Each company has unique goals and challenges when it comes to B2B marketing, and so what works for one company may not work for another; but analyzing and testing your marketing is a good idea throughout the year.
Take these 5 tips to jumpstart the process; marketers who capitalize on them will be better positioned to achieve their objectives.
1. Customers want content from many sources
Customers crave useful, relevant content to build their internal business cases and justify buying decisions. It’s up to you to provide valuable content to help your customers make informed purchase decisions—and to help your company earn new sales.
You don’t have to start from the beginning when developing content. Often you can repurpose content for use across several mediums. Change a whitepaper to a webinar. Or maybe a technical article can be repurposed into a presentation at a conference that becomes a series of blog entries. All of this content can be added back into your integrated marketing for lead nurturing and sales material.
2. Customers want a multimedia experience
As with most audiences, professionals are now reading and watching and listening to online content. Take advantage of this trend by offering more than just words on paper or a screen. Thanks to inexpensive technologies and high bandwidth, a medium such as video is simple to produce and easy to deliver to your audience.
Don’t forget to promote your videos everywhere you can: on websites and blogs using links and banners, and via email and social media.
3. Social media demands your attention
Although there is much buzz and noise surrounding social media, adoption in some business sectors remains low. It’s important to not only understand how your prospects and clients are adopting social media but also ensure that your level of investment matches your audience’s use.
Your first task is to understand how your target audience uses social media and what platforms they prefer. Once you understand how your audience uses social media, you can develop an appropriate social media strategy. Remember that social media complements other marketing channels; it doesn’t replace them.
Integrate social media into your existing marketing program, and establish success metrics to measure ROI.
4. New marketing channels need to be utilized
With the near universal adoption of the Internet by your customers and prospects, you now have more marketing channels than ever for reaching your target audience: from search engine optimization (SEO) and paid search to online directories and searchable catalogs, social media, and e-newsletters.
It’s important to integrate all of your online marketing channels into a cohesive program that can become more than the sum of its parts. Work with media partners who understand your needs and can help you pull together the right programs designed to meet your goals.
5. Maintain focus on ROI
Choose measurable marketing programs and define your objectives and success metrics. Follow your metrics with an executive dashboard and share the results with your tam often. It’s an old saying in the business world, but it never really grows old: You can’t manage what you can’t measure.