Buyer persona assessment
First, you have to really get to know the brand, by researching and understanding the brand’s marketing plan and potential customers. The customers are then divided into groups, i.e., personas. Mapping all the personas that are relevant to the brand – directly or indirectly. Defining the personas, from even before they realize they need your services. And identifying all types of positions / people / locations where the persona could be – so that during their journey throughout the digital world (combined with printed), we can expose those personas to your brand – so much so that they will want to purchase your products or services.
Channel mapping and selection
At this stage, it is important to cautiously map the channels where your potential customers are present and the various stages, i.e., the marketing funnel. Initial contact via digital channels, followed by digital or physical interactions at the relevant stages of the funnel.
We could increase awareness through non-invasive ads, followed by digital assets that encourage potential customers to click on the link / download brochures or relevant books / watch videos. We are actually giving the persona added value by their coming into contact with your brand.
Many large brands that we work with think that they don’t need to be on channels like FaceBook or Twitter. So I ask them 2 questions:
- Are you familiar with the surfing data of your potential customers? Because we can easily find out how many of your personas actually spend time on FaceBook.
After all, if our personas spend a lot of time on certain channels, don’t we want them to come across our brand from time to time? Even if we’re talking about social media that’s less identified with the B2B world. Because we’re talking about people: purchasers, engineers, CEOs… and we want to expose them to our brand and increase awareness. And it doesn’t really matter where that happens.
- Our personas: We’re trying to attract people in certain positions and we’re talking B2B. This isn’t E-commerce or a product that can be simply lifted off the shelf. It’s important to remember that in this world, B2B and awareness mean everything. On the other hand, your potential customers automatically approach companies they remember and enjoyed working with. And those people are out there on social media, just like everyone else. So why not give them gentle reminders that your brand is out there as well? It really doesn’t matter where they encounter you. FaceBook and Twitter provide just as good exposure as other “more businesslike” channels.
Content program for B2B digital marketing
Content may be the hardest of all the B2B digital marketing tasks, as it requires so much more than just finding the right digital channel for the right message. We know that creating content for each stage of the process, and for each position, is almost “mission impossible” for most organizations. That’s why we use a content management methodology, so that we can benefit from the knowledge of experts. Next, we divide the content plan into stages, and create structural assets according to the type of platform and target persona.
Campaign strategy and tactics
After analyzing the buyer’s personality, mapping the customer journey, evaluating the optimal channels, and writing the content, the next stage is to build a comprehensive plan for execution. As we are not just a digital agency but also a B2B marketing agency, we create ad campaigns that suit our customers’ marketing strategies. Together with your Marcom or Marketing professionals, we create an optimal action plan to suit the company’s business and marketing goals.
Measurement & optimization
When it comes to B2B, different companies present different digital results. That’s why we implement our field-proven methodology, to expose different target personas to different campaigns at the same time. This way, our measurement and reporting (followed by optimization) are based on the technological tools used for a particular target segment. The reports are customized according to the various business personas. Finally, all measurements are consolidated into a 360-degree view that we present to our customers on a regular basis – so that they can understand their digital performance.