It’s no secret that the main objective of any marketing campaign is to attract new customers. If you’re a B2B company that means your marketing efforts only need to reach other businesses, right?
While B2B marketing is mostly about networking and appealing to other professionals in your field, it’s not your only source of traffic and business.
This article will explain some common B2B marketing myths to ditch in 2020. Armed with this knowledge, you can make the most out of your B2B marketing campaign.
Let’s debunk some common B2B marketing myths and help 2020 become your most lucrative year to date!
Myth #1 – You Get Out What You Put In
While this myth isn’t completely false, it depends on the context of your argument. When discussing work ethic, this is most definitely true. The amount of work you put in directly affects what you get out.
This same juxtaposition isn’t always true about B2B marketing.
Many companies are convinced they need to pour hundreds of thousands of dollars into their marketing efforts to see substantial ROI. Money spent wisely on B2B marketing is more important than the amount you spend.
Creating a detailed, researched marketing campaign is much more effective than simply throwing money at the problem. This method works whether you’re a small business just starting out or a seasoned professional looking to narrow your marketing focus.
B2B marketing 2020 is more about the quality of your efforts versus the quantity spent. An experienced marketing company will perform market research and analyze your current marketing plan to help ensure your money is well spent.
Still not convinced money can’t buy you leads?
Some of the biggest names in online advertising, including LinkedIn and Google Adwords, base lead generation on performance, not cost. That means even if your budget is 10 times that of your competitor but your performance is lacking, you won’t see the results you hoped for.
B2B marketing in 2020 is about quality over quantity.
Myth #2 – Content Marketing and SEO Are the Same
Yes, content marketing and search engine optimization are directly related and strongly intertwined – they are not, however, the same thing. Understanding the differences and how they relate to one another can help transform your efforts and send your website to the top of the results page in 2020!
SEO is all about creating a website that Google deems worthy. Content marketing is about creating useful, valuable content for readers.
Your content should include well-researched keywords that boost your website’s ranking. Google bots crawl websites and reward those that bring value, are professional and authoritative.
But if your content is strictly designed to please the Google Gods, it’s likely falling short of pleasing the most important audience of all – your readers! People are more likely to trust and use a business that provides valuable information on a regular basis – no strings attached.
In fact, Hubspot reported that companies with blogs have 97% more inbound links than those without. In terms of SEO, websites with blogs have 434% more indexed pages.
Your content marketing efforts need
to please both Google bots and real-life people!
Myth #3 – B2B Marketing Doesn’t Involve Social Media
In a world where billions of people are on social media, B2B marketers can’t afford to overlook this advertising platform. Many businesses are fooled into thinking social media is strictly for connecting with individuals.
Did you know that as of 2017 90% of businesses were on social media? And this number is only going to increase in time.
From Facebook and Twitter to Instagram and LinkedIn, there are countless ways for your company to connect and network with other professionals in the field.
Stop thinking of social media as strictly a platform to socialize or advertise your products and services. Businesses can also use social media to create partnerships and uncover new opportunities for growth and expansion.
Myth #4 – B2B Marketing is For a Wide Audience
In business and in life, you can’t please everyone.
Although the goal of most B2B marketing campaigns is to reach as many people as possible, you need to narrow your focus to be successful.
There’s no room for FOMO in 2020! The fear of missing out on a potential lead causes some businesses to lose sight of their specific goals. Avoid throwing a bunch of ideas at the wall and seeing what sticks.
It’s okay to identify and exclude specific demographics and audiences from your marketing efforts. In fact, that’s exactly what you need to do in order to succeed. The more specific you get about who your target market is, the more likely you are to receive positive feedback.
This method is especially difficult for large, corporate companies or complex businesses that offer a wide range of services and products. You may have several target audiences spanning many demographics.
Start by eliminating audiences that clearly don’t fit. Next, determine which audiences offer the highest potential ROI. Then, focus your marketing efforts in this area.
A qualified marketing company can help delve deeper into the facts, figures, and variables that drive your advertising decisions.
Even as difficult as it may be to narrow things down, the time and effort it takes will be well worth it.
Myth #5 – Email Marketing is Dead
Email marketing is an oldie but a goodie. While social media and SEO have taken the digital world by storm, there’s something to be said about the tried-and-true method of email marketing.
In fact, email lists are still one of the most sought after and valuable resources any company can have. Obtaining customer email addresses is like unlocking a secret door into their minds (and inboxes).
It’s relatively simple and highly effective. You can also personalize emails to create an emotional connection with potential leads.
One of the greatest features of email marketing is the cost. Remember the argument of quality over quantity in B2B marketing? Email advertising offers the most bang for your buck.
In fact, one Hubspot report stated that email marketing provides an ROI of 4,300%.
Myth #6 – Direct Mail is a Waste of Time
Similar to email marketing, some people believe that direct mail is an archaic form of marketing that’s no longer effective.
This is another B2B marketing myth. While digital marketing, in some ways, has made printed materials seem obsolete, the opposite is true.
In fact, because of the influx of digital marketing campaigns, direct mailers are a great way to stand out and break through the digital clutter.
Another bonus is that you can apply successful digital marketing strategies to your direct mailer efforts. For example, targeted ads and even geofencing marketing can help companies pinpoint the exact geographic location of potential leads.
Focus your direct mailers to these neighborhoods and communities.
Myth #7 – Promotional Products Are Ineffective
Brand recognition is one of the most important elements of any successful business. B2B marketing involves making a lasting, memorable impression. And there’s no better way to achieve this than with useful, promotional products.
Whether you’re setting up a table at a trade show or convention or hosting a conference, promotional products are a great way to keep your brand at the forefront of a client’s mind. Make that product useful and you’re even more likely to bring in new business.
Not only do promotional products make a great first impression, but a long-lasting one. Eight out of 10 people use at least one promotional product a week. Another 91% of people report having at least one promotional product in their kitchen that they actually use!
Some of the most popular product choices include canvas bags and calendars. Increase your product effectiveness by including company contact information and your brand logo. Keep the design simple and direct.
Myth #8 – You Need to Redesign Your Website Often
Yes, an up-to-date website is crucial for being taken seriously in the business world. But it’s rare that a complete overhaul or redesign is needed on a regular basis.
The best way to avoid this is to build and design your website properly from the start. Some of the best websites are created using growth-driven design.
Start with a simple, bare-bones layout. Next, do some research and gather data to help optimize it. This includes both inbound and outbound links, blog content rich with targeted keywords, and user-friendly navigation.
A quality website that supports your B2B marketing efforts is an ongoing investment. Website design isn’t a set-it and forget it project. Especially in a digital world that is constantly changing and evolving with updates, your website needs to roll with the changes.
Be sure to test your website regularly to monitor page speed, engagement, and conversion rates. All of these elements impact website performance and the success of your B2B marketing campaign.
Ditch These B2B Marketing Myths in 2020
Are you ready to revamp your B2B marketing efforts in the New Year? Start by debunking these common myths that could be hurting your business.
Keep an open mind when it comes to B2B marketing. Don’t limit yourself and get creative. Avoid turning your back on tried-and-true methods like email marketing and direct mailers that have withstood the test of time.
Let us help create a unique and effective B2B marketing campaign in 2020.
Contact us today to learn what we can do for you!