With web and social media marketing continuing to dominate, it’s important that marketers and companies understand that a solid strategy for reaching a set of goals is what’s going to eventually get your ROI. This means that strategy is what separates the successful B2B marketing campaign from the failures.
Before anything else, you need to know your target market
A shortsighted marketer can only talk about going ‘viral’ and managing social media accounts with photos and half-baked articles. The real experts will immediately ask you who you want your campaign to reach specifically.
Keep in mind that the internet is a singular experience for each user no matter who they are or what they represent. These users get to choose their content and what they see most of the time, so your market is already there. What your strategy needs to do is to figure out how to reach these people.
That’s when you talk strategy
Once you’ve figured out who you’re marketing to, it’s now a matter of developing good content and delivering it to websites and services they frequent. The format of this content, how often and where it’s posted as well as other factors can affect the ‘effectiveness’ of these strategies, but it’s highly-recommended that you provide a full range of content and marketing materials online. Once you’ve captured a seeking client, they want to see all your media before they contact you.
Here are the B2B lead generation strategies that really work:
• Volume matters. Depending on your audience and how many people you’ve captured on your social media pages and YouTube channels, you may either be producing too much or too little content. While there isn’t always an exact number, a good balance all the time can give you consistent results that can easily be improved.
• Get feedback. While leads, conversions, views and traffic matter as they speak about hard numbers that can be readily-translated into ROI, the quality of your videos, whitepapers and other posts are just as important. Getting feedback through comments and surveys can help you refine your content and build up your mindshare and thought leadership in your business community.
• Market your brand. While you’re not specifically sending your brand message to B2B clients, you have to create brand awareness since you want to create meaningful relationships. You have to add to your clients’ brand stories so it’s imperative that you deliver brand awareness.
• Invest in the right technology. If you’ve done your homework right, it’s important that you know how your target market gets your content. This way, you’d know if you have to invest in email marketing, whitepapers, blogs or videos. Blindly choosing tools without good reason can only result in failed online media marketing investments.
• Create useful content and curate the best out there. One of the most important things to remember about online marketing is that you need to add value and collaborate. This means that your content should give people free advice so it demonstrates your expertise. But it’s not enough that you create your own content. You have to find quality content from other websites and sources like independent studies, case studies and even customer feedback.
If you thought that good strategies are websites, email marketing or Facebook profiles, you are sorely mistaken. These are only tools for delivery—what you should focus on is your content and research.
What are you seeing in your B2B marketing campaigns? What’s working for you?