Successful B2B digital marketing strategies are dynamic – constantly evolving and being refined to make them as effective as possible for businesses marketing to other businesses.
Utilizing key performance indicators (KPI’s) and robust analytics, B2Bmarketers can continually adjust their tactics in order to remain pertinent and engage potential client businesses.
The good news is, there is no shortage of successful B2B digital marketing tools and strategies that can be deployed to yield the desired outcomes for business owners. These include LinkedIn marketing, SEO, content marketing, email marketing, YouTube video promotion and Google Adwords advertising techniques, as well as programmatic (display) campaigns.
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LinkedIn Marketing
LinkedIn is an ideal platform for sharing compelling, informative content with other business professionals. It offers you something fairly unique, when compared to other platforms – it offers you access to influential decision makers and thought leaders at all levels of an organization.
LinkedIn can however be a challenging marketing channel for brands without the resources or know-how to effectively use the platform. Without an organized strategy in place, you could miss out on many potential B2B client acquisition and business opportunities.
To be successful on LinkedIn, you need to establish a clear marketing goal and identify your target audience. LinkedIn Sales Navigator is an excellent tool to assist – is unfortunately a paid monthly subscription – but for most B2B businesses, it’s a no brainer to have this tool at your disposal! Whether you decide to use the LI Sales Navigator or search for contacts in your industry manually (a lot more work), and you’ve identified that audience well, then you can identify how best to reach out and engage them on the platform.
You can select which content types to focus on based on your goals and objectives. For instance, if you wish to raise brand awareness, post about new products or services your business is providing.
Similar to creating content for businesses, creating content that assists your customers in solving business issues or learning more about how to be better at their jobs can build trust and boost conversion rates.
If your blog is already established, you can include a link to it on your LinkedIn Company Page. Doing this helps boost SEO and position you as an authoritative voice within the industry.
Case studies can be an effective tool in your LinkedIn marketing efforts, as they demonstrate how your products and services have assisted existing customers reach their objectives. This could result in new sales as well as a higher return on investment for your business.
Like any other form of online marketing, it is essential to treat LinkedIn like a serious channel. This includes creating content tailored towards your audience, being consistent with posting schedules and not spamming people with links to your website.
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SEO
If you want to increase traffic and boost your business’s revenue, search engine optimization (SEO) should be an integral component of your B2B digital marketing strategy. SEO helps search engines like Google comprehend what your website is about and display it to users when they type a keyword into the search box.
A successful SEO strategy is critical for attracting qualified leads, a subset of which will eventually convert into customers. But it takes time for these efforts to bear fruit, so it’s essential that you monitor your progress and adjust your approach as necessary. SEO is an marathon, not a sprint, as the saying goes….
One way to ensure your SEO is working effectively is by conducting regular content audits. This helps determine which content performs well and could be improved upon, giving you a comprehensive view of your overall strategy and how well things are going.
Another essential element of an effective SEO strategy is creating content that adds value and answers potential customers’ questions. A great way to do this is by crafting comprehensive guides that address various queries, providing customers with all the details they need to make an informed decision about your products or services.
Furthermore, providing quality, relevant content can build trust with your customers and help them along the buyer journey towards conversion. Doing this will attract more qualified leads and boost sales for your company. Moreover, it’s an excellent opportunity to position yourself as an industry expert and boost reputation. Ultimately, an effective B2B digital marketing strategy which includes a robust SEO component can generate significant revenue for your business.
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Content Marketing
Content marketing is an essential element of any B2B digital marketing plan. It helps you connect with your ideal customers, increase brand awareness, boost conversions, boost profits, and cultivate a loyal base of devoted followers.
Successful B2B content marketing requires careful planning, organization and collaboration. To begin with, identify what topics your audience is most interested in learning about – this can be a challenging step but essential for an effective content marketing strategy.
Once you’ve identified the topics that matter most to your customers, you can brainstorm content ideas for each. You may choose to write a blog post, create a video, or even share an article on social media.
Your B2B content strategy should be long-term, so ensure you’re consistently producing quality material. Furthermore, measure your results and make any necessary changes as soon as you observe them beginning to take shape.
Additionally, you can partner with other businesses in your industry to create content that has a wider reach. This could include publishing material onto social channels, working together on co-creations or even writing guest posts for relevant blogs.
By taking this approach, you can guarantee your content reaches a wide audience and provides value to its viewers. Furthermore, using StoryChief allows you to plan stories and social posts in advance, assign them to collaborators, and review the work before publishing it online.
Content marketing requires the commitment of time and resources for long-term success, but if done right, can yield impressive business benefits that help propel your company’s growth. With the right strategy in place, content marketing will become an integral part of your operation.
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Email Marketing
Email marketing is one of the most successful B2B digital marketing tactics. Businesses can use it to cultivate customers, boost sales and build lasting relationships at lower costs than other methods.
Moreover, this strategy can be applied to both B2B and B2C businesses. However, it’s essential that you design your campaign and emails according to your goals and objectives. For instance, if the objective is to assist sales personnel, then focus on crafting email content with high-converting Call-to-Action (CTA) buttons.
Your email should always link directly to a revenue-producing action, like revisiting your shopping cart or getting more details about products or services. Doing this will increase the return on investment for your company and enhance its performance overall.
Another vital aspect of email marketing is building your list. You can do this by providing a form on your website or inviting visitors to follow you on social media platforms. Ideally, people should opt in to join your mailing list before receiving any messages from you.
Your mailing list should only include those who have expressed an interest in your product or service. Doing this prevents spamming your audience and leading them to unsubscribe from newsletters.
Once you have a list of subscribers, it is essential that your email content is pertinent and helpful to them. Crafting an effective subject line and providing exclusive offers will help you gain more subscribers.
Emails come in a variety of formats, such as newsletters, round-ups and product updates. Each message should be tailored specifically for each recipient and made mobile-friendly so readers can access them on their devices.
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YouTube Video Marketing
YouTube is a free video hosting platform that offers businesses the chance to engage with potential customers and measure success through video analytics. With more than one billion users worldwide, it’s no wonder businesses should consider using YouTube as part of their video marketing strategy.
Start by creating a YouTube channel for your business and upload videos that demonstrate your expertise. These could range from product demos to event recaps. You could even host live streams and interview experts to further promote the services provided by your business.
Promoting your YouTube videos with Google Adwords is an effective way to start. These advertising strategies allow you to target keywords relevant to your business and reach potential customers.
Next, decide the type of ad you want to run. There are three primary types: in-stream, discovery and bumpers/banners. We suggest going with either in-stream or discovery ads since they have been proven to convert more customers.
Once your ad is set up, Google Adwords will take care of the rest. You have complete control over your delivery type (standard or accelerated), daily budget, and billing information.
A successful YouTube video marketing campaign requires quality content that viewers enjoy watching and engaging with. To create such material, you must research your target audience and craft high-quality material that will capture their attention.
To boost the odds of your content being discovered by YouTube viewers, make sure it’s optimized for their algorithm. This means adding relevant tags, creating keyword-rich titles and crafting captivating descriptions for each video.
Another effective way to get your video noticed is using YouTube cards, which allow you to link other YouTube videos, playlists, channels or external links. These can appear on the right-hand side of your video or at its timestamp of choice.
We hope this has been helpful and happy B2B digital marketing out there!
