An enterprise marketing campaign is a bold amalgamation of strategies that allow businesses to rise above the constraints of a limited customer base and aim for sharper exponential growth.
IT managers, product developers, and sales and marketing teams share their resources to implement policies that target a broader audience. In the enterprise marketing strategy, the focus shifts to multi-media marketing and increasing brand awareness among potential customers. You place emphasis on the creative diversification of products and services.
A robust enterprise marketing strategy goes a long way in building a loyal customer base, driving sales, increasing revenue, and achieving business goals.
At the same time, large businesses can’t ignore the more significant challenge of sustaining brand visibility. Such a goal is achievable by optimizing critical factors such as SEO, content marketing, and audience targeting to move higher up the Search Engine Results Pages (SERPs).
Read on to understand how your enterprise can benefit from these strategic moves that have helped large enterprises achieve unparalleled visibility and stay on top of their game
Buffeted by winds and rocked by waves, your ship can’t afford to lose sight of its destination. Steer your enterprise in the right direction with these trendsetting strategies:
Your tactics may undergo a change in sync with changes in your industry, but treat the strategic blueprint as your survival manual in a stormy and competitive ecosystem. Without customers, you’d be facing an existential crisis, so you prioritize the goal of nurturing and growing a loyal customer base.
Revenue accretion is yet another goal, and you’ll be richly rewarded when you leap from local SEO to international SEO. It becomes the all-consuming ambition to forge a global footprint for your enterprise.
You won’t succeed in achieving goals unless you quantify your targets. Using data analytics, you’ll be monitoring the quality of your leads, the number of social media followers you’re converting, and the volume of ecommerce sales you’re booking.
Every inch of progress that you register, every failure you face has to be probed so that you’re better prepared when you’re asked to stand up and be counted.
Investigating, defining, and analyzing your target audience should be your all-consuming priority. Your goal is to know the people who are receptive to your pitch. This is the audience that is desperate to see the value addition you can make in their lives by offering the solutions they demand.
You don’t want searchers that visit you only to pogo-stick to fresh pastures. Your goal is to attract the ideal consumer who needs the product but has to be convinced that your’s is the best solution in cyberspace.
Use data analytics to gain a deeper understanding of this ideal consumer and create a profile of the consumer’s needs and motivations. Then modify your offer by customizing the product or service to fulfill specific requirements. This way, you can launch customized campaigns fulfilling the needs of demographically different audiences segmented by age, gender, location, and browsing habits.
You’re probably dazzled by the awesomeness of your brand imaging, and you’ve lined up a three-dimensional media extravaganza that projects brand domination. But this may not cut ice with consumers.
Stop promoting your brand ad and start talking about the consumer's pain points and all the beautiful solutions you have lined up for them. The audience won’t come calling unless they experience and validate solutions addressing their specific pain points.
If you’re selling a car, “Set the tarmac on fire with the style statement of the decade” might set aspirational hearts aflutter, but “More technology, more power, more mileage for every drop” directly appeals to the buyer’s sense of economy, environmental consciousness, and savings mentality. The former oozes brand imaging, the latter delivers value for money.
Businesses, particularly large enterprises, survive primarily through brand or product awareness campaigns launched at different stages of the sales funnel through which leads are continually pouring in.
You may consider team management, public relations, vendor negotiations, and customer psychology research as essential components of enterprise marketing campaigns. But, these strategies, vital as they are, won’t engage customers as effectively as Search Engine Optimization.
There’ll be tens of millions of search results appearing for keywords. Brands will be investing a lot of time and energy, moving up the search results to increase visibility. Here are five critical SEO techniques that help you cash in on user-friendliness to improve your SERP rankings:
1. Improving the website’s technical SEO: Improve the quality of your content and copy. Every topic, fresh articles, and blog should be intent-fulfilling and solution-oriented. Redesign your web pages to reduce clutter and ease navigation. Restructure your coding to enable search engines to explore, crawl, and index your pages faster.
Your pages will load faster no matter which platform or device is used by consumers to access you. Your consumer-friendly approach will improve visibility and SERP rankings instantaneously.
2. Maximizing keyword effectiveness: Keywords help Google bots decide how relevant you are to consumer searches. If, for example, you’re promoting Customer Relations Software, you’ll encounter fierce competition by using the keyword “CRM software.” Instead, try a long-tailed keyword like “CRM software for small businesses.”This narrows the focus to the searches emanating from your core customer base.
Now, place these keywords strategically in title tags, h2, h3 tags, in the permalink (page URL), the titles in your blog posts, in subheadings, and the all-important image alt-tags.
3. Improving your back-links, peer reviews, and citations: Your reputation, credibility, and relevance become important yardsticks to assess your overall ranking in search results. Improve the quality of back-links and remove all bad and defective links.
Showcase peer reviews, interviews of experts, and video testimonials of influencers. Encourage authoritative sites to refer consumers to you. Here’s an excellent overview of a targeted and result-oriented link-building campaign.
4. Energizing your content marketing strategy: Inability to produce engaging content, the lack of consensus in deciding good content, and failure to provide enough content or variation in high-quality content are significant challenges facing large enterprises.
The ideal solution is to engage experts or use the best content marketing tools. That way, you get to brainstorm fresh ideas, keep abreast of trending developments, and use relatable terminology (the language consumers use). Promote content that resonates with the audience and delivers value while fulfilling the searcher’s intent.
5. Leveraging Google Analytics (GA) to improve SEO: What you observe in Google search results pages are responses to organic queries that are most relevant to the searcher’s intent. If you wish to target specific audiences, and drive their search traffic to your site, use organic search-friendly keywords.
There are four methods of using Google Analytics for increasing conversion-boosting search traffic:
The age, the location, and the browsing profile of your ideal consumer should interest you because knowing your audience intimately helps you customize content to respond appropriately to search queries.
For example, if you’re a SaaS service, you can target offers to entice the consumers that drive the highest conversions and ROI, to the exclusion of all other groups. With Google Analytics, you have a simple interface that shows you how to track demographics and browsing behavior, so you can respond effectively.
An AMP is your passport to higher visibility and faster click-through rates. With Google Analytics, you have a surefire way of tracking user interactions on your AMP pages. You’ll know which marketing strategy is delivering results, which plan needs tweaking.
Forge a connection between Google Analytics account and Google Search Console so that you can export high-value keywords to a spreadsheet for detailed research. With this technique, you have a tool to mold campaigns around result-oriented keywords, while you discard keywords that attract lower conversions.
Strong back-links are URLs that high authority websites use on their sites to point their visitors to your site for high-quality content or attractive products.
The high-quality back-link is a top search engine ranking factor that can boost your ranking in search results. Google Analytics helps you zero in on your best web referrals, showing you unambiguously what’s working for you and what isn’t.
Companies playing the enterprise marketing game can elevate their efforts to the next level and grow exponentially using the power and potential of SEO. With effective SEO, you can propel growth by targeting a larger audience on a grander scale.
Once you optimize your pages to mirror the parameters analyzed by search engine algorithms, you are no longer constrained by the limitations of your marketing team.
Your marketing strategy assumes a more dynamic avatar which effectively uses multi-channel marketing to create better brand awareness and exploit your brand diversity to the hilt.