Each company has unique goals and challenges when it comes to B2B marketing, which means each company will utilize different marketing methods to reach their goals. Evaluating and then updating your current marketing strategy is a great way to sustainably improve your results throughout the year.
To start, see how your Marketing Strategy holds up to these 5 questions:
- Is your website optimized for high performance?
In today’s professional marketplace, your company’s website is one of your most crucial assets. It is much more than a digital billboard or brochure. A successful website is the hub of a company’s online presence and an information-rich projection of its expertise into the marketplace.
Your website is a critical tool for building visibility. Potential clients search online to find products and services, and they need to be able to find your company’s website in order for you to have a chance at winning their business.
Having a high performing website means that you have a clear understanding of your target personas that you can convert into qualified leads. Do you have a system for capturing and nurturing those leads?
- Do you provide a multimedia experience?
Now that you have an arsenal of written content, do you have the information in different forms of media? Professionals are now reading, watching and listening to online content which means blog posts, white papers and presentations are only the beginning. To take advantage of a larger customer pool, get creative and repurpose your content into video, audio, or graphics.
Don’t forget to promote your videos everywhere you can: on websites and blogs using links and banners, and via email and social media.
- Are you invested in your social media?
Social media requires some TLC. Not only is it important to have ownership of your handles and consistently posting, but also it is important to understand how your prospects and clients are adopting social media. How do they want to be talked to? How often are they checking in?
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.
For a more in-depth look, see our must-have Social Media Strategy.
- Are you utilizing and testing new marketing channels?
You now have more marketing channels than ever for reaching your target audience. From search engine optimization (SEO), paid search, online directories, and searchable catalogs, to social media, email marketing, geo-targeting, and connected TV, the options are rich with opportunities.
It’s important to integrate all of your marketing channels into a cohesive program. See how ParkerWhite can assist your company in maximizing your marketing channels.
- Are you maintaining a 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 team 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.
The important thing is not to stand still or grow comfortable. In order to remain competitive, your company must constantly assess your B2B marketing strategies and find ways to improve.
The online marketing world is evolving at a faster than ever before. Today, the firms that successfully gather and utilize data on their performance and are aware of the importance of their brand marketing are situated to win.
We would love to hear about your B2B marketing goals and see where we can help you surpass them! Give us a call.
Editor’s Note: This post was originally published in December 2018 and has been updated for accuracy and comprehensiveness.