How to get it done
It might seem intimidating to write a B2B marketing plan if you’ve never done one before, but it’s achievable if you attack it step-by-step. Start by doing lots of research. Learn everything you can about the current state of your industry and your target audience – remember, it’s not about what everyone else is doing, it’s about what’s going to attract your ideal customer.
If your budget is tight, put the plan together yourself, or if you can – outsource it. It doesn’t matter HOW you get it done, just get it done.
2. Not marketing consistently
Any business can do great marketing for a month. But the truly successful businesses know how to run the marathon, not the sprint. There are so many benefits to consistent marketing:
- You build an engaged audience gradually that love your brand and what you’re doing
- If you’re doing regular multi-channel content marketing, search engines will reward you
- Pressure’s off having to ‘knock it out of the park’ every time
- You can develop your voice and brand more naturally
- You can set incremental goals which eventually help you knock over your big ones
The solution: systems + process
I get it – life (and client work) takes over and your own marketing is the first thing to go. However if you don’t get processes in place you’ll never get the systems working, so you need to find the time.
If you can make the most of those ‘down periods’ to get some great processes in place, it won’t be too much trouble to keep your marketing ticking over even when you’re really busy with other stuff. It also makes it easier to delegate down the track.
How to get it done
The right systems will be different for every business, but some common ones I see are:
- Write a step-by-step guide on how your organisation posts on each social media channel, including the right and wrong ways to format a post. That way you can solicit posts from across the business, and onboard agencies or freelancers super quick.
- Write a walkthrough of how to create and post a blog, including how you find and allocate SEO keywords, approval processes and the technical side of publishing it.
- Nail down your agency briefing processes (for each supplier) so requesting some new work is as easy as filling out a form.
- Create a content strategy and a three-month (at least) plan which includes upcoming dates, events and topics your industry is interested in.
- Work out a system of measuring whether your content is working, so you can track and optimise as you go. Blog views and social media followers is a fine start, but it’s not going to be your definitive measure. Think beyond those metrics – what is the purpose of your content?
Successful marketing is backed by solid systems. It needs constant and consistent implementation, analysis and revision. Exciting and glamorous? Not really… But it’s the hard truth.
3. Not marketing enough
A term that’s burned into the walls at media agencies is reach and frequency. Reach is how many unique people see your marketing, and frequency is how many times those people see your marketing.
You might also hear the word impressions – this is a digital marketing measurement which covers your total views. For example, if your ad reach is 100, and your impressions are 200, you can assume everyone saw it twice.
You need to strike the right balance of reach and frequency depending on the format of your marketing.
Even if your idea is great, it needs to get out to enough people AND you need those people to see it enough times that it sinks in.