Strategies and tactics for developing a digital marketing strategy for a B2B IT company
The strategy outlined is aimed at boosting lead generation and brand awareness for a B2B IT company through digital marketing. It focuses on three main tactics: website optimization, content marketing, and targeted advertising.
The first tactic, optimizing the website and SEO, involves conducting a full audit of the site, improving speed and mobile responsiveness, and implementing on-page and technical SEO strategies like meta tags and schema markup. For example, acquiring backlinks through guest posts helps increase the site's authority.
The second tactic, leveraging content marketing, focuses on creating a content plan that targets high-value topics for the audience. This includes blogs, whitepapers, and social media distribution. Collaborating with industry influencers can also help expand reach.
Finally, targeted advertising involves using data analytics to identify effective advertising channels and creating personalized ad campaigns. Monitoring ad performance and conducting A/B testing ensures optimal results. For instance, retargeting ads can re-engage previous site visitors.
The strategies
⛳️ Strategy 1: Optimise website and SEO
- Conduct a full website audit and identify areas for improvement
- Optimise website for speed and mobile responsiveness
- Implement on-page SEO, including meta tags, headers, and keyword optimisation
- Create high-quality, SEO-friendly content for the blog and service pages
- Acquire backlinks from reputable sources through guest posts and partnerships
- Implement technical SEO, including XML sitemaps and schema markup
- Regularly update content to keep it fresh and relevant
- Utilise tools like Google Analytics and Search Console to monitor performance
- Set up goal tracking to measure conversions and user engagement
- Assign a dedicated SEO specialist to continuously monitor and optimise
⛳️ Strategy 2: Leverage content marketing
- Develop a content marketing strategy focusing on informative, high-value content
- Identify key topics and keywords relevant to your target audience
- Create a content calendar to ensure regular posting
- Produce a mix of content types, including blogs, whitepapers, case studies, and infographics
- Distribute content through various channels like social media, email, and guest blogs
- Use marketing automation tools to segment the audience and deliver personalised content
- Measure content performance using metrics like engagement, shares, and lead generation
- Encourage team members to contribute their expertise and insights
- Collaborate with industry influencers to expand reach
- Assign a content manager to oversee content creation and distribution
⛳️ Strategy 3: Implement targeted advertising
- Use data analytics to identify the most effective channels for advertising
- Create targeted ad campaigns on LinkedIn, Google Ads, and industry-specific platforms
- Develop compelling ad copy and creatives that speak to the pain points and needs of your audience
- Segment audiences based on job roles, industries, and company size for personalised messaging
- Use retargeting ads to re-engage website visitors
- Monitor ad performance and optimise campaigns based on data insights
- Set up conversion tracking to measure the effectiveness of ads
- Conduct A/B testing on ad copy and creatives to find the best performers
- Allocate budget based on channel performance and ROI
- Assign a dedicated paid advertising specialist to manage and optimise campaigns
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
