By this time of the year, you should have a good idea of how your 2017 marketing plan is performing. You may even be looking ahead to 2018.
The recently updated Marketing Planning Kit is designed to help you assess your current marketing mix with an eye toward creating an even stronger marketing plan for next year. Let’s take a look at why the channels you’re using matters.
Many digital channels are available to marketers and engineers.
Technical professionals have more digital tools and information sources than ever before to do their jobs better and more efficiently. When customers have many tools at their disposal, you need to broaden and deepen your presence to engage them in ways that match their searching and sourcing preferences.
With your customers being exposed to more companies and having many options when ready to buy, you might discover competitors you never knew existed.
Only by diversifying your marketing spend across multiple channels can you generate the results you need, including brand visibility as well as contact quantity and quality. Expanding your media program to multiple channels will put your company and products front and center during the early stages of the buying cycle, when prospects are seeking suppliers and before they are ready to make contact.
Simply stated, you will earn higher ROI investing in well-designed cross media campaigns than by relying solely on any single media channel. This is known as the Cross Media Multiplier.
Marketers are expanding the number of channels they use.
Analyst firm Outsell anticipates the number of tools in the marketing stack to increase between the years 2016 and 2018. In 2016, 58 percent of companies used between 1-5 marketing channels and 18 percent used between 6-10. By 2018, 45 percent will use 1-5 marketing channels and 23 percent will use 6-10.
According to the “Industrial Marketing Trends Survey” conducted by GlobalSpec Media Solutions, 69% percent of industrial marketers use both push/outbound marketing channels (email marketing, e-newsletter advertising, et al.) and pull/inbound marketing channels (company website, SEO, catalog listings, et al.)
Content marketing tactics and distribution channels are on the rise.
Most B2B marketers are making extensive use of content marketing to demonstrate thought leadership, increase brand awareness, educate potential customers, and generate quality engagement opportunities.
Research from Content Marketing Institute/MarketingProfs, “2017 Manufacturing Content Marketing,” found that:
- B2B manufacturing marketers report that their organizations use an average of 8 content marketing tactics, including e-newsletters, videos, white papers, and social media.
- On average, manufacturing marketers use four paid advertising methods to promote/distribute content.
For your 2018 marketing plan, choose a number of key channels you know work for you, and also experiment with several newer opportunities.
When researching a work-related purchase, the top three channels for technical professionals are search engines, online catalogs, and supplier websites.
In reality, your audience uses many other digital channels to keep up with the latest technologies, product news, companies and brands—all of which influence buying decisions. E-newsletters, industry sites, social media, video sharing sites, webinars and email are all important industry information sources for your customers.
Include your media partners when evaluating marketing channels.
Planning an integrated, multichannel marketing program is no easy task, and you shouldn’t have to do it alone. Take time to consult with an experienced digital media partner that understands and has the attention of the industrial audience you need to reach. Discuss your marketing objectives and have them show you multichannel plan that will help achieve your goals and objectives.
GlobalSpec Media Solutions produced a Marketing Planning Kit to help you evaluate the effectiveness of your current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape, and plan more effective strategies for 2018. Our intent is to help you define and achieve your marketing goals and objectives for the year ahead.