When it comes to managing an online B2B marketing campaign, there are a lot of moving pieces. Most likely, the campaign will involve your main website, any social networking sites your company runs, and a host of third-party sites where you are running ads or contributing guest content.
To make the campaign as successful as possible, you could use a campaign management vendor such as KickoffLabs, or you could choose to go it alone with the tools you already possess. So here are five tips for running the best B2B online marketing campaign possible.
Tip #1: Focus on the storytelling and narrative
The best part about storytelling on the Internet is that you have access to so many different multimedia assets – video, images, and infographics. And you also have access to so many different platforms and channels. The key is being able to tell the same story across all these different platforms and channels, in order to build a consistent narrative.
Tip #2: Build the best landing page possible
The place where this storytelling starts is with your main landing page. That’s where you can really leverage the power of platforms such as KickoffLabs – you can design beautiful templates, offer pop-up offers while the user is still on the site, and include the use of opt-in forms for users to sign up for newsletters or demos. In short, you’ll get a much smarter landing page. At the very least, you need to have a way of capturing user email addresses as they land on your site.
Tip #3: Listen to your customers
“Social listening” is an important part of running an optimized online B2B marketing campaign. You want to be listening to what your customers have to say about your company, your brand, and your products and services. You need to have some way of aggregating all of this collective experience and turn it into something actionable. You might just wind up with ideas for new products or new service offerings.
Tip #4: Engage with prospects
It’s not enough for your prospects to land on your sites and then bounce to another website. You need to find ways to have them liking your content, following you on social media and commenting on your online work. You need to have a way of engaging these prospects in discussions and conversations. If your content is not resonating with users, you’re going to have difficulty trying to sell to them later.
Tip #5 : Find new ways to educate prospects
B2B sales is all about informing and educating prospects, so that they can make the possible choice of what they need to grow their business. Whitepapers and webinars are by now cliché. So what else can you do to educate prospects? The answer to this might be as simple as running interactive quizzes, such as those offered by ProProfs, to help candidates narrow down product choices and options.
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By constantly putting out a regular stream of high-quality, relevant content, and then engaging prospects in conversations about this content, you will have the basis for a B2B online marketing campaign that delivers real results.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.