B2B marketing refers to strategies that are developed by one business selling to another that is trying to influence their potential customers. Whatever size company you are and wherever you are in the process, the main aim is to influence potential customers. Here are some of the ways that a B2B marketing strategy can help more companies to thrive.
Free, downloadable benefits
Everybody loves getting things for free. By offering free and downloadable products on your website, you’ll amass a lot more visitors. Once they’ve visited your website however, it’s your job to make them see value in your site and stay for more than just the freebies.
Make it worth everyone’s while by requesting that in exchange for a free worksheet, eBook or whatever else, these customers provide their email address. Now you have their contact details which will enable you to reach out to them, and they have something that’s valuable to them for free.
Host webinars
Webinars have long been marketing favourites. While webinars are often a combination of Q & A’s and training sessions, webinars can be used for more than just interacting and educating customers. They can be used to generate leads and create lifetime value for these customers.
One way to attract more people and increase brand awareness is to feature guests or influencers on your webinars. Once again, it’s about attracting the right people and then showing them why they should stay.
Paid social advertising
Retargeting ads
Instead of just hoping that your audience will find you, you have to make the effort to launch campaigns that target people who seem to be interested in what you have to offer. Combine this step with setting up some kind of software on your website so you can keep an eye on who’s visiting your site and what they’re doing there.
Move from cold to warm
It’s best to target people who have visited your page already or have otherwise shown an interest in your product or service because these types of people are clearly interested. Rather than focusing on people who seem interested or you think might be, it’s best to put your energy into those who might have added your items to their cart but not checked out, or have visited several of your blogs, for example.
Focus on visual content
The first thing someone will do when they see a wall of text is turn away. Nobody has the time or energy to sit through boring business content. Instead, take steps to make your campaigns and content as visually appealing as you can. Add videos, images and GIFs to your content wherever possible.
Doing something like optimising B2B landing pages can go a huge way towards encouraging engagement and showing off your brand image, so remember to get creative with your website and its content.
And there you have it – all the basics you need to know about how to approach your B2B marketing. The following tips will require B2B marketers to follow trends and continually experiment with their digital marketing. One thing’s for sure though – B2B marketing is the way of the future.
