We’ve officially turned the calendar to 201… er, 2020! First the first time in 10 years, we’ll all be writing a different numeral as that third digit. That’s a new habit that’ll take some getting used to.
As B2B marketers, perhaps we can take advantage of this opportunity to form a few other new habits. Specifically, I’m talking about making adjustments to the way we approach our craft, so to align ourselves with the evolved marketplace of the 2020s.
The New Year is always a fitting time for resolutions and aspirational goal-setting. With this particularly momentous milestone, I’m urging all my B2B marketing peers to think big and commit to some major shifts in mindset for the decade ahead.
These five habits ought to be left in the 2010s along with fidget spinners and the Mannequin Challenge.
5 Habits for B2B Marketers to Leave Behind in the 2010s
#1. The Desktop Mentality
Chances are, you spend your days creating content or managing campaigns on a desktop computer or laptop. As such, it’s all too easy to assume your audience will consume it in the same way. But, chances are, they won’t.
The explosion of mobile usage has been among the most unmistakable sea changes of the past decade. In 2010, the iPhone was still a relatively new product and mobile accounted for 2.9% of all web site traffic. By 2018, that figure was up to 52.2%. Smartphone ownership rose from 35% in 2011 to 81% in 2019. Mobile overtook desktop in 2016 and there’s been no looking back.
Despite this, I still routinely encounter websites, landing pages, and content experiences that look great on desktop and clunky on a smartphone or tablet. Too often, mobile is an afterthought. Instead, it should be our first thought. Bringing a mobile-first mindset into the 2020s will position marketers to be on the same page as the people they’re trying to reach.
What To Do: Scrutinize your most critical existing content assets — visuals, responsiveness, usability — on multiple different types of devices to ensure you’re delivering a quality mobile experience. Also, resolve to test all new content on mobile before desktop in 2020.
#2. Aimless Creation
At the start of the decade, content marketing was in a relatively nascent stage. The primary objective for marketers was simply to produce, as reflected by the first-ever B2B content marketing benchmark report from newly established Content Marketing Institute (CMI) in 2010. In this report, the top-cited challenges were:
Producing engaging content
Producing enough content
Budget to produce content
All that production, so little direction… It’s a problem that hasn’t gone away despite content marketing’s maturation over the course of a decade. In general, there’s still too much focus on the creation and not enough on the strategy. In many programs, promotion and measurement take distant back seats.
In the 2020s, let’s start looking at the big picture, and 工作职能邮件数据库 channel the same enthusiasm we show for creation into all the other elements of successful content. A holistic approach to the discipline begins with documenting your content strategy and adhering to its vision, as will a robust list of content promotion tactics to draw from.
In the 2020s, let’s start looking at the big picture, and channel the same enthusiasm we show for creation into all the other elements of successful content. @NickNelsonMNCLICK TO TWEET
What To Do: Create or refine your documented content strategy. Take a gander at our top B2B content marketing trends and predictions for 2020 to ensure you’re fully up to speed.
#3. Email Abandonment
It’s been an interesting decade for email marketing. The tactic’s popularity endures – email newsletters were cited as the third-most common type of content for B2B marketers in the latest CMI benchmarking report – but confidence in this channel has evidently waned.
According to research by the Data & Marketing Association (DMA), only 55% of marketers believe more than half of what they send out is useful to subscribers, and more concerningly, only 14% of subscribers feel that way.
I’m on record as saying email marketing is not dead, it just needs rejuvenation. I think the inbox will be in again in the 2020s, as practitioners get back into touch with the fundamentals that make it such a powerful communication channel to begin with. Through stronger segmentation, audience insight, and relationship-driven strategy, we can get back to capitalizing on a space where the average professional spends 3+ hours of their workday.
What To Do: Subscribe to a few newsletters from leading brands to do some recon, and adopt the subscriber-centric practices you like best.
#4. Influence for the Sake of Influence
I wonder if we’ll all look back at the 2017 Fyre Festival fiasco – and the documentaries it yielded – as a turning point for influencer marketing.