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26th March 2015
Storefront of the Month
Congratulations to MSA Australia, the IndustrySearch Storefront of the Month for March!
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3 hot issues for B2B marketers
By Grant King, IndustraCom

In the past you could have been excused for thinking of digital marketing as a bit like an iPhone – nice for some, but a plain old Nokia does all I need. Those times have changed.

Now it's 2015, and almost as the seconds ticked into New Year's Day a profound resolution was being made by business people across Australia – for the good of my business health, I'm going to get serious about digital marketing. No longer is the digital age a thing of the future; it's the way to the future.

So what are the main issues you face as a B2B marketer and how can you overcome them?

Creating enough content
This used to be the case when content was all quantity and no quality; when it was okay for less ethical operators to pay novice writers pittance to write spectacularly poor, keyword-rich copy. Now that Google has wised up to such behaviour, content has stopped being purely content. Now it's 'substance'. Articles actually have a point, a purpose, a presence well above the jumble of conniving words. They have a job to do, that being to enlighten and entertain. And to sell. Which is good news for you.

Tip #1: Get your whole team involved in creating content. Some of the most interesting stories about your products and projects come from the field, and its your people who come across this. What about a regular contest like 'content piece of the quarter' from your team with a prize to suit?

Finding the budget
If anything the digital age has brought mass targeted exposure to a responsive audience within easier reach for far less. How much do you pay for radio advertising? What does a full page ad cost in a trade magazine? Who do they actually reach? And for how long? Your various platforms (website, online marketplaces like IndustrySearch, social media page etc) are superstores of online opportunity and maintaining a substantial ongoing presence can be very cost effective.

Tip #2: Digital ads will lead the way for global media growth in the next four years, accounting for 33% of total advertising revenue, nearly catching TV in the process. TV advertising generated $173.7 billion worldwide in 2014 and will grow to $214.7 billion in 2018. During the same period, Internet advertising will grow from $133 billion to $194.5 billion.

Less hard sell, more credibility building
Buying decisions, especially large purchases, made by businesses are often complex and protracted with a lot of influencers through the buying process. Technical, production, finance, marketing, health and safety, and of course senior management all have their own agendas and all of them can complicate things in their own way. Content marketing allows you to have an easy ongoing dialogue with all these people without the expense and waste of traditional marketing strategies.

Tip #3: Reassure and reassure again. Use case studies to build confidence in your brand. They are the single most powerful content marketing tool of today.

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