B2B Digital Marketing: if you are marketing your products or services to other companies and not to end consumers, we are talking about B2B, or business to business.
In the fast-paced and intricate world of the internet, the B2B industry is becoming increasingly competitive. Marketing strategies are becoming more complex and precise to come out on top.
There is no need to despair. With the help of specific tools, we can better understand our company’s market to develop extremely efficient strategies.
Here is a step-by-step guide to design an effective B2B marketing strategy. Shall we?
What is B2B marketing?
Business to Business marketing refers to the marketing of products or services from one company to another.
Unlike B2C marketing, where the focus is on end consumers, B2B marketing requires a needs-oriented approach to businesses and their decision making.
In general, industrial and B2B companies have been slower to digitalize their marketing. However, this industry is experiencing rapid growth within the digital market, so developing B2B digital marketing strategies is essential for these companies to expand their reach.
Reasons to implement a B2B digital marketing strategy
- Increase the visibility of your brand.
- Generate leads.
- Improve your relationship with existing customers.
- Enhance the sales pipeline.
- Measure and improve marketing performance.
Just in case you have any doubts, take a look at these statistics:
- Brands that focus on digital marketing generate five times more revenue.
- A personalized website experience can increase sales by 19%.
- B2B companies with blogs generate 67% more leads than those without.
- Social sellers generate 38% more new opportunities than traditional marketers.
- Email marketing is the most effective way to generate demand for 79% of marketers.
Are you convinced? Then on we go!
How to implement an effective B2B digital marketing strategy in 2023
There is no magic recipe or one-size-fits-all approach to B2B strategies.
A strategy that works well for one company may not work for another. However, there are some practical steps we can take to create your winning B2B marketing strategy.
Define your value proposition
What sets you apart from the competition?
Developing a unique value proposition is critical. You need to understand that you are not just selling a product, rather a solution to your customers’ problems. Companies are more receptive to buying products or services from companies they feel connected to.
As Simon Sinek said "People don't buy what you do; they buy why you do it”.
Set key goals and metrics
What do you want to achieve with your B2B digital marketing strategy? Do you want to generate more leads? Do you want to drive more traffic to your website? Do you want to improve your website’s conversion rate?
The SMART framework focuses on designing goals that meet these 5 criteria:
- They need to be specific
- They need to be measurable
- They need to be achievable
- They need to be realistic
- They need to be time-bound
Once you have set your goals based on these criteria, you can design a strategy to achieve them.
Identify your audience and their needs
Who are your ideal customers? What are their needs and desires? How can you reach them effectively? By answering these questions, you will be able to design a marketing strategy that reaches the right eyes and ears. This is the way to create the profile of your ideal consumer and to get your marketing strategies right, while taking into account their needs, problems and uniqueness.
These profiles of your buyer personas are built with research. Here are some practical tips that will help you gather what you need:
- Talk to your sales team
- Send out surveys
- Update your existing forms
- Conduct market research
- Interview customers and leads
This information is useful for making tactical decisions about communication, what images to use, when to post, what content is important, how long content should be and other important aspects for successful strategies.
B2B content marketing
What marketing tool could be better to meet your customer’s needs than content marketing?
Create content that is useful and valuable to your audience. You can produce content by making blogs, infographics, videos, eBooks, podcasts, and much more.
It is essential you diversify resources and ensure that your content is aligned with your audience's interests and addresses their problems.
ABM Marketing
Account - Based Marketing: today's B2B customers expect to be treated like B2C customers, and empathy and engagement are key.
ABM focuses on specific prospects and crafts the message and communication tactics for them. This helps to increase the relevance and effectiveness of campaigns, generating a higher return on investment for B2B digital marketing strategies.
Create your website and optimize your digital presence
Digital marketing cannot work without an informative and attractive website.
Plus, Search Engine Optimization is a key aspect of any effective B2B digital marketing strategy. Use SEO techniques to boost your search engine ranking.
Make sure your website is easy to navigate and provides an enjoyable user experience.
Do you know the importance of localization and SEO? We cover both these in this article.
Use email marketing
It is a powerful tool to reach your customers and keep them engaged with your brand.
Don’t take our word for it. Listen to the statistics. 93% of B2B marketers use email marketing and 59% say it is their biggest source of ROI.
Create personalized and targeted email marketing campaigns to reach your customers effectively. Make sure your emails are relevant and valuable to your customers.
Use social media
Use social media to reach your audience and increase your brand’s visibility. Make sure your social media profiles are up to date and that you post significant content consistently.
Choose your channels wisely and remember: you need to be where your customers are.
Run PPC campaigns
Pay Per Click advertising allows you to reach your potential customers and increase your brand’s visibility. Make sure your ads are valuable and targeted to your ideal audience.
Track and analyze
You can’t know if something is working if you can’t measure it.
Implement some smart tools and solutions to help you monitor the strategies you choose. Measure and analyze your website traffic, conversion rate, email open rate and social media interaction.
By tracking and analyzing your results, you will be able to determine what adjustments you need to make to your B2B digital marketing strategy to improve your performance. Use data to make informed decisions and improve your results.
At iDISC, as a translation and IT services agency, we combine language and technology to maximize your company’s visibility while boosting its growth.
If you found this article useful, we also recommend you read: Include content translation in your digital marketing strategy.
Don’t forget that you can find tons of other interesting content on our blog.
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