Picking the best marketing strategies for your business right now. Multichannel is best.

That doesn't mean doing everything, or posting to every channel. Find your ideal customer

We talk about this a lot about finding your ideal customer and hopefully you have already built your value proposition and know what your customer's common pain points are. In this article, we share what to do if you are reviewing your marketing strategy or building one for the first time. You need to identify where your ideal customers hang out.

Show up on socials

Hygiene factor is an important element to cover off in your marketing. One of the first things your prospects will do is to head to social channels to get a better sense of who you are and what you offer. They want to make sure they are getting the right sort of personality or business to help them to achieve their goals. Therefore you need to share your values, your business, examples of work that you do and what people think about you. In 2024, the biggest win on social is personal brand, it's everywhere and if you and your business colleagues aren't doing this already, you're definitely missing out.

Be strategic about it - it starts with a plan

Consistency is key, mixed messaging confuses people. Confused people don't do anything. Therefore you need to be really clear about who your are, what your business stands for and what clients can expect from working with you. Remembering that research happens well before a company gets in touch with its shortlisted partners, you need to focus on how you communicate the value that you add and why your prospects will want to work with you.

The multichannel marketing approach

You need to have a multi channel approach to your marketing. That means, looking at the marketing activities that are right for your business, that will help you to grow your brand. If this is the case.

Marketing is the same science whatever the product or service you are selling. The difference will be in the marketing levers you might pull to generate demand in your product or service. As identified above, the first starting point for any B2B business is to clarify who your customer is.

You might be busy right now, but what happens when those projects or that work finishes? You should always have a marketing strategy in place that can nurture a pipeline of business for you. Particularly when you are a service business.

We Won't Tell You To Follow The Latest Fad

Lower case letters at the start of an email subject header, anyone? 🤷🏽‍♀️

There will always be gurus popping up to tell you about the latest must have strategy. They will tell you to be authentic on your LinkedIn profile, recommending that you share personal stuff about you and how people will really connect and engage. So far, we have yet to see this convert a prospect into a customer for anyone, or hear any of our B2B contacts tell us that this has resulted in more business for them. Whilst the algorithm might favour this content for now, as soon as you start posting business related content, people switch off. That isn't why they followed or liked your original content.

Likewise, it seems that the latest trend in emails is to remove the capital letter from subject lines - in the B2B space - this isn't advisable. It creates stand out for the wrong reasons and will send your emails on the fasted route to the junk folder.

What we will help you with, is to understand what you can do, to make your content stand out from the rest. What frequency is recommended for sending emails and the best days on which to send them. We'll work out which channels are the best for your customer base and what sort of content will help build relevant engagement from the prospects you are targeting. Reemmber that buyers are only in the market to buy when they are ready, so your approach needs to be:

1. Quality content

2. Thought leadership

3. Gaining trust - so people want to buy into you.

We can take you through setting up your automation tools to focus on bringing prospective leads into your platform and a plan to regularly engage with them, across email and social.

Want to know more? Get in touch hello@rad-marketing.co.uk