Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022

A. SchulkindMarketing for Small B2B Businesseshttps://doi.org/10.1007/978-1-4842-8741-5_2

2. Defining Your Marketing Goals

Andrew Schulkind¹  

(1)

Rhinebeck, NY, USA

 

• Do you need a website

• Identifying your target audience

• Understanding your audience’s needs

• Setting realistic goals

• Strategies must drive tactics

• Why content and your website are critical

• Sell solutions, not services

• Key takeaways

A few years ago, I sat with the managing partner of a mid-size law firm in New York. She had joined a meeting between me and the firm’s marketing manager, and she clearly felt she had better things to do with her time.

“Ours is a high-touch business. Nobody is going to make a decision ...