Some of them made a decisive commitment to it and, before taking the plunge, made sure they were clear about their objectives and actions. However, there are many others whose leap into the world of 2.0 was not as fruitful as they imagined.
Because?
There are many reasons. We are going to list 6 common mistakes that B2B technology companies tend to make in their digital strategy.
Common mistakes that B2B technology cmo email lists companies tend to make in their digital strategy
They have not defined their target audience
For any strategy to work, whether in the offline or digital world, companies must be clear about who they are targeting . This seems like an obvious thing, but many B2B technology companies overlook it.
And when we talk about defining your target audience, or buyer personas, we are not referring to the typical segmentation by age, sex, educational level or purchasing power. That is all well and good, but it is not enough.
If these companies want to attract the attention of their potential B2B clients, they must know aspects such as what type of content they consume, what media they consume it on, whether or not they have made the purchasing decision within the company, or personal aspects that they believe will influence their decision-making.
Its contents are not educational
That is, they use their blog to try to sell their products or services . If a company, whether technological or not, only talks about itself on its blog, it will not stand out from the rest of the advertising impacts that its buyer persona receives.
If your product or service solves a problem , focus your content on educating your potential customer about it, and once they understand it, offer them a solution. You'll be building trust with the customer, who will want to come back to your blog to learn more.
And most importantly, when you are ready to make the purchase decision, who will you think of? Who has generated confidence in you or who tried to sell to you from the first minute?
They have their social networks poorly focused
B2B technology companies that really invest in social media do so with a defined strategy aligned with their overall objectives . And that means defining which social networks their potential customers are on or what their objectives are for using each one.
Social networks are great allies as platforms for disseminating content . The content of your blog, among others, will help you reach your buyer personas and attract them to your website. And in addition to that, they are a very good tool as customer service .
Take advantage of these circumstances to add value, be useful to your potential clients and generate relevance.
Your website is not prepared to capture leads
Let's imagine that you're good at content and social media outreach. The next logical step would be to start receiving visitors to your company's website and try to convert them into business opportunities or leads.
As?
With a conversion-oriented website . Including elements such as calls to action, landing pages and forms that allow you to obtain their data and move forward in the sales process.
Does your company's website have these types of resources? If it doesn't, you're losing sales opportunities, and that translates into money.
