While there is no one magic bullet to increase the effectiveness of your B2B marketing campaigns, this list gives an overview of a variety of tactics that you can implement to help your brand stand out in your market. By focusing on customer connections and creating approachable, personality-driven material, you can strengthen the impact of your existing marketing efforts.
1. Define your desired outcomes.
Create clear benchmarks to help you determine if your efforts are effective—and don’t hesitate to adjust your efforts, methods and messaging if you’re not hitting your goals. More than 70% of B2B marketers say they can demonstrate, with metrics, how content marketing has increased audience engagement and their number of leads. Do A/B testing and study any data available to you. Defining your desired outcomes will help make it clear what strategies will be most successful for reaching your target audience.
2. Differentiate yourself from the competition.
To stand out from the rest, you need to highlight your unique qualities and capabilities—and the value that only you can provide. 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson. Be aware of the full landscape of your market and what the competition is doing. By understanding the ways in which others in your industry are reaching and interacting with their audiences, you can be sure your brand breaks from conventions in a way that leaves a lasting impression on consumers. Anticipate trends and be ready.
3. Let your brand’s personality shine through.
Develop a unique voice and don’t be afraid to take some calculated risks, be funny–and even irreverent, if that exemplifies your brand. In order to truly stand out in a crowded market, you need to ensure that consumers can understand what sets your brand apart. Consider which personal characteristics would be received well by your audience and incorporate them into your output. These characteristics could take the form of a spotlight of your company’s team or the inclusion of more user-generated content. Avoid jargon.
4. Figure out where your clients are—and meet them there.
Take advantage of the full array of media platforms available to you and consider which are appropriate for different audience segments. Be aware of the media consumption habits of your target audience and understand that different people are receptive to different types of content. By diversifying your online presence, you can ensure your brand meets people where they are. Create opportunities to position yourself as a leader in your industry through social media and blogs—companies that blog have 55% more visitors. Leverage the capabilities of social media, which provide you with the ability to truly engage with your audience. Social media gives you the opportunity to showcase your brand’s personality, so don’t hesitate to facilitate client interactions.
5. Tell stories—don’t throw facts at people.
Telling stories is a great way to get people interested, provide useful and memorable information, and engage audiences. These stories can help you communicate your brand’s foundational values and clarify the intentions behind your current marketing processes. Showcase work you have done in the past, and explain the individual needs of your previous clients and how you were able to reach them.
While there is no one size fits all approach to B2B marketing, this list of 5 marketing tips offers insight into a few ways you can strengthen brand awareness and better reach your target audiences. Need help with your content marketing? ColinKurtis Advertising can help—contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn more about our approach.