The 4 marketing investments every B2B company should make

B2B marketing strategy

It’s that time of year again. With a new year on the horizon, businesses are setting sales goals and solidifying their budgets for pursuing said objectives.

Oftentimes, leaders of business-to-business (B2B) companies have difficulty differentiating the many marketing tactics out there. While I would never claim there to be a one-size-fits-all plan, I can say these four elements should be a part of any B2B marketing strategy:

  1. An SEO audit

Digital marketing is a must, and a big piece of it is search engine optimization (SEO). What are people typing into Google when they’re searching for your products or services? You can get the answers to this simple, yet complex, question by conducting an SEO audit, which typically includes keyword research, competitive research and a review of your website for areas you can improve on to make better friends with Google. The SEO audit is something you will refer back to constantly while developing a content strategy.

  1. Blog content

Speaking of a content strategy, two to four blog articles per month targeting the keywords from your SEO audit can dramatically increase your web traffic over the long haul. The best part is that those leads are at least somewhat qualified, if not on the cusp of making a buying decision. They’re looking for information to solve a challenge or meet a need; if you’re the one to provide them with helpful insight, you are positioning yourself for a conversion – whether it happens on the spot or later on down the road.

  1. White papers

White papers are meatier chunks of content that cover a topic in greater depth than would be ideal for a blog post. In addition to content writing, they involve branding, graphic design and distribution. Think of them like e-books or industry reports.

A single white paper can create an entire ecosystem of lead generation for your business. You can use it to capture leads on your website and then filter them into your email marketing and retargeting (following them around the internet with advertisements).

  1. High-quality print collateral

I’ve heard it a million times before: “Most of our sales happen from face-to-face meetings.”

In this case, the point of the items listed above is to land you more face-to-face meetings. From there, the goal is to make a strong impression when you speak with someone in person. Being thoughtful and creative with print collateral can equip you with leave-behinds that people actually appreciate. Don’t settle for static sell sheets and folders; think brochures, flipbooks, infographics and other tidbits produced in unique sizes, shapes and formats.

Do you have additional shoo-ins for any B2B marketing strategy? Let us know in the comments below.

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