The short answer is yes. Because most of the time marketers will over complicate the process.
But it is important to experiment and do as much work as is possible, be everywhere you can. You must find a balance of utilising your resources and channeling into the areas which are providing the best return on investment.
If you’re focusing on too many marketing channels, these are the reasons not to.
1. Loss of Focus
When you focus on too many marketing channels, you definitely lose the focus. Not all channels are good for B2B so equal energy and time is spent on those which might have been used for other platforms. This is one of the reasons why many people are unable to focus before they use too many channels.
2. Mixed Messages
Every platform or channel has its own statistics and trends which the people prepare from reports. One platform may show strong points while the other one may have the opposite ones. They give you mixed signals and you are not sure about which one is the best and right for you.
3. Increased Expense
Here comes another disadvantage of using many channels at the same time. You have to spend money at every channel because you have strategies for them. Without spending, you will not get results. So your time and money is channelized which should have been spent on one particular and better result-yielding platform.
There are different schedules for marketing campaigns of every channel. For example, for posting on Facebook you have to follow a certain time which is different than Twitter and YouTube sites. That is why you are unable to get the best idea of relevant channels and when campaigns work there.
5. Lack of Control
Ultimately, the marketers start to lose control over everything. They do multiple tasks and campaigns at the same time and have no idea how to collect the data and utilize them for their B2B business. In other words, all efforts, investment and time spent is compromised.
So, Which Marketing Channels to Focus on?
Of course every situation is different based on company size and industry. But as a fundamental when you are starting a fresh period, these areas are where to focus and you can look into branching out from there.
1. Your Website
Many markets will not agree with this. But if a visitor cannot find something valuable or they cannot learn anything from your website about your business, they will not visit it from other sources. In other words, your own website is the best marketing channel. Make it user-friendly, impressive, superfast, attractive and updated with lead generation tracking.
2. Social Media
Without any element of doubt, social media sites do work for marketing. You have Facebook, Twitter, LinkedIn, Instagram, SnapChat and many others which actually provide great results on marketing campaigns. But for B2B, LinkedIn and Twitter may be quite better.
3. Email Marketing
Email marketing is itself a channel for marketing. It is one of the best and better result offering marketing channels most of the businesses use these days. However, to get the most out of email marketing, you have to be very relevant, get rid of irrelevant things, keep the emails short and simple.
4. Content Marketing and SEO
SEO and content marketing are also inevitable options for marketing of B2B businesses. SEO lets you build a long term business which offers you great return once the business is established. Similarly, you can also invest in content marketing options.
5. Pay Per Click- PPC
This paid option is also reported to be a good way to use your marketing. It is not free so you will be spending on ads. Your business or brand is displayed on other websites. Users come to your site after they click the ads. You have to pay for every click.