Digital marketing has taken over the marketing strategies of all companies. The awareness has spread alongside the boost in technology.
While this has made things more accessible, it's still quite a task to use digital marketing to benefit your B2B business. Besides, the easy marketing approach also increases the competition. So, marketing your business digitally isn't a piece of cake.
B2B businesses have to market to other companies. Therefore, you cannot use the basic psychological tactics that otherwise work brilliantly on individual customers. The digital marketing of a B2B business has to be more targeted, polished, and on the right platforms.
Here are six strategies that every B2B business should include in its marketing plan.
Top 6 Strategies for B2B Digital Marketing
The following six strategies cover most digital marketing tactics your B2B business will need to excel in the current competitive circumstances. You can always mend them to suit your specific business style. But overall, these techniques apply to all B2B companies.
Use the Right PlatformThe biggest benefit of digital marketing is easy access to hundreds of platforms. But as a business, you need to understand that more does not mean success. Running a marketing campaign on Instagram, for example, is useless for a B2B company.
Your target audience is other companies. While the individuals from these companies definitely must be using Instagram, your aim is to reach them as a business, not as a person.
Let's say you are a courier company that provides delivery services for e-commerce businesses. The owners of these e-commerce stores are likely to search for you on LinkedIn, look for a website, or sometimes use Facebook.
To attract other businesses, you can develop an attractive existence on the platforms where your actual audience is looking for you. You must invest in a good website that works equally well on the web and mobile. Have all the information regarding your business on this website. Make the content user-friendly and easy to navigate. You can treat it as your portfolio.
- Go for Targeted Campaigns Only
When you're relying majorly on online sources, there is a huge audience on the receiving end. Speaking to more people doesn't mean you're approaching a bigger crowd. Instead, you're failing to actually communicate effectively with the right target market.
One of the three foundational components of B2B marketing is to identify your target audience. However, with new regulations and people disagreeing to accept cookies, collecting this information on your own is no longer feasible. This is why among the new digital marketing trends for B2B businesses, the most important one is to buy data.
This information will give you a major advantage over your competitors. You'll know what exactly your audience is looking for. You can then start working to offer them those facilities. If you already do, you can start advertising them better.
- Listen to Your Clients
If there is one rule you need to follow in any business, it is to offer what your clients need. Since you are a B2B company, it might be harder for you to figure out what other businesses expect.
Consumers leave reviews and suggestions with businesses, which isn't the case. You will either have to incorporate AI or buy data from third parties to determine your audience's queries. Other than that, you can plan a review and suggestion system via email so that you can hear directly from your clients about how they expect you to improve your business.
- Make the Most of SEO
How does anyone search for anything on the internet? They type a few keywords regarding their query on Google or whatever other platform they are using. Make sure these keywords are part of your content so that the search results show your business as an answer to the searcher.
SEO is more than just adding random keywords to your website or social media page. It involves research to find out the exact phrases your client type. That's why it makes sense to invest in an SEO expert's skills to reach the people that are looking for you.
- Spend on PPC Campaigns
PPC campaigns are Pay-per-Click campaigns. You pay for every person who clicks on your ad. While this will take up a major chunk of your marketing budget, it is an efficient way to reach a bigger audience.
Paid campaigns are more likely to reach the kind of people you want instead of the free SEO content. With PPC campaigns, you get the advantage of paying only for the people who are interested in your ad instead of paying for everyone who views it.
- Don't Let Go of Offline Methods
Digital marketing is obviously based on an online system. But amid these strategies, don't forget to gain benefit from the old ways too simultaneously. Yes, you can merge the online and offline methods to get the best of both worlds!
How you do this is to continue with the offline campaigns but just incorporate something that takes the client online. For example, if you're distributing coupons, add a QR code that will direct the client to your website. Offer incentives like a discount code that the customer can avail of by visiting your social media platforms. All these methods will help you direct your offline audience online too.
There is no question about whether or not you should go for digital marketing to boost your B2B business. It is understood that every business requires an ongoing digital presence in today's competitive world. The real question is which strategies you should start with.
Results matter to us. Emagine is a digital marketing and design agency that delivers measurable results through thoughtful strategy, design and development. Contact us for a consultation. Reach out to us today.
Begin your digital marketing journey with Emagine. You can continue to improve these strategies as your marketing budget progresses!