Online business owners have an increasingly vast amount of tools and resources at their disposal. B2B online marketing has become increasingly effective, provided that online marketers are effectively utilizing all of the tools available to them.

1. Use E-Mail

E-mail is one of the most powerful tools any B2B marketer has at their disposal, as it is used many times more often than the most popular social media websites. E-mail can be used as an organized way to send prospects additional information that they may otherwise lose or forget about. It is also an excellent medium to start a personalized relationship with a customer or client. Effective e-mails are direct and personal, and they can be used with clients and employees.

There are a variety of email marketing tools you can use.

• Constant Contact
• Benchmark Email
• MailChimp
• VerticalResponse
• ActiveCampaign
• Bronto

2. Create Brand Awareness Online

Understanding the generation that is buying from a business will always be important to that business. The lead generation in 2014 increasingly uses the internet (social media in particular) to self-educate and find their own solutions before even beginning to engage with sales representatives. Online brand awareness is a key factor in reaching customers. Prospective clients have to be able to find businesses and be convinced that those businesses have the solution they are looking for.

3. Use Content Marketing

In today’s world, the lead generation’s focus is shifting from trade shows, advertising and direct mail to online offers, social media, and content marketing. It is important to be able to communicate with customers in ways that will reach them. Today’s lead generation prefers information delivered to them without taking much of their time, and simultaneously educating them with great content. Often, content marketing is rewarded with repeat business and lasting loyalty.

What does content marketing look like?

• eBooks
• White Papers
• Blog Posts
• Infographics
• Videos
• Document Sharing

4. Host Web Meetings

There are a number of web conferencing programs that are free and easy to use like Google Hangouts, and these should be used in any B2B online marketing strategy. Web meetings can be held with as few resources as a phone, web conference software, and a PowerPoint presentation. While face-to-face meetings are certainly important in some instances, there are enormous benefits associated with using web meetings for online marketing that should be considered.

5. Use Social Media

Social media can be an effective tool for B2B online marketing. It is important to be able to adapt a message to different audiences on different social media platforms. Twitter, for example, is an excellent medium for quick communication, whereas blogging is more suited to longevity. Serious thought should go into choosing the right social media platforms. Content marketing should always be used on social media pages, and a lot of thought should be up into the objectives and strategies of the page beforehand.

Online marketing is a vast enterprise that changes constantly. There is no right way to approach it, but there are a lot of ways for it to fail. Using e-mail, brand awareness, content marketing, web meetings, and social media can all assist with bringing a business more success in an online environment.