Your corporate website is the hub of your online presence. All your online marketing activities converge here. Ideally, your customers' journey always ends here. We would like to summarise other important online presences of your B2B brand that you should not neglect under any circumstances.

With Your Social Media channels to more Traffic on your corporate website.

Many B2B companies have taken the plunge in recent years and are active in various social media networks. Whether Facebook, LinkedIn, Xing or Instagram - social media is considered an important aspect for lead generation and employer branding and thus already firmly in the portfolio of many companies.

The goal of social media marketing is clear here: generate more traffic on your own website by sharing relevant content, which in turn is good for your visibility in search engines. We have already written a few blog articles on this topic, which we are happy to link to you:

In addition to relevant content for your target groups, a coherent and CD-compliant brand presence also plays an important role. Therefore, when maintaining your social media presence, make sure that it is in line with your content and the look of your corporate website. This way, you do not raise excessive expectations in social media and users will not be disappointed when they switch to your homepage. Try to use similar language, not cause a break in your imagery and always be authentic.

When need You a landing page?

A corporate website is the classic company website. In addition to the homepage, it includes many sub-pages, such as the "About us" section, various product and service pages about your offers and, increasingly, a blog.

A landing page is a page that also runs under your main domain (e.g. www.blaupause.biz), but is not accessible from the menu or navigation of your website. Nevertheless, it has the same look as your corporate website. The reason for creating a separate landing page is often a marketing campaign that expires after some time. A landing page for a trade show is probably a common example: If you are planning a trade show with your companies, you can create a landing page for this trade show that provides more detailed info, the program or even the possibility to register. After the trade fair, the page disappears again; however, its structure is used for the next trade fair.

Where is the difference from a microsite?

In contrast to a landing page, a microsite can be outsourced and thus be accessible under a different domain. In addition, its look can be further removed from your existing corporate design than a landing page.

A microsite is used more often in employer branding or recruiting, for example. Since it addresses a different target group - not your customers, but potential employees - the style can be particularly "cool and modern", for example, if the goal is to attract young professionals.

Conclusion: Social media, landing page and microsite as Support for your central B2B homepage

Your corporate website, as the most important hub, is Planet Earth. Social media channels, landing pages and microsites are, in a figurative sense, the satellites orbiting around the earth to support your communication. For this to work particularly efficiently, it is important that you define the target groups and goals of your communication before creating the new medium and select the appropriate medium based on this.

Yvonne Willmer

At Blaupause , my main task is to structure and manage complex projects for industrial clients. From time to time, however, I also write blog articles and social media posts on B2B topics that are close to my heart. Have you already put some of our suggestions into practice? Then I would be happy if you tell me about your results.

b2b content marketing Strategy