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B2B Marketing - 3 Marketing Paths And 2 Are Dangerous

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Published: 04Mar2012
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I've seen it all too many times. B2B business owners struggle with their revenue and cash flow because they've not done any marketing.

But I've also seen the other end of the spectrum. A business owner realizes the problem with not having marketing activity in place, makes the commitment to move forward with a marketing calendar and then crams that calendar with so much activity that it's doomed to failure from the start.

Dangerous path #1 - do nothing.

Dangerous path #2 - attempt too much, fail, and return to dangerous path #1.

Here are some examples of the common milestones on dangerous path #2:

* The email is executed but the phone follow up never happens.
* The website is overhauled but the recorded webcasts planned for the website never get recorded and posted.
* A press release is written, distributed and then the second press release never gets identified and what was supposed to be a 6 - 9 release effort dies after one release.

Typically the reason for the collapse is that the business owner becomes overwhelmed - too much is coming at him, and with the other demands of the business, marketing falls further and further down the list of priority To Dos.

B2B Marketing Path 3 - Goals, Measurement, Mastery

Path #3 takes the walk before you run approach. Set a reasonable goal with a single focus. The goal should be something you believe it, you know that by achieving this goal, you will be contributing to the future success of the business.

Let's say that your first goal is to commit to weekly blog posts to increase your online presence, attract the right visitors to your website, and provide online visitors with content that allows them to better understand you, your products and your services. You decide that each month you will post a longer, thought leadership-type article and three shorter posts focused on products or services or events.

If you get to the end of the month and you've done less than your goal. Ask yourself why. Busy is not an acceptable answer. Now, ask yourself what you could have done that would have allowed you to accomplish your goal. If you need to get up an hour earlier three mornings a week - do that. If you need to outsource the writing - do that. If you need to dictate your thoughts to someone who will then write your article - do that.

But do not entertain thoughts like I had better things to do this month. Remember, when you set the goal - it was something you believed in, something that will contribute to the success of the business.

3 Cheers!

If you reached your goal - congratulations! You are accountable. You have taken a step in the right direction. You've done what most people aren't willing to do. Pat yourself on the back and reward yourself with something special.

Begin month 2 with the same goal. Is it getting easier or more difficult? Continue to be accountable to accomplishing your goal. You did it before; you can do it again! If at the end of month 2, you are feeling like you're getting the hang of this, and you're actually getting excited about future articles that you want to write, it may be a good time to add a second element to the monthly routine.

Master One, Add One

Now that you are in the habit of blogging and the practice is easier for you, add something new to your marketing mix. It might be developing your proficiency on Twitter, building your following, and using your tweets as a means of driving traffic back to your blog.

After a couple of months of managing your Twitter account, and four months of blogging - you might be ready to add recording videos to your website.

Brick by Brick You Are Building A Strong Marketing Calendar

I like this approach because it allows B2B business owners a chance to build their portfolio one tactic at a time and with a lot less frustration. Good marketing is habitual - not a one-time event.

Make a list of the types of marketing activities you'd like to execute. Prioritize them. Schedule them. Be accountable to your goals. Master one approach, or at least achieve a level of comfort, before moving on to the next activity on your list. Soon you'll begin to see results and that will serve to boost your enthusiasm and eagerness to move onto the next goal.

Dawn Westerberg invites business owners to "fall in love with your business again" through sound marketing strategies that bring results and profits. An Authorized Duct Tape Marketing Consultant Dawn Westerberg serves clients throughout the United States and Canada.

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