6 B2B marketing myths debunked
It can be challenging for small business owners to identify marketing strategies aligned with their business goals that are sensible and affordable. Business-to-business marketers (B2B) face different obstacles than their business-to-consumer cousins. Research shows generating high-quality leads ranks as a primary concern for nearly 6 out 10 business marketers.
If you find yourself wondering if your organization can employ some of the same strategies as the "big guys," the truth is, you can. Most marketing tactics are scalable. Here are six small business marketing myths that are ready to be busted:
No. 1: Digital marketing is too hard and takes a pro to get it right.
Digital marketing is a multifaceted discipline that includes content creation, email marketing, search engine optimization, pay-per-click advertising and social media. The key, according to the Content Marketing Institute (CMI), is consistent messaging across all platforms. Get the most value right away by focusing on your website. Search engines reward websites that are regularly updated with new on-page content (blog posts, tips and ideas, case studies, etc.) and other media formats, like videos.
No 2: Choose content quantity over quality.
It's much better to have relevant content than an abundance of it. While you'll want to have a mix of long- and short-form pieces, be aware that a 3,000-word post will likely be partially read. CMI shared that the average time viewers spend on an article is 37 seconds.
No. 3: My business is so small that social media won't make a difference. Social media levels the playing field for small businesses to be able to compete with larger organizations because it doesn't require a massive media budget to be effective. Many small businesses use targeted Facebook advertising, for example, to reach a niche audience affordably. A study by Social Media Examiner revealed 62 percent of small businesses use Facebook for promotion purposes, as it's become easier to target posts to a relevant audience. The same study showed that LinkedIn is also widespread for B2B companies, with 41 percent of small businesses using the channel for marketing.
No. 4: You need a big list to do email marketing effectively.
Email marketing is inexpensive, so early testing campaigns for marketing newbies with small lists is within reach. To expand your list further, try something creative, like offering a giveaway where you can engage with your customers in exchange for their name and email. Kissmetrics estimated that offering a giveaway could increase email subscribers by up to 11 percent.
No. 5: Promotional products lack staying power.
A recent study by the Advertising Specialty Institute shows that North American consumers currently own - and keep - promotional items they receive from advertisers. Across all promotional products, the average was kept just over seven months. Health and safety products and writing instruments last for about six months. Calendars, which have the longest staying power, are the one item used most often for reference purposes, such as referring to a name or phone number.
No. 6: Direct mail is out.
Don't be fooled into thinking that print is yesterday's news. The Content Marketing Institute reports that audiences are more engaged than ever thanks to many brands' cintegrated approach to information dissemination. Research has proven that brands are moving toward cutting through digital clutter with dynamic print material.
• Matt Minnerick is owner and operator of Allegra in Lisle.