If you are looking to find digital marketing strategies for b2b, then you’ve come to the right place. In this article, you will find strategies that you can use in your business for just that.
There is no magic formula for effective marketing. Creatives always have “creative demands”. Managers always have “budget limits”. And, generally speaking, marketers must make “channels decisions” in order to hit their targets.
A well-designed marketing strategy mix that utilizes different outlets to broaden your business or brand recognition will allow you to enter into the new global marketplace and become a staple in it.
What is B2B Marketing?
B2B (Business-to-Business) marketing strategies are used by any company that sells a product or service to other businesses or organizations. These organizations typically do not market to consumers at all. They only sell to other businesses or organizations.
Some traditional examples of B2B marketing strategies would be advertising in trade journals, newsletters and specialized conferences. Another example would be direct mail letters sent to other businesses. Yet another example would be radio and TV ads bought by business owners.
B2B Digital Transformation and the Buyer Journey
Technology, the internet and digital transformation changed business as usual. Buyers are connected to each other like never before. Half of all B2B buyers are now millennials who are no longer interested in simply hearing your “sales pitch”.
Instead, they want to engage you, understand your value proposition, and get to know you as a person. They want to do business with you because you offer real benefits to them as opposed to just benefits to their company.
Today’s buyers are different.
The modern B2B buyer does a lot of their own research, frequently online. The average purchaser now makes an average of 17 online searches before they are influenced to buy from you or some other vendor. And they are already 47% of the way through the buying process before they are ready to talk with a sales person. In retail, nearly three out of four (72%) purchases are influenced by digital.
In B2B, the typical buyer’s journey is a looping, multi-step process with multiple repetitions of each task. The buyer moves forward only when they are ready, not when you are ready. Their interactive, online journey that involves twists and turns as the buyers go back and forth through the research and discovery stages.
That means your digital marketing efforts need to focus on providing a continuous, non-stop, immersive experience from initial awareness all the way through to sale and loyalty.
B2b Marketing Strategies For Your Market Expansion Plan
Modern marketing efforts rely on a foundation of solid, reliable research. It provides a bedrock for informed decisions. If you want to improve the way you market, then you need to make a commitment to do a lot of research.
By conducting research, you’ll know your clients better, which puts you in a position to serve them better. And, it provides you with valuable insights into how your firm is performing, which lets you focus your efforts where they will have the greatest impact. Research has proven time and again to be an important driver of performance and profitability.
A website is not a new invention by any means as websites for business are now an expected standard. But, you have to engage your website in a livelier and compelling approach, instead of a set-it-and-forget-it attitude like most companies do.
Nowadays, in digital marketing, your website is basically the face of your brand or business, where you have to demonstrate your expertise while providing solutions to potential customers.
In other words, websites today must be constantly adapted to the tastes and needs of visitors. A client’s first interaction with your business could often be via the world wide web.
As over half of online traffic comes via mobile devices, it is crucial for your website to be mobile responsive and have fast load times.
Studies show that people tend to search for a business online before deciding whether to do business with them.
Your company website should be an industry resource that fascinates clients and supplies them with an informative and educational experience.
This way, your potential clientele can obtain the information they need with ease. This added efficiency frees up time for your staff to concentrate on other revenue producing activities.
Your website is an integral part of your b2b marketing strategies as it provides you with an instrument that collects leads and aids in the sales process.
Your website could arguably be your most valuable marketing asset. It is important that your website fits your target audience, has a mobile responsive structure, integrates call-to-action, scheduling etc, and be assessed and updated on a frequent basis.
It is not uncommon to for profitable companies to partner with web site design agencies to enhance their online strategy to increase profitable high demand web traffic.
B2B Digital Marketing Strategies
Social media is known as the modern-day B2B billboard and can give your brand an immense boost.
It is one of the top b2b marketing strategies, considering the fact that most people have a social media account.
Social media advertising can be part of your marketing strategy mix that links your brand or business to billions of social media users around the world.
However, you have to pick your social media platforms wisely, as not all social media outlets are ideal for every business. Another good method to leverage in social media marketing is live streaming. It can work for most brands.
Average post reach more than doubles for live videos and Facebook statistics reveal post engagement for live videos was 178% higher than standard posts. Also. Facebook referral traffic increased by 213% when live video streams were used.
Therefore, you can include live streaming into your marketing strategy mix for:
- sales announcements
- company news announcements
- discussions about industry topics
- new product tutorials or walk-throughs
- interviews and discussions with industry experts
- customer spotlights or reviews
Social media is here to stay. In fact, 60% of buyers check out new service providers on social media, making it a more commonly used source of information than formal referrals and recommendations.
B2B CONTENT MARKETING
CONTENT IS KING! That’s why B2B marketers are using it 91%, and it is the most profitable type of marketing for your business. It comes in the form of blog posts, social media, videos, press releases, news articles, FAQs, email newsletters, e-books, white papers, case studies, infographics, and other types of content pieces.
Digital content is increasingly important for making purchasing decisions. Almost half of all B2B buyers (48%) rely solely on digital content to help them select the vendor they will do business with. Buyers say content such as case studies (84%), research reports (82%), whitepapers (79%), and webinars (77%) are the types of content they find most useful in helping them make a purchasing decision.
In the B2B world, one of the biggest mistakes you can make in content marketing is to make it all about you. You see, when you create self-serving content (also known as “ego marketing”), you are actively working against your goals. And, if you are not careful, you may end up creating a ton of content, but never get the response you desire from your potential customers.
Marketing leaders at B2B companies must create “buyer enablement” content. In order to do this, you must first understand the specific tasks that buyers need to perform throughout the purchase journey. Then provide information and tools to target those specific tasks. This enables the buyers to complete their tasks and convert sales.
Search engine optimization (SEO) is the process of adjusting your website’s structure and content to rank higher in search engines for specific keywords or phrases.
This b2b marketing strategy is by far the most valuable for any company. The reason being, the leads that go through this channel to contact you company are the most targeted and self filtered leads. That is why most companies who understand the long term cost of acquired a lead will adopt some form of SEO in their marketing mix.
Without SEO, it will be virtually impossible to get new organic traffic to your website.
Organic SEO traffic accounts for 6 times more internet traffic than does paid advertising. Visitors from SEO sources are 3 times more likely to make a purchase on your website than those from paid ads.
SEO will allow search engines to find and index your website. When they are able to do that, your search ranking position goes higher.
It is imperative for B2B marketers to implement SEO as 71% of B2B researchers begin their research with generic Google searches. Such typical research tends to employ a standard of 12 searches before they contact a specific brand.
SEO is a broad subject. Speak to professionals to explore which SEO website services would be best for your business.
Digital Video has become an integral part of selling today. It can speed up your sales process and keep your customers happy. Consumers now watch up to 6 hours of digital video per day. Online videos are the fastest, easiest way to get information.
70% of B2B buyers and researchers watch videos on their path to purchase. On that basis alone, online videos are a no brainer as far as increasing sales goes.
People remember what they read or hear better when it’s presented as a video. In fact video results in a 95% retention rate as compared to only 10% from reading.
Some great attention grabbing form of video marketing include:
- Video Blogs (Vlogs)
- Youtube Ads
- Informational “How-to” videos
- Branded content videos
- Entertaining social media videos
Video is a huge content element which provides many opportunities to engage and even educate your audience.
That is why you should consider using video as one of your marketing strategies for b2b.
Clients tend to react positively in favor of video content as it puts a face to your business.
Blogging is one of the traditional yet powerful b2b marketing strategies that you can adopt.
Creating a blog on your website is a given as it both improves SEO and also ranks you up as a thought leader in the marketplace. Your blog dominion incites a world of knowledge to your potential clients while also attracting more clientele to your site.
Take into consideration that this draws a repeated positive cycle. When you are able to invite clients back to your site with strong content, you will be able to forge trust and loyalty.
Remember, SEO ticks both the demand and lead generation boxes.
It should be noted that SEO is rather complicated and it is in your best interest to work with a company that can do it for you.
They will be able to apply the most effective techniques to help search engines find you. Meanwhile your attention can be centered on your core business activities.
Now, it is imperative that you have innovative and compelling content that will attract and engage your clients. It should encourage them to contact your brand or make a purchase.
Infographics, e-books, case studies, and white papers are popular types of content you can employ in your blog.
PAY PER CLICK ADVERTISING (PPC)
Good advertising not only promotes your services, it also serves to promote your content, which increases both your expertise and visibility.
It’s important to use advertising that is most suited to professional services. LinkedIn ads, retargeting, and other industry-focused advertising are the most effective because they allow you to most directly target appropriate audience groups, which leads to more conversions, higher click-through rates, and lower cost per download.
There are several platforms on which your company can advertise effectively:
- Search engine marketing (SEM) – Google, Yahoo, Youtube, Bing
- Social media – Facebook, Instagram, Tik-Tok
- Industry publication websites
- Retargeting – follow up with your audience that has already shown interest
There are many variations of all these pay per click ads. Depending on your budget, purpose of your ad, targeting strategy, and your industry niche, one or more of these might work better than the others.
A B2B eCommerce market is a place where businesses can procure materials they need to operate.
Customers can go to their supplier’s website, key in the items and quantities they require and have them delivered to their own warehouse. They might even have their own wholesale buyers’ promotion codes to key in for special B2B discounts.
The best brands know when their customers will run out of supply and when it is time to remarket to them.
For example, if your clients finish consuming their products every six months, you must start marketing to them four months after their previous purchase, allowing a two-month window for them to restock.
Run nurture campaigns using email marketing
Email is the preferred form of B2B communication for 73% of millennials. It’s also a top free organic distribution channel for 87% of B2B marketers. Needless to say, it’s a must-have B2B marketing strategy. Here are my three tips for B2B email.
Millennials prefer email as their preferred method of B2B communication. It is no wonder that email is considered the most effective free organic distribution channel for 87% of B2B marketers.
Behavior-based nurturing is most effective when applied to B2B marketing since it educates the prospect as they interact with your brand and provides more personalized content to help deepen the relationship.
Affiliates and Testimonials
Most consumers read online reviews and 85% trust them as much as personal recommendations.
Online reviews have become an integral part of the buying decision process for most consumers. This is true both for physical products and for digital services. In a recent survey, 68% of respondents said they always read online customer reviews before they make a purchase. And another 23% said they usually do so.
What this means is, if your prospective customers are reading online reviews, they are taking the information into consideration when they are making their purchasing decisions. If you are not compiling your library of reviews, you are losing out on a huge sales opportunity.
Creating a strong network of quality testimonials, high-quality affiliates, and industry awards or certifications is the surest path to making your offers more credible.
Marketing Automation and CRM System
Marketing automation is a necessary part of any successful digital marketing campaign. It replaces tedious, time consuming repetitive manuel tasks with computer automated ones. You have to make sure the size, complexity, and scalability of a potential solution is a good match for your needs.
One of the most important software programs you can get is a Customer Relationship Management System (CRM). It will help you stay organized and connected, no matter how sophisticated your operations grow. Your CRM will act as the central repository for all information about your opportunities and clients, including specifics about their orders and any other details you choose to store.
This means that no matter where you are in the company, or who is working on a project for you, everyone will always have instant access to the same up-to-the-minute info.
Essential Steps to Executing Your B2B Marketing Plan
Identify your target audience and their behavioural traits
Identify who your target customers are. Also try understanding their
- pain points
- motivations for your service
- insecurities and concerns
- preferred method of communication
- social media platforms that they use most
Finding out what makes them tick and what turns them on will allow you to serve them better.
Run a competitive analysis
You must know your competitors as well as you know yourself if you want to be the best. This will put the odds of you achieving your goals on your side, and give you a huge advantage over all other competitors who are not equally as focused and serious about their goals.
A complete competitive analysis will give you insights you can use to improve your marketing efforts. It can also help you identify threats, opportunities, and any other “eureka” experiences you may have when it comes to your digital marketing efforts.
You have to identify your goals, write them down, and review them often. Your goals are your destination. If you do not know where you want to go, you will not know which direction to head towards.
Do you need more brand awareness? More leads? Higher conversions rates? Lower cost per customer acquisition?
Establish these before you move on to the next step.
Match your Goals to your Digital Marketing Plan for B2B
You’ve identified the primary buckets you want to improve on. Now it’s time to determine the best B2B marketing strategies for each bucket. There are many strategies available to improve each of them.
For example, if you want to improve your brand awareness, perhaps the most effective strategy is to create a brand awareness PPC campaign or a social media blitz.
Your job now is to decide on the strategy that best fits your needs and budget.
Track, Test, Optimise Repeatedly
This is the way every marketer wins the game. It’s all about tracking your results, analyzing the data and making strategic decisions that lead to more success.
A metric is a number you track. A key performance indicator(KPI) is a measurement of your business success. They are closely related.
While tracking various metrics like new website visitors, time on page, bounce rates etc allow you to improve your marketing campaigns, KPIs that matter to decision makers often include things like:
- Cost per customer acquisition
- Number of new leads
- Return on ad spend (ROAS)
- Sales unnel conversion rate
How Can We Help With Your Digital Marketing
You must be able to strike a delicate balance between selling your products and providing information to your customers. Industry data shows that most B2B buyers prefer doing research online instead of contacting vendors for information. The reason is that they want objective details rather than someone pushing a sales agenda.
Therefore you need to strike a balance with your marketing methods. Giving value, earning trust and asking for the sale should be part of your marketing strategy mix.
If you are only focused on closing a deal without caring about your customer’s needs and concerns; then most of your potential clients will go to your competitors who provide reliable information about their buying options.
They will develop a trusting relationship with them and buy from them instead of you.
Organized digital marketing strategies for your B2B business in this technological era could be the turning point for your company. If you are looking for more information about how you can use digital marketing strategies to market your B2B business, give us a buzz here.