When it comes to B2B marketing there are many different channels you can chose for lead generation or actually driving sales conversions. B2B companies can use a wide range of techniques to reach potential customers.
With demand generation being an umbrella of marketing techniques, you must analyze what will generate the best results possible. And to do this, it is crucial to create a plan with a final goal in mind while prioritizing these different marketing channels:
SEO always reigns supreme. Mainly because it’s free! Just like customers, businesses utilize search engines the same way we do. So, continually adding quality content to your website is a must. One route to help boost your SEO is to regularly post 300-600 word blogs on focused subjects. By doing this you are adding more and more keywords to help you climb to the top of the results. With over 90% of Google’s searches not continuing past the first page, it is crucial that you are maintaining your SEO year round.
Some marketers think that email marketing is dead. Just because email marketing is getting old, doesn’t mean it’s dead. As a matter of fact, about 93% of B2B marketers use email to distribute content and as of 2019 there are 5.6 billion active email accounts. That’s over 50% of the world’s population! There are many factors that play a role in your email’s ROI. If your goal is B2B sales then you need to grab their attention with creative subject lines and quality content that your audience would engage with. Run different A/B tests to see what is working because email isn’t slowing down and these stats prove just that:
- For every $1 spent, email marketing generates $44 in ROI. – Campaign Monitor
- 83 percent of B2B companies use enewsletters as part of their content marketing program. – Imaginepub.com
- 73 percent of millennials prefer communications from businesses to come via email – Adestra
- 99% of consumers check their email every day. – DMA Insight
It is important to review your current website’s data. Where are people coming from? What devices are they using? What pages are most popular? 2018 was the first year that more than 50% of site searches were made from mobile devices. It’s more important now than ever to make sure your website is “mobile friendly”. If your website is hard to navigate on a mobile device it will make it that much harder to make a conversion. When searching for your next website theme make sure that it is “responsive” and will format properly for any screen size.
The world of advertising has changed a lot over the past 10 years. We have seen many organizations reallocating their marketing dollars from print to display advertising. The benefit of display advertising is seeing real time results and there are many different platforms/services to use. With digital being so customizable it allows you to easily run A/B testing of different ads to see which are performing best. Whether you are utilizing paid social, Google CPC, or retargeting ads you will be able to see a clear ROI and change them up on the fly.
There are two different social media strategies you need to take into consideration. Paid and organic posts. We feel that both should work hand in hand with one another. Using targeted paid social media will help you acquire new leads much quicker. After you have their attention it’s now time to use organic high-quality content to help them along their buying process.
The key words here are “quality content”. It is useless to distribute sub par content that is not connecting you to your target audience. Therefore, hiring top-notch experts will help you excel in these marketing strategies. DemandWorks Media has proven experts of demand generation marketing. With several years in the business, we assist many companies with content syndication, demand generation and more.