6 BTB Marketing Moves You Must Make Now For A Killer Second Half Of 2016


Lead NurturingWe’ve officially hit the halfway mark. As we welcome summer, time must also be spent on our marketing strategy. I know, not much fun, but it likely needs some tweaking to make the remainder of 2016 successful. Here are six moves you can make right now to ensure a strong finish to 2016.

  1. Map Your Prospects’ Sales Journey

You know where you want your prospects to end up: buying your product or service. But, how can you get them there if you don’t know where they are coming from? You can’t. That’s why you have to map out their sales journey. You will want to look at things like what do they already know about your company, how do they prefer to learn more about you, what social platforms work best, what messages pull stronger, how many communications does it take to get to the sale? By looking at your data, you can best answer these questions, which will make your marketing so much more effective, enabling you to drive demand.

  1. Develop Impactful Content

Now that you have mapped your prospects’ journey, it’s time to address your content. Think about each stage of their journey and the message that you want to convey to them at that particular point and which platform you want to use to best reach them. It may be an offer, it could be a testimonial, or maybe a white paper would be best. The point is to connect these two elements – where they are in the sales journey and how and what you communicate to them. It’s important to make sure your content is appropriate for the platform you have chosen. For example, a LinkedIn post is far different from Twitter. Use social platforms wisely; they give you great exposure. Don’t create one generic message, blast it out on all platforms and expect it to work. Your content must be designed to work on the selected platform.

  1. Implement A Strategic Editorial Calendar

This is an important step in your marketing plan. I like to work my editorial calendar one month at a time because this allows me to respond to market changes and adapt my approach and message accordingly. When making your editorial calendar, keep in mind your prospects’ sales journey, promotions you plan to run, tradeshows, and anything else relevant to your business vertical. Making your editorial calendar is hard enough, but you must also make sure it is implemented if you want to see results.

  1. Start Writing A Blog

Blogging is the single best driver of SEO to your website, so if you don’t already have one, now is the time. A word of caution, make sure your blog brings value to your readers. It’s not a platform just to talk about how great your product or service is. Show your readers why they should want to do business with you – explain helpful market information, feature interviews with industry experts, share market trends, give them content that has interest and value to them.

  1. Analyze Your Data

Yes, I said it. It’s not enough to capture data, you must actually look at it and interpret what it’s telling you about your prospects and about your efforts to communicate to them. Now is the time to fix what isn’t working. See what you can do to nurture your sluggish prospects, tweak your underperforming subject lines, run some A/B tests. By analyzing your data you’re better able to breathe new life into your marketing efforts and develop content and strategy that hits the mark.

  1. Make A Splash In Q3 

Start planning and working now to develop a piece that will inject some energy into your marketing. Take advantage of year-end reports and use their information to make an e-book, white paper, infographic, or special report. Then, use this momentum to start the new year strong.

By spending some quality time on your marketing now, it will enable you to finish the year strong. But, maybe even more importantly, it gives you a big push for January. A strong finish and a solid start? There’s nothing wrong with that!