Discussing B2B digital marketing with business owners is frustrating. They think digital marketing is something that works for B2C brands so they mainly focuses on traditional practices like cold calling, direct mails and trade shows. I’m not saying it doesn’t work but, according to a Pew Research Center Study, 58% of Americans search the web before making purchasing decisions. For B2B customers, that number jumps to over 85%, as reported by brainrider.com, so it is must to have B2B digital marketing strategy for your B2B business.
Here’s a guide to help you find your small business to be found, seen and heard online.
1) The website
Your website is your digital store and people are going to judge your business on the basis of your store. Ugly and slow websites just gives impression that the business is small and unprofessional. If you have a good website people thinks you are a good company. Make sure you have a good website to make a positive first impression of your company by having interactive content, engaging customer experience and easy navigation.
2) Knowing your target audience
Having clear understanding of your target audience helps to know for whom you are creating content. You need to find out what our target marketing is willing to read, what is of their interest. You need to add value everytime you connect with them.
3) Search Engine Optimization
First, potential customers must be able to find your company easily. In order to establish a web presence and place your site at the top of search engine results pages, you must have an effective search engine optimization strategy.
4) Content Marketing
One of the best B2B digital strategies a company can use to facilitate the sales process is to create content to equip the decision maker. Content marketing starts with blogging and every business should have their own blog to get more visibility, but in 2015 it evolved to encompass more than just having a blog for the savviest businesses. Content types like infographics, videos, articles, digital magazines, research reports, and gamification are used to not only build brand awareness and loyalty in the B2B space, but also to help drive consideration and purchases of a product or service in the B2B space.
Customers respond to relevant information and education, products and services come later. The more you share, the more you will be heard. Sometimes B2B buyers are pretty much decided on the solution, and maybe even the solution provider, they want. Consequently, what they’re really seeking from you is the justification, a business case to support their decision. Provide those rich media content in the form of infographics, Slideshare presentation, eBooks, videos etc. The following content marketing matrix by SmartInsights will help you understand the types of content.
5) Invest in Social Media
Many B2B businesses may see this as a waste of valuable time. However if you’re not active on social media, you’re missing out on remaining a thought leader within your industry. LinkedIn can serve as a powerful networking tool. Hubspot research shows it has a three-fold advantage over Facebook and Twitter for B2B lead conversion. Start by making sure that your presence on LinkedIn is strong and attractive to new connections. That means optimizing your personal profile and company page, as well as actively sharing valuable content with your network. Facebook advertising is also worth considering. Sidebar advertisements can be highly targeted towards specific online activities or interests. With many B2B businesses, the buyer personas often have a number of specific interests that can be entered into Facebook.
6) Paid Media
Paid media is online advertising using Google AdWords or Bing advertising which is sometimes referred as Search Engine Marketing (SEM), or Pay Per Click Marketing. Nielsen research in 2014 says, these ads are effective if you do it right. The best part of online advertising is, it is measurable and accountable. This means that it’s actually possible to calculate both a long-term and short-term value for how much revenue resulted from every incoming website visit. And it’s also possible to target a very specific part of your demographic for more effective marketing.
7) Email Marketing
Managing and increasing email list is possible using your CRM and landing pages on the website, social media etc. Once you have built good email list of your target, email marketing helps to generate new customers, and encourage customer retention by keeping them in the loop. Targeted emails prove to be much more effective than sending the same email to every single contact every campaign. Email tools like Mailchimp or Sandy allows to choose certain audiences to send particular messages or offers, you can provide extra value to your customers.
8) Conversion Tracking and CRO
Conversions are one of the most powerful metrics advertisers have when it comes to determining the success of their digital advertising programs. Google Analytics provides these metrics and metrics derived from clear analytics strategies will power key decision making in determining whether a campaign is trending to be a success. For Conversion rate optimization you need to see what is working best for you. As Pareto rules says, 80% of the online business is done by the 20% of your online marketing efforts and 80% of your online marketing efforts brings 20% of the online business. So you need to find out what 20% is working best for you.
Marketing automation software’s such as Hubspot and Marketo helps us to automate marketing messages and campaigns. Automation allows marketers to capture, nurture, and close leads through a tied-together system, creating a more effective marketing funnel overall. It is important to find what works best for your business before buying these expensive software’s.
There is a lot to learn here, and with rise in new technologies and usage of internet, internet platform for marketing is a must. Things are moving fast and there is a good opportunity for B2B marketers to capture more share. The key to successful B2B marketing is in creating valuable content, targeting the right people and spending time focusing on opportunities that yield a high ROI.
Read our well researched article on www.scopeweaver.com to know more.
Contact our team to know how we can help you effectively design digital marketing strategy for your business.