How do you choose the best digital marketing channels for B2B?

One thing I've found helpful is to keep in mind that knowing your audience means showing up in places you know they will be - even if on the surface that doesn't seem to make sense for your industry. With the right content strategy, you can show up in new and unexpected ways using the full array of platforms that your audience is likely using.

The first step to choosing the right digital marketing channels is to know thyself. Understand what is your authentic story, who are you? What is your place of deep expertise, interest and passion? What can you tap within yourself where your confidence and stamina are natural and then you can share what you know with others? How can you use this to grow your own professional brand? Then, choose the channels where your content aligns with (or disrupts the) content you see on the channels. You can use this method as a first step or a pivot into creating fresh audience growth. You may also stumble into undiscovered audiences by sharing your passion, which creates opportunity to add more segments to the audiences you've already identified.

The best channels are going to be determined by your goals and your audience. You have to understand what you're trying to achieve and consider which channels could help you do that - raising brand awareness vs driving upsell within your existing customer set will most likely use different channels. You then need to understand your audience, different personas may prefer different channels. If you're focused on growing an account vs 1:many you will chose channels differently. Then you test, learn and optimize. For me it's less about the what but how you use channels effectively.

The first step is to identify your audience and then further segment them on the basis of dimensions. Try to be really specific about your audience especially behaviour wise. This way you can target the right audience at the right time.

The first step is to identify your audience and then further segment them on the basis of dimensions. Try to be really specific about your audience especially behaviour wise. This way you can target the right audience at the right time.

?????? ???????? ?????????? ???????? ?????????????? -Key objectives that tie to overall corporate objectives. -Strategy/plan on how you will achieve this -High-level tactics to communicate what you need to do -Key Performance Indicators to show how you will measure success ???????????? ?????????? ??????????(??) ?????? ???????? ?????? ???? ???????? ?????????????? (?????????? ?????? ???????? 4) 1. New customers 2. Increase sales price/average order 3. Improve retention 4. Grow customer upsells Once you understand these from a corporate objective, you can develop tactics and KPIs for achieving them.

In my experience, I start with where do I need to be: - in the next six months, or next year, with revenue to stay solvent and profitable - where did I succeed in my best year, and can it be replicated and why - what happened during my worst year, and how can it be prevented again (ie., saying no to lower paying opportunities; saying no (or finding a gracious way out if you've already signed) to customers that you realize don't "get" you or your mission or company vision. These type of questions can help you decide if you can keep on with what you've been reaching for, or throw it all out to refuel and restart. You may realize after a goals refresh, that you need to exclusively focus on staff ambassador content strategy programs.

Goals are key, but let's not forget about aligning them with your sales funnel. SEO for awareness? Sure. But don't sleep on PPC for quick wins in lead generation. And remember, if you can't measure it, you can't improve it!

This is where you need to take off your marketing hat and start thinking like a business owner or sales leader. Connect with your CEO and CRO to find out what the business goals are for the next year, and reverse engineer, your marketing strategy to target those growth and sales goals. Ensure that your messaging and creative are set to achieve those goals, and that you have trackable, clear KPI’s in place before you launch any campaigns.

In my experience you need to clearly communicate your USP. What makes your product or service better? How does it benefit a prospect more? There are thousands providing the same solution don’t be afraid to stand out or be different.

Imitation is the best form of flattery. And an easy way to start competing. Too often companies sit down to setup a lead generation plan with a blank sheet of paper and hoping to "test and learn" their way through it when there is a wealth of information already available to you: your competitors. Realistically, you are rarely the only person in your competitive space, so start by evaluating competitors channels: see where they are spending most of their time, check SERPs and publicly available databases for their performance, signup for their services to see how they treat their customers. This will not only give you a feel for what works but also where there may be gaps. And help you setup a reasonable MVP for your launch.

It's all about ROI, but remember, not all investments are financial. Time and expertise are equally valuable. Before diving into SEO or video marketing, ask yourself if you've got the chops or need to phone a friend. Sometimes, outsourcing is your best friend.

In my experience, working on a lean budget is the baseline for marketing, not an anomaly. With that in mind, there are tons of freelance resources out there that you can utilize for both creative and content creation for your assets. While it’s great to have a go to team, not every company has that internal capacity and our budget to hire an agency. You can see work samples with most freelance sites so you can gauge the best possible remote team to come on for any particular project or set of projects. You can also see reviews from previous clients to help you decide the best options for your freelance team.

At my agency, when we work on a new account, the first thing we determine is what resources does our new client have to take over the work when we complete it. This is so important to a successful outcome of any assignment we bring in-house. You can typically gauge success when the client has adequately invested in their own staffing, education, knowledge, tools and applications that are needed for great digital marketing. Asking: Do they have a social media governance policy and is their internal editorial approval process seamless or siloed? My company's desire for our clients is to leave them with the tools, knowledge, technical education, intent, mindset and materials to take over the process we have created for their long-term success.

Linkedin is one of the most powerful social platform for B2B, partially tweeter and email as well , apart from that i usually tend to experiment lot across the social channels when i usually start working for a new venture!

Test and learn is one of the most important considerations in any digital marketing campaign. Only by spreading your budget across multiple tests can you begin to build an understanding of what is working and what isn't.

Testing is the secret sauce of digital marketing. Never settle! A/B tests, landing page variations, email subject lines – tweak, measure, repeat. What worked yesterday might not work tomorrow. Stay agile, stay data-driven. ??

Talk to your customers and don't only rely on data from your measurement systems. If you do that, you will misattribute a significant amount of your results to the wrong channels. Create an open field on a form to ask where someone heard about you and/or have your sales team ask that question and enter the information into the CRM. What you're going to find is brand marketing plays a much larger role in the leads that become opportunities and customers than the last touch before a conversion will show. However, keep in mind that certain strategies take time to show results, and if you've launched a new strategy recently, there may be a delay before leads start mentioning it.

Look where no one else is... ?? This is also a unique opportunity to test channels and strategies that no other company is trying. ? You'll want to invest more in the channels that are already producing first. But when your customer are being targeted by so many companies, taking the time to stand out could tremendously pay off. ?? What things can you test that make a bigger impact, even if they're not yet scalable? Your audience research and the unique questions you ask here could lead to some of these creative and effective ideas ??.

LinkedIn Ads = the advertising channel for B2B marketing 2024. Nowhere else can you reach and convert decision-makers so precisely. But make sure that the following criteria apply: - B2B products and services, recruiting as well as education and learning offers are a no brainer. Also important: your offer is scalable. - Target group is active on LinkedIn: But B2C products and offers can also work. Important: The target group must be active on the platform and be able to be selected using criteria. - Customer value of 10,000 euros - A media budget of at least 3,000euros/ months is required for the first 3 months for testing and finding a framework.

Organiser des webinaires, permettent de collecter les contacts des intéressés, effectuer des sondages/enquêtes durant le webinaire, présenter son expertise, effectuer une démonstration et proposer ses offres à valeur

For reaching B2B audiences, advertising on industry-specific publications is a great way to build awareness and prime the proverbial pump while creating synergies with your social media strategies. Often, it's not enough for prospects to see your brand in just one or two places, so an omni-channel marketing approach that meets your users in the various places they are is the best way to develop and reinforce top-of-mind awareness for your brand and product offerings.

Sales cycles in B2B tend to be long, ie many months, and leads require nurturing to come to fruition over that time period. How do you nurture a lead? You get their contact info so that you can continuously reach them through owned channels, such as lifecycle marketing with content matched to their stage of the marketing funnel. With that said, your first goal is getting contact info from a lead. The best way to do that is offering something valuable enough that they’d be willing to provide you their information. Ask yourself: what can I offer that is seriously valuable enough that someone will give me their email? Common examples are gated content (ebooks, white papers), and free trials. Try Facebook/LinkedIn Lead Gen products!

Picking the best channel depends on the goal and stage of the buyer journey. Awareness Stage: -The goal is to get your ICP to become aware that you exist and the problem you solve. -Channels: Social, Search, Influencers Evaluation Stage: -The goal is to educate and inform customers on how they can solve their problem -Channels: Social, Search, YouTube, Events Decision Stage: -The goal is to help the customer understand how you are the best option for them. -Channels: Social, Search, Email