There are an infinite number of ways to market your B2B organization. As a B2B marketing professional, it is up to you to decide on the marketing tactics that best suit the business. There is no perfect marketing strategy, and its development may involve some experimentation. Have no fear — there’s no need to hire a strategist just yet! Use this blog post to learn how to become a marketing strategist yourself, and you’ll be well on your way to success.
1. Defining your marketing goals
To create a powerful marketing plan, you first need to outline your objectives. This crucial first step will help you establish what you want to achieve with each of your marketing objectives, when you want to achieve it and why. According to Coschedule, marketers that set goals are 376% more likely to report success. And, 70% of the most organized marketers achieve their goals ‘most of the time’, while 10% report ‘always’ achieving their goals. When it comes to outlining objectives, we recommend using a SMART objective template — we go into more detail about this approach [here]. Essentially, it is all about ensuring the objectives you set are achievable, relevant and implemented effectively. Every business will have different priorities, and therefore will have different objectives. Some examples of objectives could be:
- Improve the website’s conversion rates by xx% by xx date
- Increase overall website traffic by xx% by xx date
- Get xx% more social media engagements in xx time-period
Once you have outlined what you want to achieve, it is time to devise a marketing plan. This is the plan of action for you to implement to be able to achieve your goals, and there are a number of approaches to get there.
2. Types of marketing strategy
If you’re new to developing strategies, it can be a little overwhelming. Here are a few different marketing tactics you should consider when developing yours — think about the wider marketing mix and ensure the ones you decide on will help you meet your goals.
- Online marketing
Internet marketing or digital marketing, is crucial for success in today’s market. Especially in the B2B market. Did you know almost half of B2B buyers and researchers are millennials, according to Google? This drastically changes the way we approach marketing and shifts the role of the internet to centerstage. Especially when we learn that millennials spend around 25 hours per week online, according to Wired. And, they’re using their internet time to build relationships with brands — Sprout Social discovered 63% of millennials stay updated on brands using social media, and SDL found five out of six connect with companies through social networks. Digital marketing isn’t just about social media, though — don’t forget to include content marketing, email marketing, website optimization, SEO and CRO to create the ultimate online presence.
- Word of mouth marketing
According to Invespro, people are 90% more likely to trust and buy from a brand recommended by a friend. But, to get a great recommendation, you need to develop a brand strategy worthy of one. Ensure your vision is clear, your products are high quality, and your customers know your value. Don’t be afraid to ask for reviews, either — according to The Drum, online reviews influence the purchasing decisions of 93% of consumers. So, it’s not just the opinions of peers that matter, but those of the online world as well. Get noticed by being the best in the business — give back, generate organic interest through traditional PR… do whatever you can to ensure that your business is being talked about for the right reasons.
- Relationship marketing
Nobody — not even the best B2B marketer — can promote your business as well as your best customer. While lead generation and customer acquisition are crucial, be sure to take care of the customers you have. Introduce loyalty schemes, upsell and cross-sell, send bespoke marketing communications and personalized product recommendations to get the most out of your customers. You’ll see a huge benefit from this, too — according to Genesys, one in three customers will pay more for a higher level of service. And, Forrester found that when it comes to a good online experience, 66% of adults feel that the best thing an organization can do is value their time. Invest in customer experience and reap the rewards!
- Marketing and advertising
Marketing budget is a big factor when it comes to developing a strategy. Manpower, resources, software and time will all come into play — but don’t forget digital advertising costs. According to Impact, marketers and advertisers are putting more than half of their budget into mobile ads. And the global ad spend continues to rise; according to Zenith it’s up 4.7% this year, with online spend set to account for 49% of all global ad spend by 2021. Organic content marketing, SEO and social media are great strategies — but digital advertising sees results, too. Craig McConnel found that Google Ads receive 65% of clicks that started with buying keywords, compared with 35% for organic results.
3. Your marketing strategy plan
“In marketing I’ve seen only one strategy that can’t miss – to market to your best customers first.” – John Romero, director, designer, programmer and developer
Now you have your objectives outlined, and an idea of what kind of strategies you could implement, it’s time to plan. When writing a marketing plan, spare no detail! Plan for all eventualities, and don’t be afraid to make changes as you go. Measure where you are, monitor your growth, and alter your processes to achieve success. Ensure you’ve got your audience right and you’re giving them what they want — avoid mass marketing and opt for a personalized marketing approach. You may even want to devise multiple marketing strategies if you work with a range of clients. If this is the case, you should also be considering website personalization software. It works by creating the ultimate in personalized marketing — presenting a bespoke website experience for each site visitor based on their IP address.
Webeo offers real-time personalization — as soon as your visitor lands, the content, images and calls-to-action are tailored based on the user’s IP address. This is a revolutionary solution for B2B organizations globally. And, your customers want to see it, too. According to Instapage, 74% of customers feel frustrated when websites are not personalized. Don’t let your website negatively impact your marketing efforts — discover the power of personalization. To learn more about website personalization software for your business, request your free Webeo demonstration today.