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B2B Digital Marketing

We hear this question a lot.

As a Print Company “What should I have on my website?”.

And while the question itself is a little vague the answer is actually pretty specific.

 

First thing is let’s define what your print website is meant to do.

  1. Get You Found
  2. Educate
  3. Convert

Those 3 things are the primary purpose of you site.

You can get found by optimizing your site for search so when customers look for the services & products you offer they will find you.

You obviously can educate in a number of ways such as letting the customer know who you are, what you do, how you do it differently, what you sell, new products, etc.

And most importantly converting the customer can be they submit a form on your site, placing a quote /order, call you while / after viewing the site and turning them into a new customer or additional sale.

 

So What Should Print Website Have On It?

To make this really simple, there are only a handful of things you actually need.

  1. Homepage that tells who you are, what you do, how you do it and what they should do to take the next steps overall
  2. Product / Service Pages
  3. Quote / Order Form
  4. Contact Form
  5. Conversion Points (forms & click to call links)

Obviously the site can be packed with images, video, other pages, etc. but if all you have are the 5 listed items then you’ll be good to go.

Unfortunately many print companies don’t have those 5 things.

 

The Homepage

It needs to list information about who you are as a company, an overview of what you do with clickable sections on the specific products / services and a quote & contact form / CTA (call to action).  This allows the visitor to self segment on the homepage where most traffic originates or orients from.

 

Product / Service Pages

It sounds obvious but this is where many print companies fail.  They in many cases have a single page that lists out all of the products and services, but this won’t cut it.  Have individual pages for what you sell allows you to better explain how you do it best, create a more compelling call to action for higher conversions and it can be used for posting to social media most effectively (a wide format post is linked to the wide format page, get it).

This will also get you ranked better in search.

 

Quote / Order Form

Most companies have a contact form, but fewer have a legitimate independent quote / order form (which you need).

Most understand the order form should live on it’s own when in many cases there is a transaction and payment tied to it, but the order form details are typically more robust than what you would find on a basic contact form which is why it needs to be separate.

This form can live on it’s own page or on every product / service page (we recommend every page!)

 

Contact Form

Almost everyone has one of these, but we come across a good number of print websites that DO NOT.  Those sites in many cases will have a mailto link with a general email address.  This is NOT Good!

The second thing we find that many don’t do is capture those form submissions or in some cases not send them to the right place.

There are a number of reasons why the submissions wouldn’t get to where they should, but just know that there’s a good chance your contact form is messed up.  And you’re likely not capturing the submissions in a way that would allow you to follow up with them easily in the future.

 

Conversion Points

The website needs ways for customers to connect with you, duh right.

But this is one of the most common things we find wrong with websites for printers. They don’t have even basic calls to action asking visitors of the site to do something.

  • Get a Quote
  • Contact Us With Your Question
  • Download This Case Study / Price Sheet / etc.
  • Click to Call

Bonus: Use Google Analytics and you can track all of this to see website performance!

 

Take a second to audit your own website and see if you are or are not doing the things we have listed above!

 

If you have Questions Call Us at 314-736-4434
Or Submit your information below

 

    LinkedIn launched a new feature that gives you more control over your LinkedIn Company page by allowing you to add a Custom Call-to-Action Button.

    Why is this important?

    If you aren’t publishing content to LinkedIn or taking care of your company page then I guess it’s not for you.  BUT for those who are actually trying to generate more business online (which you should be) by using LinkedIn (which you should be!!!) it will get you more clicks through to your website.

    Trust us, you Want More Clicks & Visitors to your website.

     

    How do you Update the LinkedIn Company Page Button?

    First you’ll need to be an Admin of your LinkedIn Company Page to do this.

    Start by logging in to LinkedIn and navigate to your Company Page at linkedin.com/company/your-company-name

    For example our is linkedin.com/company/Acumen-Studio

    If you don’t know your company page URL then simply search for your company using the search box at the top of your screen.

     

    Once on your LinkedIn Company Page you’ll need to click the Pencil Icon next to the Custom CTA Button.

    Those five new CTA options are: Contact us Learn more Register Sign up Visit website

     

     

    On the next screen you’ll be presented with options for placing the buttons settings.

    Acumen_Studio_LinkedIn_Company_Page_Profile_Button_Settings

    You have a handful of choices to pick from.

    • Contact us
    • Learn more
    • Register
    • Sign up
    • Visit website

    Choose the language for the button that best fits the next step for the visitor and add in the URL for the page you’ll be sending them to.

     

    Then you’re DONE!

     

    If you have Questions Call Us at 314-736-4434
    Or Submit your information below

     

      A Question we hear quite often is… “What is the Best Social Media Channel for Print Companies?” and in every case it’s really being asked what the best social media platform is to drive more traffic, more leads and more sales.

       

      So What is the best social platform for printers?

      If you ask any other agency that doesn’t have significant print experience they’ll tell you… “It depends on these factors and what you’re trying to accomplish.” they’ll tell you… “Well social isn’t really for getting leads and sales it’s about engagement.” and blah, blah, blah.

       

      These passive answers are why we HAD TO write this post.

       

      You want the quick answer? Yep?

      LinkedIn is going to be your #1 Social Media platform to use as a tool to get more leads and sales.

       

      What about the others like Facebook, Instagram, Twitter?

      Those will get you exposure and Facebook can get leads, but at a much lower rate than LinkedIn.  Instagram and Twitter are more for Awareness.

       

      All of these channels can be used to engage and nurture a customer base and we do recommend you do that, but only YOU can cost effectively do that internally and if you don’t have the resources to devote to long game awareness activities then YOU NEED to be focused on revenue generating activities.

       

      LinkedIn for Print Companies

      Let’s talk about Linkedin for a second.

      This social platform allows you to connect with anyone who is on the platform and gives you the ability to find and directly engage with decision makers and influencers at every level of a company.

       

      This means you can connect with the Print Buyers and Print Buying Influencers directly to talk with them about doing business together.

       

      There is a ton of detail we could share here about LinkedIn on what is possible, but that will have to come in a post of it’s own.  So we’ll list some bullets of the important ways to use it for now.

      • Manually connect with print buyers and start buying conversations
      • Manually like and comment on existing customers and prospect LinkedIn posts at least once per week to stay visible
      • Use an automated tool to give congratulatory messages on new jobs, anniversaries and birthdays
      • And MOST IMPORTANTLY run ads promoting your product / service targeting your print buying customer

       

      If you have questions about this message us through the site because we could talk ALL DAY on this!

       

      Facebook for Print Companies

      Facebook is a little simpler because we basically recommend two main things.

      • Promote all posts to your target customer, website visitors and existing customer list
      • Run lead ads to your target customer

       

      That’s it!

      Doing those things on LinkedIn and Facebook will generate the MOST benefit for you as a print company.

       

      Everything else is momentum building over time and incremental.

      We only suggest doing more intimate social media management if you have an internal team member who can actively respond to questions and engage on the platform throughout the day.

       

      Call Us at 314-736-4434

      Or Submit your information below

       

        Marketing Automation has existed in some form since business started being done on the internet (it just wasn’t always called that).

        But now it has become easier than ever to implement, has one of the highest returns and makes it easy to grow quickly at scale.

        • B2B companies are 67% more likely to see quarterly growth when using a marketing automation platform
        • 55% of polled B2B Companies are already using Marketing Automation in some form
        • 91% of marketers said a tool that enables their teams to review, analyze, and act on customer and marketing data would greatly increase ROI across all marketing channels

        If you are wondering why your current digital marketing efforts haven’t produced the ROI you hoped for then take a look at these B2B Marketing Automation Templates that will increase your return on marketing and bring clarity to what channels are doing all the work.

        Marketing Automation is the Perfect Blend of Marketing & Sales that Closes More Business!

        Download Your B2B Marketing Automation Templates

          What Are The Qualities of Successful Marketing for B2B?

          In general most marketers can rattle of a list of qualities that they think should be embodied when it comes to B2B marketing but what we’ll get to more specifically are the qualities of the executed marketing on specific channels.  Doing these things will set you up online for success!

           

          The List of Successful B2B Marketing Qualities

          We’re going to make this easy by literally creating a definitive list for you here:

           

          Know Your Audience!

          More specifically know details about that audience such as industry, company 7 job title

           

          Write 2 to 4 Blog Posts per month

          Not just write them but research the topics through SEO / Keyword research

           

          Post 3 types of content on Social Media (Awareness, Consideration & Conversion

          Most marketers get Awareness up, some post consideration focused message but few publish conversion based content, which is arguably the most important of the three.

           

          Run Ads

          To be clear we’re talking ads across all networks (Google, LinkedIn, Facebook)

           

          Send Email

          At least 1 to 2 times per month is fine to start and will keep you top of mind.  Send emails that round up your blogs, new products or promotions.

           

          SEO

          Good B2B Marketers are Good at SEO. And they employ it across all they do.

           

          Measure Everything

          Don’t get hung up on the extreme details, but do make sure you are tracking conversions and knowing what channels contributed to those conversions.

           

          If you or your team can enlist all of these marketing qualities and get good at them, then you’ll be set up for success, generate more traffic, gain more leads and close more sales!

           

          Call Us at 314-736-4434

          Or Submit your information below

           

            I’m going to keep this blog post pretty short so that I can stress how simple and easy this is for you to get found in the search engines more often by your customers.

            Google My Business which is the hub for companies to integrate and control their presence within the Googlesphere, Google KnowledgeGraph, Search Engines, Local Search, etc. (whatever you want to call it).

            If you’ve ever searched for a service, product or company and Google Maps listings came up and/or information on the right hand side of your search results then you’ve seen the results of a Google My Business Listing.  Creating this, Optimizing it and Verifying the listing will get your more visibility and more business.

             

            Google My Business Listings for the Print Industry

            Without going into a ton of detail here there are just a few steps to getting your company found more often in the search engines, more phone calls, website visits, leads and revenue using the Google My Business tool.

            • Search for your company in Google / Google Maps
            • Claim Your Listing / Verify Your Listing
            • Optimize Your Listing

             

            Why It’s So Important to Create, Verify and Optimize Your Listing

            The internet looks to a few providers of data as the authority and Google is one of them.

            So ensuring your information is accurate with the King of the Internet if extremely important.

            People, Other Listing Services, etc. will use this data to connect with you which will get your more business and visibility.

             

            The other Massive benefit is the the majority of print industry related search terms are localized.  This means that nearly every product or service search term you want to be found for is going to show local results including Google Maps listings.

            These same maps listings will allow the user to click to…

            • Visit your website
            • Call your company
            • Get directions to your physical location

             

            More visibility, More Leads, More Sales!

             

            You can learn more about doing this all here  https://www.google.com/business/

             

            In closing we actually do this creation, optimization and verification for companies in the print industry, so if you decide to not try and do this yourself then reach out because we are REALLY GOOD at it and can make sure you get a High ROI from your listing.

             

            Call Us at 314-736-4434

            Or Submit your information below

             

              Did you ever wonder why B2B SEO is so important for businesses? SEO, also known as search engine optimization is critical in driving organic traffic to your site. SEO assists the search engines and users in finding and understanding more about your site. Search engine optimization educates visitors and answers their questions. Search engine optimization helps increase your sites visibility and will help your business grow.

               

              When was the last time you did a search and clicked past the fourth or fifth page? Most people never go past the first or second page. If you want organic rankings you need SEO. Just having a website won’t get you rankings. Most of your high ranking competitors already applied SEO to their websites, that’s why they are ranking so well. If you can’t be found in searches, then you’re not going to acquire as much business.

               

              Get your digital marketing audit. Discover your company’s strengths and weaknesses and the opportunities you can maximize for a winning digital strategy.

               

              Benefits Of B2B SEO

              These five benefits will highlight some of the important benefits of SEO and how it can take your brand to the next level.

              • SEO increases traffic. Organic search is a key source of website traffic. The higher your rankings the better your visibility and conversions. Organic search is usually the leading source of all your website visits.
              • SEO provides better user experience. User experience is important to the search engines and your visitors. Mobile-friendly is one of Google’s ranking factors along with hundreds of other ranking factors. Everyone wants to view a mobile-friendly site. People will leave a website if it isn’t user friendly and they can’t find what they want.
              • Local SEO increases traffic and conversions in your area. Let’s face it how many people use phone books anymore? Usually, the phone book print is so little and it’s hard to read. It’s easier and quicker to do a search on your phone and push one button to call. If your business is not optimized for local, then you’re missing out on local business. This is especially important to businesses offering services. Whether your business is B2B or B2C it should be in Google My Business along with some quality local directories. Receiving good user reviews will enhance your local listing.
              • SEO influences the buying cycle. SEO can get your good deals seen. It advances people through all the buying cycle stages.
              • SEO builds brand awareness. People will start recognizing your brand. SEO helps get your brand out there.

               

               

              SEO Is Crucial To Your Inbound Marketing Strategy

              SEO is an important element of your inbound marketing strategy and it is essential for your business growth. SEO takes time; it’s not a fast fix. That’s why we recommend combining SEO with other digital strategies to produce powerful results. PPC (pay-per-click) strategies help you get in front of your buyer quickly and it brings in new leads and sales. Social media reaches your prospects and customers with a majority of them interacting with your brand generating leads and sales. Email and marketing automation will continue to drive sales.

               

              Call Us at 314-736-4434
              Or Submit your information below

               

                We often see companies, agencies and marketers using the term Marketing Strategy interchangeably across a broad number of initiatives and tasks that are really different from each other and need to be defined as different up front to make sure everyone is on the same page which will eliminate work overlap or double up and make the work more effective.

                Where we see this the most is a B2B business has Strategic Objectives where part of solving for those objectives is having a B2B Marketing Strategy and to solve for that marketing strategy you need a B2B Marketing Tactical Strategy and finally you’ll need to execute the tactics that are a part of the tactical strategy.

                 

                That’s a Mouthful! But let’s break it all down through an example.

                 

                B2B Marketing Strategy

                The B2B Marketing Strategy should support the businesses strategic objectives by giving a clear plan as to how it will accomplish this overall.

                 

                For example:

                A Manufacturer wants to launch one of their products into a new market in the next year.

                They need to achieve $200,000  in sales by the end of the first two quarters to feel the new market will be sustainable.

                The sales team tells the marketing team that they will need at least 4 leads per day to close that sales number.

                 

                The Marketing team would need to know several things…

                • What is the product
                • What is the target market
                • What is the budget for the marketing initiative

                The Marketing team would then create a plan that reads something like “Over the next 30 days we will build a campaign plan that uses this message, includes these assets, targets these buyers, using this ad spend budget, with a goal of generating this number of leads per day”

                 

                Obviously it has more detail, but you get the point.

                There’s your Marketing Strategy.

                 

                B2B Marketing Tactical Strategy

                The Tactical Strategy should support the marketing strategy in it’s goal.

                 

                For example:

                The Marketing Strategy was “Over the next 30 days we will build a campaign plan that uses this message, includes these assets, targets these buyers, using this ad spend budget, with a goal of generating this number of leads per day”

                The Individual Marketing Team Members would need to know several things…

                • What is the goal (x number of leads)
                • What is the ad spend budget)
                • What is the target market

                Those team members can then research their available platforms to identify where the best opportunity is for targeting and distribution to reach those goals and come up with a Tactical Strategy that reads something like “We will use these platforms, with these ad types, targeting this criteria (keywords, geo, industry, company, job title, etc.), using these budgets for each of the platforms, which will generate this number of leads per day.”

                 

                Again more detail would exist, but again you get the point.

                There’s you Tactical Strategy.

                 

                So then all that’s left is to get approval and execute on the tactics of the tactical strategy, which satisfies the marketing strategy that satisfies the business strategic objectives.

                 

                Are you interested in having someone work on your Tactical Strategy?

                 

                Call Us at 314-736-4434

                Or Submit your information below

                  The Project Shuffle – When One Client Takes Priority Over Another

                  The project shuffle – gets tedious and exhausting, doesn’t it? However, it happens more often than not when you work in the constantly changing digital marketing landscape. This is where your project management skills are put to the test. It is where you learn the quirks of the client and how to move the processes along with each task to meet the deadlines.

                   

                  How Do You Prioritize with Project Management?

                  Determining priorities with client projects means that you have to sit down and take a look at the bigger picture. It is not the simple shuffle of tasks that will make things run smoother, its the negotiation in your mind that tells you okay this makes sense and it will not interfere with the workflow. That it will benefit the team.

                  • Read the client contracts
                  • Learn your client’s quirks and what they pay the most attention to.
                  • Sit down with Team Members to discuss tasks at hand.

                   

                  Agreeing On What Needs to Be Reprioritized

                  Project management with multiple clients is not just about you and the client. The bigger picture is to make sure that projects are getting done correctly and efficiently without overloading team members with tasks for that project on top of other client projects. When it comes down to making these changes, an internal meeting with all team members involved is important. Sit down, write out what is happening on a whiteboard, and reach a consensus as to what can be put on hold and pushed back. More often than not reprioritizing can be difficult if one team member is responsible for major portions of work and already has a lot on their plate. Talk with them and discuss what can be done to alleviate the stress and make it possible to reprioritize projects.

                   

                  Talking it out with all team members involved is more important than just deciding on your own as the Project Manager.

                   

                  Call Us at 314-736-4434

                  Or Submit your information below

                    If you talk to an agency or “expert” marketing technologist they will tell you about all the Best Practices you should be following when it comes to Marketing Automation for B2B.  And all of those “best practices” are typically highly involved, complicated, time consuming and expensive.

                    But here’s the TRUTH, B2B Marketing Automation can be EASY.

                     

                    Why would anyone try to make it so difficult?

                    There are many reasons…

                    1. They believe it needs to be (… but it doesn’t)
                    2. They don’t know it well enough and are quoting the “expert posts” they’ve read
                    3. They aren’t that great at marketing and are a technology enthusiast (leads to overtech marketing)
                    4. They have a desire to feel important and the more complicated something is the more important they think they are
                    5. They want you to be “Stuck” with them, if it’s too hard for you then they feel you can’t get rid of them
                    6. And the list goes on

                     

                    So the question for you should be… “How Can I Make B2B Marketing Automation Easy?”

                    Read On.

                     

                    How You Can Make B2B Marketing Automation Easy

                    The simplest and easiest way to get started with marketing automation as a B2B company is to use it in combination with a lead generation campaign by creating a linear, time based, drip nurture email sequence. (I explain below)

                     

                    Here are the 3 things you need to do

                    • Choose an Automation Platform (I won’t go into these here, but pick one!) *we love HubSpot
                    • Create an Ad Campaign to fill your marketing automation platform
                    • Create your automation emails & logic

                     

                    Choose an Automation Platform

                    This up to you and the choices are many.

                    To be honest it doesn’t matter a ton which one you pick when you are first starting because it’s more important to just start doing it.

                    You’ll be looking at price, contact tiers, capabilities and integrations that fit your business best.

                     

                    Again we personally love HubSpot for this (but it can get pricey quick, we get it)

                     

                    Create and Ad Campaign

                    This is who you’ll actually use your marketing automation platform on.

                    Basically decide on a target customer, create the ads, set up the campaign and ensure that the leads which come in are integrated into your automation tools database through forms.

                    You can read in detail on how to set up a High ROI B2B Ad Campaign Here: https://acumenstudio.com/ad-campaigns-for-b2b-how-to-make-them-work-more-leads-and-paying-less/

                     

                    Create Your Automation Emails & Logic

                    Lastly you’ll need to create the emails that will nurture your leads.

                    We recommend starting by doing this to start.

                     

                    Create a 4 part email nurture series.

                    1. Auto-response email to a form submission
                    2. 2 days later – A follow up email asking if they received a link to the download from the form submission and / or if they have any questions
                    3. 4 days later – An email giving them a little more detail on the same subject matter they originally requested and an ask to call them to learn more about them and their business need
                    4. 5 days later – An email stating you don’t want to be a bother so you’d rather just jump on a call to talk give them more information on your company and what you do as well as learn about what their original interest was when downloading from the form.

                     

                    At this point your sales team should reach out directly a couple days after the last email went out.  What you’ll find is that you get more responses and leads are more responsive to “warm call” outreach once they have gotten all of these emails.

                     

                    I hope this shows you how a B2B company can implement a marketing automation tool and campaign easily without over-complicating the whole thing.

                     

                    Have Questions Call Us at 314-736-4434

                    Or Submit your information below