Where To Start With Lead Generating Apps And Channels For B2B Businesses

Wondering which apps and social channels to use to effectively promote your B2B company? Look no further! As experts in B2B marketing and marketing automation, we’ll delve into the best digital tools for you, and where to start.

Where To Start With Lead Generating Apps And Channels For B2B Businesses
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, July 25, 2020
Which tool to use

Essentially, it’s about selecting the right tool to fit your user persona. Some channels are better than others to find your target audience. A good place to start though is LinkedIn, supported with Twitter and email marketing. This differs from B2C marketing, which often looks to Facebook and Instagram.

So, that’s settled then…

Get posting on LinkedIn, Twitter and sending marketing emails, and you’re sorted. Right? Well, sort of, but here’s the cautionary note. You always need to know and understand your user personas to get the most from digital channels. Without that insight, you’re shooting in the dark with any online activity.

It’s all about the journey

As well as knowing your user personas, you need to have clarity on their user journey. Once you have that intel you can build everything around your audiences. That could be paid ads, sponsored posts, organic search.

There are plenty of powerful ways to leverage digital channels. The key is doing it effectively to hit your audience on the right touchpoints along their journey and maximise your ROI.

How we do this

Armed with the right persona information, we personalise the user experience. Let’s start with email marketing automation to demonstrate this.

Drip campaigns through marketing automation are one example of this personalisation to create email journeys. By using sophisticated tools, email campaigns can be used to create an ongoing and meaningful conversation with customers.

And why put your effort into doing this? Well, firstly because studies show that loyal customers make up 65% of all sales for a company. As an agency, we use a multitude of platforms which include automatic messages to encourage engagement, and customised, automated actions for your leads.

How personalised is it?

Put it this way, email marketing platforms allow you to target customers with the right offer. You simply need to segment your lists to create the right brand email marketing experience. And if you’re directing your customers to the right offer, the right part of your website, you’re making it extra easy for them to keep buying from you.

It also sends automatic campaigns when you update your blog or RSS feed.

Keeping track

Just one word here. Monitoring. That’s the only way you’ll know whether your online B2B marketing campaigns are working. There are various ways to keep track of using analytics and reporting.

But before you get caught up in reporting tools, remember the reasons for collecting this data in the first place. It enables you to optimise your strategy, gather more relevant data from your audience, and understand their preferences and needs.

This gives us the insight to build solid SEO campaigns too. In turn, we start to understand how people are finding you and your competitors through search. It informs our PPC advertising strategy, and which keywords to bid on. And this will enhance your profile online.

And the social bit …

Social channels need a blog of their own to cover it effectively. But to dip a proverbial toe into the subject, we work with marketing teams to create content plans that are both tactical and push engagement. You also need to find your social media brand voice to make the most of these conversations.

But more on this next time. In the meanwhile, if you need an agency with specialist knowledge on B2B online marketing, contact our team now.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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