In this article, you’ll get to know some common mistakes B2B marketers make. We hope it will give you enough inspiration to convert you, and your customers for good.
Business to Business (B2B) marketing is a difficult and sometimes strange industry. It can be difficult to reach and communicate with prospective customers. The world of marketing is constantly evolving and companies have to be aware of that to stay on top of current technology and trends to stay relevant and current.
Marketers are spending a minimum of 25% of their total budgets on digital this year, and that 25% is forecast to double by 2019.
While most B2B marketers would call themselves digitally savvy, just how sophisticated are we as an industry? Are we using the multi-touch, customer-centric opportunities digital has to offer? Or are we applying an above-the-line mentality to our interactions?
In this competitive age of personalization, B2B marketers realize that if they want to stand out they need to tailor their messaging to the specific person or team in charge of the company’s B2B sales.
Read on 4 common mistakes B2B marketers make.
1. Every time sending the same message to all the people.
People no longer interact with you in one way, via a single channel. If you’ve generated some interest, your visitors will probably be visiting your website from a number of devices and looking for different kinds of information as they move through their buying journey.
The implication for you is that you need to provide appropriate content for each device, and that appeals to different kinds of customers, at different stages of their buying journey.
If you want to get a bit more sophisticated with it, you can use elements of personalisation to deliver tailored website content, content offers or calls-to-action based on their previous behaviour, interests, locations or buying stages.
You can even use personalisation for anonymous visitors in different regions, geo-targeting information, pricing or products based on where they are.
It is these kinds of techniques that truly tap into the kind of targeted, relevant information customers now expect from us. For example, most CMSs, including WordPress, now come with personalisation plugins or in-built functionality.
2. Poor Search Engine Optimization
You would be hard pressed to find someone who doesn’t know what Google is today. It has become one of the most dominant entities online. People have become accustomed to using it every day, and because of its powerful search engine algorithms, the answer to virtually any question is just a Google search away. Having that much information at your fingertips is an amazing feat that most of us take for granted today.
But what happens when one of your customers or a potential customer type in a search and the results come in? Which link will they choose? Will it be yours? Are you even in the results? Most people will never look beyond the top results and immediately click on one of the top listed articles. Make sure your website is SEO friendly.
People look for a wide variety of things online, including tools and machinery for construction, agriculture, and trucking. When a prospective customer types in a query, whichever company or author’s article pops up first gains a significant advantage over the competition.
3. Bad Online User Experience
Even if you are adhering to the best practices of SEO, getting prospective customers to your site is only the first step. Your website and any pages or blogs are easily navigated and kept current. As I’ve pointed out in the past, no one wants to become a joke because of their antiquated website.
Having your website function properly and look aesthetically pleasing on laptops and desktop computers is wonderful, but there is another area that many overlooks.
More people than ever are using cell phones and tablets to navigate the web today. For this reason, you must design and optimize the user experience with mobile in mind. Your website should be easily accessible with the best possible experience.
4. Loose or Faulty Content.
No matter how good your product is, you have to be able to reach your target market to actually sell your product and make a profit. But for most companies, a lot of their business comes from targeting prospects and actively seeking out their desired customer base. This is all made possible through the use of data.
Making sure data is actually accurate and up to date is another issue entirely. Far too many companies continue to have minuscule returns because of their reliance on out of date or incomplete data. Up to 75% of a marketing campaign’s success can come down to having an acting on accurate data.
Another factor that many overlooks is data decay. Even if your data is accurate today, without constant attention it will not stay that way for long.
According to a Hubspot study, up to 22.5% of email marketing databases naturally, degrade every year.
In addition to data degradation, a huge number of people change some form of contact information from year to year. It’s for this reason that just having data, even accurate data is not enough.
Data must be maintained, cleaned, and kept current. Using data from a source such as EDA will ensure that you have a robust, up to date industry info that is constantly cross-checked and updated for accuracy.