BBN Navigator. B2B Marketing Strategy Guide.

Using the internationally proven and uniqueBBN Navigator methodology, we guide our clients through all phases of B2B marketing, from initial analysis, brand strategy, creative concepts, content strategy creation, justification and setting of communication channels, activation of communication campaigns, and marketing automation, all the way to optimization of marketing projects and KPI delivery.

5. Optimisation Phase

Optimisation: Digital campaigns have the advantage over off-line channels in that they deliver ongoing results on campaign performance, so it is possible to respond to data on an ongoing basis by optimizing marketing campaigns. One very important point is also marketing automation and simple monitoring of campaigns running simultaneously in different advertising systems. We use various MarTech IT systems for this, such asmarketing cloud SharpSpring. Marco BBN is aSharpSpring Platinum Partner.

The most important methodologies within Optimization include:

○ Analytics
○ Business intelligence
○ Metrics (metriky marketing)
○ Search engine optimisation (SEO)
○ Social monitoring (social monitoring)
○ Management consulting

Modern marketing is an exact science. The basic pillar is absolute measurability. Metrics will help us define the performance and effectiveness of our strategies.

Some of them relate only to the online environment, while others can be applied generally to the entire corporate marketing plan. It always depends on the specific strategy and the mutual combination of tools. Either way, if you haven’t used at least one of them yet, your plan is not operating at its fullest.

Samples of the basic metrics we monitor

Unique site visits

This is one of the simplest indicators. With Google Analytics, you can easily find out how many unique visitors came to a particular web site.

Downloads

This metric gives you an even closer look at the popularity of your content. In addition, you can earn more potential leads thanks to exclusive downloadable content.

Time spent on site

Visiting a site is one thing, but how long a user stays on it is another. Did he/she leave immediately after the click, or did he/she actually read the entire content? However, it is necessary to be quite careful here, as measuring this value is definitely not easy. For example To calculate it, Google Analytics (as an example) uses a mathematical model that is not entirely accurate.

CTR – clickthrough rate

his is one of the core metrics used in the online environment. It defines the percentage of users who saw your ad and actually clicked on it. Here it is necessary to take into account the natural limits of individual media (banners, PR articles, text advertising). The same metric is used to evaluate the success of newsletters. Here you can see how many users who opened your e-mail clicked on one of the links.

Landing pages

Landing pages is one of the best metrics showing the credibility of your message. If users link to your content on their own sites, it means that they respect and identify with it.

Number of shares

Another very good metric for evaluating the quality of your content is the number of shares. If someone shares it on their private profile on social media, it is a sign of its quality.

Comments and interactions

Here we see an ideal metric for social media evaluation, whether in simple ‘likes’ or comments. Any interaction is a sign of interest – if it is positive. However, nothing is ‘black or white’, and you need to be prepared for negative opinions. They have a right to them … but that is a completely different chapter.

CPC – cost per click

This is, of course, one of the most basic metrics for performance tools. Simply put, it is the amount you pay for a click on a paid ad. The lower, the better (when it comes to budgets).

CPL – cost per lead

Somewhat more complex, but this metric is very typical for the B2B segment. Simply put, it is the amount you pay to get one lead. It is used for campaigns that aim to generate leads by obtaining their contact information (regardless of the medium used).

Impact

Impact is a somewhat more complex metric, concerning content strategies in particular. It measures customers who did not place a direct order, but based on the content visited (blogs, articles, videos, case studies) eventually decided on your company.

Conversion rate

Here is another very well-known metric, especially for performance channels, but not only for them. This is the ratio between the addressed users and the actually acquired customers. However, it does not address their value, it is only a percentage.

Engagement – Followers, Subscribers

This is a metric for social media and the campaigns in them. Simply put, it measures the number of users who will start subscribing to your posts or following your site.

ROI (cost– revenue)

In reality, ROI is the most basic of all metrics. This is the ratio of money invested to money earned through a specific campaign. It is surprising how often this metric is overlooked, and yet it is a pillar of modern marketing.

There are certainly many more similar metrics, especially those from the online environment. You can measure the most visited sites, market share, citations in media, number of transactions, etc. etc. Each industry and each company has its own. It is critical that you measure something and that the values obtained are really the relevant ones that will help you grow your business.

Social media sites and social media monitoring

Social monitoring is active search and monitoring. Unlike social listening, you do not respond to discussions or try to change awareness of your company. Monitoring is more about collecting data which will be the basis for further activities and overview. You can get involved in the more advanced phase of monitoring, but it will always be more about a discussion on a given topic or a conversation about your industry.

You can monitor:

• Brand mentions
• Mentions of your products or services
• #hashtag – both your chosen and interesting hashtags for you and your industry. Under the hashtag selected for the last campaign, you can find out what people think or say about it. Conversely, related hashtags allow you to track competition.
• Employees
• Competitors
• Customers