Digital marketing strategy b2b - MR Laboratory

Digital marketing strategy b2b

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    digital marketing


    Greetings and best wishes to all, I am starting today's post. Before I say anything, many people comment without reading. After reading first, see if you get the solution to your problem or not. What is the benefit of not commenting, brother.?
    Anyway. Let's start then. What is digital marketing? The question does not arise in the mind? If so, let's not know 

    what is digital marketing?

    Digital marketing isঃ
    Internet or digital marketing means all the activities of marketing done through the internet. Marketing a product or service using digital technology in the simplest sense or promoting a product or service using internet services is called internet marketing. At present, the most used media than television, radio, newspapers are smartphones and computers or laptops. And one of the vitality of these two things is the Internet.
    And this internet is the main effective means of marketing today. Due to the availability of the internet, digital marketing is becoming more effective than analog marketing. As people are leaning towards technology day by day, the field of internet marketing is also increasing.
    It is easier to understand why the demand is increasing. Before him, we get a little idea about the context of Bangladesh. In a world where 3.2 billion people currently use the Internet, more than 60 million people out of a population of 160 million in Bangladesh are now using the Internet. The popular communication medium with Eri is 3 crore Facebook users. Where in 2015 the total number of internet users were only 5 crores. Facebook users in 2015 were 16 million. From this one can easily guess why digital marketing is becoming so popular day by day.
    Let's make it simpler - let's say you advertise a product on television, it will cost you a large amount of money but you do not understand how many of your customers saw this ad. On the other hand, by using 1% of this amount, you will be able to give better advertisements online and you will easily get the list of how many of your customers saw the advertisement in this advertisement.
    There are more benefits, the product you will advertise on Dhrun Television is the men's smartwatch. In this case, about 60% of the men are your customers and the remaining 20% ​​can be your customer's wife, father, mother or sister. In this case, if you advertise on television, how many men will see your advertisement is a matter of concern because the thing we dislike the most on television at the moment is advertising, so your advertisement is not getting any results and in fact, it is much less than the money. You are not getting results according to your needs, meanwhile, your advertising expenses are increasing.
    Now let's see how much you would gain if you did the same job in digital marketing instead of analog marketing.
    We hold the medium of Facebook.
    Here you can easily deliver your ad to your target customer with the help of a digital marketer. In the case of watches, of course, your target customers are men between the ages of 18 and 45, those who only use smartwatches, then those who live only in Dhaka or those who only work in banks or study at universities. And this is possible with the help of a digital marketer. If you want, you can only show this ad to the watch user and that is possible here. Oh, you can do this job for only 10 percent of the amount of television advertisement.
    . This time the question may come to mind then what is marketing? Are the two the same thing or different? Now listen to some sayings about marketing.

    What is marketing?

    Talking about marketing usually means promotion. Marketing is about creating a market with the help of promoting a product (new or old). The job of a marketer is to create the desired buyer of a product or service by promoting that product. The first problem that comes up in the case of a product is to find the right customer for that product. And they choose television, radio, newspapers, etc. as the easiest way to find these customers. But nowadays the most popular medium from this medium is internet-based marketing which has been named as digital marketing. Didn't you ask if the two brothers are the same thing or something different? Yes, brother, read the following.


    The difference between marketing and digital marketing

    After reading the above, I don't think anyone else needs to make a difference. Then Major highlighted some of the differences.
    Marketing is the promotion of a product through television, banners, festoons, leaflets, radio, newspapers, etc., while digital marketing is the delivery of product advertisements to the customer in a digital way.
    The cost of analog marketing is much higher and the result is much less. On the other hand, the cost is much higher than the cost of digital marketing.
    There is no complete data on the results of advertising in analog marketing but it is possible to get complete data in digital marketing.
    In analog marketing, it is not possible to advertise to the targeted customer but in digital marketing, it is possible to advertise to the targeted customer.
    The medium of marketing in analog marketing is much less and now their effectiveness is much less. On the other hand, the medium of digital marketing is much more and the acceptability is also much higher. There is also a system to advertise in different systems.


    You can do digital marketing through that

    There are various means to spread marketing in digital marketing. At this stage we will briefly discuss the marketing mediums of digital marketing.
    Search engine optimization
    One of the most popular terms in digital marketing today is SEO or search engine optimization. Search engine optimization is the process of highlighting a website in different search engines or the importance of what is on the site to the search engine is called search engine optimization. This SEO depends on how fast your site will appear in search engines. And if your site does not appear in search engines, then it is useless to do your marketing or your site. A customer will not come to your site to take the product or service, he will come to the search engine to take the service or product that is needed and search in the name of the product in the search engine and the search engine to make sure that your product or your site.
    SEO plays an important role in product marketing in this competitive market. With SEO, you can easily bring your product to the top of Google's search, which is increasing the sales of your product because nowadays people take the help of search engines before buying anything. In this case, if you can show your product well in search engines, then the sales of your product will definitely increase. The most important thing in SEO is to do the right keyword research. The success of your search engine marketing depends on the keywords. SEO is usually done in two ways: White Hat SEO and Black Hat SEO. There is no SEO option for you to come up in search engines or to promote your website. You must contact a good SEO firm. When it comes to digital marketing, it is best to do your SEO first.


    Search Engine Marketing (SEM)

    In the simplest sense, paid marketing in search engines is called search engine marketing. It can be called the paid medium of digital marketing. Here you can pay and bring your site to the top of search engines. There are 3 ways to pay per click, cost per click, cost per impression. Any one of these can depend on your business organization. Google AdWords, Bing, Yahoo Network are the most popular among SEM platforms. Also used in SEM advertising search, mobile marketing, re-marketing. Search engine marketing is one of the most affordable online marketing strategies that can increase your return on investment.

    Creating content

    Nowadays, the easiest and most popular way to get your website up and running quickly in search engines is to create content. Content creation is one of the most important and important part of digital marketing. If you use the keywords of your site in any online post or forum post, then search engines will rank your site and your customers will find you very easily. The more up-to-date your content is, the higher your site's ranking will be. You need to research your keywords depending on your site and select the right keywords accordingly. The better you use your keywords in your content, the more popular your site will be. With your beautiful content, you can easily create your position in search engines. You just have to be more discriminating with the help you render toward other people. The more unique your content, the more valuable your content will be. And refrain from copy content. Create an effective strategy for your readers and make them interested in learning more from you. Create content for your business branding.

    Social media marketing

    There is no better way to promote your business. You can easily run an initial campaign in these media without any cost. Here you can create active pages, groups, communities starting from some active accounts. Where you can advertise your product in detail. Add your targeted customers to the community and post or comment regularly on questions, answers, benefits, requirements, etc. related to your product. Try to keep the community active from active in the community. Use your social media page or group links as a signature when sending emails. Add a social media-like button to post on your own website or any blog site. Use management tools to actively and regularly participate in all social media. Create your own community on every social media. Post useful as well as self-promotion. This will increase the popularity of your group.

    Re-marketing

    The latest development of digital marketing strategy is re-marketing. Re-marketing is a strategy where customers have already shown interest in your business and they have been included in your list as a target. You can market to them at this stage. You can also use re-marketing on your site on social networks or mobile. Remarketing is an advanced technology through which you can market your service or product to your main target customer and it is the most effective marketing method.

    Mobile marketing

    In digital marketing, we call the marketing that is done through SMS marketing, MMS marketing, Bluetooth marketing, infrared marketing as mobile marketing. Of these, the "SMS FOR MOBILE" marketing method is the most important. You can send small SMS to customers about any information, discounts, etc. of your product, it helps you to create new customers.

    Viral marketing

    The success of your business depends largely on viral marketing and content. Your beautiful content will help you do viral marketing. Currently, digital marketers are using viral marketing strategies the most in digital marketing. If you can somehow make a post or content viral, you no longer need to promote that content. People will spread the content like a virus everywhere. So always try to create viral content then your marketing will be very easy. After creating and publishing this type of content, your job is to keep an eye on Insight or Analytics on all social media including Facebook, YouTube, so that you can know how well a content is performing or not, due to problems. To create a viral content, you need to look at captions, postings, preview images, etc.

    Email marketing

    When a message is delivered to customers via email, it is called email marketing. With email marketing software you can easily maintain an e-mail list based on a variety of factors, including customers' likes and dislikes and spending habits. Email marketing allows you to promote your products or services to your customers online and also to your site. Email marketing allows you to easily deliver your product information to your customers. E-mail marketing is the standard medium for digital marketing. It is more popular outside our country.
    For e-mail marketing, get the e-mail addresses of people of different ages or categories in the country, research the product you want to market, research the same product from another company and their marketing strategy, the easiest way to describe the quality of your product in your mail. Please. For email marketing, you need a website, marketing tools. Then start e-mail marketing. With email marketing, you can instantly present your product or service to thousands of customers.

    Affiliate Marketing

    Affiliate marketing is when you personally sell a service or product commission exchange for another company on your own site or elsewhere. What is called affiliate marketing? Affiliate marketing requires patience because you can't do too much overnight. Only those who work patiently can succeed here. Affiliate marketing is a modern marketing system of digital marketing where companies are cleverly promoting themselves for free.

    Video marketing

    The most important marketing medium of the present time is video marketing or YouTube marketing. Currently, the most effective medium in digital marketing is video marketing. The greater the availability of the Internet, the greater the effectiveness of video marketing. You can easily increase the publicity of your company or website by making a video viral.
    You can create a video and post it on various video sites such as YouTube, Dailymotion, Vimeo, Rev., etc. Your video will spread everywhere and the number of visitors to the website will also increase.
    I think all your questions are in this post. So after reading it well, you will see if your problem is still there or not. If not, then Alhamdulillah. And if there is a comment.
    See you again in the future. Come on in, take a look. 

    Digital marketing strategy b2b

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    The Who, What, Why, & How of Digital Marketing


    With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

    It is. In fact, "constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing isn't as effective as it used to be.

    Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

    Enter digital marketing — in other words, any form of marketing that exists online.

    → Click here to download our free guide to digital marketing fundamentals [Download Now].

    At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.

    So, how do you define digital marketing today?

    Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.


    A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world.


    Why is digital marketing important?

    Digital marketing helps you reach a larger audience than you could through traditional methods, and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising, and enables you to measure success on a daily basis and pivot as you see fit.

    There are a few major benefits to digital marketing. Let's dive into four of them, now.

    1. You can target only the prospects most likely to purchase your product or service.

    If you place an advertisement on TV, in a magazine, or on a billboard, you have limited control over who sees the ad. Of course, you can measure certain demographics — including the magazine's typical readership, or the demographic of a certain neighborhood — but it's still largely a shot in the dark.

    Digital marketing, on the other hand, allows you to identify and target a highly-specific audience, and send that audience personalized, high-converting marketing messages.

    For instance, you might take advantage of social media's targeting features to show social media ads to a certain audience based on variables such as age, gender, location, interests, networks, or behaviors. Alternatively, you might use PPC or SEO strategies to serve ads to users who've shown interest in your product or service, or who've searched specific keywords that relate to your industry.

    Ultimately, digital marketing enables you to conduct the research necessary to identify your buyer persona, and lets you refine your marketing strategy over time to ensure you're reaching prospects most likely to buy. Best of all, digital marketing helps you market to sub-groups within your larger target audience. If you sell multiple products or services to different buyer personas, this is especially helpful.


    Here's a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.

    1. Search Engine Optimization (SEO)

    This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.

    There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:

    • On page SEO: This type of SEO focuses on all of the content that exists "on the page" when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
    • Off page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
    • Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website's loading speed — an important ranking factor in the eyes of search engines like Google.

    For a real-life example on how to successfully implement SEO into your digital marketing strategy, check out our case study on Canva here:

    2. Content Marketing

    This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:

    • Blog posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
    • Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to exchange content for a reader's contact information, generating leads for your company and moving people through the buyer's journey.
    • Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.

    Want to learn and apply content marketing to your business? Check out HubSpot Academy's free content marketing training resource page.

    3. Social Media Marketing

    This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:

    • Facebook.
    • Twitter.
    • LinkedIn.
    • Instagram.
    • Snapchat.
    • Pinterest.

    If you're new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the platform as well.

    On top of connecting social accounts for posting purposes, you can also integrate your social media inboxes into HubSpot, so you can get your direct messages in one place.

    4. Pay Per Click (PPC)

    PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:

    • Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business's audience.
    • Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
    • Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.

    5. Affiliate Marketing

    This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include:

    6. Native Advertising

    Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be "native" — Facebook advertising and Instagram advertising, for example.

    7. Marketing Automation

    Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

    • Email newsletters: Email automation doesn't just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.
    • Social media post scheduling: If you want to grow your organization's presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy.
    • Lead-nurturing workflows: Generating leads, and converting those leads into customers, can be a long process.You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook.
    • Campaign tracking and reporting:Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it's serving, and then track the performance of that campaign based on the progress all of these components make over time.

    8. Email Marketing

    Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:

    • Blog subscription newsletters.
    • Follow-up emails to website visitors who downloaded something.
    • Customer welcome emails.
    • Holiday promotions to loyalty program members.
    • Tips or similar series emails for customer nurturing.

    9. Online PR

    Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:

    • Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company.
    • Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation.
    • Engaging comments on your personal website or blog: Similar to the way you'd respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.

    10. Inbound Marketing

    Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:

    • Blogging vs. pop-up ads
    • Video marketing vs. commercial advertising
    • Email contact lists vs. email spam

    11. Sponsored Content

    With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.

    One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.

    Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.

    To learn more about sponsored content, check out this blog post.


    Digital Marketing Examples

    This is another digital campaign that focuses on emotional marketing. With this campaign, Always wanted to teach girls and young women how to be confident and take back the phrase "like a girl."

    Again, this isn't a campaign where the product is mentioned much, but that isn't the point. The point of this digital campaign was to inspire its audience. With that message, they could reach even more people, increase brand awareness, and show their audience that the brand aligns with their values.

    What does a digital marketer do?

    Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.

    The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" — of that traffic coming from website visitors who found a page of the business's website via a Google search.

    Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand's digital channels.

    Here are some examples of these specialists:

    SEO Manager

    Main KPIs: Organic traffic

    In short, SEO managers get the business to rank on Google. Using a variety of approaches to search engine optimization, this person might work directly with content creators to ensure the content they produce performs well on Google — even if the company also posts this content on social media.

    Content Marketing Specialist

    Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers

    Content marketing specialists are the digital content creators. They frequently keep track of the company's blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.

    Social Media Manager

    Main KPIs: Follows, Impressions, Shares

    The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company's written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.

    (Note: Per the KPIs above, "impressions" refers to the number of times a business's posts appear on the newsfeed of a user.)

    Marketing Automation Coordinator

    Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate

    The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers' behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it's important for there to be someone who can group these digital activities into individual campaigns and track each campaign's performance.

    Inbound Marketing vs. Digital Marketing: Which Is It?

    On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what's the difference?

    The term "digital marketing" doesn't differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound' and ‘outbound' methods). Both can still fall under the umbrella of digital marketing.

    Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it's relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren't necessarily ready to receive it.

    On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

    Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they're considered inbound or outbound.

    Does digital marketing work for all businesses?

    Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience's needs, and creating valuable online content. However, that's not to say all businesses should implement a digital marketing strategy in the same way.

    B2B Digital Marketing

    If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

    Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

    B2C Digital Marketing

    If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

    For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

    For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.

    What types of digital content should I create?

    The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.

    Then, you'll need to think about when they're most likely to be ready to consume this content in relation to what stage they're at in their buyer's journey. We call this content mapping.

    With content mapping, the goal is to target content according to:

    1. The characteristics of the person who will be consuming it (that's where buyer personas come in).
    2. How close that person is to making a purchase (i.e., their lifecycle stage).

    In terms of the format of your content, there are a lot of different things to try. Here are some options we'd recommend using at each stage of the buyer's journey:

    Awareness Stage

    • Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
    • Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
    • Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.

    Consideration Stage

    • Ebooks. Great for lead generation as they're generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
    • Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they're often picked-up by the media or industry press.
    • Webinars. As they're a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.

    Decision Stage

    • Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
    • Testimonials. If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.

    1. Define your goals.

    When you're first getting started with digital marketing, it's critical you start by identifying and defining your goals, since you'll craft your strategy differently depending on those goals. For instance, if your goal is to increase brand awareness, you might want to pay more attention to reaching new audiences via social media.

    Alternatively, perhaps you want to increase sales on a specific product — if that's the case, it's more important you focus on SEO and optimizing content to get potential buyers on your website in the first place. Additionally, if sales is your goal, you might test out PPC campaigns to drive traffic through paid ads.

    Whatever the case, it's easiest to shape a digital marketing strategy after you've determined your company's biggest goals.

    2. Identify your target audience.

    We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can't take advantage of that benefit if you haven't first identified your target audience.

    Of course, it's important to note, your target audience might vary depending on the channel or goal(s) you have for a specific product or campaign.

    For instance, perhaps you've noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You'll want to vary your content to appeal to these different target audiences.

    If you're starting from scratch, feel free to take a look at How to Find Your Target Audience.

    3. Establish a budget for each digital channel.

    As with anything, the budget you determine really depends on what elements of digital marketing you're looking to add to your strategy.

    If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.

    You can get started by hosting a website and creating content using HubSpot's CMS. For those on a tight budget, you can get started using WordPress hosted on WP Engine, using a simple them from StudioPress, and building your site without code using the Elementor Website Builder for WordPress.

    With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

    For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.

    4. Strike a good balance between paid and free digital strategies.

    An digital marketing strategy likely needs both paid and free aspects to truly be effective.

    For instance, if you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you're likely to see strong results within the first six months despite minimal ad spend.

    However, if paid advertising is part of your digital strategy, then the results might come even quicker.

    Ultimately, it's recommended to focus on building your organic (or 'free') reach using content, SEO, and social media for more long-term, sustainable success.

    When in doubt, try both, and iterate on your process as you learn which channels — paid or free – perform best for your brand.

    5. Create engaging content.

    Once you know your audience and you have a budget, it's time to start creating content for the various channels you're going to use. This content can be social media posts, blog posts, PPC ads, sponsored content, email marketing newsletters, and more.

    Of course, any content you create should be interesting and engaging to your audience because the point of marketing content is to increase brand awareness and improve lead generation.

    6. Optimize your digital assets for mobile.

    Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn't mobile's biggest fan compared to other countries.

    This means it's essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.

    Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it's important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut-off.

    There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently achieve the results you're hoping for.

    7. Conduct keyword research.

    Digital marketing is all about reaching targeted audiences through personalized content — all of which can't happen without effective keyword research.

    Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Additionally, social media keyword research can be helpful for marketing your products or services on various social channels, as well.

    Even if you don't have a full-time SEO strategist, you'll still want to conduct keyword research. Try creating a list of high-performing keywords that relate to your products or services, and consider long-tail variations for added opportunities.

    8. Iterate based off the analytics you measure.

    Finally, to create an effective digital marketing strategy for the long-term, it's vital your team learn how to pivot based off analytics.

    For instance, perhaps after a couple of months you find your audience isn't as interested in your content on Instagram anymore — but they love what you're creating on Twitter. Sure, this might be an opportunity to re-examine your Instagram strategy as a whole, but it might also be a sign that your audience prefers a different channel to consume branded content.

    Alternatively, perhaps you find an older web page isn't getting the traffic it used to. You might consider updating the page or getting rid of it entirely to ensure visitors are finding the freshest, most relevant content for their needs.

    Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it's up to you to take advantage of them.

    I'm ready to try digital marketing. Now what?

    If you're already doing digital marketing, it's likely that you're at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

    That's why we created Why Digital Marketing? The Essential Guide to Marketing Your Brand Online — a step-by-step guide to help you build a digital marketing strategy that's truly effective, whether you're a complete beginner or have a little more experience. You can download it for free here.


    6 of the Best Digital Marketing Strategies for B2B Business

    The digital age has changed the way B2B communication is handled. That includes how you can successfully market your products. With technology constantly evolving, digital marketing requires a more 'fluid' approach.

    You have to be ready to adapt to changes in order to meet the expectations of your audience. There are certain digital marketing strategies every company should incorporate into their digital marketing plans.

    The influence of technology over how businesses run is not new. It has always been that way. However, what differs today is the speed at which technology is changing.

    With the ever-evolving development of new technology, it is essential to make sure you are communicating with customers in the way they expect.

    Here are 6 successful strategies you will need to adapt to if you wish to reach today’s clients.

    1. Website

    A website is not a revelation by any means. Websites for business are a given. However, changing trends means you have to change your set-it-and-forget-it attitude for your site. Websites today are practically living, breathing entities and need nurturing. You have to make sure it is showcasing your expertise while providing solutions to potential clients. 

    Your company website should be an industry resource that engages clients and provides them with an informative and entertaining experience. That allows them to get the info they need easily. It should also provide you with a tool that collects data including sales leads.

    A B2B website must:

    • Be suited to your target audience
    • Be mobile responsive
    • Have calls-to-action to get pricing, schedule a demo, request a white paper, and so on
    • Showcase up-to-date testimonials
    • Feature all your social media pages
    • Have usable industry information
    • Be assessed and updated on a regular basis

    B2B research tends to be a long process with little emotion involved. Your website will make the discovery process easier by outlining how you can resolve pain points better than the competition.

    2. SEO and Content

    Without SEO, it is impossible to get new visitors to your site. Without visitors, you cannot grow your business. SEO helps search engines find you and raises you higher in the rankings. SEO is complicated, and it is in your best interests to either hire someone to assist in improving your SEO or work with a company that can do it for you. They can provide and apply the most effective keyword phrases to help search engines find your site.

    You also want to look at other marketing tactics to improve SEO. Creating a blog on your website is a must as this not only helps improve SEO but also helps to set you up as a thought leader in your industry. Your expertise provides a world of knowledge to your own clients while helping you to draw new clients to your site. Keep in mind that the B2B cycle tends to drag on. If you can lure clients back to your site with strong content, you are more likely to forge trust, which can, in turn, lead them to the end of the conversion funnel.

    You can also consider looking for outside engagement and guest article opportunities that can link back to your blog and websites. This technique works to increase awareness of your own content and is an effective digital marketing strategy.

    Video is also a huge component of content with many opportunities to engage and even educate your audience. People react positively to video because it puts a face to your brand. Other types of content can include infographics, e-books, white papers, and case studies. 

    3. Integration

    To get the most bang for your marketing buck, integrating your online and offline marketing efforts is a must. You can tie the two together seamlessly with a focus on superior customer service.

    Ensuring there is always a way to reach you provides the offline support people still crave. You can send people to your website, social media, and landing pages through print ads, radio, and television.

    As well, landing pages are an excellent resource for measuring the success of offline promotions. 

    4. Social Media

    It might be tempting to avoid using social media as part of your B2B digital marketing strategy. It is labor intensive and requires thought to ensure you are keeping visitors engaged. However, social media isn't going away, and new platforms such as Instagram are becoming more popular than the old standby Facebook. 

    For B2B, Instagram reigns supreme, but Facebook continues to offer value. One of the easiest ways to use social media is to leverage your blog content. Posts directing them to useful content provides relevant information while also assisting with your SEO efforts. You can also cross-promote across all your social media platforms.

    Good use of social media can include engaging visuals and helpful info such as:

    • Industry tips
    • Industry news
    • Pain point solutions
    • Updates to your products/services
    • Happy client stories
    • Links to case studies and white papers on your website
    • Video testimonials
    • Links to instructional videos made by your company

    An excellent example of Instagram posts is WeWork. Their creative approach keeps followers engaged while never straying from their brand. Everything they do encourages sharing and creates a business culture that is inspiring for potential clients.

    The one thing to avoid on social media is overt sales pitches. You want to inform and engage, and therefore spike curiosity and lead people to your services. 

    5. PPC Campaigns

    If your budget allows, consider including a pay-per-click campaign in your digital marketing efforts.

    The beauty of SEO and content is that it is relatively inexpensive, or even free if you have the talent to do it yourself. However, if you are not currently seeing the results you want, PPC campaigns are an excellent option, with easy budgeting to suit your needs. With PPC, you pay for ad clicks.

    Some platforms will also charge you for engagement or impressions or offer you the choice of how you wish to pay. They provide excellent segmentation to reach your exact target and can be the number one tool to drive lead generations and raise brand awareness. 

    6. Redefining Targets

    The beauty of digital marketing is that it has improved reach exponentially. The ability to define target demographics with great precision means you can invest in campaigns that are far more effective.

    These campaigns are available through Google searches, but can also be applied through social media platforms. You can even refine your targets mid-campaign in most cases.

    Combining this with easy access to results-based analytics, you can continue to fine-tune your campaigns to see the best results and with the least amount of investment for failed initiatives. Free tools such as Google Analytics help you understand how effective your marketing is and how it is affecting your targets.

    Final Thoughts

    The easiest way to begin your strategy is to list all the digital assets you own including websites, blogs, and social media pages. If you have access to analytics look for successful assets that helped generate leads or close sales. If you haven't followed up with this type of research, look at the assets that received the most visits, clicks, or shares. That will provide insight into what has been working well for you.

    Next, determine where you might build on your assets such as more social media pages or trying out a PPC campaign. Consider your budget and decide where you wish to invest money and refer to your analytics to see where you are most likely to see the best ROI.

    Once you've determined the digital marketing tactics that your company needs to use, create a content calendar, so you have a plan in place. This plan should include:

    • Title/Topic
    • Where it will be posted
    • When it will be published
    • Crossover opportunities for links
    • PPC ads
    • Content provider

    It is never too late for your business to start using digital marketing tactics. These strategies will provide you with an easy way to incorporate digital marketing into your plan.

     

    Download a Pay-Per-Click Campaign Toolkit from the Membership library to help plan your PPC marketing campaigns.

    4 Examples of Successful B2B Digital Marketing Strategies

    A strong brand is a powerful tool to achieve your business goals. Your customers' emotional connections to your company's mission, story or values can become an effective sales driver. One powerful way to initiate and strengthen this connection with clients is through digital communication channels such as social media, online article publishing and video.

    Here at BrandExtract, we believe in the power of digital marketing and work hard to implement strategies and techniques that enhance our clients’ digital brand experience. Take a look at a few of our favorite and most successful digital marketing projects and programs—including real client examples in video, pay-per-click advertising, social media, public relations and content distribution.

    B2B Digital Marketing Strategy #1: Video

    Company: C&I Engineering

    Experts: Greg Giles, Director, Creative and Leslie Rainwater, Brand Strategist

    Scenario

    C&I Engineering provides a host of process design and safety solutions to its customers. Due to the complex nature of these solutions, however, the company was having a difficult time conveying its message to prospective clients. We needed to help explain C&I’s services to potential customers and employees alike in a concise way, without oversimplifying their impact. 

    Goal

    C&I serves and hires engineers, so our goal was to help customers understand how this big-thinking brand engages with highly technical, complex problems. We wanted to let people know that C&I looks at problems holistically in order to provide big picture solutions that work across the board, versus focusing solely on a very specific symptom.

    What We Did

    “We recognized,” Rainwater comments, “that we needed to communicate this concept of the ‘big picture’ solution. Based on our research, we knew this was the right message for C&I, so we explored how to establish this story with their customers.” With this goal in mind, we made the decision to implement videos into the business’s marketing plan. We needed something that showed personality and told people that "we love what we do." The video started with a straightforward idea of what people expect engineers to be but quickly breaks the mold, transitioning into a story about the company’s culture, community and aspirations. It features a big idea divided into multiple small steps in the path—symbolic of the “big picture engineering” message that C&I wants to portray.

    Why It Worked

    Videos are a smart, concise way to tell a brand story and explore the benefits of what a company can offer in a way that makes sense to both potential consumers and employees. “Video is not the cost-prohibitive beast that it once was, which makes it easier to produce. The beautiful thing about C&I’s video is that it is so true to the brand,” says Giles. “It is an accurate reflection of the company—a group of engineers trying to break out of a stereotypical mode.” Copy could have achieved similar results, but videos often tell stories in a deeper and more engaging way—especially when they attempt something more than just a "talking-head" interview.


    Tips to Remember

    There is a common misperception that a great amount of digital strategies only work for B2C (Business-to-Consumer), and not B2B (Business-to-Business) companies. Video can be a highly effective and profitable marketing tool for any company when it accurately conveys the message you’re trying to tell. Focus on extrapolating the story behind the brand and humanizing your company to make it more relatable or even inspiring. Whether your business focuses on B2B or B2C, implementing video into your digital strategy is an excellent way to simplify your mission in a way that's clear and doesn’t undersell your goals. 

    B2B Digital Marketing Strategy #2: Social Media Advertising/Pay-Per-Click

    Company: Chemstations

    Experts: Greg Weir, Partner, VP Digital Marketing/Analytics and Elizabeth Tindall, Brand Strategist 

    Scenario

    We were an early adopter when LinkedIn introduced pay-per-click advertising, and we found it to be a good fit for one of our clients, Chemstations, a software company geared towards engineers. We wanted to experiment with LinkedIn advertising for them, because of its specific segmentation options that allowed us to target executives who make purchasing decisions for Chemstations' type of product. 

    Goal

    We wanted to drive leads and promote a specific product, in addition to increasing free trial downloads and active product interest.

    What We Did

    “We created an ad that would run on LinkedIn newsfeeds, making sure to implement CPC (cost-per-click) rather than CPM, which is impression-centric,” Tindall explains. “We felt that, for this specific campaign, CPC would drive more actionable results because it tracks high-value interactions.” We selected a target audience that would be most likely to click on a Chemstations ad — Chief Technology or Operations Officers and others who would ultimately make software purchasing decisions for their companies. When building the Chemstations LinkedIn advertisements, we also made sure to use creative elements that draw viewers in and encourage them to click. We found that implementing pictures of Chemstations employees was an effective approach. 

    “Ads featuring human photography usually draw in the most clicks,” advises Weir. “Especially if the faces give the illusion of looking at the viewer. In addition to optimizing ad creative, landing pages need to deliver on the key information that you’re promoting, should people click through to it.” When viewers clicked on the ad, they were immediately taken to a landing page for the Chemstations product so that they could quickly discover more information to support a purchasing decision.  

    Why It Worked

    Social media is a strong strategic venue for many businesses, mainly because it provides access to such a wide range of potential customers and influencers. We capitalized on LinkedIn at a time when it was not as crowded as other social sites, and we created ads that were targeted to capture executives in order to sell Chemstations’ product.

    Tips to Remember

    Compelling ads are ultimately what is going to make your target market take interest and click, so be sure to create something that really speaks to and exemplifies your target audience’s interests. Equally important is a landing page that delivers on the information your audience will likely be looking for. These campaigns require freshening monthly, as the shelf-life of the ads is only about three to four weeks. Your audience sees the ad over and over again, so it grows old quickly. Allow flexibility to pilot changes.

    B2B Digital Marketing Strategy #3: Public Relations and Content Distribution

    Company: HWCG, L.L.C. 

    Experts: Ashley Horne, Brand Manager and Caitlin Devereaux, Content Marketing Specialist

    Scenario 

    After the Deepwater Horizon tragedy, offshore operators came together to form HWCG, an emergency well containment consortium dedicated to maintaining a deepwater response system. Because HWCG's core solution can bring to mind disaster, the organization was hesitant to participate in media conversations out of fear that the discussion could quickly turn negative. They desired, however, for other companies in their industry and the public to have an accurate understanding and appreciation for what they do, rather than overlooking their response solution or referring to outdated or misleading information. 

    Goal

    After a period of dormant communications, HWCG began to lose its share in industry conversations to other organizations. They wanted to increase media visibility and position themselves as the clear solution to blowouts within the industry. Additionally, HWCG sought to advocate for safe and responsible drilling practices and correct misinformation and inaccurate perceptions held by the general public and industry media.

    What We Did

    “We wanted there to be significance in saying, 'we’re members of HWCG,'” Devereaux adds. “The company wanted to express its value and encourage member participation.” To achieve this goal, we aided the company in its emergence into industry and mainstream  media conversations, creating a presence for it rather than maintaining silence. We also created a strategic media outreach plan to help drive the ready-to-respond message and developed content to reinforce HWCG as industry advocates. HWCG is a member-based organization, so we established visibility not only for the consortium as a whole, but also for members who would recognize the worth of being a member.

    Why It Worked 

    Our audience in this particular industry is very present and active,” Horne explains, “and the high levels of interaction made content distribution an excellent candidate for HWCG’s digital strategy.” As part of our public relations and content distribution program, we employed a cross-channel approach that involved digital media such as newsletters, a new website and featured articles in online news publications. Our proactive approach involved regularly contributing to discussions that were in the press. We recognized the power of awareness—what content is available in the industry, and what can we do to create something new and informative? HWCG’s industry is highly regulated, but the information that the press associated with it was either inaccurate or outdated. Publishing fresh, accurate content on various digital platforms is a way for HWCG to educate all audience groups on their mission and ongoing initiatives.

    Tips to Remember 

    PR is often overlooked among digital teams, but it's an effective communication tool that transcends platforms by putting your brand in touch with your audience, wherever they are. Always look for ways to fit your brand’s story into existing conversations as a key aspect of this digital strategy. Finding publications that discuss these topics and responding to them is also important, because it puts you directly in the sight of your audience and allows them to become more aware of your brand. Instead of feeling defeated by inaccurate information, be proactive about letting people know about new developments that are available. Many B2B companies approach media conversations thinking that they can completely control them, but a more realistic goal is to guide the information. Establishing your presence across different channels makes it more likely that you will be the one guiding leaders in the conversation.

    B2B Digital Marketing Strategy #4: Social Media

    Company: BrandExtract

    Experts: Laura Puente, Director, Marketing Communications, Chris Wilks, Digital Content Strategist, and Caitlin Devereaux, Content Marketing Specialist 

    Scenario 

    While we consider ourselves a successful branding agency, we realized several years ago that we weren’t engaging clients and potential leads in a way that would support more natural, long-term relationships. Social media can be an excellent way to engage your employees, recruits, prospective clients, partners and the industry as a whole, partly because it is an opt-in marketing approach. If people follow you, it means that you are an active part of the conversation and it gives you more leverage in terms of engagement and conversations.  

    Goal 

    We wanted to show that we are active, engaged and driving conversation around our company’s key messages and also wanted to expand our network among recruits, potential customers and industry influencers.

    What We Did 

    Our target audience exists on social media, but each platform corresponds to different personas within that larger group. As a result, each platform, from Twitter to Facebook to LinkedIn, has to have a different strategy in order to engage with each persona. We broke it down, channel by channel, discussed content to share on each, and set goals.

    “We created a process map with expectations for each point of engagement,” explains Puente, “and communicated it with our agency partners, giving them guidelines to supplement our regular posts with their content.”

    We began to track everything monthly via Google Analytics and each platform’s analytics tools, making sure to implement monthly meetings to measure success, brainstorm, and adjust the strategy as needed. We continue to work with our agency’s partners, like CEO Bo Bothe and Chairman Jonathan Fisher, to post content on their individual social networks to create a greater level of interaction with the brand. Now, our audience is powerfully engaged on social media. Interacting with them is a positive experience, because it allows us to build direct relationships with our target audience.

    Why It Worked 

    “Facebook has been good to us for internal engagement,” Devereaux advises, “and it helps you connect with your employees and share your culture.” Other social media venues, like LinkedIn, are great sources for recruiting and generating leads. If there is a big publicity need, social media is a great way to support that and maintain interactions through pitches and conversations.

    For us, the most beneficial ways to use social media are:

    • If there’s an existing conversation about us and our company
    • When we're investing in producing quality content and then using social media to strategically post and promote it to the right people
    • Providing value on the platform itself by answering questions, connecting people, and being a general team player and available resource, and
    • When we want to listen to keep a pulse on the conversation that our audience engages with.

    Tips to Remember

    B2B professionals can be quick to say, 'my audience is not on social media,' or to announce its risks with their compliance department,” Wilks points out. “But it’s important to note that your audience is on social media, often having conversations about you and about your industry, whether you’re there or not. It’s best for you to get out into the social media world and address your audience head-on, using to your advantage what people might be saying about your company on different social platforms. It’s easier for you to correct someone or direct the conversation in a more accurate way if you have a presence.”

    Final Takeaways

    Digital strategies are an extremely important component of any company’s overall marketing plan, regardless of your industry. When properly implemented, each strategy can produce influential results, and new ones are discovered every day that continue to shift and mold the business world. These strategies add to your basic marketing plan by implementing a new way of reaching your audience in their element and attracting them to your company. To learn more about how to properly implement digital strategies in a marketing plan to impact your company and bottom line, contact a brand strategist today.


    7 Steps for creating a B2B Digital Marketing Plan



    Don't get left behind with your Digital Marketing Strategy, follow these 7 Steps to Brilliant B2B Marketing!

    Many Business-to-business (B2B) companies are already successfully getting great results using digital marketing tactics like SEO, PPC, landing page creation, social media and email marketing linked to a CRM marketing automation system or a simple email autoresponse system.

    But often, B2B organizations are not getting the most from today's marketing since they don't have a planned approach based on an integrated inbound marketing plan. To create an infographic showing the latest research on how companies are using inbound marketing, we've researched how B2B companies are using digital marketing. The results across different studies show that while many companies are delivering brilliant results,  many could do more.

    Our updated infographic shows a planned approach based on our B2B digital marketing planning workbook.

    We originally published this infographic back in 2012 when a longer guide was available, but we hope you still find the infographic useful; we've included advice on key issues to think through at each relevant step for all involved in inbound and content marketing.


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