With the recent advancements in social media, digital media, and various other channels, there are more opportunities than ever for B2B marketers. However, with this bevy of choices comes a lot of confusion and increases the chance for error. Here are some of the most common mistakes B2B marketers make and how you can avoid them.
Not Focusing enough on SEO
Many B2B marketers tend to neglect SEO for some reason and focus mainly on getting leads and meeting face to face. However, SEO should play a major role in your strategy, whether you’re selling laser cutting equipment to multinationals or work with local businesses. It is estimated that over 20% of all searches conducted are for local businesses, so you’re leaving a lot of money on the table if you’re not taking advantage of SEO. You should contact an SEO company and ask them to audit your site. You should, ideally, rank number one for your company’s name. If that isn’t the case, you have a problem.
Not Having an Email Marketing Strategy
Email marketing is one of the most powerful and overlooked strategies when it comes to B2B marketing. It is also one of the methods with the best return on investment. As a matter of fact, it has been estimated that email marketing has a 4,000%+ return on investment across all industries.
One of the best ways to gather emails is to use an email finder tool such as theemailfinder.co. A tool like this will allow you to find emails that are still active and not waste time contacting people who no longer work at a certain company. Next, you can contact each one personally and throw a personalized pitch, or blast messages. However, make sure that you comply with the anti-spam regulation in your area. In the US and Canada, you can send unsolicited emails to companies as long as it is clearly marked as a marketing solicitation or advertisement. Only emails sent through a preauthorized mailing list are exempt.
Not taking into Account On-Site Conversion Rates
The main goal of any website should be to convert, right? However, you’d be surprised at how many people neglect the conversion part of their website. They have an “if it’s not broken, don’t fix it” approach, but rarely can they ascertain if their site is working. Improving website conversions is an easy way to boost your business without spending too much. It is estimated that two to three percent of all visitors to websites end up converting into leads. You could easily double that by making some minor modifications. You could run some a/b testing on your site and make tweaks to your web copy, or you could use analytics software such as HotJar to identify patterns and make corrections.
If you’re in the B2B business, remember that SEO should still play a major role in any strategy, as well as email marketing, as long as you abide by the rules in your jurisdiction. Last, but not least, seek to constantly improve your site’s conversion rates for better results.