Two simple B2B marketing ideas I wish I’d thought of.

Sometimes I find the simplest things the most impressive. Maybe I’m just surprised that, because they are so simple, I hadn’t thought of them before.

the idea!I’ve come across two simple marketing ideas lately that I thought I would pass along as others may not have thought of them, either.

Simple Idea #1:
I discovered the first one when I was doing some online research and came across the Delivra site. Under “Getting Started” on the top navigation bar is a drop-down menu. One of the items on that menu says “Everything in one PDF.” When you choose that menu item, you are taken to a page with this headline:

Everything you want to know in one download.
Save it. Print it. Share it.

Then there’s a link entitled “Download the Delivra All-in-One Fact Sheet (PDF) >>.” This is so smart and so simple, it’s brilliant. I wrote a white paper about “Reaching Purchase Influencers” and suggest providing influencers with a one-sheet they can pass along to help influence decision-makers. But this 5-page PDF is significantly more powerful because it is not only well written, but it delivers a full sales story in one convenient package. Plus, Delivra tells just what to do with it — Save it. Print it. Share it. This device is not an afterthought deep in the Web site. It’s there up front, right on the first navigation tab.

I’m not personally familiar with Delivra, so this is not an endorsement of its services. But I think this one device shows excellent insight into how a marketer can make it easy for business people to get and share information, and I applaud them for it.

Simple Idea #2:
Many apologies to whoever wrote about this on a blog post or on LinkedIn, but I read this idea over a month ago and didn’t make note of where. The idea is to put an FAQ page on a BtoB Website to enhance SEO. FAQ’s are more typically used on consumer product Web sites to present product information in an easy-to-use, accessible format.

FAQs are not as frequently used in the B2B world, but offer two strong benefits to business:

  1. FAQ’s provide a long, copy-heavy format that allows for the insertion of keywords that might be awkward or too repetitive on other informational pages.
  2. The questions on an FAQ page can be answered in a friendlier, more casual tone that adds a personal touch to a B2B Website and makes the company seem more human.

My next Web site enhancements? The addition of FAQs and a “Save it. Print it. Share it.” doc. They’re both great, but simple, ideas. I wish I had thought of them.

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