Most digital marketing reports and strategies seem to speak to Business-to-Consumer (B2C) companies, leaving Business-to-Business (B2B) companies under-advised and out in the cold. It is usually assumed that B2B companies are organizations with huge budgets and a surplus number of team members. This assumption hinders B2B startups. While startups are known to buzz with ideas and innovation, they are usually slim on the budget and team side. Below we’ll discuss effective digital marketing strategies that B2B businesses can implement for better results.
It has already been established that content is king. In B2B marketing, customers — which are usually brands — do plenty of research and comparison before a purchasing decision is made. Original quality content will make all the difference in achieving your B2B digital marketing goals. This is due to the fact that loads of information about your product will be readily available. Another advantage of content marketing is that you position yourself as an authority in your niche. To determine the contents’ quality so far, review what contents performed best with your audience in the past.
Lead Magnet Content
Like the name suggests, lead magnet content involves having some type of content available but in a gated capacity with some type of bait attached. Lead magnets usually offer quality and relevant content to readers in exchange for their contact information, usually an email address. Lead magnets help you get the most out of your content by separating regular website visitors from your audience — people already showing interest in your brand and what you offer. Lead magnets can be guides, templates, checklists and ebooks that provide actionable next steps to your audience.
LinkedIn is the perfect social media channel for B2B brands. You get to engage with other business professionals who already spend their time on LinkedIn. LinkedIn has about 500 million members on its platform. According to LinkedIn data, 61 million users are senior-level influencers while another 40 million users are decision makers. data, also revealed that of all B2B leads generated through social media, LinkedIn has the highest percentage.
Engaging with your audience by starting a conversation and participating in discussions in Industry groups are ways to make an impact. Connect with decision makers who might be the perfect fit for your business. LinkedIn also has an advanced search feature which allows you to find your ideal buyers. The social media platform comes with its own content publishing platform that can help drive traffic back to your company’s website.
Although business professionals spend a lot of time on LinkedIn; and that might seem like the best place for advertising to your target buyers, Facebook gives LinkedIn a run for its money in B2B marketing. This is because everyone spends time on Facebook for personal engagement.
Unexpected advertisements usually work better than expected one. On LinkedIn, business professionals expect ads that target them in a business capacity, while they expect ads that target them in a personal capacity on Facebook. Making a switch and targeting business professionals on Facebook makes for an effective B2B marketing strategy. Facebook advertising is also an effective strategy because of its targeting capabilities. You can target buyers based on their job title, industry and position. Facebook ads are a great way to promote your content and lead magnets. You can drive users to your website by using excerpts from your articles or direct them to a unique landing page that houses your lead magnet.
Email Marketing Automation
Email marketing has stood the test of time as one of the most effective B2B digital marketing strategies when it comes to generating and nurturing B2B leads. Email Marketing Automation essentially allows you to automate your email campaigns and nurture leads. Online browsing behaviour will be analysed automatically and trigger a set of specific emails to a lead. This set of emails are to help guide a lead through the buyer’s journey. They provide more information about a specific topic, and then provide an invitation to contact your sales team.
Email Marketing Automation can act as a vital add-on to newsletters and other types of marketing emails, by improving targeting capabilities. This strategy allows B2B businesses get the right information to the right lead at the right time.
There are numerous digital marketing strategies that allow B2B businesses connect with their target buyers, but these strategies can sometimes be business specific. It’s important to identify the strategies that work for your B2B business and invest in those strategies.
If the digital marketing aspect of your business is an aspect you’re not familiar with, it’s time to call in the “Avengers” — Charisol. Charisol works with B2B clients looking to craft or update a digital marketing strategy that is right for their business. We provide a team of experts to develop a digital marketing strategy that boost engagement and sales for businesses.
Originally published at www.charisol.io on September 4, 2018.