How to Optimize your B2B Marketing in Phoenix
A good strategy for small to medium-sized businesses is to optimize their business to business (B2B) marketing to drive in as many prospects from their city as possible. All cities have their own unique characteristics, so for this example we will focus on optimizing B2B marketing in Phoenix Arizona. Here are components that will help you optimize your marketing.
Business intelligence. Before a strategy is created and launched, the area the business serves should be analyzed carefully to determine what will bring the best results. Intelligence should include:
- Market Research and Analysis. Discovering the trends and behaviors of your prospective customers.
- Competitive Research and Analysis. Analyzing who the largest and most formidable competitors are.
- Keyword Research & Analysis. Discovering how your target audience finds you through search engines.
Once the data is collected and analyzed, we use it to develop strategies for reaching them. Using our Phoenix data we would discover that the data center colocation industry is very strong here and many companies throughout the western US choose Phoenix for its lack of natural disasters and economical power. Based on that information we can determine who the most probable prospects are and begin to outline the campaign strategy.
Inbound Marketing. Based upon the market and competitive data, and our complimentary inbound marketing audit, we can put together a structure for a solid inbound marketing campaign to kick off a successful B2B marketing campaign in Phoenix. Analyzing the keywords, we find that “phoenix colocation” is a keyword phrase that is highly searched for in Phoenix. Using that information, we would create an inbound marketing campaign utilizing SEO, content marketing, social media and search engine marketing to begin to draw active web searchers to the client’s website. Sirius Decisions research shows that 70% of B2B marketing leads come from inbound marketing so if your products and services are in demand, inbound marketing is a great way to capture prospects interest as they are researching solutions.
Outbound Marketing. Some industries respond better to outbound marketing instead of inbound. For example, if the product or service helps a very small niche and the online search demand isn’t there, an outbound campaign is the best strategy to reach the target audience. Some, outbound B2B marketing tactics can include:
- Outbound LinkedIn outreach
- Outbound calling or appointment setting
- Tradeshow support and lead collection
Branding. A good B2B marketing campaign also promotes the company brand as well as positions the company executives as thought leaders. Through a corporate identity campaign and public relations, the brand image can be established or solidified in the minds of the target audience.
In summary: once you have the basics of your business plan laid out, think about how you could optimize it. Use our scenario of B2B marketing in Phoenix to come up with ideas to make it work with your own situation. Through careful research, analysis, planning, and execution, you can dramatically increase your chances of success in your chosen field. Contact KEO Marketing, a leading B2B marketing agency today to learn how we can help your organization drive results.
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