Enterprise marketing for big brands: 4 essential strategies

Enterprise marketing isn’t easy. While it’s true that larger companies are more established and already have brand recognition, the sheer scope of their marketing needs means that it also requires a different approach compared to smaller businesses.

The good news is that at the same time, the larger budgets and broader reach offer unique opportunities that allow enterprise companies to dominate their markets and provide the best possible experience to their customers.

But what strategies should enterprise companies prioritize for the best results?

Let’s look at some of the most important aspects of promoting a large company online and how to maximize your chances of success. 

Use sound SEO strategies

SEO is essential for any business, no matter how big or small. But large companies with numerous products and complex sales funnels can allocate the necessary resources towards SEO to achieve truly extraordinary results.

But at the same time, enterprise-level companies must carefully evaluate what types of strategies they are willing to use. Employing unproven or shady SEO strategies might work in the short term, but they can backfire in the future and even cause damage to the company’s reputation.

Therefore, you should look for an enterprise SEO services provider that understands the unique challenges faced by big companies and has the experience to handle large-scale SEO campaigns. 

You need someone who can create a structured and logical content hierarchy that uses the best practices of Google and also helps visitors navigate your site with ease. 

Because of the sheer scope of an enterprise-level SEO project, you’ll need a strategy that doesn’t just target keywords but one that takes into account your long-term goals, the various audiences you interact with, and how to direct traffic to your site in the most effective way possible.

Cookie-cutter solutions that might work for smaller companies simply won’t do, so while enterprise SEO providers are harder to come by, the results they can bring are most definitely worth it.

Focus on inbound marketing

Inbound marketing has been a buzzword for what seems like a long time. But when you consider that inbound leads can cost as much as 61% less than outbound leads, it’s easy to understand why so many businesses are turning their attention to this way of attracting customers.

Sure, outbound marketing plays a vital role in your overall strategy, but most businesses already lean too much on traditional paid advertising on social media, websites, or search engines.

But how is inbound marketing different? 

Well, one of the key principles of inbound marketing is minimizing the disruption that the prospect feels when they encounter your brand. Think of someone reading an article about cooking just to be distracted by an intrusive pop-up ad promoting landing page software.

It’s not just that these ads are disruptive; it’s also that they aren’t even always relevant, which can waste a lot of resources for you while also alienating part of your audience. 

However, if you use the content you create for SEO and for raising brand awareness as a lead generation tool, you may find yourself attracting the very best customers who are actively seeking the solutions that you can offer.

For instance, if someone reads your article on a subject, you could add a content upgrade at the end, offering an enhanced or improved version of the article in exchange for their email address.

Then, you could segment your email lists based on the lead magnet and the content that the lead comes from, allowing you to provide relevant and timely content that your subscribers will expect and want to read.

Make your sales team’s job easier

Today, enterprise clients have a range of tools for handling customer relationships. 

And that’s great news for your sales team because if you implement the right technology, you can empower your team to focus on the leads that need attention right now, automating lead nurturing for those that aren’t yet ready to buy.

Using these tools, you can take advantage of the cutting-edge lead scoring systems that are in place, accurately estimating where your leads are in their customer journey and matching them with the right content, salesperson, or solution each step of the way.

Making more sales and increasing the ROI on your marketing comes down to not just attracting the right people but also ensuring that they actually convert into customers.

As you implement enterprise CRM solutions and learn more about your audience, you’ll be able to anticipate their needs based on the data you collect, making the job of your sales team much easier and propelling the company’s growth in the process.

Instead of having your salespeople waste time on leads that are just browsing or aren’t yet at a point when they want to talk, you can allocate resources much more effectively and even discover which marketing channels provide the best return for your ad spend. 

Optimize your site for user experience

Websites of enterprise-level companies can be massive. Therefore, the sheer amount of content and information contained can be overwhelming to a first-time visitor, which can actually end up costing the company a lot of opportunities to gain clients. 

That’s why it’s so important to treat your website accordingly, looking at it as your company’s central hub where all loose ends must be tied up. You must find a way to structure navigation so that different audiences can still locate exactly what they’re looking for. 

Website navigation is a complex subject in itself, but if you use the best practices and figure out the logical hierarchy in your situation, you can slowly build a site that will make sense to anyone who visits it. 

Additionally, you should think about how to write the core pages that are the central representation of your company. These include the “About Us” and “Our Values” pages, which many people turn to when looking for information about the company they are considering.

Think about the way you want to be perceived by your audience and what values you want to represent. Also, make sure the brand voice that you are using throughout the web remains consistent.

Finally, make sure that your branding elements align with your overall brand, as you don’t want any confusion about whether this is the site of the brand they know and recognize elsewhere. 

Final words

Creating a comprehensive marketing strategy for enterprise companies isn’t an easy task. With so many moving parts, the budgets can quickly inflate without any tangible results to show for it.

The good news is that if you focus on long-term SEO success, prioritize inbound marketing strategies, and provide a good experience for your site’s visitors, you can achieve measurable progress that will set you up for success in the foreseeable future. 

 

04/03/2021