Key Elements Of A Successful B2b Technology Product Website

By Author: CMS consultant
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1Lead Generation- Marketers are using multiple strategies to drive traffic to their websites. Web is a cost efficient route to lead generation and increasing sales. The challenge lies in getting a prospect’s attention, keeping it long enough to get the message across, and motivating them to contact or buy a product. Banner advertising and Search Engine Marketing strategies have now become 'traditional'. Social strategies need to be the flavor of the day. Twitter is a good example of B2B marketers experimenting. To create an effective Twitter account, businesses must be transparent in their objectives and engagement is the key to using Twitter successfully as it is a two-way communication tool. Twitter can also be used for product updates, version releases and new wins. B2B companies like Sun Microsystems, Dell and Oracle are good examples of well executed online marketing strategies.

However, there are some companies simply pushing all kinds of information without sound
Objectives or strategy. Quite a few strategies are not strategies, simply forays with a lack of
focus.

Some lead generation activities ...
... are:
1. Search Engine Marketing - Increasing your search rank
Two programs dominate search engine marketing (SEM)—Google AdWords and Yahoo
Sponsored Search. Also known as pay-per-click (PPC) advertising.

2. White Paper Syndication Services - A platform to express your thoughts and experiences
White papers remain the leading form of thought-leadership and content distribution. It is
among the most productive forms of B2B lead generation.

3. Webcasts and Podcasts - Make complicated information simple by presenting it with
visuals
Webcasts, also referred to as webinars and podcasts are alternative vehicles for delivering
thought leadership content. Use a webcast to present long pieces of information with an
important visual component.

4. Email Marketing - Don’t just email prospects - engage them in a dialogue
Deepen relationships with triggered, multi-step campaigns.
Get to the inbox using the latest deliverability technology.
Raise open and click rates by targeting segments.

5. Social Media – An online public relation strategy
According to latest research by eMarketer, online ad spending on social networks is
projected to increase 180%, to $2.5 billion between 2007 and 2011. The key drivers
that are making large organizations invest in Social Media Marketing are as follows:
• Additional targeted traffic
• One-way links to your Website
• Quality back links
• High Google Page Rank
• Improved search results
• High visibility in search engine.
We advise our clients to have a clear strategy defined prior. Define your objectives clearly, the target audience you would like to reach, and a clear plan to increase awareness, engagement and conversion. As part of your strategy, create an integrated marketing plan to target your audience through various channels such as Search, Display and Social Media Optimization cohesively.

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