Every marketing campaign is different, but there are a number of factors that can reliably contribute to their success. Whether you’re a SaaS or product-based business, all good campaigns start with a clear marketing strategy. Use your plan to outline objectives, risks, and budgets to ensure your team knows what is expected.
Consider what kind of marketing campaign you’re running—it could be anything from promoting a new service or call router system to raising brand awareness. The key is to nail down your marketing KPIs and goals to build a solid foundation from which to work.
This will enable you to define what your campaign’s success will look like and pave the way for future projects. You’ll be able to look back at the campaign’s performance and better adjust your strategy for the next project.
Once you’ve nailed your strategy you can start tweaking your marketing campaigns to drastically increase demand.
#1: Target the right audience using keywords
Effective B2B marketing campaigns need to start with a clear vision of their target audience and their content then has to be tweaked accordingly. This means you’ll want to filter out non-fit audiences. This is where the power of keyword research comes in!
Don’t underestimate its value—conducting effective keyword research is key to every campaign because it will direct the focus to your target audience. One of the main areas of importance is search intent; what is your audience’s objective behind the search phrases they use
Understanding the search intent behind terms and phrases will go a long way in creating better results and conversion rates. What you need to know first is which users you’re specifically targeting. As a B2B company, you’ll want to make sure you’re gearing keywords in your copy to other companies or individuals searching for business services and products.
This could be as simple as including the word, “business” in your copy, or focussing on industry-related jargon. If you’re targeting SaaS businesses, for example, you may need to use key phrases such as power dialers or free Skype alternatives.
Once you’ve tackled this, you can move on to understanding your user’s search intent on a broader scale. Are they ready to access your content straight away or are they still in the research phase? Whichever group you want to filter out, be sure to eliminate keywords that trigger their intent in the first place.
#2: Use remarketing data
The most effective marketing campaigns will not only be creative, they’ll be curated. Gearing ads toward specific users is key to acquiring more viable leads and higher conversion rates. Knowing your target audience is fundamental to creating high-quality, curated ads and campaigns. One of the easiest ways to do this is via remarketing data.
Don’t just throw out random campaigns to users that have visited your website. Get behind the scenes and find out what specific pages those users have been on. Personalization is key to getting gains on your campaigns—it’s all about targeting users based on what they’ve been searching for.
Perhaps X number of users visited your page on mobile device management (MDM). Remarket using their data by creating campaigns that speak to your users’ search needs. This could be as simple as creating a campaign that focuses on selling MDM and product lifecycle management software.
So, it’s simple; analyze pages visited by users, gather remarketing data to create ads relevant to their search, and then send out your campaign.
#3: Share content before and after events
When B2B marketers host events, most of their time and energy goes into creation and prep. The timeframe just before and after an event is forgotten, and this is where marketers miss out.
With most businesses transitioning to remote work, it’s more important than ever to ensure you organize virtual events to promote engagement. The digital tools now available can ensure business continuity at a time when most teams work remotely.
Events help provide interaction between you and the user so be sure to take the shift seriously. Online events require a little more creativity to motivate users to get involved so optimization is key.