Virtually all companies today use the Internet daily and could not function in the same way without receiving the advantages offered by this technology.
As an entrepreneur, you may be used to searching, sending and receiving information from colleagues, customers, and suppliers, requesting electronic invoicing through the web and storing documents in the cloud.
However, despite having incorporated the use of the Internet in such a natural way to your daily work, it is possible that your company is not taking advantage of digital marketing or even have a website.
This is a relatively common phenomenon among B2B companies and, if it is your case, you should know that you are falling behind and you are missing out on significant business opportunities. If you are still not convinced of implementing it, we explain how digital marketing can help B2B companies.
Increase your Sales
The main benefit of B2B digital marketing is to help you increase your company's sales. This is because 98% of companies look for their suppliers online.
A good digital marketing strategy is designed to accompany the client throughout the purchase process, which starts from when he discovers that he has a need ( awareness ) and culminates when he acquires a product or service.
After the discovery or awareness stage, the research process begins. In this stage, the client looks for the options that there are in the market, compares characteristics, suppliers and prices.
The most common is that the search is done online since it is the easiest and fastest. Having seen the different options, the client goes to the decision stage to decide between one brand or another, depending on their needs, then take action and carry out the purchase. If when looking for information your company does not appear on the Internet, you will have lost a client.
One of the most used strategies in B2B digital marketing is email marketing, which contacts potential customers by email, helping to grow your customer base. Also, it helps you to keep your customers through loyalty.
Brand loyalty is mainly achieved through the process of accompaniment and communication carried out by your company in the shopping cycle, and that occurs through your website, social networks, your blog, and video channels.
If your website is attractive and offers complete information, provide online support, create quality content and send emails at the right time, you will be able to provide a positive experience to your customers. Moreover, when you get satisfied customers, you also build more lasting relationships.
Digital marketing helps you to have a more in-depth knowledge of your clients and that allows you to provide more personalized attention and even anticipate your wishes.
Branding is the process of building your brand, and digital marketing is a handy way to achieve it. It refers to the attributes, benefits, quality, and category of your brand, and has the function of impacting clients and potential customers before starting the purchase process, that is before the awareness stage takes place.
When you have a consolidated brand, you can reach your future customers before the purchase process. This means that the brand has more opportunities to be chosen over the competition since the client will not have too many doubts when deciding. This translates into a considerable saving of time and money.
Improve Brand Image
Considering the digital age in which we live, it is not an exaggeration to say that, if you do not have a digital marketing strategy, your brand practically does not exist.
However, having a presence on the Internet by itself is not enough, and it is important to project an image that is perceived positively by users and distinguishes your brand from the competition.
For example, you should ensure that your website and your presence on the networks reflect the values of your company and are designed to the satisfaction of your customers and your prospects.
You should also offer clear and truthful information about the company, as well as detailed information about your products or services, including FAQ section or frequently asked questions and answering the specific issues of the users there.
All this helps to improve the image of your company client because they are the primary elements that Internet users will want to consult on your website.
Maintaining the right image of the brand also implies generating quality content. Like branding, building a brand image in digital media means saving time and resources.
Clear and Measurable Objectives
When your company has a clear B2B marketing strategy, you and your team can define realistic and measurable objectives in the short, medium and long-term in a more effective way. Digital marketing facilitates the process thanks to the online analytical tools that are available.
You can access free programs like Google Analytics to measure and evaluate the performance of your website. Social networks like Facebook also offer alternatives so you can assess the success of your brand profile.
For the advanced users, there is a tool called Linkio that will measure and give you the right percentage of links and anchor text's to use to get over your competitors.
Also, one of the objectives of B2B digital marketing is to achieve a proper SEO positioning to get your company to appear in the first places when the client performs a related search over the Internet.
In short, B2B Digital Marketing brings many benefits to your company. It helps to build an image of your brand and saves you a lot of time and money in the search for new customers. It also facilitates the fulfillment of your objectives and lets you know where to direct your efforts.
The digital presence facilitates the process to obtain feedback from your clients through comments on your website and social networks, or satisfaction surveys sent by email.
This will allow you to improve your products or services, as well as create new ones that respond to the needs of your customers and potential customers.
Now that you are clear about how B2B digital marketing can help your company, you will not want to be left out, since every day that passes without taking advantage of digital media implies the loss of one or more clients, as well as a more significant investment of human and monetary resources.
Originally published April 30, 2018, updated February 19, 2020.
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