Would you like to generate more leads for your sales team? Or increase your brand awareness? Do you want to strengthen your online presence and give your customers the opportunity to reach you through various online channels?
Marketing strategies help the marketing department implement the right sales activities to generate new leads. The sales team’s job is to convert Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs) and, ultimately, into loyal customers.
Achieving these goals requires a clear marketing strategy and precise planning of each step. We’ll show you how it works.
5 Marketing Strategies and How They Work
In online marketing, there are two types of strategies: inbound and outbound.
- Inbound Marketing
With inbound methods, such as using the right search terms (SEO), your website and content will be found by active searchers. This allows you to specifically capture existing search volume for important keywords.
- Outbound Marketing
Outbound methods involve specifically targeting individuals who have not previously had any contact with the company. One example is online lead generation through Google Ads or social media.
One thing all marketing strategies have in common is that you need to consider your budget, staff resources, tasks, and the responsibilities associated with them. With clearly defined goals, you can evaluate and optimize your results.
How can you apply various marketing strategies both online and offline?
Marketing Strategy 1: Content and SEO
Are you one of the 77% of B2B buyers who researched online before contacting a salesperson? If so, you’ll also be targeted by companies that respond to this trend with relevant content. In doing so, these companies strengthen their brand and create new sales opportunities.
How does that work?
You focus on the right keywords or keyphrases. For example: “recycling plastic.” Potential buyers search for this and want to learn more. Search engines list the results. The better your content is on the topic, the higher your website will rank.
With this medium-term strategy, it’s important that you understand your target audience or buyer persona, including their interests. This makes it easier to choose the right topics and appropriate channels.
Marketing Strategy 2: Marketing Automation with Email Marketing
This marketing strategy makes it possible to send personalized messages to the right target audience on a limited budget and, with the right tools, to measure the results and success of these efforts.
How does that work?
To ensure that your (advertising) messages are actually read by recipients, it’s a good idea to segment your target audiences, breaking them down into groups based on very specific interests. With the help of email marketing tools and built-in automation, you can send tailored content to the right audience. This increases the likelihood that the content will be read.
Would you like to learn more about marketing automation and how to use it effectively?
Marketing Strategy 3: Social Media Marketing
If your target audience is active on social media platforms such as LinkedIn, Facebook, or Instagram, we recommend investing in a social media marketing strategy.
How does that work?
You can take an informative approach on social media, meaning you focus on organic results. Or you can take a promotional approach and concentrate on running online ads. You’ll achieve higher engagement rates and more leads by combining both strategies: offering free, shareable content and paid social ads.
To start, you should
- Conduct research on the buyer persona.
- the right channels or your customer journey
- Create the campaign and content plan.
Use the KPIs to evaluate your performance and, if necessary, optimize your strategies and content.
Marketing Strategy 4: Search Engine Advertising (SEA) – Google Ads
Google Ads is a marketing strategy that allows you to manage campaigns effectively, giving you full control over costs, measurable results, and the ability to clearly target your audience. It is often used as part of a broader strategy alongside other lead-generation measures to achieve rapid and sustainable results.
How does that work?
As part of the process of building a website, relevant search terms and topic areas are defined. A keyword strategy is then developed based on these. You determine how much of the budget can be allocated to ads for selected keywords.
Search engine advertising is an ongoing process. Optimization measures include, among others:
- Ongoing Maintenance of Keywords
- Setting Up Remarketing Campaigns
- Adjusting Bidding Strategies
Marketing Strategy 5: Omnichannel Campaigns with B2B Telemarketing
Appointment generation, customer retention, and customer re-engagement are goals that are very often achieved successfully through a telemarketing strategy. Such campaigns are often set up as integrated campaigns, also known as omnichannel campaigns.
How does that work?
Use telemarketing if the response to a trade show invitation sent via newsletter is low. A personal phone call serves as a reminder to recipients of the email. Over the phone, you can often secure trade show appointments with potential visitors.
Or you can boost lead generation for your sales team through a LinkedIn Connect campaign. This involves contacting your target audience directly with a personalized message. The LinkedIn messages are followed up with telemarketing.
Aligning Marketing Strategies—It’s All About Finding the Right Mix
To generate a large number of qualified leads, it’s best to use a mix of marketing strategies and combine online and offline channels. The coordinated use of LinkedIn marketing, newsletters, Google and social media ads, and telemarketing increases the success rate.
Use modern marketing tools that make your strategies and initiatives measurable and evaluable. This will enable you to make decisions more quickly, take corrective action, increase your budget, and incorporate feedback from your sales team.
