The 12 ingredients of an effective B2B digital marketing strategy

[tonmoypramanik]

1. Personas
I remember when I was a kid, I used to have fun counting the number of ads I saw around me in 10 minutes. Back then, in the 90s, it was humanly feasible.

Today, with the Internet, I will no longer be able to indulge in this type of hobby. We are faced with hundreds, if not thousands, of advertisements every day.

What am I getting at?

To create an effective digital marketing strategy , it is essential that you think about the expectations and needs of your prospects and customers.

Your digital marketing strategy must provide them with added value: you must send the luxembourg email list right message, to the right person, in the right place and at the right time.

Only in this way will you be able to attract the attention of an over-solicited decision-maker.

But to do this, it is essential to know very precisely who you are addressing. The work of Personas is then essential.

2. SMART goals
To get there, you need to know where you want to go and in how much time. Without a goal, you will not be able to create an effective digital marketing strategy.

Goals are your Road Map . They allow you to determine what digital marketing actions to take and to what extent.

When I talk about goals with the B2B companies I meet, I often get an obvious answer: “sell more!”, “increase turnover”, “win customers” .

These are not goals, they are ends.

To create an effective digital marketing strategy, you need to define very precise, time-limited, quantified objectives.

Your marketing goals must be aligned with your business goals.

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3. The budget
Even if it is possible to generate a return on investment in a few days, a digital marketing strategy is only effective in the medium to long term.

The problem is that B2B companies are often cautious and prefer to carry out actions sporadically, if they have a little extra time or money. Digital marketing cannot work this way.

To create an effective digital marketing strategy, it is essential to define a precise marketing budget that will allow you to identify the levers that you can activate to achieve your SMART objectives.

Without a specific budget, we grope. Without a specific budget, we cannot create a digital marketing strategy.

4. Marketing and sales alignment
We started to address the topic in ingredient 2: goals.

To create an effective digital marketing strategy, you need to work hand in hand with the sales department.

Your digital marketing strategy must allow you to generate qualified leads that salespeople will convert into customers.

For your digital marketing strategy to be effective, you need to generate the right volume of leads, the ones needed to achieve your revenue goal. You also need to generate good leads.

What are good leads?

You need to define it with the sales department: the idea here is to define the behavioral and demographic criteria that characterize the ideal prospect.

To go further here, here are the 4 concrete actions to take to align marketing and sales today .

5. The website
Your website should be at the center of your digital marketing strategy.

Since the decision-maker wants to conduct their purchasing considerations alone and at their own pace on the Internet, your website must attract and retain their attention.

In this process, a showcase site is not enough .

Your website must be THE PLACE where your target audience must go to obtain information about their issues and the answers to the questions they ask.

There are two key points here:

Your website must be well referenced in search engines ;
Your content must provide added value to your visitors ;
I often tell my clients that they need to become the Wikipedia of their field.

6. Social networks
The decision-maker uses social networks to find answers to their questions, carry out their monitoring and conduct their purchasing considerations.

Social networks are therefore essential for your digital marketing strategy.

However, to communicate well on social networks in B2B , it is important to:

Choose your social networks carefully;
Publish the right content;
Post at the right times;
7. The conversion funnel
The conversion funnel is what will allow you to convert visitors to your website into qualified leads.

A conversion funnel is made up of 4 elements:

A call-to- action button ;