This blog runs through the marketing habits that should be left behind, a new decade brings new possibilities. You should use this milestone as a reason to re-evaluate your marketing efforts and let go of old tactics that continue to deliver disappointment.
Over the last decade it’s clear a lot has changed within the industry. Not only are we using mobile more than desktop but we also rely heavily on the internet for the majority of our answers, using the term ‘Google It’ daily.
As well as being able to answer obscure questions and informing us of the name of the actress in the latest BBC drama, it’s also become a reliant platform for B2B businesses. Giving everyone an equal opportunity to fight for the number one position on the number one search engine used.
However, even though businesses all want to be at the top, very few go about it the right way. Companies still attend trade shows that have very little ROI and fund big sales team to cold call brought contacts. Will 2020 be the year you adapt your marketing to match the changed buyer behaviour?
Not Talking About Ourselves
Lets kick off with rule no1. You should stop tooting your own horn and making every point about your company. People visit your website to find out how you can benefit them, not to be put off with language bragging how amazing you are.
88% of B2B marketers admit their homepage talks primarily about their companies, products or services.
The only way to become truly customer centric is to put yourself in your customers shoes.
- Who are they?
- What do they want?
- What information are they after?
- What is important to them?
Only then can you understand; how to present your product or service, make sure the menu is clear to use and what they’re looking for is right in front of them. You should become conscious of how often you’re centring the conversation about your company and products.
Instead, try and approach your product or service as a solution to people’s problems. As the building products industry has so many technicalities, be specific as possible. Tell people exactly what you do but be to the point, don’t use it as an opportunity to waffle on.
When people visit your website they will not give you long to make an impact, make sure your homepage says this is who we are selling to and this is the problem we solve. That way you‘re making yourself relatable to applicable people.
It will also funnel out the time-wasters as they know straight away you don’t specialise in a specific area.
Thinking Short Term
It’s often perceived that successful marketing can be done overnight, however, there are so many elements to it that it has to be given enough time to generate real results. It should be part of your marketing strategy, not a project to be completed in a week.
Some people want results and they want them yesterday so they often turn to unsustainable tactics such as paid advertising. Although paid advertising can be a really powerful tool if done correctly it should not be the main driver for your website traffic.
You will continue to burn out cash so as soon as it's turned off the traffic stops. Whereas something like content marketing through blogging, the cost is an investment, and you have content to show for it. This content will be available on the internet forever unless you delete it, continuing to generate traffic.
If you really want to become a thought leader in your specific space and be seen as the go-to company by Google then you have to tell it that over time.
It can take months to see results, but when you do they will be real and organic which is more valuable to you that paid traffic.
A client we started working with at the start of 2019 used to have minimal organic traffic with direct traffic dominating.
Tip: Make sure you filter out your office IP addresses to ensure your data is clean and true. You may be contributing to more traffic than you think by visiting your own website.
So in December 2018, they had 2120 users to their website split 940 direct, 770 organic, 410 referral and 40 social. In December 2019 they had 7680 users to their website split 3670 organic, 2060 email, 1420 direct, 520 referral and 120 through social. This resulted in a 376% increase in organic traffic.
This didn’t happen overnight but continues to generate traffic month on month. It took just under 6 months for Google to pick up on the work we were doing, resulting in higher rankings and more click-throughs.
In addition to this, we worked on email marketing, social media marketing and building their authority through online magazines and product directories. To view more information on this case study – click here.
To find out more habits you need to shake at the start of 2020 read part 2, featuring ‘Strategic Content Marketing’ and ‘Sales and Marketing Working Separately’.
Traditional methods such as advertising, trade shows and having big sales teams aren’t working. The way specifiers and architects look for products and services has changed.
Find out how to meet their needs by working smarter not harder in part 2.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.