Section III Marketing

Promotion Channels

The United States offers an incredibly competitive market that requires thoughtful
marketing strategies in order to break into the market and find success. There are many ways a
B2B organization can market their products to generate new business, three of which have
proven to be the most effective - search engine optimization, email marketing, and social media
marketing (Davidson). One of the most effective ways to create new leads is through search
engine optimization, or search marketing (Peek). While it is important for Cellux to optimize
their website for the Google search algorithm, it is still very difficult to appear on the first page
of a web search for adhesives or any other product the company offers. For maximum
effectiveness, Cellux should utilize Google Ads services to appear first for any web search
related to products offered. Working with Google Ads allows the company to only pay when
someone clicks on the ad to visit the Cellux website and to establish a monthly budget cap
(Google Ads). In addition to Google Ads, which charge approximately $2 USD per click, Cellux
can run marketing campaigns through YouTube for much less, approximately $0.06 USD per
click (Heaslip).

While seemingly a marketing tool of the past, the next most effective way to generate
leads for B2B is through email marketing. According to the US Chamber of Commerce, 4 out of
5 small-to-medium-sized businesses utilize email as their primary tool to acquire new customers.
However, in order for an email marketing campaign to be successful in today’s market, the
strategy requires thoughtful intent, personalization, and easy consumption (Martin). Before
sending a batch of emails, Cellux needs to determine what the goal of the marketing campaign is
- the goal could be to generate new business leads or to increase sales (whether as a whole or for
a specific product). In addition to establishing a goal for the campaign, Cellux needs to
personalize their email campaign. Digital marketing expert Kimberly Afonso states,
“personalization helps your brand stand out and leads to higher open rates and sales”.
 Section III Marketing

Personalization can easily be done through email marketing software and includes personalizing
based on the recipient's name, location, and prior purchases. While email is one of the most
effective ways to generate new leads for a B2B company, people would rather watch a valuable
video over reading an email (Martin). With that being said, Cellux can embed a short video
within their marketing emails. The video can be a funny infomercial explaining the products
available, a tour of one of their facilities with a company history, or a brief ‘how-to’ video
featuring their products.

The creation of videos embedded into Cellux’s email marketing campaign ties in with the
third most promising marketing strategy for B2B organizations - social media marketing. The
key for success in social media marketing is determining the campaign’s goal (new leads or
increased sales), utilizing the best platforms to connect with your target audience, tracking
metrics, and engaging with customers (Peek). Cellux’s social media target audience is primarily
Millennials as they will make up 75% of the global workforce by 2025, with approximately 30%
of them being in positions as sole decision makers (Heaslip).

Cellux should create their digital content and gear their social media marketing efforts
towards YouTube as it is the most used social media platform among Millennials (Kolditz). With
embedding YouTube videos into the email marketing campaigns mentioned before, the videos
created by Cellux should be focused on the products (sales driven content). To create a well
balanced YouTube page, Cellux should post two content-driven videos for every one sales-
driven video posted (O’Neill). For maximum engagement, these videos (whether it be sales-
driven or content-driven) should range between 2-4 minutes long (Hutchinson). Given the
various purposes of Cellux products, the content-driven videos could include helpful how-to
videos demonstrating the uses, a ‘behind the scenes’ look at the production of various items, or
client testimonials.

Since Cellux is a B2B company, they should also promote their products on LinkedIn as
the social media platform is geared specifically towards businesses and working professionals.
To do so successfully, Cellux would need to create a business profile. Per LinkedIn’s best
 Section III Marketing

practices, company profiles with complete information receive 30% more weekly views. It is
important that the branding remain consistent across all social media platforms - logo, profile
image, banner image, etc. (Heaslip). Since the objective with a company LinkedIn profile is to
build a rapport with prospective customers, Cellux would need to participate in LinkedIn groups
in order to establish a network of potential customers outside of their existing customers.
LinkedIn recommends posting at least once every weekday (Monday-Friday) to maintain
customer engagement and marketing experts recommend companies post a variety of content
(text, infographics, videos, images, links) as this will increase viewership (Patel). The posts may
contain videos recently uploaded to Cellux’s YouTube channel, relevant news stories pertaining
to the industry, company information, or simply sharing thoughtful commentary from a well-
respected leader (Heaslip).
 Section III Marketing

Davidson, S. (2013, June 3). What Percentage of Your Company's Leads Come From the
Following Sources? [Digital image]. Retrieved November 3, 2022, from
https://blog.hubspot.com/hs-fs/hub/53/file-56333392-png/Blog-Related_Images/
leadsourcegraph1.png?width=1625&name=leadsourcegraph1.png

Davidson, S. (2022, October 10). Where Do Marketers Get Leads? [Data] [Web log post].
Retrieved November 1, 2022, from https://blog.hubspot.com/marketing/where-do-
marketers-get-leads-data?
utm_term=Marketing&utm_source=am32479&campaignid=32479&mbsy_source=12f7fd9
f-8770-4f76-bfe9-2c72da6942db&utm_content=products_marketing_ads&utm_id=http
%3A%2F
%2Fwww.ventureharbour.com&mbsy=rgs3l&utm_medium=am&utm_campaign=am4160
3108

Google Ads. (n.d.). Retrieved November 1, 2022, from

https://ads.google.com/intl/en_us/ex/13101051/lp/getstarted/pricing/?subid=us-en-ha-awa-
bk-c-
000%21o3~Cj0KCQjwk5ibBhDqARIsACzmgLRJNPdHnQYGLgb9fj_2CQH5LBTuFvto
DYp_sRw3PuAJOi8py71rUYYaAvX1EALw_wcB~140955500283~kwd-
15965986~18344782450~622042276963

Heaslip, E. (2019, May 09). YouTube marketing: An Easy Guide for Small Business.
Retrieved November 3, 2022, from
https://www.uschamber.com/co/grow/marketing/youtube-marketing-guide-small-business

Heaslip, E. (2019, May 29). LinkedIn Marketing Guide for Small Business. Retrieved
November 3, 2022, from https://www.uschamber.com/co/grow/marketing/linkedin-
marketing-guide

Heaslip, E. (2022, April 18). 5 smart ways to market your B2B business. Retrieved
November 1, 2022, from https://www.uschamber.com/co/grow/marketing/b2b-businesses-
smart-marketing

Hutchinson, A. (2018, November 30). A small business guide to YouTube marketing

[infographic]. Retrieved November 3, 2022, from
https://www.socialmediatoday.com/news/a-small-business-guide-to-youtube-marketing-
infographic/543281/

Jenkins, R. (2017, May 15). Next Generation of B2B [Digital image]. Retrieved November
3, 2022, from https://marketing.wtwhmedia.com/wp-content/uploads/2017/05/Screen-Shot-
2017-05-15-at-3.46.12-PM.png

Kolditz, K., & Rosman, E. (2018, November 08). Social Media Marketing Guide.
Retrieved November 3, 2022, from https://www.uschamber.com/co/grow/marketing/social-
media-marketing-guide
 Section III Marketing

Martin, E. (2019, May 15). 3 expert tips that will improve your email marketing. Retrieved
November 3, 2022, from https://www.uschamber.com/co/grow/marketing/expert-tips-for-
improving-email-marketing

O'Neill, M. (2018, January 24). Before You Sell: Educate, Entertain, Engage, Inspire [Web
log post]. Retrieved November 3, 2022, from https://animoto.com/blog/business/educate-
entertain-engage-inspire

Patel, N. (n.d.). 9 Powerful LinkedIn Marketing Tips (That Actually Work) [Web log post].
Retrieved November 3, 2022, from https://neilpatel.com/blog/linkedin-marketing-tips/

Peek, S. (2019, September 12). Lead generation funnels for B2B businesses. Retrieved
November 2, 2022, from https://www.uschamber.com/co/grow/sales/b2b-lead-generation-
funnels