If you’re running a B2B marketing campaign, there are several basic steps you can take to improve the likelihood that any potential prospect will eventually convert into a sale. You want to focus on analyzing as much data as you have, continually refining the messages you are showing prospects, and making sure you are delivering your content in a way that’s relevant for mobile users.
Track and monitor key metrics
Data is what powers the digital economy, but too few B2B marketers really take the time to monitor and track the data of visitors coming to their websites. This is a huge missed opportunity, because all of that data can lead to insights that can increase sales. When you combine all that data with your company’s CRM or with data from social media, these insights can become very powerful indeed.
Here’s just one example – using even basic metric tracking tools, you can determine how long visitors are spending on your site, which pages they are visiting, and what type of content they find most valuable. This can help you determine which products to highlight as part of your marketing strategy, as well as which marketing messages will be most effective. You will know if prospects are downloading certain types of content (e.g. whitepapers), or if they are spending all their time watching videos.
Continually experiment with new marketing messages
The goal of any marketing campaign should be to move customers through the sales funnel, but too often, people come to a website one time and never return. That’s a tremendous missed opportunity, and one that can be fixed with some changes in how you message people when they arrive on your site.
First of all, you need to think about your call-to-action (CTA). What are you trying to get the customer to do? Your CTA needs to be very targeted and very focused in order to convince potential customers to take the next step.
Also, think about the type of content that you are providing potential customers. They are arriving at your website, looking for a specific solution to a specific problem they might have. You need to provide valuable, engaging content that is focused on customer needs. Often, this content can be customized for specific industries or sectors.
Optimize your website for mobile
It’s a 50-50 coin flip these days if people are reading your website via their computer (desktop or laptop) or via their mobile device. So you can’t take any chances that your content won’t be optimized for mobile.
Pages that don’t load quickly or that aren’t optimized for mobile will be penalized by Google, ensuring that they won’t show up highly in search results. The solution could be a website redesign that results in a new website that can be easily viewed on mobile devices (such as tablets and phones), as well as one where all the pages load quickly.
With these three basic steps, you can go a long way toward improving the effectiveness of your B2B marketing campaigns.
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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.