This is part four in our four part series on creating a B2C2B content strategy for your business. Please take a moment and reading the other parts first:
Why Experimentation is Necessary in Marketing
How Authentic Growth, Not Traffic, Drives Your Business
Toyota’s 5 Why Approach to Problem Solving
How Technology Can Scale Your Successful Campaigns
Marketing is all about finding ways to connect messages, people, and action. So let’s say you’ve figured out how to do that successfully for your business. Perhaps you’ve even followed the principles laid out by HubSpot marketing guru Anum Hussain on her B2C2B strategy presentation, something we’ve discussed at length lately on the Forward Push blog.
What Do You Do Now?
Like anything in business, a standing path is a quick path to failure. In the case of your marketing campaigns, if you’ve hit upon a winning formula, the next step is to scale it up — make it faster, smarter, better. Fine-tuning with this in mind isn’t just a luxury for your business; consider how much noise the average consumer gets from all different avenues: email, social media, online video, broadcast channels, print, and more. If you’ve found something that works, that’s a huge first step, but now you have to give yourself the tools to scale it up across mass audience without losing a sense of individuality or personalization that made it so successful.
Fortunately, plenty of technology exists to help you achieve that. Let’s look at two examples:
Example 1: Email Marketing
If email marketing has clicked with your target audience, then there are further tools that can help you automate, diversify, and personalize. This can be anything from using geo-location segmentation for content automation to augmenting the onboard process for better long-term engagement. These options emphasize the use of many different email and CRM tools, along with a good hard look at campaign analytics, to come up with creative strategies that make email marketing even more effective for your particular audience.
Example 2: Pay-Per-Click Campaigns
Pay-per-click channels such as Google AdWords have come a long way since they first hit the scene. Now they come with a whole range of target, display, and segmentation options, so many that the sheer volume of choices might feel intimidating. However, these options are the latest technological steps forward that give you the means to further optimize your ROI — target specific locations, platforms, languages, even as granular as alma mater or friend network.
Let Technology Do The Heavy Lifting
Both of the above examples show how technology can fine-tune and scale your strategies after you’ve established a winning formula. The goal is to find applications and tools that can streamline your workflow, specify segments, break analytics down further, or further personalize the path to success.
A lot of these tools are out there. Which one is best for you? That takes a clear understanding of your best marketing channels and your target audience.