As the end of the year approaches, the time has come to make your marketing resolutions for 2020.
Choosing your ‘genuine’ resolutions is never easy. With economic uncertainties, new business priorities and not to mention new marketing technologies and tactics, finding your focus for 2020 can feel daunting. So, we’ve compiled 5 key resolutions based on what we’ve heard from a number of our clients recently to help give you a steer.
Introduce account-based marketing
We’ve all been guilty of sending out mass marketing messages to our clients, despite knowing that more personalised and targeted campaigns perform so much better.
ABM has grown significantly in recent years, particularly within professional services, and that growth is set to continue in 2020. A study from SiriusDecisions found that 92% of B2B marketers cite ABM as extremely important to their overall marketing efforts. This highly focused strategy concentrates your marketing resources on a clearly defined set of accounts and personalised campaigns specifically targeted directly at them. So, rather than casting your net wide in the hopes of appealing to as many targets as possible in 2020, an ABM approach will allow you to be laser focused on that high-value prospect from the start of your planned campaigns.
Remember your KPI’s though, and it’s best to implement these from day one. You can find out more about how you can measure your ABM effectiveness in one of our previous blogs.
Do something different on your social networks
Social networks have been around for a while now and it’s easy to think we have a handle on them. In reality, they are always evolving. Linkedin, Twitter, Facebook, Instagram, they are regularly sharing enhancements to their platforms, so as we enter 2020 here’s a couple of things to remember:
Use them for more than brand awareness: In recent years we have definitely seen a shift in approaches to social media marketing from a channel perfect for awareness-building to one that builds relationships and creates opportunities. What can you do differently?
Social ‘stories’: In the last 12 months people have embraced the mixed-media story format that features on platforms such as Instagram, Snapchat and Facebook and with 50% of people on Instagram following at least one business page how can you use this type of technology to your advantage in 2020 with your social media efforts?
Social media platforms are evolving all the time, it’ll be interesting to reflect, this time next year, on 2020’s developments.
Improve ROI (and how you measure it)
Digital asset management specialist Canto reported that a majority of respondents in their end of year survey intended to dedicate new resources to improve their marketing ROI in 2020. How have you measured your ROI in 2019? If you haven’t been measuring your efforts you’re certainly not alone. Recent research found 26% of B2B marketers haven’t been measuring the impact of their content marketing efforts. Why? Because they don’t know how to.
There are numerous ways to improve and measure your ROI, each of which has its pros and cons, but with the year ending, now is the time to get a grip on your ROI and implement a robust approach for 2020 – if you do you’ll soon see improvements in your lead and revenue numbers.
Remember that search is changing
As we head into 2020, remember that ‘search’ is changing. Traditionally, we would open up an internet browser on our computers, head on to Google and type in our search phrase. Today, people have a myriad of options when it comes to finding answers to their queries. People can speak into their phones via a voice assistant or they can ask Alexa. The world of search is changing. Traditional search strategies such as site optimizations and content targeting might need to be revisited in the year ahead as the options continue to grow. Are you keeping abreast of developments in this area?
Introduce Marketing Automation
Marketing automation has become a cornerstone of today’s digital landscape, and considering the impact it has on productivity and efficiency it’s easy to see why.
If you haven’t yet jumped on the automation bandwagon, and a number of professional services firms are still to do so, here’s why 2020 should be the year you seriously consider making the leap. Marketing automation will allow you to optimise your time, maximise your ROI, achieve greater consistency, get valuable insights into customer behaviour and personalise your campaigns at scale.
Firms that are reaping the automation benefits are executing well-crafted, multi-touch campaigns, which are connecting prospective buyers and existing clients with the ideas and information they know know they want.
Good luck with your 2020 resolutions, and remember if you need any help along the way, get in touch with our friendly team.