When a marketer is having a hard time getting the leads they want, it may be time 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 switch things up a bit – spice up your strategy and make it a little more interesting. After all, a new year has already begun.
To get started, 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 type of material is dangerous for a health brand. Remember that each client has their own preferences. This is true even if they belong to the same target audience.
In an article published on Demand Gen Report, it was discussed that a person’s decision-making process is influenced by their experiences with the brand. But as mentioned above, customers have different tastes when it comes to content. The article then states that:
“By diversifying content, companies can enhance these experiences and reach new customers like never before … Content diversification refers to expanding their messaging beyond their own platform to different channels.”
This can mean many things. It can be, for example, submitting articles to new online publishers. Or you can set up an ad campaign on a social media site that you haven’t logged in yet. It can also be something completely different.
But one thing is for sure. Fresh new experiences will definitely bring in new leads.
Another thing they can do is:
Make some adjustments with budget allocation
According to an article in the Chief Executive business magazine, a third of B2B marketers will spend ten percent of their company’s budget for marketing purposes.
Actually, this is a fact well known to many experienced marketers. The CEO then mentions that
“… the general rule of thumb in the industry is that startups (5 years and younger) 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 income for marketing. For older companies that have already been established, they can allocate only five percent.
The trick now is figuring out how to allocate that budget. This is a very important aspect to consider when making a digital marketing strategy.
Older companies are more concerned with maintaining (and hopefully improving) the status quo. They should focus more on methods like search engine optimization and managing their social media.
Newer companies will focus more on brand awareness and increasing online presence. This means that they must use the budget to promote themselves through emails and paid advertising campaigns. These are fast paths to visibility.
This is not to say that young companies should not worry about getting potential customers. Increasing brand awareness and lead generation go hand in hand. A common problem with many brands is that they manage to increase their exposure, but fail to convert. But with a marketer at the helm, they can easily strike the necessary balance.
Diversifying content and appropriately budgeting are just a few of the many changes 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 to become a leader, and not just a follower.
Generating and nurturing leads in business-to-business marketing, or B2B marketing as most would call it, is never easy. Every self-respecting veteran sales team and lead generation marketing agency knows this.