Digital marketing is now a major part of every B2B marketing strategy.
Before the pandemic arose, online marketing was proving to be more relevant every day. But amidst the social restrictions, it has become virtually the primary way for businesses to market their products and services.
And while plenty of B2B companies are navigating the seas of digital marketing smoothly, but many others are out of their depth. Overwhelmed by the number of tasks, channels, and digital tools they now have to handle, and may not know how to even begin mapping out a primarily digital approach.
If you can relate to them, you’ve come to the right place.
We have put together a step-by-step guide for anyone beginning to dive into the B2B digital marketing world. Below, you’ll find the central tactics of online marketing and learn how to put them into action one step at a time. Enjoy!
I know, I know: like every business person out there, your ultimate goal is to generate profits. However, you’ll need to find more granular goals to plan an effective B2B digital marketing campaign.
Are you looking to raise brand awareness? To generate more leads? Or do you wish to boost customer retention?
As you start to define these elements, you should look at your business’s short, mid, and long-term objectives to see how you can get closer to them. If you are already on track, a great starting point is to identify leaks in your sales funnel and explore how to fix them.
As you may know, a buyer persona is an accurate representation of your ideal customer.
Yes – accurate: it’s not based on loose thoughts and sweeping generalizations. Instead, it’s heavily influenced by hard data and research regarding your clients’ demographics and behavioral aspects.
With this information in mind, you’ll be able to attract more qualified leads, retain more customers, and develop products, services, and a B2B content marketing strategy better tailored to your audience’s needs.
You can also develop what’s known as a negative buyer persona to acknowledge which clients should be outside your business’ scope.
A website is the cornerstone of any B2B digital marketing setup. This channel introduces multiple people to your brand, attracting, informing, and converting them… at least when it’s well-optimized.
A poorly optimized website usually leaves the wrong impression on visitors. Most clients can’t stand an intricate layout or a never-ending loading time. Such issues can lead them to abandon your site and the idea of doing business with your brand.
To satisfy visitors as soon as they enter your website, we recommend welcoming them with an explainer video on your homepage. This kind of video can quickly inform them of your value proposition and give them a clear but comprehensive idea of what your business is all about. Be careful, though: use a video-hosting site to avoid the video slowing down your webpage’s loading time!
Offering valuable content is becoming a must-have step on every B2C and B2B digital marketing strategy.
By educating, informing, and entertaining the audience, you’ll be more likely to win their trust and loyalty. It’s also a surefire way to generate leads, especially if you email-gate certain types of content, like eBooks or whitepapers.
But to take the liberty of gating your content, you first need to assure customers that your material is worthy of them leaving their email addresses at the door. The best way to go about it is to regularly upload ungated quality content that your audience finds original and helpful: entertaining educational videos, clear infographics, insightful blog posts, and the like.
Now you know how to go about your website and B2B content marketing game, it’s time you learn how to make them visible, or better said, findable.
Here’s when search engines come into play.
Search engines have a tremendous influence in expanding your website, blog, or YouTube channel’s reach. With this in mind, it’s vital to make your content indexable for search crawlers and to obtain a pride of place on SERPs.
If you want to take the fast lane, you should probably invest in an SEM strategy. This method involves paid advertisements that appear under determined queries. But whether or not you choose this B2B digital marketing strategy, you should still optimize your SEO. That’s the organic way to appear on top of SERPs, amassing more cost-effective but slower results.
Once you capture leads’ contact data through your website’s opt-in forms or gated content, you should keep in touch with them to nurture them further down your funnel. For this purpose, few if any strategies will come as handy as B2B email marketing.
Email has been part of most B2B digital marketing campaigns for decades, and it still withstands as one of the most effective (and cost-effective) methods to nurture qualified leads and drive sales. Since this strategy entails permission-based communication, B2B email marketing accounts for a non-invasive way to start the sales conversation.
However, many leads on your contact base won’t open your sends simply because their inbox may be flooded with hundreds of other emails. To reduce this issue as much as possible, you must create highly enticing subject lines. It helps if these express a sense of urgency or inform recipients that the email contains a video.
If you think social media is not meant for B2B digital marketing campaigns, then think again.
B2B marketers use social networks as a customer service channel and to build thought leadership and generate more meaningful connections with
their audience. After all, with face-to-face communication currently out of the table, social media is the place where B2B customers go to find out more about your company and realize whether they see themselves partnering with it.
To establish a robust social presence, you should make social media part of your B2B content marketing strategy. Here you should distribute content that’s not only valuable and helpful but also shareable. This way, you’ll be able to boost your brand’s visibility organically.
Your audience can feel reluctant to trust your sales pitches because they may assume you are bound to blow your own horn (which, admittedly, you are). In this context, customers may get stuck at the bottom of your sales funnel until they feel confident enough to take the next step.
Luckily, you can accelerate this process by providing them with another party’s opinion. Seeing a peer vouch for your brand can help potential customers gain more trust in your products or services, prompting the success of your B2B digital marketing campaign.
It can come in handy to encourage former clients to leave a review or to interview them in a testimonial video. Whatever the case, you should display those positive testimonies on your website to make an impact on potential clients.
All the steps mentioned in this list are bound to help any B2B digital marketing campaign, but as you can see, they provide general advice. We can’t know the precise nature and goals of your business, and you possibly won’t find personalized advice on the internet, so it’s on you to adapt your campaign accordingly.
An excellent method to learn what’s best for your unique brand and audience is to measure and analyze how your campaign goes. This way, you’ll be able to improve your strategy over time according to your audience’s reaction.
For example, suppose you analyze your B2B email marketing campaign’s flaws and virtues and tweak it accordingly. Then the next time you put it into action, you will probably amass better results than before. You’ll see if there’s a problem with the open or click-through rate or if email altogether is not the best medium to communicate with a specific segment of your audience.
In this day and age, digital marketing is almost compulsory for any business that wants to remain in place. Digital means of communication are now the main channels to attract, engage, nurture, and convert your audience, even in a Business-to-Business environment.
Today, you’ve learned about several channels that should play a part in your B2B digital marketing campaign. We know you will find some of them more suitable than others for your particular business, but it’s helpful to develop an omnichannel strategy.
It stands to reason that you’ll put more effort into the tactic that works best for you, but a comprehensive approach will help you target leads and prospects on all fronts. Moreover, relying too much on a single channel can end up affecting your business in the long run.
Oh, I almost forget about the tenth step of the guide: write us and let us know how your campaign goes! Good Luck!