B2B DIGITAL MARKETING IS BROKEN
I recently spent the best part of two weeks analysing the digital footprint of 250 B2B organisations in Yorkshire.
The result of that (interesting, but occasionally tedious) research was the 2016 Northern Broken Report, the Yorkshire cousin of an earlier piece of research done on 500 B2B companies in the Thames Valley and Solent regions.
The headline? Much of B2B digital marketing in the UK is broken. Though, perhaps surprisingly, it’s more broken in the South than in the North.
Digital is broken
In the North, 62% companies have fundamental problems with their online presence that will be directly impacting their sales.
Southern companies fared even worse, with 80% of companies failing to have an effective online presence.
What does 'broken' mean?
- not using paid media effectively
- not having a mobile-responsive site
- failing to provide a good user journey for key audiences
- not updating your Google My Business listing
- not using https and ensuring that your business ranks first; especially for a branded search
The good news is that with so few businesses getting it right, many B2B companies have an opportunity to very quickly take advantage of digital marketing to increase sales and get ahead of the competition.
And the other bit of good news is that getting it right doesn’t have to take months or years. While implementing a mobile-responsive https site that answers potential clients’ questions quickly and effectively is critical, it can also take a long time and require significant investment.
Paid search with effective landing pages, strategically deployed paid advertising, an updated Google My Business Listing and a carefully thought out value proposition can boost growth in weeks not months and help businesses leapfrog their competition.
We’ll be conducting the research again in 2017 to see how things have improved, so watch this space! In the meantime have a look at the report for the full details, including our methodology and more detailed analysis.