Social media is seen as THE marketing channel.
It’s so synonymous (such a grown-up word) with “marketing” that you’ve likely overlooked the power of other channels.
And if you’re in B2B, then you have missed out on some real big money makers.
So what else is out there you can use (that doesn’t cost the earth)?
1. Email Marketing
It’s no secret that emails are the backbone of the business world.
But when most people think of “email marketing” they think it’s spamming people until they unsubscribe or relent.
It’s an awful, terrible practice that is unhealthy for your business, the junk food of marketing.
Instead, use a healthy email campaign with a well-built audience and timings and reap the rewards. B2B email marketing delivers £38.33 for every £1 invested, making it the highest-ROI digital channel available to you.
2. Your Website (SEO)
Focus on every part of your website. The content, the blogs, the articles, and the SEO. A lot of people think of websites as static billboards, plastered with sales messages and a nice “about us” page.
But put some thought and investment in SEO regularly and then you build a lead engine!
In fact, SEO (in all its forms) drives 76% of all trackable B2B website traffic and generates 44.6% of total B2B revenue. Your website is your digital shopfront, treat it with respect.
3. Content Marketing
How often do you do your research before you make a purchase? Over two-thirds of your customers are looking for proof you can help them before they even talk to you.
Create content that answers their questions. What issues are they having, and show you can solve them (or at least alleviate the headache of it). Show your expertise and experience in your content.
Blogs, articles, whitepapers, copy, video, webinars, audio, etc. It all counts as content marketing; the effort means you will grease the wheels between curious and ready to purchase.
4. Account-Based Marketing
Great account management is a fantastic route to success, but people often overlook that importance in departments outside of sales.
ABM bridges the gaps between sales, marketing, and customer service.
Your marketing and/or sales manager (or fractional CMO – HINT HINT) should focus on building clear strategies for your key accounts, including existing ones, to improve and personalise your marketing, sales, and customer service.
Less is, in fact, more, with accounts nurtured through ABM having 41% higher win rates and 33% larger average deal sizes.
5. Video & Webinar Content
No, I’m not trying to turn you into a YouTuber or influencer. But 73% of B2B marketers say webinars produce their best-quality leads.
If you have a smartphone, then you can do videos. No excuses. With your knowledge, a little practice, and a solid strategy, video marketing can really work for you.
You have your expertise; share it. Show off your knowledge, your help, your experience, and your results. You will be surprised how well it works.
Simple Strategy Is Better Long Term
These channels are cheap and already exist in your marketing toolkit. However, don’t overcomplicate the process.
A simple strategy with defined objectives and target audience (don’t say everyone) works effectively. If you’re not sure where to turn to or if this feels overwhelming, then click the button below