50% of companies are using digital marketing, but they don’t have a plan – Ironpaper
Whenever you are starting a marketing campaign, it can be a brand or a paid/lead gen campaign, there are a lot of things you might be confused about. Although you know what you want to achieve, sometimes the path is not clear and you have very limited knowledge about resources.
This blog outlines how you can improve your marketing campaign performance by doing these 5 things precisely.
- Clear Objective Setting
- Knowing the Audience
- Determining the Technology Stack
- Building a Strong Value Proposition
- A High Converting Landing Page or the resource
Setting Clear Objectives and Goals
Digital campaigns are all about data and data-driven decision-making. The more you define your marketing objective with clear numbers and context, the better it will be for you to design the campaigns. You can take steps to determine the technology stack and the value proposition in a better way to reach your end goal.
Eg: If you say that you want to increase brand awareness in the next 6 months with the marketing campaigns that you are running. This becomes quite vague and might not have any positive impact on the campaigns. Instead, the target should be to say
“You want to see an increase in website traffic by 40%. “
To narrow this down you can also consider having a target engagement rate of 50%+. This will allow better optimization and eventually, you will positive results from the campaigns.
Knowing the Audience
Most Industrial/Manufacturing companies don’t know who their exact audience is. Most of these companies have multiple target companies like OEMs, Distributors, Different application-wise customers, Export-oriented customers, etc. Again, knowing the audience becomes key here for success. What platforms are they present, and where are the prospective customers searching for your products?
- Is it Google, Is it LinkedIn, Youtube or an industry listing site?
- What are the products they are searching for?
- Where the competitors are targeting your audience?
- What is their problem or pain point
Here are some ways to identify your B2B target audience:
- Create ideal customer profiles: Use demographic information to create buyer personas that represent your target audience. (LinkedIn Research)
- Analyze your website and social media traffic: This can help you understand where your clients are. (Keywords Planner, Search Console)
- Understand your competitors: This can help you position your brand effectively. (Competitor social media and their messaging. (SemRush, Similarweb)
- Analyze the existing data that you have and know who is your right customer. Because for industrial manufacturing companies, the existing companies are the first raw information that they possess.
Determining the Technology Stack
Once you know the audience, you will have to determine what are toolsets you require to reach the audience in the most cost-effective way. Understand what works for your business and build the technology stack.
For Eg: If you are doing a Facebook Ad campaign, then you might require Facebook Ads library to know what the competitors are doing, need Graphic designing software to design graphics, need Google Analytics to track campaign performance, Facebook pixel to be integrated on the website, A tool to create a landing page if you don’t have a website, An automated email tool to connect with the leads recieved or nurture in the future. This implies that any sort of marketing campaign can be a brand campaign, blog promotion, ads campaign or any messaging campaign.
Determining and evaluating the technology stack becomes crucial and a key success driver for marketing campaigns.
Building a Strong Value Proposition
Promoting features through marketing campaigns is the biggest mistake that B2B/Industrial manufacturing do. In today’s content clutter, features won’t grab the attention of users anymore.
- What value my customer will get from the product?
- How my user’s life become easy using my product?
- Does he save cost or manpower? (Coz that is what a B2B buyer always thinks about)
- Does my product solve the customer’s problem?
If you think in the above terms, I am sure you will have a strong value proposition for the customer.
An Lastly…..
Creating a High Converting Landing page
Now that you have done the hardwork, it’s time for you to show the value that you have for the user. But here’s the catch, you need to do it under 5 seconds. According to research, an average B2B user stays on the website for less than 5 seconds, if the messaging is not on point.
Here is How you do it:
- Explain the value you provide(Title)
- Explain How will you create it (Subtitle)
- Let the user visualize it (Video/Media)
- Make it believable (Social Proof)
- Make taking the easy step easy (CTA)
All the above points have to be mentioned in the Banner of the landing page. It can be a blog post, Case study, or a technical document make sure you mention all the above points. Especially, if it’s a web landing page it can be a game changer for your marketing campaigns.
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