How to set up an effective digital marketing strategy?
In B2B, if you want to reach your goals in digital marketing, you must first work on inbound marketing, content marketing and marketing automation. These are, without a doubt, the most powerful levers to be activated in 2021.
Inbound marketing is a conversion process based on the idea that customers today are no longer sensitive to invasive approaches. Your targets need you to solve a problem. You need to help them solve it and only approach them at the right time to sell them your services. To do so, you need to know them and understand their customer experience. There are 4 main phases to consider:
- The discovery phase
- The evaluation phase
- The decision phase
- The loyalty phase
For each phase of the customer journey, you need to propose adapted content. Each action of your visitors allows them to progress and with the help of tools you will be able to assign a maturity score to each of them. A good inbound marketing strategy will allow you to understand at which stage each of your visitors are: Lead, MQL, SQL …
What you need to remember here is that inbound marketing allows you to qualify and convert your leads with the right content at the right time. It’s a clever mix between: content marketing and a relevant content delivery strategy (if possible automatically: marketing automation).
Content marketing is defined as the creation and distribution of content to attract and retain an audience. It is intimately linked to inbound marketing but can also be used to feed your outbound efforts (prospecting, advertising, trade shows …).
Indeed, you will create a certain number of contents (texts, videos, images…) intended to capture your prospect at each step in his decision making. These are contents that respond to a problem or the questions of your audience.
Here are some examples of relevant content to highlight your expertise, make yourself known and inspire the confidence of your prospect:
Videos presenting your company:
- An infographic on the key figures of your sector of activity
- A white paper describing a technique that you use on a daily basis and sell as a service
- A blog article that describes a fundamental trend observed in your domain
- A case study on a mission you have carried out in the past, including a client testimonial
- A partnership with an influencer who is sensitive to your universe
One definition of marketing automation would be the automation of marketing campaigns to generate leads. In two words: you will send communication messages automatically, at the right time and to the right person.
To do this, you can use a marketing automation tool and apply it to an effective inbound marketing strategy. Inbound marketing will allow you to identify specific customer segments and assess the maturity of visitors within these segments. You will then be able to build scenarios adapted to the prospect’s progress and help him progress towards your solution, all without the intervention of your sales team (until your lead is ready).
Example of marketing automation :
You sell a marketing automation solution. You have determined that your target audience is marketing directors but also managers of SMBs and ETIs. Thanks to your blog you have many quality articles allowing your visitors to understand marketing automation and its stakes.
At the end of your articles thanks to a download banner you propose a white paper on the implementation of a marketing automation strategy. Visitors can download it on a dedicated landing page against their email address and thus enter an automation process.
They will receive at regular intervals more precise contents: A guide of the 5 mistakes to avoid when starting marketing automation, a 45-minute webinar presenting the action plan to get started with one of your customers as a guest, then you invite the prospect to an online demonstration of your tool.
What is very interesting with marketing automation is to be able to quickly measure your impact. Every step, every email is followed up. You will know if the prospect has opened the e-mail or not, if he has downloaded or read the resource you have sent him and will be able to detect the “hottest” prospects.