There has been quite a bit of change in the marketing world over the last few years. The pandemic has only accelerated the move to a primarily digital marketing model for most organizations. Traditional methods such as teleprospecting and direct mail are still effective but best used in conjunction with digital tactics. Determining where to invest your marketing budget during these volatile times can be difficult. Here we've put together what we believe to be five important B2B marketing initiatives for 2022.

Launch An Account-Based Marketing Campaign

A focused effort that includes a multi-channel approach within a finite universe can help you close your most sought-after accounts. This gives you the ability to tailor your campaigns to specific companies and address their most pressing needs. Start with a list of your top 10-100 accounts and develop content and messaging that speaks directly to these individuals. Use teleprospecting, email, digital adverting to help canvas these target accounts and engage with your prospect through social media to help build a relationship.

Create Visual Content Assets

Video is not the only piece of visual content you should be using. Infographics are some of the most shared posts through social media. Additionally, including high-quality images on your written blog posts will dramatically increase your number of readers. The most important things with visual content are quality, personalization, and including a call to action. Use professional services and your intimate knowledge of your audience to create compelling visuals that guide prospects to move through the sales process.

Audit Your Digital Marketing Strategy

It is a good idea to evaluate all of your marketing efforts on at least an annual basis. A formal digital marketing audit should include in-depth insights on SEO, blogging, social media marketing, email, premium content, and digital advertising. A competitive analysis should also be run to see how your digital efforts stack up with your competition. Take a look at all of your key metrics and determine a strategy to improve. Make sure the content you're producing and the channels you distribute through fit your prospects' preferences.

Invest In LinkedIn Advertising

LinkedIn advertising can be very effective for B2B organizations because of their granular targeting options. Some basic guidelines to follow include starting with a narrow target audience, creating at least 4 ads per campaign, delegating at least $3000 per month, and always including a call to action. Don't give up if your campaigns are not producing after the first couple of weeks. Much like any marketing initiative, paid ads can take a bit of time to show a return, but if you're persistent, they can become a consistent lead engine for your sales team.

Don’t Forget Google Ads

More than half of purchase decisions are with an online search, and most of those inquiries are performed through Google. While it is essential to have an organic SEO strategy, running Google ads alongside that strategy can make it more effective. The two work very well in conjunction with each other, and the combination gives you a much better chance of being found online. As with any advertising, your success will hinge on your ability to choose the right audience, produce relevant content and offers and invest enough budget.

Click below for our free guide on auditing and optimizing your digital marketing strategy