Even in 2021, there are still plenty of businesses that have yet to harness the potential of digital marketing as a source of incremental leads. However, the point is very important around the incrementality of digital tracks – traditional methods are still important, and 9 times out of 10, you will still need this human interaction.
The opportunity for growth lies in the fact that your target audience evolves; they’re getting younger, they’ve grown up with Google, and while SEO and recommendation is often part of a great deal, the first thing your potential customers are going to do is jump online and see who’s already solved. their problems.
In this blog, find out why a digital focus is appropriate for high value sales
3 ways to make sure you’re doing it right
81% of B2B buying cycles start with a web search, and 90% of buyers say when they’re ready to buy, “they’ll find you.” (Serious agency).
The good news is that you don’t have to go completely crazy to test the water, and in any case, the content you would be looking to create would be a great ammunition for the traditional sales team to refer to and. share on one – on one basis (if not, you haven’t chosen the right topics!)
# 1: Target Audience Research: Conduct polls / surveys or phone interviews to identify specific “pain points” and challenges for your target audience.
# 2: Interviews with stakeholders to validate weak points, identify how we link them with business needs and create relevant case studies.
# 3: Create dedicated landing pages and / or white papers in response to these specific issues, detailing how to overcome common challenges that the sales team responds to.
Getting these things right means you are giving value to your target audience before you ask for anything in return – and they know you can help them; they’re ready to hear more – you’ve already opened the door!
From a digital marketing perspective, there are a few basic channels to consider as a solid starting point:
• Paid social networks (eg Facebook / LinkedIn ads)
Measure and understand the impact of your activity
The final piece of the puzzle is tracking / attributing and understanding the longest tail of influence – if you’re operating on a ‘last click’ model where all the credit goes to the final conversion channel, you can take bad decisions, but setting it up correctly in the first place means that this data will be collected for you.
There is no other moment than the present!
In B2B, when the cycles are slower anyway, there really is no time like the present!
So the big question is not whether you can afford to perform a test as described above over 6 to 9 months, but whether you can afford to be in the same place in 12 months when the competition and your target audience will even have moved. further away.
Find out how we helped Domino Printing Sciences increase the number of leads on its website by 150% year over year!
Read the case study>
If you would like to learn more about our digital marketing services, contact us today!