Your B2B online marketing strategy is key to the success of your business venture so it is critical to get it right.

There is a huge temptation when starting a business to allow yourself to be distracted by tasks that are stimulating but not necessarily a good use of your time.

For example spending a month designing your own logo and website may save you money but is it really the best use of your precious resources? Should you not be allocating a large percentage of your time to developing your business and finding customers?

There are now a number of excellent online websites that you can use to put together a professional looking logo in 15 minutes for a minimal fee.

You could also host your website with a company like TSO Host for a an annual fee of £14.99, and buy a theme from a company like Theme Forest for around £40. As the themes are already designed and fully functional you will not need to have any knowledge of HTML, PHP or CSS. You just need to add your text, images and photos using wordpress.org.

The advantage of setting up a business today as opposed to a few years ago, is that it is now so much easier and cost-effective to implement an online marketing strategy for your business on the internet. As opposed to having to pay fees for typesetting, printing, mailing and postage for your promotional brochures and letters to reach your target audience, or paying high costs to place an advertisement in a relevant print trade periodical.

You also have the benefit of email , blogs, newsletters and social media to promote your products and services for a fraction of the cost of before. Email is the most cost-effective way of reaching your target audience. However, there is a strict protocol that must be followed  if you are going to receive the benefits.

First and foremost you should never abuse your relationship with your “opted in” subscribers by bombarding them with messages and information, as you may find they become “opted out”.

It is also important that you have clear “opt in” and “opt out” facilities on all your messages so as not to fall in the trap of being seen as a spammer.

So how do you build a database of prospective clients to send your email promotions too? There are a number of very effective methods to do this.

You could offer a report or newsletter subscription to capture their contact information when they visit your website. However, it is important that you make it clear that by completing your form they have opted in to receiving information from you.

Social Media such as Facebook, LinkedIn, Google+ and Twitter are also very good mediums for you to raise your profile and drive new visitors to your website, where you will be able to capture their contact information.

You could also produce a weekly, fortnightly or monthly e-newsletter or eZine full of useful information for your clients and promote it on your website, social media and google search. Your prospective clients will be much more likely to hand over their contact details to you if they feel that they are going to receive something useful in return in their inbox, on a regular basis.

Another excellent way of building up your database is to approach non-competitive organisations that are targeting the same audience as yourself, and offer them the opportunity to include some information on their products and services in your newsletter, with a link to their website, in exchange for them doing the same for you.

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