Sometimes, all it takes is one missing element to prevent something from working properly.
A B2B marketing strategy might excel in one or two areas but a single overlooked element, however, can prevent marketers from achieving their desired results.
When it comes to B2B marketing, it's not just about checking boxes off a checklist. It's about developing an all-rounded strategy that's set up for sustainable growth for the business.
Here are some of the most neglected elements in planning B2B marketing strategies:
1. Not Understanding Search Intent
In the past, SEO spoke the language of machines. Today, however, it's speaking the language of humans.
While the majority of SEO marketers are still sticking to the traditional method; finding, optimizing, and bidding for high-volume keywords. It's important to note that there's no straightforward recipe for driving results.
There are two parts to the equation; what people are searching for and why they are searching for it. Due to Google's algorithm updates, rankings are increasingly reflective of search intent as opposed to technical signals.
Try searching for a phrase. Chances are the exact wording you have utilized might not have appeared in any of the descriptions or headlines on the first page. The results, however, are still relevant because search engines typically elevate results that searchers have found useful in the past.
With that said, search intent or searcher's motivation should be at the heart of any B2B marketing strategy. It is vital to SEO, customer-centricity and operational efficiency. With the aid of intuition, audience research, and data, marketers need to be predictive and analytical about the intent behind each engagement, click and search.
If you rank for something that's not relevant to the searcher's intent, it is like serving him or her Fish & Chips when the individual only ordered a sandwich.
Sure, the former is more expensive and flavorful than the sandwich, i.e., a premium option. But it's not going to work because they don't want it in the first place.
2. The Lack of Optimization
Optimization is a practice that should be the lifeblood of any B2B marketing campaign.
It's essential for marketing units that are seeking reliable growth and results.
Don't worry; optimizing is typically an uncomplicated endeavor. It's mostly about experimenting with how audiences respond to advertisements; focus on what's working and ignoring the rest.
If you ask me, I'd say that everything is optimizable.
So, remember that you can apply this concept to every component of the B2B marketing strategy. That means you should not just stop at A/B testing.
If you feel that B2B email marketing can work, test it, prove it, and execute it.
Today, it's not enough to just preach optimization; you'll have to be optimization-ready!
3. Failing to Repurpose Content
Each piece of quality content deserves more than one opportunity to be consumed and digested. In addition to promoting it, marketers need to identify when to repurpose that content as well.
For example, they can convert podcast episodes into readable transcripts or republish a blog post several months later with a better headline.
Repurposing content should be wired into the marketing plan from the get-go.
After conceiving a content idea that you think will connect with your target audience, brainstorm more ways on how your team can package and present it.
More formats mean more ways for your audience to find the content and experience it. Because not every eventual hit is an immediate winner, consider utilizing a staggered rollout strategy.
Let's say that you're targeting three different business groups: Group A, Group B, and Group C. Republish the content to Group A and see how they react.
Based on your analysis, optimize the content before approaching the next group. Use your observations to make the most of your content repurposing endeavors.
4. Creating Lots of Content But Not Promoting Content Effectively
Some marketers make the mistake of being too focused on content creation and neglect planning when it comes to content promotion.
It's difficult to make a real impact if marketers simply blast the same blurb and link across all target social channels and think that they are done.
Their actions must align with the goals and purpose of the content in question. If they fall into the cyclical trap of "monotony," audiences will quickly get bored of it.
Fortunately, there are many ways to get people’s attention. For example, you can:
- Announce new content releases via LinkedIn videos
- Make your content more shareable
- Pitch story ideas to industry publications
- Survey target social networks and compile answers in content (remember to cite all contributors so that they're more willing to promote it for you as a form of gratitude)
5. Ignoring Goal Analysis
Key Performance Indicators (KPIs) are vital to one's ongoing optimization and measurement efforts.
If you get too caught up in a single metric or utilize it as a blanket across all initiatives and campaigns, it's just inflexible and static goal setting.
Try this new approach; create an objective and choose your desired outcome from the outset. This way, you can place this goal at the center of campaign creation.
6. Developing an All-Rounded B2B Marketing Strategy
One or two missing B2B marketing strategy elements can greatly affect overall performance.
If your marketing strategy isn’t yielding the results you desire, take a step back and think about the macro view of your strategy.
Are all the above elements working in unison? Are you employing an all-rounded B2B marketing strategy that delivers a powerful punch in all possible ways?
Don't be over-focused about one part of your B2B marketing, even if you think that you happen to specialize in that area well.
You might be the pro in content promotion. But merely serving as a jack of all trades when it comes to other components of your B2B marketing plan isn't going to make you a king. You'll still be a Jack nonetheless.
Lastly
When you think that you have done a good job optimizing your B2B marketing strategy, always go an extra.
Seek a diagnostic assessment from an apt digital marketing agency. It will go a long way in fine-tuning the overall marketing strategy for your business!
