5 Top Digital Marketing Tactics for Future Success

It’s no secret that the digital age has changed the way B2B companies interact with their customers. With technology constantly evolving, tactics that once used to be revolutionary, like personalisation, are now expected from consumers, and companies are having to regularly rethink their digital strategy to ensure they are communicating with consumers effectively.

At Armitage, we understand how technology has evolved marketing, and what B2B companies need to do in order to interact with customers successfully. This is why we’ve pulled together 5 top tactics your digital marketing strategy should include, to ensure success for the future:

Original Video Content

Video marketing, especially within the B2B sector, has become a great tool for companies to introduce their solutions to consumers.

If you’re not already, targeting your customers with an interesting two- or three-minute video is a great way to provide them with valuable, bite size content. Your video needs to be engaging and you can do this through a variety of ways including:

  • Walk your viewer through how you helped a specific customer get from point A to B, show them how your company started, or how you developed a specific feature of your product. Hook your audience with an easy to understand video first, before going into specifics.
  • Useful and Educational Content: Include useful and educational content. Whether you choose to share tutorials of how to use your product/solution, product demos, or ‘how-to’ style videos, this is a great way to provide your audience with information in a quick and simple way.

 

 

Influencer Marketing

The word ‘influencer’ is commonly associated with the B2C world, with beauty bloggers more commonly coming to mind. This could explain why influencer marketing has been slow to gain momentum within the B2B tech sector; but the last year has seen a rise, with technology companies increasingly partnering with influencers to improve their credibility and social media reach.

As tech buyers become more desensitized to the marketing they see daily, influencer marketing provides companies with a fantastic opportunity to leverage influencers, who have built a loyal following and credibility within the industry, to market to decision makers.

In the first half of 2019, we’ve seen a clear increase in awareness about influencers, with both clients and potential clients requesting more information about influencer marketing and the benefits it can provide for them. If your looking to invest into influencer marketing, and want to know how Armitage can help you, get in touch!

Re-Targeting Current Clients

Often one of the biggest digital marketing tactics B2B companies overlook is retargeting current clients.

Usually, clients are only using/buying 20% of what your company offers. By including a re-nurturing plan in your marketing strategy that actively re-target’s current customers, you will be able to build a process that ensures your company is facilitating consistent retention, upsell and cross-sell of additional products, features and services.

Re-targeting can be implemented across a range of different digital platforms, with the most popular including Google Ads, AdRoll and LinkedIn.

SEO and Content

We all know content is king when it comes to SEO success. SEO sits at the heart of any digital marketing strategy and aligning your SEO to your content is vital in maintaining a strong presence online and driving leads to your website.

But how do you ensure that you’re not only writing content, which is highly ranked, but also quality content that is user-focused?

SEO can be complicated but the following three tips will ensure you are well on your way to achieving success:

  • Keyword Research: Perhaps one of the most significant factors of SEO, is completing good keyword research. Find relevant keywords that relate to your expertise, products/services and your audiences search intent.
  • Topic Research: Analyse your keyword research and identify topics on what your audience wants to learn, so you can produce content that will help them solve their problems.
  • Focus on Readability: Ensure your piece of content is readable. Is your content easy to follow? Clear on what it is describing? To be readable, your content needs to present all types of information in an understandable way.

 

 

Marketing Automation Tools

There’s no longer a way to escape marketing automation, as across the marketing world, companies are either looking to invest, beginning to implement or already have access to marketing automation tools.

A marketing automation tool such as HubSpot, provides a simple way for marketers to stay on top of contacting and nurturing leads. With sale cycles lasting weeks, months and even years within the B2B tech industry, marketing automation helps you stay top of mind, and market to your contacts on a regular and intelligent basis; and more importantly it isn't time-consuming for either the marketing or sales team.

At the speed technology is changing, it’s clear to see that marketing automation is one tool marketers will not be able to ignore for much longer; as marketing automation platforms like HubSpot or Marketo will provide companies with the opportunity to interact with their customers more simply and successfully.

We hope these tactics help you when moving forward with your digital marketing strategy, and please get in touch today, if you have any questions, or require further assistance.


Industrial Automation – Topics for 2019

In recent years we
have all rode the IIoT wave, discussed topics with science fiction sounding names
such as ‘augmented reality’ and ‘artificial intelligence’ and generally seen interest
in technological advances in manufacturing undergo an unprecedented evolutionary
period in the general public’s awareness and shows no sign of slowing.

So, what are the hot topics in 2019? There are so many it was difficult to shortlist, so I’ve decided to focus on three topics that I am being most regularly asked to provide content for, by the editors.

IT/OT cybersecurity – A Manufacturer’s Greatest Challenge

You may be surprised to learn how many industrial automation and processing companies are only just becoming aware with this potentially catastrophic threat.  The organisations already in the know, are on record as saying cybersecurity is their single greatest threat.

Cyber attackers are exploiting security flaws that result from gaps between the IT/OT infrastructure as companies introduce Industrial IoT (IIoT) devices and Edge computing equipment. Integrating information from sensors both in and out of control systems creates confusion between a corporations IT/OT responsibility. Adding external suppliers further complicates enforcement of security requirements for new assets.

To help combat this, companies need to converge their IT and OT cybersecurity to clearly define responsibilities and remove any potential security gaps.  This approach will help ensure more consistent security levels across entire organizations reducing the organization’s overall cyber risk.

Cloud
and Edge Solutions 

With the convergence of information technology (IT) and operational technology (OT) and the industry’s continued transformation, manufacturers are rethinking the way they operate their businesses. The use of Cloud and Edge solutions is enabling companies to have better control and insight over their industrial processes. 

Edge technology reduce the volumes of data that needs to be moved and the distance the data must travel.  The analysed and processed data from different plants is stored in the Cloud, enabling critical business information to be accessed and controlled solely by IT.

This approach means the deployment of Edge devices
with embedded analytics, Edge servers, gateways and Cloud infrastructure enables
manufacturers to support business decisions in real time, monitor assets,
provides analytics and machine learning, and artificial intelligence (AI) to understand
and take appropriate action.

This can help manufacturers reduce production inefficiencies, compare product quality against manufacturing conditions, and pinpoint potential safety, production or environmental issues.

IIoT
Continues to Evolve

The Industrial Internet of Things (IIoT) is without doubt a technology that will become even more widespread in 2019.

The IIoT continues to be de developed for comprehensive systems
monitoring and maintaining complex large-scale production lines. It uses machine-to-machine
communication to improve safety, production time and operating efficiencies. 

IIoT, connectivity enables faster communications
and response to change. Advancements in AI and machine learning will allow IIoT
systems to more effective including monitoring, predicting and reacting to factory
and product line issues, keeping production going and ultimately improving
safety and a company’s financial performance.

The fundamentals of the IIoT is not just an industrial technology; we
can see parallels with the IoT as we bring this technology into our homes.  Heating thermostats, burglar alarms and I can
even speak from experience. The lighting in my house is controlled by a smart
ap on my connected to the cloud, so they come on when my alarm goes off, and come
when the sun sets in a shade of colour just right for my mood and I can switch
them off from my phone when I remember I left the bathroom light on when I went
to work. Perhaps a topic for another day.


5 Content Creation Hurdles and How to Overcome Them

 

Whether you’re B2B or B2C we are all aware that creating content for blogs, website, social media, and downloadable content is important. But if it were easy we’d all be churning out content like there’s no tomorrow… and that’s not the case, is it? That’s why it’s important to take it back a step and think about some of the hurdles that are holding us back and how we can overcome these challenges.

We’ve all heard how content is king and you’re probably pretty bored of hearing it, but it really is a vital part of your marketing strategy. Here are some key content creation hurdles and how to overcome them.

 

 

1. Not Mixing It Up

Once a writer has found their comfort zone it can be easy for them to continue writing in the same way, and eventually produce content that doesn’t feel fresh or unique.

Sticking with what you have done before (with the same structure and topics because you think that if it worked before then it will work again) is not the right approach and main reason why there is so much repeat content out there. This strategy might work for a while but is doomed to fail eventually.

How to Overcome:

Start by creating a list of blog titles that are relevant for your industry and your audience, if you are stuck for ideas think about what your site needs to be ranking for, and blogs to answers the queries that your potential customers may have. Once you have an initial list, you can use tools such as Google Trends or the HubSpot Blog Ideas Generator to expand this list by finding related topics.

Be unique and different – try new methods/ styles before your competitors do. Read and share content by industry leaders, to give insight and spark ideas for future blog posts for your own company. Frequently reading high-quality content will support your own content generation.

 

 

2. Balancing Creativity and SEO

When writing blogs or website content for your site it’s always valuable to keep in mind search engine optimisation (SEO). However, when faced with creativity over SEO it can be difficult to get the right balance. SEO is crucial for people to be able to find your site, but a blog that’s just written for the sake of SEO is not one that people are going to want to read or be interested in.

How to Overcome:

The key here is to choose your blog topic and a focus keyword (based on your SEO) and use the keyword where appropriate, but always write with your readers in mind! This means that the content must be well written and inform the reader of an area of interest to them. Keyword stuffing is not an effective route to go down.

Syndicated content is another solution to overcome this challenge. Producing syndicated content on other authority sites provides you with a backlink that will increase your sites SEO authority. This will also in turn, drive more traffic to your website and raise awareness of your brand to visitors of the authority site. Just make sure that these sites are relevant to your industry to ensure that your providing readers with useful content.

 

 

3. Time is Money

We are in fact against time itself when it comes down to writing content, we all wish we could produce great quality blogs in less time, but it doesn’t work like that.

Whether you outsource or write your own content, time is money, and writing good content is not quick nor easy. Companies often find that there isn’t enough budget to spend time on blogging in replace of activities that are considered to be more beneficial to the company.

Insufficient resources are amongst one of the many problems content makers face, especially in agencies when you’re constantly balancing client deliverability’s and fitting in time for your own content writing.

How to Overcome:

Delegation is a good method for splitting up the workload and achieving more content without too heavily impacting one employee’s workload. Of course, every workplace structure will be different, but this should be trialled to help overcome time challenges. When there’s a team of employees with different expertise, it allows better quality content to be delivered, by delegating content topics to people with specific knowledge.

 

 

4. Rising Above with Competition

Companies are now being faced with an increasing amount of competition when writing about the same topics that have already been mentioned in the industry; especially if your company is working within a small niche. Which brings the question, how do you produce unique content that stands out?

How to Overcome:

Make sure for every piece of content you post, it’s the best it possibly can be. Do this by taking the time to properly choose an interesting topic that will resonate with your audience. You should research your topic first, understand that good content isn’t going to be lightning fast to produce, and most importantly get your content proofed to ensure it hits the mark and that there are no grammar mistakes. There is nothing that will damage your brands reputation more than mistakes in their content, and it happens all too frequently.

 

 

5. A New Generation of Sponsored Content

There’s been a big shift towards the pay-to-play marketing and organisations paying for their content to get in the search results. Which, to be frank, is getting in the way of unpaid content being noticed in the organic search results. Don’t fear as organic still lives on, but as the big social media players such as Facebook and LinkedIn gain more intelligence and segmentation options, maybe it’s about time we consider opting for a part organic and part paid content strategy.

How to Overcome it:

As I mentioned, keep going with the organic but I’m encouraging you to give paid a go. For best results, define a suitable budget and set specific demographics for targeting your content at the right people, get goals (gain web traffic, more followers on social) and see if it is worth it. Try a few different approaches and see how it goes!

 

 

I hope this blog has helped you find solutions for some challenges content marketers face and inspired you to keep writing as your business grows.


Traditional marketing anesthetises audiences

At Armitage Communications, we understand that strong content marketing is fundamental to the success of any campaign. The ears, eyes and minds of 2015 are so desensitised by the constant bombardment of traditional marketing techniques that these no longer have the desired effect.

A twenty-first century audience of savvy multi-media browsers are no longer fooled by companies who focus primarily on advertising themselves, rather than creating added value to the customer with informative, educational, and entertaining content on a variety of platforms from funny pics on SnapChat to fifty pager e-books.
Which is why we’re sharing this golden nugget of blogger wisdom from Jeff Bullas, who was ranked the #1 Content Marketing Influencer Globally in 2014 by Onalytica. He describes how content marketing upsets traditional marketers, but that a change needs to take place in which the aim is to pull in customers rather than push them away with meaningless, self-important brand-egocentricity.
Rather than provide you with a summary, we’ll simply give you the link.