What is a B2B Digital Marketing Strategy and how can it help you?
B2B digital marketing strategy is the cornerstone of any successful B2B digital activity. You can spend your entire marketing budget on digital, but if your tactics aren’t integrated with a common strategy, then you’ll be wasting a lot of that budget.
Lack of strategy at best results in a lack of focus, at worst it means that your many tactics can be working against each other. A typical example is where your teams go off and create multiple landing pages each trying to achieve similar goals, but with each page diminishing your chances of ranking in the organic results.
If you’re implementing any digital tactic for your business-to-business (B2B) organization, then you need to have a B2B digital marketing strategy in place. There are dozens of tactics available to marketers; the problem is that they are rarely executed with a holistic strategy in mind. The result of not having a B2B digital marketing strategy is a poor return on investment and a lack of consistency. The larger a marketing organization becomes, the more important it is to have a digital marketing strategy. The issues that arise from a lack of strategy are particularly prevalent in business-to-business (B2B) companies where multiple tactics are targeting a very niche audience. Without a clear strategy that audience will receive multiple different messages from multiple different channels, wasting marketing budget and confusing the audience.
How could having a B2B digital marketing strategy help your business?
A B2B digital marketing strategy helps guide every digital marketing tactic towards the same set of goals. It's easy for employees to start executing tactics independently of each other and under the radar of any corporate governance. A digital strategy tells everyone in your organization a clear direction and prioritisation of your digital marketing activity.
The process of preparing a B2B digital marketing strategy is just as valuable as having the finished document. In your B2B digital marketing strategy, you need to understand who your audience is and what they want to talk to you about. This tells you what content you need to produce, how to .reach your audience and how you can measure success.
Despite the fast adoption of digital by B2B buyers, B2B vendors are falling behind with less than 25% of B2B executives understanding the impact digital is having on their industries (source). A B2B digital marketing strategy is a tool for building this understanding among executives. When compared the B2C businesses, B2B businesses are behind in digital strategy, organizations effectiveness, digital skills, and digital culture.
Establishing a B2B digital marketing strategy helps organizations to evaluate their own businesses, both its strengths and weaknesses. A digital marketing strategy also requires a business to look outwards at the industry and direct competitors. A digital strategy helps to guide a business forward with awareness of all factors that will influence the business.
A B2B digital marketing strategy isn't just a document that gathers dust. Businesses with a digital marketing strategy have owners responsible for delivery. Unlike businesses with no documented strategy, having a digital marketing strategy provides accountability for delivery.
Ultimately a B2B digital marketing strategy is a map for the business. The act of writing the strategy adds value, having one in place that guides all tactics even more so.
Understand the needs, wants and desires of your audience, and use it in your digital marketing.
Think Digitally. Win B2B.
Most marketers don't have a digital strategy. Having one could help you win.
Digital marketing gives you access to a vast number of new tactics which you can use to generate demand and awareness. However, the route to poor ROI and failure is deploying these tactics without a strategy. Digitally helps you to develop a strategy and identify which marketing tactics you should use to deliver that strategy.
Regardless of digital channel you need to be authentic and credible to establish trust.
Think Digitally. Win B2B.
Sun Tzu said "tactics without strategy is the noise before defeat" and that is a fact in digital marketing. You'll be wasting your time and your marketing budget without a strategy to guide your actions.
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