How do you choose the best digital marketing channels for B2B?

One thing I've found helpful is to keep in mind that knowing your audience means showing up in places you know they will be - even if on the surface that doesn't seem to make sense for your industry. With the right content strategy, you can show up in new and unexpected ways using the full array of platforms that your audience is likely using.

The first step to choosing the right digital marketing channels is to know thyself. Understand what is your authentic story, who are you? What is your place of deep expertise, interest and passion? What can you tap within yourself where your confidence and stamina are natural and then you can share what you know with others? How can you use this to grow your own professional brand? Then, choose the channels where your content aligns with (or disrupts the) content you see on the channels. You can use this method as a first step or a pivot into creating fresh audience growth. You may also stumble into undiscovered audiences by sharing your passion, which creates opportunity to add more segments to the audiences you've already identified.

The best channels are going to be determined by your goals and your audience. You have to understand what you're trying to achieve and consider which channels could help you do that - raising brand awareness vs driving upsell within your existing customer set will most likely use different channels. You then need to understand your audience, different personas may prefer different channels. If you're focused on growing an account vs 1:many you will chose channels differently. Then you test, learn and optimize. For me it's less about the what but how you use channels effectively.

The first step is to identify your audience and then further segment them on the basis of dimensions. Try to be really specific about your audience especially behaviour wise. This way you can target the right audience at the right time.

The first step is to identify your audience and then further segment them on the basis of dimensions. Try to be really specific about your audience especially behaviour wise. This way you can target the right audience at the right time.

Reason number 1 why b2b marketing campaigns fail. Knowing my target group is crucial because I only want to spend my euros on THE target group that CAN and WANTS to afford my offer. In B2B marketing, you not only define your dream company, but also your dream buyer persona comitee.

You have a segment of customers today that LOVE you. To win at B2B marketing, you must discover the reason why. You can invest the time to identify your ideal customers. Once you know who they are, you can learn where they like to hang out online. The goal is to be seen as the go-to resource for this group of ideal customers. Here are some steps we use with clients: -Profile your best and most profitable customers -Look for common pains and similar buying journey -Learn why they said 'yes' to your solution -Discover where they heard about you initially -Ask them how they stay up to date on there and your industry

I agree with Paul - the focus needs to start with your customer. Knowing their drivers, their detractors, and what “gets them off the fence” is the baseline for any channel selection strategy. That said, the other half of your research needs to be focused on your competition and where they exist online. Take a look at your top 3 to 5 competitors, see which marketing channels they’re using and how they are leveraging them to connect with their audience. Do they use some for PR, do they use others for direct marketing or ads? Where do they focus for content shares & event invites? Combine this info with what you know about your target audience and you’ll identify the best channels to get the most reach and engagement.

I am on this, First we have to understand who are they, Where do they spend time, what are their interests.. Mostly or commonly people do research a lot before they make some decisions, we have to focus on this a lot. ( Product Reviews, Service Reviews, Support, Influencer Messaging etc ) By this you can figure out what messaging has to go in where...

Knowing your audience is critical, but your audience may not always be who you think they are. Leveraging multi-variate audience testing is a great way to both validation your assumptions about your core audience while also identifying potentially hidden gem audiences that engage with your content or brand offering but don't necessarily stand out in your insights or research as being in your core demographic.

𝐀𝐥𝐥 𝐠𝐨𝐨𝐝 𝐩𝐥𝐚𝐧𝐬 𝐦𝐮𝐬𝐭 𝐢𝐧𝐜𝐥𝐮𝐝𝐞 -Key objectives that tie to overall corporate objectives. -Strategy/plan on how you will achieve this -High-level tactics to communicate what you need to do -Key Performance Indicators to show how you will measure success 𝐃𝐞𝐜𝐢𝐝𝐞 𝐰𝐡𝐢𝐜𝐡 𝐥𝐞𝐯𝐞𝐫(𝐬) 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐮𝐬𝐞 𝐭𝐨 𝐠𝐫𝐨𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 (𝐭𝐡𝐞𝐫𝐞 𝐚𝐫𝐞 𝐨𝐧𝐥𝐲 4) 1. New customers 2. Increase sales price/average order 3. Improve retention 4. Grow customer upsells Once you understand these from a corporate objective, you can develop tactics and KPIs for achieving them.

In my experience, I start with where do I need to be: - in the next six months, or next year, with revenue to stay solvent and profitable - where did I succeed in my best year, and can it be replicated and why - what happened during my worst year, and how can it be prevented again (ie., saying no to lower paying opportunities; saying no (or finding a gracious way out if you've already signed) to customers that you realize don't "get" you or your mission or company vision. These type of questions can help you decide if you can keep on with what you've been reaching for, or throw it all out to refuel and restart. You may realize after a goals refresh, that you need to exclusively focus on staff ambassador content strategy programs.

Goals are key, but let's not forget about aligning them with your sales funnel. SEO for awareness? Sure. But don't sleep on PPC for quick wins in lead generation. And remember, if you can't measure it, you can't improve it!

This is where you need to take off your marketing hat and start thinking like a business owner or sales leader. Connect with your CEO and CRO to find out what the business goals are for the next year, and reverse engineer, your marketing strategy to target those growth and sales goals. Ensure that your messaging and creative are set to achieve those goals, and that you have trackable, clear KPI’s in place before you launch any campaigns.

In my experience you need to clearly communicate your USP. What makes your product or service better? How does it benefit a prospect more? There are thousands providing the same solution don’t be afraid to stand out or be different.

True, But I want to add one point. We need to be precise, we should have SMART Goals, not either short-term or long term goals. Example: Specific: Increase Followers Measurable: Need 3K Followers Attainable: Which is most likely possible for the team or Person Realistic: As it says it should be realistic, Don't say I have to cross Google Page followers etc. Time Bound : Every goal should be time bound.

Remember that only 10% of your audience is in market at any one point in time. So, although the temptation is to focus your campaign on your product or service - your message could fall on deaf ears for 90%.

Also to define your goals & objective use a spreadsheet or Goal/KPI dashboard. You need this to keep everybody accountable. Here is a simple example for one of my clients: - LinkedIn ads: 20 MQL's/month 10 SQO/month - LinkedIn organic: 15 LinkedIn posts/month - SEO: 5 blog posts/month - 2 podcasts episodes per month At the end of the month you need to sit down with your team and look at the numbers. Didn't succeed? Who is accountable and why. Keep doing this in order to grow.

Imitation is the best form of flattery. And an easy way to start competing. Too often companies sit down to setup a lead generation plan with a blank sheet of paper and hoping to "test and learn" their way through it when there is a wealth of information already available to you: your competitors. Realistically, you are rarely the only person in your competitive space, so start by evaluating competitors channels: see where they are spending most of their time, check SERPs and publicly available databases for their performance, signup for their services to see how they treat their customers. This will not only give you a feel for what works but also where there may be gaps. And help you setup a reasonable MVP for your launch.

It's all about ROI, but remember, not all investments are financial. Time and expertise are equally valuable. Before diving into SEO or video marketing, ask yourself if you've got the chops or need to phone a friend. Sometimes, outsourcing is your best friend.

In my experience, working on a lean budget is the baseline for marketing, not an anomaly. With that in mind, there are tons of freelance resources out there that you can utilize for both creative and content creation for your assets. While it’s great to have a go to team, not every company has that internal capacity and our budget to hire an agency. You can see work samples with most freelance sites so you can gauge the best possible remote team to come on for any particular project or set of projects. You can also see reviews from previous clients to help you decide the best options for your freelance team.

At my agency, when we work on a new account, the first thing we determine is what resources does our new client have to take over the work when we complete it. This is so important to a successful outcome of any assignment we bring in-house. You can typically gauge success when the client has adequately invested in their own staffing, education, knowledge, tools and applications that are needed for great digital marketing. Asking: Do they have a social media governance policy and is their internal editorial approval process seamless or siloed? My company's desire for our clients is to leave them with the tools, knowledge, technical education, intent, mindset and materials to take over the process we have created for their long-term success.

I agree that considering available resources is crucial when choosing digital marketing channels. Hiring agencies can be expensive and may not provide the desired level of attention, especially when you're competing with a brand with a bigger retainer. In-house hiring of copywriters, content specialists, and designers can be a better option, providing ROI and flexibility. Additionally, it's important to avoid trends and focus on what aligns with your goals, and go with your gut when it comes to building your presence on a new platform!

Knowing your resources is critical, but goes much further than knowing the financials, skills, equipment, etc. that you have available or can acquire. It's also about knowing your constraints. What are the obstacles, risks, or flat out non-starters? Are those constraints surmountable (and how) or do they cut the legs out from under an otherwise captivating idea? Two sides of the same coin — absolutely! I agree with Tracie, lean marketing budgets are a common challenge. And like any good jigsaw, you solve challenges by looking at how the assembled pieces and the gaps work together.

If you are new to the market , better try different channels with a small budget for a reasonable.amount of time and choose 1 or 2 Channels which are working great for you... In most of the B2B business ROI doesn't work, try Calculating ROAS, Lifetime Value, Recurring Business or AMC etc and see... It all depends from business to business

I marketing tactic I often see in my industry is companies spreading themselves too thin. They understand where their audience is. So they aim to be everywhere at once. This is a very wrong approach. It stretched their team and resources, not allowing their team to get really good at engaging audiences in one place, before moving onto the next. After outlining where to find audiences, list the locations in order of priority. Start from the top and work your way down. Consider factors such as: how engaging audiences are on each platform, the saturation of competition, the cost and time involved in reaching the audience there, and the resources available to consistently engage that audience over a significant period of time.

Linkedin is one of the most powerful social platform for B2B, partially tweeter and email as well , apart from that i usually tend to experiment lot across the social channels when i usually start working for a new venture!

Test and learn is one of the most important considerations in any digital marketing campaign. Only by spreading your budget across multiple tests can you begin to build an understanding of what is working and what isn't.

Testing is the secret sauce of digital marketing. Never settle! A/B tests, landing page variations, email subject lines – tweak, measure, repeat. What worked yesterday might not work tomorrow. Stay agile, stay data-driven. 📊

Talk to your customers and don't only rely on data from your measurement systems. If you do that, you will misattribute a significant amount of your results to the wrong channels. Create an open field on a form to ask where someone heard about you and/or have your sales team ask that question and enter the information into the CRM. What you're going to find is brand marketing plays a much larger role in the leads that become opportunities and customers than the last touch before a conversion will show. However, keep in mind that certain strategies take time to show results, and if you've launched a new strategy recently, there may be a delay before leads start mentioning it.

Look where no one else is... 👀 This is also a unique opportunity to test channels and strategies that no other company is trying. ✨ You'll want to invest more in the channels that are already producing first. But when your customer are being targeted by so many companies, taking the time to stand out could tremendously pay off. 🙌 What things can you test that make a bigger impact, even if they're not yet scalable? Your audience research and the unique questions you ask here could lead to some of these creative and effective ideas 💡.

Assuming the client has channels properly set up and interconnected, you'll want to audit the channels first for content, UX, consistent messaging, and alignment of brand voice and visual before you touch any content development or digital ad buys. Included in this audit would be GA and some kind of social media management tool like Sprout Social.

True and this is an ongoing process, What ever channel we pick we need to keep on evaluating the performance and try to improve as much as possible.

LinkedIn Ads = the advertising channel for B2B marketing 2024. Nowhere else can you reach and convert decision-makers so precisely. But make sure that the following criteria apply: - B2B products and services, recruiting as well as education and learning offers are a no brainer. Also important: your offer is scalable. - Target group is active on LinkedIn: But B2C products and offers can also work. Important: The target group must be active on the platform and be able to be selected using criteria. - Customer value of 10,000 euros - A media budget of at least 3,000euros/ months is required for the first 3 months for testing and finding a framework.

Organiser des webinaires, permettent de collecter les contacts des intéressés, effectuer des sondages/enquêtes durant le webinaire, présenter son expertise, effectuer une démonstration et proposer ses offres à valeur

For reaching B2B audiences, advertising on industry-specific publications is a great way to build awareness and prime the proverbial pump while creating synergies with your social media strategies. Often, it's not enough for prospects to see your brand in just one or two places, so an omni-channel marketing approach that meets your users in the various places they are is the best way to develop and reinforce top-of-mind awareness for your brand and product offerings.

Sales cycles in B2B tend to be long, ie many months, and leads require nurturing to come to fruition over that time period. How do you nurture a lead? You get their contact info so that you can continuously reach them through owned channels, such as lifecycle marketing with content matched to their stage of the marketing funnel. With that said, your first goal is getting contact info from a lead. The best way to do that is offering something valuable enough that they’d be willing to provide you their information. Ask yourself: what can I offer that is seriously valuable enough that someone will give me their email? Common examples are gated content (ebooks, white papers), and free trials. Try Facebook/LinkedIn Lead Gen products!

Picking the best channel depends on the goal and stage of the buyer journey. Awareness Stage: -The goal is to get your ICP to become aware that you exist and the problem you solve. -Channels: Social, Search, Influencers Evaluation Stage: -The goal is to educate and inform customers on how they can solve their problem -Channels: Social, Search, YouTube, Events Decision Stage: -The goal is to help the customer understand how you are the best option for them. -Channels: Social, Search, Email

𝐖𝐡𝐲 𝐮𝐬𝐞 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠? Attracting new clients with informative and useful content crafted on their needs, with a touch of entertainment, is both creative and exciting. Simple Recipe Attract, provide informative value, entertain, engage with new B2B leads, convert them into long term clients and repeat! Simple Ingredients * Research your B2B market * Identify biggest needs * Create an inbound Marketing plan & add an acquisition budget * Create fun, useful content laced with solutions * Use Social Media, short video hooks, blogs, ebooks & webinars * Have a speedy & concise website * Use email & SMS marketing * Evaluate results & adjust * SEO is a key ingredient in your Inbound Marketing recipe, be generous 😊

LinkedIn for thought leadership, Twitter for quick updates, Facebook & Instagram for storytelling. Each platform has its charm. SEO for long-term wins, content marketing to educate, email marketing to nurture. But the real magic? Combining them effectively.

Multi-channel marketing involves using multiple channels such as websites, blogs, email, and social media. Multi-channel marketing is perfectly suited for Q&A applications such as vertically integrated Q&A sites. Explicit knowledge is not enough on its own, knowledge workers are increasingly on the lookout for tacit knowledge. One of the best vehicles to capture and deliver tacit knowledge is with question-answering. To provide a meaningful and relevant brand experience you must create a culture of lead nurturing and collaboration. Question-answering is the ideal format that unlocks the power of tacit knowledge and creates the right conditions for gathering and sharing tacit knowledge which leads to better lead engagement and conversion.

In addition to LinkedIn, participating in virtual conferences (whether they are in your direct industry or not), workshops and investing in private group chats like those you can find on Discord or Clubhouse, can add tremendous value in building your personal brand, engaging with new audiences and finding niche communities to have conversations that are aligned with your values and interests. Being passionate and interested in a topic you truly care about are the two best drivers for effective B2B marketing strategies in our current low ad spend environment.

I am a big believer in: 1. knowing your business’ targeted demographic, 2. understanding the core demo of various platforms under consideration, 3. understanding your media assets (photos, written copy?) and 4. your available time resources…and 5. adding platforms one at a time.