You are undoubtedly aware that, in this information age, organizations are obliged to adapt to digital media, under the threat of being displaced by an aggressive and competitive market. In this context, the importance of B2B digital marketing is increasingly gaining ground.
Designing a winning B2B marketing strategy is a need that, although you must address promptly, will represent an enriching experience as you see the results and that, without a doubt, will bring extraordinary benefits for your company.
Benefits of a B2B Marketing Strategy
Saving money: if you design your strategy correctly, taking into account the needs and preferences of your customers, as well as the latest market trends, you will generate higher income through your sales and will decrease many expenses related to traditional marketing.
Saving time: if you apply a digital marketing strategy, you can make a continuous and real-time follow-up on the results you are getting, being able to make immediate decisions that guarantee the fulfillment of the corporate objectives.
Personalization: it is a challenge to create an emotional bond with your clients when it comes to relationships between companies. Relationships are usually too formal, and there is little interaction. B2B marketing strategies achieve greater closeness with the owners of other organizations, thanks to the possibilities offered by the web 2.0 (social web).
A broader reach: the reach becomes much broader when taking into account the digital channels: social networks, web pages, and email marketing. You have at your disposal a variety of tools that you can combine and adapt to offer your products and services in an innovative way and the digital media used by your potential customers.
However, to enjoy all these advantages, it is necessary to define the strategies that you will implement carefully. For this, it is utterly fundamental that you establish objectives, both quantitative and qualitative, that are measurable and achievable in a given time.
5 B2B Marketing Strategies
1. Content Marketing
Content marketing has become a sales strategy that has generated excellent results, due to its approach to attracting potential customers, through information and quality content that helps them solve their problems, taking the opportunity to show them your products or services, following precisely the different stages of purchase in which they are.
There are many examples of content marketing designed for B2B companies; the key is to tailor the content to your company and according to the needs of your customers; therefore it is necessary to know them in detail.
2. Social Networks
Social networks have achieved a remarkable global reach, and have become a powerful tool in the hands of companies to attract customers, thanks, in part, to the possibility of interacting with them directly.
It is crucial that you incorporate these channels into your strategic digital marketing plan, using the right social network. In this sense, LinkedIn has become one of the favorites for B2B companies, without leaving aside the benefits of Facebook, YouTube, Twitter, among others.
Define what your B2B digital strategy will be through social networks, always thinking about your target audience. Large B2B companies such as Oracle, IBM, Microsoft, and SAP are taking advantage of these tools to establish a direct and personalized conversation with their clients.
3. Email Marketing
This strategy consists of scheduling actions and preparing automated emails to potential customers, with powerful messages that invite them to purchase and generate the feeling that you are focusing on them in a personalized way.
Email marketing is widely used by B2B companies, since they contribute to generating loyalty and web traffic, increasing conversion rates, with a lower cost compared to other digital strategies.
4. Your Website Presence
Consumers have changed their way of buying. They no longer go out in search of a product or service without having first consulted and compared its benefits with other brands through the Internet, their quality, comments from other customers, their position in the market and their cost.
Therefore, it is necessary to take care of the design and navigation experience offered by your website. In this context, it is also important to keep in mind that, as mobile technology evolves, consumers increasingly use their computers, taking advantage of the comforts provided by their cell phones.
Therefore, the design of your website must contemplate a responsive model, with a comfortable and efficient adaptation to mobile phones.
However, what is the point of having a great website if there is no traffic? Among the most used strategies for getting search traffic to your site, are the following:
Search Engine Optimization (SEO): It is a set of actions aimed at increasing the ranking of your web pages organically in the most popular search engines so that your potential customers find it on the first page of search results.
Paid Search: you can also bid to show ads in search engines when your potential buyer types keywords that are related to your website, products or services. Google Adwords, for example, offers several kinds of campaigns that can be adapted to what your company needs.
5. Use of Influencers
The purpose of influencers is usually associated with B2C digital marketing campaigns. However, if you select the ideal person that can refer to your brand, that has an audience according to your target and shares the values of your company, you can take advantage of its authority, authenticity, and scope to generate awareness and spread information about your offering.
By implementing digital marketing actions, you demonstrate to your customers that you strive to be their best option, that you are aligned and updated with the latest trends and that they can trust you because you move according to the changing environment.
Clients know how much you do for them, they can notice your gaps and strengths, so it is essential to understand how to select the right strategy, always taking into account the needs of the client.
Originally published May 23, 2018, updated January 23, 2020.
B2B Marketing Guide
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