6 Commonly Made Mistakes To Avoid In B2B Marketing

Mistakes To Avoid In B2B Marketing
Owning a B2B company is exciting, especially as you see its online presence grow. Optimizing your business for social media, your website, and other online media can be nerve-racking. You may wonder if you are optimizing correctly or making some common mistakes in marketing your B2B company. Here are six common B2B marketing mistakes you should avoid.

1. Putting Excessive Attention On Your Company

You know how great your company is. You want to let everyone else know how great your company and its services are. Good job on building an excellent company. However, your customers do not want to hear about you. They want to know how you can help them.

Take a look at your web copy. Go from saying that your widgets are better than any other widgets on the market to say that your widgets can help clients address pain points unique to their business.

2. Using Too Much Jargon

You may be using jargon to show customers you are knowledgeable in your field. You want to establish your business as an authority. But jargon can turn off your audience. Your content and marketing will be more relatable if you are saying what you are saying in a way that informs instead of overwhelms you. This is especially true when discussing service marketing, such as MSP marketing.

You should know your audience well. Create pages that are going to resonate with them. Deliver information in a way that is easy for them to digest.

3. Not Testing Your Campaigns

If you are not testing your B2B marketing campaigns, you are stifling your business's growth. Create a piece of copy and get it out there. The first piece of copy you create is not going to be a masterpiece. If you create different versions of the same ad, you will get insight into what variation will produce the best results.

Testing various ads and pieces of the copy may show you that specific keywords, calls to action, subject lines, or social media posts work better than others. The more you test, the more you know what will perform well.

4. Ignoring Responsive Design

One of the biggest mistakes you will see B2B businesses make on their website is forgetting responsive design. Responsive design is critical because it ensures that your viewers will have access to your content on the device of their choice. Just imagine how frustrating it is for users to see a desktop version of a website on their mobile device. They have to zoom in and out to see the content and access buttons.

It is simple to fix this mistake. Integrate responsive design into your site from the beginning. Most of your customers will view your site on their mobile devices. Include mobile-friendly features, like thumb-friendly buttons and hamburger menus, to improve their experience.

5. Ignoring Calls To Action

Calls to action tell your audience what you want them to do. They guide them through the next step in the buying process. Calls to action should be included in your social media ads, your website, and all your marketing content. If you ignore calls to action, you are losing out on a lot of potential customers. Imagine going to a drive-through, seeing pictures of delicious burgers, fries, and shakes, and then having no direction on how to purchase them. The frustration you would feel in that circumstance is the same frustration your customers will feel if you do not have a clear call to action.

See a call to action as a guide for your audience. Avoid generic calls to action. It is better to opt for descriptive calls to action.

6. Ignoring SEO

Search engine optimization is one of the most important strategies for growing your B2B business. Without SEO, your business is invisible. If you fail to make search engine optimization an intricate part of your marketing campaign, you may get little or no website traffic. More than 90 percent of online experiences begin at the search engine. That means that search engine ranking is critical for your business's growth and success.

Optimize your website for search engines from the beginning. Identify and incorporate relative keywords. Include meta descriptions and title tags.


B2B marketing is competitive. Mistakes can be costly. However, optimizing marketing campaigns can lead to positive results.
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