5 Highly Effective, B2B Digital Marketing Strategies
The B2B Digital marketing space is considered an emotion-free zone where customers make logical buying decisions based on quantifiable positive results.
The main question on decision-makers’ minds and one that you need to address is, "How will buying from you help our business grow?"
They are looking at their budget, return on investment, and profits.
Your success will be pegged on your service or product ability to positively affect your customer's business. Will you be saving them time, resources, or money?
The B2B digital marketing space is an exciting but challenging environment that you can excel in if you know what to do.
Here are five highly effective B2B digital marketing strategies you can employ.
A marketer who is only thinking about his own bottom line will push their services in the client's face only to be met with rejection.
They failed to evaluate the client's needs and tailor their services accordingly.
Start by conducting detailed research on your targeted customers.
It will help you know your prospect, understand their pain point, and how your product stacks up against the competition.
You'll then be able to tweak your product and tailor it to address the gaps in their existing solutions. You need to show how your product or service fits and benefits their business.
By combining this strategy with the ones we will share below, you can then create a niche-driven strategy for other businesses in that industry.
Specializing in a particular industry eases marketing efforts as you'll have inside-out understanding knowledge that may make you the go-to expert.
2. Cold Calling
Cold calls remain an effective strategy for getting in touch with decision-makers. But it only works if you do it right.
Most people don’t have any patience for cold callers. You'll most likely have under 20 seconds to capture their attention or lose it.
Use the time to offer a compelling solution to the challenges they face. Your ability to solve their problem may bring you halfway to closing the sale.
Avoid making the call truly cold. research the prospect and their business first.
People prefer dealing with a knowledgeable person who shows an interest in their opinions or problems over a high-pressure cold call from some telemarketer.
What if the person says, "send me more information"
What they are really trying to do is to get rid of you without being rude.
Rather than hang up, drop the email, and wait with your fingers crossed, use the opportunity to get more information from the prospect.
You can say, "I will, but I want to be sure that I only send you relevant information. Could you please tell me _______?"
This follow-up question opens the near-shut conversation to more exploration.
Tread carefully and keenly listen to their answers as this will provide insight into the problems they have.
If the prospect cuts you off by insisting that you email them the information, thank them, and send the info.
3. An interactive Website
Your website is most likely the first point of contact other businesses will have with your company.
It's the best platform for a business to accurately and concisely talk about their solutions, share testimonials, and answer queries.
Companies interested in B2B digital marketing must view their websites as their best salesperson yet and equip them accordingly.
It works round the clock providing visitors with information encouraging them to engage further, and improving your revenue generation.
If you haven't developed or optimized your website, it's time to do so or you’ll continue missing out on leads that can be nurtured into sales.
You can improve your website’s appeal and online visibility by:
- Optimizing specific keywords that revolve around what you do
- Create a clutter-free layout that’s optimized for mobile use
- Include your client portfolio and testimonials (from influential people where possible)
- Include location and contact information
- Post useful content regularly (more on this below)
- Guest post on other reputable sites
- Include a live chat for prompt response to questions
4. Use LinkedIn for B2B Marketing
Most companies operate social media accounts across multiple platforms, which are time-consuming and aimed at the wrong audience.
For B2B marketing, narrow your focus to the business-centric and LinkedIn platform.
Research shows that this professional network generates up to 277 percent more B2B leads than other social media accounts.
Start identifying potential customers and connecting with them. Any content that you post will be visible to your connections, exposing your brand's services and products.
You can invest in LinkedIn Premium to receive possible leads based on your company's specifications and send your prospects Sponsored InMails.
LinkedIn offers businesses plenty of ways to generate business including:
- Showcase Pages that allow you to target specific consumer segments to deliver targeted content to them.
- Native Video feature to help improve your brand's authenticity and stream your services.
- Lead Gen Forms that automatically fill in a potential lead's profile data when they click on your sponsored content ad. Once they submit the form, you'll receive their name, contact, job title, company name, and location.
5. Prioritize Your Audience's Informational Needs
Successful B2B content marketing prioritizes your customer's informational needs over your self-promotional messages.
At any one time, prospective buyers are at different stages in the buying process.
Content is only King if it helps the prospect feel like the information provided is about them and not you.
At the awareness stage, buyers are searching for educational content such as social content, blog posts, ebooks, and video. This group isn't ready to buy yet, but the information supplied may convince them to take the plunge.
At the evaluation stage, the prospect wants to know that you know your stuff. Live webinars and white papers help stamp your authority as an industry leader.
Those who are in the purchase stage are looking for trial offers, demos, product info, and case studies. They are ready to buy but want proof that what you're selling will suit their business.
While B2B marketing comes across as emotion-free, decision-makers are human, and emotions can influence their decisions. Especially if they see personal value in what you're selling.
By researching prospects, making cold calls, updating your website, using social media, and using targeted content, your digital marketing efforts will yield returns.
What digital marketing strategy works for your business? Let us know.