Dealing with digital: five B2B marketing hurdles to overcome
Jimmy McCann, Head of Digital Strategy at Search Laboratory, highlights the main pitfalls for B2B brands when it comes to marketing strategy, and how to overcome them.
The beginning of 2020 offers a fresh opportunity for B2B brands to re-evaluate their marketing strategy and ensure that all potential and current clients are being reached. The evolution of digital means that the marketing industry is constantly changing, and brands need to constantly revisit and adapt both their business and marketing strategy if they are to maintain a competitive edge.
Long gone are the days when content marketing simply meant posting a few blog posts on the company website each month. Content has evolved to include not only written copy, but everything that goes out on behalf of the business; this includes everything from social media to videos, podcasts and whitepapers.
Creative and informative content can be used to attract and engage with your target audience early on in their buying process, but B2B businesses often fail to have an effective content strategy in place – if they have one at all. Ensuring that you have a consistent and joined up content strategy in place is essential if you are to reach existing customers and attract new prospects, as well as establish your brand as an industry leader.
One pitfall that B2B businesses can face when developing a marketing strategy is inaccurate or limited data. The most important step you can take is to ensure your data is as accurate as it can be and that you’re tracking all the right things that tie into your overall objectives. Lots of businesses neglect this and it can result in decision-making from flawed data.
One often overlooked feature of Google analytics is the ability to enrich site behaviour data with 1st party customer data. Including this information allows you to understand the stages users are at in their purchase journey as well as the ability to segment into customer types (as per your unique definitions).
Following on from the previous point - It’s important for B2B businesses to collect and analyse their customer data and use these insights to guide their marketing strategy. Utilising these insights in Google’s advertising platforms allows you to better target your specific audience better and spend your marketing budget more efficiently in order to reach new prospects.
Customer data is particularly important when creating effective PPC and programmatic remarketing campaigns, as it can be used to identify where in the customer buying journey someone is and target them accordingly.
Search Engine Optimisation
It is a misconception that SEO is only relevant for B2C brands and should not be considered for a B2B business. Research shows that 71% of B2B researchers start their research with a generic search online. B2B businesses need to prioritise their company’s SEO in order to improve their online visibility for relevant keywords and search terms.
Ensuring that your brand is consistently at the top of SERPs through SEO best practise will ensure that you are at the forefront of clients’ minds throughout the purchasing process. Of course, this has to be backed up by strong branding, quality work and proven results before securing a new client. However, the consistent exposure and reiteration of your brand at various stages of your customers journey will ensure you are a prominent and an influential option in the final business decision.
When expanding your B2B business into international markets, it’s important that you get the messaging right in order to compete against local businesses in the SERPS.
Many translation agencies simply translate web content without considering cultural differences. Localising your website and its content using mother-tongue SEO specialists is essential if you are to successfully launch your brand into new markets, as they understand the audience’s culture; from what motivates their purchases, to what they consider to be trustworthy. Mother-tongue speakers are also able to conduct thorough local keyword research, ensuring the words used on the website and in campaigns are reflective of those that are most common in that specific market.
By using mother-tongue SEO experts to localise your website for new markets, you improve your chance of resonating with users internationally, right from the outset.
For more information on business topics in the United States, please take a look at the latest edition of Business Chief USA.
G7 Summit guide: What it is and what leaders hope to achieve
Unless you’ve had your head buried in the sand, you’ll have seen the term ‘G7’ plastered all over the Internet this week. We’re going to give you the skinny on exactly what the G7 is and what its purpose on this planet is ─ and whether it’s a good or a bad collaboration.
Who are the G7?
The Group of Seven, or ‘G7’, may sound like a collective of pirate lords from a certain Disney smash-hit, but in reality, it’s a group of the world’s seven largest “advanced” economies ─ the powerhouses of the world, if you like.
The merry band comprises:
- The United Kingdom
- The United States
Historically, Russia was a member of the then-called ‘G8’ but found itself excluded after their ever-so-slightly illegal takeover of Crimea back in 2014.
Since 1977, the European Union has also been involved in some capacity with the G7 Summit. The Union is not recognised as an official member, but gradually, as with all Europe-linked affairs, the Union has integrated itself into the conversation and is now included in all political discussions on the annual summit agenda.
When was the ‘G’ formed?
Back in 1975, when the world was reeling from its very first oil shock and the subsequent financial fallout that came with it, the heads of state and government from six of the leading industrial countries had a face-to-face meeting at the Chateau de Rambouillet to discuss the global economy, its trajectory, and what they could do to address the economic turmoil that reared its ugly head throughout the 70s.
Why does the G7 exist?
At this very first summit ─ the ‘G6’ summit ─, the leaders adopted a 15-point communiqué, the Declaration of Rambouillet, and agreed to continuously meet once a year moving forward to address the problems of the day, with a rotating Presidency. One year later, Canada was welcomed into the fold, and the ‘G6’ became seven and has remained so ever since ─ Russia’s inclusion and exclusion not counted.
The group, as previously mentioned, was born in the looming shadow of a financial crisis, but its purpose is more significant than just economics. When leaders from the group meet, they discuss and exchange ideas on a broad range of issues, including injustice around the world, geopolitical matters, security, and sustainability.
It’s worth noting that, while the G7 may be made up of mighty nations, the bloc is an informal one. So, although it is considered an important annual event, declarations made during the summit are not legally binding. That said, they are still very influential and worth taking note of because it indicates the ambitions and outlines the initiatives of these particularly prominent leading nations.
Where is the 2021 G7 summit?
This year, the summit will be held in the United Kingdom deep in the southwest of England, with Prime Minister Boris Johnson hosting his contemporaries in the quaint Cornish resort of Carbis Bay near St Ives in Cornwall.
What will be discussed this year?
After almost two years of remote communication, this will be the first in-person G7 summit since the novel Coronavirus first took hold of the globe, and Britain wants “leaders to seize the opportunity to build back better from coronavirus, uniting to make the future fairer, greener, and more prosperous.”
The three-day summit, running from Friday to Sunday, will see the seven leaders discussing a whole host of shared challenges, ranging from the pandemic and vaccine development and distribution to the ongoing global fight against climate change through the implementation of sustainable norms and values.
According to the UK government, the attendees will also be taking a look at “ensuring that people everywhere can benefit from open trade, technological change, and scientific discovery.”