As technology improves, B2B marketing strategies must evolve to keep pace. Fortunately, digital marketing tools have made it easier for businesses to reach target audiences with minimal investment. Here are eight ways companies can take advantage of digital marketing.
1. Videos and Infographics
Buyers respond to visual information better than pages of black-and-white statistics. Consider incorporating live-stream video, charts, infographics and B2B videos in your sales skills tool kit.
Visual information can provide businesses with inside information and new perspectives. For example, a company could interview the production team about a new product and post the video to social media channels, following up with photos or videos of the product.
2. Pay-Per-Click Campaigns
Social media is a tool used by businesses as much as consumers. Investing in a pay-per-click, or PPC, campaign through LinkedIn, Facebook or other relevant social media channels can be a way to increase conversion rates. PPC is a model of internet marketing where an advertiser pays a fee each time an ad is clicked.
Rather than advertising to a broad audience without any insight on who is reading it, PPC is measurable and trackable. Consider using PPC to advertise industry conferences, webinars, product announcements or video presentations that highlight specific products.
3. Paid Promotion on Social Media
In the same vein as PPC campaigns, paid promotion on social media offers a way to boost advertising for a fee. Companies can customize their audience, enabling them to target customers by demographic or industry. Fees for paid promotions are usually small, making this technique accessible to businesses with small advertising budgets.
4. Automated Email
Email automation allows businesses to track responses and collect pertinent information. You will see who opens your emails, clicks through to your website, continues browsing or uses a promotional offer. Followup emails can be fine tuned based on the recipient's past behavior. Businesses can make adjustments as necessary to email length, subject lines, send times and promotional offers.
Automated email also sends system-generated responses to incoming inquiries. It is better to send an automated email stating the inquiry was received than to wait for a sales team to manually respond — lag time could cost your business in the long run as customers wonder why they're waiting for a response.
5. Updated Website
Companies can no longer take a set-it-and-forget-it approach to their websites. They need to reflect trending information in the industry and provide customers with an engaging experience that showcases the ability to affect the customer's bottom line. A company's website needs to be suited to the target audience, allow customers to get information easily, work well on mobile devices and provide up-to-date information. If you include customer testimonials, they should be current.
B2B research can be a tedious process. If your website is engaging and evokes emotion, you will have an upper hand among the competition.
6. Narrow Target Markets
Digital marketing has made it possible for companies to narrow their target audience down to a relevant base with reasons to pursue a relationship with you. Investing in a marketing campaign is, perhaps, less painful when you know it will reach your intended audience. You can even evaluate your strategy mid-campaign and change course if necessary to redefine your target audience.
Results-based analytics are now easy to obtain and use. Some are free, such as Google Analytics. Putting in some time to study what companies you are reaching, and who is showing interest in doing business with you, will pay off in ways that were not possible just a short time ago.
7. Customer Reviews
More consumers than ever rely on product reviews to give unbiased opinions before purchasing a product; the people who work for the companies you reach out to will do the same. Reviews are especially important in an online environment, when customers make purchasing decisions without seeing the product in person.
A good way to generate reviews is to reach out to existing customers. Satisfied customers with whom you have a good relationship are most likely, of course, to write positive reviews. A poor review, however, is not always a strike against you when handled correctly. You have the chance to display your best customer service skills by acknowledging negative feedback and demonstrating how your company mitigated the situation.
Both positive and negative reviews provide potential customers with the chance to read genuine feedback. Reviews help build trust, provide reassurance and demonstrate your company's ability to resolve issues.
8. Search Engine Optimization
Recent research indicates that 94% of B2B buyers shop online before purchasing a service or product. Search engine optimization, or SEO, will lead the right people to your website. For example, relevant keywords, a mobile-friendly website and reduced page loading time all play a part in bumping up the value of your website to search engines, thereby increasing your ranking.
Digital strategies are important to your company's B2B marketing plan. Personalization and accurate targeting will increase your relevant customer base and help you reach the audience you want to work with.