As 2015 winds down, marketers are looking ahead to 2016 strategy planning. As budgets are prepared and presented, typical questions that top C-level executives are asking include:
- What goals were we able to hit in 2015?
- Did we achieve the expected Return on Investment?
- What can we do better in 2016?
A carefully thought out, detailed marketing plan can help present clear and measurable objectives for 2016. But with no shortage of marketing approaches and strategies to choose from, B2B marketers might find themselves feeling overwhelmed and without a clear path for 2016. The fact of the matter is that blindly selecting one or two marketing methods isn’t going to be effective, or deliver a measurable ROI.
So, which strategies can help B2B marketers achieve the best results in 2016?
Rather than taking a blind approach, choose several tactics that will help you reach the goals you had trouble with last year. To help you better prepare for 2016, we’ve outlined three of our essential elements to keep in mind when creating your impactful marketing and public relations strategy in the New Year.
- Creative and Content Planning – Marketers have engaging content at the top of their New Year’s resolution list. According to Content Marketing Institute, 72 percent of marketers have made the development of compelling and appealing content a major priority. What kind of content gets the conversation going and generates top-tier media placements? Creative stories that resonate with key audience segments. For example, our data study from InterCall, where Walker Sands conducted a survey of 1,000 full-time employees to find out what people really do during conference calls. And the data didn’t let us down. “What People Really Do in a Conference Call” received over 350 media placements, including mentions on the TODAY show and Wall Street Journal.
- Integrated Campaigns – Think your audience is conducting research on only one platform? Think again. The most effective way to reach key consumers and connect with them one-on-one is to combine both PR and digital platforms, creating a cohesive strategy. This is something we like to call the Digital Ecosystem. The Digital Ecosystem leverages earned, owned and paid media to maximize a brand’s message. The result is a dramatic increase in website traffic, conversions and qualified leads. Interested in exactly how the Digital Ecosystem works? Just ask Dotcom Distribution, who increased revenue by 15 percent using this method.
- Measurement & Goal Setting – B2B marketers are in agreement that PR is a difficult metric to measure success for in an overall marketing campaign. Walker Sands wanted to help marketers and brands understand how media placements factor into an overall marketing strategy, and the kinds of results you can expect. Our latest data study, “Which Media Placements Drive the Most Conversions?” takes an in-depth look at nearly 6,000 placements to uncover what kind of media coverage generates leads. This is done through a deatiled examination of the percentage of placements that contain backlinks, total web traffic incurred from those placements and the total conversion percentage. The data points presented can serve as a useful guide as you map out your 2016 marketing and PR strategy.
B2B marketers need to be goal oriented and maintain a strategic edge in the planning and action phase to be effective in 2016, leading to better results than their unprepared counterparts.
At Walker Sands, we understand the importance of staying ahead of the curve in a crowded, competitive B2B tech landscape – and we also know that you can’t compete effectively without a game plan. That’s why we take an integrated, created approach to public relations and digital marketing.
Interested in learning more about the Walker Sands approach? Contact us today to get started.