You’ve thought about it, Googled it, brought it up at meetings, and you’re heading in the right direction. Yes, it’s time to partner with a B2B digital marketing agency that provides the expertise, strategy, tactics and technology to drive more customers to your B2B company.
What is digital marketing? It’s a term that covers a variety of online marketing efforts. You might already be using some digital marketing tactics. Obviously, you have a website, where customers can learn about and maybe even purchase your products. Perhaps you’re posting on social media and engaging in email campaigns.
As a digital marketing agency in Philadelphia, we’ve seen a lot of B2B companies string together (sometimes random) tactics with the hopes of generating leads online. That’s why partnering with an agency can help a B2B company devise an integrated strategy that grabs the attention of customers as they are searching for information to guide their purchase decisions. That leaves you to do what you do best — research, develop, manufacture and provide the best products in your industry.
Here are 5 advantages of partnering with an Integrated Digital Marketing Agency:
1. Strategic planning
Creating a focused marketing strategy is a necessary but labor-intensive task. An agency can offer an outside perspective and look at the big picture. Together, you can define and evaluate your goals, identify your key buyer personas and develop a comprehensive roadmap to reach them. After all of the groundwork is in place, this insight is used to create and execute a tactical plan.
2. Messaging & content
After creating your marketing strategy, an agency will guide you in developing a clear, consistent messaging platform informed by the overall plan. From there, they will help you with determining the right kind of content to reach your audience. This content will bring prospects to you, as well as establish or further your credibility as an industry leader. In addition to strategizing and planning, an agency can provide you with its team of writers and designers to consult with you and then create targeted content, so you don’t have to.
Website & SEO
The success of your digital B2B marketing program relies greatly on an expertly designed website and a thorough search engine optimization strategy. An agency’s experts can help your company make the most of SEO to go beyond simply finding your website through a search.
When prospective customers search industry-related terms, you want your company on the first search page. A user experience that’s easy and productive will attract and retain prospects and encourage more engagement. In addition, responsive web design allows your site to provide that user-friendly experience, no matter what device they are using. Furthermore, it increases the overall mobile traffic to your site.
Your customers and prospects conduct online research before reaching out to a sales rep. You need them to find you during this research phase. That’s where an agency comes into play — to develop an inbound marketing strategy that drives prospects to your website.
For example, a key inbound tactic is blogging. Your agency can guide, produce and analyze your blogging efforts (see messaging and content above). An effective blog provides information that your prospects are Googling to find. When you’re the one providing that content, you’ll see more traffic to your website.
Automating, measuring & reporting
A integrated digital marketing agency also has the technical knowledge to automate your lead nurturing process. This is done by automatically sending content to prospects based on their interactions with your company. And when it comes time to prove marketing ROI, your agency can use marketing automation technology to provide performance information — and the expertise to accurately interpret that data to precisely determine what’s working and the best way to structure future campaigns.
In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.
Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.