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Transcript (slightly modified)
Hi MARION followers. Thanks for watching. Today we’re going to be talking about 4 types of digital marketing campaigns for B2B businesses.
Back in the day traditional used to work very well, but today it’s really not considered the most effective channel to use in terms of getting targeted visitors to your website and to your business. You really need a more adaptive and targeted approach. Digital marketing campaigns really offer that, along with the tracking to attribute where your results are coming from, tracking ROI, and really justifying to leadership and top decision-makers why you should be spending money on certain channels.
Let’s start with – what is a digital marketing campaign? So, a digital marketing campaign is an online effort put forth by an organization to drive conversions, revenue, traffic, or engagement to achieve a specific marketing goal. You’re going to want to set these goals beforehand, and a lot of planning goes into this, obviously.
So, we’re going to cover 4 types of online marketing campaigns for B2B today. We’re going to hit social media, PPC campaigns, podcasts, and referral networks.
Starting off with social media, you’re going to be posting a lot of different things, but you want to balance self-promotional with educational and fun content for your brand specifically.
This can mean going and curating different content from other useful, relevant news sources, or authorities in your field (obviously you don’t want to just post from any mom-and-pop shop). If it’s insightful, valuable information, feel free to share that even if it’s not yours.
If you’re going to post about yourself the whole time (the self-promotional content), if you’re doing that 100% of the time, people will tune out very quickly. So, avoid doing that. Keep in mind with social media that organic reach declined over the past years, so you’re probably going to need to use some type of social media advertising in your efforts just to get the real return on investment for your social media campaigns.
Another great type of internet marketing campaign is going with PPC campaigns. This is going to be more commercial. A lot of times people know that a PPC campaign means business.
When someone clicks on an ad, for instance, in Google Ads, they’re going to know that that’s more to be marketed to. They’re going to find a product there specifically, whereas if they find your page in an organic search, there’s probably a better chance that it’s going to be educational and have a lot of other content on there.
PPC really means business to users, and it’s a great way to target for intent and demographics. You can actually go after age, gender, and income in your PPC campaigns in most platforms, or your can use, for instance, in Google Ads, In-Market segments so that you can identify search patterns. If somebody has been consistently shopping for marketing and advertising services, you can identify those people and market even more to them.
Our third option today is Podcasts. They’ve been exploding in popularity lately – everybody has been trying to get on the (I wouldn’t call it the bandwagon, because it does get real results) Podcast train – we’ll call it that.
You can run your own or advertise on an existing podcast of someone in your industry. Obviously running your own is going to take some experience and some equipment, but it can be a great way to get results for your business. It’s a great way to reach business professionals during their commute in the morning, so you can reach a very targeted audience depending on the topics that you cover in your podcast or the podcast that you’re advertising on.
Lastly, we’re going to cover referral networks. You can use affiliate networking to other consumers. So, people who have used your products or services before are talking you up to anyone they know. There are certain systems out there that kind of incentivize your advocates to go and make recommendations to everyone possible. You can almost have a little network of advocates going out and telling everybody about your product and service, and about how it helped them.
This goes beyond just testimonials or reviews, while at the same time, those are great things that you want to get from those advocates. You can get reviews for your different local business entities, or you can even build real qualified leads from people who have come to your website and see your testimonials from your advocates. It’s word of mouth marketing, really.
Those four online marketing campaign examples are going to be a great way to get you started and get some exposure for your business. Thanks for watching!