By now, all of your marketing should be working together cohesively—online and offline. Even when this infographic was first released by Visualistan back in 2016, 98 percent of marketers already realized that there was no distinction between the two.
But that doesn’t mean that all B2B marketers have made a smooth transition into fully realizing the potential of their digital marketing. There are still challenges to overcome. While Visualistan discusses bridging the digital gap, it is just as important that B2B brands close the gap between marketing content and PR content, and view all channels—owned, earned and paid—as a cohesive unit, not siloed entities functioning on their own.
That leaves us with five more challenges as outlined in the infographic below. Which are you still struggling with?
You can also find more infographics at Visualistan
Data is essential in so many ways in a successful marketing program. That means not just client information as listed here (though passing on quality lead intelligence from marketing to sales improves conversion rates), but also data about the performance of your marketing strategy and data about your customers (or your customers’ customers) that can be used to develop compelling marketing materials and thought leadership articles.
Creating content is a perpetual challenge for many marketers. It requires time, data, and expertise to generate quality blog posts, social media content, video and infographics, and contributed articles to build awareness and authority within your industry. As noted here, nearly 3 in 4 marketers say content creation is their most effective SEO tactic, but 1 in 3 say it is also their greatest challenge. What roadblocks impact your content creation?
Social media is no longer just a little extra way to get your name into the ‘net. It is one of the key ways even B2B buyers learn about potential vendors and solutions. Your social media presence should be an extension of the rest of your marketing strategy, not something assigned to a separate department to create their own strategy, messaging and approach. It should feel like a seamless transition between your website, blog and social media accounts — and content can be repurposed amongst the three to maximize how it is used. Find a full list of best practices for using social media in B2B marketing here.
While not all content is consumed equally on mobile by B2B decision-makers (the majority of B2B video is still viewed on desktop), emails, blog posts, infographics and more should be designed with mobile viewing in mind.
And, of course, email plays an essential role in continually reaching prospects and leads, through email newsletters, promotional emails, blog subscriptions and more. Download our Email For Inbound: Do This, Not That ebook for 10 rules to follow to improve your email response rates, including personalizing emails within lead nurturing workflows.
How can we help you tackle these digital marketing challenges and improve your B2B strategies and performance? I’d love to talk it over with you during a no-obligation consultation call—schedule one here today.