The Heinzeroth Blog

Whether your business involves Consumer or B2B products and services, changes in the digital marketing landscape continue to expand the potential role digital activities can play in your media outreach. Newer tactics such as retargeting campaigns, contextual advertising, programmatic buys, chat bots and other ways of engaging with customers certainly make digital activities as complex as anyone would want to manage. 

To maximize effectiveness of an advertising media plan, one of the basic questions still remains: Should you place greater emphasis on digital initiatives today? Or should you continue to allocate a significant share of your budget for traditional activities such as print advertising that you have used in the past? What is an appropriate mix? The balance of this article provides general thoughts on that central issue.

Today’s fast-paced, digital communications can create real challenges for B2B marketing professionals. One of the biggest hurdles is developing a plan to generate a continuous flow of fresh content to keep your customers and prospects engaged through social media channels, targeted eMarketing campaigns as well as regular updates of your website.

Developing and supporting a case study program is an extremely effective way to help relieve your content creation burden while establishing your company’s credibility and areas of expertise.

Some websites just seem to “get” the best practices of inbound marketing, with plenty of interesting blog content, calls to action (CTA’s) throughout the site and landing pages that convert visitors to leads. In our use of the HubSpot platform for inbound marketing, we are able to take advantage of tactics that have been proven successful in studies of thousands of HubSpot campaigns. Here is a quick summary of a few ideas you can use to improve conversion rates in your marketing efforts.

When someone moves into a home, their purchases that follow can represent a huge opportunity for marketers of home improvement products. DIY product and service providers must be constantly looking for innovative ways to reach these recent movers. Here is an opportunity to not only make the sale, but also forge customer loyalty and retention.

Video has never been hotter as a marketing tool. A recent study by Invodo, a video solutions company in Texas, predicts that 74% of all internet traffic in 2017 will be video. The study also found that 65% of video viewers watch more than 3/4ths of a video.

With video playing such a crucial role in online consumption, it’s essential that companies, both B2C and B2B, flesh out their video content strategies.

Will your products sell successfully in another channel? It’s a common question and perhaps a tempting option to pursue if your products are nearing the mature stage of their lifecycle. Before you invest in a new channel initiative and get your team working on campaign materials, you might think first about how your business model would fare in another channel. If your company and brand strengths don’t transfer well, it’s likely that your products will need more than a marketing push. 

To energize your PR campaigns with the multiplier effect of blog articles, social media shares and other earned media exposure, there are some basic tactics that tend to fuel conversation and engage customers with content they generally trust more than ads and traditional news coverage. While these tactics do require some extra effort and hands-on attention, many of the techniques can be applied by B2B as well as consumer brands.