It’s important to leverage different channels—and platforms—appropriately. For instance, having a presence on LinkedIn will help you network with thought leaders in your industry. Knowing your way around Instagram can attract a wider audience, and sending reminder emails can be that extra personalized push that turns a prospect into a customer.
Marketing channels consist of four main categories, and we call this the ROPE model. Understanding how each marketing channel works will help you evaluate the effectiveness of each channel for your brand, prioritize channels for certain goals or campaigns, and maximize your ROI.
The four types of marketing channels are:
Rented: Platforms or channels where you share space with others but do not own or control. Social media is a great example of rented media. Even though you manage your account, another company owns the platform. Use rented media to engage with your audience and encourage them to interact with your brand!
Owned: Company-specific channels where you control the content and platform. Websites and blogs allow you to publish and house all the content your brand could ever need. The best part? You’re 100% in control.
Paid: Advertising you pay for to promote content through various channels. Social media ads or sponsored content can increase your exposure and expand the reach of your digital marketing efforts beyond your usual target audience.
Earned: Publicity gained through promotional
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efforts other than advertising. This one’s all about PR and the media hits you earn through strategic outreach. Think magazines, podcasts, TV, and more. Securing these third-party outlets can add a new level of credibility and recognition to your brand.
To find the right channel for any of your marketing efforts, start by identifying your target audience, keeping up with industry trends, understanding channel capabilities, and evaluating performance. By diversifying your budget across different channels, you can maximize your reach and increase the likelihood of achieving your marketing goals.
Incorporating Technology and Tools in Your Budget
Whether you’re looking for tools to create graphics, edit images, design websites, or manage social media, investing in automation and analytics tools can level up your team’s performance.
Budgeting for a customer relationship management (CRM) system can help keep you organized internally and externally. Use CRMs to enhance customer insights and data analysis, improve sales efficiency and productivity, personalize the marketing and customer experience, increase customer retention and loyalty, automate and scale, and enhance communication and collaboration between teams. CRMs are also a great way to introduce AI and machine learning to your team.
You can also find tools to supplement your marketing
efforts. Whether you’re looking to conduct keyword research, host and create videos, build landing pages, or manage email campaigns, there are several options across a wide range of pricing models. These tools make experimenting with new services or upgrading your current offerings easier. Be sure to build in time to onboard and learn these systems to get the most out of your investments.
Planning for Content Marketing
Content marketing spans a wide range of deliverables you can scale up or down as necessary. Blogs, videos, case studies, infographics, eBooks, webinars, whitepapers, and images are common pieces of content that can generate interest and engage your audience by directly delivering valuable information.
While the initial cost of a piece of content or content
campaign may be low, consistency is key to seeing meaningful results and may require additional investment. Maximize your budget by creating a content calendar to help you plan content in advance. For example, you may need to hire third-party video creators or influencers to help with your latest social media campaign. Try to film as much content as possible in each session and ensure your team can repurpose it across several channels. Strategically repurposing content is crucial for making the most of your budget. And don’t forget to factor in distribution and promotion costs, as well as influencer or special agency fees.
Plan your content marketing strategy by determining your audience, understanding their pain points, and providing solutions to their questions. At the same time, conduct research so you can ensure you’ve chosen the right formats and channels to support your goals. Maintain a consistent posting schedule, use SEO best practices, create shareable social media content, and generate post-purchase content to maintain relationships after the sale. Finally, monitor trends continuously to maintain relevance.
Social listening, data analytics, and customer feedback can help you find exactly what your customers are searching for. Use that insight to build a robust content library that addresses their needs while also increasing your website traffic, growing your brand awareness, generating new leads, and creating customer loyalty.
Digital Advertising in B2B Marketing Budget
Content and organic social media are great ways to reach your audiences, but digital advertising and pays-per-click (PPC) can extend your reach and amplify your hard work. Be sure to allocate budgets to include PPC, social media ads, and display campaigns. Think of PPC Email Digital Library and digital ads as the vehicles transporting audiences to your website and other channels. Without them, your customers wouldn’t know where to look or how to compare you against the competition.
The reality of changing algorithms and
trends is that you have to make investments to keep up with the times. Use digital advertising to target your outreach, create an efficient budget powered by PPC advertising, integrate with other marketing channels, and flexibly scale your efforts according to your budget and results.
While it’s true that conversion rates, engagement rates, and costs per lead are important metrics to measure ROI, more and more people are discovering new brands, products, and services by scrolling social media—and its inherent word-of-mouth referrals—than by browsing.
websites or consumer review sites
So, adding paid efforts to your B2B marketing budget will help you refine your strategies, get your brand in front of your customers, and take on a layered approach to marketing.
Learn how to boost your posts, promote dy leads your page, and increase conversions with our beginner’s guide to paid search and PPC.
