Something we hear fairly often at boomtime from our clients is “Should I run this ad? It seems like a great deal, or, “should I boost this post on Facebook? It’s getting great engagement.” The thing is, these questions really surface a bigger, more pertinent question. How does this ad or tactic tie in to their long term strategic marketing plan? Without the context of this plan, every decision is a random act of marketing.
So what does a long term strategic marketing plan look like? It’s a year-long commitment at minimum, and it’s consistently executing on that plan, day in, and day out. There are three big goals you should be aiming for in your B2B marketing:
- Build your audience
- Capture and follow-up on referrals and prospects
- Stay top-of-mind
In order to achieve these goals, you need to think of your strategy as a three-legged stool. The first leg of the stool is your website – a modern, responsive, mobile optimized site that’s updated constantly. The second stool is email marketing – delivering expert insights and great content that your audience cares about on a regular basis. Finally, the third stool, LinkedIn – amplifying your word of mouth and growing your professional network.
Links/References mentioned in this episode:
- Google operates in a mobile-first world: https://techcrunch.com/2018/03/26/google-begins-to-roll-out-its-mobile-first-index/