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Taking a Multichannel Approach to Your B2B Marketing Touch Points in 2023 

As you’re putting together your marketing plan for 2023, are you being strategic in how specific touch points will work together to achieve your goals? Don’t just tick boxes of what you think you should be doing. To be successful in your campaigns, you must fully understand your buyers and what they want and when. Let’s walk through how marketing on multiple channels can work together to generate leads and get the best ROI on your marketing efforts. 

LinkedIn marketing and advertising 

In the world of B2B, LinkedIn will be where you find the most engagement with your target audience. This is a great place to fire off industry insights and solutions, but it’s also where you can share your company’s culture and values. Finding a balance between sharing relevant and valuable industry information and more about your people and culture is the best way to spread brand awareness and build a loyal following. Additionally, encourage your employees and leaders to have an active role in sharing your company content to further expand your reach and build trust with your audience 

In addition to using LinkedIn organically, implementing advertising campaigns on the platform can be a key part of your overall marketing strategy. According to HubSpot, LinkedIn generates the highest visitor-to-lead conversion rate, making it 277% more effective than Facebook and Twitter. 

There are several types of LinkedIn ads to choose from, but these formats work well for lead generation: 

    • Sponsored content 

    • Message ads (InMail) 

    • Dynamic ads 

When setting up your ad in Campaign Manager, LinkedIn does a great job helping you decide which type of ad is right for you based on your goal. 

The success of your ad on LinkedIn relies heavily on: 

    • Defining your target audience 

    • Crafting your ad copy around a clear call-to-action 

    • Choosing the right ad format for your content 

You can test different LinkedIn ad formats to see which resonates with your target audience. Running A/B tests on your LinkedIn ads is a great way to learn more about your target audience and what content they connect with. 

The power of landing pages 

Landing pages serve the purpose of converting leads. Therefore, all pieces of a landing page should be focused on that singular goal and work together to achieve it. The beauty of landing pages is that they can be personalized for each lead you are nurturing.  

Make landing page content relevant and valuable to your prospect and influence them to take the next step, whether that’s downloading a white paper or requesting a product sample. Use smart copy and a direct call-to-action that grabs visitors’ attention. 

When designing your landing page, ensure it is mobile-friendly, since most web traffic on landing pages is on a mobile device. Elements of a mobile-friendly landing page include: 

    • minimal design – don’t clutter the page with too many images or text; add visual breaks to the copy 

    • have a CTA “above the scroll” 

We make sure the landing pages we develop have the following elements: 

    • Bold and enticing headlines that capture the attention of visitors 

    • Short, clear copy that provides an overview of the product while being persuasive and brief  

    • High-quality product and application images that add visual interest to the page 

    • One compelling CTA that is clear and prominent with a button that encourages visitors to take the desired action 

    • Relevant supporting data or case studies that offer social proof of your solution

When creating landing pages, it is important to keep the design simple and focused on the desired action. This means eliminating unnecessary navigation menus and other distractions that will take away from the main CTA. Keep in mind that landing pages are middle-of-the-funnel content for prospects, so anyone visiting your landing page will have had some previous interaction with your company. 

Staying connected with email marketing 

Sending email campaigns to a targeted list of subscribers is another way to get valuable eyes on your landing page.  

Building a list of subscribers is important. But equally important is segmenting your list so that your emails are reaching the right people at the right time. By segmenting your subscribers, you can send certain emails only to those you think will be interested in that specific content. 

While your segmented email list could have thousands of subscribers, it’s important to keep in mind that you should be writing email content as if you were only sending it to one person. People respond better to emails that are catered to them and their needs. Here are some ways to make your leads feel special besides using their first name in the subject line or greeting: 

    • Sending content that is relevant to their buyer’s lifecycle stage 

    • End your emails with a signature from a person within your company and not the company itself 

    • Use a relevant call-to-action that the reader will find useful 

    • Send emails that are in line with the last point of communication with your lead 

For example, let’s say you’re launching a new product line of ingredients. Your target customers are manufacturers of prepared foods with global flavors. These manufacturers should be segmented into a specific list. You’ve created a landing page highlighting the product line that includes a strong call to action to request a sample. Along with running targeted ads on LinkedIn, you should create a series of 3-4 emails to send to your segmented list that includes the link to your landing page. A general outline of your emails could be: 

  1. An email announcing a new product line is coming soon
  2. The product line and landing page have launched, sharing more details in the email
  3. Follow up by inviting the subscriber to request a sample of your new product
  4. Checking in to see if subscriber has any questions or feedback

Space out your emails so that you aren’t bombarding your subscriber with too many emails in a row but timely enough to keep the topic on their radar. 

Fitting the pieces together 

The trick to running multichannel campaigns is to not oversaturate your prospect. Instead of bombarding your prospect with information, approach multichannel campaigns as an opportunity for increasing touch points with your prospective buyers. Using multiple channels allows your prospects to interact and communicate with you on whichever platform they are most comfortable with.  

We have a dangerous amount of experience in putting together marketing plans and strategic campaigns for food ingredient brands. Get a taste of our work and connect with us to see what we can do for you! 

Key Takeaways:  

  1. Don’t take a siloed approach to marketing touch points.
  2. Create multiple opportunities for prospects to interact with your brand. 
  3. Track, analyze and adjust campaigns according to audience data. 

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