Meta: Age-old principles combined with modern digital marketing trends can be simplified to create potent B2B sales mantras. Here’s how to develop a B2B digital marketing strategy that works.
B2B marketing is more personalized and time-consuming than B2C sales. Account Based Marketing (ABM) models work better in B2B sales than traditional marketing approaches. With proper technology support and outsourcing collaborations, you can test and develop growth marketing strategies to build long-lasting customer relationships and generate leads organically. Even though there is no one size fits all marketing strategy, here are four key aspects of a B2B digital marketing strategy for today’s business.
There is no golden hack for technological dominance in digital marketing. You must select marketing technologies wisely while developing your B2B digital strategy. The technologies you use should be based on external factors like industry domain, market size, target audience, customer expectations, competitor capabilities, and internal factors like your business edge/expertise, marketing goal, and budget.
Each brand and each product category has a specific conversion funnel that depends on relevant market needs. The three broad stages from a customer’s perspective in a conversion funnel are awareness, consideration, and decision. The key metrics that affect sales conversion are your brand motives/perception of motives, your value proposition, and the digital journey through your brand. Optimizing digital touch points and micromanaging your landing pages with your ad campaigns can lead to automatic lead generation.
Artificial intelligence is the next big trend in digital marketing pioneered by Google, LinkedIn, and Facebook. You can help improve the digital touchpoints of your customers, generate high conversion leads, analyze data points automatically, and interact with your customers in real-time with minimum resources.
You can make a long-term technology investment or outsource certain tech aspects to fill in the technological gaps in your marketing campaigns. For example, if you are running a LinkedIn campaign , you can increase your outreach with the help of a prospecting team. Similarly, you can use graphic designers, voice-over artists, animators, and video editors to create shareable. There are multiple ways to collaborate with tech companies to improve your marketing strategy.
The next aspect of digital marketing is creativity. At the core of businesses are people who are influenced by creative ideas and storytelling. Storytelling is an essential aspect of concept marketing. Marketing is about storytelling, and your brand should tell a story that deeply connects with the needs of your customers. You are always telling a story or creating a general perception through your business actions and marketing efforts whenever you are in the public domain.
Ensure coherence between your professional actions and words. Try to bring out positive aspects of your brand through visual creatives like images, infographics, and video content. Brand perception works through symbolism; subtle things like brand endorsements, color, style, simplicity, and online reviews can matter more than your marketing campaigns.
You can strengthen your brand identity by creating tangible goals, culture, and promises. It helps set client expectations from your brand and discover your uniqueness among competitors. It also sets a standard for your marketing and customer support team. Creating positive user experiences is one of the most effective ways of creating a solid brand. Social media loves positive stories. You can go viral with positive news by creating a rich web of visual content around the positive news of your brands.
B2B marketing constantly evolves with new market trends and search engine updates. Most marketing strategies become obsolete because they lack follow-up analyses. An excellent way to keep growing is to develop Conversion Rate Optimization (CRO) alongside your SEO efforts. CRO completes the purpose of SEO.
CRO is the process of increasing interaction with your page visitors to make a sale or achieve a specific call to action for your sales funnel. It measures the conversation of different traffic sources and digital touch points. A comprehensive CRO strategy analyzes popular digital marketing metrics like mobile traffic, lead costs, exit rate, conversion ratio, traffic classification, traffic relevance, bounce rates, A/B testing, top landing pages, etc. You can actively pick the winning strategies and discard the ones that don’t yield the desired results.
Research-driven marketing helps establish broad campaign goals like ROI, outreach potential, and virality to contextualize your marketing goals. Setting lead goals while designing a sales funnel can help you make better decisions while choosing the right strategy. LinkedIn ads are more expensive than Facebook ads but can generate high-value B2B deals. You need to test various platforms to discover what works best for you. Once you have the analytical infrastructure, you can commit a certain budget to testing marketing platforms, value-added services, and even consulting with SEO agencies to improve your marketing metrics.
Social marketing is a broad topic that encompasses your brand’s attitude towards society. All brands are part of society and have certain responsibilities. Even though it is not a legal obligation, giving back to the community or being responsible is a much-admired quality in B2B sales. Brands want to be associated with neat and clean brands that are socially responsible.
Social contributions help solidify the brand story and connect at a deeper level with the broader masses. It may also give you additional points or conversation starter references during cold calling or email marketing campaigns. Social marketing can also help you connect with the general masses. It can also create a genuine support base on Twitter and Facebook. Social marketing does not have to be budget intensive and depends on your creativity to connect with your market participants.