Written by: Beth Smedinghoff
Just like you, the Torchlite marketing team is currently building out our 2017 strategic plan.
And just like you, we want to make smart, tactical decisions about how we execute our 2017 plan without slaving over raw data for the rest of the year.
And just like you, we want to make smart, tactical decisions about how we execute our 2017 plan without slaving over raw data for the rest of the year.
To save ourselves some time (and a giant headache), we turned to our peers to see where they’re placing their bets in 2017. Below are the biggest takeaways we incorporated in our annual marketing program plan. We hope you also find these stats helpful and that they save you from a giant headache, too.
(Pst, if you haven’t mapped out your what and why for 2017, we recommend starting here first .)
STRATEGY
AUDIENCE INSIGHT
Keeping a pulse on your target audience is key to crafting a marketing plan that moves the needle. With so many techniques available, how should you tap into your audience’s wants and needs? Content Marketing Institute found that top performing B2B marketers rely on website analysis and keyword research, so we’d say that’s a pretty good place to start.
LEAD GENERATION
Don’t count out event marketing in 2017. According to this survey conducted by Crowd Research Partners, events, trade shows, and conferences have re-emerged as the most effective lead generation tactic for B2B marketers. As you plan, consider how you can leverage events to drive demand in 2017.
CAPITALIZING ON VIDEO
Video isn’t just for B2C. According to this infographic from Hubspot, 73% of B2B organizations see a positive ROI on their video marketing efforts. Additionally, Syndacast reports that in 2017, 74% of all internet traffic in 2017 will be video. Consider how you can incorporate more video into your 2017 plan.
PRODUCTION
If lead generation is the what behind your digital marketing, then you probably want to focus marketing production around assets that will drive the most leads. (Just a wild guess.) Here are today’s the top lead producers according to LinkedIn’s B2B Technology Marketing Community:
CONTENT CREATION
The list of content you could create in 2017 is miles long. But with limited resources and a lot on your team’s plate, what content should you focus on? According to Content Marketing Institute , your peers are placing their bets on blogging as a critical component to their 2017 success.
BLOGGING FOR SOCIAL SHARES
If everyone is placing a premium on blogging in 2017, how do you stand out from the crowd? According to the 2017 Blogging Report from TrackMaven, longer blog posts are outperforming the competition when it comes to generating social shares. Looks like 1200-1400 words is the new sweet spot!
PROMOTION
CUTTING THROUGH THE CLUTTER
More content is being created (and promoted) than ever before. Especially on Wednesdays. TrackMaven recommends avoiding the ever-popular hump day and pushing content out on Sundays instead when competition is lowest.
DETERMINING AN AD STRATEGY
According to eMarketer , 86.6 million people are expected to use an ad blocker in 2017. With nearly a third of internet users potentially avoiding your carefully crafted digital ads in the coming year, it might be a good time to revise your existing paid advertising strategy.
MAKING MOBILE TOP-OF-MIND
Marketing Land released a study earlier this year, highlight the continued growth of mobile usage. With mobile dominating digital media time, consider promoting your marketing efforts in 2017 with a mobile-first mindset.