Communication channels have been changing lately, especially for B2B customers, who spend more time learning and looking for added value before purchasing a product or service. Nowadays, having a B2B Digital Marketing Strategy becomes necessary.
Most B2B Companies are urged to adapt quickly in order to keep growing, the challenge to many is to develop and implement a well-rounded digital marketing strategy while focusing on providing the best product-service they can.
Considering how important it’s to have a customer-oriented approach, here are 5 strategies that will allow your company to reach more potential customers, build trust in your brand and improve the relationship you have with your clients.
CRM and Integrations
Nowadays it is not a secret to anyone how important having a website is to expand your business digital presence.
You need to make sure that you’re not only showcasing your value proposition in your website but also serving as an information hub for your customers, remember, B2B users, are always looking to learn more about a product or service before making a purchasing decision.
There are some key elements you need to pay close attention to while building or optimizing your B2B Website, those are: a clear value proposition, having attractive call to actions, providing useful content, showing a clean design, and being mobile-friendly.
It is very important that your website allows you to gather useful information about your potential customers and overall traffic, by doing so, you will be able to optimize better, improve your content and overall generate more revenue.
We mentioned it before, there is a high chance for content to be the deciding factor for potential customers to make a purchase or request a service, as clients tend to prefer businesses that provide them with the most answers.
If there is a factor that is more significant than others in creating content, it is relevance. Your content must be relevant and provide value to customers in order to rank better in search engines like google or bing, which brings us to another point to consider, your SEO strategy.
Most businesses dream about being n° 1 in google searches, and it makes sense, the top 5 results in google get 70% of the organic traffic for a keyword, which is way cheaper -if not for free- than paid efforts. But having a well-rounded SEO strategy can be tricky, to give you an idea, there are 200 factors that affect google’s ranking, if you don’t have strong SEO knowledge, it can be better to hire a specialist or company to do it for you.
For starters, it is easier, to begin with creating content to educate your potential customers about your product or services, the industry, tendencies, innovation, etc. There are multiple formats, videos, blog articles, whitepapers, guides, e-books. I suggest you take a look at your customer’s interests, what they might be searching on google, and start from there.
Social media isn’t going anywhere, in fact, more immediate platforms like Instagram are starting to generate more traffic than Facebook. A good social media strategy for B2B Businesses can really help to increase brand awareness, this is not a minor thing, as many people go to company profiles to check veracity, content, and authenticity.
This leads to our next point, social media can work as a trust builder. If you are able to share testimonials, happy client’s stories, industry tips, solutions, and regular updates, it is likely that potential customers will engage with your product or service.
You can also leverage your content through social media platforms, let’s say you wrote a blog post about steps to protect private data, by posting on LinkedIn, Facebook or even Instagram, step by step linking to the article, you will get more traffic and more engagement from users.
So, you might be wondering ¿How should we start this? Well, the answer you are looking for is consistency. If you are not able to have a logic and complete strategic social media plan, start by being consistent, post at least 3 times a week, and start improving from there.
CRM and Integrations
Having a CRM (Customer Relationship Management) Tool in place could be the difference between being able to handle 20 customers and handle 100. I cannot stretch how simple they make the process of integrating sales and marketing efforts, which by the way make the whole thing more profitable.
There are many good CRMs, like Salesforce, Zoho, or HubSpot. The important thing to know is that they allow you to automate processes like lead generation, social media schedules or mailing to potential customers, also the reporting process becomes really easy because, with everything integrated, you are just a couple clicks away from calculating ROI, profit margins and revenue forecast.
In case you don’t feel like changing your team processes to adopt a CRM, you must -at least- have in place tools like Google Analytics, Google Search Console and Facebook Pixel, by integrating those to your website you’ll be able to track in real-time customer behavior and make decisions based on that information.
PPC or Pay-Per-Click campaigns are paid advertising. Consider including these to your Digital Marketing Strategy if your budget allows it.
Organic traffic and SEO efforts can take time to show results, they are rather inexpensive but most of those strategies take at least 6 months before you can see conversions. If you need quicker results then a PPC campaign might be the answer.
¿How does it work? Basically, depending on the platform, you are able to target a specific audience based on interest, behavior, demographics, keywords, or search queries. These platforms -Google, Bing, Facebook (Also Instagram), LinkedIn, Twitter- charges for every time someone clicks your ad.
A better way to get results is to develop both, a Content, SEO, organic strategy with a PPC Strategy, that allows leveraging paid traffic with your content, so potential customers are likely to spend more time engaging with your website.
We believe that every company needs to have a B2B Digital Marketing Strategy in place, especially in these times where everything and everyone is going online to learn, engage, and buy.
It becomes key to have a website in place as your information hub, with relevant content that engages and entertains the audience. Have the integrations in place to gather as much information as possible, that way you’ll be able to personalize your efforts and get where you want to.
Be on social media platforms, genuinely relate and interact with potential customers, and for those you’re not able to reach organically, there will always be paid campaigns.
If you need support in the process, we at MdB are always glad to help.