The truth is, that while more traditional marketing tactics and outbound-type campaigns still do have a place in the B2B marketing mix, it's to a much lesser degree. Email marketing done right, for example, is still an effective way to nurture existing leads and contacts that have already opted in to receive your content. But, as far as getting new prospects, there's been a massive shift toward inbound marketing (getting found by potential customers).
David Meerman Scott describes inbound marketng best and recommends that marketers "publish their way in" (via blogs, social media, etc.) in contrast to outbound marketing where marketers used to have to "buy their way in" (via paid advertisements, direct mail, list rentals, etc.)
So, the first place to start is to turn your website into a lead magnet.
To help get you started, we put together a website optimization eBook that'll walk you through the basics of search engine optimization (SEO). The main goal is to show you how, with a little bit of effort, you can start to adjust or revamp your website to drive more traffic to it and begin making your Internet efforts more profitable -- without investing a fortune.
For those who are looking to enhance the marketing of your company website or feeling the pressure to increase website and online marketing performance, this eBook was put together to help get you started.
Learn how to:
Quickly turn your website into an optimized, lead generating tool that gets your company found by qualified prospects
Implement effective natural (organic) search engine optimization (SEO) tactics in a few easy steps. If your site isn't receiving enough traffic, it might not be properly optimized.- Apply keywords to your website and some best practices.
Use linking to your advantage. Explains link popularity, PageRank and the importance of getting more links to your site.
Once you've had a chance to go through the eBook, let me know what you think by commenting on this article. There will be several more eBooks in this Internet Marketing Essentials series so we want to provide only information you'll find useful.