Planning a cohesive email strategy is crucial for a B2B marketing strategy. This, along with search engine optimization and trade shows, is among the top sources for getting leads in niche businesses, according to Ayaz Nanji, writing in MarketingProfs. On a cost basis, it is cheapest to do email marketing and add keywords to a website. Additionally, social media campaigns are another effective way of getting people to know about a product.

Mastering the website

To become a champ at generating leads, you’ve got to begin with the very basics. How will your website be seen by someone who is an expert in the industry? You will want to provide content that incites conversation and sharing via social media. Additionally, it is important to make the website easy to find by using longtail keywords. When someone searches for something specific, the more likely they are to find you if you include plenty of relevant phrases about your product.

Optimizing your website isn’t as easy as simply providing content, however. The shape of your website is also important, Victoria Edwards wrote in Search Engine Watch. You want to design your site from the ground up, so keywords are embedded into every piece, including the code itself. Don’t try to do any tricks with this – just naturally include the information that pertains to your product. Search engines are trained to scan for people who unnaturally flood their websites with unnecessary language. Additionally, they do search the architecture of a site, and this includes any programming languages and metadata that are part of its construction.

So there isn’t a trick to creating great SEO. The only thing is to make a seamless experience that surrounds the reader with just the right amount of information without being overwhelming. A good rule is one search phrase per 100 words. The best way to create a site, therefore, is to have multiple sections, with a blog and ties to social media like LinkedIn and Twitter.

Be sure to update your content regularly, as Google takes this into account. Additionally, many people may be searching for information about a topic and find it through your blog. From the blog, they will look to other parts of your site and become interested in one of the calls to action.

From the call to action to a conversation
If someone decides to add their email to your mailing list, then you have begun a conversation. Ideally, your user has been looking throughout the website and clicking on different sections to look at particular interests. The email they submit to you will have this information attached to it through the marketing software embedded in the site. This way, they don’t receive a one-size-fits-all conglomeration of all the information about the product – instead, they get prose that is very nuanced and directed toward that customer specifically. This is the first step in narrowing down the interests of the potential customer. The next time your readers receive a newsletter, it will be customized again based on whatever they clicked on in the email along with whatever they looked over again on the website. This makes the mailing list a funnel that becomes narrower and more detailed as the readers begin to focus their interest on particular categories or features of your product.

The effect is that of a conversation. This drives user interest because everything they get is relevant to their needs as a business. Eventually, the call to action matures into the next phase of the relationship, which could be a purchase or a phone call.

Call tracking
In an ideal situation where call tracking has been enabled, the user has received a unique phone number. This means that all the information gathered from the website and the email has been pooled together and sent to the call operator along with the phone call. The operator will already be aware of how to sell the product. Additionally, if a sale is made, then the information can be used to produce metrics for customer personas.

Who are you using to do marketing?
Assuming you wisely decide to invest in Internet marketing methods, you will have questions. Some of these have been predicted already by Lydia Vogtner at Business 2 Community. She guessed the major questions a company will have are who is going to do the writing and what that person’s skillset should be. Additionally, emails and websites will have graphics, and someone will have to do those, as well.

Ultimately, it may not take much to get a website off the ground if you hire the right company, and someone who writes well can easily compose a letter. It won’t be something that will happen instantly, but a small company can likely create a compelling advertising team from within the existing group of people. Most of the employees at a small business are used to wearing many different hats.