Over the years, B2B marketing has evolved significantly and continues to do so at such a rapid pace. Nowadays, there is no shortage of powerful (and fast) ways brands can interact with customers. With many engagement tools and new technologies now available, brands have more options to nurture and build superb customer relationships.
Marketing automation for business has also become a thing, with experts providing customizable and powerful solutions, so marketing goals are easier to attain. While B2B marketers have access to all the help they need, many still commit critical mistakes that compromise the success of their marketing efforts.
If you are a B2B marketer, below are some of the most common B2B marketing mistakes you should avoid at all cost:
B2B Marketing Mistake No. 01: Giving Your Company Too Much Focus
Of the many B2B blunders marketers make, this one is one of the most severe. While unfortunate to note, many B2B companies put too much focus on how great their products or services are. While this strategy has a few upsides, it’s not what most prospects are looking for.
When prospects visit your website, most of them only care about one thing—how you can help them. They would like to know how your products or services can address their pain points and make their lives easier.
So rather than saying, “Our software is the best and most advanced in the market,” you should say something like, “Our software can help manage your payroll, send paychecks with ease, and manage schedules effortlessly.”
How to Fix This B2B Marketing Blunder
You can fix this mistake by revising your website content and writing it for your target audience. Are you addressing their pain points? If not, modify it in a way that will highlight how your business can help and address their needs and solve their problems.
B2B Marketing Mistake No. 02: Not Having a Responsive Design
Another mistake many brands are guilty of is not having a responsive design. The importance of responsive design cannot be overstated. If you want your visitors to access your website with ease, having a responsive design is a must.
It is important to remember that users nowadays use various devices to access websites. Regardless if they are using mobile, tablets, or desktops, they should have a favorable experience and should be able to find their way around without any hiccups. If your design is not responsive, using and enjoying your site can be a struggle.
How to Fix This B2B Marketing Blunder
The answer to this is simple: integrate responsive design into your website. Ensure you can provide the ultimate browsing experience by ensuring you have mobile-friendly features and making sure your site loads fast, among others.
B2B Marketing Mistake No. 03: Not Testing Your Campaigns
If you want to help your business grow and create an effective marketing campaign, testing your campaigns is recommended. Otherwise, you will be missing massive opportunities for growth.
Case in point: when you test different versions of your ad copy, you will gain an insight into the variation that delivers the best results. Failure to test the various aspects of your marketing campaign can hinder you from getting the stellar results you are looking for.
Some of the key elements you need to test include:
- Landing pages
- Button colors
- Social media post types
- Call-to-action verbiage
- Keyword variations
How to Fix This B2B Marketing Blunder
Make it a point to test your campaigns on a routine basis. Whether it’s your website design or ad copy, make sure you test it properly and consistently so you will be able to reap and enjoy the full benefits your marketing campaign offers.
B2B Marketing Mistake No. 04: Ignoring Search Engine Optimization (SEO)
Since SEO can help your brand rank high in the search engine results pages, ignoring it can translate into little traffic to your site. If you are not investing in search engine optimization, you are also missing out on an excellent opportunity to reach more prospects.
Here’s an interesting statistic: a staggering 93% of online experiences begin with a search engine. That’s a clear indication of how important your search engine ranking truly is!
How to Fix This B2B Marketing Blunder
Start optimizing your website if you haven’t yet. You can start by optimizing your meta description and title tags, integrating relevant keywords in your page and content, and improving your page load time, among others.
Conclusion
When creating a powerful B2B campaign, you need to make sure you are not committing any blunders that can set your marketing efforts countless steps back. In line with this, be sure to identify any mistakes you are making and fix them accordingly before they sabotage any progress you have made.
