As a Houston-based digital marketing agency, it should be no surprise that we have done our fair share of business-to-business campaigns (B2B). One thing that all successful B2B digital marketing campaigns have in common is that they have a strategy.
It is all-too-common to see companies that are just winging it with directionless social media campaigns or the odd infographic. However, if these efforts are not contributing to a larger B2B inbound marketing strategy, they are not very likely to generate Web traffic and Internet leads.
Each marketing strategy is unique to the business it is prepared for, but the most important components of an B2B campaign strategy generally fall in these areas:
It is important to know your market. For many this seems obvious, but what is often less obvious is identifying where you fit in that digital market. Further investigation into the next two areas help reveal where you are currently positioned and where your marketing budget is best spent.
Competitor analysis is a great way to discover several factors for your strategy. It can tell you who the target audience is.
Competitor analysis can also tell you what keywords your industry is using, how you can rank for them in Google search results, what is successful in the market, and where you can distinguish your company from the crowd.
If you take all of this into account and create an SEM/SEO strategy, there is no reason you cannot rank on the first page for Google search results.
If you have no target in your sights, how can you expect to hit anything? It is important to identify who it is you would like to work with and what their behaviors are.
Essentially, you need to create a customer persona to inform your decisions about messaging and tactics. In order to do this effectively, it is important to work collaboratively with new business development, those who have direct contact with the customer, and by utilizing data from your research.
In order to communicate effectively with your intended client, your messaging has to address their pain points, offer your solutions and benefits, and call them to act. This information has to ring true to your company’s core mission and values and this information must be provided in an appropriate voice and tone for your industry. This goes for both text and designed content.
Once the research is done, the customer is effectively targeted, and the key messaging is identified, it’s time to select the platforms and tactics that you will use to reach them.
For instance, in many cases with marketing B2Bs online, LinkedIn advertising may get a higher rate of return than Facebook ads and boosted posts. This logically makes sense for B2Bs and professional services since it is a social media platform that allows you to target business professionals by industry and job title.
A strategy without a timeline is doomed. It is all theory, and a theoretical plan rarely creates actual return on investment. In Texas terms, it is all hat and no cowboy.
With the above information in hand, you are on your way to creating a well-coordinated B2B marketing strategy. All that is left is actually creating it all!
Here at Studio Brand Collective we specialize in creating effective strategies and executing successful digital marketing campaigns. Contact us today for your free consultation.