• Elaine Keep

b2b marketing - for managers who don't do marketing!

Updated: Nov 16, 2021

It’s time to take charge of your b2b marketing and look at b2b stratgies for success. Maybe to dust off that marketing plan. But if you aren't in the marketing department, how can you know if it’s time to change your marketing strategy or what to ask a freelancer or agency for help with?

Here are some pointers.

Declining rankings

Are you living and breathing Search Console? Probably not. But you can get set up in seconds, and start seeing a very simple graph that will give you an understanding where and what you rank for. This is key to knowing where your gaps are, as even the best SEO strategies can benefit from some adjustments to maintain top Google rankings. A quick check can reveal your site speed, usability, stale keywords and stale content and you can implement such quick fixes. We recommend Neil Patel’s free Ubersuggest tool to pick up more keyword insights. SEO Optimer (not a typo) is also worth a look. It may also be worth benchmarking your ad spend against other people's, or looking at the CPC (cost per conversion) or cost per lead for your latest LinkedIn or Facebook Ads. If they are low, it may be worth adding extra money into the pot to get people through the door.

Qualified traffic without conversions

If you find you and your teams are getting traffic from your campaigns, but no money in the bank – you need to focus on conversion rate optimisation. This starts with tracking user behaviour on your site so you can pinpoint exactly where the sales funnel is breaking down, or by speaking to your teams themselves. What typical objections could be overcome with some literature, a video, a case study or something else?

Might it also be a tech issue to invest in?

Updated content, easier navigation and changes to your shopping cart or checkout procedures can all help drive conversions back. We recommend Unbounce which helps you go beyond analytics. You can create and test landing pages, pop ups and sticky bars without the need for developers, and Lucky Orange, which allows you to pinpoint user behaviours on your website, to see where visitors are clicking, moving their mouse and how far down they’re scrolling on your page.

Flat social media

A sad three likes on a company page is worth no-one’s time. You can easily see the results of your campaigns here, and see if you need to pop some money behind your message, either with someone creating great content that stands out, or into paid ads. When it comes to spend, as your team to look into ‘lookalike audiences’ on Facebook and a great tool for LinkedIn prospecting you may wish to look at is Zopto.

Limp leads

If you’ve had a boom of leads on email, social media or any other channel you may have consciously or unconsciously poured all your efforts into that area. Unfortunately, marketing means going after the shiny new thing, especially when it comes to channels. If leads are down – or even if they aren’t, diversify. That might mean something totally new for you like events, long form content and lead funnels or partnerships/ media spend and outreach in a new niche.

We hope that has helped draw out some ideas. Naturally a great marketing plan takes more than 500 words and a few tips, but we hope this kickstarts some ideas for you and your team.

About us

Your Marketing Managed bridges the gap between using a marketing freelancer specialising in one niche, and a marketing agency with expensive rates that might not execute on every idea.

It's a unique hybrid freelance/agency model - specifically for b2b - but that's a mouthful - so the name Your Marketing Managed fits the bill nicely.

Created from the concept of offering marketing agency services without London marketing agency prices, Your Marketing Managed offer b2b marketing strategy, which includes website copywriting services, blogging services, content copywriting, b2b email marketing and general 'b2b marketing / freelance marketing tasks in everything from traditional, digital and events.

You get the perks of the rates similar to a freelancer with the multiple skills and strengths associated with a marketing agency.

We charge on a project basis or a day rate, with lightweight contracts to suit both parties.

Your Marketing Managed was founded in 2017 and is run by Elaine Keep, a previous head of marketing for PLC and SME businesses in the areas of eCommerce, software and SaaS. Elaine is also the editor at the Incentive Marketing Association and Incentive&Motivation and a member of Wiin (Women In Incentives Network.

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