The B2B marketing industry moves at lightning speed. Buying cycles are getting more complex, digital marketing is increasingly important, and the expectations of prospects and customers are ever-changing. While marketers realize the importance of communicating with their target audiences, it can be a daily struggle to keep up.

But why?

According to Content Marketing Institute research, only 30 percent of B2B marketers think their marketing efforts are effective. This belief is likely due to the fact that only about 46 percent have a documented marketing strategy. A well-researched, carefully designed and documented marketing strategy is the key to creating effective content that will appeal to your target audiences. Here are some basic dos and don’ts to consider when building your plan.

6 Dos

1. DO develop a marketing strategy.

Seems basic, right? Yet nearly half of marketers fail to take this critical step. As the saying goes, failing to plan is planning to fail, so be sure to take the time to develop and document your marketing strategy.

2. DO understand your audience.

Your marketing efforts should address your target market’s pain points, values and needs. The audience’s preferences are the foundation of your entire marketing strategy. Make sure you know them inside and out before getting started.

3. DO create relevant content.

The marketing content you create needs to be relevant to both your target audience and your brand. When your content addresses your audience’s interests and concerns, it can position you as a thought leader and authority in your marketplace.

4. DO communicate regularly.

Consistency is key to staying top-of-mind with prospects and customers. Stick to a set schedule for blogs, emails, newsletters and other forms of content to help retain readers and customers. When you do, they’ll know when they can expect to hear from you and will even look forward to it.

5. DO promote your content.

You may have created captivating blogs, bylined articles, white papers and case studies, but no one will see them if you don’t promote your content. Share your content on social media, post it in groups, email it to influencers, reach out to the media.

6. DO measure your efforts.

A common challenge for marketers is measuring the ROI of their initiatives. Establish and use metrics to determine the success of your marketing programs. These may include measuring consumption (number of views, followers, downloads, etc.), sharing, lead generation and sales.

6 Don’ts

1. DON’T focus on yourself.

Avoid turning your marketing content into a blatant sales piece. The goal of marketing is to provide value. Craft content so it delivers meaningful information and positions your company and its services or products as the ultimate solution to your audience’s pain points.

2. DON’T expect immediate results.

Marketing is a marathon, not a sprint. For most businesses, it is a long-term investment that requires commitment, consistency and patience. When marketers plan and implement effectively, it can create a lasting pipeline of sustainable results.

3. DON’T try to be everything to everyone.

The more narrowly you can define your target market, the better. This process is known as creating a niche and is a key to success for businesses of all sizes. Concentrate your marketing efforts on a specific and well-defined segment of the population—the ones whose profiles most closely match your existing customers’ needs.

4. DON’T forget the call to action.

Every piece of content should have a purpose. Decide what it is before you write and publish. Move beyond “contact us today to learn more” and include calls to action such as live demonstrations, exclusive content, private training or support, discounts or service guarantees.

5. DON’T be afraid to try something new. 

6. DON’T overextend yourself.

A strategic marketing program has a lot of moving parts. When developing your plan, consider your resources, and don’t take on more than your team can handle. Don’t be afraid to outsource components of your plan to other experts. With an extra set of hands, you can concentrate on other priorities, bring in new perspectives and ensure the plan you created is implemented effectively.

Strategic marketing guide

A well-crafted and well-defined marketing strategy is an essential foundation that yields benefits beyond the marketing department. As the landscape for B2B marketing continues to expand and new audiences emerge, it can be difficult to stay ahead of the game. Today’s marketers need to be more proactive, resourceful and vigilant about adding new skills, methods and tactics to their playbook. To learn more, download our Guide to B2B Marketing Essentials handbook today.