6 Marketing Strategies for B2B Success
November 1, 2021
These days, things in the B2B world are handled a little differently, especially where marketing is concerned. In such a digital age, face-to-face meetings, conventions, and more traditional forms of marketing have fallen by the wayside. This doesn’t mean that they’re still not useful, but to get the best return on your B2B marketing investment, you’ll also need to combine them with digital marketing solutions.
As one of today’s top B2B internet marketing agencies, WSI B2B Marketing wanted to share some of our experience with you. Here are some important marketing strategies to implement for long-term, B2B success!
Focusing on SEO & Content
One of the foremost strategies to add to your internet marketing approach is search-engine-optimization (SEO), in addition to offering engaging content for your audience. Without any SEO approach, it’s likely not many people are visiting your website. Implementing an SEO campaign can be relatively complicated and will require extensive research and knowledge of industry-related keywords, which is why many choose to work with a B2B marketing agency for this part of their plan.
Additionally, SEO goes above and beyond simply optimizing your site with keywords, it’s also an integral component in creating content as well. Not only will you need content on your site, such as blogs, that will attract your key buyer personas, but you’ll also want that content to contain SEO keywords. This is to help it attract the right people and rise in search engine rankings. The more unique and attractive your content, the better chance you have of leading potential buyers to your site and working them through the sales funnel.
Another important component of remaining competitive online in the B2B industry is having a website that’s been optimized to provide you with the best results possible. Doing this entails a number of things. Designing a website that serves as both an industry resource, in addition to a site to reel in potential clients is key. It should also be equipped with tools and analytics that provide your team with accessible sales data, in addition to being fast and user-friendly.
Creating a smooth user experience is one of the best ways to generate leads, in addition to the things mentioned above. This means the best B2B websites are:
- Optimized for use on mobile devices and tablets
- Directed at your target audience/key buyer persona
- Feature positive testimonials
- Provide usable information about your industry
- Have a call-to-action button with phrases like “GET A FREE DEMO” or “Click here to contact us”
- Feature links to all of your social media channels in an easy to see place
- Regularly optimized and updated
As mentioned above, the online landscape has completely changed the way B2B marketing is done, which is why integrating all your marketing efforts is a good approach. Combine your digital marketing efforts with attending trade shows and conferences, offering mailers to repeat customers, or advertising via trade publications or magazines. Just add digital marketing into the mix and you’ll remain competitive in today’s marketplace.
It will also show customers that your business wants to remain on the cutting-edge and keep up with changes in the industry.
Implementing Social Media Channels
If you’re not on social media, your competitors likely are. It’s not something that’s going away anytime soon, and it provides unique marketing opportunities, so why not take advantage of it? Facebook is still used quite frequently, but so are Instagram and YouTube. In fact, Instagram is today’s most-used social media channel. YouTube also offers unique opportunities, by giving audience members a look into who you are and what you’re doing. You can shoot a behind-the-scenes video or interviews with team members to show a more personal side of your business.
Using social media channels to leverage your blog content is another important tactic. It’s also a great tool to do a variety of different things, such as:
- Posting links to instructional videos made by your company
- Providing video testimonials
- Offering updates on your products and services
- Sharing positive client comments or stories
- Offering solutions to pain points in the industry
- Providing links to white papers or case studies available on your website
- Sharing industry tips and news
Redefining Your Targets & Demographics
One of the key advantages of digital marketing is it provides in-depth insight into the behavior and demographics of your target audience/key buyer persona. By honing your targeting approach and demographics periodically, you’ll be able to expand your company’s reach. You can collect valuable information via Google Analytics, in addition to your social media channels to get a good idea of who your targets are and those you might be missing. This can be done before, during, and after any social media campaign for the best results. In fact, it’s not uncommon to tweak a campaign while it’s ongoing to ensure you’re reaching the right targets.
Implementing Pay-Per-Click (PPC) Campaigns
Lastly, but certainly not least, implementing PPC campaigns will help your B2B business get the most return on your advertising investment. PPC campaigns are a great option for a variety of reasons, the first being that they can give you the results you want ASAP, even if your organic traffic and SEO efforts are a little slow; these are more long-term tactics anyhow. If you want immediate advertising results, PPC is the way to go.
PPC campaigns are available via Google and other search platforms, in addition to most social media platforms. One of the best things about implementing PPC campaigns is that they’re relatively affordable because you’ll only be paying for the qualified leads and sales you obtain through them. You’ll also gain additional insight into how well your marketing tactics are paying off and if you’re truly reaching the right audience.
Before You Go…
By focusing on the things above, you can make your digital marketing investment work to your advantage and get the most ROI possible. However, before running off to implement these strategies, we just wanted to leave you with some final thoughts.
To implement the best digital marketing strategy, take some time to consider all of your company’s assets, everything from its social media channels to its blogs. For those with analytics already implemented, take a look at the things that generate the most leads and sales; this means visits to your site, clicks, shares, and more.
After doing so, take a good look at what assets you might be able to use more of, and assess your budget and try determining those assets that will provide you with the best ROI. Once you’ve done this, come up with a game plan by creating a content calendar or working with a B2B internet marketing agency to reach your goals.
Your content calendar can include things like:
- Different types of content
- Content title or topic
- Where such content will be posted
- When such content will be posted
- PPC advertising
Let us be your B2B internet marketing agency!
If you’re in need of comprehensive B2B digital marketing, the team from WSI B2B Marketing offers a host of different services. We specialize in working with B2B businesses, as well as offer manufacturing marketing services, solutions for the medical device industry, as well as marine marketing options.
Learn more about our team by contacting us online today or calling 1 (800) 494-6212.