dorriscoons9925-blog

[12one-marketing]

Why Social Media Is Important For B2B Marketing ?

Why Social Media Is Important For B2B Marketing ?

In today's digital age, social media has become a significant tool for businesses to connect with their customers. However, it's not just a platform for B2C marketing; social media is equally important for B2B marketing. It enables businesses to communicate with other businesses, build relationships, and generate leads. Here's why social media is essential for B2B marketing.

1.Reach a Wider Audience

Social media platforms such as LinkedIn, Twitter, and Facebook have millions of users worldwide. By having a presence on these platforms, businesses can reach a much broader audience than through traditional marketing methods. Companies can also target their audience based on demographics, job titles, interests, and more.

Build Brand Awareness

Social media provides an opportunity for businesses to showcase their brand personality and values. By regularly posting engaging content, companies can build brand awareness and increase their visibility in the market. This helps businesses to stand out and differentiate themselves from their competitors.

Generate Leads

Social media is an excellent platform for generating leads. By creating informative content and engaging with prospects, businesses can attract potential customers and nurture them into leads. This can ultimately lead to conversions and sales.

Build Relationships with Customers

Social media allows businesses to interact with their customers in real-time. This helps companies to build relationships with their customers and gain valuable insights into their needs and preferences. By responding to customer queries and comments, businesses can show that they value their customers and are committed to providing excellent customer service.

Measure Results

Social media platforms provide businesses with tools to measure the effectiveness of their marketing campaigns. Companies can track engagement rates, reach, and conversions to determine the success of their social media efforts. This enables businesses to make data-driven decisions and optimize their marketing strategies.

In conclusion, social media is a crucial tool for B2B marketing. It enables businesses to reach a wider audience, build brand awareness, generate leads, build relationships with customers, and measure their results. By incorporating social media into their marketing strategy, businesses can stay ahead of their competitors and achieve their marketing goals.

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How to Develop a Successful LinkedIn Retargeting Strategy

"Remarketing" can be defined as a "second shot" in marketing to someone who visits your website. If you're a B2B business, someone visits your site to read a great article, blog or white paper, but doesn't message you to learn more about your services. Instead, they leave. Wouldn't it be great if you could advertise to a potential customer who just left? Of course.

Is LinkedIn Remarketing Right for You? If your business depends on lead generation and has a long sales cycle, it's critical that you communicate with prospects after you get your first lead. Don't let prospective customers who have worked so hard to view your website go easy. Remarketing can help you optimize your middle and bottom funnels and drive users to conversions.

There are several areas to consider when planning your strategy on LinkedIn:

LinkedIn Lead Generation Forms These forms allow you to capture user information with pre-filled fields and are a great way to communicate with past site visitors. This information can be automatically transferred to CRM platforms such as Salesforce. Safe Generation forms can be used with Sponsored InMail and Sponsored Content ad formats.

Sponsored InMail Sponsored emails are the paid counterpart to your regular InMail. Sponsored emails may come off as spam, but when done right, they can convert higher than other LinkedIn advertising options. These ads should be from a personal profile versus a branded business page, so people feel like they're being marketed to, and like they can interact with a business representative. Remember, personalizing your InMail will make your sponsored content stand out from the crowd.

To contact the target LinkedIn reports a 37% increase in ad rates using Contact Target. You can build a custom audience by uploading email address lists or using your own data. Once the list is uploaded, the contacts become an audience that you can serve ads to. This targeting tool is definitely a great step forward for marketers with a large set of contacts.

Medium function The goal of moderated retargeting is to promote relevant content to users who interact with your business. Use content that reinforces your company's value proposition. Another good option is to feature testimonials from current customers, off-the-shelf acts, blogs, infographics, videos, and other engaging content. Make sure you select "sponsored content" as the ad format because it will appear natively in the user's feed. Based on the response you receive, you can create different segments for high-value leads who are close to conversion, who may turn cold, and who start talking to your sales team. A good content strategy is essential when dealing with long sales cycles. There will be a lot of value in testing different content at different stages of the feature, as someone viewing a product demo will consume different content than someone downloading a whitepaper.

Conclusion Platforms such as Facebook have detailed ad options that allow advertisers to further customize their ads based on their audience. LinkedIn's full feature is expected to be released in 2022. LinkedIn is also looking to add geographic targeting for cities, states, and countries. As marketers, it will be beneficial to stay ahead of the curve and optimize your digital strategy to reach the potential customer base of over 700 million LinkedIn users by 2021.

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Mumbai Maketing Agency Legal Advice

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Our Field sales team can help you grow your business's new branch more quickly and efficiently. You take on lower risk by using a team that already.

Outsourced Sales and Marketing Agency for SMBs and Startups.We are a Sales Consulting, Outsourced Sales and Marketing Company Modernising Your Sales and Marketing Operations with Custom Sales and Marketing Solutions.

Field Marketing & Sales Agency in Mumbai provides specialised field marketing and sales services to help businesses increase their customer reach, drive sales, and maximise ROI. Our team of experienced professionals will help you achieve your business goals with customised solutions.FieldMarketing.in is the leading field marketing and field sales agency in Mumbai, providing comprehensive services to help you reach your target audience. Our experienced team works with businesses of all sizes to develop customised strategies that enable you to achieve your goals.At Field Marketing And Field Sales, we provide the best field marketing and sales solutions for businesses in Mumbai. Our experienced team of professionals will help you boost your sales and reach new customers. Let us help you grow your business today!

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Legale Advise for Maketing Agency

Looking for a field marketing and sales agency in Mumbai? Look no further! Our team of experienced professionals will help you create a powerful presence in the market and drive sales with innovative strategies. Get in touch today to learn more.Field Marketing And Field Sales outsourcing company in Mumbai is a business that provides sales services to other businesses on a contract or freelance basis. Helping companies solve their sales and marketing challenges with outsourced B2B sales and lead generation since 2010.

Our Field sales team can help you grow your business's new branch more quickly and efficiently. You take on lower risk by using a team that already.

Outsourced Sales and Marketing Agency for SMBs and Startups.We are a Sales Consulting, Outsourced Sales and Marketing Company Modernising Your Sales and Marketing Operations with Custom Sales and Marketing Solutions.

Field Marketing & Sales Agency in Mumbai provides specialised field marketing and sales services to help businesses increase their customer reach, drive sales, and maximise ROI. Our team of experienced professionals will help you achieve your business goals with customised solutions.FieldMarketing.in is the leading field marketing and field sales agency in Mumbai, providing comprehensive services to help you reach your target audience. Our experienced team works with businesses of all sizes to develop customised strategies that enable you to achieve your goals.At Field Marketing And Field Sales, we provide the best field marketing and sales solutions for businesses in Mumbai. Our experienced team of professionals will help you boost your sales and reach new customers. Let us help you grow your business today!

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The purpose of every electronic business is to utilize technology in a way that enhances communication and the company profitability. B2B technology enchances efficiency within the company's supply chain, whereas B2C also known as e-commerce, technologies

The purpose of every electronic business is to utilize technology in a way that enhances communication and the company profitability. B2B technology enchances efficiency within the company’s supply chain, whereas B2C also known as e-commerce, technologies

cont.  would facilitate a transaction between a company and its consumers. Also examine how e-commerce interacts with the maketing department of the organization.Keep in mind that this is the first step towanrds establishing the foundation for yourbusiness presence on the Internet with an e-commerce site.                                                      3 Paragraphs with References   1.)…

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TABASCO Original Red Pepper Sauce is made with three simple ingredients and aged in oak barrels for up to three years on Avery Island, Louisiana, before bottling. The recipe originating from Edmund McIlhenny in 1868 has been used by the McIlhenny family for nearly 150 years.

DirectWholesale offering wholesale food Singapore in B2B marketplace. So, for B2B maketers get and grab the best wholesale deal in Singapore from Singapore best 1st online Wholesaler market #DirectWholesale.

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VMware Users Email List | VMware Users List | B2B Maketing Archives

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VMware Users Email List- Our VMware Users List is truly multi-sourced from various different directories that becomes a real source for prospect details.

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Simple Tips For Huge Network Marketing Success

It could be a very smart move to gain access to the Multilevel marketing business. You can't just harvest money from your multilevel marketing tree, although it requires effort. This will make you wonder where to start to begin boosting your profits. Before registering with any multi-level marketing program, you need to evaluate its comp plan carefully. Browse the plans for compensation which will cover you and also also the ones that impact the people above and below you within the network. It really is answer to understand the compensation you need to expect before you decide to get into any agreement so you usually do not waste your time and effort having an organization which has little to provide. Quality is much more important than quantity with regards to multilevel marketing. It really is for your advantage B2B Platform to have individuals that can cultivate their very own downline so they are coming up with profits for the entire network. If you are involved in multi-level marketing, visualization of success is just one of your most significant tools. Yes, it might sound obvious, but multilevel marketing requires the opportunity to think ahead and envision a bigger network. Positive visualization is really a valuable tool in network maketing. Learning from the setbacks in multi-level marketing is a terrific way to push forward. Keep inventory of the shortcomings and analyze why they exist. When you are able study the way you failed, it is possible to find out what methods do and never meet your needs. It's been said that you ought to figure out how much you may spend every month, and multiply this number by nine to be able to determine how much cash you'll need when an unexpected emergency hits. Multilevel marketing can play a role in that fund plus much more! A typical guideline would be to multiply monthly expenditures by nine the end result is reported to be the total amount required for an unexpected emergency. This may appear to be a substantial amount of money but multilevel marketing can improve your sales enough so that you can afford this emergency fund. To be able to see real profits with MLM, you must do extensive research, and place considerable time and energy in it. You should also understand how important it really is to exhibit diligence and serious commitment. Utilizing the tips contained in this post will help you be successful within this highly competitive field.

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Business2brand Becomes the First Digital Marketing Company in jammu and kashmir.

Business2Brand is one of the fine "Digital Maketing Company in Jammu and Kashmir" who provides all online marketing solutions with seperlative services such as : Search Engine Optimization (SEO) Service (Target: India or Abroad). Pay Per Click (PPC) service (Target: India or Abroad). Social Media Marketing Service SMM (Target: India or Abroad). Web Development and Designing Service. Email Marketing Service (Target: India only) Mobile Marketing or App Marketing Service (Target: India and Abroad). know more about b2b @ https://goo.gl/f9bdg4

[martechadvisor-blog]

Interview with Hanna Fritzinger, Head of Marketing at VigLink

In this interview, Hannah explains how marketers can overcome the issue of scalability, connect content and e-commerce to improve customer experience and overcoming the issue of ad blocking with affiliate marketing. Hannah’s passion for technology brought her to San Francisco from New York City in 2014. Working at VigLink marries two of her passions: editorial content and the retail industry

Ginger Conlon:

Hello and welcome to MarTech Advisor’s CMO interview series. I’m Ginger Conlon, a Contributing Editor to MarTech Advisor. Joining us today is Hanna Fritzinger who is Head of Maketing at VigLink. Welcome Hanna, thanks for joining us today.

Hanna Fritzinger:    

Thank you, great to be here.

Q: Ginger Conlon:

Excellent. So, Hanna and I are going to be talking about trends and opportunities with linking content in e-commerce. So, Hanna, let’s start by briefly introducing VigLink and talking about, in a sentence, what is it and what's its unique value proposition.

A: Hanna Fritzinger:

Sure. So, VigLink finds links on publisher pages that go to merchants and turns them into revenue generating links.

Q: Ginger Conlon:

Well, that’s cool, very simple and straightforward, excellent. Let's talk about content and e-commerce. So, you know, publishers are producing reams of content every day and most companies today are producing content for content marketing but I think a lot of times they're not only thinking of the potential for that content as an e-commerce tool. So, what's one opportunity that you see that marketers perhaps overlook in this area but have the potential for making a significant positive impact?

A: Hanna Fritzinger:           

Yeah, definitely. So, I think one thing that marketers need to understand is that it's not just one type of publisher that's using affiliate any more, right. So, I think historically we always had fashion bloggers, and fashion merchants or marketers therefore kind of cashing in on the affiliate model. However, today, it's really much more broad. So, whether you're B2B, B2C, it doesn’t really matter, you can still cash in on this.

So, VigLink alone has over two million sites or apps that run our Javascript on it. So, take for example, new sites. Historically, you wouldn’t really think that they are driving e-commerce from their sites, however, sites like The Daily Beast and Post and Courier, who are actually VigLink publishers, are driving e-commerce from their site using affiliate. So, I just think for us to understand that no matter what vertical you’re in or no matter what your product offering is, you probably can actually have a place in this ecosystem.

Q: Ginger Conlon:

Well, that’s really interesting. So, what about challenges with linking content and e-commerce? What are you seeing as a common challenge and what's a fix for that?

A: Hanna Fritzinger:           

Yeah. So, I think something that's been tough in the past with scale, so, you're a marketer and you go around to individual sites trying to get them to sign up for your affiliate program and at the end of the day, that's just not scalable, right. So, I think signing up with networks such as Junction, LinkShare, VigLink gives you access to a bunch of publishers at once. So, one thing that VigLink does is it can find commercial keywords in publishers’ content and insert hyperlinks based on those keywords.

So, that gives merchants the ability, merchants or marketers I think, kind of use that interchangeably, the ability to bid on keywords instead of just, you know, having a hyperlink inserted where there was already one there previously. So, by doing that you can at scale reach a new audience that you probably wouldn't have reached otherwise. So, I think scalability has been a problem and the issue, I’m sorry, has been an issue previously but it's something that we're kind of seeing marketers being able to overcome today.

Q: Ginger Conlon:

Excellent. You know, that kind of connects with the next question which is customer experience because having these links probably simplifies the process of, oh I read this thing, sounds like that, you know, something I might be interested in, let me just be able to click through. So, you know, customer experience, it’s a hot topic, so, how can this connection of connecting content and e-commerce help improve the customer experience and what should marketers do to make that bigger impact?

A: Hanna Fritzinger:           

So, I think that that's something that's important to acknowledge is that

people today like shoppable content

So, if you're reading about something and you can't find a link to find it, that is extremely frustrating. If I'm reading a post about a sweater and I'm like, I love that sweater, I want to buy it and I cannot find a link to it, that is a bad customer experience, as is huge banner ads or ads that just pop up and start playing video, it takes you back, it catches people off guard.

So, I think that kind of ties into, ad blocking. So, you have like, something like, 86 million people I think in 2017 will be using an ad blocker, that’s because historically these have been a bad user experience. So, people are looking for new ways to kind of tie in user experience into their content and I think that that's where we're going to see the rise of things like, you know, different types of monetization strategies such as affiliate and take for example, you know, The Wirecutter, a product reviews site, electronics review site, was actually just acquired by the New York Times for 30 million dollars.

So, I think we will continue to see this trend and I think for marketers to be aware of it and not be nervous to have an affiliate program and to understand that they really should allocate resources there, it's going to be important because that's what publishers are going to be writing about.

Ginger Conlon:

Yeah, that's interesting. It's interesting how the market expands and you think that you’re in one business but you really have opportunities in other areas, you know.

Hanna Fritzinger:    

Right, yeah, and I think that that's

something that's also interesting about affiliate is that it supplements other things that you're doing

So, we're not saying don't have a display ad, don't have display revenue, at first that’s something that's going to continue, that publishers will continue to utilize but it's just, it can be totally supplemental to other efforts that are being used and again, I just think not disrupting customer or users experience is extremely important.

Q: Ginger Conlon:

Right. So, let’s get into the weeds a little bit and talk about processes because as you've been saying, one of the benefits of a linking strategy is simplifying the process not just for the customer but also for the publisher or marketer to make that connection. So, what do you see as an area where marketers might be stumbling here and they can make, you know, some tweaks to make the process even better on their backend?

A: Hanna Fritzinger:           

Yeah, so, I mean, I think, just for them to, again, like I said before, allocating proper resources to it really is important and most of the time you're not going to end up being the destination of a link unless you have actually, you know, added in your commission rate to these different networks such as CJ, LinkShare, VigLink. So, really understanding your commission rate and what your other competitors are offering as commission rates because not only are publishers not going to be inclined to link to you if they, you know, take a pair of shoes at Nordstrom and Neiman Marcus, if Nordstrom has a better commission rate the publisher is probably going to link to Nordstrom and say forget it, I’m not linking to Neiman Marcus.

So, publishers will do that but also automated technology today will do that, right. So, we’ll take a look at if we're inserting a link, like, who is offering the best commission rate but also who is converting the highest. So, again, I think that ties back into user experience. Just because someone offers a 15% commission rate, if their site is awful, if they charge $30 for shipping or something, you know, people aren’t going to convert there. So,

understanding, kind of, all the different parts that go into having a high conversion rate, as well as a commission rate are kind of two things that I think a marketer should really look at to ensure that they are the destination of a lot of these links that are getting implanted into a publishers content

Ginger Conlon:

That’s great, thank you, that was really good advice, you have to think about all those details. So – sorry, you were going to say?

Hanna Fritzinger:    

I was just saying it's not just commission rates, I think that's one kind of common misconception is if I just have a higher commission rate than my competitor I'm good to go and that's certainly a big part of it but it's not the only factor.

Q: Ginger Conlon:

Right, okay, thanks. So, let's wrap up with a look at what's coming that you're excited about in two areas in particular, one, in the market in general, any trend or tool you're seeing that you think is cool and is there anything within VigLink that we should watch for, any new features coming that we should keep an eye out?

A: Hanna Fritzinger:           

Yeah. I mean, so, I think the thing that I'm just excited about is to see affiliate getting really brought into this new light. I think, again, like I mentioned, historically it was really just thought of as for fashion bloggers or for smaller niche sites and it's really not like that anymore. So,

I am just excited to see, kind of, what publishers take the next step to start implementing affiliate and also equally as excited to see what marketers do to respond to that because I think that's going to be a huge trend as we go forward and try to combat declining revenue from ad walking

So, I think in general that's a trend I'm really looking forward to, especially considering I’m in this space and then VigLink specifically I'm really excited, we’ve actually just recently launched a tool called Trends Explorer. So, again, as I mentioned earlier, we have two million sites and apps using our software, so on Trends Explorer you can kind of see what's trending across our whole entire network, so what products are going to be the next big product, right. So, like Hatchimals, hatch animals, whatever those toys are called over Christmas last year, those were going to be a hit because we started to see them trending and giving our publishers that insight early on I think is something to be super excited about. So, I'm excited to see us kind of continue to evolve that product and see publishers, you know, use it as a widget on their site, and just kind of see how that evolves, I’m looking forward to that.

Ginger Conlon:

You know, it's fun, so, they can all be trend watchers, you know, and we'll just watch away.

Hanna Fritzinger:    

Exactly, yeah, fun, very fun!

Ginger Conlon:

Very much. So, Hanna, thank you so much and thanks everyone for joining us today but be sure to also check out another video that Hanna and I are going to be doing together on skills and what they need - what skills marketers need to succeed today. We will be back at you soon with that, so, check out that video and thanks again.

Hanna Fritzinger:    

Thank you.

Connect with Hanna

This article was first appeared on MarTech Advisor

[euro3plast-fr]

The top 10 mistakes in B2B Marketing

How to avoid the common pitfalls of B2B maketing campaigns

As a marketer with practical experience within the B2B space as well as working as a trainer, teaching a number of digital marketing subjects, means I have direct access to marketers and business owners. I've noticed a number of issues and themes have appeared quite frequently over the last 12 to 18 months. When coming up with the 10 mistakes for this guide I brainstormed with Dave and his team and it was a much wider list!

We boiled down to 10 themes that I have explored in detail, giving you some background into what they are and examples which you may sympathize with or are currently experiencing. The advice to tackle these issues includes a mini do to list to help shape your actions plans, and it goes without saying that there are more practical and detailed resources within the Smart Insights ecosystem of content.

Although the focus for this guide has been B2B, any marketers can get something out of this 10 mistakes guide.

1. Thinking that user experience is just for web and dev

If I'm honest, even though I totally agreed with the principles of user experience the 1st time I studied it back in 2008, and I loved Steve Krug’s book “Don't make me think”, I’ve read Jakob Nielsen “Web Usability”, and I’ve used user flows and use cases for my web personas.

However, post website projects I've left user experience alone.

What a mistake that was.

If you really want to succeed and provide products and services and market them in a way that's really going to connect with your prospects you need to get into this. It will make you more money, I promise.

Usability means making sure something works well and that a person of little experience can use it for its intended purpose without getting hopelessly frustrated.

The key fundamentals of good UX is to:

1- Identify the user needs. This comes from having a deep understand of your customers which take shape in the form of personas and customer empathy maps.

2- Understanding your business goals. You should have clear KPI's and map back to an objective first approach for all your campaigns and activities

3- Technical constraints. Does it Better will always beat Did it First.

Set up your personas with a customer empathy map to dig deeper into your prospects and customers and do some UX testing.

B2B marketing generally has a longer process and sales cycle than you find in B2C and you must have a good understanding of your decision-making unit and how they go about finding information on your products and services.If you have a persona drawn up, use them. I still see marketing teams that create a persona, tick a box in their head, and carry on as they did before.

  To punch up your personas a notch and really embrace UX, you need to create a customer empathy map for your personas.

The empathy map has 6 different components:

How the customer thinks and feels

What the customer hears

What the customer sees

What the customer says and does

The customer’s pain

The customer’s gain

A customer empathy map can improve your marketing. It can help you understand what keywords would be a better fit for your SEM, what content works, should you be doing paid social etc. otherwise you are just guessing.

It has become a lot more affordable to do UX test, you can get 10 videos of tests from whatusersdo.com for £300 and add filter questions to who gets the test so your matching to your target audiences.

Usabilityhub.com can give you insights on things like your navigation, or click tests for your latest DM campaign or landing page, responses start at $1 per response. $1! Cheap as chips.

Does it work?

I asked Timi Olotu, Senior Writer & Content Strategist for What Users Do, he shared a case study from Pan Macmillian, they increased click throughs to book retailers by 400% after watching user tests struggle with completing their business goals.

“It’s amazing the things we can overlook when we become acclimatised to our own sites or lack the mindset of a user genuinely in need of a solution. For example, Pan Macmillan – one of the world’s largest publishers and B2B businesses – increased click-through to book retailers by 400%, simply by adding a ‘Buy' button next to book descriptions. The company never had these because the site was traditionally considered to be an ‘online catalogue’. But having watched UX testing videos of how people actually use its site, the Pan Macmillan team realised a ‘Buy’ button would not only be great for users, it would also be great for business.” 

2. Not setting up your Analytics to correctly track your leads

This is a very deep subject, but for this guide so I just focused on some of the common issues I have seen with the B2B analytics accounts that you should be giving some attention to.

One of them is not having goals set up on your website.

I do a lot of analytics audits, and teach analytics in a monthly workshop for General Assembly, so I get to see a lot of analytics accounts. From my experience, around 40% of the accounts I see do not have any goals set up on their accounts. This is more down to not understanding how to set up analytics to create the goals. For example, if a goal for you is to submit a form, but that form does not have a destination URL , you need to set up event tracking, and with that, create an event goal. I always say “you don’t know what you don’t know” so don’t kick yourself. Just learn it, and fix it.

Access free Member resource – 10 business to business mistakes guide

This detailed free guide takes you through useful strategies to avoid the 10 most common B2B mistakes..

Access the 10 Business-to-Business Mistakes

You cannot expect anyone to put value on our marketing efforts if you are not able to track and attribute what you are doing. For me, this is a vital part of marketing.

I like to map out the flow of the business through their funnel, from top to bottom, and check what tracking solution they need (based on their website configuration). This is a worthy exercise to do as you may find that you’re not tracking everything correctly for you to understand and find a solution to the questions you are trying to answer.

For example, you have a lot of video content assets and you want to know if they help people convert for a free trial, therefore a micro goal would be ‘watched a video’. So, in your analytics audit you need to check and set up event tracking on your website to see this data.

RACEMacro and Micro GoalsType of tracking needed          In place ? Yes / No ReachScroll ReachEventN ActRead Blog / case study Watch Video Watch Webinar Social Share Live Chat CTA clicksStandard Reporting Event (YT script GTM) Event Event Event EventY N N N Y Y ConvertLead gen- form for content Request Free Video One Month Trial Create Account Watch Video (how to get started) Contact form (enterprise accounts)Event Event Event Destination Event DestinationY Y Y Y N Y EngageLog into SaaS accountEventN

In the guide, I talk about Event Tracking, Segmentation, Custom Dimensions and Data Import, so download and have a read!

3. Not testing improvements

“We don’t use A/B tests to pick winners. We use them to avoid losers as we stack confirmed winners”. @growthtactics

When you have FREE tools like Googles Optimize, Convert.com or Optimizely for your website, and nearly all campaign programs from Adwords to email have FREE options to test, and people are STILL not doing it. A few small changes is all it can take to make your marketing efforts go further. We all have a leaky bucket, wouldn't it be nice to understand what is stopping people from converting?

AB testing is not just for ecommerce testing to see if a man holding the shoe gets more people to convert that a woman holding the shoe. You should be testing everything, all the time. Make it a company culture.

You can test anything, and you can make an impact just playing around with words. Don't believe me, here are some A/B tests I did for a hotel company targeting B2B bookings. If we used the word star instead of using an asterisk I got more sales, it was a simple as that.

When it comes to testing, it can be easy to get lost in the sheer volume of “where the hell do I start”

I am a big fan of Widerfunnels PIE framework, as it really helps you to understand where you should be focusing your attention.

You need to rank each page with a score out of 10 over these 3 areas.

Potential – How much potential for a conversion rate increase does this testing opportunity have?

Importance – How important is this page? How many visitors will be impacted from the test? What is the traffic volume? What is the cost of the traffic? What is the quality of the traffic? What is the impact on ROI?

Ease – How easy is it to test on the identified page? What are the barriers, both technical and political, to testing that surround this page.

This gives you your test order.

Download the guide to find out how to create a good hypothesis and see a CRO case study in action.

4. Buying technology and not knowing how you will use it

Sales using one CRM, Marketing using a Marketing Automation tool, both not talking to each other and thinking that some new tech-tool is the magic wand to make things better. It isn’t. You need processes, you need procedures, you need data and content in place for it to work. I have spoken to a few marketing managers recently who are spending time doing admin to add more detail to the database which is just an email address and sometimes a name.

There are loads of cool tech solutions to make our marketing pop. However, if you jump in and buy the technology before you know how you will use it, and how it will fit into your current ecosystem, you can waste money, and actually hinder your sales. The tech works but with no data, it is just an expensive place to hold your mailing list.

I had a good chat about this topic with John Odam-Adjei, founder of Medasi, he has worked for large, multinational technology-oriented transformation projects for large multinational companies and now helps startups and established SMEs take advantage of cloud technologies to better engage customers, reduce their costs and increase profits. To do more with less, if you will.

“It’s really important to have a roadmap when deploying a new solution such as CRM. It doesn’t have to be complex at the start – that tends to happen anyway as the project unfolds. A roadmap is a good tool to hang, discuss and structure ideas for how the new business processes and tools will impact the business. From there, you can craft a project plan to get the outcomes you need.

Download the guide to get the 6 steps to creating a road map.

5. Content Mapping: Aligning content assets to the Sales Funnel

“We are thinking about content marketing as campaigns, we need to do better. 9/10 marketers are doing some content marketing, 50% don’t have a strategy or know what success looks like. On average only 30% of content is effective” Joe Pulizzi, Content Marketing Institute.

You know the drill, create original, relevant content that mirrors your personas pain points, use it to communicate a message to your audience and hope to drive a profitable customer interaction. Blahblahblah.

Content is a meaty subject, and needs to have a defined strategy, you NEED content! It feeds your website, your email programs, your social comms, everything. After you have defined your personas, and worked on your pain points, content themes, and objectives with clear and solid KPIs, I always do an audit.

I see people with an editorial calendar and they think that that is their content strategy. You need to audit your content to the funnel. Why? See what you are missing. I see clients either have too much at the front or back, and they never repurpose. That white paper you want people to download on twitter. That should be an intro to a blog post and a click to email the pdf to your desk which is a better UX and makes your content efforts go further.

6. Using social media as a billboard

"View social media as a two way medium. You have to offer something interesting or valuable in order to garner engagement. Simply broadcasting your offers will put people off. Think immersive store experience vs market trader”. Andrew White, Media Solutions Consultant, Linkedin

Social Media is supposed to be Social

I think there are a lot of brands, that see social media as a channel to broadcast their marketing messages. Personally, I think that we have become a little jaded and don’t ‘trust’ brands and their social content, and some brands struggle to have a unified and authentic brand voice on social media.

If a brand is using social as a broadcast channel, then that brand voice will never be heard. You need to understand your audience, how they use social media, and max this out with empathy. This is hard to do as you may need to let go of some of the control and be media neutral putting yourself in the shoes of your customers.

B2B brands that do social really well.

Intel on Facebook to celebrate the diversity of its own engineers. It called attention to the strength of Intel’s corporate culture and surely went a long way toward helping its recruitment efforts.

Oracle used Twitter to really show their 440,000 followers its philanthropy side, gives prospects, customers, and potential staff a chance to see a softer side to the brand.

7. Not cleaning your database

Hands up. Who has a data strategy?

It is not the most glam of all marketing tasks, but your data is the blood that runs through your marketing body, and your blood may be a little toxic. Having a data strategy and process of how you manage data will keep your blood flow moving in the right direction.

You have all heard the phrase that B2B data decays faster than B2C, around 25% of your data, on average, will be dead in a year, job moves and changes, that sort of thing, yet you will still meet businesses that have NEVER cleaned their data.

Data is just a proxy for people and the truth is, you can not do email, CRM, Direct Marketing campaigns to your prospects and customers if your data is poor.

Crap in, crap out.

The term dirty data was created for a reason, and you should be scared by it. But what to do? The first step to recovery is to define a data strategy.

Step 1- Do an audit

Step 2- De dupe

Step 3 – Check and honor preferences

Step 4- Enrich your dataset.

Step 5 -Write as formal document

Download the guide to find out what is involved in each step of a data audit.

8. Not following best practices in Organic or Paid Search

Search is a high intent channel, people head over to Google and are actively looking for information, you may have the best product, super smart website, but if no one can find you, you don’t catch any fish and will go hungry.

PPC

2016 saw quite a large change to Adwords in the form of expanded text ads. You have until January 2017 to edit all of your PPC adverts before they roll over to the new format. Previously we had headlines of up to 30 characters, a single description of up to 80 characters.   Now you have almost a 50% increase in the amount of space for your adverts.

Do an audit and tweak your ads also check for ad extensions and site links, You can use site links to drive people to different pages on your website, you can use call out extensions for specific value proposition messages, you can have all localization extensions to show where your business is located, what time you open till etc.

Remarketing

I am a big fan of remarketing, actually let me rephrase that, I am a big fan of people that don't do sloppy remarketing. I am referring to the business that follow me around the web like a little lost puppy based on the notion that I came to your website and didn't convert your big-hitting-we-are- going-to-die macro conversion……. so they stalk me. What's worse is when I actually convert and fill out your damn form or buy your products and services, you still follow me around the web.

You can build very clever bespoke remarketing lists based on the actions of your users on your website by creating segments and using these to build your remarketing lists.

Organic

I've always believed that as long as you adhering to Google best practice guidelines in creating and setting up your web site and you're producing valuable relevant content that people want to read and the people want to link to, then you're all good. There is a tool called Screaming Frog which is free to use and it will pull all of your web pages, the title tags, alt tags, meta descriptions, keywords for you to export as an Excel document for you to audit and tidy up your house.

“Only 3% of searches have the classic 10 blue links” Rand Fishkin, MozCon 2016

3% of searches show 10 blue links, I had to reread it, and what do we all ask for? ‘Hi SEO team, can I rank #1 for this page……” Download the guide to read how to use keyword research to improve your organic reach and find opportunities to rank within the SERP features.

9. Care sales copy

Yes, it is b2b, but that does not equal boring, b2b is personable there is a human emotional element as well as rational. You can have fun, you can improve your writing with storytelling, you can make better use of your email campaigns without making it all about the sale.

The problem with this is that your customers really don't want to listen to all the wonderful features and benefits of your products and services they just don't care enough. You need to bring storytelling to the table and inspire people to behave differently.

DropBox is a great example of using storytelling to connect to an audience, because the truth is your customers will relate better to the story if it can identify with the characters or personalities within.   Drew Houston the founder of Dropbox could have just started with the story of “we have invented a file hosting system offering a personal cloud as a service”. Back in 2007 people didn't really understand what a cloud was, the FAB message didn't stick. So instead he opted to start with a story that his target prospects could identify with and that story started by reminding people about the frustration of leaving behind USB sticks or being given a USB stick which might have made you worry about getting a nasty virus on your laptop and then he started talking about Dropbox .

How do you write customer centric converting copy? Yep, you guessed it, dowload to the guide for the tips.

10-Not aligning Sales and Marketing

Small or large , there is always some silo behaviour between work streams, but for us all to get along and achieve the same company wide objectives you need to work together. Sales and marketing need to align, agree on what a MQL is and when to hand over to sales, what is the user flow for that.

Could you have a service level agreement between the two departments and work together to master the technology you are using to manage your prospects and customers.

Could you have a service level agreement between the two departments and work together to master the technology you are using to manage your prospects and customers?

Your SLA document aims at providing mutual accountability by agreeing project plans and responsibilities together at the start of any marketing programs or campaigns through to what sales intend to do with leads when they get their hands on them.

Ideas for your SLA:

Quotas: how many leads do marketing need to deliver to sales over a set period.

Define what a lead is: all data is not equal, therefore not all leads are created equal. Agree with sales what a qualified lead looks like and either set this up in your automation system or take a spreadsheet approach.

Timescales for follow-up – agree what the follow-up will look like and within what time scales this will be completed. Do prospects get a welcome email as soon as they fill out a form, when will someone call if they request a call back?

Map strategy and tactics to RACE to visualize activity to achieve goals together. I have found this very powerful for the whole company to see how each cog turns the wheel, and to expand on this and identify how marketing is going to find customers, how they will manage the leads, and when they hand over to sales.

from Blog – Smart Insights http://www.smartinsights.com/b2b-digital-marketing/b2b-strategy/top-10-mistakes-b2b-marketing/

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