More than ever before, businesses are relying on digital marketing to reach their highest goals. At the start of 2020, top companies allocated a large majority of their marketing spend to digital. With the global pandemic and so many people working from home, many companies have shifted to 100% digital marketing.
There are a number of reasons why top companies love digital marketing. In this blog, we will outline the positive impact digital marketing can have on your top-line growth.
Seamless Reporting and ROI Tracking
Digital marketing, when done correctly, allows for closed-loop reporting and the strongest ROI tracking of all marketing tactics. Gone are the days of putting your ad in a magazine or on a billboard and hoping the right person would see it and become a customer.
With tactics like account-based marketing, social media advertising and integrated CRM data, you can send your ads to the right people (and only the right people) and get data on:
- If they engaged with your brand
- How long they spent on your website
- Which messaging resonated the most with them
- And more
When you use a tool like HubSpot and your CRM is integrated with your marketing automation, it’s easy to see which digital marketing tactics are contributing to your top-line growth. Once you figure out which tactics work best, you can double down on them and ensure the strongest ROI at all times.
With one of our clients, a trucking company, we kicked off their campaign in January of 2019. By June of 2019, we tested countless social media campaigns across all platforms with various messaging. Each time we honed in our strategy, we received more website visits. While some people may chalk this up as a win, we took it a step further. We asked ourselves how many of those website visitors were turning into qualified leads or sales. The answer was very little.
We came to realize that the people visiting our website via the social media strategies were other industry professionals interested in the content we were pushing out. None of them were our target audience. The ROI was not there. Once we finished our tests, we decided to shift the social media budget to email marketing, and the leads came flowing in. The ROI was strong.
Digital marketing naturally directs your teams to a sales-first mentality. Digital processes allow marketing teams to generate and nurture leads, so when they’re ready to go to the sales team, they’re hot.
Beyond just delivering hot leads to the sales team, digital marketing arms salespeople with valuable information that other forms of marketing just do not allow for. Using the HubSpot CRM, sales teams can see a whole slew of information about prospects, including:
- Which website pages they have visited
- How they got to your website
- Which marketing emails they have opened, clicked on and shared with their team
- Ads they have clicked on
When your entire digital ecosystem is linked, your sales team has all the data they need to close deals.
We see this in action every day with our clients. One of our clients, a 3PL (third-party logistics provider), has thousands of contacts in their database. The sales team gets notifications when one of their assigned prospects is on the website. This way, they can pick up the phone and call them right as they are thinking about their company. They have found that, by reaching people when they are already in the “I need a 3PL” mindset, they are able to close deals faster and have more meaningful conversations, resulting in larger deals.
Targeting and Personalization
Digital marketing allows for strong targeting and personalization, which is getting stronger every day. Every touchpoint sent through the internet has the ability to be personalized. Social media advertising allows you to send your ads to people based on their job title, industry, company, location and more. Email marketing allows you to send the same message to your entire database with personalization tokens to fill in key pieces specific to them.
Here is an example of personalized email marketing:
Hi [First Name],
I wanted to chat with you about a solution that I think would be perfect for [Company Name]. I know that competition in the [Industry] industry is higher than ever, and our solution can help.
Given the pandemic, I won’t be traveling to [City] anytime soon, but I would love to connect via Zoom. Let me know your availability next week and we can put something on the calendar.
When a prospect receives this email, they feel as though the salesperson has taken the time to type it out just for them. In turn, the salesperson has saved hours on cold emails and can refocus that time on contributing to top-line growth.
Brand Identity and Awareness
Today, more than ever before, people want to do business with other people. Digital channels are the perfect way to showcase your brand personality to prospects, customers and strangers.
In the B2B world, brand identity is just as if not more important than it is in the B2C world. At SyncShow, we spend significant time working with our clients to determine who they want to be in the marketplace. Clients come to us with a variety of goals, including:
- Grow X% over the next five years
- Generate more digital leads
- Position our company as an industry leader
- Showcase our culture and generate new employee applicants
Regardless of your end goal, your brand identity plays a huge role in achieving it. Social media allows brands to interact with their target market in a way that was never possible before. Large companies are having one-on-one conversations and people are feeling intense connections with their favorite brands.
At first glance, a company’s website also tells a story about who they are and what they stand for. Website development is a huge part of digital marketing. A strong website can ensure top-line growth. When building websites, we keep in mind a number of tactics that ensure strong brand identity and conversions:
- What story does the content on your website tell?
- How easy is it for prospects to convert?
- Do we have options for prospects in all stages of the buyer’s journey?
- How do the colors and design portray your brand?
A strong digital marketing strategy can grow your business in so many impactful ways. The key to success is working with a team or partner who knows what they are doing. Read our case studies to learn how we have helped B2B companies achieve incredible growth.