Marketing

In the B2B marketing landscape, most prospects are currently not looking for your product or service. This group of people needs education and nurturing first, so that when the need arises for your offer, they understand the problem that you solve, and you are on top of mind in your category. We can help you set up a demand generation strategy to nurture and educate your leads with valuable content. In the last part of the process, we help you capture this generated demand.

The marketing strategies we design for you are based on extensive growth research because we’re convinced that every hour spent on research and strategy has a multiplying effect on eventual results for your business. Almost every collaboration, therefore, starts with a data collection. This data collection phase differs per client, but almost always consists of: 1. Evaluating your existing assets. We will ask you and your most important stakeholders (like your sales team for example) many questions, look at your competitors, evaluate key marketing channels, review existing user research, and conduct technical assessments. 2. Identifying your ideal customer profile, based on available research, or from scratch. We will map out the most desirable customer to sell your product to, together with their pains and gains. 3. Define core messaging. Based on the insights from the previous steps, we will help you identify the topics you want to discuss in your content and which will most resonate with your audience. This will help you put together a coherent messaging strategy. 4. Define formats, frequency, processes, and distribution. When the content and channels are set in stone, you are going to decide how, where, and when you want to distribute the content. With this strategy in place, you can start executing and iterating.

Based on thorough ICP research and online presence research, social media channels are selected for paid advertising purposes. In most B2B contexts, the channel of focus will be LinkedIn, where we can use thought leadership ads, video ads, and still image ads, among others. Additionally, Facebook, Instagram, and YouTube can be very successful channels to use for retargeting purposes. Besides social media, search engines also play a major role in B2B marketing. Dapper is specialised in: 1. Search engine optimization (SEO): Recent studies indicate that over 70% of clicked search results are organic. But search engines are growing more intelligent daily and the competitive landscape is only increasing. How can you ensure that your website is shown for the right search queries? Dapper has helped both start-ups and Fortune 500 companies to strengthen their SEO. We’ve developed a step-by-step process. First, we conduct keyword research to identify vital terms that the company wishes to be found on. Based on the outcome of these keywords, we create a content plan: what will we write and when? Following this, we conduct an audit and prioritization of technical improvements for the website. Lastly, we plan how to build the website and webpage authority through link-building. It takes about 4-6 months for SEO to demonstrate an effect. We believe that organic traffic is one of the most sustainable marketing investments a company can make. 2. Search Engine Advertising (SEA): Your target audience is looking for products and services on Google. SEA campaigns ensure that your page pops up at the right place at the right time. You’ll be presented as a solution to a moment of inquiry, at the top of a Google, Bing, or Yahoo search page. SEA is a popular solution due to its instant results and scalability. 3. Display advertising: Display advertising allows us to promote your brand on websites and social media platforms belonging to the Google Network. Using Google data, display advertising provides interesting targeting possibilities. Google Display campaigns are renowned for their low prices and are therefore ideal for reaching a large audience, such as for an awareness campaign.

On average, people spend 145 minutes per day on social media. Therefore, this will be an essential part of your B2B demand generation or general marketing strategy. Based on thorough ICP research and online presence research, social media channels are selected on which the company and personal employee brands (so-called ‘thought leadership’) are built, both with organic and paid content. In most B2B contexts, the channel of focus will be LinkedIn. However, Facebook, Instagram, and YouTube are very successful channels to use for retargeting purposes.