Before diving into the B2B digital marketing strategies you can use, however, it’s important to understand what online marketing for B2B is. In addition, it pays to know the benefits of digital marketing strategies for B2B companies, so you can get the green light from the management and better execute your plans for your organization.
What is B2B digital marketing?
B2B digital marketing refers to any online marketing strategy or tactic intended to promote your business to another organization. If you’re promoting products or services to another business (instead of an individual consumer) online, you’re most likely employing B2B digital marketing.
Some channels that B2B companies can use for their online marketing efforts are:
Search engine optimization (SEO)
Social media marketing
Pay-per-click advertising (PPC)
What are the benefits of B2B digital marketing?
You can increase brand awareness, communicate the value of your product or service, and convert your audience into customers with B2B digital marketing strategies.
With digital marketing tactics, measuring your campaigns’ success and results is easy. There are even digital marketing tools available, so you can easily identify which strategies drove the best results for your B2B business.
Because what gets measured gets improved, you can sharpen your B2B digital marketing strategies and tweak your campaigns to make them more hardworking. The result? An improved ROI for your B2B business.
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Now that we know what B2B digital marketing is and why it’s important, let’s go through eight B2B digital marketing strategies that you can use to acquire new customers and grow your revenue:
1. Specify your business’s positioning
A critical first step before executing any other B2B marketing strategy is understanding your brand positioning.
Positioning is the strategy of finding a unique spot for your brand in the mind of your customers. Put simply, it’s setting your business apart from everyone else so that people can easily remember your unique identity. As a result, your business will have an improved image and enjoy increased loyalty among customers.
Understanding your positioning helps you market your business and products more effectively. It can also help you craft marketing messages that resonate well with your target audience.
2. Understand your target audience
Identify your target customers or businesses who are looking for your products or services. If you have a customer relationship management (CRM) software like Nutshell that houses your client database, use this information to create and segment buyer personas.
Your buyer personas will guide your B2B digital marketing strategies and campaigns. These personas inform you of the pain points of your customers and how they search for solutions to their needs.
3. Have a user-friendly B2B website
Leave a good impression on your customers by having a well-designed and informative website. Plan your site content, taking into consideration your buyer personas’ needs and pain points.
To earn the trust of prospects, make sure your B2B website is easy to navigate, responsive, and mobile-friendly. Make it easy for site visitors to take important actions on your website, like downloading your case studies, signing up for your newsletter, or filling out your form.
Are your calls-to-action visible and clickable even on mobile? Mind your site pages’ load speeds so your customers don’t bounce off your site.
4. Help customers find you with search engine optimization (SEO)
Did you know that 33% of B2B companies say that SEO is their top lead generator? Don’t get left behind by your competitors by using this effective online marketing tactic for B2B businesses.
Most B2B consumers conduct online searches before making a purchase offline, so it makes sense for you to invest in SEO. With SEO, your website pages rank high in relevant search results. The impact? More prospects can find your website, learn more about your products and services, and turn into customers.
5. Offer valuable information and insights with content marketing
Another B2B marketing strategy that you can employ is content marketing. Useful content like blog posts, white papers, case studies, and informational videos improve your credibility among B2B customers, increasing their chances of shortlisting your business.
Content marketing also complements your SEO efforts. Create content that your buyer personas may be looking for, and they’ll land on your website, giving you a chance to eventually convert them into customers.
Do you want to make sure your brand is visible among B2B shoppers throughout their customer journey? Create content for every stage in the customer journey, so they can discover your business from when they’re in their initial research stage up to when they’re ready to purchase products or services.
6. Nurture your leads and strengthen customer relationships with email marketing
Put to good use the contacts in your CRM by sending personalized emails to your customers. To increase customer satisfaction and loyalty, segment your customers and share useful content with each persona segment.
7. Connect with your customers through social media marketing
Did you know that 75% of B2B buyers use social media before making a purchase? Create a social media page for your business on the platforms that your B2B customers use.
You can use your social media pages to promote your website and repurpose content as short videos or shareable infographics. Another B2B digital marketing strategy you can employ on social media is paid ads. You can target your existing customer segments and lookalikes of existing customers to expand your reach.
8. Run pay-per-click (PPC) ads if your budget allows
Investing in PPC ads allows you to promote your content and brand to your target audience on search, social media, and other advertising channels. In addition, you can gather first-party data through PPC lead-generation campaigns. When running PPC campaigns, make sure you’re showing relevant ads to the right persona segments.
Let’s team up to create B2B digital marketing strategies that drive growth
Digital marketing can help your B2B business acquire new leads and increase your revenue. If you need help with planning and executing your B2B digital marketing strategies, look no further than our partners at WebFX. They’ve helped their clients generate over $3 billion in revenue.