b2b in B2B Advertising, Promotion & Marketing

Original Post  - Nov 15, 2007

You have your website optimized for usability, customer-centric design and search engines. What else can you do to promote your website and get more traffic? Advertise. There are a lot of options now. What makes sense for your business?

Cheap Methods of Promotion

• One of the best ways to promote your website is just to include the link to your website in any communications you send out: emails, enewsletters, quotes, RFPs, brochures, etc.

Original Post  - Feb 28, 2008

B2B enewsletters are a great way to promote your company and website, by periodically sending valuable information to your customers and potential customers. Valuable information will help you provide good customer support and keep your products and brand top-of-mind. There are two important parts to measuring the effectiveness of your B2B enewsletters: who your audience is, and what they’re reading and looking at within your enewsletter.

Original Post  - Feb 26, 2008

Permission Marketing is only advertising to people who have told you they are interested in your products or services. This gives you a much smaller audience, but one who is much more likely to purchase your products. Interest can be shown in many forms: a website visit, an email, a phone call, a booth visit. Don’t forget to include your past and current customers - the ultimate form of interest!

Original post  - Jan 17, 2008

Interested in what’s going on in the Internet Industry or Online Advertising? Here are some great sites to take a look at:

• MediaPost Publications: This covers just about everything that’s going on in media and advertising (both online and other channels).

Original Post  - Dec 06, 2007

Original post  - Dec 04, 2007

You’re promoting your B2B website through Google AdWords, contextual ads, display ads and print ads. The phone seems to be ringing more often and you’ve been getting more emails for RFP (request for proposal). Which ads are working? What is worth continuing?

Similar to statistics for a website, advertising has its own set of analytics. The online advertising measurement basics are:

Original Post  - Nov 29, 2007

Once you’ve decided to promote your website through online advertising, there is a wide array of options available: tile ads, banner ads, skyscraper ads, page-peel ads, rich media ads, video ads, etc. How do you know what all these are and which to use?

The Interactive Advertising Bureau is a wonderful resource on all the basics of online advertising, including

Original Post  - Oct 25, 2007

Original Post  - Oct 18, 2007

Having a website is supposed to increase your sales (if done properly). How do you know who is looking at your site and who is interested in your products?

One popular way is to put some type of login/registration requirement in place in order for people to see some type of information or content that they are looking for. This seems like an excellent idea from a sales or marketing standpoint, except now you’re dropping all pretenses of having a customer-centric website. Remember to think about what your customer wants. If they are searching for some information on your website (or came from a search engine) and have to register or login before they can get it, how many of them will just leave your site entirely (with a bad taste in their mouth) instead of giving you that information?

Original Post  - Sep 2, 2007

Advertising only works if you can reach your target audience (obviously). How do you reach that audience on the web? More importantly, how do you do that without spending a lot of money on an advertising firm?

The easiest way to advertise is through a search engine such as Google or Yahoo! They both offer services that allow you to create ads and target the ads to certain keywords or phrases that you believe your audience is searching for. You only pay when someone clicks on your ad.