Digital Marketing Strategy for B2B Service Companies
A clear plan to scale your business and grow your profit
B2B marketing strategies with measurable results
Many business owners don't have a clear digital marketing strategy. Someone may be responsible for posting on social media, and maybe an agency is handling SEO. But often there is no clarity on the overall objectives or on how to track KPIs. As a result, they waste valuable resources on marketing that doesn’t work.
B2B online marketing strategy
Your website and digital marketing is an investment that should reduce your cost of operations and generate leads for your business, convert them to customers and retain their loyalty.
We provide a clear and measurable digital marketing strategy that is laser-targeted on your ideal client and on how you differentiate yourself from the competition.
We have developed a robust and practical approach to define your brand, understand your competitive landscape and communicate with your ideal customers. The method is complete, but also simple enough to lead to a practical, actionable digital marketing strategy within a few sessions.
4 steps to create your digital marketing strategy
Define your ideal client
You can’t be everything to everybody. We help you focus on your best clients: the clients who are the most profitable, generate the best cash flow, and refer you to their network.
Then we create buyer personas for your ideal clients. These are generalized representations of your ideal clients, and help you understand them better. We describe their characteristics and behaviours, and their needs and frustrations.
Read more: How to Define Your Ideal Client
Differentiate yourself
If you are seen to offer the same product or service as your competitors, then you'll end up competing on price only. That's not a good place to be, as there are always business owners that will be willing to lower their price even if it means they'll go out of business.
We start with competitive research: a review of your main competitors including their online presence and their position in the market. We review their web presence and uncover their strengths and weaknesses.
In the next step we define your differentiator. We help you define an approach, product or service that differentiates you from your competitors, and makes you unique in the eyes of your customers.
Through client Interviews we uncover why your clients have chosen you as a supplier, and why they stay with you. We complement this with a review of client interactions on your Google Business Profile and social media. 
Read more: How to Define Your Differentiator
Create a core message
In our process you'll gain clarity on how you want to be perceived by your audience, and together we distil your core message describing the problems and needs of your ideal clients, how you solve them, and how you differentiate yourself from your competitors, making you unique in the eyes of your customers.
We pay attention to the tone of voice of your messaging, to ensure consistency for all your communication and building familiarity with your target audience.
Based on your core message we create your homepage content. The homepage is the most important page on your website, and it needs to tell your story with the objective to engage and convert your target audience.
Finally, we create a brand book, a clear presentation of your overall strategy and brand, and style guide for your logo, fonts and colours. This is presented as a nicely designed book to share with employees, partners and suppliers, ensuring consistency in communication.
Throughout this process we use the “Storybrand” principles by Donald Miller. This approach has proven to create a clear narrative that is highly successful at converting anonymous visitors into leads for your business.
Read more: Create a Core Message that Attracts Clients
Customer journey
In today's digital world, your customers have many possible touchpoints with your business, such as a Google search, a Facebook Ad, a social media post or an email newsletter. All these interactions with your business add up to form the customer journey.
A traditional marketing funnel might have stages such as Awareness, Consideration and Purchase. Here’s the thing that the marketing funnel neglects to address – when it comes to lead and referral generation a happy customer is your best road to success!
We use The Marketing Hourglass by Duct Tape Marketing to map out the customer journey. The Marketing Hourglass consists of seven connected stages – Know, Like, Trust, Try, Buy, Repeat and Refer. It is a much more holistic and increasingly effective approach in the “era of the customer” we live in today.
Using the Marketing Hourglass we take charge of the interactions with your customer at the different stages in the customer journey. This builds loyalty and encourages repeat business and lots of referrals.
In the next step we uncover the search terms that your ideal clients are using to find your product or service. With this keyword research we create a list of the most effective keyword phrases that are relevant to your audience. This is the basis for search engine optimization we do for your website.
Based on the keyword research and the marketing hourglass we create a
content plan
for the next 12 months. We identify topics that are relevant to your audience, and we create a calendar to publish this content. The content calendar forms the basis of your
content marketing.
Throughout this process we use the “Storybrand” and “They Ask You Answer” principles. These approaches Donald Miller and Marcus Sheridan have proven to be very successful at creating the type of content your customers need at every stage in their customer journey.
What next? Implementing your digital marketing strategy
These are our stages of creating an effective digital marketing strategy to guide your marketing efforts. It completes the first phase of our Accelerator Program for B2B Field Service Companies. When you are satisfied with the digital marketing strategy we have created together, then you are ready to implement the next two phases:
Digital marketing strategy
Based on the digital marketing strategy you are ready to create or improve your business website.
Your website has two functions:
- your website should save you on operational expenses with a deep integration with your business systems. This way you create efficiency, reduce cost and remove human mistakes from repetitive processes
- your website should generate leads for your business, guide leads through the different stages of the customer journey, and convert them to clients.
Read more about our methodical approach to website development
When your website is launched, you are ready to implement a digital marketing system that delivers leads to your business. We use a predictable marketing system with a 5x ROI guarantee, based on the Duct Tape Marketing System. It is a comprehensive approach to marketing with all relevant marketing tactics working in collaboration to generate leads and convert them to clients:
Digital marketing strategy sits at the heart of your online marketing system. We implement the strategy by:
- updating and optimizing your website, which is essential for a competitive online presence,
- content marketing to answers the needs of your ideal client,
- search engine optimization to ensure your website is optimized for search engine ranking,
- creating awareness and engagement with social media marketing,
- raising your online reputation with reviews and backlinks from other sites,
- engaging leads and clients with email marketing, SMS outreach and sales automation,
- and using online advertising to capture demand from people ready to engage.
Finally, we measure success with analytics and reporting on Key Performance Indicators (KPIs).
On the internet, everything is measurable. That is the main difference with traditional marketing! However, the amount of information we can get from such tools as Google Analytics can be quite overwhelming, and nobody has the time to go through all the details.
We will identify the Key Performance Indicators for you, and establish a dashboard to keep track of these metrics. This allows us to optimize your digital marketing strategy over time.
Read more about our Digital Marketing Services.
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