Industry News and Insights

It’s easy to read a few marketing articles and understand that content targeting has quickly become dominant as the digital marketing service of choice. However, to truly succeed in generating leads and increasing B2B sales, you need to wield content with accuracy. 

That’s where content targeting comes into play; as you would with any other form of marketing or B2B sales, you need to view your prospects online according to their segment and deliver a message tailored to bringing those specific people to a specific end goal.

Here at Open Path Digital, we could talk about the benefits of B2B marketing strategies, digital marketing services and effective B2B website design until the cows come home. It's what we do, after all.

When you're launching your campaign, it's only natural to have high hopes. At the very least, you want to have some impact instead of nothing to show for your time, resources and money spent. With that in mind, take a look at some common advertising mistakes you need to avoid in your new marketing plan.

Not Thinking Things Through..

A good advertisement will engage the viewer, making them think or laugh, such as the popular "Most Interesting Man in the World" spots from beer brand Dos Equis. These clever ads connected to the main product while amusing the audience, and they were memorable.

On the other end of the spectrum, we have the disastrous ad campaign for Amazon's "Man in the High Castle," a series that explores an alternate reality in which Adolf Hitler won World War II. For the campaign, Amazon outfitted subway cars in New York City with Nazi insignias, which naturally confused and upset riders. It was memorable, but in not a good way.

When it comes to your ads, you've got to consider all the angles. Without any context, the "Man in the High Castle" ads were simply offensive, something that should have been realized before the campaign rolled out. This rule also applies to phrases, words and colors, since these can have different meanings in various places and cultures. It’s important to know who your buyer is before launching any advertising campaign.

Losing the Message

As a marketer, you must be aware that each of the 4Ps has a key role in getting consumers to buy your products. Even after making the right pricing decisions, promoting your product through the right channels and insuring that you have a high-quality product, you must select the correct distribution model. 

In marketing, getting a message across to your audience is not an easy feat. You need to be clear on who your audience is, and the best way to reach them. This means that in everything you do, you ought to consider your audience first. Here are a few tips to help you in customizing your message.

With the right know-how, social media for small business can prove to be a very powerful tool for generating leads and turning passive followers into active participants. If you've been publishing content for a while on various platforms like Twitter, LinkedIn and Facebook, you've probably got a few followers, but you may be wondering how to take things to the next level. With the following tips and a little help from Open Path Digital, the leading B2B Marketing Agency in Central Texas, you can create profiles on social media that really convert.

When you're getting ready to start marketing your business, one of the most important things you need to know is who is most likely to buy your product or tap into your service. Different groups of people respond best to different kinds of marketing - these groups are called market segments. So how do you find the market segment specific to your business?

It may sound simple, but the very first questions businesses need to ask before starting their marketing efforts is who their potential customers are and how they should be engaged. Anyone who has invested any time into this problem quickly learns that the devil is in the detail, and that things get increasingly complicated the more questions you ask—are my customers businesses or individuals? What are the different ways a product can be marketed to these different groups? What is the best way to communicate with this group? Hiring a good digital marketing agency, like Open Path Digital, is the quick road to answering these questions over targeting customers and B2B vs B2C.

 Knowing buyer behavior is the most important element of business success. Without such knowledge, acquiring and maintaining a strong customer base can be quite difficult.

While there are many forms of traditional business marketing, one of the best ways to gain attention and exposure for your brand is to use event marketing. With the help from a digital marketing agency like Open Path Digital, you can use these event marketing strategies that will take your business to the next level. Here are a few tips to help get you started with creating business events: