By Wendy Marx
A lot has changed in the realm of B2B marketing strategies over the past year. New technologies have entered the market. Executives have new demands on marketers. How can you not only keep up, but pass these hurdles with flying colors?
Let’s talk about that.
Hubspot’s recently released State of Inbound report has provided us with key data that reveals what challenges are top of mind for marketers in 2017. Let’s examine the top 10 challenges, and the solutions that you need to know moving forward.
10 Hurdles That Today’s B2B Marketing Strategies Face
1. Generating Traffic and Leads
The Hurdle: This overwhelmingly polled as the #1 challenge facing marketers in Hubspot’s 2017 State of Inbound report. What makes this such a hurdle? Marketers today face more content overload than ever before, and the competition is fierce to create content that gets people back to your site.
The Solution: Marketers need to focus more on the quality of their content and the types of content formats they use.
Actively participate in your content creation. Look at your competitors to get a clear idea of what content is popular, and pour your efforts into creating similar but better content. To keep your content up to par with today’s bursting marketing scene, utilize tools that will get you results — such as Canva to create visual content, or Grammarly to ensure your written content is grammatically correct.
High quality content could also mean more long-form content. Do you have an ebook? A white paper? A long-form blog post of 1600 words or more that gets into the nitty-gritty of an industry issue? If you don’t, now’s the time! Such content can attract more traffic, and turn that traffic into leads. Studies show that long form content (of 2,000-3,000 words) consistently receives more shares on social media, and more organic traffic than its short-form counterpart.
Browse social media to see what kinds of content your audience most often shares and comments on. Infographics? Videos? Case studies? Approach this with an open mind, and truly get to know what interests your audience.
2. Proving the ROI of Your Marketing Activities
The Hurdle: Even with the analytics tools on the market today, proving the worth of every campaign or piece of content remains a top hurdle for marketers. To many, the time it takes to monitor and prove the effectiveness of every channel, campaign, and piece of content can seem like a monumental task.
For others, the variables that affect a purchase — from the number of decision makers at a given company to economic trends — are numerous. How do you keep track of everything? And with so many avenues available to measure ROI, how do you know which one is the right fit for your company and goals?
The Solution: First of all, keep it simple. Stick to avenues that will be easy Go to the full article.
Source:: Business 2 Community