I’m heading off to Las Vegas today to go to CTAM West. I’ll be heading up the round table sessions on Web Marketing at their B2B conference this year.
As part of this gig, I’ve been asked to create some sort of hand out thingy. I toyed around with many ideas for the one sheeter, but finally, after seeing an invitation on my fridge for a party, I decided on “The 5 W’s of B2B Web Marketing.” For all you loyal SageRock Blog fans, I thought I’d share this info with all of you a day before my attendees get it.
The 5 Ws of Web Marketing
Who?
Your potential customers. Think about them for a minute. Do they know the technical industry terms that you may use on your site, or do they know your products or services by another common name? Write to your audience to better connect with them.
What?
Goods and Services. Make sure people know exactly what they are getting when looking at an offer or product. Clear language with full descriptions of products or services leads to happy customers. And if people have questions, make it easy for them to contact you. Keep forms short and make it’s simple to locate a number.
Where?
Everywhere. People search with locations attached to terms. Sub-sections of sites that speak to regions convert well and contribute to an aggressive search engine optimization campaign. These pages also work for paid search as landing pages.
When?
Yesterday. Your competition, be it your offline competitors or some company you’ve never heard of, is already active in the space. And they could be using your brand as a way to make themselves money. If nothing else, you need to be running branded efforts.
Why?
Why you? What does your company bring to the table that others cannot? This unique value proposition needs to be clear and concise. Whether it is one of price or service, it needs to resonate with your audience.
Wish me luck as I head to Vegas! Hopefully I’ll still have a few dollars to my name when I return!
Thanks for the photo go to Incase Designs via Flickr.
Most recent posts by Joe
- How to Hulu - June 18th, 2009
- Google Mobile Keyword Tool - May 21st, 2009
- Yahoo! Search Marketing Using Favicons - May 7th, 2009
- Top 5 Non-Traditional Ways to Advertise Online - May 7th, 2009
- Targeting Spanish-Speakers in Google AdWords - April 23rd, 2009
