One of the most challenging and overwhelming parts of marketing is figuring out exactly what to do and where to allocate your budget. You certainly can’t be everywhere and do everything, so you need to choose wisely. It comes down to so many factors, including your goals, your competencies, your budget, your competitive environment, and your internal resources. Marketing is a highly customized endeavour. One size does not fit all.
With that said, there are certain realities or givens that hold true generally across the board in marketing and for the different channels. A general understanding of things like costs, benefits, challenges etc. is invaluable for evaluating and eventually selecting the right channels for your business. So in this post, I’ve put together some of my notes on different marketing tactics that make the most sense for hosting or B2B technology companies, looking at the pros and cons for each, and including a suggested monthly budget.
Included tactics: PPC ads & the display network
Suggested monthly budget: Minimum spend of between $8K to $12K for Google PLUS a minimum of approximately $2K for management
Implementation: Can be done via Google or 3rd parties
Suggested monthly budget: Min $500 – will be limited by site traffic
Included tactics: Banners, sponsored listings, directories, forum stickies, advertorials, podcasts, display ads, email and newsletter campaigns etc.
Suggested monthly budget: Min suggested budget of $3K and up
Organic Social Media
Included tactics: Most popular channels for the B2B technology industry include Twitter, Facebook, Google+ and LinkedIn.
Suggested monthly budget: $500 to $2500 for management PLUS resources to create content
Paid Social Media
Included tactics: Ads on social media channels such as Twitter, Facebook and LinkedIn.
Suggested monthly budget: Variable
Included tactics: Onsite content and structure optimization, blogging on your site as well as guest posting on other sites, external link building, press releases, sourcing opportunities for interviews, obtaining external reviews, leveraging social media for the purposes of sharing content to gain external links back to your site etc.
Suggested monthly budget: Min of $2500/month PLUS resources to create content
Included tactics: press releases, blogging (own and guest), whitepapers, case studies, articles, interviews, webinars, hangouts, additional content on your site, newsletters, knowledge base development or enhancement etc.
Suggested monthly budget: Min of $500/month
Participating in local and industry specific groups/events
Included tactics: Sponsorships, trade shows booths, tables, speaking engagements etc.
Suggested monthly budget: Min $500 and up
With this understanding of these different marketing channels, the returns you can expect and some of the challenges you may face, you should now be in a better position to decide on a direction for your organization.
Does your team need support with developing creative assets or writing content? Could you use a hand with managing advertising campaigns or executing SEO strategies? Are you looking for the expertise to guide your strategic direction? We’re here to help! Contact us today to find out more about how we can bolster your marketing efforts.
Photo Credit: ©Johanna Goodyear Dreamstime Stock Photos
Posted June 8, 2016
Categories: Blog, Advertising and Marketing General
Tags: b2b digital marketing, internet marketing solutions, One of the most challenging parts of marketing is figuring out where to be and what to do. We share our insights with pros and cons for different tactics.