There are many small things you can do to boost your B2B marketing success at your company. A few that we have found that work well for us include the following the following tips.

Increase Downloads of Free Content

Giving away free reports and white papers is a nice way to establish your name and reputation in your industry. However, an interesting twist on this is to provide just a part of the free white paper on your site. Then, once they are hooked and want more, you have them register on your site to get the rest of the information. If they read halfway through the report and the free sample stops right before you give away a critical nugget of information, you’ll probably get more people registering on your site.

Boost the Performance of Your Landing Page

It has been found that the best landing pages in B2B marketing are ones that look like your Website. The landing page should have a similar look and feel to your site. But, the landing page should NOT have navigation to your home page! Why? Because your prospects’ attention on the landing page will be lost by all the links. The person will probably leave your landing page before he or she has done what you want (to register for your site, for example). The best idea is to put links to your website on your Thank You page AFTER the prospect registers or completes your desired action on the landing page. This way, you have gotten what you need from your prospect. And they still have the opportunity to browse your site afterwards.

Build Trust and Reputation, and Outsource the Content

How often does someone send you a link to an interesting story or report? I get them almost every day. There is no reason why you cannot do the same in your B2B marketing. Look around for interesting bits of news in your industry (not from a direct competitor please!), and send that link and a couple lines of text to your contact lists. You have just established yourself as a trusted and non-biased source of information. You are not actively pushing or marketing your products in these emails, but you are keeping your company’s name in the prospect’s mind.

Do Not Be Afraid of ‘Free’

One of the most common myths in B2B marketing is that you cannot use the word ‘free.’ People seem to be under the impression that if you use ‘free’ in an email, you will automatically be dumped in the Spam folder. Actually, ‘free’ does not by itself cause alarms to go off in the big spam filters out there. True, there is a small chance that you might get filed as spam. But the fact remains – people respond to the word ‘free’ like flies to honey. You should not be afraid to put the words ‘Today’s Free Download’ in the subject line of your emails. People love free stuff and they always will.

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Category: Business Management
Keywords: Business, Marketing, Management, Display, Event