The B2B Marketing Equivalent of Wearing White after Labor Day: 3 Strategies to Pack Away

September 7, 2015

white suit

Don’t wear white after Labor Day. It’s a bit of fashion advice that’s over 100 years old: pack away the summer wear when fall begins, and don’t bring it out again until at least Memorial Day. To do otherwise would be uncivilized.

Here at LinkedIn Marketing Solutions, we don't mind what you wear. But there are some B2B content marketing habits we’d like to see packed away, never to be seen again. You can make your marketing efforts more valuable, relevant, and effective when you stow these three strategies:

Strategy #1: Chasing the Shiny, New Object

Since marketing is rapidly becoming a tech-driven industry, there’s always a rush when an innovative piece of software, social media platform, or new strategy starts gaining traction.

We all love new toys to play with, and there’s no question that experimentation can add real value to your existing efforts. But it’s important to have a documented strategy in place before chasing the next big thing.

Try This Instead:

Before you add a new platform or tool to your marketing mix, make sure you understand what is and isn’t working in the current setup. Measure the results of your current strategy, quantify what you’re spending and what’s getting the biggest ROI. You may find opportunities to improve without adding the latest thing. And if you do decide to hop on the new bandwagon, you can intelligently add it to your strategy instead of going in blind.

Strategy #2: Marketing without a Mission

Each piece of marketing material you put out represents your organization’s brand—or lack thereof. Ideally, all these bits of content across platforms should paint a seamless, cohesive picture of your brand’s voice and values. Without a solid identity to base your messaging on, you can end up confusing your audience or coming across as inauthentic.

Try This Instead:

Start with a brand statement that clearly defines what your business is, what it does, and what its core values are. These values will inform your brand personality. Is your brand playful, serious, or a little bit of both? Is it humorous, sarcastic, inspirational, pragmatic?

Before you send content into the world, make sure it aligns with the brand identity you have created. This consistency will not only help consumers identify with your brand, but also prevents you from publishing messages that don’t jive with audience expectations.

Strategy #3: Self-Limited Lead Nurturing

Research shows that 90% of visitors to an organization’s website will leave without providing an email address. For the few who do give their information, open rates on email tend to hover around just 20%. If you limit lead nurturing efforts to just these captured leads, you may be missing a lot of opportunities to continue the connection.

Try This Instead:

A full funnel approach to lead nurturing can help extend your reach. Reach the right people and stay connected throughout the buyer’s journey with options like optimized native advertising and targeted display ads. In fact, display ads have been shown to significantly improve search conversion over time. You can personalize display ads based upon how visitors interact with your site, and you can optimize along the way by testing various messaging iterations for each audience segment.

This Labor Day, as you fold and store your white linen suit (all marketers wear white linen suits all summer. Don’t you?), resolve to keep your marketing efforts fashionable year-round. Start with a solid understanding of the measurables, keep your brand messaging on point, and capture more opportunities with full funnel lead nurturing, and your brand will never end up on a worst-dressed list.

For more fashion-forward, full funnel advice, download The Sophisticated Marketer’s Crash Course in Lead Nurturing.