If you’re in the business-to-business (B2B) space and have tried your hand at marketing, you know that finding the right audience, in the right industry, who are primed and ready to become a client is no easy feat. In order to succeed, you need to be able to adapt and evolve with the times. One of the best ways to do this is to focus on your digital marketing strategy. After all, more and more businesses are conducting their operations online, which means that there’s a massive opportunity for you to reach a wider audience and deliver your product or service in a way that’s convenient for them.
When it comes to engaging with customers in the B2B digital journey, it’s critical to remember that it’s not a one-time journey. You need to follow the person around the internet and understand which social platforms they are using and for what purpose. From initial contact where the customer is learning about your brand, to getting them to care, and finally to convert, you need to spend time with them. This means creating content relevant to their interests, engaging with them on social media, and providing a great customer experience, no matter where they are in the buying process. From a technical perspective, you also need to have the tools in place to be able to properly target, and remarket to, those potential customers.
Customer journeys are common among B2B clients. Some people may skip a few steps of your initial marketing efforts, while others might want a high-touch, consultative approach. Communicating through multiple platforms and spending more time with your clients allows you to demonstrate your product’s benefits over and over again. It only makes sense to give potential clients a variety of ways to interact with you, and only having a single touchpoint is a huge missed opportunity for your business.
Market research firm FocusVision discovered that the average B2B buyer consumes 13 pieces of content during their journey. The 13 content pieces break down into an average of eight vendor-created pieces and five from third parties. This content ranges from social media posts to videos to blog posts, white papers and customer testimonials to reviews and analyst reports, and reaffirms the importance of spending time with your clients.
One of the most critical aspects of digital marketing is creating compelling content. This includes blog posts, infographics, videos, whitepapers, and more. The goal is to educate your target audience about your product or service in an exciting and informative way without being too salesy. It takes time to develop a relationship, and developing relevant, valuable long-form content may not necessarily relate to conversion, but that’s ok, you’re still building trust. Remember, people don’t like feeling like they’re being sold to. If you can strike the right balance with your content, then you’ll be well on your way to success with your B2B digital marketing strategy. The best content can also serve as a lead magnet, which is simply offering content in exchange for a user’s contact details, so that you can reach out to them with direct communications such as email.
Marketing budget spending is shifting, and the cost to acquire and value is not one size fits all. As mentioned, it requires investment and time, and if you don’t have a budget where you’re prepared to fail for a few months, invest it somewhere else. Most of all, treat your marketing budget as any other investment you make into your business, over time you will see the returns continue to roll in.
Consider this scenario. Several of your clients are worried about the Suez Canal blocking up and the impact on their business. This is when it’s time to be proactive and step up to show them how they can avoid the blockage. Whether it’s general guidance like an EDM providing steps on how to navigate the scenario, or a timely incident of customer service helping them through this issue, it’s the reassurance and advice during a time of crisis that clients will remember.
There’s a lot of anxiety and stress concerning the supply chain, but you’re the experts, and you can use this knowledge and turn it to an advantage. Seek opportunities where you can, where others are afraid to, and get ahead of your competitors. If there’s one thing you can do for your clients, it’s being useful and solving problems.
When it comes to thought leadership in the B2B digital journey, don’t just pay lip service. Media amplification is key, and you need to ensure your contacts in the media know about your latest article, speech, or whitepaper, and that it’s promoted through social media and other channels. Not only will this help you build your brand, but it will also make the media source more likely to work with you in the future.
The first step in any good marketing strategy is understanding who your target audience is. This is especially important in the B2B space because businesses operate differently than consumers. You need to have a good understanding of what kind of business you’re targeting, what their needs are, and how you can provide value for them. Only then can you start crafting a compelling marketing message that will resonate with them. You also need to understand the roles and job functions within the industry, and who the most likely key decision makers are. You’d be surprised how often the CEO isn’t actually the one who holds the cards, even though they may sign off on the final decision.
Digital marketing for businesses is all about using technology to reach your target audience. However, it’s important to remember that technology is the servant, not the master. It’s crucial to use digital marketing techniques that are relevant and effective, rather than simply relying on trendy tools and strategies. While marketing technology has come a long way in the last decade alone, it’s important to remember that the simplest way to succeed is making sure engaging content is delivered to the right audience, how you do so can constantly change but this will always remain true.
Location data is becoming increasingly important for businesses of all sizes, and it’s something that you should definitely consider when developing your B2B digital marketing strategy. By customizing your marketing messages to specific micro-locations, you can reach the right people with the right message. This can be done through geo-targeted ads, customized content, and even personal interactions with potential customers.
Location-based marketing is especially important for businesses that operate in multiple markets. By tailoring your marketing messages to specific locations, you can ensure that you’re reaching the right people in each market. You can also use location data to improve your overall marketing strategy by understanding which markets are most profitable and which ones need more attention.
These are just a few things you need to keep in mind if you want to create a successful B2B digital marketing strategy. Remember, the landscape is constantly changing, so it’s crucial to stay up to date on the latest trends and best practices. By following these tips, you’ll be well on your way to taking your business to the next level.
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