With so many options bandied about by marketers it can be difficult to know where to spend your B2B marketing dollars to get the best bang for your buck. A lot of time can be spent inflating acquisition costs and getting below average results.
So what really impacts the bottom line? More than just the tactics to get people to your site, you need to consider what they see and interact with when they get there. Before you read on, I would suggest that you spend some time optimising your landing pages and online forms – or utilising a great little tool called Leadformly to hone your end game before you start driving traffic!
There are many schools of thought on what works best, for example Chief Marketer believes…
Alternatively, Hubspot has this to say…
Inconsistencies aside, the online strategies that always come out on top are:
- Search Engine Optimisation (SEO)
- Content Marketing
- Email Marketing
- Social Marketing
However, it is important to remember that how you use these lead generation channels is always more important that the lead channel you choose!
Search Engine Optimisation
Every year the death call is released with cries of “SEO is dead”, “The days of getting to page one on Google are gone” and so on and so forth. I call bull dung on these claims every year, because the reality is over 40% of revenue is captured by organic traffic.
Think about it for a minute, what is the first thing you do when you want to find something? You Google it. Don’t lie or pretend you don’t, Google search results are the go-to place on the web to discover the answer to any question you may have. Google ends disagreements, it educates, it helps us find the answers we seek no matter what the question may be.
We believe it is only going to get more important. Take a minute to digest this… Google is in your home now, making jokes, helping with the cooking, turning off your lights and regurgitating the best response from the search rankings when it receives a verbal request. So, it makes absolutely no sense whatsoever to not be placing huge importance on SEO as a tactic.
As marketers, we feel as though we are banging our heads against a wall as we consistently shout the benefits of Content Marketing from the roof tops! How does 6-figure growth make you feel? Better yet, what about 10-figures (you know a billion)? Companies like Crowe Horwath and Xerox have been successfully using content marketing to do just that!
Given the range of fun you can have with content marketing, i.e. eNewsletters, Infographics, articles, blogs, case studies, videos, white papers, online presentations, microsites, research reports, (I mean I could go on and on and on), there is absolutely no reason to not be at least utilising one of these tactics to get some growth on?!
The reality is, a good content marketing strategy requires a little diversity and experimentation to discover where the best growth opportunities are for you. So, please for the love of all things marketing, dip your toes into the content marketing pool and wiggle those piggies around a bit to see what waves you can make!
One of the very few digital channels that has stood the test of time, email marketing (25 years if I recall correctly, and still going strong) is still managing to trump other seemingly more effective channels and take one of the top spots.
Of course, there have been a few updates to the tried and true eNewletter over the years, probably the most important being marketing automation. To quickly recap, marketing automation tools are basically hybrid marketing tools that connect with your CRM tool and enable to you get a little bit personal with your database.
As a result, using cues from responses, marketing automation shoots highly targeted content to the people who have signalled in their interest, making them highly effective lead generation tools.
Social Media Marketing
It’s just not a “top” digital marketing list without the darling of the digital age, social media marketing. While there are mixed opinions on the use of social media for B2B lead generation, the reality is the strategy is often the problem not the channel.
LinkedIn is the obvious champion in this B2B narrative, with companies boasting the generation of over $2m in pipeline value, there is definitely some merit here. However, it is important to remember, sending out streams of self-promotional ego driven malarkey is not going to offer you any returns.
It’s not enough to have a page and post about how awesome you are, you need to participate to succeed. Write great articles that matter to the people you want to attract, provide great imagery of your company in action (you know, get a little behind the scenes sometimes, not stiff pre-prompted pics), video is always great, actually invite your connections, friends, family, associates, etc. to follow your page (a bit out there, I know), join industry groups and actually become a contributing member, share your knowledge, update consistently, use keywords, craft exciting or at the very least intriguing headlines that encourage readers to want to know more…
Again, I could continue listing out tactics, but you will need to test and experiment to find out what works for you. Have actual conversations with people about what they want to read, answer burning questions and above all be authentic. While it may feel a little labour intensive, when it comes to LinkedIn you truly get from it what you put in.
As a final thought
Most importantly, I want to impress upon you how critical it is to tie these Top 4 digital marketing tactics all together for true success. Combine tactics, cross promote, share with gay abandon across all of your channels (ensuring you tailor the tone to the channel), actively invite people to become part of your comprehensive digital channel strategy and never stop experimenting.
Therefore, if you find this in your feed and you enjoyed reading… please like our LinkedIn page, jump on our site and sign up to our eNewsletter, follow us on Facebook and Google us like a menace, we love it!
If you need a hand with your B2B marketing channels, Sivacom specialises in helping companies across Australia maintain their digital marketing. We can take care of your website, SEO, content, copywriting and social feeds, so you can focus on what you do best – building relationships and building your business! Contact us to schedule a free, no obligation discussion about your digital presence update today!