B2B Digital Marketing

Digital Marketing Strategies = Key to Success

It happens all the time; Clients come to us and want to run a Google Ads search campaign or a LinkedIn Ads campaign to generate new business. When asked about their digital marketing strategy, they don't have one or it's half baked.

Before you get into creating your digital marketing strategy, you'll need to define your marketing goals. There is a key difference between marketing goals and objectives.

Marketing objectives are the overarching outcomes you want to achieve, which you set for your team. Marketing goals are the steps you'll need to complete to reach your objective.

The key components of an effective digital marketing strategy are:

  • Setting objectives
  • Understanding your target audience
  • Selecting the right channels
  • Creating engaging content
  • Leveraging technology
  • Measuring success

Marketing goals are where the rubber hits the road so to speak. This is where setting the right goals and executing them properly are key. You’ve probably come across SMART goals before but, just to recap, they should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

At Digital Direct, we're all about execution. You and your team have the plan and goals in mind. We here to help you reach those goals.

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The final 2 pieces of the puzzle are understanding your target audience. These are referred to as buyer personas and the buyer's journey. 

Digital marketing strategies
HubSpot vs SalesForce

To learn more about B2B lead generation strategies, click here.

Elements of a digital marketing strategy

Digital Marketing Strategies: Setting Objectives

Here are some examples of marketing objectives:

  1. Increase blog subscribers.
  2. Reach more visitors with organic search traffic.
  3. Improve the mobile traffic conversion rate site-wide.
  4. Increase MQL conversions.
  5. Boost average monthly open rate.
  6. Increase MQL-to-SQL conversion rate.
  7. Improve overall NPS score.
  8. Enhance Facebook engagement.
  9. Increase total market share.
  10. Evaluate ad impact.

Setting objectives is the foundation for digital marketing success; it gives you a clear, measurable framework to build on. Your digital marketing objectives should be informed by your overall business goals and objectives, ensuring they are aligned with each other. Once you have identified your digital marketing objectives, you can begin to build out your digital marketing strategy.

Digital Marketing Strategies - setting marketing goals

Setting your marketing objectives will help to determine your digital marketing strategy

Digital Marketing Strategies: Your Target Audience

The next step is to understand who your target audience is (buyer persona) and what what steps they take in making a decision to purchase your product or service (the buyer's journey). It's important to get an understanding of their behavior; this will guide you in selecting the right digital marketing channels for your strategy. Once you've identified which digital channels are appropriate, start creating engaging content that resonates with your audience.

What types of content does your audience respond to? This chart shows what types of content appeal to Engineers on LinkedIn. It's a nice bit of research. This is just one aspect of understanding your target audience. You'll need to create a buyer's persona that goes deeper in terms of understanding who your prospects are and how to reach them.

Technology can help you reach and engage your digital audience more effectively. Leverage the latest digital marketing technologies to capture data and insights about your digital customers. This will help you gain a better understanding of their behavior, which in turn will help inform your digital marketing strategy. Use technology to track and optimize digital campaigns so that you can improve performance in the future.

As part of creating your buyer persona, you'll need to understand the pain points that are leading them to take action. To reach these prospects early in the marketing funnel, come up with the questions they ask while researching solutions to the pain points / problems they are trying to solve. Create content that answers these questions and you'll begin to engage with your prospects. There's been a lot of talk about being a "thought leader" in your space. Before you and your organization get there, try to create content that doesn't s*ck.

buyer personas
Digital marketing strategies - what content does your audience respond to?

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