Boosting ROI: Strategies for Effective B2B Online Marketing Campaigns

By successfully planning and implementing B2B online marketing campaigns, you can significantly impact your return on investment. With so much competition, it’s difficult to find the right online marketing strategies that generate enough ROI to make the effort worthwhile. That’s exactly why we made this list of effective marketing strategies for B2B companies to boost their ROI this year. First, let’s talk about the importance of setting goals and tracking your B2B online marketing campaigns.

Setting SMART Goals

Setting clear and measurable goals is essential when it comes to creating effective strategies. These goals, defined with the SMART criteria, serve as a guide that directs you toward certain objectives. Here is what SMART criteria refers to:

1. Specific: You don’t want your goals to be too broad, or else you will have a hard time tracking and measuring them.
2. Measurable: Ensure there is a number associated with your goals. As an example, you could want to increase your website traffic by 20% in Q1 this year compared to Q1 last year.
3. Attainable: Try to set goals that are within reason. Your team will get discouraged if your goals are not reasonable.
4. Relevant: Set goals that are relevant to your industry and any internal promotions. 
5. Time-bound: You’ll need to set an end date to your goals to ensure you can reach them in time.

By following these guidelines when setting goals, you can set goals that are attainable and not too far out of reach. Using tools like Google Analytics can help you measure performance against KPIs and adapt accordingly. In addition, try to regularly check in with your goals and KPIs to ensure you are on the right track. 

Developing High-Quality Content

With AI-generated content on the rise, many companies have started to publish more content. But, oftentimes AI-generated content can be spotted, reducing trust and can even impact originality in terms of SEO. Try to develop content that not only showcases your expertise but also addresses the challenges that your prospects are facing. Whether it’s blog posts, whitepapers, or videos, try to create content that educates, engages, and adds value. Additionally, ensure your content is optimized for search engines to improve visibility and ensure your content reaches the right audience.

Implement an SEO Strategy

Search Engine Optimization, or SEO, is essential when it comes to B2B online marketing. Ensure your website and content are optimized with relevant keywords that resonate with your target audience. Invest time in both on-page and off-page SEO strategies to improve your website’s ranking. Higher visibility can lead to an increase in organic traffic, which can then improve your chances of converting traffic into leads. Properly implementing an SEO strategy can take a long time, but the payoff can be huge.

Leverage Social Media

Social media is a powerful tool for B2B marketers when used strategically. Identify the platforms that your target audience uses the most, and establish a strong presence there. Share industry insights, blog articles, new features, employee spotlights, and more to make your brand seem knowledgeable and relatable. Social media can boost your brand awareness online, and build relationships with your followers. If you’re looking to improve your social media strategy this year, take a look at our other article 10 Innovative B2B Social Media Tactics for Marketing Managers.

Embrace Email Marketing Automation

In terms of cost per lead, email marketing is one of the most effective marketing strategies. Implementing marketing automation tools, like HubSpot or Salesforce, can help optimize your email campaigns. And, automating your email marketing can ensure timely and personalized communication with your audience. Try to segment your email lists based on firmographics to ensure your contacts receive highly relevant content. Automation not only saves time, but also increases the relevance of your communications. Not to mention, you won’t have to worry about forgetting to manually follow up.

Create More Case Studies

Case studies can be a great asset on your website, social media, and even in email campaigns. Case studies can be shown to your prospective customers as well as your current customers to help them get a better understanding of your product. You can showcase just text case studies, or video testimonials from your clients. By showing prospects how your company has solved others with similar problems, you reassure them that you can solve their problems as well. If you’re not sure how to build your own case studies, take a look at otrillo, the automatic case study creator.

Invest in Paid Advertising

While organic marketing strategies are important, paid advertising can provide an immediate boost to your B2B online marketing efforts. Platforms like Google Ads and LinkedIn Ads offer targeted advertising options that allow you to reach specific demographics. Develop compelling images, text, and even promotions to help create enticing advertisements. You can also take advantage of remarketing campaigns that focus on your previous website visitors. Since paid advertising can get pretty pricey, ensure that you stay on top of monitoring campaign performance and optimize your ad spend accordingly.

Implement Account-Based Marketing

Account-based marketing, or ABM, is a personalized approach to marketing that targets specific companies rather than a broad audience. When you are trying to implement ABM, it’s essential to use your CRM to its full potential. Identify high-value accounts and create customized campaigns tailored to their specific needs. ABM can increase the likelihood of your prospects converting into customers, because they are seeing exactly what entices them based on their needs. In turn, speeding up your sales funnel. If you’re looking to take advantage of ABM, check out this article What is Account-Based Marketing (ABM).

Refresh Your Website

If your website is more than a few years old, there’s a good chance it’s outdated. Even if you are on top of updates, SEO best practices, and improving overall speed, there still may be new things that you are missing out on. A user-friendly and visually appealing website can make or break your chances of attracting and retaining potential clients. By adapting your website to incorporate the latest trends and best practices, you can captivate your audience and improve your performance on search engines. As a B2B company, it’s essential that your website represents your brand, technology, and industry knowledge.

Make Data-Driven Decisions 

Data-driven decision-making is essential if you want to constantly improve your B2B online marketing campaigns. Regularly analyze key performance indicators (KPIs), including website traffic, conversion rates, and customer acquisition costs. Use tools like Google Analytics and Visitor Queue to gain insights into user behavior and the effectiveness of your campaigns. Then, use this information to refine and optimize your online marketing strategies. Focus on what works, and improve what doesn’t.

Identify Your Website Visitors

Oftentimes when we implement new marketing strategies, we also see an increase in website traffic. But, in Google Analytics, you only see additional visitors, you have no idea who they are. That’s how Visitor Queue can help. By installing the Visitor Queue tracking script onto your website, you can identify the companies that visit your website. You can see how they got to your site, the pages they visited, and how long they were on each page. You can also see an entire overview of each company including where they are located, headcount, description, industry, and more. Visitor Queue can also provide employee contact information to help you reach out and ensure they found everything that they were looking for. Only 2% of website visitors will contact you, it’s time to start contacting them. Start your 14-day free trial today and stop losing leads.

Wrap Up

Staying ahead of your competition requires a blend of creativity paired with data-driven insights. By following the B2B online marketing campaigns mentioned above, you can be more likely to boost your return on investment. If you’re not sure where to get started, try one or two of the tactics at a time to ensure you can properly track what’s working and what’s not. If you try too many new tactics at once, it’s easy to get overwhelmed with data and not be able to properly associate leads with your marketing strategies. As always, if you have any questions about using Visitor Queue, do not hesitate to reach out.