The digital age has changed the way marketers communicate with and sell to B2B audiences. As technology continues to evolve, digital marketing requires a more integrated and fluid approach.
As a marketer, you have to adapt to changes to meet the expectations of your audience. To ensure your business is agile, you need to optimize your digital marketing strategy to drive digital transformation and ensure you’re talking to the right people on the right channels.
As a B2B company, you need to be able to speak to businesses, and this requires a different approach to engaging individual consumers. In this blog, we explore the most successful digital marketing strategies and get inside B2B marketing.
1. Create Your Company Website
A website is not a marketing revelation by any means. Websites for business are a given. Websites are fluid, evolving entities, and require monitoring and nurturing to be successful. That means you have to make sure it showcases your expertise, provides solutions to potential clients, and acts as a point of easy contact for customers.
Your company website should be an industry resource that makes it simple for customers to know in seconds exactly what you do. Technical and convoluted explanations can come later as people browse through your site or download a resource such as an eBook. Most importantly, your website should offer you a way to generate leads and capture customer information.
A B2B website must:
Be relevant to your target audience
Be mobile responsive
Include clear calls-to-action that direct people to act e.g. request a quote, schedule a demo, download a white paper
Feature up-to-date testimonials and accompanying company logos
Provide up-to-date and engaging content either through a blog or bespoke landing pages
Feature links to your social media pages
Include relevant industry information such as stats or research
Generate relevant and credible backlinks to drive traffic
Be monitored and updated regularly
When a B2B company researches a product or service, it can be a long process. It’s not the same as an individual looking for the best price or fastest delivery time. In addition, there are often many stakeholders involved which can draw out the process. So the more information you can provide on your website that addresses your audience's pain points and provides solutions, the better.
Ask yourself if your website is working for your business at the moment. If it’s not, consider getting your team together and look at your website data, audit your content and review your personas.
2. Use Search Engine Optimization (SEO) and Content Marketing
Without SEO, it’s impossible to get new visitors to your site, and without visitors, you can’t grow your business. But what is SEO and how does it work?
Basically, SEO helps search engines like Google find your website and raises it higher in the rankings. To be found, you want to be on the first page of any search. SEO can be complicated so it may be wise to hire an SEO expert or work with an agency that can do it for you. The goal would be to find and use the most effective keyword phrases to help search engines find yo