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B2B marketing for really busy business owners

Chasing sales targets, managing customers and employees and planning your business's next strategic move leave little time to devise and implement a smart digital marketing strategy. The irony? It's the one thing that'll assist you with all your day-to-day challenges as more leads flowing into your business result in growth, which results in budget to hire smarter people to liberate you from the trenches.
Here’s a quick and smart B2B digital marketing strategy that will make a big impact.


Your primary marketing objective should be to increase qualified leads into your business (leads likely to convert, given the right triggers). Second to that is to build brand awareness and reputation.

Smart insight – your marketing objectives should support your business objectives and that probably means increasing market share.

Target market

It’s important to understand your target customer. What are their pain points, what solutions are they seeking and what digital channels are they frequenting? Divide your customers into segments and create personas for each segment. This will simplify everything as it informs the following:
  • Key messaging
  • Selected channels
  • Key search terms
Smart insight: don’t forget about the gate-keepers to your key decision makers. This important target market segment usually does all online research so make sure your business is on their shortlist


This should be the centre of your digital strategy. It’s where you’ll convert leads from other digital channels. Don’t be limited to a traditional website – it might be a simple landing page or a social media page. Whatever form it takes, ensure it’s designed to quickly convert, capturing essential, relevant information and a simple user experience.

Smart insight – decide on one conversion and stick to it.

SEO, PPC and web PR

All the acronyms you need to know - Search Engine Optimisation (SEO), Pay Per Click (PPC) advertising, and web Public Relations (PR).
  • SEO will enhance organic rankings on Google’s search results page and work hard to drive qualified leads to your site.

  • PPC (when executed well) allows your brand to rank high in the search space and create an always-on brand awareness. This is an advantage as always-on search campaigns get more cost effective with time.

  • Public Relations (PR) feeds directly into SEO and PPC activities, as articles and news about your business featured on third party sites build awareness, reputation and even more qualified traffic to your site.
Smart insight – SEO and PPC are a killer combination. Throw in some web PR and your business can dominate the digital space.

Marketing automation

This is digital marketing and sales on rocket fuel. It’s a super-intelligent software embedded onto your website to automatically send out a series of pre-determined emails depending on your user’s behaviour on your site. It also rates leads and alerts (by email and SMS) your sales teams when a lead is hot and when to pounce.

Marketing automation converts leads into customers. A game changer.

Smart insight – marketing automation will not only enhance your website performance, but all your other digital marketing activities – as well as provide more granular reporting to optimise and refine your marketing activities.

Digital matrix

To simplify, your B2B marketing strategy should look like this.

B2B marketing for really busy business owners

The right partner

Don’t feel overwhelmed thinking you’ll never acquire the skills to do all this effectively. Find the right digital marketing partner who takes the time to understand you business, your objectives, your customers - and importantly - what success looks like for you.

Smart insight – partners with passion never let you down.

About Desiree Gullan

Having worked at the 'Big Three' advertising agencies in SA and proving her creative mettle abroad, Desirée has won multiple local and international awards for her work - including Cannes Lions and Clios. She believes in the importance of craftsmanship - that it's not in the designing, but in the redesigning. Not in the writing, but in the rewriting.
G&G Digital
Using deep insights and a thorough analysis, G&G positions your brand first by weaving storytelling, smart solutions and interactive digital strategy to place your brand where it belongs, above all.

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