It can be hard to know where to focus your time, energy, and resources when you're a B2B digital marketer.
With so many channels out there for you to try, it's easy to get overwhelmed and feel like you're not doing enough—and even worse, you start to feel like you're drowning in all of the options.
But it doesn't have to be that way. In fact, if you take a step back and look at things from a broader perspective, it turns out that the best way to approach your digital marketing efforts as a B2B marketer is actually pretty simple: pick 2–3 channels (or more) and focus on them! As you optimize those channels over time and continue adding more, just make sure that each channel is being done well. Then gradually add more as needed.
So what are these 3 most effective channels? We'll tell you below!
1) SEO + Content
SEO is the number one channel any B2B marketer needs to focus on.
Rapidly growing your business can be a challenge, especially if you're just starting out. You need to find ways to get more leads and customers—and SEO is one of the best ways to do that.
SEO has limitless potential and has the ability to bring in more leads than any other digital marketing channel. This is because almost everyone looking for a product is going to start their search using a search engine, like Google.
A basic definition of SEO is optimizing your website so that it has the highest ranking possible on a search engine. This means setting up your site so that it follows 200+ ranking factors that are used to decide where a site should sit on a search engine. Ultimately, you want to secure the number 1 spot on the first page!
The most important ranking factors used by search engines are:
Website speed
Mobile-friendliness
A secure website (SSL certificate)
Domain age, URL, and authority
Links
But above all, the most important ranking factor is SEO-optimized content.
Creating regular content is the best way for a B2B digital marketer to capture new keywords and secure existing keywords. What this means is that a B2B digital marketer needs to be constantly posting content to their website in order to grow their SEO.
This means blog posts, case studies, guides, videos, and every other form of content. So, if you were only able to focus on one digital marketing channel, content would be it.
When you’re starting your SEO, you have to note that it’s a long-term channel. Meaning that you won’t see results for at least a year. But, once you stay consistent and do it for long enough, it will take off. Easily passing the results of all your PPC and social media ads.
2) LinkedIn
If you're looking for a way to increase your brand awareness and generate high-quality leads, then LinkedIn is the platform for you.
LinkedIn is a social media platform where all professionals go to connect with other professionals and businesses. It’s also seen as a digital and public resume for people. For this reason, it’s the best social media platform for B2B marketers to promote their business.
Using LinkedIn is critical for B2B marketers looking to increase their brand awareness and generate high-quality leads.
There are two things B2B marketers need to be doing:
First, they need to create a company page on LinkedIn, which can be done for free and quickly.
Second, if your goal is to build brand awareness and increase the reach of the content that you’re posting for SEO, you need to be posting your content onto your business' newsfeed. This way the people who are instead in your business can get direct access to the content you’re posting. This is also essential for getting more people back to your website where you can convert them into customers or leads!
The second part of LinkedIn is using its ad platform to even further amplify your content and website. By using the ads platform, you can get your content in front of thousands of eyes and have access to target markets you wouldn’t normally have access to.
The best approach to LinkedIn ads is to take your best-performing content pieces and promote them. In order to build leads, you should also be promoting conversion pages whitepapers/case studies/thought leadership content, and any other assets you have geared to convert.
3) Google Campaigns
Google Ads are the best way to reach your target audience.
Google's search engine is the largest search engine in the world, and it has 91% of the global market share. By running ads on Google, you can reach people who are looking for what you have to offer.
Before you set up your Google Ads, you need to understand that just sending traffic to a homepage is a bad strategy. Homepages aren't set up to convert—they're designed to direct people to relevant pages on your website. So before you start, create a landing page that focuses on converting traffic. A great tool for this is Unbounce. Unbounce allows you to set up high-converting landing pages branded in your business's branding and store lead's information for you to use.
Once your landing page is set up, create a Google Ads account and then set up your ads.
And there you have it.
These are the 3 best digital marketing channels all B2B marketers should be focusing on. By combining these 3 channels, you’ll have a strong marketing channel stack. As time goes on and you optimize these channels, you can start to implement more channels to test. If you would like to know more and see how we can use these to improve your B2B pipeline schedule a call at https://calendly.com/hello-bsc/30min