Marketing for small B2B businesses: how content creates marketing muscle and powers traditional and digital marketing

By:

Schulkind, Andrew

Material type: Text

TextPublication details: New York Apress 2022Description: xx, 218 pISBN:

9781484287439

Subject(s):

Marketing

DDC classification:

658.8 SCH

Summary: Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth. Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective. This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. (https://link.springer.com/book/10.1007/978-1-4842-8741-5)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 SCH (Browse shelf(Opens below))	1	Available		008947

Table of contents:
The Marketing Mindset
Andrew Schulkind
Pages 1-12
Defining Your Marketing Goals
Andrew Schulkind
Pages 13-27
Creating Marketing That Creates Value
Andrew Schulkind
Pages 29-41
Generating Great Content—From Ideas to Execution
Andrew Schulkind
Pages 43-67
The Content Creation Process
Andrew Schulkind
Pages 69-91
Branding and Design for Content Marketing
Andrew Schulkind
Pages 93-111
Website Technology, Security, and Privacy
Andrew Schulkind
Pages 113-134
Your Website As Marketing Hub
Andrew Schulkind
Pages 135-154
Landing Pages, Lead Magnets, and Lead Products
Andrew Schulkind
Pages 155-167
Promoting Your Content—Email, Social Media, and Beyond
Andrew Schulkind
Pages 169-185
Measuring Success—Metrics and Analytics
Andrew Schulkind
Pages 187-201
Systems for Ongoing Success
Andrew Schulkind
Pages 203-210
Content Marketing Resources
Andrew Schulkind
Pages 211-211

(https://link.springer.com/book/10.1007/978-1-4842-8741-5)

Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth.

Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective.

This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas.

(https://link.springer.com/book/10.1007/978-1-4842-8741-5)

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