Modern ROI Driven B2B Marketing
Business to Business marketing solutions have stepped into the digital age and left many in senior management positions behind. After all, how can you possibly justify investing phenomenal amounts of cash into content marketing and social media if it is so difficult to identify the exact return on your investment. Clearly, digital, and especially mobile, marketing is the way of the future for B2B marketing, so here are some tips to help you integrate modern marketing practices into your more traditional strategy.
First of all, let’s talk about engaging a targeted audience. With TV commercials, that just meant airing your commercial during the right program. With digital marketing methods, it means producing targeted and keyword rich content along with possible PPC (Pay Per Click) campaigns. The key here is market research. Make sure your marketing team has the necessary time and resources to create effective online campaigns and measure the results to make tweaks as needed.
Your website will eventually be more important than any of your showrooms and magazine adverts if it isn’t already. With that in mind, make sure your company is producing timely, high quality content. Keep the website ranking high with Google and other search engines. Be sure that the site is easy to use and engages your business partners. One thing to keep in mind here is that by geo-tagging your content properly, your online marketing can be used to drive sales operations. The latest update to the Google algorithm focuses on localized searches allowing you to target local businesses around your locations.
Again, we have to come back to metrics. You need them in order to know which online campaigns to run and in order to effectively go after a target audience. They are even more vital in the wake of a campaign to determine if your goal was reached and if any tweaks need to be made to content, keywords, or other variables. If you can’t accurately see the ROI on a campaign, then you need to change the tools you are using and the metrics you are recording. Everything can be tracked in the modern digital business world.
Finally, know that your digital marketing team doesn’t stand alone as a separate entity. Modern and traditional marketing teams need to send a clear and consistent message to consumers that accurately depicts the company’s values. Everything your company produces when it comes to marketing needs to be uniform as far as the message that it sends and the tone.
How we market to people is changing, but the end goal is not. Traditional and current marketing practices can still meet somewhere in the middle, even when it comes to B2B marketing.
