The current global economy has been a tough place for quite some time, and this week's events on Wall Street aren't providing any reassurance that things will pick up any time soon. Jen Doyle, Senior Research Manager, MarketingSherpa, and I had a recent chat on this very subject.
Tight resources include time, staffing and budgets, and Jen says, “Because of this, the quick fix is sought after. A customer-centric approach to lead generation will help uncover exactly what content your customers want to receive.
This chart is from the MarketingSherpa 2011 B2B Marketing Advanced Practices Handbook, of which Jen is the lead author.
There is a growing trend of utilizing inbound marketing tactics that is demonstrated in the above chart.
The top-rated tactic is website design, management and optimization, partly due to the growing popularity of inbound marketing tactics. Social media is undervalued in terms of effectiveness — a result of the infancy of this marketing tactic. If your organization is afraid of social media, you should start looking for a new employer.
The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. As with any endeavour, good planning is essential to increase the likelihood of a successful outcome. Having a Digital Marketing Strategy does not mean one has to to include each and every element described below (click on the digital marketing strategy schematic below to enlarge). MGL Marketing can help you develop or optimise a Digital Marketing Strategy tailored for your business for maximum budget efficiencies and optimised marketing effectiveness. Contact us today for more information on our wide range of online and integrated offline marketing services. LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, asi como para ofrecer publicidad relevante. Make the most of your time on LinkedIn with our daily playbook for killing it with content. Does your 2015 content marketing strategy benefit from the use of a variety of B2B content marketing tactics?
Before you answer, let’s examine the tactics used by other content marketers according to Content Marketing Institute and MarketingProfs’s 2015 B2B Content Marketing Budgets, Benchmarks and Trends for North America to see how your efforts measure up against your peers.
An effective content marketing strategy requires a mix of different content marketing tactics. While high production value videos can be expensive, consider using a smartphone or computer to create engaging content. Add images in the form of illustrations and photographs to text content to keep readers engaged longer.
Intuitively this makes sense since it warms up sales leads by providing information prospects seek, especially those doing the initial purchase research. Webinars are epic pieces of content so plan your reuse in advance to maximize your results and investment. While often an individual endeavor, it helps to have a company and related events supporting your efforts to get published. Digital magazines take advantage of the ability to hyperlink and provide additional information. Games and gamification tend to be more consumer-oriented making this tactic less attractive to B2B marketers. Before you rush to add all 24 of these 2015 B2B content marketing tactics to your marketing plans, examine which rank top. In-person events are the top ranked B2B content marketing tactic for the fifth consecutive year. Your content marketing strategy benefits from using a mix of 2015 B2B content marketing tactics. When selecting a specific tactic, determine how it will help you to reach your target audience to achieve your business objectives.
To be competitive, plan 1 to 2 content marketing initiatives per month and integrate them into your editorial calendar.
Which B2B content marketing tactics are at the top of your 2015 content marketing list and why? This 7-step process will help you define and refine your 2016 business growth goals and segment them into achievable marketing objectives. You’ve set personal resolutions for yourself this year, but what about setting goals for your business? Subscribe to receive notice of each new actionable marketing post delivered free, directly to your inbox.
Tags Andy Crestodina, B2B, Chart, Gini Dietrich, Lee Odden, Mike Stelzner, Neil Patel, Pat Flynn, Social Media Examiner. Couldn't make it to Social Media Marketing World 2016?Get all the sessions with the SMMW16 Virtual Pass. The Actionable Marketing Guide participates in the following affiliate marketing programs to bring you great products and services.
Most marketers will increase their 2015 content marketing investment (76% to be exact); however, only a select number of them will succeed by creating a sound strategy.
In this 70+ page guide, you'll learn what tactical maneuvers are being made by ~600 marketing organizations, including guidance on what you can do to differentiate your own content marketing strategy.
How will leading marketing teams change their content marketing staff and processes in 2015?
Fueling social media growth and search optimization, content marketing is on a growth trajectory. Take a look at some of the significant elements of content marketing strategies B2B and B2C marketers use and you’ll find their approaches are strikingly similar. Here are five salient points that emerged from the results of the 2013 Content Marketing Benchmarks, Budgets and Trends by Content Marketing Institute and MarketingProfs. Top on both B2B and B2C marketers lists of favorite content marketing formats are social media (excluding blogs), articles on own website and enewsletters. Both B2B and B2C marketers use social media as a distribution channel for their content marketing.
All marketers are challenged to create a sufficient amount of content marketing as well as content that’s engaging. In terms of marketing budgets, over half of both B2B and B2C marketers are increasing their content marketing spend. B2B companies spend slightly more of their marketing budgets on content marketing than B2C companies, 33% versus 27%. Interestingly, micro-size B2B marketers dedicate more of their budget to content marketing than their B2C counterparts.
While the target audience and how they purchase are significantly different for B2B and B2C marketers, their use of content marketing is relatively similar in approach.
Do you think that there’s a significant difference between how B2B marketers and B2C marketers approach content marketing? When it comes to email marketing, events have the lowest click-to-open ratio of any industry (at 7.66%).
Although most online event marketing tactics still provide a great return-on-investment (just look at the stats here), the results above show that, as more and more people market their wares and their events online, there is more and more competition for people’s eyeballs and there is more online noise that potentially drowns out your message.


Before there was Twitter, Facebook, LinkedIn and Google+ to spread the word, there was, well, PEOPLE ACTUALLY TALKING TO EACH OTHER. Well, let me get past being overly sarcastic and say that this is where coming up with great reasons to attend your event works wonders. Basically, you will get great word-of-mouth both offline and online if your value propositions and event drivers are worthy enough to stir up interest. This tactic started to fall out of favor about 15 years ago when email marketing campaigns became so easy to implement and so inexpensive. In addition, because so many people have jumped on the Internet and email marketing bandwagon over the last 10 years, the volume of direct mail that your potential attendees receive has dropped dramatically, making your missives much more visible in their literal, tangible inboxes. Another great thing about direct mail as a valuable offline event marketing tactic is that it’s also easier to implement than ever before. Often the best place to promote your upcoming event is at another event with an audience similar to your event. Marketing through professional associates and organizations is usually a game of negotiation. This type of marketing works best when the focus of your event and the goals of the organization align.
One thing to remember about partnering with associations or organizations for your offline event marketing efforts is that both parties need to see value in the relationship. Many people in the events industry are naturally fluid public speakers and wouldn’t think twice about taking the stage to promote their upcoming event. On these occasions, you may want to ask the event promoters if you can also promote your upcoming event at some point during your speech or presentation.
The great thing about speaking engagements is that you are instantly seen as a person of authority and a subject-matter expert, and so the things you mention at the podium are given more consideration than if they were uttered by a random stranger.
So try out these 5 offline marketing tactics for events when you are looking for fresh event marketing alternatives, and let us know if you have any good suggestions of your own in the comments below. Get Great Tips, Insights and Advice Every WeekSign up for our Best-of-the-Blog eNewsletter and we will email you the latest posts every week. Get Great Tips, Insights and Advice Every WeekSign up for our Best-of-the-Blog eNewsletter and we will email with the latest posts every week. Throw in a bleak forecast from the federal government, and it's enough to make a marketer wonder which way to turn.Jen Doyle, Senior Research Manager, MarketingSherpa, and I had a recent chat on this very subject.
Throw in a bleak forecast from the federal government, and it’s enough to make a marketer wonder which way to turn. Testing and optimization can be used to find a winning value proposition; and a culture of testing keeps efforts fresh and allows them to meet the needs and desires of a changing market. Inbound tactics like search and social media drive traffic back to the hub, or an organization’s website, for conversion.
As B2B marketers become more mature with their social marketing practices, perceptions on the effectiveness of this tactic will improve. Now is great time to take stock of some of the most basic marketing elements – generating and nurturing leads, and optimizing the entire funnel to drive revenue. Its has been proven, where  an overall strategy is developed, in which each tactic and action activity compliments the other, coherency of your messages and overall effectiveness of your marketing is greatly enhanced. Tactics without strategy is the noise before defeat..Sun TzuWhat is a digital marketing strategy? To ensure your 2015 content marketing is on track to succeed, here’s the 24 top 2015 content marketing tactics with recommended actionable content marketing tactics.
To increase your content marketing effectiveness, adapt and optimize it for each social media site. Use short paragraphs and bolding as well as  keyword focused information and strong navigation. Orbit Media’s Andy Crestodina made this recommendation at MarketingProfs 2014 Marketing B2B Forum. Showing how other companies use your offering helps prospects make the business case for selecting your firm. For example, Spin Sucks’s Gini Dietrich answers 1 question a week on Facebook using a short video created on her laptop.
For example, Kelly Services converted 1 white paper into 3 SlideShares yielding 250 sales qualified leads. Neil Patel reinforces this point by reporting that his infographic has resulted in lower results over time. Since email address capture is a prime benefit of this tactic, leverage this opportunity by having your emails ready to send after your webinar is over.
Make use of the tool related to getting prospects further into your content as a sales lead. Business professionals, like Content Marketing Institute‘s Chief Content Officer, have created targeted print magazines. Even top B2B marketers get behind the scenes support to maximize the reach and productivity of their print books. In addition to third party and social media promotion, spotlight your podcast on your website, blog and emailings. I've just returned from San Diego where I presented a workshop session on Blogging at Social Media Marketing World 2016. Creating marketing goals increases your chances of achieving them – so do yourself a favor this year and set yourself up for success. Next on their lists are blogs, video, in-person events and articles on third party websites. Both types of marketers use the top six social media platforms, namely Facebook, Twitter, YouTube, LinkedIn, Google+ and Pinterest.
B2B marketers’ use of Pinterest is interesting and may signal the next growth phase of the platform beyond its initial target users.
It’s important to understand that the professional network is important for positioning your firm to attract and keep employees as well as other business connections such as sales, suppliers and distributors.
While it makes sense that B2B marketers spend more on content marketing, what’s surprising is that B2B marketers don’t dedicate a significantly larger portion of their budget to content marketing because they’ve historically used content marketing in the form of live events, white papers and articles.
This also makes sense because B2C marketing initiatives, regardless of size, still require some level of promotion and advertising.
There are people at the other end of your marketing regardless of whether you’re a B2B or B2C business. Tactics like marketing via search engines, email, social media and blogging have become so popular that we often forget that there are proven offline marketing tactics for events just waiting to be used. For example, people are more likely to spread the word about your event when you have booked an amazing speaker or entertainer.
Local print shops and mailing houses will bend over backwards to land new customers, and online printing companies like VistaPrint  and PrintPlace provide good discounts and fast service on postcard printing and direct mailing.
First, the people in attendance have proven that they enjoy devoting their time to attending events. For starters, contact the event organizers and see if they are open to any type of cross promotion between events.
Often they have an audience of members who are very receptive to the communications and recommendations they receive from the organization. For example, if your event is a fundraiser for a local animal shelter, your local veterinary association may be a great partner to seek out for cross promotions (vets with sizeable disposable incomes can make wonderful donors).


You may need to go back to this partner again if you have a recurring event or similar events, so you want them to get as much out of the relationship as you do. In addition, you or your colleagues may be asked on occasion to speak on a topic that is familiar to you. With an increased level of inbound traffic, even marginal gains in website conversion rate can have a great impact on the number of leads generated and an organization’s and bottom line. It’s important to combine a number of marketing tactics to not only see what works, but to put yourself out there in different ways to accomplish certain goals.
Have sales and marketing go to lunch each month and task one person to keep a log of the discussion, formulate a plan to enact some of the best ideas. Better would be to bring in an expert to determine a strategy, get you launched, and be available for calls and consults when you get stuck.
The E-Consultancy schematic below  illustrates the operating procedures and management processes required for successful Digital Marketing planning and its integration to existing marketing and business structures. Sometimes, in the rush to action, Digital Marketing Strategy can often be overlooked as businesses focus on the individual tactics of specific media channels such as SEO, PPC and Social Media Marketing. We can advise and help you every step of the way with your marketing planning and budget efficiency.
Consulta nuestras Condiciones de uso y nuestra Politica de privacidad para mas informacion. Consulta nuestra Politica de privacidad y nuestras Condiciones de uso para mas informacion. For example, MarketingProfs 2014 Marketing B2B Forum used a mobile app to provide information and get attendees engaged during their recent conference. Post them on YouTube to support search because it’s the second largest search engine and has massive reach.
Despite the five-percentage point difference, it’s a well established element of most marketing plans. In this next tier, B2B marketers use case studies and white papers while B2C marketers use mobile content and mobile apps. Further, a significant portion of that time is on social media where interaction is expected. Underlying these findings is the fact that both B2B and B2C marketers need content marketing to feed their social media and search strategies.
And what magical fairy dust did you sprinkle on people to get them to actually talk to each other either face-to-face or on the phone about your event?
Or when you are offering an exotic and interesting menu (foodie culture is thriving right now). You may need to entice them with free attendance or some spiffs, but it’s always worth reaching out to them and asking them to spread the word for your event, especially if your event theme or focus is in their wheelhouse. Second, they probably are on the lookout for other similar events, so this is a great time to plant that seed in their head about your event.
See if they are open to mentioning your event from the stage and allow you to either say a few words or set up a table or booth to promote your event. And very often they also have a need for money to fund their own events and membership offerings. Usually, once you have found common ground with the organization, the horsetrading begins, so you should decide what you are willing to offer. For example: You sold a product that costs $297, you get paid 30% comissions, which will be $89. You acquire an email address in return to continue to build the relationship with additional content.
What do you think would be the best way for a B2B company like ours to improve presence and engagement? And even if this costs you some money for booth space or advertising, you can hopefully more than recoup your costs by registering as many attendees as possible on premise at the event.
However, if you are asked to speak at a local club or industry event about the latest wedding trends, you may want to ask if you can also mention your bridal show and make that part of the negotiation for appearing. Naturally, they should be made in line with your Business Goals – We’re not about to tell you about go about determining a business strategy – but suffice to say your digital marketing activity should run in parallel (and very closely knit with) the overriding businesses goals that you have laid down.To be clear, as we hear this way too often, “to sell more” is not a legitimate strategic goal. You have so many great suggestions here but it’s difficult to pick one or two to add to our existing strategy! B2B marketers need to reach decision makers, influencers and senior executives while B2C marketers need to reach consumers when they’re making their purchasing decisions. If that was all you wanted, then spend 10 million quid on PPC and I guarantee that you will sell more.
That strategy is as impractical as the goal itself.An example of a legitimate goal is to “raise revenues by 10% whilst retaining our current profit margins”.
But whatever you decide to give away, what you must get in return at minimum is inclusion of your event details in at least a few of their member communications (and the more mentions the better, because marketing is vastly more effective when people see your message repeatedly). Add a timeframe on there, (ie “within 12 months”) and you have you’ve a specific point of time at which your strategy can be reviewed.It’s worth noting, that your aims can be very simple. In themselves, they are often very simple component activities that are unlikely to be enough on their own to achieve anything substantial. They are things like the posting of social updates, the setting up of a PPC campaign or the sending of email shots – repeatable activities that can be done time and time again either by marketing staff or agency executives.Where many site and business owners slip up, is they hear of a successful tactics in the media (social media being a classic case) and insist on  doing it with little other thought given to why to do it. A Lot of tactics are simple in complexity but time consuming to do but should not be overlooked.StrategyIf you have a goal and you have an armory of tactics, the strategy is the bit that ties the two together. Even simple things like the resources to build re-marketing banners for promotional periods are too often overlooked.It is better to have a two or three tactics that are working well, then a bunch of half assed attempts at marketing that are all falling below par. The person answering the phones is as important as the person writing the adverts who as vital as the person shipping the products on time. Your customers only see your company – they don’t usually care who is behind any specific interaction.So if a long term strategy really does touch on all aspects of a business, ultimately it is the senior managers of that business who are responsible. Multi-channel agencies will tend to have a fairly eclectic range of options and agencies with one specialist skill set (PPC agencies or pure development agencies) will of course rely on that singular tactic. Usually, your assets are the biggest influence on the success of your business – they are the very substance of your enterprise. Before undergoing any campaign a hypothesis of the outcome will need should be established and you need to ensure the ability to be able to check on success or failure.It is fair to say that often, there is an element of guesswork as to a campaigns expected outcomes. But without analysis, how can the campaign be improved?ContentWhat your users see is pretty important – if you don’t have content, you don’t have anything.
There are very few tactics that don’t require at least some sort of content to be placed somewhere – even PPC campaigns require ad copy and a page to send a user to.ChannelsThis is where the traffic arrives from and they are their akin to the tactics that you’re going to employ. If your strategy is simply growth based, then your channels will be complemented with expanding assets.CostsThere are costs for everything and a digital marketing strategy is no different. Being agile and adaptive is essential as a lot of digital activity is taken up simply with reacting to unexpected business demands.Once a business is established though, unless it happy “treading water” (a perfectly reasonable aim for lifestyle businesses!)  the challenge moves onto achieving specific goals that help to step-change operations. This may be for as simple as how to pay for additional member of staff to allow the overworked owners take a less hands on approach or it may be grander, eg to help fund a large purchase or national chain of shops.Example…As a very simple exercise, let’s assume Example Company has just invested in a new widget machine for ?50,000 – part of their business strategy requires them to have paid off a bridging loan for that investment.
It also estimates to generate 130 inquiries of which 33 will be converted generating gross sales of ?97,500 and net income of ?75,000 – helping achieve the goal of paying off the bridging loan in 6 months.What this strategy gives Example Company, is far more than a hit and hope set of tactics. How do all the digital marketing options available combine together to help achieve business goals.



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