When the economy moves toward a potential decline, it’s more important than ever to make the most of your budget, especially if it’s shrinking. How are you going to keep your sales pipeline strong and help to support sales?
When it comes to business, your bottom line is always going to be your return on investment (ROI). And now, with the recession on the horizon, marketers need to think fast and spend smart. As a follow up to How your agency can help you hit your goals during a recession, we’re going to dive into how your agency can help support your marketing strategy while you tighten your budget.
Lean into ABM
Targeted account-based marketing (ABM) campaigns will almost always be the most successful because they bring together sales and marketing. This digital marketing approach generally starts with a lead list of goal accounts that sales would like to reach and is supported by strategic marketers.
Make data-driven decisions
As you work to support sales, make sure that you take the time do your due diligence with thorough research. One place to start is by performing keyword analysis to better understand what your prospects are looking for.
In addition to SEMRush, you can also use effective tools such as ZoomInfo to provide great intel on what your ideal client profile (ICP) or target audience is searching for and how it relates to your services and offerings.
Proper targeting and the right content will engage your prospects in a highly impactful way.
Create the right content
Once you know what your customers are seeking, it’s time for you to create focused content that is in line with their needs. Also, don’t forget to make sure your content aligns with the customer journey and features strong call-to-actions (CTAs) to drive users to convert easily.
Establishing a targeted content plan and ABM strategy takes time and research. Let your experts do the time-consuming work it takes to craft a spot-on approach. Then execute, monitor, and optimize.
In a fiscal downturn, you get fewer “at bats”, so knocking one out of the park is even more critical.
Your digital marketing is a hardworking employee
Yup, we said it. Think of your digital marketing efforts as a member of your team. Digital marketing is crucial to help drive the success of your business. Channels such as your website, which is “always on” 24/7, should be continually optimized to bring in leads.
Some ways to optimize for conversions include user testing with multi-variant (A/B) tests and on-page analysis using tools like HotJar, which provides heat mapping of your website.
Regardless of which type of testing is right for you, conversion-rate-optimization (CRO) should be a key focus for your digital marketing strategy. If you’re being measured on sales qualified leads (SQLs), you need to take a hard look at your top-performing pages on your site and make sure they are optimized to convert users.
This is especially true of your landing pages. If you're putting your efforts into SEO or paid media, make sure you are driving your prospects to an optimized landing page.
Even if you are running excellent paid media campaigns and winning at SEO, a prospect who ends up on a page that doesn’t meet their expectations will likely cut and run.
There’s no time like the present to consider the alignment of your marketing strategies. Are your SEO and pay-per-click (PPC) efforts working together or are they cannibalizing each other? Combining the two in an informed way will deliver the best results.
Our team has noticed that marketing departments don’t often share information with each other and that’s a major detractor from success. There are a great many benefits to SEO and PPC teams collaborating. But how do you bridge the gap and get these channels working cohesively? Check out our blog post to learn more about why your SEO & PPC teams need to work together.
Help people find your website
If people can't find your website, they can't become customers. You should always be thinking about how to drive traffic to your site. You can do that with SEO, through paid media, and by focusing on CRO projects. While these tactics can be worked on individually, they work best in tandem as a part of a holistic strategy.
Choices like the ones we have outlined won’t necessarily be cheaper upfront, but will provide you with more leads and a stronger ROI. The best way to make your limited budget stretch is to optimize the spend.
Interested in learning more about digital marketing, or have a project in mind that you need support with? Let’s talk!
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