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Marketing Plan for LED Display B2B Company: Any Thoughts?

by Miguel Alejandro Morales
8 replies
Hi there, fellow marketers.

This is my first message on the Warrion Forum and I hope to stick with the rules. What I want to do here is to expose the upcoming marketing plan I want to implement ASAP.

I recently became the in-house marketing coordinator (my first job after a 4-year career as a freelance copywriter and marketer) for a B2B company that sells and installs large LED displays for advertising and events. The company is growing fast thanks to its sales team's efforts all across Spain and near countries like the Netherlands and Belgium.

However, the digital realm has been neglected all these years. After studying the competition, I realized that no one is doing something relevant in terms of digital marketing, so we have a slight advantage.

My initial plan consists of the following:
  • Weekly content delivered through the new website's blog and then distributed on social media (Facebook, LinkedIn, and Twitter)
  • On-page SEO (entry to mid-level in terms of complexity, as I'm not SEO technician)
  • Heavy activity on social media (3 daily posts on Facebook, 2 daily posts on LinkedIn, 4 daily tweets)
  • Production and promotion of a monthly lead magnet to generate an email list (ebooks, technical guides, and infographics)
  • Regular investment in AdWords, Facebook Ads, and LinkedIn Ads (around 700 € every month between the three)
  • Biweekly email campaigns to create brand awareness and engagement, aiming direct contact afterward

Of course, I created a highly detailed document that puts everything in place but these are, more or less, the highlights. I think that my biggest challenges here are generating valuable leads at a decent rate and proving ROI.

Any thoughts will be greatly appreciated and, again, I'm very sorry if my message is in the wrong place.

Thanks!
#b2b #company #display #led #marketing #plan #thoughts
  • Profile picture of the author prateekg
    Hi,
    As you are in B2B space you should reach decesion makers of asvertising and event industry. Email markering is best way to reach B2B clients as they are not available in other channels. So my advise is to purchase email list from list vendors and run email campaign. This way you can generate more leads. Thanks
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    • Profile picture of the author leadmachine2
      Advertising in B2B space is crucial! Without it and modern marketing I am not sure if anyone can count on success.
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  • Profile picture of the author hnrindani
    I think content marketing, affiliate marketing and Business listings would add value. Also, try to get an off-page SEO guy on board so that he/she can spread a word about who are you in digital platforms.
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  • Profile picture of the author Oziboomer
    Originally Posted by Miguel Alejandro Morales View Post

    The company is growing fast thanks to its sales team's efforts all across Spain and near countries like the Netherlands and Belgium.
    What people and companies do the sales team call on?

    I would be basing my plan around supporting their efforts as they have been getting results.

    Work with them and find out where they need support.

    Look more to the influencers within the industries you are targeting.

    If the LED screens are the modular type that are used in stadiums or large venues then I would be targeting the architects and interior designers as it will often be during a refurbishment or initial construction that major decisions will be made.

    Target major signage installers.

    Target advertising companies.

    You may be able to target electrical contractors who service the major clients your are targeting. They will be the ones fixing up any issues with existing equipment and they may refer your product as a solution when an upgrade or replacement is needed.

    You don't need to go crazy with social. If anything more towards LinkedIn but if it were me I would be putting my efforts into building digital assets that back up the sales team.

    That might include high end video production, quality graphics and support materials.

    An online quoting system where someone can enter the size or number of screens etc to generate a quote. Then you can gather the contact information from those submissions and refer them to the sales team.

    The budget for ads seem very low.

    One of the issues you will run into with advertising say using adwords for example is getting the targeting right and cutting through the competition because if there is anything related to LED screens etc you are going to find your ads lost amongst the plethora of ads for televisions and home electrical stuff and those competitors will be seriously outbidding your company.

    Let us know how you go and down the track please share some of your results.

    Best regards,

    Ozi
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    • Profile picture of the author Miguel Alejandro Morales
      Good day, dear Ozi.

      Thank you so much for your answer; it's incredibly on point. Also, you understood precisely my market and its dilemma.

      There is something I want to ask you further:

      I would be putting my efforts into building digital assets that back up the sales team.
      I think that this is brilliant. However, I would like to know how you would do it in my case. I'm planning to establish content pillars with big projects that break down effectively to fill the content needs. Still, this doesn't completely satisfy the need that the sales team may have.

      Investing in high-end video production doesn't seem like a real option right now. Quality visuals and written content are basically the two only alternatives to generate content, at least from my current perspective and known budget.

      The strategy hasn't started yet as I feel doubtful about some aspects of it. Social media began a few days ago but at a slower pace, after I gave it a second thought.

      Thank you in advance.
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      • Profile picture of the author Oziboomer
        Originally Posted by Miguel Alejandro Morales View Post

        Good day, dear Ozi.

        Thank you so much for your answer; it's incredibly on point. Also, you understood precisely my market and its dilemma.

        There is something I want to ask you further:

        I would like to know how you would do it in my case. I'm planning to establish content pillars with big projects that break down effectively to fill the content needs. Still, this doesn't completely satisfy the need that the sales team may have.

        Investing in high-end video production doesn't seem like a real option right now. Quality visuals and written content are basically the two only alternatives to generate content, at least from my current perspective and known budget.
        When I say high end video production that doesn't have to be expensive to produce. It just has to reflect the brand and be well edited and thought out to provide the answers to what the prospects are looking for.

        Most mobile phones have a half decent camera and if you add some good lighting or use the best available natural light you can and couple that with good audio - so invest in a decent microphone.

        Use the filmicpro app on your phone and plug in one of the Rode mics. Better still if you can add a stabiliser or gimbal. You can set something up pretty decent for not very much.

        Then you need to work on the content you will create.

        You can film the technical aspects of the product, The connectivity etc.

        You can film testimonials from past clients.

        You can film locations you've installed the screens.

        You can film the sales team individually talking about the product.

        You can film your offices and the management etc.

        All of the footage can easily be edited up into video content but here's the thing. . .

        Take that video content and get transcriptions made ( I use REV rev.com) and then you have created the material for written content to easily edit up as use for articles.

        The other thing you can do is create great video content using powerpoint.

        You can use combinations of powerpoint and screen capturing software like camtasia or screenflow - couple with the good microphone you bought - and you can produce very good quality content that would deliver results.

        Any slide shows you make you can also share on slideshare ( this is a linkedin property so can help with corporate image. Further below is an example of one I shared for a presentation I did on content marketing.

        The slide share was set up so I could send traffic from a public presentation I was doing at a business forum. At the end of my presentation I suggested people went to slideshare.net/davidshummy to download the slides from my presentation.

        You could do a similar thing where a whole presentation on your screens was made and the link could be shared publicly. When they watch the slideshow you incorporate a link to "get a quote" and that is where you get the opt-in.

        If you notice within the slide show I included a link where people could go to watch a recording of my live presentation. Note how the opt-in was added on the page after the link. You can view it here: https://www.slideshare.net/DavidSchu...s-to-apply-now

        The article I extracted and re-wrote for the presentation might be of interest because it shows the content to create at each stage of the customer funnel. It would give you some ideas on what content to create for each stage of your customer's journey. You can read that content here: Accelerate Your Customer Journey with intent based search optimisation -- Tenxcel

        Hopefully that will give you a few ideas about the way to go about selecting the right content to create and the methods you can use.

        The other thing you can do is use a quality writing service to produce some content for you. Don't go the cheap route on this. My suggestion would be to look at someone like Blogmutt. They produce quality material.

        If you have other questions let me know.

        Best regards,

        Ozi
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  • Profile picture of the author Odiliangosselin
    Now we all are known to the fact that Digital Marketing is very important but we can also not ignore another fact that traditional marketing is still an important part for the Any format of business, be it B2B or B2C. And here everyone has given enough knowledge for Digital Marketing.

    But just want to suggest you that please do not ignore traditional marketing as well.
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  • Profile picture of the author affmarketer101
    When you mentioned to Facebook ads, you should consider facebook chat bot too.
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