Posted November 1, 2017

5 surefire ways to increase B2B online leads and sales

These steps will sharpen your B2B marketing efforts and improve your results.

Bob DeStefano is STAFDA’s online
marketing consultant and a member of
the University of Innovative Distribution faculty with more than 20 years’ experience helping manufacturers and distributors.
Bob is the author of
‘Old Dog, New Clicks: Online Industrial and B2B Marketing Know-How for the 21st Century’ available for sale at and Contact Bob at or call (877) 786-3249 x234.

You understand online marketing has a big impact on your industrial business. But if you’re anything like most distributors or manufacturers today, you limit your success with clunky e-commerce catalogs and passive online brochures. However, you want to take your online marketing efforts to the next level to increase leads and sales.

In working with B2B and industrial marketers over the past 20+ years, I’ve uncovered tried and true methods to transform a website from a meager marketing initiative into a powerful online marketing machine. Here are five surefire ways to help you achieve this same success.

1. Help B2B Customers Find You
A tremendous generational shift is occurring in the marketplace. Every single day 10,000 Baby Boomers reach retirement age and leave the workforce, and 10,000 Millennials turn 21 and enter the workforce. This younger and digitally-savvy generation is making your online presence more important now than ever before by changing the B2B buying process. Today, in 80% of B2B transactions, the customer finds the supplier – not the other way around.

To help this new customer base find you, embrace search engine marketing and social media marketing. Search engine marketing aims to increase your website's presence within the search results of major search engines, like Google, to attract potential customers to your website. Search marketing is important because, according to research, over 80% of customers begin at a search engine when researching products and services online. Effective search engine marketing begins with a thorough understanding of the keyword phrases your customers search most often. The next step is to leverage a combination of search engine optimization (SEO) and pay-per-click advertising (PPC) to help your website be found for those searches.

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