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3 Major Marketing Campaign Opportunities B2B Technology Brands Missed

Think back to your last great marketing Campaign. It was creative, insightful, maybe even a bit innovative. It was a big hit with your audience, engaging them with just the right message at just the right time. Perhaps it even won some awards.

It was also expensive—but it drove engagement and sales, so overall it was a success.

Now consider this: Where is that content today? Is it buried so deep on your website that even Google’s spiders have a hard time finding it? Or perhaps you deleted it altogether, making room for the next campaign, and the next, and the next…

This is exactly what many B2B Brands do, and it’s a shame. Great marketing campaigns that are part of a long-term, sustainable content strategy have much longer shelf lives, and therefore yield greater ROI over time.

Many B2C brands do this well. For example, you’re probably familiar with Dove’s Real Beauty campaign. One of the most successful marketing campaigns ever, it has helped boost sales from $2.5 billion to $4 billion and was named the Top Ad Campaign of the 21st Century by Ad Age. It’s also 12 years old and still evolving: what started with a billboard in London and Canada, asking passing motorists to vote on whether featured women were “fat or fit?” or “wrinkled or wonderful?” Then there was a series of print ads showing beautiful women of all shapes and sizes. Now, Dove produces inspirational commercials and YouTube videos like “Sketches,” which is one of the most viral ad videos of all time. The brand has also launched several successful social media campaigns, including #SpeakBeautifully and #WomenGetTold, all of which feed back into the larger “Real Beauty” theme.

Granted, it’s easier for a B2C beauty brand to sustain a long-lasting marketing strategy than it is for B2B technology companies to do so. Low self-esteem is a perennial issue, whereas technology changes quickly. So, it makes sense that brands create new campaigns for the launch of each new product or service. But if those campaigns are strategized to fit into a holistic content strategy, they don’t need to disappear as soon as the next product or service launches. Instead, each campaign ties into and accelerates the next.

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Why is this a winning strategy? And how could it help B2B technology companies get more bang for their marketing bucks?

Think Bigger, Win Bigger

Like all brands, B2B technology companies have had to exist on the cutting edge of marketing transformation to compete in the digital world. Rather than sticking to the usual business content staples—white papers, case studies, client testimonials—many forward-thinking marketers are also launching podcasts, YouTube channels, gaming apps, virtual reality videos, and even short films. They’re telling great stories and using cutting-edge technology to do it.

But more often than not, these innovative campaigns are one offs—standalone content with short lifespans and big price tags. Even when they’re successful, they often don’t yield the ROI marketers hoped for, which can make it hard to justify future investments into similar content.

Rather than treating campaigns like moments in time that start and stop, brands can use them as acceleration points for growth within a content and editorial strategy. There are many benefits to this approach, including:

  1. Greater ROI

Because campaigns and their surrounding stories are related to other campaigns and their surrounding stories, there are ample opportunities to cross-promote and drive users back to the older (but still relevant) content. By giving content a longer life, this strategy increases the return on the investments that brands have made with creative agencies and media partners.

  1. Scalable Content

B2B brands across industries are looking to expand their business resource centers and their thought leadership presence on social media. That requires a lot of content—not just slapped-together content, but compelling stories and useful insights. And that, of course, requires time and money. Because having a long-term, holistic editorial strategy means content stays relevant for longer, it also means brands have more quality content they can repurpose, distribute across various channels, and use to build up their websites.

  1. Better Content

With a long-term content strategy, brands learn from each campaign’s performance and can use those insights to refine future campaigns. When they start from scratch, they also start out in the dark—not knowing if the campaign will resonate with their target audience or how the content could be better. This doesn’t mean brands should just do the same thing again and again. Keeping content fresh means introducing new topics, entering new channels, and experimenting with new forms of content. But having a central editorial strategy keeps brands focused on what their audiences need most from them—and poised to switch gears quickly when those needs change.

  1. Stronger Brand Reputation

A unified content strategy helps brands distinguish themselves from competitors. Dove is known for making quality beauty products, but so are dozens of other companies. All those other brands are not, however, known for working to change women’s negative perceptions of themselves. That’s Dove’s thing, and it’s powerful stuff. When B2B brands find something to be “known for,” they set themselves apart from the competition. Instead of being just another brand in the crowd, they become go-to experts.

Want to be top of mind for your target audience and to extend the reach of your expensive marketing assets? Start thinking bigger.

Article From: skyword.com



This post first appeared on Technology Mailing List, please read the originial post: here

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3 Major Marketing Campaign Opportunities B2B Technology Brands Missed

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