Is a Custom B2B Marketing Strategy Worth It?
In our professional opinion—yes! As you know, the purpose of B2B marketing is to familiarize other businesses with your brand name, help them understand the value of your product or service, and convert them into customers or clients.
Without a clear understanding of your business goals and objectives, your brand will end up blending into the background, just another dish on the buffet table.
With a well-crafted B2B marketing strategy, you will differentiate your business from the competition, gain brand loyalty, and attract more of your ideal customers, ensuring that your efforts are targeted and fruitful.
Ingredients and Instructions
At the heart of a B2B marketing strategy lies a structured method combined with tailored strategies and a mix of top-notch marketing deliverables. So, how exactly can B2B companies spice things up to unlock their full potential? Let’s dig into the recipe for success.
Step 1: Lead Generation Techniques, Let Us Count The Ways…
There are many ingredients involved in B2B lead gen, and your company’s techniques will depend on your industry, product or service, and audience. According to our friends at Hubspot, the best three lead sources for B2B companies are:
- Search engine optimization (SEO) (14%)
- Email marketing (13%)
- Social media (12%)
SEO: Leveraging SEO tactics to optimize website content and generate organic traffic will enhance your lead-generation efforts in the B2B space. B2B companies tend to target highly specific audiences, so they need to nail their keyword research. It’s all about finding the right search terms to target a specific audience and push them down the funnel.
At Top Fox Marketing, we start by evaluating your brand, offerings, and target audience. Then, through meticulous research, we unearth the keywords that will unlock organic traffic and skyrocket search engine rankings. Our process includes both foundational keyword research and competitor keyword research to ensure your business shines brightly in the digital realm. And it doesn’t stop there. All of our clients receive monthly reporting, wherein we analyze and interpret key data to make continual recommendations for SEO improvement.
Email marketing: A powerful tool that provides personalized communication and relevant content, email marketing campaigns effectively move prospects through the sales funnel. Successful email marketing strategies include distributing newsletters, drip campaigns, specialized promotional offers, product or service updates, and free tools—all hyper-tailored to the needs and interests of the recipient.
Content marketing: An inbound marketing technique, content marketing—when done strategically—expands your brand’s reach. Offer valuable materials, such as blog posts, whitepapers, and case studies to attract your ideal customers. You may be wondering if content marketing is worth the investment. That’s the best part: content marketing rarely incurs significant financial investments; with an ROI of $40 per $1 spent, it is the most effective way of content promotion. Plus, it often has a long lifespan.
In a nutshell: A comprehensive lead gen strategy tailored to your target audience’s preferences and behaviors will infuse success into your B2B marketing. Good lead gen techniques are a good thing!
Step 2: ABM ASAP!
Account-based marketing (ABM) is the perfect ingredient for serving up personalized experiences; ABM makes your high-value accounts feel like royalty while beefing up your business growth with charm and strategy! This highly targeted tactic emphasizes personalized purchasing experiences to:
- Enhance customer acquisition
- Foster relationships
- Propel business expansion
Personalized programs and campaigns that encourage upselling and cross-selling are key to getting the most value from your largest accounts. This means that ABM and sales should collaborate actively on an ongoing basis.
Marketing and sales, like peanut butter and jelly— belong together.
When ABM programs mature, benefits continue to accrue beyond early successes, leading to a whopping 92% of mature programs reporting higher ROI than other types of marketing. It looks like ABM allows you to have your cake and eat it, too!
Step 3: Looking For a Clear Winner With Google Vs. LinkedIn Advertising?
Google Ads and LinkedIn advertising represent two distinct yet powerful platforms with unique advantages for B2B marketing. Let’s break them down to see who comes out on top.
LinkedIn: A business-focused social media titan, LinkedIn offers laser-focused tools to help you market your brand directly to your dream audience of professionals. So much so that the platform is used by a whopping 1 billion users worldwide.
LinkedIn advertising is a specialized platform tailored for professional networking and B2B interactions. With its wealth of user data and targeting criteria such as job title, industry, and company size, LinkedIn advertising enables marketers to reach highly relevant audiences within the business community. Additionally, LinkedIn’s robust analytics provide insights into audience behavior and campaign effectiveness, empowering marketers to refine their strategies for optimal results in the B2B space.
Google Ads: On the other hand Google Ads present expansive reach and versatile targeting options, offering B2B organizations the opportunity to tap into a vast pool of potential leads actively searching for specific products or services. Through keyword targeting and display ads, Google Ads enable businesses to capture the attention of decision-makers at various stages of the purchasing process.
Ultimately, the choice between Google Ads and LinkedIn advertising depends on several factors, including:
- Campaign objectives
- Target audience characteristics
- Your product/service set
- Budget allocation
Something to consider: Google Ads are ideal for targeting intent-driven searches, enabling you to reach individuals precisely when they are searching for specific information. LinkedIn Ads, on the other hand, are displayed to an audience before they’ve shown intent; using LinkedIn’s precise targeting enables you to reach individuals who may not yet be aware of what they need.
That said, both platforms offer valuable opportunities for B2B marketers to connect with prospects and drive business growth. When you work with Top Fox Marketing, we’ll customize your advertising strategy and media allocation to maximize exposure. By the end of the user journey, we’ll get you more than clicks; we’ll get you quality leads.
Step 4: SEO Backlinking Using Press Releases
Utilizing press releases for SEO backlinking can enhance online visibility and credibility. Press releases allow your business the opportunity to distribute newsworthy content about your products, services, or industry insights to a broad audience. By incorporating relevant keywords and links within press releases, you can attract the attention of journalists and industry influencers and improve your search engine rankings.
When reputable news outlets or industry publications pick up press releases, they generate valuable backlinks to the company’s website, signaling to search engines the authority and relevance of the business in its niche. This drives organic traffic and establishes the company as a thought leader within the B2B space, ultimately contributing to increased brand awareness, trust, and lead generation.
As always, remember that you’re not writing for search engines, you’re writing for actual people. If NOT done correctly, press release link building can do more harm than good.
Need Help With Marketing Your Business?
It’s time to spice up your strategy and add clarity to your menu so your brand can become the mouthwatering masterpiece that keeps customers returning for more! Utilizing a structured approach, crafting custom strategies, and producing best-practice marketing deliverables will enable you to achieve transformative B2B marketing results.
Although you can certainly read the recipe for B2B marketing strategies, it won’t make you a professional marketer. That’s where we come in—at Top Fox, our team of seasoned marketers possesses specialized knowledge in every aspect of B2B marketing. We will empower your business to thrive in a competitive market.
Get in touch to see how Top Fox Marketing can cook up tailored marketing solutions for your business that produce extraordinary results.
