Social Media and Digital Marketing – why bother?
Still not convinced that a solid and consistent social and digital presence will produce ROI?
First, let’s reflect on how we consume information, connect with people, research new technologies, and engage with like-minded individuals across the globe.
When we take breaks at work, travel on public transport, or wait for our coffee at the local café, we’re most likely on our mobile device, tablet or laptop reviewing Twitter, LinkedIn, Instagram and Facebook updates. Whilst simultaneously checking work emails and answering phone calls; we’re also reading digital newsletters or watching a recorded webinar we missed last week.
And while doing all this, click-throughs, downloads, page views, cookies, sentiment, IP address, geo-tracking etc., are all being recorded and analysed.
If most people consume content primarily via social and digital channels, your business must produce regular content in all relevant formats to stay ‘top of mind’.
What sort of content?
Content options include case studies, datasheets, e-books, whitepapers, webinars, podcasts, videos, blogs, surveys, infographics, and presentations. No matter what you create or where you post it, make sure it always points back to your website and integrates with your CRM or marketing automation software. This integration will allow you to track the impact and reach of your content easily or use insights to tailor communications to key audiences.
Now, consider the implications of not investing time and money in social strategies.
Unless you have a unique and game-changing offer, you will be competing for customers in an existing, possibly even crowded, market. You will then need to use every opportunity to promote your brand, value proposition and offerings to ensure you are heard above the noise. Social strategies have far-reaching capabilities. If you don’t have them, no one will see you, no one will be able to search for you easily, and no one will choose you as their preferred supplier for the products and services you offer. It’s that simple!
When designing your marketing strategy, you must decide how much to spend in certain key areas. Below we will highlight what’s involved in these areas and the relationship between social and digital marketing strategies.
AWARENESS CAMPAIGNS
An awareness campaign combines social, digital and print advertising and marketing tactics/offers. A percentage of your total annual marketing budget should be spent on B2B awareness campaigns (this may include a PR company on retainer).
Your campaigns should incorporate thought-leadership content plus expertise and insights to increase your reach, readership, and followership and promote your brand.
TOP & UPPER FUNNEL CAMPAIGNS
Combine your awareness campaigns with top and upper-funnel B2B marketing activities such as content syndication campaigns, trade shows, industry or analyst conferences and industry association memberships.
Content syndication campaigns are digital, and you can track personas and buying cycles based on the content individuals consume – this is done following a points scale attributed to each content included within the campaign.
Trade shows require a combination of social and digital marketing tactics to promote the event and for the activations designed to drive traffic to your booth, attend your presentations and sign up for demonstrations or free trials. You will need digital and social strategies built into your lead generation programme at the event’s conclusion to help strengthen your response rates and design a nurture programme.
MID-FUNNEL EVENTS AND CAMPAIGNS
Middle-of-the-funnel content refers to assets that reach leads already in your database, engaging with your brand. Such as:
► Targeted email and social media campaigns announcing information or requesting people to download an asset
► Online event invitations and registrations
► Online surveys generate content for an e-book or whitepaper. You then provide a gated asset for download.
► Live posts and tweets from your events
