It’s Magnetude Monday! Today, we describe the benefits and best practices of some of the most commonly used tactics in B2B marketing.
The goal here is not to turn you into a marketing guru, but to help you understand just a bit more about the tools you likely have heard so that you can make informed decisions about what your firm might need, and what type of outside support to obtain. Click the titles to see the definitions for each tactic.
PR is beneficial for:
Best use of PR: While there’s no concrete rule regarding when a venture should engage PR, important elements to take into account are: how well do you know your audience? (if you don’t know them well enough, you may not be ready to start this). Do you have the bandwidth to interact with journalists or speak at events? (If not, you might wait until you or another leader in your organization does.) Do you have the financial resources to dedicate, or is your money better spent on direct lead generation or business development?
Social Media is beneficial for:
Best use of Social Media: Having a social media presence is pretty much a ‘must have’ these days, but, managing social media channels can become time consuming if not planned correctly, so it is important to build a plan that takes into account how much time your team has to manage it and sets priorities appropriately.
Social media can be a great way to engage the market, demonstrate your thought leadership, and build awareness. Deciding which social media networks to focus on is an important component of your social media strategy, and it is highly dependent on your target market and internal capacity.
Content Marketing is beneficial for:
Best use of Content Marketing: Some of the best cases for investing in content marketing are:
Marketing Collateral is beneficial for:
Best use of Marketing Collateral: The most important tools to create are:
Email Marketing is beneficial for:
Best use of Email Marketing: The two most important elements to understand before building an email marketing program are learning the permission-based opt-in system (for legal purposes) and choosing an email management tool (to allow you to efficiently manage and scale efforts). Once you have this knowledge, you can decide how to segment and target your lists, what messages you are trying to send, and for what purpose.
PPC is beneficial for:
Best Use of PPC: The best two cases to invest in PPC are when you want to collect market insights and validate messaging, or when you have a solution to a product that users are likely to search for via search engine.
Webinars are beneficial for:
Best use of Webinars: Long gone are the days when users sign up for Webinars merely to hear about your product. These days, users expect to be educated on the market and industry, or to walk away with some best practices they can implement regardless of whether they buy your product. Webinars also require resources to plan and manage—including both the content and quality that goes into the presentation itself, as well as the marketing acumen to drive attendance and manage registrations. Many tools exist to facilitate this process, but it should only be taken on once you have the resources for it.
Trade Shows are beneficial for:
Best use of Trade Shows: Your goal for the trade show should guide you to the right level of investment. If you’re mostly interested in better familiarizing yourself with your target market to understand their pain points, influences, and motivations, your best bet might be to send an extrovert from your firm to mingle, network, take incessant notes, and participate as an attendee. If, on the other hand, you’re looking to generate buzz, you will likely want a larger investment.
Booths and speaking slots are expensive, and while they can be effective, they are generally just one piece of the puzzle. Just like any marketing program, your trade show program should begin with pre-, during, and post-show promotions that involve all of your marketing tools—email campaigns, social media promotions, and in-person interactions. If you don’t have the resources or the know-how to truly build a trade show presence, you can likely find better ways to spend your marketing dollars.
Join us next Monday, when we help you learn how to “Assess & Prioritize.”
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