B2B organizations tend strategically to stay a step behind online marketing tactics to ensure their stability, longevity, and application to the B2B marketplace. So, what marketing programs have the greatest impact on your lead generation objectives? Online marketing in the B2B space is not a guessing game anymore. Thorough research and testing has outlined that marketing dollars need to be spent in these three areas:
3. Social Media Marketing
Yes, spend money on these channels, in this order. Neglecting to invest in these marketing activities will seriously damage your bottom line. However, the good news is that social and search marketing efforts complement one another well.
If you’re the President or CEO of your organization, you may not have the time to master the minutiae of search and social. Nevertheless, you should know the difference between SEO and PPC? Does your company regularly produce content that is useful and have a measurable impact? Infographics? Videos?
While having specific answers to these questions is not necessarily your role, ensuring that these initiatives are understood, researched, and implemented within your company, will ensure you hit your sales goals. There is a direct correlation between ROI and the above three platforms. Spending money to make money within these three spheres is essential.
As a final point, the art of balancing is the final, and often most central, element of the online marketing challenge. SEO, PPC, and social media marketing platforms must have a focal point that guarantees not only a balance of efforts, but streamlines these efforts towards improving your bottom line.