Skip to main content

Bite-Sized Marketing Insights for Busy Distributors – Part 1

By |September 4, 2019 August 30th, 2022No Comments

The business enterprise has two – and only two – basic functions: marketing and innovation. 

Marketing and innovation produce results; all the rest are costs. 

– Peter Drucker – Father of Modern Management

This 2-part blog provides bite-sized insights on online marketing for busy distributors. These learnings were originally presented in Industrial Distribution Summit 2019.

Quick insights on Marketing for Distributors

Integrate Online and Offline

A study done by Smart Insights last year found that only six percent of companies thought their online and offline marketing strategies were effectively integrated.

Buyer Personas and Touchpoints

  • Know your buyer personas
  • Know your buyer’s journey (both online and offline)
  • Know the moments of truth
  • Know the touchpoints
  • Maintain brand consistency at all touchpoints

(Read more about Buyer Personas and TouchPoints here)

Benefits of online-offline integration

  • Online Marketing makes your offline events more visible
  • Together, they build stronger relationships with your customers
  • Online Marketing + Offline Marketing = an Omnichannel Approach
  • It’s all about engaging your target audience

Key Drivers of Online Marketing

  • Website
  • SEO
  • Content
  • Email Marketing
  • Landing Pages
  • Google Analytics


Think like an eCommerce company

  • Distributors should continue to aim to grow their online presence
  • Be customer-driven
  • Track your customer’s activity
  • Sell items online that are driven solely by customer’s needs
  • Go through your transactions and find out a way to capitalize on sales that customers want to conduct online
  • Have a good website, a good ERP, a good PIM, a middleware to connect multiple systems, a flexible pricing system, a competent IT staff or a vendor

Must have content on the website

Content - Web Usability

Content lacking in B2B website

B2B - Content Lacking




The Art of SEO

Two powerful lessons for achieving top rankings in Google and staying there

  • If you want to stay on top of Google, never rely on one tactic
  • Always ensure your search engine strategies rely on SEO best practices

Three pillars of SEO

  • Trust  – High-quality content, backlinks from reputable sources
  • Authority  – Site’s overall strength in the market
  • Relevance  – Having relevant content and use the on-page SEO tactics

Strongest factors contributing to high search rankings

  • Word count
  • Relevant keywords on the page
  • User signals (Click-through-rate, time-on-site, bounce rate)
  • Domain SEO visibility (how strong the domain is in terms of links and authority)
  • Site speed
  • Referring domains (No. of sites linking to your site)
  • Keywords in internal links
  • Content readability
  • Number of images

Note:Plan your SEO before the website launch


  • site: (the links that are indexed in Google in Search Engine)
  •   (the test the health of your website – Free for 500 URLs)


The content cycle

Content CycleContent is king

Content Marketing Cycle

Help buyers make an informed purchase

  • Blogs
  • Product videos
  • eBooks
  • Whitepapers
  • High-quality product images
  • Comprehensive, professional product descriptions
  • Product listings not limited to the below items
    • CAD files
    • User guides
    • Material Safety Data Sheet (MSDS)
    • Spec sheets
    • Comparison charts
    • Safety information and more


Email Marketing, Landing Pages, and Google Analytics are integral parts of online marketing. Next week, we will have more bite-sized learnings on the same. Stay tuned.



Ecommerce Analytics – Judah Phillips

Complete B2B Marketing – William Leake

How to win at B2B Email Marketing – Holden-Bache, Adam

SEO 2016 – Susan Merlo


Author Selvan

selvaN is Director- Content Marketing at DCKAP. He manages its blog and social media. He is a bibliophile and a cinephile. He can be found browsing at any one of the popular bookshops in Chennai during the weekends or watching movies at home.

More posts by Selvan

Discover What You’re Missing

Get the weekly email full of actionable ideas and insights you can use at work and home.