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In today’s hyper competitive world of B2B marketing, there’s a constant battle between your success or that of your competitors. Well, it’s pretty obvious that it can be hard to keep up, but the fact remains that the right marketing strategies can keep you way ahead of the curve.
I mean let’s face it, how can you succeed if you have no idea of where you’re going? Securing a well-defined marketing strategy is very crucial to the success of your business. A good marketing strategy is the only way to develop your business and continuously spread your brand’s message.
What Are B2B Marketing Strategies?
B2B marketing strategies are just that; they’re specific tactics that businesses use to target and reach other businesses. Now the thing is that you have to try your best to speak to your audience with the right tone and voice.
In essence, the tactics you use to get in touch with other businesses are going to be a bit different from the ones you would use to reach consumers.
You have to learn several B2B marketing tactics that can help increase lead generation, boost ROI and your overall business sales.
Since Tech B2B products and services are typically more complicated and require solutions that are focused on rational decision making, you have to engage the right strategies to get an edge over the competition and boost the revenue of your company.
Here are ten key tactics that are sure to strengthen your marketing campaigns and boost your firm’s overall revenue:
1. Create Lengthy Content
As a B2B marketer, you have to go an extra mile to create longer forms of content such as eBooks, in-depth blog posts, video courses, etc. Crafting lengthier content is an excellent way for small businesses boost their reputation and unique value proposition. This helps you to connect your audience, which in turn generates more leads for your business.
Be sure to take a deep look at your buyer personas and listen to your prospects to find out what they want as well as what they think is worth paying attention to, then create content around those needs.
2. Let Your Content Be Interactive
Interactive content is also an excellent B2B marketing tactic for engaging leads in any stage of the funnel. In fact, according to the 2015 Content Preferences Survey, up to 91% of buyers prefer visual and interactive content rather than traditional formats.
Interactive content is an amazing tool that can re-engage customers who must have lost interest in your brand’s offerings. It can also disseminate information more effectively.
3. Digital Marketing Channels
Today many B2B market leaders are focusing more on digital marketing channels. According to a survey conducted by StrongView, marketers are spending more on email, mobile marketing, and SEO.
As potential customers head to digital sources to search for products and services, B2B marketers must ensure that they are relevant in the channels a prospect is most likely to be searching.
4. Marketing Automation
Today, more and more B2B marketers are taking advantage of marketing automation platforms to help manage a large amount of data and complex market dynamics. Marketing automation is one of best B2B marketing tactics that makes it easy for you to target potential clients with the right content at the right time. And the best part is that it works!
Moreover, marketing automation can mix several types of data such as form submissions, items downloaded, pages visited, etc. This is incredibly helpful to you as a B2B marketer because it doesn’t only automate challenging processes but it also allows you to give thoughtful personalized messages to prospective clients based on exactly where they are in the sales funnel.
5. Use Social Media Channels
The list cannot be complete without making a mention of social media. Social media is an excellent way to share content, strengthen brand loyalty and engage prospective clients. Many of us must have seen social media as primarily a B2C strategy and that’s not far from the truth.
However, the truth remains that every customer’s purchase decisions are significantly affected by word of mouth and content marketing, and this makes social media an ideal platform to engage with prospects seeking information and peer recommendations.
One social media platform to consider is LinkedIn. LinkedIn has been known as the most efficient social media platform as up to 66% of B2B companies use it to share content. So if you’re searching for prospective clients amongst the top management sector, you should know that almost half of the top 25% of earners on the web are LinkedIn members.
6. Personalize The Experience
Personalization is yet another highly effective B2B marketing strategy that you should pay particular attention to. You ought to know that both your prospects and existing customers expect your company to know who they are and as such, believe that you’ll be able to deliver personalized experiences based on this knowledge.
According to Accenture, up to 50% of B2B buyers yearned for a personalized experience and identified it as being an essential requirement for suppliers they would want to work with.
Here a few personalization to consider:
Email: Send specific emails to various segments based on firmographic data, purchase history, stages in the process cycle, etc.
Social Media: This is a no-brainer. You have to engage in personal conversations with your clients. Also, be sure to monitor social sites consistently. This is mainly because social media users expect a quick reply to their questions and inquiries.
Websites: Offer multiple navigation options, landing pages for promotion as well as a good site search engine.
7. Customer Relationship Management Tools
CRM systems are an essential part of your B2B marketing strategy mainly because they help you monitor the habits of your B2B clients and make correct decisions about how and when people buy. Many organizations use CRM to track and organize client data.
In essence, this system helps store information in easy to access databases instead of storing them in a disorganized manner. You should always monitor the buying habits of B2B customers mainly because a single B2B customer tends to be more valuable than a single B2C customer.
The bottom line is for you to get a hold of a good CRM tool to help boost your marketing efforts.
8. Use Explainer Videos
According to eMarketer, video is one of the top three most relevant types of content that encourage B2B buyers to purchase a firm’s products and services. For those who don’t know, explainer videos are brief films that narrate a story about a brand and let potential clients know exactly who you are, what you do, and what your unique value proposition is.
There’s no doubt that Explainer videos are one of the smartest B2B marketing tactics and there are several reasons to attest to that! For starters, videos boost web traffic for b2b businesses by 41%.
Moreover, explainer videos can help increase conversion rates of companies. Explainer videos help set your brand apart and make it look like an authority while simultaneously giving a human face to your organization.
9. Search Engine Marketing: Google Adwords
Search Engine Marketing is yet another excellent way to get in touch with your customers online. It’s sure to be ideal for those who face stiff opposition for an organic position on search engines.
Google Adwords help place your organization’s ad among the top four slots on Google, based on keywords.
10. Engage Your Clients Via Mobile
As a B2B marketer, one thing you should know is that your customers are still people and as such, you have to reach them in the way they can most easily be reached; that’s on their smartphone.
Today many Internet users prefer to work with companies that have a mobile friendly website, that’s why it’s imperative to join the team and boost your marketing efforts.
Even a Google study called “What Users Want From Mobile Sites Today” states that 74% of customers said they were likely to return to a business’s website in the future it was mobile friendly, and 52% were less likely to work with a company with no mobile site.
Moreover, another B2B marketing study conducted by Google states that 42% of researchers reported using a smartphone device during the B2B purchasing process.
With all that have been said, it’s pretty clear that B2B marketers have a great future ahead of them. We keep witnessing rapid technological advancements, and B2B marketing tactics are getting more advanced and sophisticated as a result.
So, what are you waiting for? Now is the right time to take advantage of these opportunities. Just be sure to apply some or all of these tactics, and you’ll be well on your way to achieving greater things this year.