel through out the world. In addition to the many perks of being able to run your business and blog from anywhere, you might also run into connectivity issues when traveling outside your country. One specific issue that travelers may discover is there inability to access some of their favorite sites such as Netflix.
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Once getting their access to the internet and seeing they can’t access Netflix, but they can access other areas of the internet such as WordPress and their own sites, they may feel that Netflix, Facebook and other media sites that are being blocked is a lost cause… however, this isn’t the case.
Yes! It is possible to watch Netflix outside of the States – and you can access other video streaming websites too!
‘Orange is the New Black’ and ‘House of Cards’ are currently my two most favorite TV shows, making Netflix an online holy grail… especially when you have time to kill or for long flights that have internet access.
For those of us who live in the States, accessing Netflix poses no problem at all, however, if you happen to go on vacation, travel overseas for business or perhaps even move to another country you will have one serious issue – you won’t be able to access it.
You could end up wasting valuable time trying to figure out how to watch Netflix whilst in Europe or any other country that you may find yourself in, but I’ll let you in on a little secret. No matter where you are in the world, there is a way to unblock Netflix, plus all the other video streaming sites out there such as Pandora, Hulu and HBO.
The secret to unblock Netflix – continue reading, it’s coming!
How does Netflix know where I am in the world?
Netflix recognizes you by your IP address – it doesn’t matter what type of device you use to access it, because it checks your IP address to find out where in the world you are. If you’re in Europe, and you connect to Netflix, it can detect that you’re outside of the United States, and it will display the message “Sorry, Netflix is not available in your country yet”. Netflix will only grant access to its services to those who are located in the States – those with an American IP address. So, you need to change your IP address to one that is located in the States.
The secret is to use a VPN (which stands for Private Virtual Network).
Using a VPN is like using a different internet service provider, no trace of your original IP address can be detected. For example, if you’re in Florida, and you connect to a VPN server in New York, your original IP address is hidden, and any website you visit thinks that you are now in New York.
While the concept and basics of a VPN might look something confusing like the image below, the complications of it all have been made quite simple by many of the different VPN server companies on the market today.
I’ve tried several VPN providers over the years, but one that I’ve always stuck with is Hide My Ass! because a) they have thousands of IPs, b) they have more servers around the globe than any other VPN provider, and c) have the fastest servers on the market, which of course is so important when streaming Netflix.
You can use Hide My Ass! on your PC (Windows), Mac, and Linux operating systems. And you can download their free app for your iPhone, iPad, etc. via the iTune’s store, and for your Android device via the Google Play store.
Downloading the software takes a few minutes, and if you do have any questions you can contact their customer support guys who are really knowledgeable and helpful.
Currently, they have 620 VPN servers, and over 77,000 IP addresses to choose from, and they are continually adding more servers, new countries and locations to their database making them my number one choice of VPN provider.
This screenshot shows that I’ve selected a US State, which will allow me to watch Netflix.
Do I need an American credit card to purchase Netflix?
You’ll find that you will be able to use your non-American credit card to pay for a Netflix account, but you will likely need a US ZIP code. It won’t stop your payment from going through, so don’t worry about that.
American ZIP codes are made up of 5 numbers, for example, 10003 is a New York one. There are a number of websites that provide ZIP all US states.
So, enjoy Netflix, and if you have any questions I would love to hear from you!
For many bloggers traveling throughout the world, the last thing they would probably think of when leaving for their trip would be what sites they might have trouble accessing at their final destination. Fortunately through the use of VPN providers this shouldn’t be an issue, especially when planning ahead.
Less than 5% of Men Cited Reading Blogs as their Favourite Online Activity
So when you wrote that piece about how you loved Phil Neville’s commentating style during the FIFA World Cup 2014, the men you were hoping would lap it up, quite probably didn’t. That is, of course, unless you carried out some research of your own and found that’s exactly what your male audience was crying out for.
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For those that didn’t want to read a blog post, not only might you have turned them off (or bypassed them completely) by choosing that channel, your praise for Phil Neville’s commentary style may well have done the same. But at least a bad reaction is better than no reaction at all.
A recent study [infographic] revealed that unlike the 7% of women who said reading blogs was their favorite online activity, more than 95% of men chose social media, games, videos or other types of content as theirs. Admittedly neither party was overly enamored with blogs, so while they can be an easy way to add active content to your website, you might be completely wasting your time. So how do you know?
Conduct your own research
Finding out what people do and don’t like doesn’t have to be costly. If budgets are tight or content just isn’t on senior management’s radar – it’s free to ask your customers what they want via social media. If you’ve got a bit more time on your hands, basic metrics from Google Analytics will tell you things like your top landing pages, how long people spend on a particular page (and therefore how interesting/engaging it is), as well as the route they take around your site. These are all insights into their behavior and what they enjoy looking at online.
Look at what your competitors are doing
Nobody wants to be late to a trend, but getting a feel for the kind of content people go crazy for and reacting to it can be a good place to start. Sometimes it’s a good first step into the world of creating content that works. Sometimes a great way to achieve success is by taking an idea that’s been done, and creating something bigger, better and more shareable.
What’s being shared?
Dig around on Twitter and Facebook – what are people liking/sharing/commenting on? Is there something relevant to your brand/business that you can pick up on? Even if your starting point is as simple as getting involved in a discussion on a particular hashtag, you might find you pick up a few more followers and at the same time start building a picture of your audience.
Enlist the help of analysts
If the thought of research or analysis fills you with dread, there are plenty of companies and lots of available software on hand to help you know your audience. Have a dig around, maybe even try a few out – there are plenty that will offer you a free trial. If you make good use of Twitter, a great tool to analyse your followers is Followerwonk.
Soon you’ll know exactly what content your audience likes and the tasks of planning, creating, publishing and analysing content will become something that delivers satisfaction, not nightmares. And when you can show the powers that be just how much can be achieved from content, your business cred will soar and we think most of our readers would probably like a pat on the back.
For more related tips, check out this great post which can be used to help blogging as well as social media efforts.
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