In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.
A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned.
Startup Stage: Building the Foundation
Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market.
Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability.
Scaleup Stage: Accelerating Conversion
Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs.
Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum.
Mature Stage: Expanding Horizons
Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification.
Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success.
Majority Offline Brands: Embracing Digital Channels
Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results.
Optimal Funnel Strategy
A key takeaway from the analysis is that most brands are under-invested in the higher funnel. The best-optimized brands allocate 18%+ in Meta’s higher funnel and 22%+ in TikTok’s higher funnel, highlighting the importance of strategic investment across various funnel stages.
Conclusion
Understanding and implementing these strategies can significantly enhance your brand’s growth trajectory. Whether you’re at the startup stage or navigating the complexities of a mature business, these insights provide a roadmap for effective scaling.
For a comprehensive guide and more detailed case studies, download the full report here.
The post Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers appeared first on Search Engine Watch.
Frequently Asked Questions
Why is it so important to define your brand?
Your company can simply call it a brand. A brand promises specific qualities and benefits that make your company stand apart from other companies. Your brand is what sets you apart from other companies in the industry.
A brand can give you authority and credibility. Prospective customers immediately recognize your company's logo and trust it to stand behind their products and services. You have their trust because they respect you.
Your company's culture is also part of your brand. Your employees will feel passionate about your brand if they are passionate about your product or services.
Your brand is much more than words and pictures. It's a promise that your company lives up to. It is a promise that you will provide value for your customers.
You should take into consideration several aspects when creating your brand. You want your name to clearly describe what your company does. For example, if you run a bakery, you'd probably pick something like Sweet Dreams Bakery. But if you're running a software company, you'd probably go with something like DreamSpark Software.
Next, decide how you want your brand to be represented. Will you use a recognizable symbol? Are you going to use corporate colors? Will you use logos
Finally, you'll want to consider how your target audience perceives your brand. Are you friendly and helpful? Are you trustworthy and professional? Are you able to communicate your knowledge and experience?
These are the questions you must answer before you can build your brand.
What kind of eCommerce Marketing Strategy Should I Follow?
There are three types of eCommerce marketing.
- Direct marketing
- Search Engine Optimization (SEO).
- Social Media Marketing
Direct marketing is sending emails directly to buyers. These emails could contain discounts, coupons, and other special offers. This marketing strategy aims to build customer loyalty.
Search engine optimization involves improving the ranking of your site in search engines like Google and Yahoo. More people will find your site if it appears near the top when they search for keywords that are related to your product or services.
Social media marketing uses websites such as Twitter, Facebook, Pinterest, Instagram, YouTube, etc. To connect with your audience. It is free, simple to set up and highly effective.
Each method has its own pros and cons. SEO is time-consuming and requires effort while direct advertising is easy to do. But if you concentrate on just one type of marketing, you will not reap the full benefits from eCommerce marketing. Therefore, we recommend combining different types of marketing.
For instance, you could send emails promoting your products and rank highly in search engine results. Another option is to advertise on social networks and then link directly to your site via those pages.
There are many marketing options for your eCommerce store. Make sure you choose the right work for your business and stick with them. Good luck!
What are some examples for direct marketing?
Direct Marketing Examples include postcards, brochures, flyers, e-mails, etc.
Direct marketing helps you reach people at home or on the go. It's the best way of communicating with customers who have already selected your product/service over another.
You must know what kind of message would appeal most to your target market.
You need to know what your customer wants, and then deliver it.
Direct marketing can be used for many reasons. Direct marketing can be used to promote your business in many ways. You can send out catalogs to potential customers and advertise in local papers.
You could also create a separate mailing list for your customers. With a solid contacts list, you can add new subscribers easily to your list.
Finally, you can ask your current customers if they'd like to receive promotional materials. Sign up for special offers to receive discounts from some companies.
Statistics
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
External Links
blog.hubspot.com
moz.com
- SEO Learning Center – Moz
- [Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months – Moz
youtube.com
statista.com
How To
20 Innovative Affiliate Marketing Strategies You Should Try in 2022
Affiliate marketing is a great way to make money online. Affiliate marketing is also one of the easiest ways to start because you need to sign up for an affiliate network such as ShareASale or Commission Junction and then place links on a website or blog. If someone makes a purchase through one of the links, you will be paid a commission.
Here are 20 affiliate marketing strategies to try in 2022:
- Create a Content Calendar
- Use Google Adwords
- Start Your Podcast
- Join A Blogging Network
- Get an Email Mailing List
- Earn Cash for Reviews
- Become An Influencer
- Offer Free Trials
- Create a membership site
- Sell Products On Amazon
- Write articles
- Create a YouTube Channel
- Host Events
- Develop A Mobile App
- Promote Your Business Online
- Run Facebook Ads
- Start A Twitter Account
- Get more Instagram followers
- Communicate openly with customers
- Increase your long-term earnings
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By: Fospha Team
Title: Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers
Sourced From: www.searchenginewatch.com/2024/05/29/strategies-for-scaling-brands-in-b2b-marketing/
Published Date: Wed, 29 May 2024 14:27:31 +0000