❌ Avoid these B2B marketing mistakes
❌ Avoid these B2B marketing mistakes
Dive into strategies that will help you align, adapt, and stay focused in any market
The beauty of marketing is that it doesn’t have to be perfect—continuously refining or even revamping are all a natural part of the process.
At the same time, you don’t have to start from scratch—there are many resources available to help you learn from others’ mistakes and begin with a solid foundation.
This week, we’re digging into common mistakes and solid starting points to help you get your footing early on—and avoid costly overhauls down the road.
Today’s agenda:
🏗️ Building B2B strategies that work
✍️ How to create winning content
📭 Direct mail is alive and well
💼 Briefly: Fake reviews and the content/SEO relationship
⏱️ Up & coming: One brand’s attempts to reach new audiences 💍
🙅 15 common marketing mistakes
Working on your B2B marketing strategy?
Be sure to watch my new video on the top 15 most common mistakes I see businesses make when they’re creating their strategies, including:
Inadequate market research
Overlooking or ignoring customer insights
Poor resource allocation
Poor communication/collaboration
And 11 more…
I hope it’s one of the most valuable videos you’ll watch today!
💡 Subscribe to my YouTube channel for more!
📈 Content that converts
Content strategist Kris Hughes has years of content experience and now runs his own digital strategy consulting firm.
Thanks to this specific background, he has plenty of advice for startup founders looking to generate quality leads through content.
🪜 Steps to better leads
Tell your brand’s story in your authentic way—or other people will fill in the gaps for you
We often are blind to our own stories—Hughes suggests a “brain dump” exercise where you jot down or record all of your brand ideas for a month and then let a trusted friend take a look and offer their outside perspective
Build a community first—start interacting with your ideal audience via messages and comments
Finally, you can start creating—determine what your ultimate goal with your content is, and develop a schedule for creating and posting
💡 Hughes urges readers to remember that content is a “long game.”
It’s easy to get discouraged after a few months when your work doesn’t appear to be paying off, but keep re-evaluating, reusing, and re-engaging with your audience to get feedback and stay encouraged.
✉️ People still like mail
While digital marketing is a top priority in 2024, the best strategies include a healthy mix of digital and traditional tactics.
One of the most popular traditional strategies is direct mail.
🔬 The research
37% of consumers surveyed by Stamps.com feel that mail provides a personal touch
31% value the security and reliability of direct mail
48% of Gen Z respondents send mail one to two times per month
MarTech editor Kim Davis writes that one major advantage mail has over email and online displays is its persistence: ”It lies around until someone bothers to throw it away, and it can be seen by whole households and not just the individual blinking briefly at the screen.”
🗓️ What do you think? Could a monthly, every-other-month, or even quarterly piece of direct mail work with your strategy?
Briefly
📍 Wondering how some businesses effortlessly get hundreds of new reviews? Google Maps will now restrict reviews on business profiles that post fakes, and display warning messages for consumers
🤖 In efforts to become more attractive to investors, OpenAI plans to restructure its business into a for-profit benefit corporation—and will no longer be controlled by its non-profit board
🌎 Check out these five examples from brands that are embracing social and cultural moments to better connect with their audiences
📑 Content is at the core of SEO—read how this relationship works so you can deliver better user experiences
🦺 Microsoft announces AI safety features—“Trustworthy AI”—in efforts to address security and privacy concerns surrounding the technology
Up & Coming
Does every kiss still begin with Kay?
Kay Jewelers intends to make it happen—the company is revamping its brand in efforts to reach a younger audience, including new campaigns and store redesigns that leverage technology.
What can we learn from the brand’s efforts to reach Gen Z and Millennial buyers? Do you think they’re on the right track?