By Louis Foong
In order to increase the success rate of your marketing campaign, I recommend you view the infographic, “The Science of B2B Online Marketing.”
Circle S Studio, a marketing and design firm based in Virginia, designed this interesting infographic, which highlights six components for creating an effective online marketing campaign.
Components highlighted in the infographic – such as strategy, content marketing, generating traffic, generating leads, lead management and analytics – also stress noteworthy stats. For example, did you know that 64% of CMOs lack formal processes when handling their marketing automation?
I think you will find the following information valuable, which Circle S Studio also emphasizes in their infographic:
Essential Components For A Successful B2B Online Marketing Program
This is necessary to concentrate your strategy on prospects and consumers; also helps B2B marketers determine the alignment of their processes and business objectives.
- Content Marketing
Create engaging content so that your company appears in search engine results, enhances lead conversions and communicates with consumers. Please consider the “buying cycle”; by doing so, you can determine which format is appropriate for a certain step in the buying circle.
- Generating Traffic
Drive traffic to your content through online channels. According to the infographic, blog posts increase web traffic and pull in further prospects. In fact, 82% of B2B businesses that blog everyday have gained a new consumer from blogging.
- Generating Leads
Lead generation strategies, including calls-to-action, offers and collecting contact info, encourage prospects to move forward. (Note: a total of 97% of visitors are not confident in making purchases upon the first visit to your site.)
- Managing Leads
This fifth component is imperative for nurturing leads through every stage of the buying cycle. Consider these stats:
- Up to 50% of sales are rewarded to the first vendor who makes the initial response.
- 50% of qualified leads are not willing to make a purchase during this fifth component.
- As reported by the infographic, 66% of buyers believe regular communication from sales/marketing helps sway their purchasing decisions.
Your marketing program needs to be frequently measured, which will help determine what exactly requires improvement. Use analytical tools to help measure effectiveness. For example:
- Social media marketing: number of conversions generated, followers, likes, etc.
- Blogging: post views, CTA performance, subscribers, etc.
- Email marketing: bounce and delivery rates, forwards, unsubscribes, etc.
As a B2B leader, can you recommend more tips for building an effective online marketing program? I look forward to reading your comments soon.