The digital era has revolutionized how B2B digital marketing and communication work. Today, every corporate must adopt a fluid approach and work on digital marketing strategies that will exceed customers’ expectations. When it comes to businesses being your audience, you have to have a different approach to promotions and advertisements.
What do you mean by B2B digital marketing strategy?
All the digital marketing strategies, campaigns, and content creation for businesses and organizations is known as B2B marketing. It is a fluid approach that an organization uses to sell services and products to other businesses. In a B2B digital marketing strategy, one does not focus on an individual consumer but a whole organization for desirable outcomes.
Successful B2B digital marketing strategies for your business
A marketing approach varies from audience to audience. B2C marketing is definitely different from B2B marketing and every B2B digital marketing campaign is different. Reaching your target audience requires the use of business-appropriate strategies that work for you, not others.
Let’s take note of different effective B2B digital marketing strategies:
If you do not have the audience segmented, you are doing it wrong. The first and foremost, step is to focus on the right audience. Your digital marketing campaign is a waste if you are not prioritizing potential buyers over the general audience.
With a strong B2B digital marketing strategy, it’s possible to concentrate and target the core audience and limit your premium marketing material to potential buyers. Try creating buyer personas, jot down their likes, dislikes, keep track of their buying habits, and see how they respond on social media platforms.
Invest in a responsive and credible website
Any business with no website in this era seems skeptical. A website is more than presenting the audience with information. It’s a visual presentation of your personality, your business’s selling approach, your product’s quality, and your customer service.
An unresponsive and blank website scares the customers away. An engaging and interactive website is one with compelling content, visual graphics, positive reviews, testimonials, your address, service info, the story behind the business, and so on.
A responsive B2B website must have the following aspects:
Focused on potential buyers
Make sure your website’s content addresses the issues that potential buyers are facing. One way to lure customers is to give a prompt, reliable, and direct solution to their problem.
We can’t stress this enough. Almost 80% of people use portable devices, such as a tablet or a smartphone to navigate through websites. Make sure your website is mobile-friendly and has a low run time.
Content with call-to-actions
Increasing the conversion rate requires adding call-to-actions next to the content. Buyers do not prefer navigating through the pricing and contact pages. Adding price, demo, and other call-to-action buttons can help the buyers to find what they are looking for quickly.
Value reviews and testimonials
Let the customers speak for you. Make a separate webpage for positive reviews and testimonials so future buyers can see what the previous customers have to say about their experience with you. Adding valuable testimonials is a digital marketing strategy that costs nothing.
Link your website to all social media platform pages
Believe it or not, nothing drives organic traffic more than social media platforms. You must be active on all social media platforms. Apart from engaging with the audience regularly, make sure you drive traffic to your website by linking all your social media accounts to the website.
Adding a ‘share to Facebook’ or ‘Post on Instagram Story’ button is one example to link your website and social media.
Share relevant yet credible information on your website
A blog to address relevant buyer problems is a good way to let the audience know you have experience in the industry. Sharing information through blog posts and microblogging educates your audience while increasing website traffic. It also creates a sense of trust among the audience. It shows that you are not here to sell your product but to educate what you know about the industry.
Keep a check and balance
Do not rely on outdated content and website configurations. Take some time out to add new content and assess your website’s run time, responsiveness, and speed regularly.
Emphasize on Search Engine Optimization
Make your website visible to the internet through SEO. SEO is a complex term divided into two segments: on-page SEO and Off-page SEO. Let’s discuss some of the factors that influence your website rankings:
Add product-relevant phrases and keywords that communicate your concept to the world. One keyword on their search bar can lead them to your website.
Guest blogs and outbound links are a great way to increase engagement. While on-page SEO drives traffic to your website, off-page SEO works to authorizes your website so that it’s recognized globally.
Allocating budget for pay-per-click (PPC) Campaigns
PPC campaigns target a new audience and utilize different platforms to advertise your website and to spread your content to new users. Of course, you have to have a budget for it but it is a digital marketing strategy B2B that we can vouch for. PPC campaign is an effective tool when it comes to generating leads, increasing conversion rates, and building business awareness.
An active presence on social media platforms
More than 60% of the buyers check out social media pages before investing in a product or a service. Social media is like the internet, having information and content of its own. Therefore, people look for testimonials, recommendations, referrals, and reviews there.
If you do not have a business page on Instagram and Facebook, you are missing out on a lot of audiences. Engage actively on social media platforms with your audience and always link your website to the official pages. Use cross-promotions to improve website rankings and increase views on blog articles.
What can you get out of using social media platforms?
Here are some useful things you get out of maintaining an active social media presence:
Current industry Trends
Want to know what’s working out and failing for your competitors? Use social media platforms to prosper your business in the industry. Eventually, you will learn to go by rules and current trends.
Information about new-ins in the industry
People talk about everything on social media. Search for relevant keywords to know all about hot topics/products in the industry.
Get to know the current buyers’ issues
People are social enough to address their problems on social media. Observe all the problems that people are addressing. A close inspection of buyers’ issues allows you to work towards a pain point solution.
The marketplace of your service/product
Want to know your product’s worth and place in the market? Head over to social media platforms and read all the reviews thoroughly. Get valuable feedback and updates from customers. You can also observe complaints regarding your product/service and improve in the time being.
Get positive feedback
One good thing about Facebook is that you can get all the feedback you want in terms of reviews. All the reviews are mentioned on your page. Thus, making it easy for you to read them.
Make whitepapers and case studies accessible to the audience
Social media platforms allow you to publish case studies, in-depth reports, and whitepapers on your page so that future buyers can see how you work professionally and carry out document work. Posting case studies provide evidence that you provide each customer with a solution pertaining to their problem.
Improve credibility through video testimonials
Your marketing strategy is outdated if it does not include video marketing. Product videos, client testimonials, and demonstration videos have become an integral part of marketing for every business. It improves an organization’s credibility and builds trust among the audience.
Easy access to demonstration videos
Reading book-long instructions and losing oneself in demonstration manuals is what the customers hate. Nowadays, customers want easy demonstration videos to get started with the product right away. Social media allows you to provide links that redirect a buyer straight to short instructional and demonstration videos.
Survey buyers and audience
B2B digital marketing strategy is data-driven. The only way to target the right audience is to review and survey them. How can you know accurately a buyer’s interests, likes, and dislikes without reading their opinions on your product or service?
You gather tons of data and new information through review applications and surveys. Other than that, surveying your buyers means you are insightful and serious about your product’s marketplace and the audience’s feedback.
Videos go more viral than pictures. More than 65% of the internet audience claims to be visual learners. Videos are inspiring and incorporate an organization’s story better than text. It urges the audience to take immediate action.
Gone are those times when people spent hours sharing promotions. It is a digital era where referrals come from strangers and clients. A business must not stop at reviews and testimonials. Providing social proof of one’s reputation can make you a thought leader of the industry. Online referrals by strangers increase brand recognition.
Redefining target audience mid-campaign
You can observe analytics to fine-tune your digital marketing campaigns. For instance, the Google analytics tool lets you find out the results of the campaign. If the results are not desirable, you can change the target audience mid-campaign.
Content of email newsletter
Email newsletters provide users with information on general topics relevant to the industry. Subscription to the email newsletter is free and you can even add the element of advertising to promote your brand.
Unless you keep your target audience in mind, your B2B digital marketing strategy can’t produce results. Your marketing should reflect how you can help other businesses and provide them with viable solutions.
If you are looking for ways to engage your audience and drive people through the funnel, Bython Media can help. With effective content marketing and lead generation solutions, your company can be nurturing your existing client base and reaching new clients. Contact us today.