When companies think about B2B marketing, they often think about outbound and direct techniques – approaching potential buyers in person or direct messaging/calling. However, in 2021, that’s not nearly enough.
Instead of relying on word of mouth and references, most buyers do a quick Google search to find and evaluate a company, so you need to be at your best with digital marketing if you want to stay competitive.
But which B2B marketing tips are essential for staying ahead of the competition? We’ve compiled our top 10 essential B2B marketing strategies that will not only help your company keep up with the competition, but also help you get the upper hand.
- Research, research, and research!
- Focus on your website
- Content is king
- Work on your SEO
- Don’t ignore social media
- Experiment with paid ads
- Reuse, reshare
- Personalize the experience
- Referral marketing
- Influencer marketing
Research, research, and research!
The first step to any strategy is proper research. You need to understand your audience and find out what your competitors are doing. Keep tabs on your competitors and find out the pain points and interests of your target audience. Simply put,
- Find your target audience
- Follow your competitors to find out what they are doing
- Find your audience’s pain points and provide solutions
- Stay connected to your audience through social channels
As a B2B firm, you will need to completely understand who your buyer is and how your products or services help your target demographic. Thorough research and targeting will help you dramatically when it comes to connecting to your potential buyers.
Focus on your website
We are going to assume you already have a website since it’s 2021 and a website is your digital kingdom. If you still don’t have one, you need to get one right now.
Most potential buyers will try to find your website when they hear about your company. According to experts from ConsumerBase.com, it’s the best way to showcase your brand, personality, services/products, and the quality of your work.
The first impression is the last impression when it comes to company websites. If your website looks messy and unprofessional, your potential client will probably exit immediately.
You need to invest in your website and make it more appealing for customers. Provide all the basic information on your website, including (but not limited to) an About Us page, contact information, services/products you provide, customer testimonials, and prices.
Content is king
Content marketing is a great way to grab your prospective clients’ attention. Make sure your website content is simple, informative, and to the point.
However, actual content marketing begins when you start your company blog and a newsletter. Your blog provides an opportunity to publish informative content that appeals to your audience and solves their problems, which in turn builds authority for your company and brings in more potential customers to your website.
Work on your site’s SEO
If your main issue is website not showing up on Google, you might have a problem with SEO. Basic Search Engine Optimization will go a long way. With a search engine optimized blog, you increase your chances of being displayed at the top of search engine results for keywords related to your industry. This will bring in more visitors to your website/blog that can then be easily converted to buyers (depending on your Conversion Rate Optimization (CRO) efforts).
Don’t ignore social media channels
How do you connect with your target audience? How do you find out what they like? How do you see what your competitors are talking about? Social media.
Follow your competitors closely to see what they are posting and what their audience responds to. This is how you find attention-grabbing content for your social media channels and connect with your audience on a whole new level.
Experiment with paid ads
Of course, this is going to take up a piece of your budget, but paid ads can increase your brand visibility and bring in more clients to your business. When you run ads on AdWords, Facebook, and other channels, you dramatically increase your company’s digital visibility and increase brand awareness. Got any quality content? Try promoting it on Facebook. Don’t be afraid to experiment.
Since you are going to be creating a lot of content for your blog and website, it’s only smart to reuse your content on different channels. You can create smaller email newsletters for your blog content, share blog excerpts on your social media channels, and even create SlideShare projects or infographics from your published content.
Personalize the experience
Both B2B and B2C marketers engage in one-to-one marketing that personalizes the entire experience for the consumer. Buyers today require a more personal connection with your business instead of a professional one. So, connecting to your prospective buyers and clients through social media, email, and the phone shows them that you understand who they are and what they want, especially if you manage to use the available data about your prospects to offer them valuable content and personalized deals at just the right time.
Referrals don’t only come from clients. B2B marketing has evolved since the advent of technology, and now strangers online may refer to new businesses if the company’s reputation is solid. Content marketing and reviews from real clients on review aggregators like G2Crowd will help you build your authority and gain people’s trust even if you haven’t worked with them directly.
This one is quite simple. If you want to place ads that actually grab people attention then influencer marketing is the way to go. These can be Instagram influencers, Facebook celebrities, or LinkedIn heavyweights.
If these influencers talk about your business or services and share them with their followers, you will get a whole new inflow of visitors to your website. Not only do you get social proof, but you also get a positive review from an industry expert.
In the end
B2B or B2C, you need to assess your strategies and constantly improve. When it comes to marketing, you should never get comfortable with what you have or do.
The world of digital marketing is evolving rapidly, and the only way to stay relevant in this digital economy is to adopt new techniques and improve your marketing efforts. Some of these 10 tips may sound basic to you, but only by combining, implementing, and experimenting with all of them will you get the best results.