Are your B2B marketing channels delivering the right results?

The digital landscape keeps on evolving. The pace of change is unlike anything we’ve witnessed before. Ensuring your B2B marketing channels continue to deliver the right results is super important to ensure your marketing efforts generate a return on investment.

B2B channel marketing is about connecting with your target audience to deliver relevant and engaging content at the right point in their buying journey. Following the below principles may help shape a critical course of action for your industrial company.

1 – Examine your marketing objectives

Examine what you want to achieve with your marketing efforts. Is it to achieve an increase in sales for a specific product, service and/or location, is it to generate greater brand awareness or more enquiries for a new offering. Whatever your marketing objectives are, getting specific and clear will help lay the foundation for your B2B marketing channel strategy.

Considering B2B marketing channels work differently, you will need to approach them in a methodical way. For example, social media channels such as LinkedIn, Instagram, and Facebook can be a great way to engage with your target audience with tailored content. While a dedicated landing page or e-book supported with online advertising might help increase awareness by getting your brand in front of a new audience. Knowing your marketing objectives means you can identify and select the B2B marketing channels that will benefit your brand the most.

2.  Know where your target audience hangs out

Who are they? Where are they? What industries do they serve? What kind of information do they consume? What events do they attend? What industry publications do they read? What websites do they frequently visit?

How do you find out the answers to the above questions? Easy, ask your key customers – conduct some research about them to better understand how you can replicate and grow more of them.

3.  Review your competitors

Conduct a competitive scan to find out what B2B marketing channels they are using to approach your target audience. Identify these channels, type of content developed, time of publication to better examine their B2B channel marketing strategy.

Learn from their marketing efforts and transform your approach to better engage with your customers and target audience.

4.  Measure and Improve. 

Finally, you will need to test, measure, and continuously improve to stay ahead with your B2B channel marketing strategy.

If your marketing efforts aren’t delivering on your marketing objectives, modify your strategy and make sure your marketing content is tailored and relevant. To produce the best results your messaging will need help to solve your customer’s challenges at the right time and in the right place.

If you’d like some help with your approach to B2B marketing, let’s chat.

Related: Download your Digital Marketing Guide

Other Reading: Prove the ROI with your marketing

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.