The emergence of omnichannel marketing is due to people’s growing reliance on the internet. Consumers can be reached across multiple channels, making it easier for marketers to reach their target audience.
But, as it’s often the case, being spoiled for choice is a blessing in disguise. Today, marketers must make tough decisions with so many marketing channels to choose from. As a result, marketers must take a step back and analyze which marketing channels to select for an effective B2B marketing budget.
Let’s take a closer look at which marketing channels are worth it.
B2B Marketing Channels to Include in Your Marketing Budget
Spending your money on the right channels is vital to get the most ROI from your marketing spend. The list below includes six marketing channels you should consider for your marketing budget.
1. Content Marketing
While many argue that content no longer reigns supreme in our saturated world, Bill Gates’s “content is king” still rings true today. By creating content, you give potential customers a chance to connect with your brand.
It’s a way to provide value and speak to your reader’s pains and struggles. And a way to position you as a credible source of knowledge.
Why is content marketing worth it? Content marketing is an investment. It cuts to your brand’s core, giving potential customers a glimpse of what you do.
2. Social Media Marketing
Social media marketing is as effective for B2B as it is for B2C. Your social accounts allow you to build brand awareness. They help you generate leads and gain insight into your customers.
Whether you’re using Instagram, LinkedIn, Facebook, or Twitter, you must be consistent to exist on any of those platforms. As a rule of thumb, focus on educating, entertaining, and inspiring your audience.
Why is social media marketing worth it? Social media marketing is a way to build authority, influence prospects, and turn leads into sales. That’s why 95% of B2B marketers use social media to connect with customers.
3. Search Engine Optimization (SEO)
No matter what industry you’re in, driving traffic to your website is vital. But ranking on search engines is becoming more complex.
Since only 0.44% of searchers go to the second page of Google’s search results, the first page is where you want to be. So, SEO is your bread and butter if you want to rank on Google and drive organic traffic to your website.
Why is SEO worth it? SEO won’t guarantee a sale, but it will bring prospects to your door. And though SEO is a long-term strategy, it’s no less a great way to boost your web traffic.
4. Pay Per Click (PPC)
Running paid ads is an effective way to advertise. With pay-per-click (PPC), you can run ads on search engines and appear near the top of search results. It’s essential if you aren’t ranking organically for competitive keywords.
PPC is excellent because you only pay when someone clicks on your ad. And so it’s cost-effective. Moreover, paid ads have a 200% ROI, so the potential gains are massive.
Why is PPC worth it? PPC can bring your brand front and center, giving your business the needed exposure.
5. Email Marketing
According to 31% of B2B marketers, email newsletters are the best way to nurture leads and close sales. Your email list includes your most loyal customers. They’re the people who are closest to purchasing from you.
What’s more, reaching out to your subscribers keeps you top-of-mind. So they know where to go when they need your products or services.
Why is email marketing worth it? Email marketing is one of the most powerful tools to drive sales and distribute content. It’s an indispensable marketing channel that can benefit all businesses.
6. Video Marketing
Video marketing is becoming the most popular choice for B2B marketers worldwide. For that reason, it should have a special place in your marketing budget.
Videos can work across various channels. The same video can be embedded on your website, played on YouTube, and added as a reel on Instagram or TikTok. It’s bite-sized, engaging, and entertaining.
Why is video marketing worth it? Using video is perfect for capturing your audience. It lets you answer questions, show how a product works, or promote your brand. All that without wasting your audience’s time and energy.
Last Thoughts
Choosing how to divide your marketing budget is always challenging. What may have worked for a while may change over time. So, you must analyze what works for you to select the right channels.
Autor
Peter Fechter
Peter is Digital Marketing Manager at MARMIND and mainly responsible for website and lead management. When he's not busy creating content, he is developing new strategic approaches for campaign planning.
In this video, we show you the 5 main features of MARMIND’s budget & cost module – and how it can be used in the best way for your marketing purposes:
- Top-Down Budget Planning
- Spend Management & Forecasting (Bottom-up Basis)
- Set up reconciliations from actual costs to planned/committed costs
- How to set up scenarios
- How you can integrate budget forecasts, ROI and performance KPIs into other views and into reports