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Some key factors have been outlined which firms must keep in mind while developing SEM initiatives for the B2B segment. First of all there must be concrete offers which attract the crowd. It must be backed up by quotes, demos and sales contact information. A CTA or Call to Action has become critical these days and they invariably direct traffic towards the landing page. Contact and registration forms must be neatly laid out. The sales team must be in a state of readiness. Also keywords must be incorporated in the communication. The website must follow basic digital marketing tenets by inscribing HTM titles, Meta tags and URLs within the pages. The body copy must be short and bulleted. Extensive usage of images must be made for depicting products, diagrams, samples, promotions and key personnel. Testimonials and client references are most useful in today’s peer-based reviewing patterns. The firm must also market itself aggressively on social media. Also business analysis using sophisticated data must be made to assess the conversion rates across different platforms.

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