A lot of people build a website as if it was just an online brochure.  While that may work for some, for most b2b marketers that just is not enough.  The question you should ask yourself is, “what are my website’s goals?”  Here are a few possibilities and what needs to be included on your website as a result:

Educate my buyers about my products and my industry.

• Your resources section should be overflowing with content varying from whitepapers and eBooks to podcasts of interviews with industry experts.
• Every product page should have links to relevant corresponding resources.
• There is no faster way to create loads of content than to have a regularly updated blog.

Get prospects to contact us.

• Include a link to your contact us page on every page of your website (Don’t get creative here, follow standard format for the location of the contact us link.  This is typically in the upper right corner.)
• Consider a 1-800 number – again this could be at the top of every page

Generate New Leads

• To capture new leads on your website, you have to offer compelling content.  There is a lot of debate around whether or not to put whitepaper, eBooks, etc. behind forms.  This is again a time to ask yourself is the goal to capture contact info or to spread your content (forms will deter some from downloading)
• Another option to forms is to use a service that identifies unknown web visitors.  This will only tell you the company visiting but it is better than nothing.

To interact with current customers

I know of a marketer that has no control of their website.  It is solely used for current customers and is not a marketing tool.  If this is a problem you are dealing with as a marketer, suggest creating a customer portal.  Then the public pages of your website can be used for marketing.

• Keep in mind that your current customers should still be marketed to.  They are ripe for upsell and crosssell opportunities.
• You can offer them early access to a new whitepaper or eBook.

Whatever the goal, keep a focus.  You can’t do it all, but you can take elements from each to enrich your site.

I have heard mixed reviews on using personalization in email marketing.  And if you have dirty data with things like LEIGH ANNE or Leigh Anne (don’t call til Q1) in the first name field of your CRM, using personalization can be pretty scary and it might be time for some data cleansing.  MarketingSherpa is a proponent of personalization as they use it in their own emails.  But shame on them for an email my co-worker, Lauren, received.  Check this out:

Dear ,

There aren’t too many positives to come out of the recession.

However, new MarketingSherpa research reveals one overwhelming positive: more than ever, companies are relying upon email marketing to engage prospects and generate high ROI…

Leading with the recession (which I believe is grossly overused) aside, “Dear” is not a greeting that can stand alone.  If you are going to use personalization with a holey database, you have to be careful.  Use a greeting like “Hi”.  It can be followed with a name or just a comma and not look weird or let prospects know that you don’t really know who they are. After all, the point of personalization is to make a prospect feel as though it is one-to-one communication.

If you are anything like us, your resources page on your website is overflowing with whitepapers, eBooks, tearsheets and more.  How do you organize all that great content so your prospects can find what is relevant to them?

The most common way I have seen is to organize it by format:

• Whitepapers
• eBooks
• Podcasts
• Webcasts
• Videos
• Case Studies

This is a good way to go about it if you know your buyers want to go looking specifically for a certain format.  Like you know that those early in the buying cycle want to read whitepapers and that the final decision maker only wants to read case studies.

However, I have found that although my buyers may tend towards one type of format or another, it is the topic of the content that they really care about.  So instead of grouping, for example, all eBooks together, we have 6 different categories our buyers are interested in (obviously this is relevant to our buyers being marketers).  This is how our B2B Marketing Resources page is organized:

• Direct Marketing
• Database Clean-up
• Online Marketing
• Event Marketing
• Marketing and Sales Alignment
• General Marketing

In each category, there could be eBooks, a webcast and tearsheets.  We have found that our buyers care first about the topic of the content and then will choose from the formats available.  Ultimately you need to find the best way to make your content easy to find so that your buyers can consume it.

David Meerman Scott is sort of the Godfather of eBooks.  Case and point, his eBook, The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free has been downloaded more than 600,000 times.  David had a great post on his blog, Web Ink Now, back in June called So you want to write an ebook? 30 tips for success

Here are some of the best tips David had to offer (be sure to read his entire article before you write your next eBook):

• You should write to solve a problem that people have.
• The ebook should be authored by a person. Don’t make it by your company. You need the personal connection with readers. An ebook by “Premium Landscape Company” will not do as well as an ebook by “Mary Smith, chief landscape architect at Premium Landscape Company.”
• Have a definite point of view.
• Do not sell your products or services in the body of the ebook.
• At the end, in the biography section, have a place where people can learn more and can contact you if they want to work with you.
• You will need a great title that intrigues people.
• Use a subtitle to say what the ebook is about.
• Add a Creative Commons license to encourage people to share.
• Tell people about the ebook, especially those in a position to talk it up.
• Invest in a great design
• Focus on the cover – the first thing people see
• You should have a permanent place to point people. It could be on your blog or site or you could even make a micro site with a unique URL

Here are some of my tips based on the success we have seen with our own eBooks:

• You don’t have to reinvent the wheel.  Our most successful eBooks are a collection of blog posts by topic.
• Take out the formality.  Add some personality.
• People love valuable content so put it out there where your customers are – could include: LinkedIn, FaceBook, Twitter, monthly newsletter, advertising, etc.

Whether or not to have a form in front of your eBook  is highly debatable.  David would tell you to let your content go free and he has some very interesting stats to back this up.  I have yet to convince the higher ups to do this, so we will continue to require registration for our eBooks.  If you are going to put a form in front, try to limit the number of questions.  Also, I have seen some forms where you can choose if you want follow-up from a sales rep or not which could increase downloads.

Engagement Systems is one of the newer players in the marketing automation space. We let them “speak for themselves” earlier this week, but I wanted to dive further to check out some of their content.  So far they only have a few whitepapers and case studies, but I have to say I was pleasantly surprised at the quality of their content.  Their whitepaper, Influence the Buying Process with Automated Marketing, is a quick read packed with great tips.  The whitepaper promises 10 tactics for improving revenue and ROI now.  After the explantion of each tactic they offer a take-away (great idea for your next whitepaper or eBook).  Here are the take-aways from the whitepaper:

1. Don’t let prospects fall through the cracks. Protect your marketing investment and maximize resources through better lead qualification and lead nurturing.
2. Unify sales and marketing in the pursuit of common goals.
3. Continue generating leads, but put greater emphasis on nurturing activities as well as retention and winback strategies to maximize customer lifetime revenue.
4. Make sure that you have all the materials in place to be the resource for information to support your buyer.
5. Map out the buying process and help prospects and customers navigate their way to a buying decision.
6. Automate the sales and marketing process by setting event and behavior triggers that utilize intelligent marketing automation to autoexecute marketing touches.
7. Deploy one-to-one communications for more meaningful dialogue with prospects and customers to shorten the buying process.
8. Commit to an ongoing learning process; employ a valuable exchange of information to align your product and service offerings with the changing needs and interests of each individual buyer.
9. Deploy multiple means of outreach to ensure that your message is received, and to move the customer towards a purchase position relative to their individual needs and interests.
10. Establish ongoing contact with customers to preserve satisfaction, increase up-selling and cross-selling, and decrease customer defections.

Be sure to read the entire whitepaper for the full story.  It is definitely worth the read.

I recently came across a great blog post on the Savy B2B Marketing blog.  They are quickly rising to the top of my must read list.  I wanted to make sure The B2B Lead readers didn’t miss out on the great tips in Need Content? 20 Formats to Consider.

Here is a short version of the list so be sure to check out the entire article:

1. White Papers
2. eBooks
3. Workbooks and Toolkits
4. Research reports
5. Buying guides
6. Case studies
   
7. Checklists and action plans
8. Glossary
9. Q&A and FAQs
10. Articles
11. Blog posts
12. Newsletters
13. Slideshows
14. Webcasts
15. Podcasts
16. Videos
17. Interactive applications
18. Microsites
19. Knowledge base
20. Demos

Something to keep in mind is that these are merely the delivery mechanisms for your content.  Don’t limit the reach of your content by restricting it to one format.  There is no reason you couldn’t break up a white paper or eBook into smaller pieces and repurpose as blog posts.  One of the best ideas we ever had was to turn our blog posts into eBooks.  We took all the posts for a particular category, had our graphics guy drop them into a template and bam, we had 5 new eBooks without having to write any “new” content.  We create our monthly newsletter in a similar way, making it a “best of” the last month’s posts.

We are excited to be a part of the B2B Marketing Zone joining the ranks of fellow bloggers, Brian Carroll, Paul Dunay and Jon Miller.  The B2B Marketing Zone is a joint venture between Tom Pick of WebMarketCentral and Tony Karrer CEO/CTO of TechEmpower. In their own words here is what B2B marketing Zone is all about:

B2B Marketing Zone is a collection of blog posts and articles all around B2B Marketing.  It uses the Browse My Stuff technology to create this topic hub.  Topic Hubs are sites that aggregates content from a variety of sources, organizes that content around keywords in the topic domain, and supports both manual and social curation of that content.

The goals of the B2B Marketing Zone are:

Collect High Quality Content – The goal of a content community is to provide a high quality destination that highlights the most recent and best content from as defined by the community.

Provide an Easy to Navigate Site – End users most often are people who are not regular readers of the blogs and other sources.  They come to the content community to find information on particular topics of interest to them.  This links them across to the sources themselves.

Be A Jump Off Point – To be clear all content communities are only jump off points to the sources of the content.

Help Surface Content that Might Not be Found – It’s often hard to find and understand blog content that’s spread across sites.  Most users of B2B Marketing Zone are not regular subscribers to these blogs and other content sources.

If you are looking to beef up your RSS feed, you can subscribe to a “best of” or to the full feed of everything.  It is a great one stop shop for B2B Marketing content.

1. Creative Commons search

2. Yahoo Creative Commons search

3. Flickr Creative Commons search

Free stock and public domain images

Much like with Creative Commons images, many just require attribution be given to the original creator. If an image is in the public domain, it is completely free for you to use for any purpose, altered or not, without credit required.

5. Stock.XCHNG

7. Everystockphoto

8. PDphoto

WikiMedia Commons

Aggregating all of the associated media from the various Wikimedia Foundation projects, the WikiMedia Commons is a large database that includes primarily freely reusable images, audio and video broken down into their various license categories. Be sure to note which type of license the image you want to use is under and follow the reuse guidelines for that particular license. Some useful collections include:

12. Public domain

13. Creative Commons

14. Sound

15. Video

Free audio sources

16. opsound

19. Internet archive open source audio

Free video sources

20. Internet Archive Moving Images Collection

21. Open Source Cinema

Further resources

25. TeacherLibrarianWiki’s list of copyright-friendly image sources

26. NASA

I recommend digging a little to find an image that is not too overused.  It is possible to find stock photography that doesn’t look glaringly like stock photography. Trust me, you will feel like you have been sucker punched when you are driving down the freeway and see the same image you used for your entire fall campaign on a billboard for a used car dealership.

Also, before you use any image, audio or video, double check the license agreement for allowed uses and attribution requirements.

For Barb’s full list, be sure to check out the complete article.

We all work long and hard on our email marketing.  Crafting the perfect attention getting subject line, choosing just the right images, editing and re-editing concise and relevant content.  After all that hard work, no one wants their email to get caught up in a SPAM filter or relegated to the Junk folder.  Many of our recipients are using Microsoft Outlook.  In case you haven’t checked it out before, here is what Micosoft says about the filter that pushes your email to the cyber graveyard known as the Junk folder.

The Junk Content filter works by looking for key words. This file is a description of exactly which words the filter looks for and where the filter looks for them:

First 8 characters of From are digits
Subject contains “advertisement”
Body contains “money back ”
Body contains “cards accepted”
Body contains “removal instructions”
Body contains “extra income”
Subject contains “!” AND Subject contains “$”
Subject contains “!” AND Subject contains “free”
Body contains “,000″ AND Body contains “!!” AND Body contains “$”
Body contains “Dear friend”
Body contains “for free?”
Body contains “for free!”
Body contains “Guarantee” AND (Body contains “satisfaction” OR Body contains “absolute”)
Body contains “more info ” AND Body contains “visit ” AND Body contains “$”
Body contains “SPECIAL PROMOTION”
Body contains “one-time mail”
Subject contains “$$”
Body contains ”
Body contains “order today”
Body contains “order now!”
Body contains “money-back guarantee”
Body contains “100% satisfied”
To contains “friend@”
To contains “public@”
To contains “success@”
From contains “sales@”
From contains “success.”
From contains “success@”
From contains “mail@”
From contains “@public”
From contains “@savvy”
From contains “profits@”
From contains “hello@”
Body contains ” mlm”
Body contains “@mlm”
Body contains “///////////////”
Body contains “check or money order”

Be sure to check out this list before you hit send on your next campaign.

As the person here at ReachForce ultimately responsible for having a regularly updated blog, I know how very difficult it can be to continually come up with new blog post ideas.  Lucky for me Kipp Bodnar has created a great list of 20 Ideas For B2B Blog Content To Drive Traffic and Boost SEO on the Social Media B2B blog. Here are some of my favorites:

• Profile your customers
• List the top ten twitter users in your industry
• List the top five blogs in your industry
• Start a contest and ask for submissions
• Use Trendrr to create graphs of industry information
• Compile the top ten blog posts on a specific industry topic

I can’t wait to start using some of these ideas myself.  Some things we do on The B2B Lead:

• Guest posts from partners and customers
• Quote great articles and blog posts and then expand on those ideas (hence this post)
• Write a cliff notes version of hit industry books
• Feature other companies who offer complimentary services or products to your own

Don’t forget to read the full list of 20 ideas!