We live in a digital age where every industry is continuously experiencing innovation. B2b communication has completely changed over the years. The key to succeeding in the world of today is by effectively marketing your products. You need to adopt a fluid approach as technology is rapidly evolving and digital marketing is bringing about a significant change. To meet the expectations of your target audience, you need to be ready to make changes.
There are certain b2b marketing strategies that you should incorporate to succeed. The speed at which technology is bringing about change has never been as far-reaching as it is today. Thus, to keep up with technology, every business has to communicate with customers the way they want to be communicated with. Most businesses believe that as much as half of their revenue would be driven using digital marketing in 2020 and the results have been promising so far. The following 6 powerful B2b marketing strategy tips will help you meet the needs of your clients.
- Utilize the Company Website
The business website has become a necessity. Just about every business has a website these days. But, there are changing trends which you need to keep up with. You cannot simply create a website and forget about it. It is not how things work anymore. A website is a living, breathing entity that requires constant nurturing. You need to take advantage of it to showcase what you have to offer to potential customers, this is especially true if you’re in the construction industry, where having a good website is one of the keys to understanding how to grow a construction business. The company website should act as a resource for the industry. It has to keep clients engaged and provide them with an entertaining and informative experience. Thus, you get to provide clients with the information they require easily and can utilize the website as a tool to collect information from clients. To utilize the company website for the B2b marketing strategy, the website must:
- Be regularly assessed and updated.
- Provide usable industry information.
- Provide details about the social media accounts.
- Showcase user testimonials.
- Have CTAs in place to request a white paper, schedule a demo, get pricing, and more.
- Be mobile-responsive.
- Focus on the target audience.
- Outline how you aim to resolve the pain points better as compared to the competition when working on B2b research as it is a long process that requires little to no emotion.
- Focus on Content and SEO
To get new visitors to notice your website, you need to focus on content and SEO. It is impossible to grow a business without visitors. SEO has revolutionized the internet. It helps search engines find your website and boosts your rankings. Since SEO is rather complicated, it is a good idea to hire an expert to improve your SEO ranking. The SEO expert would apply the best SEO strategy using the most effective keyword phrases to boost your organic rankings.
Moreover, you can always look at competitor tactics to improve your SEO. It is important that you create a blog for your website. It not only improves SEO but even helps establish you as a leader in the industry. You get to provide a world of knowledge to clients with your expertise and help answer their queries.
Since the B2b cycle is likely to drag on, you should focus on providing strong content to keep clients interested. Strong content also helps you lure new clients while retaining existing ones. Therefore, you can expect to forge trust by doing so. This in turn would encourage them to follow the conversion funnel. It is also vital that you look for guest article opportunities and outside engagement to link back to your website and blogs. The technique would boost awareness of your content and makes for a powerful B2b marketing strategy.
When it comes to content, you cannot afford to look video as an option. It is an important component that provides many opportunities for you to engage with your audience and educate them about what you have to offer. People are more likely to react positively to a video as it brings a face to your company. Other useful types of content that you can incorporate include case studies, white papers, e-books, and infographics.
Another great B2b marketing strategy tip that you should keep in mind is integration. When you integrate your offline and online marketing efforts, you get to seamlessly provide superior customer service. Thus, you get to ensure that customers can always connect with you in any way possible. Utilize television, radio, and print ads to send people to your landing pages, social media, and website. Besides, landing pages make for an excellent resource when it comes to measuring just how effective offline promotions are.
- Social Media
Since social media is labour-intensive and requires you to keep visitors engaged you might be tempted to avoid utilizing social media for your B2b marketing strategy. However, you simply cannot miss out on the opportunities that social media presents. For instance, Instagram has become one of the most popular social networking platforms that have taken over Facebook. To develop an effective B2b marketing strategy, you must focus on Instagram and Facebook to provide value to clients. Leverage social media to direct users to your blog content. Your social media posts can attract them to visit your content. They also help assist with SEO as they promote your website on all social media platforms. To leverage social media, you need to provide helpful information and engaging visuals such as the following.
- Links to videos created by the company.
- Video testimonials.
- Links to white papers and case studies on your website.
- Satisfied client stories.
- Updates about your products and services.
- Industry news
- Industry tips
We Work is an excellent example as it has managed to grow the brand through Instagram. The organization follows a creative approach that keeps everyone engagement while staying true to the brand. They encourage sharing and creating a business culture that is based on inspiring people to work together. However, you should avoid going overboard with your sales pitch on social media. The only thing you need to do is keep followers informed and engaged. If people are curious about your service, they will follow the funnel channel.
- PPC Campaigns
If you have a budget that permits a PPC campaign, you should definitely include it in your digital marketing efforts. Since content and SEO are inexpensive, they help free up resources that you can utilize for PPC campaigns. Besides, if they do not offer results, you should focus on PPC campaigns. They are an excellent option for your B2b marketing strategy. PPC campaigns allow you to budget according to your needs. You only get to pay for ad clicks with PPC. There are certain platforms that also charge based on impressions and engagement. Thus, you get to choose how you want to pay. PPC campaigns allow you to take advantage of segmentation. This makes it easier for you to reach your target by driving lead generation and boosting brand awareness.
- Redefine Targets
Digital marketing has improved its reach. It has made a huge impact on every business. Now, you can redefine targets in line with your target demographics easily and with great precision. This means that you get to invest in campaigns that are a lot more effective. You have access to these campaigns through Google searches and can also apply the campaigns using social media platforms. Besides, you have the ability to refine the targets mid-campaign. When you combine this with results-based analytics, you get to fine-tune the campaigns for the best results. In addition to this, you get to proceed with your B2b marketing strategy with minimal investment. Make sure to use free tools like Google Analytics as they help you better understand how you can effectively market to customers.
When it comes to your B2b marketing strategy, the best way to begin with the strategy is by listing all the digital assets at your disposal such as social media pages, blogs, and websites. For those of you who have used analytics, you get to utilize these assets to their full advantage and can use them for generating leads or closing sales. Look at those assets that receive the most shares, clicks, and visits. These insights will help you determine what works for you best.
The next thing you need to do is determine how you can build on your digital assets like trying out a new PPC campaign or creating a social media account on Instagram. Do keep an eye on your budget and invest money after utilizing analytics to determine which decision would offer the highest ROI. After you have determined the best digital marketing tactics, you should create a content calendar and make a plan that includes the following.
- Content Provider
- PPC Ads
- Crossover Opportunities with Links
- When would it be published
- When would it be posted
- Topic/ Title