In today’s digital-first world, having a strong online presence is essential for successfully defining and managing the reputation, credibility and visibility of your business. Salesforce reports that 72% of B2B buyers start their journey online. And as digital natives become B2B decision makers, their online research clearly directs their paths to purchase.
Here are some of my favorite tips for creating a robust online presence to reach new and existing customers, build brand equity, and ultimately drive sales:
Optimize your website and its performance
As the anchor of your digital presence, your website is a critical point of contact between your business and potential buyers. It should be well-designed, user-centric, and intuitively easy to navigate. Areas of focus to consider in order to improve the customer experience and drive increased conversion include:
Engage on social media
Based on your buyer research, be hyper-focused on optimizing one or two accounts with solid engagement activity and targeted content to build relationships. Encourage employees to share your posts with their networks. Connect with customers, relevant influencers, reporters and associates. And tap into social media listening and monitoring tools like Sprout Social, Buffer and Hootsuite to gather valuable insights. Start small, but invest in paid social (and search) ads, and use their real-time analytics to adjust your strategies accordingly.
Be thoughtful about your thought leadership
When optimized for SEO, blogs can act as a magnet to attract and nurture relationships, while also growing your network and influence. Explore guest blogging opportunities to build credibility, authority, and trust in your knowledge of our industry. Also, earn more earned media moments by taking advantage of speaking engagements, hosting webinars, issuing press releases, and contributing articles to trade publications, bylines, and op-eds in targeted media publications.
Build your own digital strategy!
Having a stellar online presence is all about understanding your customers and delivering an optimal digital experience with compelling messaging at the right time in the buying journey. Most of today’s buyers are doing online research before engaging with you, so having a high-functioning website, appearing in search engine results, and engaging with customers on social media and other industry related sites and publications is critical. While your own digital marketing approach will vary depending on your individual business goals, these tips can help place you in control of better understanding, presenting and monitoring your reputation as a trusted, legitimate, and valuable solutions provider in the commercial printing industry.
For more information about the digital transformation possibilities in label and package printing and our production printing equipment, please visit Konica Minolta online.