Performance
Effective B2B digital marketing is about skilled performance. The stats don’t lie. If a campaign fails, you can’t justify the cost by saying it was ‘good for the brand’.
Successful performance requires a number of factors to come together, each being deep specialisms in their own right.
These are the four key ingredients of our performance:
1. Objectives and strategy
2. Website design
3. SEO
4. Social Media
Objectives and strategy
If you don’t know where you are going, how are you going to get there?
By clarifying and fixing your objectives, we can then produce a strategy to get you there. This will include your…
…differentiation: why should people buy from you instead of your competitor
…branding: what is your ‘promise’ to the market
…positioning: how do you want people to see you
…messages: what do you want to say
…and keywords: what market needs do you fulfill
Website design
Either creating a new or replacement website
Your strategy will direct the look and feel of the website, which should always be contemporary, dynamic and exciting. But it serves different purposes for different people, and they all need to find what they are looking for.
Therefore recognising and understanding what they are searching for is the first step in any design process (aka search term analysis); closely followed by the ability to serve them with what they are seeking (aka UX). That way the design will ensure that searchers quickly get what they want from you.
Or making existing websites work harder
Search term analysis is vital to determine who’s visiting your website and why. It’s important to study the user journey to understand their motives and triggers. We are led by the stats but we do not lose sight of the bigger picture. That way you’ll normally find there are many things you can do to amend the content and navigation to make the UX more positive and effective.
There are also a range of structural improvements you can implement: adding more landing pages, calls to action, data input boxes, pop-ups, chat boxes, customer testimonials, case studies, blog/article pages etc.
SEO – Search Engine Optimisation
Almost every visitor comes via Google, so getting to the top of the results pages is critical. This is just as true in B2B as consumer marketing. Google’s ‘Page Experience’ criteria require a specific approach to website design, where UX takes centre stage: Google now looks at your website from the visitors’ angle, so speed, mobile-friendliness, security and good user-targeted content are much more important than before.
The most effective and simplest way to respond is to design each page as if it were a landing page, or add new landing pages onto existing sites.
Digital Marketing Performance Statistics
We are strategy led, marketing project specialists; and we stand by the results of all our effective work for clients:
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Strategy
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Website Design
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SEO
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Social
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Testimonials
Digital Marketing Case Studies
We’ve been harnessing the power of digital marketing to build brands and drive sales for many organisations. Here are some of them:
Contact Marcom
Our skilled and experienced team will work with you on your project, ensuring you get great value and service at all times.
Let us take care of your project and become your go-to marketing department.
Call us on +44 (0) 7860 799426
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Social Media
Posting and engagement on social media enables you to develop relationships and stay front of mind, so you can build your brand and maintain a ‘warm’ group of sales leads and other stakeholders. Paid promotions enable you to grow this group exponentially. Posting comments and articles feeds interested readers to your website landing pages, thus helping your SEO.
Everybody uses social media: the challenge is to have a clear strategy and set of objectives which can guide and turn a random activity into an organised comms channel.
Our social media specialists in Bath and around the UK and Europe are skilled and experienced in creating winning strategies and implementing tactical campaigns to generate followers and engagement, and to drive traffic to your website.