Wondering what B2B digital marketing can do for you and your B2B business? When looking for B2B digital marketing services, you should look for diversity in service offerings so that your agency partner can deliver on all solutions and suggestions across a range of channels. Keep in mind that B2B marketing is distinct from B2C marketing because it often relies on the implementation of a sales & marketing automation solution, such as Hubspot.
What should be the main reasons you partner with an agency to provide digital marketing expertise? Simply put, if you’re not building quality relationships with your prospects and struggling to convey how your product/service will help them efficiently, then partnering with the right marketing experts is a smart decision.
An experienced B2B marketing agency is concerned with your business’s return on investment. That process includes ensuring that your brand reach is maximized, sales & marketing activities are aligned and automated, and successes are tracked against sales & marketing budgets.
Equally important, B2B digital marketing efforts extend to lead generation and engagement. Prospects want to be educated and given the important information they need to make an educated decision about using your product or service. So how do you as a business improve your sales & marketing return through digital marketing? Let’s get into the steps you’ll need to take.
Strategies for Acquiring B2B Customers
1. Plan for Gaining Inbound Leads (strategy)
Coming up with an inbound marketing strategy to gain more leads before you invest or start paying for services is the first and most important step. Without a proper plan in place, digital marketing can benefit, but eventually it will lose effectiveness without a plan and proper goals in place. Gaining inbound leads is about figuring out the intent of your users and what they need, which can be achieved through a high quality content strategy meant to drive new users to your website.
2. Business Website & Content (the foundation of your strategy)
Every website needs a strategy beside it. Why? Because the notion “if you build it, they will come” is not true when it comes to your website. Content that educates your audience about what they need to know about your company and how it can help them is what will attract users. There needs to be a clear cut, detailed message about the ROI you can provide a potential customer. When people are searching for things to address their pain points or mulling over important business decisions to impress their boss, they want their information quickly and to be able to convert if they decide to even more quickly. Your website should be built to answer your consumers questions and optimized for your target audience to convert.
3. Execute on Digital Marketing Techniques (execution & implementation)
SEO- A foundation of SEO on your website is the second most important thing aside from content that allows your website to perform. SEO does a number of things that improves your site over time that is crucial to staying relevant and on top of what your customers are searching for.
Social Media- Whether we like it or not, the majority of businesses need to embrace at least one social media platform to enhance their brand awareness and stay relevant. You’ll typically see B2B businesses more so on LinkedIn, in addition to Facebook. However, the social media landscape is always changing and platforms like TikTok and Twitter have made new strides in terms of social advertising.
Paid Advertising- If your budget allows it, paid advertising is a great way to target prospects directly with tailored content. Paid advertising makes sure that the people you want to attract are seeing your ad, or what makes your business stand out from your competitors.
Email Marketing- If you’re not driving traffic successfully to the website and/or not connecting enough customer information to make adequate lists for retargeting, then email marketing is a great digital marketing method to execute. Email marketing allows you to build a funnel in which you drive prospects to your site through email clicks.
Sales Outreach- Marketing and sales should be aligned so that everyone’s expectations are met when a sale is made. Align your outreach efforts with your inbound marketing strategy in terms of sending your prospects marketing materials, pricing, and resources that can be found on the website. Your b2b website should be a sales tool and in some cases can sync up perfectly with your CRM tool.
5. Retain Customers & Encourage New Ones (retention & sustainability)
You’ll want to utilize your efforts in making sure customers have positive experiences with your product or service by making it easy for them to leave a review or rating about their experience. Reviews, testimonials, and case studies are important in showing future customers you have a proven track record of success and can potentially help them. Many people will want to know what others have to say about your brand. And, good old word-of-mouth or referral marketing is always effective when you pride yourself on customer service.
5. Measure ROI and Make Adjustments (adaptability)
To have an effective b2b digital marketing campaign or inbound success plan, you’ll need to measure the ROI by utilizing data analytics to determine what’s working and what isn’t. Some questions to consider when executing:
1. What are the key performance indicators associated with my campaign? How will I measure success?
2. When will I determine what pages need to be built out or improved so they resonate with my audience personas?
3. How will I capitalize on what’s working (driving traffic to the site, gaining more leads, etc.)?
Making adjustments to your strategy overtime are important to stay on top of goals and make sure you’re reaching your desired prospects with relevant, high-quality content and other digital marketing tactics to take your inbound lead generation to the next level.
If you’re a B2B business owner or higher up, and haven’t invested in digital marketing yet, then it’s time to get started when your revenue allows it. B2B digital marketing services can help you land new B2B customers while also helping to retain the ones you have. If your resources are limited, pay attention to low-cost options that make sense for your business. For best results, partnering with a B2B marketing agency will ensure your B2B marketing strategy will deliver a steady stream of new, qualified prospects.
Partnering with experts ensures you’re not alone in trying to figure out the best strategy to win the B2B leads you want.
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