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3 Things to Do When Your B2B Marketing Strategy Isn’t Performing

B2B marketing isn’t easy in the digital age and can quickly become expensive and disappointing if they aren’t expertly crafted and managed. If you find that your campaigns just aren’t bringing in the connections and leads you were hoping for, here are three things to consider from our digital marketing agency and social media management team that will get you back on track.



B2B Marketing Tip #1: Go to Your Audience – Don’t Wait for Them to Come to You
Your objective is simple – to sell – but being sold to isn’t the objective of your audience. Instead, you need to join your audience and participate in their conversation rather than trying to create a conversation that’s all about your products and services. The aim here is to build trust and credibility, and that means pushing their interests – not yours – so talk about issues or challenges that they face rather than your product offering.

Another good idea is to look at what is being said about your industry and brand – this is where social media management is very useful. You want to create content that answers questions that people are asking about your industry, questions they ask on your social media profiles, or issues they raise. Your social media management team should also be properly briefed and prepared to answer these questions timeously and in your brand voice.


B2B Marketing Tip #2: Improve Your Keyword Research
Often, businesses make the misstep of only focussing on keywords that offer a high search volume – it may seem like the common-sense way to go, but it’s better to also consider the search query itself and who else is competing for those words. As a digital marketing agency, we always recommend that you not only create new content based on your revised keyword research but that you also go back to past quality content that isn’t performing and optimise it as well, as this gives you more to post.

In addition to posting blogs and updates, think about sharing industry news, articles written by connections in the industry/people in your network and more. It makes frequent posting easier and more manageable.


B2B Marketing Tip #3: Create Content for Each Stage of the Funnel
Once you have your connections, keywords and content sorted out, segment it to different parts of your sales funnel – because in the end, B2B marketing is still about making a sale. Top of the funnel content should be the most general, topics that inform and relate back to a client’s goals. Middle of the funnel content should focus on specific challenges that people have, targeting individuals who are looking to solve a certain issue or challenge, or reach a particular goal. Bottom of the funnel content is your sales content – the content that the client reaches when they’re ready to purchase.

If you’d like assistance in developing and implementing a powerful B2B marketing campaign complete with expert social media management, please contact the team at our digital marketing agency in Melbourne today.
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