Are you making any of these five all-too-common yet often monstrous B2B marketing moves that will come back to haunt you?
As we once again greet the season of ghosts and all things haunted, it’s the perfect time to open that creaky cobwebbed door where B2B marketing horrors and nightmares await.
There’s no need to be afraid, however, as we’ve got the digital garlic you need to ward off even the most ghoulish of B2B baddies and their marketing missteps and mistakes.
Sit back, and let’s take a moment to look at five of the most monstrous and horrifying marketing moves that will only come back to haunt you, and in doing so we’ll go on a digital marketing ghost-busting adventure.
1 — Don’t Frankenstein Your Marketing Efforts
Frankenstein is a symbol of all of those marketing pieces that don’t fit together, combined willy-nilly into a hodgepodge of fragmented marketing that doesn’t offer the kind of cohesive experience savvy marketers are constantly striving for.
A mad scientist can work in the movies, but when it comes to real-life B2B marketing, it pays to have a thoroughly sane and well-planned strategy, from concept creation and testing to deployment and measurement.
In today’s marketing landscape we’ve got more elements to consider for inclusion in digital efforts than ever before, however knowing which ones work harmoniously together and which don’t is key in order to keep from creating a marketing Frankenstein.
We’ve taken several looks at how B2B marketers can best keep their efforts harmonious and cohesive, such as in the following articles:
SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy
How Influencers & Best Answer Content Help B2B Marketers Dominate in Search
Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability
2 — Keep Dracula From Sucking The Life From Your Marketing
Dracula and Nosferatu are symbols of marketing that sucks the life right out of your well-intended efforts.
Don’t let today’s digital draculas sabotage an otherwise excellent marketing effort, whether it’s in the form of “death by committee,” where the heart-blood of a campaign is weakened over multiple iterations, or by failing to begin with a strong message and then letting any energy it did have become hopelessly watered down.
Instead, infuse your B2B content marketing with healthy doses of the best answers and information your target audiences are seeking, and look to include energizing, memorable, and interactive elements to your marketing output.
We’ve got you covered with examples of B2B brands successfully using fresh and compelling elements to bring brand stories to life, including how influence can multiply those efforts, such as in the following articles we’ve published:
3 — Take The Wraps Off Mummified Marketing
Don’t let your marketing get buried alive like a big-screen mummy, perhaps never to be unearthed and reach its full intended effect.
Instead, remember that there’s an ideal time and place to unwrap every good marketing effort. Even if a concept must be temporarily scrapped, it could come back to life later on and have great success if rolled out at the perfect time and to the right audience.
Timing is everything, as they say, advice that’s especially true in B2B marketing. It’s key to know your audience, what their paint points are, the questions they’re asking, and where they’re looking for answers. Then providing solutions becomes a task so clear that even a mummy could do it.
Here are several looks at learning more about your audiences, and how to release — or even, in the form of repurposed content, re-release — your best digital output:
6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement
How to Accelerate Reach and Engagement of B2B Content Through Co-Creation
Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data
[bctt tweet=”“Timing is everything, as they say, advice that’s especially true in B2B marketing. It’s key to know your audience, what their paint points are, the questions they’re asking, and where they’re looking for answers.” — @lanerellis” username=”toprank”]
4 — What Would Scooby-Doo? Unmask Your Mediocre Marketing
Great B2B marketing doesn’t need to wear costume masks, as authentic best-answer content shines brightly on its own merits.
If your best content is hiding, don’t wait for Scooby-Doo and his Mystery Machine cohorts to unmask it for you. Instead, redouble your efforts to get creative in how and where you publish, share, and promote your top content.
There have never been so many digital communication channels as today, and in 2022 the options are bound to increase. More B2B marketers than ever are experimenting with and finding success using new social platforms, whether it’s on Discord, Reddit, TikTok or through new features on existing platforms.
To help find new destinations for publishing your B2B marketing content, take a peek as these article we’ve published on the subject:
How B2B Marketing Influencers Are Finding Success On New Social Channels
8 Things B2B Marketers Need To Know About Reddit in 2021
How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing
5 — Let Casper Show That Not All Marketing Ghosts Are Ghoulish
Every B2B marketer will eventually have one or more of the advertising ghosts we’ve looked at so far touch their lives and work, however these experiences don’t need to be sources of shame or distress.
Indeed, smart marketers are always learning from past haunted mistakes and sometimes-horrifying missteps, however as Casper the Friendly Ghost exemplified, it’s much better to embrace and own your unique history — warts and all — as it’s only through understanding what didn’t work that we can find what truly works the best.
Turning our marketing fears into successes and making learning a lifelong process is at the heart of the following pieces we’ve made available:
Send Marketing Cold Shoulders Back From Whence They Came
By keeping Frankenstein’s disjointed efforts from your marketing, avoiding Dracula’s life-sucking bite, unwrapping mummified or mediocre marketing, and embracing our own haunted pasts like Casper, we can craft B2B marketing content that delights, informs, and drives business success.
No matter how you slice it, creating award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today to learn how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
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