Sales teams trying to grow their leads could be focused on inbound efforts, outbound efforts, or both. Needless to say, most marketing efforts have the end goal of generating leads for the business.
Lead generation has grown into a very dynamic process that could be done in several ways. B2B companies searching for leads should be implementing multi-channel marketing. Customers are continually searching for information on different media. With the pressure to find new customers, B2B companies are taking the next steps in marketing to multiple channels.
Generating B2B leads with multi-channel marketing could be daunting. Follow these steps to get you closer to a holistic marketing approach:
Focus on the Audience
Marketers spend countless hours trying to determine who their buyer is, what they look like, and how to duplicate them when searching for more leads. Another important aspect to know about your audience is where they go for information. In the B2B space, it is very important to be specific about the audience you are targeting. For example, you could be setting your sights on Marketing directors of a company that has between 100 – 500 employees located in the US. Logically, one must determine the best media to reach this audience.
Once you select your target audience, create a customer persona that details any insight you might have on your buyer. Find out where they go when searching for information, what their holdups might be, how they establish trust in another company, or if there are multiple players involved in the buying decision. This will help determine the types of channels to place ads in or to become active in.
For so long marketers have placed tv ads, radio ads, print ads and so forth. Now that digital marketing has become increasingly popular, experts are optimizing on their creatives and blasting them everywhere. Using a range of tools increases the chances to be seen, engage, and form a relationship with your audience. Multi-channel lead generation done right will not only increase your reach but will decrease your spend in comparison to how marketing was once done. Lead generation marketing done with a multi-channel approach can utilize some or all of these tools:
Website and blogs
Online advertising (pay-per-click)
To generate qualified leads efficiently through a multi-channel approach is to take an integrated approach. Optimize each medium to its fullest potential. By using clips from a webinar to create a social media post and then developing a white paper on the same topic can save lots of time. Supporting your presence through other mediums will give rise to a seamless lead generation strategy.
Find your audience where they’re at
The struggle with marketing is being in the right place at the right time. This is where a multi-channel approach comes in handy. Being present on multiple channels will give you a much broader reach. Although some may mistake multi-channel for ALL channels, the purpose is to be the most efficient you can be. Choose the most effective channels for your audience.
With B2B buyers taking a turn in the generational gap, many will be younger rather than older. This generation is more online than the last. Targeting through mobile, apps, and online will be much easier than a newspaper ad. Making sure that you are detailed when describing your customer personas will really come into play here.
When using multiple channels may seem like doing more work, the opposite is true. So much time is spent on creating ads, blogs, webinars, videos, content. There is no reason to create a new piece of content for each channel. Again the opposite is also true in this case. Having the same messaging across all mediums will give you the branding you desire. Making sure that everyone is on the same page will help with transparency and consistency.
B2B lead generation can be effective and efficient. Multi-channel marketing is a great way to reach your customers of every industry, size, and level. Take your inbound marketing to the next level and give your customers the convenience of finding you through their favourite channels.
Today, it is not enough to just connect with your customers over one email or one event. Instead, make a statement through multiple channels. Creating a seamless experience amongst all channels will satisfy your audience. It is no longer impressive to have a seamless experience with a company, it is expected. Customers dropping off should not happen due to lack of communication between channels. Digital marketing technology is very efficient nowadays but human intelligence is still needed for dotting I’s and crossing T’s. Marketing software can make the process much easier. Take a look at the reasons why omni-channel marketing is important for every business.
1. Leverage the power of content marketing
With content marketing leading the way in marketing, it is important to find the best way to convert your audience. Time and energy spent on content shouldn’t be limited to just one email blast or one SEO effort or one ad. Combining all your channels will allow you to get the maximum reach/good response for your content. Content marketing tactics include not only blogs but also social media posts, videos, reports, e-books, podcasts, webinars, white papers, and podcasts. Knowing where and on how many channels a certain type of content is placed should be mapped out in the content marketing strategy.
Rather than thinking like a typical business that is happy with a website and Facebook page, reach a broader audience with more platforms. Successful content marketing comes from consistency. Building your brand on all platforms consistently through content will increase your reach exponentially. Other than consistency, make sure content is relevant and helpful to your audience.
2. Marketing automation is key
Chances are that your audience has more than one device close at hand throughout the day. Does that mean you only have to reach one? Unfortunately, there is no clear path that customers take when completing their purchase so covering all options is the best bet. Online and offline channels are blurring. The demand for consistency and convenience is increasing across all channels.
Finding a fluid customer experience across all devices is needed to meet the expectations of today’s consumer. Combining efforts across all channels may sound daunting, but it doesn’t need to be. Marketing automation software provides marketers with an efficient way to maximize engagement with little effort. Connecting your customer before, during, and after a sale will increase brand awareness and perception. Using marketing automation tools will help leverage both online and offline channels without taking up all your time. Not only is it the convenience of time but also a one-stop shop. Brands can manage all aspects of their marketing strategy from a single platform.
With one platform in control of the businesses’ omni-channel marketing efforts, actions are performed more efficiently and effectively for every channel. With the amount of time saved from automating the omni-channel process, the team has the ability to analyze the campaigns performances and make adjustments along the way to optimize their strategy.
3. Purchasing patterns
Brands that are still on the fence, thinking about whether or not an omni-channel marketing strategy is a right approach may find this statistic to be worth their while. In a study from IDC 73% of shoppers use multiple channels during their purchasing journey. This strategy not only captures your current audience but can also be responsible for expanding your content and reaching a broader range of your audience.
4. Omni-Channel marketing trends
If you are still not convinced how important an omni-channel customer experience is, then some of these trends may set you straight. About 20% of consumers use a mobile device to redeem coupons at a physical store location. With more personalized mobile promotions, consumers are more likely to make a purchase in store, increasing sales.
Not only do customers expect all channels to be available to them, they are eager to let you know what channel they prefer. Many marketers are asking their customers which medium they prefer to receive information. Whether they choose SMS/text, email, or social media, all channels should be able to provide adequate information with convenience to the consumer.
5. Live events
If your business is online connecting with people in a live setting is always helpful. Reserving a booth at a conference, sponsoring a seminar, or going to a networking session are great places to start. Branding yourself in person and making the physical connection will give your business another dimension to be remembered by. The great things about events are that you can also promote them online with the help of different channels available.
6. CUSTOMERS DEMAND
As mentioned plenty of times, brands need to keep up with the trends to satisfy their customer needs. Expectations are soaring for companies to have the best ads, websites, email campaigns, blogs, and everything! It is no longer enough to have an amazing product. Take Amazon for example. You can order a blouse today and have it on your front porch by tomorrow. Identifying the customer needs will put you a step above the rest of the competitors with your customers clinging to you for their convenience.
7. Internal communication
In order to make your omni-channel strategy work, your marketing team needs to be on the same page. Make sure everyone know which campaign is running, how to respond to feedback, and how to monitor the inbound and outbound communication. Every department plays an important role in marketing as all are connected. Every department should be informed about the marketing strategy. Omni-channel is not just a digital marketing strategy but a companywide integration which makes each and every interaction with your customer a unique and seamless experience. With everyone working on the same objective, communication becomes free-flowing, barriers are broken, and everyone can work together.
No matter what industry your business is in, all companies can benefit from utilizing an omni-channel marketing strategy. With the either your client, customer, or audience in mind, make communication easier for you by making sure it is easier for them.