A marketing strategy is a coherent and agreed upon process formed with the aim of increased revenue and market share. Broadly speaking, marketing strategies refer to the set of actions designed to meet your business goals.
CLICK HERE TO DOWNLOAD THE STATE OF MARKETING PRODUCTIVITY REPORT
Marketing strategies should contain three important elements:
Your marketing strategy is effectively your company’s roadmap to success.
There are also a number of other items to consider as you form your strategy.
Your b2b marketing strategy sets out a clear vision for your company’s future. A cohesive and clearly laid out strategy helps to clarify your business’s goals, aims, and activities. Strategic marketing can also help to prioritize each of your tasks as they arrive.
Marketing strategies can help you to maximize the resources at your disposal. For example, an early stage company might focus on a predominantly digital or online marketing strategy to make the most out of their limited resources, while a firmly established and larger rival might incorporate more expensive trade show and conference speaking engagements into their strategy.
Today’s b2b landscape can be a noisy place making it difficult to get your message across. Content is being produced at a rapid rate as companies switch their focus to inbound marketing. Your content marketing plan makes up an increasingly large part of your company’s strategy. You should look to create an editorial calendar for your blog and regularly publish unique and high quality pieces of content. Remember, the competition is fierce so you can’t compromise on quality when it comes to content marketing.
As you develop your marketing strategy there are a number of best practices to follow.
Search Engine Optimization(SEO): The modern buyer completes up to 57% of the buying process before the sales rep is engaged. Buyers spend their time educating themselves online taking advantage of the plethora of free information online via blog posts, whitepapers, and case studies. Before the buyer engages your rep he will know all about your product as well as your competitors. To get the buyer’s attention you will need an effective SEO strategy. This strategy might mean creating content that focuses on keyword terms around your product offering or consistently creating high quality content to improve the authority of your site.
Put a stop to the “Where did I leave that file” routine: Even the most well thought out marketing strategy can suffer if inefficiencies run rife in your organization. One of the most common issues in business today is the time spent searching for and recreating lost files. Research has shown that knowledge workers spend 6.5 to 8.8 hours per week searching for information. Look towards sales enablement solutions that provide your marketing team with instant access to content regardless of where it is stored.
Map your content to each stage in the buying process: Content lies at the heart of your sales and marketing strategy. As you set about creating content to power your inbound marketing machine, look to eliminate gaps in your content strategy. Blog posts, for example, will generally focus on top of the funnel. High quality, bottom of the funnel content that can help your sales team close deals is also an integral part of your strategy.
Written by Cóbhan Phillipson