Yellow Ruler Marketing

13/11/2024

If you are an owner or MD of a B2B business, analysing your website’s data might not seem like a top priority if you are busy trying to generate more sales or cope with the myriad of other daily challenges.

However, your website data has a treasure trove of valuable insights that can show you EVIDENCE of what marketing actions are working and what is not.

Read our blog to find out how analysing your website data will improve your marketing. https://www.yellowrulermarketing.ie/why-b2b-businesses-need-to-analyse-their-website-data/

27/06/2024

A thorough examination of your website's content can lead to improved search engine rankings by consolidating top-performing content, removing duplicates, eliminating low-traffic pages, fixing broken links, and pinpointing areas for optimization.

To learn more about how to conduct a website content audit, check out this informative article by on .

If you're interested in having us conduct a content audit for your website, reach out to us today.

https://buff.ly/33RLwqP

05/06/2024

How can you improve your website performance on search engine results page if you are a business selling to other businesses?

Of course, there isn't one magical thing you do and bingo, your website is suddenly right there at the top of page one.
However, there are a few simple actions you can do that will help improve your website's ranking. These include:

✔ Making a list of the words / phrases (i.e. keywords) that you want your website to rank for. Ensure you include any "layman terms" that your prospects would use also.

✔ Check (or ask your web developer to check) that these keywords are contained in the Title Tags, Alt tags and Meta Descriptions in your website's key pages.

✔ Write down the problems (i.e. "pain points") that your ideal customers face (that are relevant to your product/service) e.g. if you sell sustainable building products, then your ideal customers' problem may be that they are struggling to source more sustainable building materials to stay in line with new sustainability regulations.

✔ Create some blogs on your website that address those "pain points" so that your website will show up if an ideal client searches online for a solution.

✔ From these blogs, create some easy-to-digest infographics, graphics or videos that can be shared on social media. The increased traffic to your website from social media is an indication to search engines that your website is a trusted source of information, which will further help your website's ranking.

✔ Ask somebody who knows nothing about your business or industry to look at your website for 3 seconds. After the 3 seconds, ask them if they can tell what your business does. If not, you need to add a clear, short statement about what you do at the top of your homepage.

The above list is only a few actions that you could take. There are many other things that can be done.

Ideally, you will begin your marketing by creating a digital marketing strategy with a marketing professional. Having a digital marketing strategy will ensure that any actions you take "move the needle" closer to achieving your marketing objectives in a logical way.



Are you happy with your B2B website performance?

30/05/2024

WHAT IS A BUYER PERSONA?
A "Buyer Persona" (aka Ideal Customer Profile (ICP)) is a detailed description of your ideal client(s). For B2B marketing, you need a separate Buyer Persona for each customer type/target market. For example, if you sell a product that is used in the construction industry, you may have 3 customer types - Architects, Quantity Surveyors and Building Contractors.

Each of these types of ideal customers will probably have different needs, buying processes, decision making teams etc. Therefore, your Buyer Persona will need to describe key factors about each one. Below is an example of some of the factors that you need to describe:

- Location:
- Key Issues/"Pain Points" that they struggle with (that relates to the product you sell)
- How they try to solve their problem - e.g. ask a colleague, do a Google search?
- Knowledge level: e.g. are they knowledgeable about your product type or only barely aware of it?
- Decision-making process: by committee or are they the sole decision maker?
- What social media platforms, if any, do they use?
- What type of online content do they prefer - videos, detailed blogs, simple infographics, carousels?
- What would an ideal solution to their problem look like?
- If they search online, what sort of search terms/words will they use when they search?

WHY DO YOU NEED A BUYER PERSONA?
A Buyer Persona will help to guide your marketing actions. For example, if you have listed all the search terms that your ideal buyers will use when searching online, then you can check that these same search terms are being used on your website's backend. (e.g. in your website's title tags and description tags).

If they are not being used, then you need to ask your web developer to update your website to use these search terms so that your website performs well in search engines.

Also, if your buyers in one target market have very little knowledge about your product type, then you need to focus now on creating easy-to-digest, introductory content types, such as infographics and short videos (as opposed to detailed blogs).

In addition, if you are working with a marketing agency or are outsourcing some sales functions, an agreed buyer persona will ensure that everyone is "on the same page" regarding who you are targeting.

27/05/2024

Thinking about what your business' brand voice is might not seem like a big priority but it is important to have at least thought through what your brand voice is - i.e. what you want people to think/say about your business.

In other words, your brand voice is how your brand or business personality is perceived by your target audience.

For example, do you want your business to be seen as a high-end, expert, market leader who probably won't be the cheapest? Or is your brand voice that you won't be beaten on price? The target audience needs to be able to clearly see what sort of business you are from any of your social media posts, website etc.

Your brand voice should be decided as part of your overall because it needs to be in line with all other aspects of marketing and sales.

If your B2B business doesn't have a clear, current digital marketing strategy, then you may be haphazard in your approach to marketing which will negatively affect your results from marketing activities. A consistent approach is essential for effective marketing.
Comment below on whether or not you feel you have a clear brand voice.

22/05/2024

How can you convert those ideal B2B prospects that you know are "out there" into your customers?

This is an example of the journey your ideal prospects will take if you create useful content to build awareness and follow it up with good sales techniques. It won't happen overnight and you may wonder if you are getting anywhere at all by spending time crafting content for social media.

If your content addresses your customers' "pain points" (i.e. their biggest business problem that is relevant to you) and explains how your product/service can help them resolve these "pain points", then your efforts will be rewarded. The content creates positive "touchpoints" between you and your prospects. ( Touchpoints are any type of contact/touch with your company e.g. seeing a social post, a visit to your website, a phone call with somebody from your business, etc)

However, you must do it consistently and do a sufficient amount. Only a small percent of people who see your content will convert into customers so you need to ensure that a high volume of your ideal prospects sees your content in the first instance.

What is your biggest difficulty with B2B marketing?





Contact us today or read more here about converting B2B prospects into customers. https://buff.ly/4dGEZo7

04/07/2023

If your product or service is a highly technical or industrial/manufactured product, you may feel that it is going to be much harder/impossible to market it compared to marketing for consumer products. The good news is that as long as there are prospects out there for whom your product solves a problem and you adopt the right strategy, you can market your B2B product or service very successfully. https://www.yellowrulermarketing.ie/how-to-do-marketing-for-technical-or-industrial-b2b-products-or-services/

How can you do marketing or social media for a "boring", highly technical/ industrial or IT B2B product or service? Find out in our short blog.

11/01/2023

Thinking about what your business' brand voice is might not seem like a big priority but it is important to have at least thought through what your brand voice is - i.e. what you want people to think/say about your business, in other words, how your brand or business personality is perceived by your target audience.

For example, do you want your business to be seen as a high-end, expert, market leader who probably won't be the cheapest? Or is your brand voice that you won't be beaten on price? The target audience needs to be able to clearly see what sort of business you are from any of your social media posts, website etc.

Your brand voice should be decided as part of your overall because it needs to be in line with all other aspects of marketing and sales.

If your B2B business doesn't have a clear, current digital marketing strategy, then you may be haphazard in your approach to marketing which will negatively affect your results from marketing activities as a consistent approach is essential for effective marketing.
Comment below on whether or not you feel you have a clear brand voice in 2023

Thinking about what your business' brand voice is might not seem like a big priority but it is important to have at least thought through what your brand voice is - i.e. what you want people to think/say about your business, in other words, how your brand or business personality is perceived by your target audience.

For example, do you want your business to be seen as a high-end, expert, market leader who probabaly won't be the cheapest? Or is your brand voice that you won't be beaten on price? The target audience needs to be able to clearly see what sort of business you are from any of your social media posts, website etc.

Your brand voice should be decided as part of your overall because it needs to be in line with all other aspects of marketing and sales.

If your B2B business doesn't have a clear, current digital marketing strategy, then you may be haphazard in your approach to marketing which will negatively affect your results from marketing activities as a consistent approach is essential for effective marketing.
Comment below on whether or not you feel you have a clear brand voice in 2023

https://www.yellowrulermarketing.ie/marketing-strategy-plan-for-sme-small-business-kildare-dublin-meath/

01/09/2022

How accessible is your website? And what does an "accessible website" even mean? In laymans' terms, an accessible website is a website that can be used easily by users who have a temporary or permanent disability.
Accessibility is not a Google search results ranking factor at the moment but this could change. In any case, making your website accessible means you can reach a wider audience and make your website easier to use for all users whether or not they have a disability.
This excellent, user-friendly article from Ian Cleary explains website accessiblility thoroughly and how you can achieve it on your website. https://buff.ly/3wD0WRa # .

19/08/2022

Google have announced that it will roll out a new update to their algorithm very soon. It is called the Helpful Content Update. Basically Google is trying to w**d out websites (from search engine results pages) that contain poor quality content that doesn't answer the search query in a satisfactory way.
What does this mean for your marketing? It means that you should continue to create content that really nails what your target audience are interested in e.g. writing good quality content to answer your clients FAQs is a very good place to start with this. Aim to deliver quality over quantity - avoid banging out a poorly written blog because you "need something to put out on social media this week". If it is not ready to publish, hold off until it is ready. Make sure you fully explain all your points, don't assume your reader has some knowledge of the topic you are writing about. If this means that your blog will be too long, split it into two or 3 separate blogs and link to those blogs in the first blog.
📢 Takeaway: Make helping your target audience with your content your number one priority

We’re improving Search so you’re less likely to find content made primarily for search engines, and more likely to find helpful, authentic information.

04/08/2022

Email marketing can be a very effective, cheap tool for building brand awareness and increasing visits to your website. However, you need to apply best practices, such as abiding by GDPR rules and having relevant content in your emails etc. You also need to understand how spam filters work so that your emails actually get into your susbscribers' inbox, as opposed to being sent to the junk or spam folder. This is an excellent from Hubspot post explaining spam filters.https://buff.ly/3J8rP4u

Take a look at this comprehensive checklist from TinyMCE to learn how to get past tough spam filters, and engage effectively with your email audience.

12/05/2022

LinkedIn Activity Recommendations for Brand Awareness LinkedIn can be a very useful tool to build brand awareness, remain “top of mind” in prospects heads and can allow you to build a reputation as an expert in your field if you share good quality content. To do this, you need to do this followi...