Case Studies

Tag: online business

Inbound Marketing Strategies For B2B Companies

Marketing is defined as the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, customers, partners and society in general.

Or, as the economist Philip Kotler defined it, marketing tries to satisfy the needs of an objective market for a profit.

There are many marketing strategies that can be carried out, but it must be taken into account that marketing is not done in all industries equally.

It is important to consider various factors such as the target audience, the product or service sold or the market position of the company.

Before starting to explain the different strategies that can be carried out, it is important to take into account two concepts: B2B Business and Inbound Marketing.

B2B (business-to-business) refers to transactions between companies, that is, those companies that sell to other companies, and not the final consumer. Therefore B2B marketing will be that which is done from company to company.

On the other hand, the Inbound Marketing or Attraction Marketing is a methodology that coordinates non-intrusive marketing and advertising techniques, with the purpose that the user is the one who finds you, is interested in your product or service, and finally make the transaction.

How can an inbound marketing strategy be implemented in B2B businesses?

First of all, take into account who you are, how you are and what your target customer’s purchasing method is. From this consideration, you will be more prepared to customize and carry out the inbound marketing strategies for your business.

Create quality content

It is proven that quality content generates the most organic search traffic. Creating this type of content is a good way to generate leads and potential customers.

But what should be taken into account to carry out this marketing strategy?

First of all, we must know what our purpose is and who our audience is.

From this, we can define which topics are of interest to them and, therefore, which we are going to talk about.

Who will be responsible for writing the content? Must be a creative person, well informed on the subject and have a rigorous control of the content.

Finally, you must choose the platforms through which this content will be published (blogs, social networks, etc.), define how often it will be published and measure and monitor these campaigns (visualizations, recommendations, etc.) .).

Promote your content

There are many platforms through which to promote the content that the company creates, either from a blog of the company or through social networks.

It is important to stay updated at all times and select well the platforms that will be used. It is not better how many more media you use, if not the quality of these.

Use SEO Techniques

Posicionamiento search engine has revolutionized the way we search for information and purchase goods or services.

The goal of this technique is to appear in the top search positions on Google and be found before your competitors. Because we all know that beyond the first page of Google we do not read.

SEO strategies are very varied, but some of the most important for B2B companies are the following:

  • The web content is the core work: it is important to have detailed descriptions of products and services, using images and videos, create a predictive web and always give contact details. It is also interesting to insert in your website a click to call or a chatbot to easily contact the potential client, without requiring much effort for him.
  • Create landing pages to create visitors in registers, that is, create potential clients in real clients. Thanks to these are the attention of the user and that is why it must be optimized to the maximum and should generate interest.
  • Use the jargon of the area to which you dedicate yourself, either in your own website or in what you publish externally and establish the keywords. Use these and their related in your web and in what you post externally.
  • Link your social network profiles on your website. They will give you credibility. But you must keep them up-to-date and use the keywords we’ve talked about in these too.

Welcome to my business, LinkedIn

LinkedIn is one of the most promising social networks today, and above all, very useful for this type of B2B companies. It is the professional network par excellence, where there are profiles of companies, CEOs, senior managers, etc.

The LinkedIn platform is perfect to spread your content to other businesses, as well as attract traffic to your networks, blogs, and websites or make yourself known.

LinkedIn is a machine to generate leads, since in addition to the millions of users that compose it, with a good communication and business strategy in it, many of them can become potential customers for your business.

To do this, you should only make a profile, share, recommend and create content of interest and update it every day. Be an active person, be seen.

An inbound marketing plan for B2B companies is not an easy task. All procedures need their time and a rigorous monitoring and control during and after.

However, companies must adapt to new user purchasing processes, this is no more than integrating new digital processes into their strategies and being up-to-date with the advances that take place every day in the field of marketing.

SEO, SEM And Everything You Need To Get The Most Out Of Your Website

What is the difference between SEO and SEM? Which is more important? What does each one work for? These are some of the most common questions from users who start to optimize their search engine web. 

In this post, we answer them and explain how to get your website to reach the top of Google, either through SEO, SEM or the combination of both.

SEO – Online Success Through Organic Positioning

The acronym SEO refers to the optimization of websites for search engines such as Google. That is, work a website so that it is perceived positively by Google and other search engines. If you want to perform effective optimization you will have to pay special attention to the content, structure, and metadata of your website. In addition, there are other disciplines within the organic positioning such as local SEO or link building that will help you get better rankings. This is an essential technique for any website that wants to achieve online success and ensure it in the long term.

SEM – Online Success Through Paid Positioning

The acronym SEM refers to search engine marketing, which is synonymous with improving the positions of a website in the search results Google and other search engines through payment strategies.

One of the most known strategies within the SEM are Adwords. These are ads that Google places in the top positions of its search results, recommending websites of companies that have paid an amount of money to appear in said place. This is a technique that seeks to achieve online success in the short term and fully compatible with SEO

SEO And SEM, Better By The Hand 

While we have seen that both are different disciplines, they are also complimentary. While SEO will offer you lasting results, the SEM can give you an initial boost.

However, keep in mind that investing in SEM without having a website that interests your visitors, may be wasting your budget. Therefore, it is always recommended that SEO and SEM go hand in hand.

Keep in mind that an ideal online marketing strategy should be distributed in figures of around 25% SEM – 75% SEO.

These are especially interesting since analyzing the behavior of your Adwords will help you modify certain aspects to achieve online success.

The Small Business Owner’s Digital Marketing Checklist

Digital marketing involves using marketing tactics that leverage digital technologies, such as websites, content marketing, social media, blogs, email, and even mobile marketing. If you are a small business owner, chances are that having a digital marketing strategy will help you grow your business faster. There can be many components of a digital marketing strategy, depending on the type of business you have and how you interact with your customers. However, most digital marketing plans should incorporate five key areas in order to be successful.

1. Website

A website is the foundation of a digital marketing strategy; the place where you will direct traffic, collect leads and provide useful information about your company. Having a web presence doesn’t have to be expensive or take a great deal of time to manage, yet about half of small business owners are still not online. If you fall into this camp, now is the perfect time to launch your digital marketing strategy by building a website. Consider these key actions as you get started:

  • Represent your brand: Your website should communicate your brand message consistently with a logo, colors and even the tone of your website copy.
  • Write a powerful about page: While the specific pages you have on your website will vary, a solid About page can do a lot to attract customers. Make sure you take time to make your About page interesting.
  • Start a blog: Consider adding a business blog to your website to boost traffic and build credibility.
  • Be mobile-friendly: Your website should be responsive, which means it adjusts to the screen size of different devices such as desktop, tablet, smartphone for a consistent experience.
  • Enable social sharing: Let visitors share your website easily by having social sharing buttons displayed prominently.
  • Collect and review metrics: It will be difficult to improve your website over time if you aren’t able to track how your visitors use it. Use an analytics tool like Google Analytics so you can review metrics and make smart changes that will improve the performance of your site.

2. Content Marketing

According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and to drive profitable customer action. Content comes into play in more than one area of digital marketing (i.e., blogs, social media, email marketing), so it’s important to have a thorough content marketing strategy. Incorporate these elements in your content marketing process:

  • Create a content calendar: Executing a content marketing strategy without a plan is likely to waste a great deal of time. Create a monthly calendar that outlines what content you will create and how you will distribute it.
  • Share via social: Your content will be wasted unless you can get the eyes of your target audience on it consistently. Have a plan for how you will share your content on your social media platforms.
  • Leverage your content: You can use (and reuse) your content in many different ways in order to get more mileage out of each piece of content. For example, create a series of blog posts on related topics, then combine them together to create an ebook.
  • Consider guest posting: Two-way guest posting—allowing guest posts on your blog and writing for other blogs yourself—is a great way to expand your audience and get more traffic to your website.

3. Social Media

Social media is an excellent marketing tool for many small businesses, especially those that are actively using content to attract the attention of their target audience. Not only does posting links to your content on your social channels increase traffic to your website and blog, but using social media also gives you a way to communicate directly with your customers and potential customers. Follow these suggestions as you get started using social media as part of your digital marketing strategy:

  • Choose one to start: Don’t try to create a presence on every social platform at one time. Explore the benefits of each, then choose one or two that are best for your company and focus your time there.
  • Claim your brand on all platforms: While you don’t need to be active on every social platform there is, you should register your brand name on each network in order to prevent someone else from using it. While you’re at it, claim your business on Google.
  • Be consistent: When setting up your social profiles, use the same profile image, bio, banners, and colors to strengthen your brand presence.
  • Focus on conversation and engagement: Remember that social media is about the conversation, not blasting content and promotions to your audience. Aim to create a thriving community on each social site.
  • Create a social post calendar: You can incorporate your social post schedule into the content calendar you already created, or create a new one that outlines what you will be sharing, where and when.
  • Collect and review metrics: Use the analytics tools available on different social platforms to see what types of posts perform best so you can increasingly engage your audience.

4. Email Marketing

When you are able to successfully use email marketing, you gain the ability to communicate with your customers on a regular basis. The key is sending messages on a consistent schedule that are relevant and interesting for your audience. It may take some time to build a quality email list, but it is well worth the time and effort. Start using email marketing with the action items below:

  • Choose the right platform: There are many email marketing platforms to choose from. Pick the one that has the features you need at the price point that works for your business.
  • Create a newsletter template: Most email marketing platforms provide ready-to-use templates that you can easily customize with your logo and company information. Take the time to do this initially and you can reuse the template every time you send a newsletter.
  • Go beyond newsletters: While newsletters are a good option, there are many other types of email messages you can use to communicate with your audience. Try a few and see how your email list responds.
  • Actively encourage sign-ups: Promote your newsletter in multiple places (website, email signature, social media) to grow your email list. You may also want to offer an incentive for signing up, like a free download or discount, in order to encourage sign-ups.
  • Collect and review metrics: Use the analytics tools available in the email marketing platform you chose to see how many people opened your message and clicked on a specific link.

5. Search Engine Optimization

Search Engine Optimization (SEO) plays a big role in digital marketing. If the content you create isn’t optimized, you will struggle to get the right people to see it at the right time. If you are new to this, you may want to review some of the basics of SEO for small business first. Then, use the suggestions below to get started:

  • Do your research: Get to know how your website and your competitors’ websites are performing first. Use Google and other search engines to see where you rank.
  • Choose the right keywords: Based on your research, choose the most appropriate keywords for your website, blog posts and all of the other content you create.
  • Use SEO tools: There are many free SEO tools available that will help you optimize your content. Pick the tools that are more relevant for your business.
  • Collect and review metrics: Use Google Analytics and the other SEO tools you’ve selected to watch how your optimized content performs so you can improve it over time.

You have probably already learned that you can’t always be hands-on in every aspect of your small business; there are some areas that warrant outside help. Digital marketing may be one of these areas for you. If you are not experienced with each of these areas, consider outsourcing some or all of it to give you the time you need to focus on growing your business.


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