Spray and Pray Marketing for B2B on linkedin
I find it funny how people use linkedIn updates as an advertising platform. Now to be fair most of my connections are B2B employees and owners in software development, credit card processing, business funding, cloud computing and so on. Again though they are all B2B professionals.
Unless you are a recruiter why would any of your connections want to buy what your offering (unless you are b2c)? In most verticals your connections are either past customers or Peers in the same situation as you?
What happened to targeting? Thinking outside of the box? Marketing Engagement?
Why do people think the the good old spray and pray works? (Don't get me wrong sometimes with the right market penetration and being new to market the spray and pray can cause an epic viral campaign, however if your offering the same service or product Seems like you just being lazy)
This week I put an ad out for a full time 1 year contract Digital Marketing Strategist and was blown away by some of the resumes I received from Indeed, Jobr and Glassdoor. I was excited cause it took all day but I narrowed down 267 resumes down to 5 people. In the interview all 5 applicants severely disappointed me with there answers because they were all variations of the same thing.
Me: We have our product launch coming to market in 3 months whats the plan of attack and how should we launch it?
Facebook marketing campaign, linkedIn, press releases, SEO/PPC.
I didn't hear anything out of the box and I had to pry information out of them about funnel creation, data driven marketing, how to target our ideal clients, strategic partnerships etc.
So the search is still on for Digital Marketing Strategist
Moral of the story is seems like Marketing professionals are getting lazy and are afraid to think outside the box.
FYI press releases are dead, SEO/PPC it's great if you have a big budget and a great remarketing/retargeting campaign, facebook and linkedIn are good but you have to be creative especially if you have the same offering as your competitors and definitely invest time in your remarketing/retargeting.