Heres The Way Experts Avoid B2B Digital Marketing Blunders
If you're a B2B business trying to find the right customers, consider ghostwriting Prince Harry JR. According to Mohringer, writing in the May 15, 2023 issue of The New Yorker.
The ghostwriter and the prince were at odds over a passage that Harry and Muringer Spar wanted to erase from memory.
Moringer said angrily to Harry. “You want the world to know you did a good job and you're smart. But as surprising as it may sound, memoir is not about you... you are a story of your life, a particular series of events chosen because they appeal most to different types of people.
In other words, it's not about you, it's about the reader. The same truth applies to digital marketing.
"Stop talking about yourself and start talking about the problems you're solving and the audience you're solving them for," says B2B digital marketing author Lori Highby.
Simply put, he says, the goal is to make the reader feel like you understand their pain and their toil.
Highby is a podcast host, speaker, educator and founder of Keystone Click, a strategic digital marketing agency. He has worked with Fortune 500 companies and small entrepreneurs. We booked an interview at the Build a Better Agency Summit in Chicago in May 2023, attended by over 300 marketers.
Here is a list of the top digital marketing mistakes B2B companies make
They speak only for themselves "A number of marketers, myself included, call this the 'wee-wee syndrome,'" says Haiby “When you go to the company's website, the language speaks for itself. "We do this and that", "We have this equipment", "We are experts", "Check out our amazing building". The only place you need to focus on yourself is when telling your story or talking about your team in the About Us section of your website.
Try to offer everything to everyone. "I once had a conversation with a professional and asked who his target customer was, and the response was, 'The reality is, if you try to be everything to everyone, you can't be everything to everyone. Be clear about your value proposition (or core proposition) and Defining who your ideal customer is will go a long way in creating messaging and content that will connect and resonate with that audience.
He doesn't even think of using email. "A lot of companies are putting off email marketing," says Haiby "It's probably related to the load in your inbox. But the truth is, your email list is more powerful than your social media followers. Your email arm is saying they want to hear from you, but you can also upload those lists to social media platforms and strategically target those channels. You can place ads to target a similar audience, basically anyone with the same demographic as most of your emails.List Finally, the size and quality of your email list can be a deciding factor when looking at the value analysis of your company considering a merger or acquisition. .
You do the same as your competitors without any difference. "Everyone says it's fast and high quality," says Haiby "Have you heard the expression 'the riches are in the niches'?" The more you differentiate yourself, the more you will attract the right type of clients to work with. Identify an area where you really excel and say loud and clear that this is an area where you stand out and excel.
Don't focus on SEO. "It's still a very real thing that's important, and it's becoming more important with voice search and AI," says Haiby “By 2022, Google will process more than 8.5 million searches per day. Most customer journeys, especially in B2B, begin with a generic search on Google.
Don't use video to tell your story. "More than 80% of people prefer video to written text," says Haiby “Video allows the user to engage with your brand beyond reading information. You can show your process, demonstrate your experience, and educate your audience through video.”
To round out the advice, I turn to another digital marketing expert. Christine Slocumb, president of Clarity Quest Marketing, has 30 years of marketing and product management experience at start-ups to Fortune 50 companies. We met when we were helping him edit an upcoming book on ending hunger marketing.
Before founding his marketing firm, Slocumb was an engineer and held eight US patents. He always brings data into the conversation.
"Did you know that content marketing costs 62% less than traditional marketing, but generates three times as many leads?" Slocumb said
Content marketing is a powerful strategy that helps businesses attract and retain their audience when they provide valuable and relevant content. In other words, you need to ensure the maximum possible response from the target group.
Last row. Creating valuable, relevant content that lasts and can be reused throughout digital marketing is an effective way to generate 3x more leads than traditional marketing.
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