Though the marketing system’s digital transformation has evolved the industry a lot, it has also created several complications in the process. With new marketing system platforms emerging now and then, and with various marketing channels along with a wide range of audience segments to target, digital marketing can be overwhelming. Marketers also need to build diverse messages and offers for every segment of the audience. With so much to do and more, marketers often make and repeat mistakes of deploying all the resources into their non-strategically planned marketing campaigns and eventually spend more time and resources in rectifying them.
Making such mistakes in B2B marketing results in deterring and delaying campaign performance. B2B marketers need to avoid making such mistakes and implement the right marketing strategy to yield positive marketing results. To help you identify the most common marketing mistake that you might also be doing, here is a list of the four worst and most common things to prioritize in your attempts to avoid making B2B marketing mistakes:
Assuming guest posting is not about quality, but quantity:
As search engine algorithms are evolving, merely producing and posting a high number of guest posts without focusing on the articles’ quality will not bring you more traffic. This will not also improve your reader base as renowned sites with high traffic do not accept poor quality articles. Guest posting is growing to be a popular marketing medium and to stay ahead of your competitors, you need to focus both on the quality and quantity of the articles. Create better quality and original content and highlight those posts from the portfolio section of your website.
Forgetting Social Media Channels:
Social media is no more just about creating a social connection with friends and B2C promotion. All businesses use social media, not only to create their brand image but also to create a professional connection. B2B marketers often overlook these opportunities and ignore social media marketing. If used strategically, social media marketing can also bring benefits to B2B businesses. It gives them adequate opportunities to target the right audience at the right time and frequency with messages related to promoting events and special offers, and more. Moreover, with the recent influence of social media, it has become an easy way to reach your target audience, irrespective of the segment.
Mirroring What Your Competitors Do:
It is important to have an in-depth analysis of previous marketing approaches’ customer insights and performance to decide your campaign marketing channel to ensure revenue growth. But marketers often mistake mirroring other businesses and competitors to use the same marketing strategy. Remember, it is the product that impacts your marketing goals and your customer base, and not the industry. You need to understand which platforms will work the best for your target market and how that audience is engaging on social channels. There is no point wasting your resources and time on channels and strategies which have not given any significant results in your segment and your previous campaigns.
Not Practicing Personalization:
Writing generic messages for blast emails or creating the same copy for multi-channel marketing will add no value to your digital marketing campaign. Organizations these days ignore messages that are not specific to their problems. B2B marketing content that targets a broad range of audiences is less engaging than personalized content. Therefore try to personalize messages based on the customer interest and stage of buying cycle for individual contacts. You need to optimize your marketing approaches according to each segment with specific information and the type of content they need to move to sales reps.
Besides avoiding these commonly made mistakes, B2B marketers need to make sure that they follow a rigorous A/B testing practice to make sure the campaign is working the way it should. Testing every part of your marketing process before and even after the launch will improve your targeting efforts by increasing customer engagement and revenue generation.
