14 Oct 7 Reasons Why Your B2B Digital Marketing Failed
90% of searchers haven’t made a purchasing decision before typing in a search query. More companies are taking their marketing tactics online to try and attract new clients. Without a plan, however, your marketing could fall flat. Are you struggling to turn your B2B marketing spend into sales? Maybe it’s time to reevaluate the plan. We’ll discuss seven reasons why your B2B digital marketing strategy likely failed.
1. Forgot to Set Goals
The most successful B2B digital marketing strategies start with a solid plan.
However, even your plan requires a little strategic thinking. Before you start marketing, break your marketing plan into goals, objectives, strategies, and tactics.
A goal is the overall big idea. What are you trying to accomplish for your team? Goals are qualitative.
Objectives, on the other hand, are quantitative. You can measure the success of an objective with statistics.
Strategies define how you’ll accomplish your objectives with an overall approach.
Then tactics get specific. What methods are you using to meet your objectives?
For example, let’s say your goal is to make your company a preferred resource in your industry. The objective is to increase brand awareness for your new service by 20%. Meanwhile, your strategy for increasing brand awareness is informing current and potential clients about the benefits of choosing your service.
Finally, you can post videos, photos, and interviews as tactics to increase brand awareness.
With specific goals, objectives, strategies, and tactics, you can organize your entire team so everyone is on the same page. Breaking your goals down into these subsets will keep everyone focused on what you need to do as a team to accomplish your goals.
2. The Website Isn’t Right
Once you have your goals, it’s time to look at your tools.
Your company’s website is one of the strongest assets you have for marketing your business. For a successful B2B digital marketing plan, you need a stand-out website.
38% of users will stop interacting with a website if the layout isn’t attractive.
Looks aren’t everything, though.
In addition to improving the layout and design, you also need to consider your web development. Is your website optimized and user-friendly? Is it easy for new users to navigate your site to find what they’re looking for?
If the answer is “no,” it’s time to give your website a makeover. Otherwise, you could lose potential customers every time someone visits your website.
Make sure your website:
- Appeals to your target audience
- Displays recent testimonials
- Is mobile responsive
- Shows eye-catching call-to-action buttons
- Features your social media links
- Offers customers useful information
- Is regularly updated with new services, products, and news
In some cases, your website is your company’s first impression with a new customer.
It’s also a tool for inbound marketing methods such as search engine optimization (SEO) or digital ads. Without a strong website, however, you’re wasting time and money.
3. Forgot Your Audience
Your goals and website speak with the people who matter most: your customers.
Who makes up your target audience? What are their likes, dislikes, and concerns?
The better you know your audience, the easier it is to appeal to their needs and interests.
Try to create buyer personas for your target customers.
Break them into their own groups based on demographics (age, gender, buying habits, etc.). Then, determine what messaging they respond to.
Many business-to-business digital marketing strategies fail because they’re not focused on the customer.
Instead of preaching the benefits of your business, focus on what your audience needs. Consider the problems they’re experiencing. Then, demonstrate how your product or service can help.
By focusing on your customers, you’ll also focus on your business.
4. Irrelevant Content
Great content is evergreen and long-lasting.
What helpful tips, guides, blog posts, or infographics can you provide your audience? Consider the information they’re likely searching for online.
Make sure to update your content regularly. After all, statistics fall out-of-date.
By providing your customers with relevant content, you’re also positioning yourself as a helpful resource.
5. Avoiding Automation
Many companies waste valuable time manually managing their B2B digital marketing campaigns.
Instead, use automation.
Automating your campaigns will improve workflow and help you manage your time.
With automated campaigns, you can also use triggers based on customer actions. That way, you’re able to segment your campaigns based on specific buyer personas. When you personalize your campaigns, it’s easier to connect with a customer’s needs and interests on an intimate level.
As a result, you can show clients you care about their needs and use messaging that appeals to their interests.
6. A Marketing and Sales Disconnect
Your marketing and sales teams need to work together!
Otherwise, you’re both using different messages or working to accomplish different goals.
Get on the same page. Review your goals and objectives for the quarter. Show the sales team what content, messages, and CTAs you’re using to attract customers to your content.
Make sure you’re appealing to the same target audience, too.
That way, everyone is working on the same page to achieve the same goals.
7. No Analytics Review
Once your campaigns start running, don’t neglect them!
Instead, return to your campaigns regularly to review the results.
Which tactics, headlines, and CTAs are working? What content are people responding to most? What about your landing pages?
You can use analytics to review page data, including the number of visitors and how long people stay on the page.
Consider using heat maps, too. This tool will help you see which links people are clicking on or where they’re spending the most time on a web page.
With this data, you can make informed decisions to improve your campaigns.
Otherwise, you’re guessing. Without analytics, you’re not optimizing campaigns with your customers in mind.
Make Your B2B Digital Marketing Strategies Winners
These B2B digital marketing fails are slowing your campaigns down!
By making a few changes, you can improve your campaigns instead. Give your sales a boost with these digital marketing B2B tips!
Request a quote from our team today to improve your marketing campaigns.