According to a study by McKinsey & Company, three quarters of all B2B buyers and sellers prefer to shop online. It pays to invest in online marketing to be where potential customers are looking for information or even want to buy. But in which measures? Which platforms and advertising activities suit your company, your target groups?
Customers, markets and conditions are constantly changing - especially in the digital world. You can keep up if you meet your target customers' current needs and market developments with the right digital strategy.
Classic marketing concepts (e.g., advertising, whether traditional or online) and traditional sales processes follow a strategy called push or outbound marketing. The advertising message is delivered without knowing whether the potential customer is currently interested. Traditionally, marketing departments communicate "one-to-many" and sales departments "one-to-one".
More modern approaches, on the other hand, rely on a pull or inbound strategy. This involves generating reach and relevance for one's products or services through competent digital presences and creating products or services through competent digital sights and high-quality content.
These strategies can also be refined according to focus and target group: A leadership strategy establishes one's own company as the opinion leader in its industry and the "one-to-many" with broad, brand-building content. Account-Based Marketing (ABM) is different. With this strategy, one concentrates all sales and marketing resources on a personalized, targeted customer approach in a specific target group.
Depending on the business model, marketing goals, measures, and prioritization vary for all companies. Is a push strategy (creating purchase incentives through advertisements) or a pull strategy (being findable and convincing searchers through a competent internet presence) more sensible for you?
Before you start marketing, you should also define your target group and create personas - profiles of fictitious customers. In addition to demographic data and challenges, also summarise the online behavior of your users, and orientate yourself on customers who have already been successfully converted. Which channels do you use for communication? Through which content elements have they converted? Once the persona has been created, an exemplary customer journey of the persona is recorded. In which phase of the marketing funnel (awareness, consideration, decision) does the lead need which content to convert?
At WPWA Digital, we work with you to crystallise the essential key points for your company and how these can be addressed. We work out your strategy and how it fits into the company's overall strategy. We advise you on the implementation of the digital strategy and, if necessary, create success-optimized content so that you can use advertising consciously and profit from it in the long term.
Digital marketing is efficient if you find and use the proper channels. Otherwise, you will generate impressions in the wrong places without actually reaching potential prospects. When the right touchpoints are found, the wastage is minimized by itself. You will achieve more qualitative leads in the short term through specific targeting and take essential steps towards your marketing goals in the long term.
„Every organization will have to transform its marketing activities. The necessary dovetailing with sales and service will be a more daunting challenge than the first internet revolution was. The first step of digital transformation is to change our mindset.“
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