Today digital marketing is used by businesses in all areas. The key benefit of digital marketing is that it allows to directly communicate with prospects.
Marketing in the online world is based on the content that you deliver to clients, partners. So, this approach is focused on creating and distributing relevant content to attract an audience and drive profitable action.
B2B marketing tactics differ a little from the B2C approach. Usually, B2B content marketing involves more complicated purchase funnels, but still, the end goal remains the same: to engage potential and actual customers to drive sales and boost awareness.
Digital marketing gives more flexibility and differentiation within campaigns. Plus, it has several more benefits:
It is cost-effective
If we compare online marketing to more traditional marketing strategies, it is definitely cost-effective. Investing a little, you get impressive results and the best ROI for your activities.
It is easy to evaluate
There are lots of analytical tools allowing to measure and analyze the results of any particular campaign. Everything you need can be measured to evaluate the effectiveness of the campaign: conversion rate, open rate, time spent on website pages, etc. Thus, you can only use strategies that lead to the highest results.
It increases brand awareness
Thanks to keywords and diversity of channels for reaching out you can attract a wider audience, meaning potential customers will easily find you and information about you.
To get things done and get the first results you need to prepare well. B2B marketing strategies require lots of effort, proper planning, and commitment. These are the primary steps you need to take:
- Setting goals – includes your end goals and purposes of every campaign and your marketing goals in general;
- Creating strategy and defining tactics – creating a proper strategy with timing and possible and what is more important desired outcomes;
- Understanding the sales funnel – it is important to know exactly the parts of the sales funnel, to understand where to push communication with the customer.
- Choosing the best channels and tools – you need to select the best tools and channels that work for your business.
We are going to talk more about channels and tools B2B marketers can use to reach their goals.
Search engine optimization
SEO is designed to boost your business website’s rankings in search results with the help of keywords. You can create content related to the industry your business is in and fill it with keywords and phrases. Pay attention to creating relevant titles and headings, so your audience could easily find the needed content.
Another option here – is to contact other websites with a high ranking to place the link to your content. The more links you have from authority resources, the higher your website ranking will be.
Email marketing is a very effective method to drive sales and generate leads. The only thing with B2B email marketing is that it focuses more on providing information and building relationships.
Try to start with the weekly or monthly newsletter. Send out different insights, highlights, and tips to your subscribers relevant to your industry in general and your services in particular. As they will move forward through the funnel, change your focus on how your company can help solve their problems.
Create a LinkedIn profile page
Your B2B marketing strategy should include LinkedIn. It is the primary social media platform for B2B with hundreds of million users all over the globe.
LinkedIn is great for:
- creating and distributing content;
- communication with actual and potential customers;
- lead generation;
- connections and networking.
Small tip: automate LinkedIn processes with the LinkedHelper tool. The instrument allows creating optimized workflows that perform different activities: from collecting profiles’ emails for your email campaigns to send personalized messages to your connections.
Make LinkedIn a part of the digital sales strategy and you’ll see how great it can be.
Websites and social accounts with video content get an increased engagement rate. People tend to spend more time on the pages watching videos. This type of content also is ranked high by Google and improves your conversion rates.
What to make videos about? Show your expertise, talk about your products and services, create short lectures and webinars. There is no limitation.
Today, in the era of digital, devices and the Internet, it is almost impossible to avoid online marketing. Even B2B businesses found it effective, straightforward, and convenient. That is true, digital marketing, with a professional approach, can take your business to a new level, increasing the number of customers, profits and making your expenses less.