Account-Based Marketing (ABM)

Account-based marketing uses a one-to-one approach to marketing instead of one-to-many. Instead of creating general offers that apply to an entire segment sof your existing leads, specific marketing tactics are crafted and implemented based on identified, high-value personas. ABM takes personalized marketing and increases its effectiveness several times for higher gains and ROI.

Marketers state that ABM has the potential to create 97% more ROI than conventional marketing campaigns, so it’s something to explore if you have been in the business for years and you can analyze your analytics to discover higher-value personas in your leads. Platforms like Terminus can help you with analytics and in identifying accounts that are worth targeting with highly personalized campaigns. SaaS platforms like Terminus can also show you the aggregated value of different campaigns as well as top targeted accounts in your dashboard.

The primary steps in ABM are:

• Identify the high-value accounts in your system
• Investigate and explore the values and goals of the target organizations
• Craft the personalized content and create custom messaging for these organizations
• Pick the channels that will likely attract your leads
• Execute your personalized ABM campaign/s for the selected accounts
• Measure your results, quantify and adjust

Better CX Means Happier Customers

CX or customer experience has been the driving force in B2C, and those engaged in B2B lead generation can learn a thing or two from personalization, the backbone of CX in this century. Personalization came about because B2C is focused on consumers, mainly, and not really organizations or companies. But if you think about it, the mechanisms of lead-gen are similar, even though you are dealing with organizations, business owners, managers, and the like. It’s a different set of “customers” to be sure, but there are parallelisms.

The basic goals of personalization are:

• Connecting current review to marketing campaigns
• Integrating AI or artificial intelligence to site operations
• Gaining an advantage over the competition
• Increasing the viability of existing content
• Gaining a better understanding of customers
• Increasing content relevance and improving the performance of existing content
• Regularly applying analytics and data insights to decisions in marketing
• Increasing overall customer experience

Take note that all these goals ultimately wind back to CX. If we look at the current statistics, these are the general trends of CX in digital marketing:

• 86% of buyers are now more willing to pay more for better CX when doing business online
• 2020 is the year where CX overtakes all factors and has become the most essential differentiator for all kinds of brands
• Customers will like and continue to like businesses that provide higher CX
• Better CX greatly improves upselling and cross-selling
• Better CX increases customer satisfaction
• 62% of businesses are now investing heavily for better CX

It is vital for all businesses to acquire the key insights from their customers so they would have a better idea of customer expectations. You can use a variety of tools for this, including web forms and surveys.

You can also read through suggestions and comments, and find out what their opinion of you is, in general. After aggregating all of these data, you need to gauge how you can act upon concerns and points of improvement. This is done to improve overall CX of your site, as well as any channels you’ve opened for the distribution of content and services.

Influencer Marketing

Influencer marketing works on different channels, including social media platforms. Each niche has its influencers, and collaboration with these influencers is key to improving your brand’s reach and visibility. Influencer marketing is considered a disruptive form of marketing but has proven to be a reliable in many cases.

What you will be tapping in this case will be the trust and reputation of the brand ambassador or influencer. Influencers thrive because they have communities that are dedicated to their content. Influencers have a knack for producing content that have a deep and intimate connection with their audiences. The more you collaborate with influencers, the deeper you get into specific markets that can produce more Web design leads for your business.

Video Marketing

Video marketing has long overtaken traditional text and image content. This has been the trend since 2016, when a dramatic rise in video consumption and streaming happened in the US and other parts of the world.

Video consumption will comprise about 82% of all online traffic in two years (2022). 60% of Web users are also focused on video content primarily. What does this mean for businesses who need to gain more traction online? Apart from providing relevant content to users, you also need to utilize video as much as possible. The preference for video will naturally make your content more interesting to users, and this will have a good net effect on your site’s reputation and relevance for different target search terms.

Email Marketing

Some people say that email marketing is being left in the dust by other distribution channels, but this is largely untrue. Email marketing maintains a strong foothold in terms of being part of a strong lead generation strategy. Emails are often closest to people and people check their emails daily (or almost daily). Nurturing leads through email has always been an excellent way to develop rapport and harmony with prospects and clients.

Email marketing has always been an excellent way to touch base with both warm leads and cold leads, in addition to delivering content straight to the inboxes of people. However, it’s important that you are strategic with sending emails and there has to be an overall plan for creating the actual content of the emails.

We do not recommend hard-selling especially during the time of the pandemic, but there is nothing wrong with promoting your services in such a way that you show your support for your community. This is another angle that is worth looking at: that you need to establish a sense of community with the people in your list, and you need to take into account that a lot of businesses are also struggling at this time.

The goal is to make your communication show that you care for people, and that your services will ultimately benefit businesses that are struggling during the pandemic. Personalized content based on the segmentation of your leads will also make sure that you are able to communicate to different buyer personas effectively.

Invest in Interactive Content

Interactive content is another trend that has been around for years, too. Element and tools on a Web page that requires interaction in order to work will ensure higher click rates. While you can start with basic animation to get people to warm up to your brand on the home page, there are other possible directions for interactive content:

• Interactive emails
• eBooks that have links and other embedded media
• Quizzes
• Polls
• Customer surveys
• Interactive YouTube videos that are linked to your emails – a simple additional action will suffice
• Infographics
• Calculators

The purpose of interactive content is to sustain the engagement whenever you make contact. The core is still the CTA, or the main purpose of why you are communicating with them in the first place. Interactive content allows people to get into your message more easily, and this can lead to higher ROI and warm leads in the process.

Digital Marketing with Voice Search

It has been estimated that about 50% of all searches this year will be voice search, not textual input as we have been used to. Voice-assisted technology has been around for a long time, and it is natural for brands to adapt to changes in how people interact online. There are a couple of things that you should remember when creating content for voice search on Google and other search engines.

• Voice queries are often longer and contain many more elements of human language or conversational/day-to-day language. This is especially true for voice queries that are done through mobile phones. Take into account that people will hold a conversation with virtual assistants, and not with search engines. The search engines only pick up the queries and match them with the right search results. Terms like “best restaurants in Florida” are more of computer terms because they’re used to address search engines directly. They lack the deeper nuances that are present when people are in a more conversational mood and they simply want to talk to others.
• Almost ¼ of all voice queries are aimed at locating relevant local content. The rest of the queries are broken down into these broad categories: entertainment and fun, general information and personal assistant queries. Voice search is the most mobile-driven change in how people do things digitally in the age of “the Internet of Things.” Always keep in mind to add tags and content for local queries, and you also need optimize the actual content to suit the needs of those performing the local queries. Take note of the phrases that are common in the neighborhood, as well as locations. Get the language right for “Near Me” queries, and don’t forget to optimize internal links, anchor texts, meta descriptions and title tags, too. Mentioning and tagging landmarks around your office location might be a good idea as well.
• Another important difference with voice queries and regular text queries is that voice queries demand immediate and direct results. Just keep in mind the different terms that are often used, like “call someone,” “directions to,” “help with this,” and you can imagine already how people are going to be phrasing queries related to Web design and associated tasks and processes.
• It’s always a good idea to use structured data, because this has always been the type of architecture that Google and other search engines have wanted since the beginning. When you use structured data, you leverage the best practices in the industry and optimize your content for both users and search engines. Human users are always priority in this case: we do not recommend optimizing simply for search engines, and Google has been clear about what you should be prioritizing from the beginning.
• Since voice queries are local in many instances, it would be a good idea to claim your business listings from Google and sign up for local business directories that serve specific states and cities. All relevant geographic information can be placed on the footer area of every page on your website, including your address, name and telephone number.

Content Marketing

Last but not least, we have content marketing – which is a big umbrella term for all kinds of content that we distribute throughout our digital channels. Is traditional content important for lead generation? It hasn’t failed before. However, there have been changes in what is deemed as useful or relevant content. As we have discussed earlier, people now consume more videos and users are craving for interactive content when they surf the Web. This is the main reason why Facebook and Instagram have highly optimized their platforms for watching endless streams of videos, all day long. Even the lite version of Facebook doesn’t stutter when playing long videos.