Seven ways to use this website – and others like it – to grow your business

How B2B and industry-specific websites can arm you with a whole host of ammunition to set you apart from your competitors

There are a number of ways you can use Scotland B2B and various other websites out there to further your business. As well as keeping you up-to-date with relevant news from your local business community, B2B and industry-specific websites can arm you with a whole host of ammunition to set you apart from your competitors.
Check out these tips for using this website – and others like it – to your best advantage.
  • As a reliable news source
The first and most obvious way to use these types of websites are as online alternatives to your daily newspaper. With society becoming ever more time-poor, it’s great to have a reliable news source you can dip in and out of at times that suit you, whether that’s via your tablet on the train, via podcasts on your iPod in the car, or – dare I say it – via your smartphone on the loo.
What’s more, you don’t have to wait for the next edition of your local rag, which will carry a few business pages at best, or quarterly B2B magazine to come out to get your next dose of local economic news. Online news sources are generally updated round the clock – great for when you’re working late and burning the midnight oil, can’t sleep, travelling, or are in a different time zone.
By keeping up with what’s going on in your local business community, you’ll be better placed to start a conversation with your stakeholders, congratulate your prospects on their recent successes, and keep an eye on what your competitors are up to. Remember: knowledge is power.
  • Content curation
Business websites are perfect for curating content for when you don’t have time to create, or are just trying to strike the right balance between your own content and sharing others’.
Online content can be shared freely – although bear in mind that it’s internet etiquette to attribute or credit the post you are sharing to the creator – and makes for great Twitter, Linked In and Facebook fodder. Just copy and paste the link, include the social media handle of the creator, make a few comments of your own and voila, you have just shared an authorative piece of content (which the author is likely to share if you tag them) and filled another gap in your timeline which makes you look like you know what you’re talking about.
Not only that, but you’ll be offering added value to your followers.  By sharing content from your peers and stakeholders, you will also build your follower numbers more quickly and significantly increase your engagement.
  • Leads
While not every article will be relevant or applicable to you (depending on the titles you read) each one that is should be considered a lead. Read between the lines and you’re sure to find an opportunity in there for your business. Take an expansion, investment, or appointment story, for example: if this company is growing, might they be looking for additional services to support their growing workforce or support their IT infrastructure? You can check out these types of stories in Scotland B2B’s Movers and Shakers section to see what I mean.
Articles on webinars, events and networking also suggest great opportunities for your business – many of which are free. Open your mind and you’ll find a whole host of leads, tips, ideas and opportunities which you can apply to your own venture.
  • As a searchable resource
Not every website offers this function but many do, including Scotland B2B. Use the search bar to your advantage and search the topics you are most interested in – whether that’s for content curation, to find out about local events, or tips and advice on a particular aspect of business, such as tax deadlines for example.
  • To find new partners and suppliers
If you are looking for a new partner to team up with, or a contractor to help fulfil your latest tender, check out who’s winning awards etc and research their credentials before you make contact. B2B websites can often throw up suppliers you hadn’t even thought of or knew existed.
  • PR
Be sure to use these websites to spread the word about your own business achievements. All of them accept press releases and rarely decline a good news story. Perhaps you have developed something new, engaged in something quirky, raised a lot of money for charity, or have something to offer the wider business community. Whatever it is, put pen to paper (or fingers to touchpad) and get submitting!
And if you’ve never written a press release before, don’t worry. Just email the editor with the main points of your story and they’ll do the rest. Alternatively, if you want to target more than one title, you might consider enlisting the services of a PR consultant or basic press release writing service.
  • Sponsorship and advertising
To spread a more commercial message to your stakeholders and include links and calls to action, you could consider sponsorship or advertising. There are a number of corporate sponsorship packages available out there which can help you target a specific audience. More often than not, you will be able to receive data to monitor the results and better plan your digital marketing strategy.
What makes Scotland B2B different
  • Paperless – Scotland B2B has the Paperless Logo and accreditation. That’s because everything, from sharing news, to invoicing and quarterly reports, is done digitally – therefore reducing waste and saving money, enabling the title to keep overheads down and not charge a fortune for its services. If you’re big on being green, then the environmental aspect is a major coup.
  • No pop up ads – how often have you been browsing on your smartphone and been duped into clicking a link because it isn’t clear what the content is and what’s advertising? It’s a major bugbear of mine but you won’t find any of that here. There are no ambiguous links or pop-up ads interfering with your content and Scotland B2B doesn’t rely on Google Adwords for income. Instead, Scotland B2B operates a sponsorship model – rewarding its corporate sponsors, whose banner ads you will see throughout the title as a visual nod to their support, with unique content marketing opportunities.
  • Mobile friendly – Scotland B2B is optimised for mobile – perfect for killing time on the train or waiting at the airport.
  • Local – Scotland B2B (East Coast Edition) is exactly that and only conveys local news relevant to the Fife, Edinburgh and Lothians business communities, therefore making it highly targeted – which is good news for PR and advertisers.
  • Expert authors – Scotland B2B publishes a combination of news and business advice from specialists who are experts in their chosen fields. These include sponsors Oswalds, The HR Dept, Condies, and SWR Waste Management.
  • Free – some online titles have introduced subscriptions to view their content in full but Scotland B2B is free to read and always will be.
  • Community feel – Scotland B2B is keen to build a business community and has a number of events and developments in store to better connect its readers, sponsors and other stakeholders.
How to get the most out of it
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