Performance Marketing or Organic Growth?

I’ll come clean from the off. It’s probably a mixture of both, so let’s discuss the pros and cons.

The last five years has been a boom time for performance marketeers and social media agency specialists. However businesses have quickly come to realise that if you’re in a B2B marketplace then Kim Kardashian’s marketing route isn’t going to work for you.

Even in the B2B social media arena it’s an incredibly crowded place. On any social media platform from FaceBook to LinkedIn most people only see a small fraction of their feed.

Growing your brand with paid/promoted content

 An incredible amount of data about your customers can be gained using an experienced data scientist.

Data research will provide information about what customers are saying about your brand, your marketplace and your competitors.

It doesn’t take a huge effort to strike the right messaging in a paid add to address the benefits of using your product over others. There’s a downside. Everyone else is already doing this!

We have already established people don’t see much of their feed anyway and the final kicker is…conversion rates are incredibly low. However, on the plus side, in terms of brand coverage and just getting your name in people’s faces to quite a specific audience it shouldn’t be ignored.

Keep an eye on engagement. Setup monitoring. Use offers with codes to track engagement with specific landing pages.

Organic Content Growth

Growing an engaged network is a difficult sell for most agencies because it requires a client to be patient.

A paid social media campaign will throw up impressions in the tens of thousands with very little money. There will probably be little engagement but the big figures are what clients like to see.

Organic growth requires clients to get their heads around producing useful content their customers will get genuine benefit from.

Organic growth requires a content strategy across 12 months as you slowly grow your network from the 10s to the 100s to the thousands. Be in no doubt though, these organic customers will be a hundred times more loyal than your paid customers.

Account Based Marketing

Account based marketing takes this approach one step further in B2B marketing. Imagine you pin point 100 key individuals who have the power to sign big contracts with you. Then you really only need worry about content they’ll find useful.

The ABM approach allows you to zone straight in and be personable on a micro level. But then again you’ll probably only need two or three of these Uber customers to make your campaign a success.

If you want to know more about how Vebu can help you create a proven content marketing strategy around brand journalism please get in touch at matt@vebu.co.uk 

We create bespoke campaigns around written content, video production and social media, whether live event reporting or online campaigns.

Matt Gardner is a former television news journalist, video director and founding partner of Vebu having created campaigns for the likes of Microsoft, Dell, Santander and American Express.