Today’s business-to-business on the marketers are never short of stakeholders suggesting new ways to leverage social media, Web 2.0, SEO/SEM, mobile apps and all other tools digital.
But what criteria do you apply to determine what’s worthwhile and what’s a waste of resources? Here are seven considerations for a head start in optimizing your digital efforts.
- Make Sure Nothing Happens Without Clear Objectives
While this seems obvious, it’s amazing how many companies spend considerable chunks of their budget on a digital media simply because competitors are doing so, or someone thinks it’s new and interesting. You should be able to explain, specifically, how every part of your company’s digital marketing efforts contribute to the company’s sales and marketing objectives.
- Focus on the Audience Experience, not the Technology
To get the most impact from your digital assets, focus on how they all work together to form a whole experience for various audiences-and not on the individual technologies or media themselves. Your goal is to set up a digital environment which will best fuel your business objectives, not to merely use the latest cool media just because it’s hot right now.
- Make it a Team Effort
For true success, your company’s digital efforts need leadership. Some companies are going as far as appointing a Digital Chief Marketing Officer (DCMO) to champion their company’s use of digital strategy and media. But for many, good leadership simply means someone responsible for establishing clear vision and objectives-as well as a team of people responsible for both execution and the identification of new digital opportunities.
- Let Customer and Prospect Behavior Guide You
As you’re mapping out your digital strategy and touchpoints for each audience, don’t plan in a vacuum. Consider how existing customer behavior can help guide your efforts and make them more valuable to both your company and customers. For instance, rather than replicating a website verbatim as a mobile site, consider only making available functionality and information your specific audience would find useful on the go.
- Always Capture and Communicate ROI
One of the great joys of digital media is how easy and immediate it is to determine the success of a particular effort. Therefore, to not capture, analyze and share the results of your company’s digital media efforts is a tragedy. You must ask, prior to launch, how you will define success with a specific effort in a way that’s quantifiable. And then measure how you did against your objective. Also, don’t just share your wins. Understanding and sharing why an initiative didn’t work is even more important than when something is working.
- Don’t Silo Digital Disciplines
You’ll never be able to create an efficient and effective digital marketing machine if each discipline within the team is not structured to work together. Designers, programmers, copywriters and everyone involved in a particular effort need to work together from the outset.
- Learn from Other Industries
It’s natural to look toward your peers and compare activities. But don’t forget that different industries have different new technology and media adoption rates. Something that’s old news for another industry could revolutionize yours. Don’t forget to explore how other industries are adapting digital marketing agency and their strategies tactics as a way to find proven methods.
Consider These in B2B Internet Marketing
Is content marketing with B2B different from the scenario in B2C? There are differences and similarities between both clients, and those factors should be carefully looked into by a person running marketing campaigns particularly for a B2B client. The thing about B2B marketing, even online, is that the practices we would be most familiar with as they are carried on in traditional advertising and marketing may not apply here though they may do in B2C online marketing. Thus, there needs to be extra caution when practicing B2B online marketing.
Here are three factors that would be applicable most of B2B online marketing:
* Give importance to a positive brand image.
Publishing quality content for a B2B site is important because although this content should not really be promotional in nature (as opposed to B2C content marketing), it becomes a marketing tool for the enterprise. Quality content distinguishes a B2B enterprise as an entity that is focused on the positive client experience and maintaining relations more than other factors like profit.
* Unifying digital platforms.
It is a challenge or a lot of B2B marketers to produce a sufficient amount of content for its client. This is because the type of content that would work on B2C sites, like product highlights and benefits to personal consumers may not be used in a business that sells to other businesses. By putting the focus on SEO, B2B Internet marketing service companies may discover that regular business blogging may provide content that can be promoted via different social media outlets. Using digital platforms to cross promote content means there would be no lacking in what to post. Moreover, content re-purposing can also work in this scenario, provided that the content shared on one social media platform can be tweaked so that it would be perfect for use on another platform. For example, a straight article to be shared on Facebook can be summarized in picture form and shared on Instagram.
* Future trends should be given attention.
Studies reveal that by the year 2020, close to 85% of customers would be able to complete a transaction without having to interact with another human being. Not only that, a few years after 2020, this is should already be the norm of transactions. This is exactly what SEO and content marketing is about. There is less human intervention in optimizing and marketing content, and therefore, it would be wise to invest in these trends as they will become the norm in a few years. Traditional advertising would still be there, but would definitely share a large portion of the spotlight to Internet marketing. B2B online businesses are expected to grow more, which is why it is more practical for those with B2B clients to invest talent and money on SEO and content marketing practices.