Marketing is complicated. As the New Year approaches, planning your budget and marketing activities is a top priority for marketers and B2B executives. When you look at your long term marketing strategies and long-term marketing goals for the coming year, there are likely many questions your organization will seek to answer. Should you invest your resources in improving and optimizing your website? Should it be devoted to increasing your social activity and generating leads? How about expanding your marketing automation efforts or supporting sales and channel? There are many different areas of marketing where you can devote part of your marketing plan, but it is essential to assess the areas that need it most, especially when adding budget constraints to the mix.
Developing a marketing plan helps your organization achieve its marketing and business goals. Once you’ve set those goals, make them measurable and set deadlines. As your integrated and multi-channel plan grows, it will make it easy for your organization to see what your long-term marketing goals are, making the collective effort more effective and producing the best possible results.
Create a marketing plan focused on key objectives
As B2B marketers, especially in the tech space, it’s important to have a marketing plan that outlines the key goals to be achieved and the tactics to be used to achieve those goals. All of content goals, to sales goals and more, having a complete view of what you want to accomplish in the year can be very beneficial. Why is it so important to focus on the key objectives? Long-term marketing strategies are designed for continued success, year after year, and these key goals can be achieved through various long-term marketing strategies. Long-term marketing success doesn’t happen overnight, so incorporating these strategic aspects into your marketing plan can go a long way.
How to set long-term marketing goals
There are many different analysis frameworks and tactics that organizations can use to set long-term marketing goals. Here are a few simple and easy to use:
- Base your goals on previously collected data: This tactic is best when looking at social media or your website. Both of these aspects of B2B marketing have built-in tracking mechanisms such as Google Analytics and the various social media platform analysis tools available. Perform a full analysis of metrics for your website such as pageviews per month, bounce rate, pageviews per session, and more can help you set long-term marketing goals. For example, you can set a goal of reducing the bounce rate by 4% in 6 months, or you can set a goal of gaining 1,000 extra pageviews per month after a search engine optimization (SEO) overhaul. ).
- Create long-term marketing goals comparable to business goals: Business goals should be supported by marketing goals because marketing activities will contribute in part to the success of the business. Be clear about your organization’s goals before setting long-term marketing goals. Marketing activities that don’t complement what your leadership team wants to see of your organization as a whole won’t be helpful in the long run.
- Identify strengths and weaknesses: The reality is, we all have strengths and weaknesses when it comes to marketing. It can be a great exercise for any organization to sit down and understand what your strengths and weaknesses are in marketing. Brainstorming on how to strengthen your strengths and address weaknesses will allow you to build a well-rounded marketing team.
Use long-term marketing strategies
Long-term marketing strategies focus on building brand awareness that grows over time. Using these activities can help your team’s B2B marketing efforts be successful.
- Content Marketing: One of the favorite B2B marketers tactics to use, content marketing acts as a way for your team to generate and distribute thought leadership content and more. The constant production of blogs, articles, eBooks, fact sheets, and other pieces of content can help build the confidence and expertise of industry players. Readers will keep coming back to content from which they learn something new. Keep your high-end content focused on education and keep driving prospects up the funnel with more personalized B2B content.
- SEO : SEO is not something you can take on in a week and expect to see instant results. As more and more organizations vie for places on the first page of Google search results, it is essential to devote time to your dedicated SEO marketing plan. Understanding which keywords to optimize your website and content elements for can help direct content to the audience looking for it. Keyword research should be a vital step in this process, because if you don’t optimize for the right keywords, your ranking will not be reflected accurately.
- Social media: As more and more digital content platforms and channels are used by teams and individuals; using social media has never been more important. In your marketing plan, this should be an activity to which a considerable amount of time should be spent. When considering long-term marketing goals around social media, you need to create them for both your B2B organization and your B2B executives. B2B executives on social networks are crucial for the thought leadership aspect, while both can help build brand awareness.
Establish long-term marketing goals for your B2B organization
Intelligent management of a total marketing mix leads to efficiencies that take the form of various media working together to support and achieve a business and / or marketing goal. Understand your goals first, then work to create a marketing plan filled with long-term marketing strategies.