Need more ideas for your B2B marketing strategy?
From marketing analytics to social media ad targeting, you want to know which marketing practices are necessary for success in today’s hyper-competitive online environment. Let’s review the five key B2B marketing ideas that not only help your company survive but can help you thrive in these uncertain times!
1. Think of your audience first
Writing 400-word articles stuffed with backlinks and keywords was enough to rank well and find your target audience a few years ago. But then more companies started producing tons more content and search engines needed an alternative way to show more relevant information. Nowadays, search engines assess user intent and use a complex algorithm to determine what fits the search the best.
When you research and get to know your audience, you gain more insight into your audience’s motives, goals, problems, and actions. This helps you create content that meets their needs in a timely and personalized way. Instead of pressuring people into engaging with you, concentrate your time and energy on attracting the right audience sustainably with value.
2. Differentiate yourself through unique content
After you understand your audience and their needs, take time to create unique content. Content is your voice. Your audience looks to you to be a leading authority in your industry, so take advantage of the opportunity to create meaningful relationships and to do so at scale.
Your marketing can not exist without the right content, which is why personalized, unique content is the next best practice. Content like blogs, emails, infographics, podcasts, videos, PDF guides, and eBooks can attract and delight your audience. Make sure you don’t just follow what everyone else is doing, but rather, use your unique voice and tell a compelling story.
Your content then becomes a seamless experience that comprises of conversion opportunities and enticing offers. You foster a relationship with your audience, gather information about them, and learn more about each customer. In taking this relationship-focused marketing strategy, you are helping your audience while building trust long term.
3. Create evergreen content with many applications.
Reuse and repurpose existing content. Write content that isn’t tied to a specific iteration of your products which may change in the near future. If it makes sense to create content about your widget or service that can change over time, remember to update the content as time goes by. Try not to go into detail or focus too much on the functionality of your product or service. Instead, speak to the advantages of your company’s products and services. Keep the context and your audience in mind. You cannot just write any blog post or email; write the right ones. You must gear your content to your audience and what they’re interested in seeing with your product or services.
4. Tracking your success is important.
It’s important to set goals and keep track of your progress. There are so many methods to choose from when you measure the success of your marketing efforts. If you look at landing page performance or referral rates, you are more certain to get more data on your marketing performance.
One example might be if you were utilizing a referral program. How can you get more referrals over the next three months? Were you successful in the past? How can you optimize your referral program with referral software such as WarmUp? What channels does your audience engage on most frequently?
Always look at these numbers with a bit of context and healthy skepticism though. For example, if you gained 10,000 followers on Instagram in just a month, then that’s a remarkable achievement. But how many engaged and shared your content and which ones became buying customers? Rather than just focusing on vanity metrics that make us feel successful, instead, see how your marketing engagement can help your business reach its numbers and achieve its goals. Similar to Google Analytics for website traffic or Insights for Facebbok, WarmUp can help you on the referral side by giving you a dashboard and helping you achieve your goals when it comes to referrals.
5. Be intentional with your content and promotion.
Another advantage of WarmUp, which aligns with best practices in marketing, is being deliberate and consistent with your content creation. In a referral program, you need to make sure you have reminders in several places, so your entire team is on board and concentrated on it as a marketing practice.
Continuous goal setting offers internally the appropriate content for what your marketing activities are accomplishing and the value you offer your audience. This move will help you find out how successful your marketing activities were and how to better them. Being more intentional in talking about the program and promoting the program will also give you more data to use when making decisions about which channels to focus on for promotion of your business as a whole.
Marketing helps you respond to the constantly evolving needs of your customers. Make sure you focus on providing value for your customers first, and schlepping your product last. If you build value and your customers want to engage with your content, you’ll end up much better off in the long run. Hopefully these five tips were helpful and can help you build a successful B2B strategy for your business!
Want to talk with us about how we can help you get a customer referral program off the ground? Click HERE to set an appointment that’s convenient for you and we would love to chat!