The digital world is a place that constantly evolves. And to remain relevant, businesses need to continuously pay attention to the coming advancements and updates. Same applies for B2B (business-to-business) businesses. When it comes to B2B marketing, their sales strategy and ability to create a reputable and authoritative brand is critical. For that, they need a powerful B2B digital marketing strategy.
Thus, we have compiled a detailed B2B digital marketing strategy to help improve their brand, reputation and the bottom line.
Forming a Powerful B2B Digital Marketing Strategy
Make use of Marketing Automation:
Marketing Automation has proved to be the most effective tactic for B2B businesses in the past. It offers an automated way of nurturing and scoring leads with relevant content along the path to purchase. Yet many businesses initially don’t understand the importance of it.
Studies suggest that B2Bs are all about leads when it comes to using marketing automation tools. Significantly, their key marketing automation objectives were: improving lead nurturing, enhancing lead quality and uplifting lead generation. Thus, it becomes vital for new and small B2Bs to incorporate marketing automation for better results.
Content Marketing is Imperative:
B2Bs are moving towards content marketing than any other form or technology of digital marketing. In fact, nine out of ten B2Bs are investing in content marketing services for the sake of generating leads. Further, CRM and Marketing Automation allow marketers to track content marketing activities to leads and revenue.
While blogging is coming in use to drive new visitors to a website, whitepapers and webinars signups allow businesses to nurture their prospect database. Additionally, whitepapers and webinars are two of the excellent methods for creating authority and credibility. Hence, it becomes a tactic that businesses shouldn’t ignore at any price.
Virtual Reality Is the Coming Digital Buzz:
Virtual reality technology is in its development stage which is creating ambiguity among marketers. They are reluctant to completely incorporate Virtual Reality in their marketing strategies.
But, Google has already started making use of VR as it now gives a virtual tour on Google Earth. Added to this, Google is monetizing VR as every YouTube video is VR compatible. This means VR monetization is already here!
But before imagining VR for B2Bs, they need to more personalized, targeted and specific. This means B2B may face a few issues while getting off the ground with Virtual Reality Advertising. But it doesn’t mean it’s impossible.
Use Social Media for Maximum Reach:
For B2B businesses, the ideal social network is LinkedIn. Here you can run targeted media buying campaigns via LinkedIn Ads.
While LinkedIn should be the top priority, there is no harm in exploring other major social media platforms as well.
Dive into the digital social world and see if any of the social media platforms resonate with your business. Even if it doesn’t, you can make use of content curation strategy to stay active on other social media channels.
Leverage Mobile Marketing:
In late 2016, Google announced that it will prefer mobile-optimized sites over desktop sites. This signs that businesses should get ready to be mobile-optimized.
Many B2B buyers use their mobile phones as an extension of the desktop. And they expect the journey to be to seamless and smooth across all devices.
In order to meet this evolution of device behaviour, B2B organizations must re-envision their mobile experience across marketing and advertising channels.
Email Marketing should be a Priority:
Email marketing is still the number one point of contact between two businesses doing business together. If it used sensibly, can single-handedly build your business and bring more prospects.
An email will remain an email but translating B2C email campaigns to B2B counts as a huge pitfall. When using email marketing for B2B, the focus should be on professional email marketing and channel-specific knowledge.
To say the least, it is still considered as the workhorse of B2B marketing which brings conversions and adds value to the customer lifecycle.
If B2Bs aren’t taking these tactics seriously, they are already behind the curve.
It’s time for them to build an effective B2B digital marketing strategy if they really want to stay ahead of the competition. They need to let go traditional methods and adapt to innovative strategies.
They can make use of modern digital platforms like VR, social media, video sharing, podcasting, etc.