As we have previously discussed, it is difficult to decide on one strategy or another without having a clear idea of what your company’s business objectives are. Both SEO and SEM are two essential strategies in online marketing and for this reason we will discuss the advantages of combining them.
If your initial goal is to boost the positioning of your B2B company, the ideal thing is to start with the SEO strategy as soon as possible. If you delay in doing so, it will take longer to obtain results. As we have said, SEO is not fast, so until your website appears well positioned in the search results, the ideal thing is to combine your SEO and SEM positioning strategy.
When the website starts to position itself
and gain visibility in Google SERPs, then you can do without SEM campaigns or activate them occasionally to promote a specific new product or service.
Pro tip: Use your SEM campaigns as an experiment to detect new keywords and apply them to your SEO strategy
Table of contents
1. What is a marketing campaign?
2. Particularities of B2B marketing
2.1. Differences between B2B and B2C customers
3. Steps to create a marketing campaign
3.1. Before you start
3.2. During the campaign
3.3. End of campaign
4. Types of marketing strategies for the B2B sector
4.1. Inbound Marketing
4.2. Social Selling
4.3. Account Based Marketing
4.4. Paid
4.5. Offline marketing
What is a marketing campaign?
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Particularities of B2B marketing
Differences between B2B and B2C customers
Although they may overlap in some aspects, marketing aimed at other companies (B2B) and marketing aimed at the final consumer (B2C) are actually very different: they differ not only in their audiences and the channels to communicate with them, but also in their strategies and applications.
B2B marketing addresses the needs, interests, and challenges of those making purchases on behalf of an organization, so the customer is actually the company itself. B2C, on the other hand, must cater to the desires and interests of individual consumers, so the customer is the person themselves.
Taking this HubSpot article as a source
In summary, there are several differences if we take into account several factors:
Meta : In B2B, customers focus on ROI, while in B2C they look for deals and entertainment.
Agents involved : in B2B sales, several people are involved in making the decision, while in B2C the decision usually depends on only one person, who will normally be the one who enjoys the product or service in question.
Solution timeframe : In the B2B sector
solutions are provided in the medium or long term and a certain collaborative relationship with the supplier is sought. In contrast, in the B2C sector this relationship is not sought and the solution is expected to arrive in the short term.
Finally, it is worth noting that the same organization can have two aspects: one oriented towards B2C and the other towards B2B. For example, a soft drink production company can, on the one hand, focus its strategies on finding importers and distributors, but at the same time be carrying out campaigns that make it gain recognition among end consumers.
Steps to create a marketing campaign
Now that we know what a marketing campaign is and the particularities of the B2B sector, we are going to explain step by step all the keys to launching your campaign.
Before you start
What should a marketing campaign have? Before we get down to the practical part, we need to make some decisions regarding several issues:
Goals
First and foremost, define the objectives of your marketing campaign . As you have probably heard many times, to ensure that they are met, they must be SMART:
Specific (specific)
M easurable (measurable)
Achievable (achievable)
R elevant (relevant)
Time -bound
To do this, you must ask yourself: What is the purpose of the campaign? Your objectives may be, for example, to obtain a certain number of leads, MQLs or SQLs , a certain number of new clients, resource downloads… The more specific they are, the better you will focus your campaigns.
For more information you may be interested
in reading this article: How to define sales and marketing objectives quickly and easily .
Audience
Who do you want to be interested in your europe cell Phone number details product or service? What segment of the population do you want to impress? Keep in mind that in the B2B sector, even if you want to close a sale with an organization, there are still people behind it (although it may sound obvious, sometimes it isn’t). Therefore, in this sector we can segment by their position within the company, company size, location…
Depending on your sector production
scope or agent email list logistics capacity, you may need to target a specific geographic area . Imagine that your company is dedicated to designing industrial solutions in the food sector. It would be useless to attract the attention of a maintenance manager of a large German company if, when carrying out the project, the transport and subsistence costs of the deployed personnel are going to be impossible to cover.
This point is crucial, as it is essential
to know the role of the different agents involved in the sale : who is the decision-maker, the influencer…
Media
Through what media or channels are we going to communicate with them? Do they visit a particular media outlet with a certain frequency? Do they use social networks at a professional level.
