A lot has changed in the last few years with how people buy products and services, so it’s important to stay on top of what your audience is looking for.
This blog post will cover four B2B digital marketing strategies to generate more leads and sales for your business.
First steps of creating your digital marketing strategy
Define your target audience
B2B businesses must be aware of their target audience at all times. Defining who you want to reach will help inform the next steps in your B2B digital marketing strategy. This way, you will ensure that you don’t waste time and esources on reaching the wrong people.
Create your website
In the competitive digital marketing landscape, your website can become a valuable asset in reaching potential customers. A study conducted by GE Capital Retail Bank found that over 80% of buyers visit company websites before making their final purchase decision.
Since the b2b buying process is very complex, it is important to provide decision-makers with knowledge about what they need.
SEO for B2B
Your website should engage also your visitors, not just inform them. You can do this through on-page SEO and technical SEO tactics like page speed optimisation to improve your website’s user experience. In addition to that, invest an essential part of your resources into off-page SEO like external linking strategies. Backlinks are still an important Google ranking factor.
Run B2B PPC Marketing Campaigns
SEO is a long-term strategy and you need to be patient to see results. With pay-per-click Google ads, you can get in front of your target audience immediately.
But since the b2b buyer journey is very challenging, it is unlikely that a first-time website visitor is going to send an inquiry. Statistics show that 96 to 98 per cent of b2b website visitors leave a website without converting.
Therefore, you can provide potential clients with valuable insights by promoting blogs, whitepapers, ebooks and other content assets in your Google ads campaign.
The best way to maximise your return on ad spend is by running remarketing campaigns. Target website visitors or prospects who have signalised their interest in your services by downloading your whitepaper.
You can also check out my blog post on how to generate b2b leads using Google ads to learn more about this topic.
B2B Content Marketing
A successful B2B marketing strategy provides valuable content to a niche audience. What better way for an expert in the field than by producing educational and informative content? You can publish content such as blogs, videos or infographics. Not only on your website, but also on social media channels like LinkedIn and Facebook.
Keep your target audience in mind while creating content: Knowledgeable professionals looking for new information related specifically to their industry. As Brian Clark, founder of Copyblogger points out: “These days, people want to learn before they buy, be educated instead of pitched.”
To get the most out of b2b content marketing, you should provide content for all stages of the buyer’s journey.
But how do you ensure the impact of your B2B lead generation content? The answer is testing different types of content. By using a webinar format, for example, you can quickly see if it’s more effective than an eBook or video-based approach.
Conduct keyword research or use tools like answer the public before you start creating content.
B2B Social Media Marketing
Social media is an incredible tool for building brand awareness, giving your company a personality online and connecting with customers. It’s also very effective in sharing content – which makes it great for B2B digital marketing strategies!
B2B social media marketing might not be where you convert the greatest number of leads, but it’s still worth your time. It likely comes into play near the beginning of your customer’s buyer’s journeys and will help build connections with potential buyers before they ever get their hands on a product or service from another company!
Many small business owners try to implement all these digital marketing strategies at once and get overwhelmed quickly.
Sometimes, less is more. Choose one tactic after defining your target audience and building your website. Create a steady flow of leads and sales through one channel. After that, you can still focus on a second channel to scale up your efforts.