Have your marketing activities been generating fewer leads and conversions lately? Or has this influx never really started? Then boost your B2B digital marketing with these 10 tips.
Tip # 1. Understand your target group:
This is, of course, a buyer. As a B2B marketer, you know that the requirements, wishes, and needs of your target group form the basis. Yet we often come across companies that pitch their business without having any idea what the profile of their target group is.
So, the first step to boost your B2B digital marketing should be an investigation into your target group. Understand their online behavior, to which communities, groups, and social media do they turn? Get involved and discover how they talk, what they share and discuss.
To create a buyer persona, you must answer at least these three questions:
- Who makes the decision to make the purchase?
- With whom does your target group network and with whom would they want to network?
- Which information is important to the target group before they make a purchase? Try to understand their purchase cycle.
With the answers to these questions, you already have an idea of how and who you can focus on.
Tip # 2. Map the purchase cycle and decision factors:
In a marketing strategy, it is important that you understand the purchasing cycle, also called the customer journey, of your target group. Fortunately, it is not that complicated to map the digital purchase cycle and decision factors of your target group.
Enter the purchase cycle for your target group. What path do they follow? Remember that you have to optimize the customer journey at every stage and help the customer so that he/she can make the purchasing decision.
Content quickly helps to increase the chance of conversions and to convince customers.
Tip # 3. Use various types of content to support every phase of the customer journey:
Content marketing is nowadays the most effective strategy to achieve consistent results. Yet most B2B marketers feel that they are missing too many opportunities in this area. In the B2B world, a purchase cycle is often longer because it contains products and services of a higher value.
That is why more extensive research is being done before deciding to make the purchase. Improve your content marketing with the help of these tips:
- Always set clear goals for your marketing and content strategy
- Use the knowledge gained after tips # 1 and # 2 to create relevant content. Offer your potential customers the right information they need to make a decision
- Use other content types in addition to blogs, such as videos, infographics, e-books, case studies, etc.
- Research what the most frequently asked questions and answer them in your content instead of just in your FAQs
- Use Google Analytics to assess the results of your customer journey. You can find out here the steps that people walk before they make a purchase. Based on this, you can still optimize your strategy.
Tip # 4. Use your blog on the website:
If you regularly post blogs on your own website, you increase the chance of lead generation and you can gradually bring potential customers to purchase. The quality of your blogs is of course important. Fill your blog with various high-quality content: images, videos, links to other interesting blogs, etc.
Ensure that your blog contains the best and most relevant content for your target group. This should be in line with what they are looking for and their wishes. Many B2B companies do not pay so much attention to their own blogs. We recommend that you do that. Optimize your blog with:
- Relevant keywords. Use this in your title, content, alt texts and SEO plugin (if your website has one);
- A high loading speed;
- A mobile-friendly design;
- Call to actions to increase the chance of conversions;
- A question or phrase at the end of your blog to provoke responses from your readers;
- Relevant content for your target group. Consider your blog as if you are doing a consultation with the customer;
- In the B2B world, blogging (if you do it right) can lead to brand awareness, lead generation, and conversion.
- Extra tip: take a look around at how other companies blog in your industry.
Tip # 5. Use of email marketing:
We believe that email marketing is indispensable in B2B digital marketing. But then you have to use it in the right way. That means creating and personalizing valuable emails. Otherwise, the emails might be judged as irritating and spam. And this is not good for your domain performance.
Also, make sure that you do not send emails randomly. Then you have a low success rate anyway. That way you do not reach the target group that is interested in your content. Use the data you have about your target group to personalize the emails. Through target group segmentation.
You can make the emails per target group relevant. In order not to spend too much time on this, you can automate certain actions and segmentations with Marketing Automation software.
Personalize not only the name of the recipient but also the content of the email. You do this, for example, by dealing with the problem experienced by the reader in the e-mail and by offering an appropriate solution.
Give readers a reason to open and read the email. Use an attractive subject, interesting content and a call to action button. The subject of your email is a strong determining factor here.
Use a neutral writing style. Talk to the readers, without it becoming a sales pitch. This way the readers feel more like they are having a face to face conversation.
Tip # 6. Use social media for B2B marketers:
Social media is ideal to reach a specific target group in a very focused way. Nevertheless, it is important that you first investigate which social media suits your company. Research, for example, on which platforms your target group is present. This can be different for every target group.
For example, one can be reached better via Facebook and another via LinkedIn. You can generate both organic and paid traffic on these channels. Test multiple options to find out what the desired result will deliver for your company.
Tip # 7. Advertise with a small budget:
This has already been mentioned in the previous tip: online advertising. First, start with a low budget to test what this means for your company. For example, promote your blogs, e-books or white papers on social media. By advertising, you will reach a large audience faster than organic. You can always specify a maximum budget so that you never go over it and have sky-high costs.
Tip # 8. Match all your marketing activities:
If you use multiple forms of marketing, make sure that they all connect to each other. The inconsistent brand experience will most likely lead to fewer quality leads and will ensure that people trust you less or do not take them seriously.
To prevent this, it is important that you connect all teams. For example, the advertising team, marketing, and content team. This way, these teams can consult with each other and it is clear to everyone how and what is being communicated.
Tip # 9. Use inbound marketing campaigns:
With inbound marketing, marketers try to “earn” the attention of the target group instead of pushing. Content is used here as a strategic approach. In an inbound marketing campaign, content helps to collect data from prospects, to get these leads (automatically) into marketing automation where they are converted to customers through customer service training.
Tip # 10. Use personal branding:
Personal branding in B2B digital marketing can be very valuable. People trust people faster than companies. The tangibility and humanization of marketing are important. It makes your company credible.
Many companies, therefore, focus more on Human-2-Human marketing. The emphasis is on relevant and personal customer contact.
When professionals and consultants use personal branding within your organization, you can reach a larger audience and promote your company as an expert.
In the B2B world, delivering services and products is central. When you add personal branding, the value of these services and products will increase considerably. People believe in something faster when the person with the executive role, like the consultants, has a high status.
For good personal branding, it is important that you see yourself as a brand. In the online world, you use at least professional images for this and you ensure that you are present where your target group is.
Content is your vote online. When you present yourself as an expert, it is important that you carefully choose your content. Make sure the content is valuable to your audience and they think it is so good that they want to read and share it.
Bonus tip: Use video to increase your conversion rate:
B2B marketing is a fairly “boring” market. Video can then be a nice addition. Research has shown that B2B video marketing on a landing page can increase your conversion by up to 80%. Another study by Adobe video conversion Playbook showed that conversions with video content can increase to 90%. Video marketing is also becoming increasingly popular in B2B marketing.
I am Sandra Azura from zoetalentsolutions.com and I am working under the team content writer. The fact is that I create online courses related to Business Management. Our entire team is very passionate about Management Skills and we always strive to offer you professional, comprehensive info about any Business Management Skills. Encourage readers to share their ideas and tips too.