Crafting a Successful B2B Marketing Strategy

For many B2B marketers, the traditional marketing funnel that motivates prospects to self-identify and then move to a sales funnel, is ingrained in our minds. However, in the Age of the Customer, Forrester Research’s phrase for a customer-driven marketing landscape, the funnel has evolved to reflect a new customer expectation requiring sales and marketing to work in tandem.

With this in mind, B2B marketers must evaluate how their current B2B marketing strategy is aligned with the psychology of their buyer journey. In other words, B2B marketers must know how to craft a marketing strategy based on the predominance of the customer.

So, we have outlined a series of steps to follow when crafting a customer-centric B2B marketing strategy. Ask yourself and your team, “have we checked the following boxes when crafting our B2B marketing strategy?”

IDENTIFY TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY

Going through the exercise to develop personas based on market and customer research is fundamental to understanding not only who is your audience but how to engage them in the buyer journey. Incorporating marketing personas makes websites two to five times more effective and easier to use by targeted users. However, only 44% of B2B marketers use buyer personas. So, ensure your B2B marketing strategy includes persona-based experiences that moves buyers forward in their journey with your brand.

MAP A PERSONA-BASED CUSTOMER JOURNEY TO DRIVE YOUR B2B MARKETING STRATEGY

Building out your influencer and decision personas to understand your target audience is only part of the process of laying a customer-centric foundation for your strategy. Next is to map the touch points of your buyer journey through all buyer stages. In order to close the loop from awareness to revenue it’s critical to know the touch points along the journey that are motivators and detractors in order to influence all parts of the customer experience. When developing your B2B marketing strategy answer the following, “How do I craft a strategy with the framework that aligns with your customer’s journey to gain clarity and define priority?”

DEFINE AND MEASURE B2B MARKETING STRATEGY GOALS & METRICS

Perhaps a no-brainer for a data-driven B2B marketer is clearly-defined metrics for success. With a heightened emphasis on personalization and customer experience (CX), B2B marketing goals and metrics must be established to measure the success of the marketing efforts supporting a customer’s progression through the buyer journey. Your B2B marketing strategy must outline how it will create direct contribution to revenue with a return and fuel high growth.

A recent case study example from one of our technology platform and services clients is Viewpointe, a leading private cloud managed services provider. Viewpointe was challenged with continuing to engage customers over the course of a 6+ month sales cycle. After clearly defining their B2B marketing goals, they aligned their content marketing plan with their persona-based customer journey. As a result, Viewpointe stayed engaged with their customers throughout the buyer journey and closed more deals. One way Viewpointe measured customer engagement lift was a 52% increase in persona aligned website content and 164% increase in blog content engagement from organic search referrals.

YOUR B2B MARKETING STRATEGY INCORPORATES ACTIONABLE INSIGHTS WITH SALES

Referring back to our earlier customer funnel illustration, the traditional hand-off from marketing to sales, with no feedback loop when a lead is “flipped over the fence to sales”, causing misalignment between B2B marketing and sales teams. In fact, 25% of B2B marketers have no idea what is their customer conversion rate. In the Age of the Customer, your marketing strategy should outline how to rip out the proverbial fence and instead encourage inter-team collaboration. Ensuring this marketing and sales alignment is crucial to creating a consistent customer experience along a buyer’s journey. Being intentional about sharing insights between teams is one way to encourage broad acceptance of a successful B2B marketing strategy execution.

YOUR NEXT STEP

With only 45% of B2B marketers confident that they have decent, if not high, levels of customer centricity, the time to is now to author your new B2B marketing strategy that elevates you above your competition.

A Online Marketing Strategy Formula For New and Expert Network Marketers 101

Online Marketing Strategy With A Powerful Formula

The online marketing world can be very competitive at times when it comes to creating an audience.In the beginning all of us have struggled at some point to find the right online marketing strategies who were looking to build a business online. Everything we need to learn & implement is broken up into pieces then scattered for us to run wild to find. Hopefully this will put an end to your run around marathon, here are some key points we will be touching:

  • What type of online marketing strategy you should use?
  • What strategies you should focus on?
  • Common Short-term, mid-term, long-term strategies
  • Advantages/disadvantages of short-term, mid-term, long-term strategies
  • Online strategy formula & how to use it

After reading over these key questions & points, their will be a solid blueprint for you to follow and grow any network marketing company. The true benefit will come by implementing what you read within this article. Now it’s time to jump to fun parts of this content.

What Online Marketing Strategy Should You Use

This is a very common question that is asked from most beginning online marketers who are looking to grow network marketing company online. In fact it’s never a surprise to many of the network marketing guru’s who have managed to build a successful business online & offline. It becomes an applause for the beginners who come online to market because we have a large-scale of Network Marketers who try to build their opportunity only offline with minimum amount of exposure.

Little do Network Marketers know it takes a proper marketing formula and/or system to create unique branding for themselves and network marketing opportunity. This formula and/or system that is used for branding purposes is called attraction marketing. attraction marketing is used very commonly among the Network Marketing Guru’s. So here’s what every Network Marketer need to look for within their online marketing strategy… the proper attraction marketing system.A very good formula to memorize is this “attraction marketing+network marketing=perpetual marketing“, But also understand that with this one formula comes with a plug-in of online/offline marketing strategies.

What Marketing Strategies Should You Focus On

To help you have a better conception of what is being explained to you, I will explain to the percentage of concentration for your market in regards to attraction marketing. Most commonly a large amount of 10% of 20% percent is missing within large amounts of the Network Marketers establishment. And this is because that they have not yet learned the proper 80/20 rule of network marketing.

Your Online marketing strategy should consist of 10%, while the other half of the 20% will consist of offline marketing strategies. The large factor of 80% percent is made up of making solid strong connections most of the time from both online/offline. For most Network Marketers who follow the 80% of the rule find themselves making connections more online(70%) than offline(30%).

Remember to never eliminate offline attraction marketing from your strategy, If it’s just passing out a card or attending marketing meet-up in your local area then so be it. The best type of cards to use are both drop/sizzle cards for offline attraction.This will allow you to be visible offline also.

Common Types Of Online Strategies

There is a variety of online marketing strategies that can be used to grow your business. Within the mist of paths to take within the online world.. is usually a point that we most commonly become stuck with. Most Marketers can never make up their mind with what type of online marketing strategy they want to spend the most time with. But here’s a keynote for you: “learn the basics of all of mass majority of online marketing strategies“.

By learning the basic ropes of each strategy, you will have an idea of what marketing strategies interest you. For example outsource information for each online marketing strategy from online search engines,blogs,forums,social media sites etc.. before making any type of investment for the strategy. Now to keep you in the loop, I want to provide you with the most up to date attraction marketing strategies used online. Within this enlistment you will know of the short-term, mid & long-term attraction marketing strategies:

Short-term

  • P.P.C. ( Pay Per Click )
  • P.P.V. ( Pay Per View )
  • Solo Ads
  • Voice Broadcasting
  • Any type of paid advertising

The advantages of short-term attraction:

  • When creating a starting point, it is one of the quickest way to obtain very fast results for your business.
  • Minimum amount of time invested when creating short-term attraction

The disadvantages of mid & long-term attraction:

  • Can be very expensive to produce results if not done correctly
  • Cannot stick to one way of advertising content and/or information
  • Advertising only attracts & sticks to audience for a brief amount of time

Mid & Long-term

  • Article Marketing
  • Video Marketing
  • (S.E.O) Search Engine Optimization
  • Email Marketing
  • Blogging

Advantages of mid & long-term attraction:

  • When content is structured correctly, You can position work for a consistent rewarding with less effort
  • Content always sticks
  • If structured properly, You can target a consistent audience without spending a large amounts of time

Disadvantages of mid & long-term attraction:

  • Have to spend a large amount of time structuring content
  • If not done correctly, You can just be wasting time and not even know it
  • You must invest into proper tools to optimize your content to make it stick

The Attraction Marketing Picture

Overall, you want to be use an attraction marketing formula that will help you mark a blueprint to success. If you can learn all of them that’s great, but try to learn one of each when starting out. For example you may want to start of with an interest to master Pay Per Click for short-term, video marketing for mid-term & search engine optimization for long-term. For recommendation purposes.. take full training on search engine optimization, This will eliminate the majority of your headaches.

Remember the whole purpose behind the appliance of this formula provided, When applying this formula you will position yourself to become an expert when it comes to building a business online & offline.Another reason is also to attract people towards your primary opportunity just from branding leadership & marketing skills.

Good luck to you and your business, the very best should come to those who strive for greatness in their online marketing business.

David C. Simmons

Get More Reach With Social Media Marketing Strategies That Work for You

Your business is probably already on Facebook, Twitter, Instagram, LinkedIn and all of the other platforms you need to be in order to reach out to your customers. But even so, it doesn’t feel like you’re gaining the proper traction or posting the proper media to inspire the engagement that you know you need to get. In short, your social media marketing strategies aren’t fine tuned and some might even say, non-existent.

Finding the Strategies for Your Niche

One of the main problems with many company’s marketing strategies is that they are applying the same methods as a universal solutions program for their social media team. This means that essentially, they are taking social media marketing strategies that they’ve heard about and using them “as is” instead of tailoring them to their specific niche or industry.

For example, social media marketing strategies for restaurants are going to be very different than social media marketing strategies for Fortune 500 companies. Of course, when we put it like that, it seems very obvious-unfortunately, the constant failings of social media lets us know that it’s not. The problem arises because not only are the outcomes and goals of each industry very different, the means to the end have to be as well.

Why Using This Strategy for Your Industry is Vital

For instance, in our example above, a restaurant’s marketing strategies should be to entice viewers to come in and eat. This means that taking pictures of different dishes and posting them up on Facebook, Twitter and Instagram is a good ploy. That creates salivation for the food and people are likely to Like, Share, Re-Tweet, etc. the picture. That keeps the restaurant fresh in the customer’s mind and next time they are looking for a place to eat, they’ll remember how good the food looked and make reservations.

On the other hand, a Fortune 500 company isn’t going to get much interaction off of photo media. Sure, Bob in accounting might be interesting to talk to, but a picture of him analyzing graphs on his laptop in the break room isn’t likely to inspire the right kind of interaction. That’s because the goals of a Fortune 500 company on social media are likely to bring in more clients, keep current clients engaged and recruit top talent for the firm. The best way to do this would be to employ social media marketing strategies that establish the company as an industry leader. For example, sharing blog posts and articles that contain relevant and useful information is a great way to market yourself as on the forefront of the industry.

How to Tailor Your Social Media Marketing Strategies

Of course, with so many industries and niches out there, it would nearly impossible to go through each one, showing you how to tailor your marketing strategies for your exact niche. Instead, it would be more time-efficient to go through how different goals affect your marketing strategies. Simply think about what you’re trying to achieve and then match it up with some of the following suggestions. Keep in mind that interaction is the ultimate short term goal for social media, so whatever gets you to that point-no matter how strange or unconventional it may be-will be best for your company.

  • Expand your Customer Base. If you’re looking to expand your customer base through this marketing strategy, you’re going to want to post content that is highly sharable and branded. This means that the more viral potential your posts have and the easier it is for those posts to be traced back to you, the better it is for business. A great way to do this is to post links to your blog on your website, provided of course the blogs are high-value in terms of information and content. This allows people to share the link to your website, meaning the more viral it gets, the more leads will be coming into your site. Be sure there is a strong CTA (call to action) at the end of the blog leading to your contact or sales pages. If your social media marketing strategies in the past have shown to be effective when media images and video are shared, make sure the pictures are watermarked with your brand.
  • Strengthening Your Current Client List. Another great benefit of this medium is that you can strengthen your current clients’ loyalty. We all know that it cost more to bring in a new client than to retain a current one, so this is a big chunk of social media marketing strategies right here. The key is that you want to constantly provide value to your clients. This means that if you’re in an industry where new information is constantly coming out, you should be the ones providing your fans with that info first. Ask yourself this: what am I giving my followers in terms of value? If you can’t list at least five things, you need to start doing a better job right away. Alert your fans to events that pertain to their interests, share articles, posts, recipes, etc. Give opinions and loose advice but stay away from risk-the bottom line here is that you want your customers to remember why they need you in their lives every single day.

Using Your Social Media Marketing Strategies Wisely

When it’s all said and done, when it comes to social media marketing strategies, whatever works for you is the best rules to follow. Social media is still a fairly young marketing game (compared to television, radio, print, etc.), so nothing is written in stone. Even the so-called “experts” in the field are still fine-tuning their marketing strategies, so you can expect things to change on an almost consistent basis over the next decade or so.

Until that time comes and it become a science, the best you can do is keep your ear to the ground and stay afloat with all of the latest information, techniques and trends.