In simple terms, it's a process of digital marketing activities working for you 24/7 when your customers are searching for (or in need of) your services. Does it sound complicated and expensive? No, it just requires a bit of knowledge, creativity, and care, but it's worth it!
Did you know that 72% of B2B-decision-makers conduct business-related research in the evenings? And 51% do it on the weekends?
Here, we've gathered our five strongest arguments for why those working in B2B should embrace always-on marketing!
You create increased brand awareness and reach your future customers when they're ready to buy.
Does the sales process sometimes feel like a never-ending marathon without any scent of the finish line? We know that B2B products can be complex, and sales cycles can vary from a few days to several years. During this period, potential customers may come into contact with your company at various touchpoints before making a purchase decision. In longer sales cycles, it's crucial to maintain continuous visibility throughout the customer journey at as many relevant touchpoints as possible.
Did you know that it takes an average of 6-8 exposures to your offer to generate a lead in B2B?
By ensuring that your brand is visible and consistently communicating precise, relevant, and valuable content at each stage of the customer journey, you create brand awareness and build trust. When the customer is ready to make a purchase decision, your brand will likely be top-of-mind, and your company will probably be the one the customer reaches out to. With a more short-term, campaign-based approach, you would risk missing several of these customers because you communicated only during a shorter period of the sales cycle.
Aren't your web forms generating as many leads as you'd like? Do your homework and communicate in the earlier stages of the customer journey, and it will likely improve. It's common to start at the wrong end and throw a form in the face of potential customers, hoping to catch someone interested and then leave it at that. It doesn't have to be entirely fruitless, but it might be a good idea to reflect on where in the customer journey the customer is at the visit. Even if you have a well-functioning website or landing page, the customer may feel that they don't have enough knowledge about your company and its strengths or even why they need the product in question to share their contact information.
By communicating value-creating content tailored to the stage of the customer in the buying process at that moment, you maintain interest throughout the entire buying journey and create more qualitative leads. In the early stages of the customer journey, informative content may be more valuable, while product benefits and clear calls to action are more effective the closer the customer is to a purchase decision.
Why not try a sequence of engaging ads before leading to the landing page or targeted form ads for those who have already visited your website (known as retargeting)? Simply put, put yourself in the customer's situation and assist with valuable and problem-solving content at the right time, and the customer will contact you automatically!
Always-on marketing (AOM) should not always completely replace all the marketing activities you undertake; on the contrary! Combining digital communication with traditional sales and marketing activities (such as trade shows, events, and personal selling) can rather create synergies and benefit each other. With a lead nurturing system of digital communication, you provide your sales team with better opportunities to generate new business with the leads collected. No more dull cold calls! Furthermore, the increased brand awareness can be invaluable when the customer visits your booth at the trade show a few months later. No icebreakers needed!
A major advantage of AOM is that it generates a more predictable and steady flow of leads and sales instead of the peaks and valleys that often occur with more traditional campaign-based marketing. A smoother sales flow makes it easier to plan staffing and sales resources and can contribute to a more stable and long-term growth for your business.
In this way, you also have the opportunity to gain improved and more comprehensive insights into your customers' behaviors and preferences.
Stop spending your marketing budget on expensive and hard-to-measure campaigns. With an AOM strategy, you get more bang for the buck. This strategy will reduce your costs by:
Finally, ,you need to know one thing: an always-on marketing strategy is never finished. That's the point! It requires constant adjustments and optimizations to work optimally. But that's also what makes it effective and functional for building your long-term growth. It's only by daring to try different tactics and being meticulous about measuring the results that you learn what works and what needs improvement. Be open to experimenting and trying new things, and don't be afraid to make mistakes. The most important thing is that you continuously evaluate your strategy and adapt it based on the results.
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