Business to business marketing is a difficult and sometimes strange industry. It can be difficult to reach and communicate with prospective customers. One of the most difficult facets of B2B is how to best utilize digital marketing and maximize your effectiveness with the latest digital marketing tools available.
The world of marketing is constantly evolving and companies have to be aware of that to stay on top of current technology and trends to stay relevant and current. Here are 3 common marketing mistakes that companies are making today.
1. Poor Search Engine Optimization
You would be hard pressed to find someone who doesn’t know what Google is today. It has become one of the most dominant entities online. People have become accustomed to using it everyday, and because of its powerful search engine algorithms, the answer to virtually any question is just a Google search away. Having that much information at your fingertips is an amazing feat that most of us take for granted today.
But what happens when one of your customers or a potential customer types in a search and the results come in? Which link will they choose? Will it be yours? Are you even in the results? Most people will never look beyond the top results and immediately click on one of the top listed articles. This means that making sure your website, web pages, or blog articles are properly optimized for search engines is extremely important.
People look for a wide variety of things online, including tools and machinery for construction, agriculture, and trucking. When a prospective customer types in a query, whichever company or author’s article pops up first gains a significant advantage over the competition. There are many ins and outs to optimization, and most just aren’t educated in how to do it correctly. That’s why Randall-Reilly’s SEO specialists, Tye Odum and Eric Ward, have compiled some very helpful information on the topic to help you get the most out of online organic search results.
2. Bad Online User Experience
Even if you are adhering to the best practices of SEO, getting prospective customers to your site is only the first step. It is imperative that your website and any pages or blogs are easily navigated and kept current. As I’ve pointed out in the past, no one wants to become a joke because of their antiquated website.
Having your website function properly and look aesthetically pleasing on laptops and desktop computers is wonderful, but there is another area that many overlook.
More people than ever are using cell phones and tablets to navigate the web today. For this reason you must design and optimize the user experience with mobile in mind. No matter how someone accesses your website, it is important that they are presented with the best possible experience.
3. Using Faulty or Incomplete Data
No matter how good your product is, you have to be able to reach your target market to actually sell your product and make a profit. Having a web presence designed around mobile functionality will definitely help, and getting the most out web traffic with proper SEO is wonderful. But for most companies a lot of their business comes from targeting prospects and actively seeking out their desired customer base. This is all made possible through the use of data.
Making sure data is actually accurate and up to date is another issue entirely. Far too many companies continue to have minuscule returns because of their reliance on out of date or incomplete data. Up to 75% of a marketing campaign’s success can come down to having and acting on accurate data.
Another factor that many overlook is data decay. Even if your data is accurate today, without constant attention it will not stay that way for long. According to a Hubspot study, up to 22.5% of email marketing databases naturally degrade every year.
In addition to data degradation, a huge number of people change some form of contact information from year to year. It’s for this reason that just having data, even accurate data, is not enough.
Source: Target Marketing Mag
To remain useful the data must be maintained, cleaned, and kept current. Using data from a source such as EDA will ensure that you have a robust, up to date industry info that is constantly cross-checked and updated for accuracy.
Staying ahead of the competition is a difficult proposition. Focusing on these key areas is sure to increase your B2B marketing success rate. Of course, there are many other factors and areas that can and do affect a campaign’s success, but these three are major factors that many in the B2B marketing world overlook.
Optimizing SEO, making sure your website is well designed for mobile and up to date, as well as maintaining cleaned and accurate data are tremendous ways to boost any campaigns’ conversion percentage.