How to Achieve your Marketing Goals in 2024

Feeling overwhelmed by the ever-changing marketing landscape? You’re not alone. In today’s competitive landscape, businesses of all sizes face pressure to cut costs, particularly in marketing and headcount. But before you pull back, consider this:

Imagine a marketing strategy that’s more than just tactics and trends. A strategy with a powerful roadmap, guiding you towards achieving your specific goals and aligned with your vision. This roadmap starts with knowing your audience, defining your unique value proposition, and setting measurable objectives. This data-driven approach enables you to identify areas for improvement and continuously optimise your marketing efforts for maximum impact.

In today’s turbulent economy, cost-cutting often looms large. Marketing budgets are under pressure, and differentiation becomes crucial to avoid becoming a commodity. But don’t get left behind! Here are our top three priorities to help you achieve your goals in 2024!

Weaving a Compelling Sustainability Narrative

Sustainability isn’t a trend, it’s a must-have for 2024 and beyond. Businesses are scrutinising their supply chains, seeking partners who can minimise their environmental impact. Integrating sustainability into your brand story isn’t just a perk, it’s crucial. By championing sustainability, you’re not just doing your part, you’re opening doors that can boost your profits, build brand loyalty, and gain a competitive edge.

We’ve all heard of “greenwashing,” where companies use misleading claims to paint themselves as eco-friendly. But a new trend is emerging ‘green hushing’. Greater public scrutiny on environmental issues makes unsubstantiated sustainability claims increasingly risky. So, some businesses are resorting to silence, opting not to publicise their green efforts, even if they’re genuine. This is referred to as ‘green hushing’. Instead of proudly sharing their sustainability journey, companies choose to stay quiet, fearing accusations of greenwashing. While this might seem like a smart move, it’s actually a missed opportunity.

Where to start?

When you look at your long-term strategy you need to understand how sustainability fits within that conversation. You don’t have to be a GreenTech business or have a sustainable solution to contribute to sustainability and tell a story. Are you refining your manufacturing process to minimise waste? Have you implemented energy-efficient practices? Do you source materials responsibly? Highlighting these efforts demonstrates a genuine commitment that goes beyond a mere marketing campaign.

Sustainability Impact Reports are great for showcasing your commitment and progress, but don’t let them become dry documents hidden on your website. Bring them to life and translate data into compelling narratives. Use the content as a springboard for engaging content across different channels. Share snippets on social media, create blog posts highlighting specific aspects or even develop short explainer animations or video testimonials from employees involved in sustainability initiatives.

Glass manufacturer shines a light on sustainability

Long-standing Halston B2B client and international glass manufacturer, has launched a new, sustainable product line and with it, a requirement to raise awareness and generate excitement among their clients for this new offering.

As part of a soft social media launch, we weaved their new sustainable offering into their existing social media strategy to highlight the eco-friendly aspects of the new glass bottle line to foster engagement

Visual Identity

In 2024, communicating the complexity of your tech product or platform to your target audience can be an obstacle to converting MQLs to SQLs. That’s why video content needs to be in your marketing mix for 2024!

Brand videos, animations, and explainers transform complex, technical concepts into engaging and digestible content for your target audience. They make information clear, captivating, and memorable, fostering understanding and interest. But the benefits don’t stop there! This versatile content can be repurposed across your marketing efforts, from captivating event presentations to dynamic social media campaigns, or could even be hosted as a brand video on your website.

Enhancing Website Engagement and SEO

In today’s digitally driven landscape, standing out requires a focus on website enhancement and technical SEO. This isn’t a suggestion for 2024, but an absolute necessity. Don’t let your competitors dominate the digital terrain!

By mastering the art of B2B SEO, you unlock the door to connecting with your target audience. Imagine your ideal customers effortlessly finding your brand at the top of their search results—that’s the power of a robust SEO strategy. It’s not just about visibility; it’s about driving qualified leads, boosting brand authority, and ultimately, fuelling your bottom line.

Mastering B2B SEO

Our embedded analytics & BI client rocketed straight to #1 position on Google’s search results for tactical sales-led search terms in just three weeks!  That’s not all – they reached featured snippet status for longtail keywords such as “Embedded Analytics for EdTech” – a highly-targeted keyword for their SaaS audience.

The competitive landscape is ever-changing, and effective marketing strategies and clear visions are more crucial than ever. But don’t go it alone! At Halston B2B, we’re your partners in navigating the complexities of today’s marketing terrain. With our expertise in crafting compelling sustainability narratives, creating powerful visual content, and optimising website engagement and SEO, we can help you achieve your vision.