How to Boost Your B2B Digital Marketing StrategyHow to Boost Your B2B Digital Marketing Strategy https://www.get-clicked.com/wp-content/uploads/2019/06/strategy-1024x538.jpg 1024 538 Olena Narodzonek https://secure.gravatar.com/avatar/f9e02ab5f97da2887fb3bf6318b2b266?s=96&d=mm&r=g
When we think of marketing, the first things that come to mind are probably some of the most known marketing stories like Coca-Cola’s #ShareACoke campaign or Dove Finds Beauty in Everyone. But the truth is, marketing is just as important in the B2B world as it is in the B2C one. Experts point out that many B2B businesses fall behind when it comes to engaging into digital marketing and much can (and should) be learned from their B2C peers. This lack of engagement (and knowledge) on how to properly execute digital marketing strategies is both costly and a waste of legitimate business opportunities.
Important Conclusions from top-performing B2B Businesses and Marketing Agencies
1. Technology doesn’t overcome the need for good quality and engaging content and a well-crafted strategy.
2. Audiences want to see their values reflected in the brands they work with and demand a more transparent digital experience.
3. Organizations are prioritizing organic growth and driving demand for their brand.
Consequently, as a B2B business, how can you tackle these points in a way that will not burst your budget, works efficiently, and, most importantly, shows results?
Follow these steps for successful B2B Lead Generation
Effectiveness and quality of your digital marketing campaign will greatly depend on your approach and budget. Here are a few steps on how to approach B2B lead generation in an efficient manner.
1. Create good quality content. Produce better content, not more content. Do your research to make sure that your content is relevant, engages your audience, and brings your brand values across. In parallel, in a seamless (never intrusive) way, share your content on social media, compile a mailing list, optimize search and make sure all your content is easy and interesting for your readers to share.
2. Create broad, yet targeted campaigns focused on introducing people to your brand, product or service by running awareness ads. The ability to define target demographics with great precision means you can invest in campaigns that are far more effective. You can do so through Google as well as through your selected social media platforms. In most cases, you can even refine your campaigns mid-target should you see they need some tweaking.
3. Unleash the potential of social media to your advantage. This might seem like a no-brainer nowadays, yet many companies do not use social media to its full potential. According to experts, marketers often forget that business customers are people too, meaning they use the same apps and are subject to the same human instincts as B2C customers.
According to Content Marketing Institute, LinkedIn is the social media platform of choice for 92% of the marketers. You also shouldn’t forget your strongest potential advocates – your employees. A recent study showed that “Messages shared by employees reached 561% further than the same messages shared on a company’s branded channel”
4. Get personal. B2C brands have gone far and beyond trying to create personalized messages for their customers, whereas many B2B brands trended more towards account-based targeting. If you want to get results, creating personalized messages is not optional. There’s nothing worse than to be contacted by a company through a template where the only thing that makes your message different than the one sent to another lead is your name. It’s important to remember that in the B2B world, it is still people who buy your products or services and not personas or segments.
5. Invest in videos. Video presents a huge opportunity to engage in B2B businesses online. Analysts foresee video will represent 82% of all consumer web traffic by 2022. According to experts, many companies rather focus on lead generation, performance, and metrics as the main goal of their B2B marketing campaigns, instead of investing in ‘alternative’ channels promoting the brand. Whether B2B companies are ready to admit it or not, video plays a key role in the marketing funnel when used to drive awareness, generate interest and build a strong customer relationship.
6. Stay Connected. Do your best to get your prospects’ contact details to be able to recontact them later. Using a CRM system can help tremendously in your quest to manage prospects & leads and all the related activities you undertake to contact them. That said, don’t forget to follow-up on your activities! If you are running a webinar, get your contacts excited by sending engaging reminder emails. Same goes for newsletters, cold calls and other techniques – follow up and get your audience excited about your brand, product or service.
7. Tweak your campaign and retarget the leads if they do not convert.
8. Repeat from step one.
Create marketing funnels that are tailored to your audience
Companies that specialize in offering marketing services, like Get-Clicked, create, set up and effectively manage marketing funnels. In case you are not familiar with the concept of a funnel, the main idea is to systematically route people to specific content based on how they have interacted with your brand in the past. All this is done to increase the likelihood that they will convert or come to the outcome you want, like lead or sale.
Help your customers achieve their goals
As a marketer, your aim is to generate leads that convert. But as a customer, your aim is to find something that is valuable to you, all the while having a meaningful return on investment (ROI). This means that you, as a marketer, must develop a marketing strategy that can help your customer deliver impressive on-target results. To achieve that, your marketing strategies must include efforts to educate and support customers and focus on how your products or services will make a customer’s job better.
Don’t forget about the User Journey
As B2C users, we are used to having a sleek, effortless and intuitive experience and there’s no reason why our B2B customers would expect anything different. Even though it is important to build a solid marketing strategy, it is equally important to make sure it is executed correctly. For instance, when you click on your ad, can you find the content the ad said you would or do you have to navigate three levels deep into your website? Have you tested your landing pages to make sure they work on mobile? Go through the process like an end user and ask yourself if it feels intuitive. If there are any points where you feel that something is confusing or missing, fix it.
Test, test, and test again
Everyone makes mistakes and there is no guarantee that your first strategy, campaign, messaging, promotion, etc. will be great. For every step we described above, remember to test and try different things and approaches. Collect relevant data when you can and adapt accordingly. Do your best to eliminate your personal bias and let the data-driven results lead your way. At Get-Clicked, this is the successfully proven method we work with to deliver the best results to our clients.
The first thing that B2B companies should realize is that digital marketing is hard. Don’t get the wrong idea, it can be an incredibly effective channel, but it’s not viable to simply run a few ads and expect to get tons of new leads or sales. You must have a solid strategy, develop a plan, implement a solution to enable you to execute your plan and then review results so that you can improve and potentially redefine your approach.
When done properly, digital marketing can and will bring great results!
If you are running ads on Facebook, LinkedIn or Google, make sure that your ad, as well as your audience targeting, is relevant. It’s important to know that to effectively leverage digital channels, you need to put out quality content and really get to know your customer. If you don’t, it might be better to avoid the medium altogether.