When a marketer finds themselves having a hard time getting the leads they want, it may be time for them to reflect on what they can do to improve. And even if they’re not going through a rough patch, it’s always a good idea to shake things up a bit–spice up their strategy and make it a bit more interesting. After all, a new year has already begun.
For starters, here are some of the things they can do:
Experiment with the Variety of Content being Created
A growing dependence on marketing with only one kind of material is hazardous to a brand’s health. Remember that each client has their own set of preferences. This is true even if they belong to the same target audience.
In an article published in Demand Gen Report, it was discussed that a person’s decision making process is influenced by their experiences with the brand. But as mentioned before, customers have different tastes in content. The article then states that:
“By diversifying content, businesses can improve these experiences and reach new clients in ways they never could before… Content diversification refers to expanding your messaging beyond your own platform to different channels.”
This can mean many things. It can be, for example, submitting articles to new online publishers. Or it can be setting up an advertising campaign on a social media site that you haven’t tapped into yet. It can also be something else entirely.
But one thing is certain. Fresh new experiences will definitely bring fresh new leads.
Another thing that they can do is:
Make a Few Adjustments With The Budget Allotment
According to a piece by business magazine Chief Executive, a third of B2B marketers will be spending ten percent of their company’s budget for marketing purposes.
This is actually a well known fact by many experienced professionals in marketing. Chief Executive then mentions that
“… the industry rule of thumb is for new companies (5 years and under) to spend about 10% or more of their revenue on marketing while more established companies should spend 5% or more.”
A common practice for young companies is to use ten percent or more of their revenue for marketing. For older companies that have already established themselves, they can allocate just five percent for it.
The trick now is figuring out how to allot that budget. This is a very important aspect to consider when making a digital marketing strategy.
Older businesses are more concerned with maintaining (and hopefully improving) the status quo. They must concentrate more on methods such as search engine optimization and managing their social media.
Newer companies will be more focused on brand awareness and increasing online presence. This means they ought to use the budget for marketing themselves through emails and paid ad campaigns. These are quick paths to visibility.
This isn’t to say that young businesses should not concern themselves with getting leads. Raising brand awareness and lead generation go hand in hand. A common problem with many brands is that they succeed in increasing their exposure, but fail in making conversions. But with a well-versed marketer at the helm, they can easily gain the balance needed.
Diversifying content and proper budget allotment are just a few of the many changes that B2B marketers can make to get the leads they need. But if they want to make a breakthrough in their business, then they should start becoming the leaders, and not just the followers.
Generating and nurturing leads in business to business marketing, or B2B marketing as most would call it, is never easy. Every veteran sales team and lead generation marketing agency worth their salt knows that.
