Online marketing – including email, social media and blogs – is becoming one of the most effective and widely used forms of content marketing for B2B companies. The way in which a company approaches their online marketing strategy can have a huge impact on their profitability and revenue.
The harsh truth is that far too many B2B companies don’t have the resources or the manpower to truly devote the necessary amount of time and work into developing a competent online marketing plan. Here are five of the most common mistakes that companies make when it comes to online and email marketing:
1. Not having a blog or social media accounts.
When it comes to online marketing, content rules all. It’s the way it’s always been and it seems to be the way it will continue to be – at least for the foreseeable future. This means that in order to put together a successful online marketing strategy, you’ll have to be active throughout all social media channels and you’ll have to produce a consistent amount of content, either through a blog or some other alternative online publishing platform.
These days, the vast majority of business – especially B2B businesses – have a blog that is updated regularly with informative posts and quality content that allows visitors to engage with your website and your brand. Giving your audience multiple channels through which to communicate with your brand will give you more opportunities to generate leads. Not having a blog or posting content to social media puts you at an immediate disadvantage when it comes to online marketing.
2. Not utilizing responsive design in emails or on your website.
With many people accessing online content on their cell phones, it’s vitally important for all of your web content – including your emails – to utilize a responsive design that can be easily read on mobile devices. In an on-the-go society where almost 50 percent of emails are read on mobile devices, your message needs to be simultaneously both eye-catching and easily digestible – this means no sideways scrolling or impossible to read font sizes. Optimize all of your content, including your blog and your website content, for smartphones and tablets to ensure that your message is seen the way it is supposed to be seen.
3. Not optimizing your website’s content for SEO.
Search engine optimization, or SEO as it’s commonly referred to now, is an especially important aspect of online marketing. Making sure that all of your online content is optimized with the appropriate keywords will help your website and your blog to gain traction in Google searches and will drive additional traffic to your website – traffic which you can then convert into leads.
Track your website’s data and make the necessary adjustments to your content based on what your metrics are. If there are certain topics or campaigns that drive more traffic than others, or certain keywords that generate increased traffic, make sure that you stay on top of this data and use it to build your future online content. Use analytics to see where your website traffic is coming from and which of your content is driving your visitors to the site.
4. Not tracking your email metrics.
Along the same lines, you should also be tracking your email metrics and testing different subject lines and different messaging options to see which ones are performing best for you. Optimizing your email campaigns using the data that you have available to you will help you to create the engaging and impactful email content. Measuring the effectiveness of your email campaigns will allow you to adjust them accordingly, depending on what is working and what isn’t.
5. Not using up-to-date email lists.
You can design a perfect email marketing campaign that hits all the right notes and is targeted for your specific audience – but if the emails never reach that audience, then what is the point? Frequently updating your email lists is a necessary component of successful email marketing – after all, you don’t want your message to be wasted on inactive email accounts and online dead-ends. Instead of shouting into the void, scrub your email lists regularly and make sure that you’re not wasting your efforts on outdated, out-of-use email addresses.
Avoiding these common B2B online and email marketing mistakes won’t ensure instant success – nothing is guaranteed in the world of B2B marketing – but it will help you to better reach your audience in the most impactful way. To learn more about how Timmons&Company can help your business develop your next direct marketing campaign, visit our website or email Bob Kent at firstname.lastname@example.org. You can also keep up with our weekly blogs and other social media posts by liking us on Facebook, following us on Twitter or visiting our LinkedIn page.
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