How can you make your B2B multi-channel marketing campaigns accessible to everyone?

Web accessibility widens your reach, tapping into 15% of the global disability population. It's not just compliance; it's a market expansion strategy. By aligning with WCAG and ADA standards—through keyboard navigation, screen-reader compatibility, and clear visual contrasts—you cater to an underserved demographic, enhancing user experience and SEO. This isn't simply about inclusivity; it's about leveraging untapped potential, ensuring your website is a robust, accessible gateway for all users, driving growth and competitive advantage.

Unfortunately, accessibility is not something most B2B marketers are knowledgable about, and so often it becomes an afterthought. Best practices like including Alt-tags are framed as ways to boost SEO, but rarely discussed as accessibility requirements. The truth is, most digital accessibility considerations benefit everyone. Alt-tags help visually impaired users understand the visual elements of a page, but are useful when your connection is too slow to load photos and help search engines crawl and index visual elements of your pages. Considerations for color-blind users (like not putting a yellow button on a blue screen), also look better to everyone else. Accessibility is important on principle, but it also helps everyone.

Before you can audit your campaigns, your team needs a basic education on accessible design. This baseline will help your entire team be able to spot and remedy inaccessible campaign elements. Never assume your digital marketing or design team has this background knowledge already; this is not commonly taught in most digital marketing courses.

In my journey, which has seen me assisting over 50 businesses in generating leads at rates 3-5 times higher, I've come to understand that in today's hyper-connected world, your outreach strategy must be a dynamic duo, the perfect marriage of email and LinkedIn. → 𝐖𝐡𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 𝐜𝐨𝐦𝐛𝐢𝐧𝐞 𝐞𝐦𝐚𝐢𝐥 & 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐢𝐧 𝐜𝐨𝐥𝐝 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡: → Enhance outreach impact: Combine email & LinkedIn for maximum effect. → Double engagement: Reach prospects via email & LinkedIn for better results. → Build trust early: LinkedIn helps establish rapport pre-email. → Dynamic communication: Blend detailed emails with quick LinkedIn check-ins. → Boost response rates: Multiple touchpoints increase reply chances.

Let me take you on a journey of how I handpicked the perfect tools for my clients' B2B multi-channel marketing campaigns. Know Your Audience: Dive deep into their world, understand their preferences. Set Clear Goals: Define campaign objectives - awareness, leads, or conversions. Multichannel Mix: Align channels with your audience - email, social, content, webinars. Data-Driven: Utilize analytics tools for insights on engagement, conversions, ROI (Google Analytics, HubSpot). Marketing Automation: Invest in platforms like HubSpot, Lemlist, Reply.io, Quickmail, Marketo etc for streamlined campaign management. Email Magic: Use Mailchimp, SendinBlue, or Constant Contact for templates and automation. Choose tools wisely for B2B marketing.

My journey in preparing my team and partners for B2B multi-channel marketing campaigns was an enlightening one. Here are steps I have followed → Objectives First → Cross-Channel Mastery → Automation Efficiency → Consistent Messaging → Data Proficiency → Testing and Improvement → Analytics Expertise → Staying Updated → Patience and Persistence In this concise guide, I hope you find a path to equip your team and partners for multi-channel marketing success. It's a journey worth taking.