3 Marketing tactics to include in your marketing strategy

Creating good, high-quality marketing campaigns includes creating content that aligns with your marketing goals, target audience's interests, and brand voice - to name a few. And marketing campaigns are effective once you've invested in properly defining your value proposition, messaging, and brand authority.

Here are three marketing tactics you can implement to see results.

1. LinkedIn Account-Based Marketing

LinkedIn Ads are the leading tool for generating new leads in B2B and a great start to any ABM campaign.

On LinkedIn you can target by company, location, and job title, which can help you reach the right people at the right time but you must also build a journey beyond the ads. 

For example, how will you nurture leads, who will nurture them, and when?

To maximize engagement, combine your ABM campaign with an inbound marketing campaign. Meaning, build an infrastructure of additional content and emails to nurture your new leads and keep them engaged; refreshing content to maintain relevance and create new interest.

Here's a four-step plan to build an effective ABM campaign with inbound marketing tactics:

1. Create a LinkedIn Lead Generation campaign focused on your industry with captivating ads.

2. Create or update existing landing pages and content that speak directly to the targeted audience. Customize the messaging and design to grab their attention and create a connection.

3. Set up a workflow that will take the new leads and nurture them with the above content, as well as specialized landing pages (for advanced campaigns, set a nurture for each company or industry with customized content and messaging for each).

4. Monitor the leads and their engagement so you can reach out with the right content at the right time.

2. Partner collaborations

Finding a partner with whom to create a piece of content is highly effective both in terms of engagement and costs.

Partners will have a different perspective and can provide insights that you might not have considered. Plus, the backlinks are valuable from an SEO perspective. The assets you create with your partner can be shared with both of your brand's networks, expanding your exposure and enabling you to reach new audiences.

Simple ways to create these partnerships include offering a guest blog post, inviting a speaker to join you on a webinar, or creating an infographic that showcase the expertise of each company.  

Your partner should have shared values, a strong following, and provide value to your target audience.

3. Customer Ambassadors

You can create amazing campaigns, but nothing compares to a recommendation by a satisfied client.

The inbound wheel is made up of three sections: Attract, Engage, and Delight. A customer ambassador program is not a linear campaign. You must delight your customers at all touchpoints, so when an opportunity arises, they will recommend you to their network.

Moving beyond impeccable service and outstanding results, think of other creative ways to connect with clients and build your relationships. This can be anything from shout-outs on social media, to sending holiday wishes to show you are thinking of them.

Remember there is endless potential for your current customers to bring in new business — don't let that go to waste.

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These strategies are only a few ways to help build a high impact marketing strategy. They must be combined with a full strategic plan aligned across your entire company, from marketing to sales/business development to customer success and beyond.

Additionally, it's important to remember the importance of monitoring old campaigns to gather insights and ensure you're optimizing future campaign for better results.