The world is full of diversity, yet many brands are sticking to one platform to tell their story. That’s limiting your audience and your message. The most important strategy for B2B lead generation is reaching people in a variety of channels with multiple formats.
You want to be able to cast a wider net. That’s why a business needs a multi-platform approach to succeed. So, what does that entail?
Not everyone is at the same place when it comes to purchasing. Some buyers know what they want, and their journey is very short, while others take a little coaxing. Modern marketing is about building relationships and if you’re always going after “hot leads,” you may be missing the point.
Think of the buyer’s journey like a funnel. The top is when people have no idea they need you. They are simply unaware of your brand. Further down, they become more interested. There is awareness. Then a decision-making process, and finally a purchase. There’s a lot going on and people can be at different stages in the funnel at all times.
A multi-channel approach is about creating content and distributing it to the appropriate channels, in the proper format. This is how you snag buyers in all parts of their journey and see them along the way. They may not be on Facebook, but since you are multi-channel marketing, they’ll catch you on LinkedIn.
Even though B2B is about reaching a business, you are still engaging with individuals. Whether it is a CFO or an HR rep, every consumer has their own preference; and these will affect their decision-making for the company.
Therefore, creating content in different formats will help you appeal to everyone. Some consumers prefer video, while others want to read. Even still, many people may choose the avenue of email. You never can be sure about preferences so try and appeal to as many as you can through targeted messaging.
There is a lot of noise in the digital arena and it’s only getting louder. That’s why you need multi-channel marketing to stand out. You may have the perfect product for someone, but if there is too much noise on the platform, they could miss it entirely. Pairing social media marketing with Google Ads is a good first step to covering your bases.
One key strategy is to use social listening or monitoring to locate your audience. Keyword prompts for your brand can guide you on which channels may be the most popular for your targeted audience. The key here is that you must diversify your efforts to rise above the noise.
Cost per click isn’t lucrative without a multi-platform approach. If you are paying for every person to click on your website, but only 2% follow your CTA, then you must do something with all those people leftover. After all, they did show interest.
Follow up their visit with retargeting. Google has a great program for this where they will show your site to those visitors on different platforms. It gives the consumer a second chance and puts your message fresh in their mind. You are essentially reengaging them and inviting them into your home again These people are already warm leads and a few feet into the funnel.
Other ways to reengage can include:
- Email drip campaigns
- Facebook ads
- Google retargeting
- LinkedIn ads
- Social outreach
The list goes on. Just remember to get creative with your content. People only value thought leadership. Whether it’s a video or a whitepaper, consider the audience.
A multi-channel approach can actually save your business. Conglomerates like Google and Facebook run the show. They have put many people out of business simply by changing their algorithms. Don’t be dependent on one platform. What will you do if something changes?
When you use a multi-platform approach, you are independent from any platform. You have safety nets to fall back on. Platform independence is key to ensuring your brand is never reliant on shaky ground.
A multi-platform approach should not be a daunting task. You don’t have to hit every channel that ever was. It also doesn’t require a budget. LinkedIn is a great place to connect with an audience for free. You can also post relevant content to reach the right people. Cold emailing is another effective way to cast a net without wasting money.
As your business grows, you may find you have less labor to spare. This is when you can consider a budget. Try Facebook, Google, and retargeting ads. Just remember, it’s not just pitching to people, it’s building a relationship and sharing value.
Lastly, test everything you do. A/B testing is a form of fine-tuning your content. Sometimes all you must do is run two campaigns with a different title. If you want to start running LinkedIn ads, start out small, see what works. Perhaps use Facebook and LinkedIn simultaneously, then watch the numbers. It’s never a perfect science, but the metrics will help you make more informed decisions.
People want value. Tell your story in as many places as you feel comfortable. Change up the platforms if some aren’t working. Once you find the right combination of channels, you can begin to scale. And once your brand is out there, sit back and enough the success!