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11 Common Mistakes To Avoid When Creating A B2B Digital Marketing Plan

  • Andre Kay
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11 Common mistakes to avoid when creating a B2B digital marketing plan

It’s a digital world out there. Gone are the days of print advertisements and door-to-door sales. It’s all about online marketing now, and if you’re a business-to-business company, it’s time to get on board with internet marketing tactics like digital advertising and social media management. But with so many options available, how can you be sure that you’re choosing the right methods for your business?

We’ve got some good news: we’ve compiled a list of common mistakes that businesses make when using digital marketing for their b2b campaigns!

We will also provide best practices, tips, and examples so that your business can avoid these mistakes!

 

Mistake #1 – B2B companies not understanding their digital marketing options

There are a ton of different digital marketing strategies that you can use for your business. Before getting started on any campaigns, it’s worth taking the time to research these and understand what each one is about. That way, you’ll know which ones will work best not only now but for the future as well.

Mistake #2 – B2B companies not asking the right questions about their B2B digital marketing

What are the digital marketing strategies that I should be using?
This one could be a whole blog post on its own, but here’s the short version: social media, email marketing, search engine optimization (SEO), content marketing, and digital advertising.

All of these should be used in different proportions depending on your business, but it’s not a bad idea to have at least one strategy from each category.

Mistake #3 – B2B companies not experimenting with different digital strategies

Don’t be afraid to experiment! It’s not a good idea to just pick one digital marketing strategy and stick with it for the sake of sticking with it. If you’re only using SEO, you might want to consider adding another option, such as social media or content marketing.

The key is to experiment, so you’ll find what works best for your business.

Mistake #4 – B2B companies not using the right SEO strategy with their B2B digital marketing plan

If you want your business to be found by search engines, then make sure that you keep up with what your target audience is searching for, don’t just use words like “software company” or “manufacture.” This is because even though these may be popular topics, they’re also very broad, which means that there’s little chance of someone finding your website when searching those terms. You should instead include more specific phrases such as “digital marketing software Miami.”

The best approach here is to research keyword trends from Google Adwords Keyword Planner to understand better what your target audience is searching for when looking for your business, products, or competitors.
Many companies neglect this step because it does not seem necessary for their brand at first glance; however, without implementing these search engine optimization strategies (SEO) into your b2b digital marketing plan, you might miss out on some pretty big opportunities that could grow your business.

For example, let’s say you’re a construction company looking to grow your business by expanding into the residential market. Your traditional b-to-b strategy would be to target keywords like “construction management software Miami”, which may bring in some leads but not as many compared with targeting more niche phrases such as “home remodeling cost calculator” and other related terms that are specific to what people who want information on home renovation projects might search for online.

In this case, it is important because if someone searches for those words, they will find your website much quicker, thanks to all of the SEO work you did during the planning stage!

The key takeaway is that SEO helps shape your marketing plan.

Mistake #5 – B2B companies not understanding their target audience

Every company should know its target audience. This is the key to any digital marketing campaign, whether organic or paid. Your industry vertical and customer base will determine who you are trying to reach.

It’s important for marketers in B-to-B industries to consider more specific aspects of a business than just its size, such as the type of product they sell or what types of customers they target.

Understanding your target audience will help you tailor your B2B digital marketing plan to reach the right target audience.

 

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Mistake #6 – B2B companies not using analytics to measure the success of their digital marketing campaigns

Many business-to-business companies aren’t taking a look at the analytics on their digital marketing campaigns. They should be looking for metrics like click-through rates, bounce rate, time spent on a page, and other actions.

Those are all important KPIs when it comes to evaluating your success with digital marketing. The more you know about what is working in terms of traffic generation or lead acquisition and where people are dropping off from converting into sales leads will help frame our future digital strategies.

Many times business-to-business companies just start their digital marketing campaigns with no intention for success. They don’t have goals set beforehand to evaluate whether the campaign was successful or not, which leaves them without understanding how they can improve next time around. Without having a plan in place first, there’s nothing to measure your metrics against, so it becomes difficult to see if anything worked! Before launching any kind of digital marketing campaign, always take some time up front to think through what you want to accomplish from that campaign.

Mistake #7 – B2B companies trying to do everything themself instead of outsourcing tasks or hiring a digital marketing expert to handle their marketing

Digital marketing agencies can be the best source of help for businesses looking to involve themselves in digital marketing. They are a great way to get expert advice or assistance with strategies and content creation, SEO management, and more so you don’t have to do it yourself.

Hiring a digital marketing agency like Sociallybuzz can end up saving you time, money, and energy in the long run.

Sociallybuzz is a B2B digital marketing agency that helps business-to-business companies create, implement and execute digital marketing strategies.
Hiring an agency like Sociallybuzz can be a valuable investment in your future success.

Digital marketing agencies can be the best source of help for businesses looking to involve themselves in digital marketing. They are a great way to get expert advice or assistance with strategies and content creation, SEO management, and more so you don’t have to do it yourself.

Hiring a digital marketing agency like Sociallybuzz can end up saving you time, money, and energy in the long run.

Sociallybuzz is a B2B digital marketing agency that helps business-to-business companies create, implement and execute digital marketing strategies.
Hiring an agency like Sociallybuzz can be a valuable investment in your future success.

Mistake #8 – B2B companies ignoring the importance of social media in digital marketing campaigns

The digital marketing channels for business-to-business companies are usually limited to email campaigns, pay-per-click ads, and content. However, a key component of any digital campaign is social media – but it’s not about the number of followers or friends that you have on these platforms; what matters more is how many people you can reach through them.

Social media should be applied in every b2b digital campaign as a customer acquisition channel with two goals: increase brand awareness and create qualified leads via lead generation efforts. A strong social presence also provides an avenue for businesses to interact with their target audience daily while increasing exposure to both potential customers and industry experts who may provide insight into issues faced by other btob companies.

A best practice for using social media for lead generation efforts would be to incorporate social media marketing into the company’s overall marketing plan with a planned strategy for following up on social engagements and leads.

Mistake #9 – B2B companies thinking that they can’t afford to invest in digital marketing because it’s expensive

You might already be investing in other forms of marketing and research, but if you want to stay competitive, you really should invest in digital marketing. It won’t happen overnight or without headaches, but it’s worth the initial investment because of how much revenue potential there is.

Before any company invests in digital marketing, research must be done to determine the feasibility of a return on investment (ROI) for that current campaign.

Investing in digital marketing is one of the best things a company can do for its business. However, unless someone runs a campaign well, it can be an expensive endeavor if you don’t know what you’re doing and where the money is going.

To avoid this common mistake, here are a few tips and tricks:
– Research the market and understand what your competitors are doing.

– Stay up to date on all new trends in digital marketing. This is important because digital marketing changes constantly.

– Have a solid, researched plan before running any campaign so that you can figure out where to allocate funds. You want to spend money wisely in order for it to be worth it at the end of a project’s lifespan.

Mistake #10 – B2B companies thinking that a website is enough for their business’s online presence

To succeed with digital marketing, you need to think of your digital marketing strategy as a whole. A website is an important part, but it’s not the only thing that matters.

Many btob companies make the mistake to think that just by having a website, they’re doing digital marketing right. Websites are a means to an end, not the end in and of themselves.

The best use case for a website is one where it’s used as a landing page for which other digital marketing efforts can drive traffic. You can then turn that traffic into conversions or leads.

Mistake #11 – B2B companies not keeping up to date with technology and industry Trends

To stay ahead of your competitors in digital marketing, make sure to keep yourself up-to-date on the latest tech and trends in your industry. If you are not utilizing the latest digital marketing tools, then your competitors likely will be, and they may have a competitive advantage over you because of their ability to grow quicker than you can.

The Common mistakes to avoid when creating or implementing a B2B digital marketing plan wrap-up.

To avoid the 11 common mistakes that we’ve outlined in this blog post, it is crucial to have an expert on your side. If you are looking for a partner who can help implement these best practices, provide tips and examples of how they work, or offer free marketing consultations so you don’t make any costly errors along the way- reach out! Our team of experts would be happy to chat with you about our services.

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ABOUT SOCIALLYBUZZ

Sociallybuzz launched in 2009, is a Social Media, Advertising, and Reputation Management Company. We exist to help businesses grow using social media, data, and advertising.

Recognized as one of the Best Entrepreneurial Companies in America, Sociallybuzz was named the Top Marketing Agency to help Franchises strive by Entrepreneur Magazine.

For more information, visit http://www.sociallybuzz.com.