Marketing to a business is a lot different than marketing to individuals. People look for relatable, business looks for realistic. Your content needs to be less flowery and more to the point. But the business is still run by people, who like relatable stuff. So your campaign needs to be a mix between realistic (for the business) and relatable (for the people running it)
Well, it isn’t, or at least it won’t be if you take a note of these essentials that make up an effective B2B digital marketing campaign.
- Update Your Website
Your website is your brand ambassador; it tells potential customers all that they need to know about your business. They are gauging whether or not you are capable of making a good website for them, so it’s not just the words and aesthetics that they look focus on, it is the overall functionality that they look at. If your website is outdated, clumsy, too wordy, has an impractical layout, or lacks in any other way, your potential buyers are sure to turn away.
Another reason you need a good website is because no one wants to click through 10 different links to find your contact number — most people will give up after 2. They will simply click out of your website and into your competitors.
Nowadays, more people prefer to use the mobile phones to do everything, including looking up things. Not only that, Google has started ranking responsive websites higher than ones that aren’t. So keep in mind to make a responsive website, which is different from a mobile-friendly website. While a mobile-friendly website looks good on mobile phones, it usually has lots of glitches and does not cater to any other devices like tablets. A responsive website, on the other hand, adapts to all devices from desktops to tablets and smart phones and is functional.
- Optimize Your Content and Website for Search Engines
SEO is vital to your organization in the sense that, if done right, it can get your website to rank high on search engines, ultimately leading to an increased number of potential customers. Studies show that SEO is one of the top priorities of most high-growth firms; and for a good reason. When looking for something, people usually don’t visit a particular website (unless it is referred to them), but simply type in the term in the search box of Google and go through the pages (mostly only the first two or three) till they find what they need.
So, no matter how good your website is, unless you are ranking high on search engines, you won’t get as much traffic as you’d like.
Now, SEO can be separated into two components that make up the core of your SEO strategy: on-site SEO and off-site SEO.
- On-site SEO mostly focuses on keyword optimization. You use keywords or keyword phrases that the search engine crawlers can pick up on. These keywords — and how frequently they appear on your website pages — help the crawlers figure out how high or low too rank you; and although this is only one of the many criteria Google uses for ranking websites, it certainly is a start. So if your page doesn’t have enough of the keywords, or if your website is crammed with them, you won’t rank high on the search engine. Also, if the keywords you use aren’t relevant to the searches, your site won’t rank at all. So make sure to choose the keywords carefully and include them in the flow of the content.
- Off-site SEO is all the backlinks you get. So if another site mentions you and links your site, or if one of your customers mentions you on their social media, it all contributes to off-page SEO. The more people start linking back to you, especially if the people (or websites) are popular, the more search engines start recognizing you as a relevant and credible website. This will lead to your website being ranked higher and higher on the search engine algorithm.
- Use Social Media Platforms to Your Advantage
Social media, if used correctly, is a great boon to your brand. More than 50% of your customers are on multiple social media platforms, waiting for you to promote your brand. Share your blogs, interact with your audience, answer their queries, and build your brand on every social media platform you can.
But be careful with how you allot your time for each platform you choose, because some platforms are more useful to one niche than others. For example, Instagram is mostly used by celebrities and cosmetic companies while businesspeople like to frequent Linkedin. Also, the kind of content consumed by each platform highly differs (like Instagram is more picture-centric while Linkedin users prefer stats and informative articles).
However, simply posting things on separate social media platforms is not enough, you need to practice channel integration to give your content and brand more exposure. This means you need to share your content across channels rather treat each of your social media account as separate entities.
- Stick to Pain Points and Useful Content Format
One of the many reasons any business – whether a small-scale, family-run business or a fully fledged company with 1,000+ employees – looks to hire another company is because they have a problem that they can’t get around and need professional help with. These problems are called ‘pain points’ and these pain points are the ones you need to focus on if you want to get companies to hire you.
Research about your target audience and pick the most common or major pain points and aim to solve those in the content you write. Choose formats like how-to, lists, guides, question-based, etc. to convey these solutions to potential customers.
- Feature Past Clients in Your Marketing to Increase Referrals
The biggest points businesses consider before hiring you is whether or not you are good for them and if you will help them solve their problem. And there is no better way of proving this than showing your work. With the permission of your past clients, you can use their information to draw up case studies and success stories that talk about how your products and/or services have benefitted them is the best marketing strategy B2B companies can adopt.
Talking about your past clients has more than one benefit. Firstly, it increases your credibility because people like reading about people and relating to them. When a businessperson reads about another business stuck in a problem similar to theirs, they will continue to see whether the problem was solved. Once they figure out that you helped solve the problem, they go from being a viewer of your blog to a potential customer.
Another benefit that you can reap from this is getting referrals. Sharing stories about your past clients on social media leads to them sharing it in their social circle. When people see someone from their circle recommending your services or products, the chances of them choosing to hire you increases.
- Switch to Account-Based Marketing (ABM)
Usually, marketers include lead generation in their marketing strategy. And while it is a good strategy to use to generate as many leads, you need to get more personalized if you want to target specific accounts. This is where Account-Based Marketing comes in. Account-Based Marketing or ABM focuses on outbound marketing as opposed to lead generation that focuses on inbound marketing.
Basically, in Account-Based Marketing you focus on locating and targeting specific accounts. Once you have compiled a list of potential customers, you design targeted marketing campaigns based on their specific wants and needs. Since the pitch you make is highly personalized to fit them, these accounts are more likely to hire you.
So once you have a good amount of leads, switching over to ABM is a highly productive tactic.
- Test and Analyze Every Strategy and Campaign
Marketing, especially digital marketing is a dynamic field. It is not enough to come up with one strategy and stick to it; you need to constantly change it up based on the new trends and what your customers want to see. Testing out every strategy to see which works best is vital when you have a dynamic approach to marketing. Sometimes you will also find that various elements from different strategies work better together, giving you a completely new strategy that works perfectly for you.
It is just as important to analyze the progress of your campaign after you launch it as it to test a strategy before. Analysis gives you an idea of what is actually working, which part of your target audience is engaging more than the other and why. It also tells you areas of your campaign that need improvement and what you can include or exclude in the next campaign.
Digital marketing is growing and changing faster every day, digital marketing even more so; to get the most out of your B2B digital marketing campaign, to stand out among your peers, and to remain relevant among your target audience, you need a strong, dynamic strategy build on the basis of extensive, in-depth research done on your target audience.