How to Run Cost-Effective B2B Online Marketing Campaigns?
Times are tough. The economic fallout resulting from the COVID-19 pandemic has been disastrous as consumers and businesses alike have changed their buying and spending habits to survive.
The challenge now is to do more with less. Adapting to a changing landscape will help your business now and in the future by utilizing cost-saving techniques that have fantastic ROIs.
B2B Marketing, Step-By-Step
To ensure you’re not wasting your budget on tactics that don’t work, it’s important to make a blueprint for how the campaign is going to run with solid goals in mind.
Step 1: What are you promoting?
This is where you get to define the unique selling points of your campaign. Are you launching a new product, rebranding, or trying to generate new leads?
Whatever the goal of the campaign, it’s important to determine how your product is superior and why anyone would care about the new buzz you want to promote.
Step 2: Learn about the marketplace
Getting to know your prospects, their pain points, and their needs will help tailor your message precisely to the people that you want to hear it.
Step 3: Spell out your message
With the audience in mind and the promotion in-hand, now it’s possible to define a clear and persuasive message for your soon-to-be customers.
Step 4: Create a game plan
It’s important to start out with clear goals and KPIs for your campaign. With this information and your knowledge of your prospect’s behavior, you can create an effective workflow of marketing and remarketing techniques.
Step 5: Launch, test, measure, repeat
Running a successful B2B Online Marketing campaign doesn’t have to take up all of your time and resources or break the bank. Results are the goal and so before you even start thinking about your potential customers, begin by creating a plan of action to keep costs low and your team on-track.
Share Your Story
Visual media has been on the rise for marketers since the first bulb televisions began to replace radios and its importance in marketing strategy has only increased over time.
The social media giants recognize this and if you’re not tapping into visual media, then you’re wasting money. And this counts double for video marketing. According to optinmonster.com, 71% of B2B marketers use video marketing as a tool, and 95% plan to increase or maintain their video marketing budget.
Even if you’re new to video, it’s incredibly easy to get started. You can even find free stock videos online to help keep your budget low. It’s the message that counts and sharing effective video content with your potential customers is a great way to get the word out, build rapport, and start earning their business.
Get the Word Out
Two of the most cost-effective methods for B2B marketing are simple SEO and growing your email subscribers. In fact, email has the highest ROI of any B2B marketing option.
Finding your clients’ pain points, blogging about it, and promoting yourself as a thought leader in the industry is an excellent way to have new clients come to you. This includes networking for guest posting opportunities as well. Sharing information and obtaining backlinks also enhances your site’s search engine ranking.
If hiring a blogger isn’t in the budget or it doesn’t fit within the framework of your industry, consider putting on-site testimonials from past clients directly on your landing pages. This is a proven technique to build trust and subsequently, the client is more likely to review your business on Google, further boosting your SEO.
Follow the Leaders
There you have it. A bite-size blueprint to your next successful B2B online marketing campaign. But don’t just take our word for it. Some of the biggest and most successful businesses out there are following the same approach with incredible results.
For a truly cost-effective case study, look no further than New Breed. They were able to create a simple video using a handheld camera around their office and edit it together to push their message. For their efforts, they noted a 33% increase in conversions, not to mention the time it took to close the deal was cut in half.
Slack’s B2B marketing campaign ad is a great example of how a simple YouTube video can be utilized as a B2B tool. This kind of marketing is not only for B2C. B2B marketers have seen big boosts on returns by using quick, straightforward videos that humanize a business as they educate.
Real Results for Less Spend
With a straightforward plan, clear-cut objectives, and inexpensive marketing tools, it’s never been easier to stay competitive, even in a difficult economic landscape.