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Using your website, social media, and
PR to build your professional profile
and market your practice.A Better B2B Marketing Session
Scott Armstrong, Partner, Brainrider
@brainrider
Part 1: 4 Pillars of Success
• Positioning: Taking A Customer Focused
Approach
• Value Creation: Sharing Relevant Expertise
• Operation: Building Your Presence
• Marketing: Converting Your Presence Into
Prospects
It’s not allabout you.
Clients Want Information Aligned To
Their Buying Decision.If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:Education &
Benchmarks
Solution Options & Product
Suitability
Proof Points & Decision
Support
What to
share with
them:
•Trends
•Benchmarks
•Analyst coverage
•101 Education
•How to guides
•How other people are
solving this
•What is the solution & how
does it work
•Solution comparisons
•Pitfall analysis
•Readiness & suitability
assessments
•How to choose a vendor
•Pricing
•Bench strength
demonstration
•Case studies
•ROI/TCO
•Working with us
•How to buy
Clients Are Looking Information
In a Very Connected World
Key Objectives
• Make Your Practice Findable
• Engage Clients with RELEVANT Information
• Convert Awareness Into Prospects
Building Your Presence:
Hub and Spoke Model
Building Your Presence:
Hub and Spoke Model
The Effect of Practice Size
Practice Size
≠
Digital Presence
Practice Size
≠
Digital Presence
Converting Presence Into Prospects
• Easy Contact Us
• Become A Partner
• Pricing
• Get A Quote
• Watch a Webinar
Part 2: C-Suite Thinking
Marketing Tools & Best Practice
• Building A Customer-Focused Website
• Effective Social Media Profiles
• PR: Sharing Useful Content
Website Functional Design
Website Functional Design
32
1
Branding/Home Secondary Navigation
Primary Navigation
Main Message:(Objective #1)
Engagement Content (Objective #2)
Search
Above The Fold Above The Fold Above The Fold Above The Fold Above The Fold Above The Fold
Gigantic Footer:
SEO copy, Credentials, bottom nav, legal, contact us privacy
Optional: Secondary Message
(Objective #3)
Prioritize Your Page Layouts By Objective• Content prioritized by
objectives
• Follow eye-path best
practice
• Stay above the fold
because 70% or more of
your visitors will not get
below it
• Include Search Engine
Optimization copy
• Highlight your most
effective calls to action
16
Real B2B Website Budget Numbers:
$27,000 – $110,000Budget Line Item Cost Range
Discovery & Requirements Brief N/C
Site Design & Coding $6,500 – $12,000+
Site Architecture, Wireframes & Templates $3,000 – $10,000+
Content Planning & Development $13,000 – $36,000+
Content Loading $1,500 – $3,000+
Multilingual Site Versions $10,000 – $25,000+
Technology Integration $3,000 – $20,000+
Search Engine Optimization N/C
18
Effective Social Media Profiles
Effective Social Media Profiles
PR: Sharing Useful Content
PR: Sharing Useful Content
Brainrider Resources
For Better Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Go to brainrider.com/b2b-cheatsheetsto download today’s presentation and other cheatsheets
