GDMI Corporate Blog

There is a perception in the B2B community that online marketing is for the kids, for the mass marketers and for consumers. It has no place for the elite B2B marketer who is looking to target the C-Suite executive. The fact is, nothing could be further from the truth. The reasons are myriad, but the approach does differ from the B2C marketer. In the B2B world, it is the scalpel that works, not the hatchet. This approach can be characterized as follows:

1. Act strategically, not tactically - the smart B2B marketer knows that the sales cycle is long, so the focus is on building a strategy that relies on a long, steady accumulation of trust and credibility rather than leaping in for the kill immediately.
2. Devise a strategy that is multiplatform - do not rely on just one platform but recognize the fact that your target audience is likely to research a variety of sources before making a buying decision. Make sure you have a robust presence on all the platforms they are likely to use.
3. Advertise where they cluster - there are certain B2B platforms that your target audience are more likely to congregate than others. Advertise on LinkedIn, not MySpace.

It doesn’t matter your business, internet marketing is growing in your industry. Even with the economy tightening up, online advertising is growing because savvy marketers know where they can get the most ‘bang for the buck’. Additionally, they are simply following there customers as the research and evaluation of services and products moves online. Even the B2B construction industry is shifting, an industry that definitely feels the squeeze, and online integrated media programs are becoming more important in reaching this specific market.

According to Forrester Research, Inc., industry-Specific websites are more effective than general web sites, but for many companies their first baby steps into Internet Marketing are on general Internet Yellow Pages. While this is fine for some companies, IYP’s don’t really scream B2B to most of us.

Industry specific sites allow advertisers to reach their market through e-mail newsletters, banner advertising, forums, blogs and podcasts on a local, regional and national basis. The list goes on and on. Navigating which is best for your company can seem overwhelming, but with 54% of B2B marketers using online media this year, you can’t afford not to.

When it comes to construction, GDMI works with sites such as Construction.com, ArchitecturalRecord.com, ENR (Engineering News – Record) and Green Source to connect its B2B industrial clients to project owners, architects, designers, engineers, general contractors and suppliers. No matter your industry, seeking out the most direct route to your potential customers will lead you to success online.

So Congress has rejected the bailout and we are running around screaming that it is all going to come to a crashing halt. Make no mistake, this is a pivotal moment with credit seizing up around the world. What’s a responsible business person or marketer to do?

The answer is to absolutely positively NOT do nothing. Don’t run for the hills. Don’t bury your head in the sand.

Recognize that the only person that is going to bail you out is yourself. We see this every day. As I write, one of our long standing B2C clients has expanded their media budget ten-fold during the course of this year. Understand that this is a responsible business owner who is only increasing his spending based upon the stellar results we have been achieving on his behalf. This picture is mirrored by one of our B2B clients who has tripled his spending this year as a result of the huge accompanying increase in revenues that have been generated.

The strategies for these e-commerce clients have been very similar to each other: Build a test campaign with a high ROI on Google, then move swiftly to expand it to its limits on that platform followed by a rapid expansion to Yahoo, MSN, Facebook and other platforms. This is the online equivalent of the Powell Doctrine - meet your competitors with overwhelming force. This is the time to ride the search tsunami. Be brave. Be bold. Bail yourself out.

We have all been inundated with the news of the on-going financial crisis affecting the United States and the rest of the world. The names of the blue chip firms who no longer exist as they once were include Morgan Stanley, Lehman Brothers, Bear Sterns, Washington Mutual, Wachovia, AIG, Freddie Mac, Fannie Mae, to name a few. Over a trillion dollars of equity value was lost yesterday during the biggest one day point drop in the Dow Jones Industrial Average.

Small businesses in fear of losing their credit lines? You bet. Homeowners in fear of losing their homes? You bet. Employees in fear of losing their jobs? You bet. The list goes on and on. With this “fear” creeping though out the economy does that mean that consumer and business spending is going to come to a screeching halt? No. A slowdown yes but a radical halt no. Consumers and businesses will continue to tighten their belts but both segments of the market place will continue to purchase the essential goods and services to maintain their households and businesses.

It is more important now than ever before to be found on the Internet when consumers and businesses are searching for a product or service. Pricing, service, free delivery, guarantees, etc. will be key selling points in an ever tougher market. The Internet, through paid search campaigns, organic optimization of your website, social media marketing and other tactics remains a low cost means of generating sales traffic when consumers and businesses are ready to buy.

Don’t become the next victim of the financial crisis affecting the marketplace. Use the Internet to market your business to those consumers and businesses that are ready, willing and able to spend their dollars during these fearful economic times.

Does your business count on the holiday sales season to make or break your year? Are you worried about the current state of the economy and how consumers will react this holiday season? Just plain scared?

If you’re an e-commerce business and answer yes to any of the questions above, it’s time to dust off the website and review your search engine marketing campaign so you get the shiny new sled and not a lump of coal this season. Key factors to consider when reviewing your search engine marketing efforts include:

1. Your paid search ad copy should clearly convey any “Sale”, “Discount”, “Guarantees” or “Promotion” pricing to the consumer.

2. “Free Shipping” is a key selling point if applicable. “Free Shipping” should be included in your paid search ad copy, on your landing pages (be consistent with your ad copy), and in your organic search engine marketing efforts.

3. Your link building efforts should include as many quality links as possible to the manufacturers of the products you are selling.

4. Verticals should be researched for relevant sales traffic and media buying opportunities.

5. Review your shopping cart process and analyze your shopping cart abandon rate. Don’t lose that sale when the customer is ready to buy!

6. Have brick and mortar locations as well? Use your paid search campaign to target local customers.

Don’t procrastinate, now is the time to get your holiday on-line sales jump started!