Picking the right digital marketing tools can be very confusing, especially for B2B companies that are relegated to wading through the latest B2C tactics to find a method that works for them. So, we’re loving the fact that media companies are better integrating their channels to provide streamlined programs.

Knowing the Right Marketing Approach

Kudos to those publishing companies that have been able to flip their faltering print revenue model to deliver value-driven tools online that help generate quality leads for our clients! Using a publishing company’s channels to kick off a specific initiative is the best use of this type of program. They serve as a feeder program into your overall marketing efforts, a solid step one that helps you generate new leads and build your contact database.

But steps two and beyond are even more critical. Have you set a process in place that will enable you to manage the more long-term interactions with customers and prospects as they weave and thread through the sales process?

Points to Consider When Researching Marketing Tools

This transformed business model from news source to lead-gen tool has definitely created better methods for utilizing the great resources that publishing companies have available, but it’s important to know how to utilize these new tools effectively.

At initial engagement, make sure you:

• Evaluate the recipients

The program means nothing if it is being sent to people who aren’t interested or relevant to what you are offering. Ask how the data can be segmented.

• Know where the data lives

Are you given full access to the list you are using or is this a one-time shot, requiring more costs when you need to reach out again?

• Understand the larger strategy

How will you maintain interest after the initial touchpoint and expand beyond the readership of the publication?

Level Up Your Marketing Strategy

• Maintain brand control

At the end of the day, the program needs to integrate back with the rest of your marketing program. Have you provided enough insights on your strategy and messaging to ensure the program builds on your other activities? Better yet, have you involved your brand ambassador in the development of the content?

• Ensure an authentic voice

You still need content to look and sound like it came from your company. Have you compared the content to similar pieces within your organization for consistent tone, depth and validity? Tone and language usage are also important. Make sure your content aligns with your overall campaign messaging.

• Compare value vs cost

Putting all your marketing eggs in one basket is a gamble. A crucial part of the strategy we build for clients is diversifying tactics to reach different audiences. It’s not wise to use only one source for lead generation, so be sure you evaluate and utilize different publishing companies for various tactics. That way you’ll hit a broader audience.

• Design to align

Magazine layouts are far different than white paper and ebooks, which often include much more dynamic visual elements. This involves different design strategies and skills, so make sure the final piece is one that is polished and professional, not just an asset with a templated, ho-hum look and feel.

Diversify Your Marketing, No Matter What Tools You Use

Be mindful of ‘programs’ sold as one-stop shops from publishing companies, and instead, look at specific value-driven tools and how you can utilize each. For example, which company you chose to run a webinar with could be very different than the one that posts a white paper for you. Look at who the audience is, and what types of content they will respond to as well as using different outlets to reach multiple industry or application segments.

As many marketers have come to realize, using different sources and different ways of reaching and teaching your audience has the most profound effect on your lead generation and ultimately your sales process.