January is well underway and the fruits of our 2017 strategies are starting to ripen. But a marketing strategy can never be seen as something that's 'done'. It's constantly evolving as new technologies and ideas are brought to the fore, strategies need to be nurtured and cultivated and the perpetual hunger for optimisation is fed through the refinement of methods.
Consider adding the four points below into the feed mix:
Every conversion is driven by multiple interactions, and we're on the cusp of the ability to give each channel it's deserving acknowledgement within the sales funnel.
Historically, last-click attribution was the only method we had for assignment of conversion, which was better than nothing, but it's potentially harmful to your strategy if you're constantly being told that one method of communication is more effective than another. Overvaluing a final interaction, undervalues everything that came before it.
When reporting on your conversions, ensure you have considered your full funnel, there are more and more tools out there that give you information on the various touch points with potential clients and customers. Failing that, there are various ways to gain the insight you need by simply using Google Analytics.
More for Your Money on LinkedIn
LinkedIn is notoriously expensive to advertise on. We've always seen the value in leads that come through LinkedIn ads and this is purely down to the razor sharp definition of audience, some companies though, are still not convinced.
In 2018 LinkedIn are planning on rolling out video ads, a game changer. Posting video natively is currently not within the capabilities of a company page but, the platform is testing this on personal accounts. With the ability to run high-quality ads on LinkedIn, overlaid by its powerful targeting facilities, B2B brands are going to see a lot more return on investment on LinkedIn this year.
B2C brands are getting more personal and collaborative by bringing fans and customers in to co-create content. The Sainsbury's 2017 Christmas ad is the perfect example of this being done on a large scale.
But this practice needn't stay within the B2C industry. Co-creating content with your customers shows you have a genuine insight into your market, it entrenches relationships with clients and shows that you really listen to their thoughts and needs.
There are various ways to consider co-creating with your clients:
- Simply through conversation on social media
- Creating white papers and thought pieces, inviting your clients to weigh in with their opinions and expertise
- Creating blogs or even vlogs that put your client at the centre of the content you're creating
- You may even look to create an initiative or event such as a conference or meeting of minds to work together on the issues your industry is facing
Similar to collaborative story telling, B2C marketing is awash with influencer marketing strategies and again, there's no reason why the same ideas can't be applied to B2B.
Every industry has it's revered experts. When you're creating your digital PR strategy, consider drafting in the help of industry authorities to back up your claims. These could be anyone from government officials to scientists or even architects, depending on your trade.
If you're looking to shake up your B2B digital marketing for 2018, get in touch.