In a B2B online marketing strategy (and often in B2C ones as well) actions aimed at attracting massive traffic to the website and even obtaining a large number of leads if they are not qualified are meaningless.
"Having a lot more traffic to the website" is not a goal unless it is of quality.
It is necessary to focus efforts to make the investment profitable by seeking to impact those people who really interest us: our buyer persona .
We already wrote an article on how to find and define exactly the buyer persona, entitled Phase 1 of an inbound marketing campaign: defining the audience, which I invite you to read. Regardless of whether you are going to apply an inbound marketing strategy or not, you will be interested in this article.
Online advertising costs money. Money that is invested in human lithuania business email list talent and in the media in which our advertising appears. Money that any marketing manager has to make profitable.
But how can we ensure that, as we said before, we are speaking to the right person at the right time?
If you have already perfectly defined who your buyer persona is , you also know (or intuit) what they need, where they seek to solve their problems, and how you can help them with your products or services. Any remaining doubts will be resolved over time, paying attention to analytical tools, and by carrying out A/B tests.
You just have to craft the right speech and find the right time for him to receive it.
Since you can't be monitoring when and where your buyer persona interacts with your content or your sales pitch 24 hours a day, every day of the year, you must opt for automation.
Using marketing automation tools such as HubSpot and advertising platforms such as Google AdWords or Facebook Ads will allow you, by thoroughly understanding how they work and the possibilities they offer thanks to their business intelligence, to optimize your investment in online marketing by having control over:
The most relevant keywords for your buyer persona.
Which channels work best.
Days of the week and times when your advertising is most effective.
Which social networks and when give you the best leads.
When they open and read your emails.
What devices do they browse from?
On which sites does your advertising appear and what results does it give on each of them.
…
And a long etcetera of parameters that, once the campaign is launched, you can exploit to your benefit, transferring the investment towards the channels, days and times when it is most efficient ... for your buyer persona , of course.
The B2B world has its own rules. Respect them. Don't imitate what big consumer brands do because it won't work and you'll waste your money.
