Performance Boost Solutions

Methods to develop your digital marketing plan and its execution

1. Evaluate your technology

Understanding the allocation of your budget and the existence of gaps in your workflow will result in saving you time and money. To get the idea of what technology you need to achieve your goals, here are some questions to think about:

Which sort of delivery do your consumers desire? 

Is your communication aligned to be reliable across all channels? 

Do you have data on the social channels your consumers mostly use? 

Essential Core Platforms: 

Content management system: WordPress, Drupal, Kentico, Sitecore, Squarespace 

Marketing automation platform: Marketo, Eloqua, Pardot, Hubspot 

Customer relationship management: Salesforce, Microsoft Dynamics 

Content management platform: Kapost 

Social media platform development, monitoring, engagement: Hootsuite, Sprout Social, Lithium 

2. Improve your SEO

SEO improvement is typically linked to B2C circles; however, it is important to audit your SEO score within the B2B environment as well. B2B solutions run the risk of falling between the cracks which are not something you want on the web. The SEO expert on your team should make sure your content is optimized with the factors like focus keywords, Google-friendly HTML formatting, and a URL structure that associates with your product keywords. 

By using the tools provided by SEO specialists, you can evaluate the overall score of your product/service page and choose where developments are required. You must use the same SEO auditing process for all digital assets involved in your campaign, including case studies and blog posts. You can monitor SEO through:

Google Analytics tracks the volume of traffic and divides it into classes like organic, paid, and referral. 

Heatmap analytics
By collecting data from a heatmap, you can determine where people are clicking the most on your site. It also provides you with the overall amount of time someone spends on a page, which will support your evaluation of the pieces of content which resonate with your market the most. 

A/B testing
By testing different subject lines and call to action buttons, you can discover which method attracts the most clicks.

3. Assess your content reach

By assessing both internal and external reach, you will get a more comprehensive idea of what content and message types are practical for you. Computing external reach can be a complicated task. Actually, in a Demand Metric study, 17% of marketing experts said they have no content efficiency measurements in use, and over 49% are only using basic metrics such as downloads and clicks. 
Some basic statistics for assessing your external reach:

- Number of engagements per month classified by engagement type (downloads, page views)
- Amount of engagements by content type
- 10 most engaged assets per quarter
- 10 most shared assets per quarter

Note that calculating internal reach is crucial to your overall approach as well which is often ignored in computing B2B marketing engagements. It is also important to share content internally with your staff as well as with existing clients and leads. To get a closer look at your internal content lifecycle, use the following key metrics: 

- Number of month-over-month (MoM) internal engagement of resources
- Number of MoM internal downloads of resources
- Number of MoM internal shares of resources via email or social
- Number of MoM referred traffic from internal shares

4. Work on your social channels

Social media marketing has now become compulsory in the B2B world. In a recent review, content marketing and social media sharing were used by 71% of B2B market experts, but only about 22% of them valued these approaches as useful. 
Social media in B2B world is a bit different and has a different approach than B2C.

Social media for B2B is not limited to likes and retweets. Ultimately, social marketing ensures that a potential consumer is driven deeper into the sales cycle and so business content encourages them to engage by clicking through social media posts to the landing page and then requesting a demo to become a lead score eventually. 

SEM Rush and Google Analytics are great tools for performance monitoring. Some social media channels have tools for assessing your approach built into their platforms such as Facebook Insights. These tools permit you to analyze critical metrics such as users online time, when do they engage with posts and at that time posts reach the most audience.

Digital marketing is a constant process. While your initial approach might produce sufficient numbers, having a quarterly calendar in place to frequently evaluate your B2B approach is essential. Any business modification, demand shifts, and other marketing approaches should always be open to a change.